Page 41 - DMGT510_SERVICES_MARKETING

Services Marketing

Notes 4. Suppose you are the marketing manager of a chain of gymnasium and spa, which is soon
going to commence its operations. Do a micro environment analysis for your service
firm.
5. What could possibly constitute the external environment factors for HSBC for its foray
into the insurance business in India? Explain your answer.
6. Explain the ways in which internal environment factors can work against a hotel chain in
India.
7. How should Cox and Kings go about analyzing the external environment while making
an entry in the travel market of Turkey?

8. How would you make a market opportunity analysis for a new BPO entrant?
9. How would you go about identifying and analyzing competition using the competitor
typology?

10. Analyze the effect that technology can have on the efficiency and effectiveness of a service
marketer.

Answers: Self Assessment

1. True 2. True

3. True 4. False
5. True 6. Internal
7. Micro 8. Indirect
9. Direct 10. Type of market
11. e 12. d

13. c 14. b
15. a

2.7 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

Online links www.managementparadise.com/forums/...php/t-44930.html
www.waesg.com/wa-codes/wa-class.htm
http://marketingteacher.com/lesson-store/lesson-marketing-environment.html

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