Page 60 - DMGT510_SERVICES_MARKETING

Unit 3: The Service Marketing Mix and Purchase Process

8. Why a service marketer should prevent customers form making comparisons? Explain Notes
with examples.
9. Do you think self-image and ego has something to do with brand selection? Why or why
not?
10. Explain the concept of cognitive dissonance. What you can do to reduce it?
11. Suppose you want to open a student’s saving account with a bank. What is your decision
making process likely to be?
12. Why a marketer wants that consumers should not follow the eight step sequence for
purchase? What all he can do to ensure this?

Answers: Self Assessment

1. True 2. False
3. False 4. True
5. True 6. a

7. c 8. b
9. Commercial 10. Secondary
11. Cognitive dissonance 12. Critical incident
13. Evoked 14. True
15. False

3.8 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.learnmarketing.net/servicemarketingmix
acru.tuke.sk/doc/CME_Present/BB_Marketing

jobfunctions.bnet.com/abstract.aspx?docid
www-rohan.sdsu.edu/~renglish/370/notes/.../index.htm
www.emeraldinsight.com/Insight/ViewContentServlet

LOVELY PROFESSIONAL UNIVERSITY 55