Managing Services Marketing

369 Words2 Pages
Cork Institute of Technology Bachelor of Business in Marketing – Award (National Diploma in Business Studies in Marketing – Award) (NFQ – Level 7) Autumn 2005 Managing Services Marketing (Time: 3 Hours) Instructions Answer FIVE questions. All questions carry equal marks. Examiners: Ms. M. Benson Mr. R. Sherlock Q1. (a) Using examples briefly explain the different types of risks perceived by customers in purchasing and using services. (14 marks) (b) Gronroos argued that services marketing not only required external marketing. Identify and explain the other forms of marketing involved. (6 marks) Q2. (a) (b) Using examples explain the three unique aspects of the service marketing mix. (6 marks) What implications does the concept of “perishablility” have for both customer and service marketing managers? (14 marks) Q3. Explain how Schlesinger and Heskett (1991) cycles of failure and success, and Lovelock’s (1995) cycle of mediocrity can aid managers understand and improve the interactions between service providers and customers. (20 marks) Q4. Discuss the usefulness of the physical environmental dimensions put forward by Bitner (1992) in her “Servicescape Model” for service marketing managers. (20 marks) Q5. (a) Discuss how relationship marketing or retention marketing is different from the traditional emphasis in marketing marks) (4 (b) Outline the four levels of relationship strategies put forward by Berry and Parasuraman. (16 marks) Q6. (a) (b) How can recovery from a service failure be a blessing in disguise? (5 marks) Discuss the combination of strategies for service recovery put forward by Zeithaml and Bitner. (15 marks) Q7. (a) “The price charged to customers for a service is only one of several costs of service incurred by customers” (Lovelock). Discuss these other costs to customers. (12 marks) (b) Explain
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