Question

swer any five questions question One nescribe the four main characteristics of a service and the impact of markating of a service. Use examples to illustrate your answers Question Two 20 marks) Discuss some of he maor changes ocouring in the service serdm nu impact competition. and how they 20 marks) Question Three Many Small to Medium sized Enterprises (SMEs) face the challenge of finding the right people and building effective teams. Discuss some of the crucial success factors needed for effective teams in a private school. (20 marks) Question Four Service personnel especially frontline staffs are a key source of Customer Loyality and Competitive Advantage for service firms. How does frontine work contribute towards driving customer loyalty? (20 marks) Question Five The World Wide Web can offer service marketers a number of benefits in marketing their service offering to the target market. Discuss how the web can help service marketers to achieve their objectives? (20 marks Question Six Why is it important to identify the customer moments of truth? Question Seven (20 marks) Franchising involves a contractual arrangement between a franchisor (a manufacturer, wholesaler, or service sponsor) and a retail franchisee, which allows the franchisee to conduct business under an established name and according to a given pattern of business. Discuss the competitive advantages and disadvantages of a franchising? (20 marks)

Answer 1

Question One :

Service is an offering (product) in intangible form which sellers provide to consumers. It is very much different from physical goods (that are tangible in nature) which makes the marketing of services very different.

The four main characteristsic of a service are as follows -

1) Intangibiloty : unlike goods, services are intangible in nature. This features implies that services can not be seen, touched except being experienced. For example enjoyment at disney land cannot be seen rather only experienced.

2) Perishability :Unline goods which can be produced now and can be sold later when demanded thourgh storage, services cannot be stored and unused capacity cannot be stored and sold in future. For example if a hair cutter is having no cutsomer in morning, he can not store his time to invest in times when he will be having many customers at once. Thus sefvices are perishable in nature, they got perished as sson as produced if not ocnsumed.

3) Inseparability: It implies that production of service and its delivery to customer takes place simultaneously and are not inseparable. Unlike goods which are produced now and then delivery takes place not at time of production, the delivery and production of services takes place at same time. For example one can get hair cut (delivery) only when it is that time only being oprovided by the hair dresser (production).

4) Variability : Goods which are produced with same specification and materials are no different amongst each other. If a specific model of car is offrred at one show room, the the same model will be the replica of it in another showroom. But in services, servic offered by one seller varies from service by another. For example different hair cutting service at different hair dresser even when you ask a specific cut.

The marketing activities related to a particular service greatly influenced its sales. Unlike goods which we assessed through its functions, quality, by seeing it, touching it, services are only expressed as experince when one customer tells about it to others. For example if you want to buy a car, you may take drive of different cars of your friends to decided which one to purchase. But when you wants to have a hair cut, you cant simply go and take hair cut from different hair dresser to decide. Thus here plays marketing an important role. Marketing makes a service producer renowned and its service being trusted in market. The image, brand equity play crucial role in service industry which is created thorugh marketing.