Service Marketing — Winter 2019

What is a Service? Explain the role of services in the Indian economy

Explain the “flower of services” concept and explain each of the petals in detail

Is the service marketing mix the same as the marketing mix? Explain the differences

Explain the three-stage model of service consumption

Describe the four broad categories of services with suitable examples

Discuss the service leadership and culture in detail

Write a short note on Service Guarantee

Explain the different approaches to pricing in the service industry

Explain Self Service Technologies with examples

Elaborate the gap model with suitable examples and explain the implications on the service delivery and design

Discuss the various alternative demand management strategies for the firms having insufficient demand and insufficient capacities.

What is the importance of frontline employees in a service firm?

Write a brief note on CRM

‘When waiting is unavoidable make it atleast tolerable’ - Discuss

What is the role of blueprinting in designing, managing, and redesigning service processes?

Explain the wheel of loyalty

Discuss the different dimensions of a service environment with respect to Servicescape model