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problem 1:

(a) Discuss how information technology has contributed to the development of service sector, describeing your answer with instances.

(b) As a senior bank executive, what actions would you take to encourage more customers to bank by phone, internet or ATM rather than visiting bank?

problem 2:

‘The theatre metaphor is a useful framework for describeing and determining service performances’.

(a) Describe and discuss the elements proposed by the framework

(b) With reference to your experience with the health care sector choose one case you are aware of. For this specific case, discuss the different phases involved in the service provision process, indicating clearly the different elements as proposed by theatre metaphor framework. Select a case where there are at least five stages.

problem 3:

(a) Why are services basically more difficult to evaluate - both before and after consumption – as compared to most goods?

(b) Describe how customer expectations are formed.

(c) With reference to the tertiary education sector and particularly to the MBA program, indicate what you expect to be a quality service.

problem 4:

‘The basic differences between services and goods offer the biggest challenges to Service marketers’.

With reference to services you are familiar with, discuss the major differences between goods and services and their implications for service marketers.

Marketing Management, Management Studies

  • Category:- Marketing Management
  • Reference No.:- M97525

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