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JAIPUR NATIONAL UNIVERSITY, JAIPUR
School of Distance Education & Learning
Internal Assignment No. 1
Master of Business Administration / DM
Paper Code: MBA/DMM-203
Paper Title: Service Marketing
Q 1. Answer all the questions:
(i) “Value is
low price”. Elucidate the statement.
Answer: Some buyers use the word value to refer to
situations where they simply pay a relatively low price, such as when an item
is on sale. The focus here is purely on what is given up monetarily. When a
product is sold at a specialty reduced price, such as at an inventory
clearance, or when a customer receives a discount for using a coupon or takes
advantage of a one-time rebate, there is a sense of getting value.
(ii) What do
you mean by zone of tolerance?
Answer: It seems that customers have two levels of expectation:
Adequate – what they find acceptable
Desired -what
(iii) Note down
the challenges faced by service providers while opting electronic channels of
distribution.
Answer: The challenges faced by service providers
while opting electronic channels of distribution are:-
·
Lack of control of the electronic environment
·
Price
(iv) Write short
note on service quality dimensions.
Answer: The five service quality dimensions are: –
Dimension 1 – tangibles: – The tangible Service Quality
Dimension refers to the appearance of the physical surroundings and facilities,
equipment, personnel and the way of communication. In other words, the tangible
dimension
(v) Enlist any
four challenges faced by service organizations while going international.
Answer: Challenges faced by service organizations
while going international: –
1. Finding real
Market requirement: Key to success in business is offering products and services for which
customers have a intense need. Customer has problem that needs a solution and
service provides solution in such an
Q.2 Discuss the
promotional mix for the insurance sector with justifications.
Answer: A promotion mix is a set of different
marketing approaches that marketers develop to optimize promotional efforts and
reach a broader audience. The marketer’s task is to find the right promotion
mix for a particular brand.
Developing a
Q.3 Define
services? What are the basic characteristics that distinguish services v/s
goods?
Answer:
Services: A service is an act or performance
offered by one party to another. They are economic activities that create value
and provide benefits for customers at specific times and places as a result of
bringing desired change.
According to Sir William B “Service refers
to social efforts which include the Govt. to fight five giant evils – wants,
disease, ignorance, squalor, and illness in the society”.
Services are the intangible and non
physical part of the economy that cannot be touched. They are perishable in nature
as they need
Q. 4..Explain
the four common types of constraints facing service business and give an
example of each.
Answer: The Theory of Constraints is a business management approach proposed by
Dr. George Friedman at the University of Southern California. According to his
theory, a business constraint is anything that interferes with the
profitability of a company or business endeavor. Improving profitability
requires the removal or reduction of business constraints. Common business
constraints include time, financial concerns, management and regulations.
JAIPUR NATIONAL UNIVERSITY, JAIPUR
School of Distance Education & Learning
Internal Assignment No. 2
Master of Business Administration / DM
Paper Code: MBA/DMM-203
Paper Title: Service Marketing
Q. 1. Answer
all the questions:
(i) Define services.
Answer: Services:
A service is an act or performance
offered by one party to another. They are economic activities that create value
and provide benefits for customers at specific times and places as a result of
bringing desired change.
According to Sir
William B “Service
(ii) What do you mean by lasting service intensifier?
Answer: Lasting service intensifiers: These are individual stable
factors that lead the customer to a heightened sensitivity to service. Most
important of these factors is derived service expectations which means
(iii) What is the meaning of derived service and
customer service?
Answer: Derived
services : Derived services are the value derived
from physical goods is really the service provided by the goods, not the good
itself. All products and physical goods are valued for the service they
provide.
(iv) What is meant by emotional labour?
Answer:
Emotional labour: Arlie Hochschild created the term
’emotional labor’ in 1983 to describe the things that service workers do that
goes beyond physical or mental duties. Showing a genuine concern for customers’
needs, smiling, and making positive eye contact are all critical to a
customer’s perception of service quality. These types of
(v) Enlist any four challenges faced by service
organizations as compared to goods producer.
Answer: A service organization
exists to interact with customers and to satisfy customers service
requirements. A service organization is when two or more people are engaged in
a systematic effort to provide services to a customer - the objective being to
serve a customer. For any service to be provided, there has to be a
Q.2 Discuss the GAP’s model of service
quality.
Answer: GAP’s model: Service
Quality is defined as an evaluation of how well the delivered service matches
consumer expectations. It is done to assess the deviations that are occurring
while delivering the services to potential customers.
The GAP Model
was first proposed by A. Parasuraman, Valarie Zeithaml and Leonard L. Berry in
1985. The GAP Model of Service Quality
helps
Q. 3. Explain the
logic behind these two quotes:
a) A
complaint is a gift
Answer: According to A Complaint Is a
Gift: Recovering Customer Loyalty When Things Go Wrong, the idea of complaints
as gifts must be reinforced at every staff meeting and training session. The company’s
policies must be aligned to support this philosophy. A Complaint Is a Gift‘s
authors, management consultants Janelle Barlow and Claus Moller, restate some
fundamental techniques for handling complaints:
Don’t get
(b) The
customer who complains is your friend
Answer: Reason
#1: You will have a chance to rectify the situation
Since something
went wrong according to a client, the complaint gives you an opportunity to fix
the problem for them. That is valuable for them and it has to be worth
something to you also? If nothing else, you will know a process requires fixing
up to prevent it happening again. Customer complaints can create momentum and a
desire to fix a problem, which is a good thing. Advanced companies will also
close the loop and let the customer
Q.4 “Market segmentation is important for target
markets and target markets are important for product positioning.” Elaborate
this statement with examples.
Answer. Market segmentation is important for target markets and target
markets are important for product positioning because it: –
Facilitates
consumer-oriented marketing: Market segmentation
facilitates the formation of marketing-mix which is more specific and useful
for achieving marketing objectives. The segment-wise approach is better and
effective as compared to an integrated approach for the whole market.
Facilitates
the introduction of the suitable marketing mix:
Market segmentation enables a producer to understand the needs of consumers,
Dear students, get latest JNU MBA Solved assignments by
professionals.
Mail us at: help.mbaassignments@gmail.com
Call us at: 08263069601
