Page 67 - DMGT522_SERVICES MANAGEMENT

Services Management

Notes 3. What is the principal driving force in global marketing of services?
4. How the face of service industry changes in India?
5. Compare different industries in term of growth and GDP earn with service industry.
6. “Services are now an integral part of any economy’s infrastructure and have become
indispensable to urban life.” Substantiate with suitable examples.
7. Suppose you are the marketing head of a chain of discothèques. What measures will you
take to add an element of tangibility to your service?
8. “The customer’s service encounters are different every time”. Comment.
9. Suggest ways to overcome the problem of standardisation in a multi-cuisine restaurant.
10. Compare and Contrast service and product marketing. Give examples.
11. Market has variety of offers ranging from pure goods to pure services. In light of this
statement explain the product-service continuum.
Answers: Self Assessment

1. True 2. True
3. True 4. True
5. True 6. Product, price, placement, and promotion
7. Global 8. Usage gap
9. Strategy 10. Consultancy
11. (b) 12. (a)
13. (b) 14. (c)
15. (d)

2.10 Further Readings

Books Christopher H Lovelock, Services Marketing, third edition, Prentice Hall, US
Leonard L Berry, Great Service: A Framework for Action, The Free Press
Ravi Shanker, Services Marketing, Excel Books, New Delhi
Valarie A Zeithmal and Mary JO Bitner, Services Marketing: Integrating Customer
Focus across the Firm, Tata McGraw Hill, New Delhi

Online links www.marketingteacher.com/.../lesson_services_marketing
www.online-pr.com/Holding/ServiceMarketingSecret
http://dis.shef.ac.uk/sheila/marketing/services.htm
http://www.mba-tutorials.com/marketing/165-products-vs-services.html

62 LOVELY PROFESSIONAL UNIVERSITY