SM mi

d1(
uni
t1&2)
Impor
tantquest
ionswi
thanswer
s

1.Whatdoyoumeanbymar ket
ingofser
vices?Whatar
ether
easonsf
ort
he
growt
hintheser
vicesect
or?

ANS. Whati
sser
vices?

Itist
hepar
tofthepr
oductorthef
ull
productf
orwhi
cht
hecust
omeri
s
wi
l
lingt
oseeval
ueandpayforit
.

Whati
sSer
vicesMar
ket
ing?
Servi
cesmar ket
ingisabroadcategor
yofmar keti
ngst rat
egi
esf ocusedon
sel
linganythi
ngthatisnotaphysi
calproduct
.Thisincludeseverythi
ngfrom
personalserv
icesli
kemedicalcar
eandspat reat
ment s,totherentalofvehi
cl
es
andspaces
r
easonsf
ort
hegr
owt
hint
heser
vicesect
or
• I
ncr
easi
ngaf
fl
uence(
weal
th)

• Mor
elei
sur
e(f
reet
ime)t
ime

• Gr
eat
erl
i
feexpect
ancy
(hope)

• Gr
eat
ercompl
exi
tyoft
hepr
oduct

• Hi
gherper
cent
ageofwor
kingwomen

• I
ncr
easi
ngcompl
exi
tyofl
i
fe

• I
ncr
easi
ngnumberofnewpr
oduct
s

2a)Br
ief
lydescr
ibet
hespeci
alchar
act
eri
sti
cfeat
uresofser
vices.

ANS:
Char
act
eri
sti
csofSer
vices
Char
act
eri
sti
csofSer
vices
Themosti
mportantchar
acteri
sti
csofser
vicesar
e:
 Lackofownership
I
ntangi
bil
i
ty
I
nsepar
abi
l
ity
 Var
iabi
l
ity
 Per
ishabi
l
ity
 Userpar
ti
ci
pat
ion

2.
b)Howar
eser
vicescl
assi
fi
ed?El
abor
ate.
ANS:

cl
assifi
cat
ion consi
dersfourtypesofpeopleorobj ects.Cl
assi
fi
cat
ion of
serv
icescanbedoneont hebasisoftwopoint
s.Theset wopoint
sorfact
ors,
arefurt
hersubdivi
dedint
o2f ur
therv
ari
abl
es.Al
linal
l,servi
ce
  Cl
assi
fi
cat
ionofser
vicebasedont
angi
bleact
ion

 Cl
assi
fi
cat
ionofser
vicesbasedoni
ntangi
bil
i
ty

i
)Cl
assi
fi
cat
ionofser
vicebasedont
angi
bleact
ion
Wher
everpeople orproduct
s ar
ei nv
olved di
rect
ly,t
he ser
vice
cl
assi
fi
cat
ioncanbedonebasedontangi
bil
i
ty.

a)Ser
vicesf
orpeopl
e– Li
keHealt
hcare,r
est
aur
ant
sandsal
oons,
wheret
heservi
cei
sdeli
ver
edbypeoplet
opeopl
e.

b)Servi
cesfor 
goods 
– Li
ketr
anspor
tat
ion,r
epairandmai
ntenance
andothers.Wher
eservi
cesaregi
venbypeopleforobj
ect
sorgoods.
 i
i
)Cl
assi
fi
cat
ionofser
vicesbasedoni
ntangi
bil
i
ty:

Thereareobject
sinthiswor l
dwhi chcannotbetangibl
yquanti
fi
ed.For
example–t henumberofal gori
thmsi tt
akestoexecuteyourbanki
ngorder
corr
ectl
y,ortheval
ueofy ourli
fewhi chisf
orecast
edbyi nsur
anceagents.
Theseservi
cesareclassi
fiedont hebasisof 
int
angibil
i
ty.

a)Servi
cesdirect
edatpeople’
smi nd– Ser
vicessoldthroughinfl
uenci
ngt
he
creat
ivi
tyofhumansareclassi
fiedonthebasisofintangibi
li
ty.

b)Servi
cesdi
rectedati
ntangi
bleasset
s–  Banki
ng,
legalserv
ices,and
i
nsuranceser
vicesaresomeoft heser
vicesmostdiff
icul
ttopriceand
quanti
fy.

3.
Whatisser
vicequal
i
ty?Expl
aint
heSERVQUALmodel
wit
h
exampl
es.
ANS:

• Thecust
omer’
sjudgmentofover
all
excel
l
enceoft
heser
vicepr
ovi
ded
i
nrel
ati
ontothequal
i
tythatwasexpect
ed.

• Ser
vicequal
i
tyassessment
sar
efor
medonj
udgment
sof
:

– Out
comequal
i
ty
– Pr
ocessqual
i
ty

– Phy
sical
env
ironmentqual
i
ty

I
tisacompar
isonofper
ceiv
edexpect
ati
ons(
E)ofa 
ser
vice 
wit
hper
cei
ved
per
for
mance(P),
giv
ingri
setot
heequati
onSQ=P-
E.

servi
cequali
tyi
sanachiev
ementi
n customerserv
ice.Itr
eflect
sateach
servi
ceencount
er.Cust
omersf
orm servi
ceexpectat
ionsfrom past
experi
ences,
wordofmouthandmar ket
ingcommuni cati
ons.

TheSERVQUALModel i
spri
mar il
yaquali
tat
iveanalysi
s.I
fasati
sfacti
on
surv
eymainl
ydependsonthetransact
ionsbetweensuppli
erandbuy er
,the
observ
edqual
it
yismeasuredthroughgeneri
c,envi
ronmental
fact
ors.
 Thef
oll
owi
ngt
endi
mensi
onst
hatst
il
lpl
ayani
mpor
tantr
olei
ntheSERVQUAL
Model
:

I. Reli
abili
ty
I
I. Responsi veness
II
I. Compet ence
I
V. Access
V. Courtesy
VI. Communi cation
VII. Credi
bi l
it
y
VII
I. Security
I
X. Knowi ngthecust omer
X. Tangibles

4.
Whatar ethebasi
cstepsinmarketsegment
ation?Whatspeci
fi
c
chal
lengesexistf
orser
viceorgani
zat
ionswhenitcomesof
segmentati
on?
ANS:

Segmentat
ionreferstotheprocessofcreati
ngsmallsegmentswi t
hinabr oad
markettoselecttheri
ghttargetmarketf
orvar
iousbrands.Mar ket
segmentati
onhelpst hemarketer
st odevi
seandimplementrelevantstrat
egies
topromot ethei
rproductsamongstthetargetmarket
 Stepsi
nMar ketSegment ati
on
I. I denti
fythetargetmar ket
I
I. I denti
fyexpectationsofTar getAudi
ence
II
I. Cr eateSubgroups
I
V. Rev iewt heneedsoft hetargetaudi
ence
V. Namey ourmar ketSegment
VI. Mar ket
ingStrategies
VII. Rev iewt hebehav iour
VII
I. Si zeoftheTar getMar ket

5.Whatisser
viceposi
ti
oni
ng?Di
scusshowthedimensi
onsof
serv
icequal
it
ycanbeusedforposi
ti
oni
ngstr
ategi
es.
ANS:

Ser
viceposi
ti
oni
ng i
stheuniqueident
it
yofa ser
vice i
na competi
ti
ve
market.Aval
uabl
eposit
ionserves 
cust
omerneeds  andstandsout
f
rom thecompeti
ti
oninawayt hathasmeaningtocust omers.The
f
oll
owi
ngar
eil
l
ust
rat
iveexampl
esofser
viceposi
ti ng.
oni
Di
mensi
onsofser
vicequal
i
ty:
 Rel
iabi
l
ity
:Abili
tyt
oper
for
mthepr
omi
sedser
vicedependabl
y
andaccurat
ely
.
 Assur
ance:Knowl
edgeandcour
tesyofempl
oyeesandt
hei
rabi
l
ityt
o
conv
eyt
rustandconf
idence.

•Tangibles:Physicalfacilities,equipment,andappearanceofpersonnel.
•Empathy:Caring,individualizedattentionthefirm providesits
cust
omer
s.

• Responsiveness:Keepi
ngcust
omer
sinf
ormedast
owhenser
vices
wi
l
l beper
formed.

6.Br
iefl
yexpl
aint
heservi
cegapmodel
andt
hemet
hodst
o
measurethegapsoftheser
vices.

ANS:
Thegapmodel(
alsoknownasthe"5gapsmodel
")ofser
vicequal
i
ty
i
sani
mport
antcustomer-
sat
isf
act
ionf
ramework.
 Thef
ivegapst
hator
gani
zat
ionsshoul
dmeasur
e,manageandmi
nimi
ze:
• Cust
omerGap:
– di
ff
erencebet
weenexpect
ati
onsandper
cept
ions
• Pr
ovi
derGap1:
– notknowi
ngwhatcust
omer
sexpect
• Pr
ovi
derGap2:
– nothav
ingt
her
ightser
vicedesi
gnsandst
andar
ds
• Pr
ovi
derGap3:
– notdel
i
ver
ingt
oser
vicest
andar
ds
• Pr
ovi
derGap4:
notmat
chi
ngper
for
mancet
opr
omi
ses

Themet
hodst
omeasur
ethegapsoft
heser
vices:
• SERVQUAL.Thi
sist
hemostcommon 
met
hodf
or
measur
ing 
thesubj
ect
iveel
ement
sof
 ser
vicequal
i
ty
• Myst er
yShopping
• Post Serv
ice 
Rati
ng
• Fol
low- UpSurvey
• I
n-AppSur vey
• CustomerEf f
ortScore(CES)
• SocialMediaMoni t
ori
ng
• Document ati
onAnalysi
s.

7..Expl
ainthemethodofassessi
ngtheserv
icemar ket
ing
opportuni
ti
esandthecustomerexpect
ati
ons.(Assumeanyofy
our
choiceofservi
ce)
ANS:

Mar
ketandoppor
tuni
tyassessmentmet
hods

Market andopportuni
tyresear
chof t
enti
mesusesacombinati
onof
quali
tativeandquantit
ativ
emet hods—dependi
ngonthety
peand
compl exit
yofoffer
ing,themarketbeingeval
uat
ed,
andthestagei
nthe
assessmentpr ocess:

 In-
depthi nt
ervi
ewsar euti
li
zedt ypicall
yintheearl
ystagesandar e
mostusef ulforverycomplexproduct sandf orgather
ingfeedbackfrom
executi
vesorsubj ectmatterexperts.
 Qualit
ativetechni
quessuchasf ocusgr oupsandin-depthi
ntervi
ews
areusedatwhent hereisaneedf orabr oadexplor
ati
onofpot ent
ial
opportuni
ties.
 Quantitati
vesurveysareusedf urtheralongtheevaluat
ionprocess
whent hereisaneedf orconcretenumber sformarketsizi
nganalyses,
 busi
nesscasepr
esent
ati
ons,
ort
est
ingmar
kethy
pot
hesi
s.

8Discusst
hedif
fer
encesbet
weenper
cept
ionsofser
vicequal
i
ty
andcust
omersat
isf
acti
on.

ANS:

9.Whatdoyoumeanbyser
vicer
ecov
ery
?Di
scussv
ari
ousser
vice
r
ecover
ystr
ategi
es.
ANS:

Servi
cerecover
yrefersto 
theacti
onstakenbyanor
gani
zat
ionor
serv
icesuppli
erinresponsetoa ser
vicefai
l
ure
 Ser
vi
cere
c over
ythusr
efe
rstot
heacti
onsofser
vi
cefi
r
msinrespons
eto
ser
vi
cefai
lure.Theobj
ecti
veisto 
maintai
nthebusi
nessr
elati
onshi
p
wit
hthecust omer.

Fai
lSaf
e–Doi
tri
ghtt
hef
ir
stt
ime

• Thi
sist
hebeststr
ategyaccordi
ngtowhi
chsell
ersmustnotgiv
ethe
customeracausef
orcomplaintandkeephi
m happyandsat
isf
ied.

Encour
agecompl
aint
s

• Compl
aintsol
i
cit
ati
on:Tobepr
oacti
ve,
compani
esmustcr
eat
ea
cul
tur
ethatmayencour
ageseeki
ngofcompl
aint
s.

10.Expl
aint
hemarketforeducat
ionalser
vicesandt
hemar
ket
ing
approachofaneducat
ionali
nsti
tut
ion.

ANS:
Educ
ati
on:
Educat
ioni
nit
sbr
oadestsensei
sanyact
orexper
iencet
hathasa
f
ormat
iveef
fectont
hemi
nd,
char
act
er 
,or
 phy
sical
abi
l
ityof
 ani
ndi
vi
dual
.
Educat
ionist
heprocessby 
whichsoci
etydeli
ber
atel
ytransmit
sits
accumulat
edknowl
edge,
ski
l
lsandval
uesfrom onegener
ationtoanothert
hrough
i
nstit
uti
ons.
……………………………………………………………….
THEEND………………………………………………………………