Page 237 - DMGT510_SERVICES_MARKETING

Services Marketing

Notes Mergers: combining of two or more companies.

Strategic Alliance: relationship between two or more parties to pursue common goals.
Vertical channel conflict: it occurs between members at different levels of a marketing channel,
for example manufacturer-wholesaler or wholesaler-retailer discord.
12.5 Review Questions

1. How does the inseparability feature of services necessitate requirement of intermediaries?
2. Service firms often face dilemma while deciding on distribution issues. What is their
dilemma? Is there any solution that you can suggest?
3. You have just started a restaurant in a city and you want to expand your business to more
cities. Critically analyse the idea of appointing intermediaries.

4. Suppose you are the marketing manager of an institute that provides preparation courses
for IIT. What steps would you take to expand your network all across India?
5. Critically analyse both direct and indirect modes of distribution. Include examples in
your analysis.
6. If you are the marketing head of a DTH service company, how would you go about
choosing a particular type of service channel?

7. Critically analyse the distribution growth options (both national and global) available
with a firm.
8. Explain the distribution strategy adopted by Bharti Wal-Mart in India.

9. Discuss the intermediary management strategies. Give examples to explain each strategy.
10. How the perception of the role of the intermediary makes it difficult to manage them?

Answers: Self Assessment

1. True 2. True
3. True 4. True

5. True 6. False
7. False 8. True
9. False 10. False
11. Joint venture 12. Empowerment

13. Partnering 14. Strategic alliance
15. TATA Teleservices

12.6 Further Readings

Books C Bhattacharjee, Services Marketing, Excel Books, New Delhi
Christopher H Lovelock, Services Marketing, third edition, Prentice Hall, US
Leonard L Berry, Great Service: A Framework for Action, the Free Press

232 LOVELY PROFESSIONAL UNIVERSITY