Amity MBA 3rd Sem ASODL Marketing Of Services

Amity MBA Assignment A


Question 1. Define ‘Services’.   Distinguish between services with goods/products.   What are the different challenges for services marketing?   Discuss briefly the characteristics of Services.

Question 2. What do you mean by marketing-mix in terms of services?   Explain the marketing-mix elements in Services Marketing with suitable examples.

Question 3. How can service quality be used in a manufacturing context for competitive advantage?   Think of your answer in the context of automobiles or computers or some other manufactured product you have actually purchased.

Question 4. What is the difference between desired service and adequate service?  Why would a services marketer need to understand both types of service expectations?

Question 5. Define service culture.   Why is service culture so important?   Can a manufacturing firm have a service culture?   Why or why not?

Question 6. a) In what specific ways does the distribution of services differ from the distribution of goods?   What are the main differences between agents and brokers?   Explain with suitable examples.

  1. b) Which form of internal marketing communication – vertical or horizontal would you invest in if you had to select between them as an organization’s CEO?   Why?   Justify your answer with suitable examples.


Question 7. Describe the non-monetary costs involved in the following services –

a)             Getting an automobile loan

b)            Belonging to a health club

c)             Having allergies diagnosed and treated

d)            Attending an executive education class


Question 8. Write short notes on any three of the following:

a)             Intangibility.

b)            Service Delivery System.

c)             Perceived Service Quality.

d)            Relationship Marketing.

e)             Process of service recovery.


Amity MBA Assignment B

Case Study

World Gym

World Gym began operations in 1995 in a large city. The company’s objective was to meet the fitness needs of a diverse clientele, from the professional body builder to the overweight person,

World Gym’s principal plan was to have a fitness facility that targeted the common person – a fitness facility that was not on the high end or the low end, but in the middle price range.  At the beginning, it planned to challenge the price of the top-of-the-line facilities. It offered its services in a big spacious centre in a high-traffic area, a part of the city that was becoming gentrified. There was little competition in the area. The establishment’s large space, with natural light coming in, set it apart from competitors.

The company expected its members to come join other clubs and facilities not only in the immediate neighborhoods.  But all around the city, it saw its trade area as the neighborhoods within an 8-10 minute drive.

The company decided to begin by marketing its product to people who were already working out but wanted something unique. When the company opened its fitness facility, consumers readily accepted it.   World Gym membership far exceeded expectations.  It now has 3,000 members.    As many as 2,000 people come on a given day.

For years World Gym had few serious competitors. In the city, permits are required to open a gym and thus are an obstacle to potential competitors. And the cost of opening a 35,000-square-foot facility is an additional barrier to entry.

Question 1. Was World Gym’s pricing plan appropriate in a market where there was a relatively low supply of services?

Question 2. Over time World Gym’s membership exceeded expectations. Demand was strong and constant. What impact might this situation have on the company’s pricing strategy? Also, which might impact this situation on the company’s product strategy?

Question 3. Suppose the company learns that two new competitors plan to open fitness facilities within a mile of World Gym. How might the increased supply of services effect World Gym’s pricing policy?

Amity MBA Assignment C

  1. Services are primarily—
  2. From the Indian point of view _____% of GDP is from the service sector:
  3. Intangibility, Inseparability, Perishability, Heterogeneity and Ownership are the–
  4. Three additional elements in the services marketing-mix are—
  5. For price determination of services, _______ factor plays a key role.
  6. In services __________ factors relate to the competition and its depth etc.:
  7. __________ factors are attributes specific to the service –
  8. The unpaid form of advertising which is derived by getting coverage as news or an editorial item is called–
  9. In services ________ kinds of physical evidences are there.
  10. The façade and exteriors, logo are the essential components of _____________ evidence.
  11. Service personnel are parts of—
  12. ________________ is capable of creating situations like, natural disasters, to which service firms must respond.
  13. ____________ is external to the marketing organization but is related to its marketing efforts.
  14. STP stands for–
  15. Perceived Service Quality is—
  16. Quality of the service has _______ different components.
  17. _______gap represents the difference between the actual task completed and the customer’s perception of the service.
  18. In gap 4, the service delivery does not match up to the service provider’s ____________.
  19. Desired and Adequate services are–
  20. __________  is the level of service the customer will accept.
  21. The extent to which customers are willing to accept variation in service performance is called–
  22. ________________ intensifiers are temporary individual factors that make a customer aware of the need of the service.
  23. ______________  is the level of service the customers believe they would get.
  24. Personal and non-personal statements made by people other than those with the service provider to the customers about the quality of service are called–
  25. There are ________factors that influence customer perception.
  26. _________ is also called moments of truth.
  27. There are __________ common themes of customer satisfaction/dissatisfaction.
  28. _______ is the response of employee to problem customers or uncooperative customers.
  29. __________ encounters are a direct human contact.
  30. Image is the __________  the firm has for the reaching effect and also influences the customer perception.
  31. There are _________ stages in the marketing research process for understanding customer expectations.
  32. __________ deals with developing a service measurement strategy.
  33. CRM stands for–
  34. To be able to impact on the customer’s mind, services should be constantly maintaining _________ service standards.
  35. Telemarketing is an important component of–
  36. _________ helps in activating the process of advertisement.
  37. The services in hospitals are classified in three heads such as—
  38. NAAC stands for—
  39. From the Hotel Marketing point of view, the definition given by Melvyn Greene concentrates on the _____________ process.
  40. Services from an international perspective can be categorized into _______ clusters.


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