Page 186 - DMGT510_SERVICES_MARKETING

Unit 9: Service Product and Operation

6. Does the intangibility of services, makes it more important to brand a service offering? Notes
Explain
7. Critically analyse the concept of cannibalization. How can you co-brand and extend the
existing service brand -ABC tour packages?
8. Suppose you want to open an Italian restaurant. How would you go about initiating your
business venture?
9. “Customers tend to perceive the service delivery system as part of the service itself”. Why
does this happen? Are they same? Explain with examples

10. Explain the importance of ‘first encounter’ in: hotel industry, a banking firm, airline,
hospitals and counselling services. In which of these sectors, experience of ‘first encounter’
is most important?
11. Explain the product life cycle concept. Which stage is the brand ‘Air India’ in?
12. Explain the new service development process of a tariff plan at a mobile network provider.

Answers: Self Assessment

1. Experience 2. Core
3. Extended 4. Product mix
5. Depth 6. False
7. True 8. True
9. False 10. a
11. b 12. c
13. d 14. True
15. False 16. True
17. Blueprint 18. Balanced Product Line
19. One-sided 20. Divergent

9.9 Further Readings

Books C Bhattacharjee, Services Marketing, Excel Books, New Delhi
Christopher H Lovelock, Services Marketing, third edition, Prentice Hall, US

Valarie A Zeithmal and Mary JO Bitner, Services Marketing: Integrating Customer
Focus across the Firm, Tata McGraw Hill, New Delhi

Online links www.quickmba.com/marketing/product/lifecycle
www.marketing.about.com/cs/brandmktg/a/whatisbranding
www.wpp.com/wpp/marketing/branding
www.knowthis.com/...products/product-development-steps

www.best-management-practice.com/.../Service_Operation
www.servicedesign.wikispaces.com/Service+Blueprint

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