Page 259 - DMGT510_SERVICES_MARKETING

Services Marketing

Notes 13.7 Review Questions

1. Suppose you are the marketing head of a health and cosmetic clinic. How would you
design your communications program effectively?
2. As a marketer of an airline firm, how would you effectively advertise your services?

3. “Advertising attempts to change the mood of the people”. How? Give examples
4. Is the marketer right in keeping sales as an advertising goal? Which of its objectives is
more relevant than others?

5. Suppose you are the marketing manager of an international banking firm which has just
started its operations in India. How would you choose appropriate media to target your
customers?
6. Compare and contrast advertising and public relations.
7. “ Sales promotions are only short term incentives to boost sales” Discuss
8. “Personal Selling is an effective tool of persuasion in those areas where the customer has
difficulty in comprehending the service product”. Comment
9. Why there is an increase in use of direct marketing by the marketers? In which sectors
direct marketing can be effectively used and how?
10. “The place where the service delivery and encounter takes place is like a shop floor or a
factory.” Comment
11. Suppose you are the marketing head of a chain of restaurants. Your restaurant is able to
generate enough curiosity among people due to lack of visibility and low level of tangible
cues. How would you correct this?
12. How does a logo or a mission/vision statement convey brand philosophy? Give examples
to support your answer.

Answers: Self Assessment

1. Identifying target audience 2. To remind
3. Action 4. Feed forward
5. True 6. True
7. False 8. True

9. 9a 10. 10e
11. 11b 12. 12d
13. 13c 14. Physical evidence
15. Facility design 16. Continuous

17. Logo

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