Page 141 - DMGT510_SERVICES_MARKETING

Services Marketing

Notes 7.8 Review Questions

1. As a student of marketing, what importance do you attach to segmentation and targeting?
Are they more important than deciding the marketing mix?
2. Describe the Diaspora Effect with the help of examples.

3. Suppose you are the marketing head of an insurance company. What factor will you keep
in mind while deciding on a particular segment?
4. Do beauty salons segment their market on the basis of demographics or psychographics?
Why?
5. Suppose you are the marketing manager of a chain of multiplex. What segmentation
strategies will you adopt? What will be the best way, according to you to segment the
market?

6. “Unique personality forms the basis of unique needs and desires”. What do you mean by
this statement? Give examples to support your answer.
7. Consider any one service firm that segments the market on usage rate effectively and
design a service plan for them.
8. Differentiated marketing is to customize and undifferentiated is to standardize. Do you
agree? Why or why not?

9. “In niche marketing, a service firm becomes vulnerable to powerful competitors coming
in”. Discuss
10. Why it has become important for any firm to differentiate their products? If you are the
marketing manager for a private MBA institute, how will you differentiate yourself from
other MBA institutes?
Answers: Self Assessment

1. T 2. T
3. F 4. (d)
5. (d) 6. (b)
7. T 8. F

9. T 10. undifferentiated
11. differentiated 12. differentiated
13. Niche 14. small
15. T 16. T

17. F

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