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Anja Geigenmüller, Ph. D., Professor of Marketing
MARKETING V/I
Summer Term 2013
Exam preparation
Services Marketing
Department of Marketing Ilmenau University of Technology
Anja Geigenmüller, Ph.D. Professor of Marketing
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About the exam
Style and duration: Means of assistance permitted: Date:
Written, essay style; “open-book exam“ 90 minutes notes, textbooks, translators; no personal contact August 12th, 3:00 p.m., Sr Hu 211/212
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About the exam
Name …! Define/Describe …! Explain …! Discuss …!
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Questions for Review – CHAPTER 1
(1) Which types of services are most/ least affected by the problem of variable inputs and outputs? (Q. 9)
• Causes of variability (see slide #18)
• Forms of employee-customer contact (see slide #27)
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Questions for Review – CHAPTER 1
(2) Which types of services can rather easily be provided internationally? (Q. 10)
• Level of standardization
• Electronic delivery
• Worldwide access (24/7)
• Cost-efficient because of higher levels of customer participation (“customers as partial employees”)
Electronic services (see slide #23)
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Questions for Review – CHAPTER 2
(3) What is the GAP model?
• Systematic analysis of service gaps (see slide #29)
• Four gaps
• Customer and company perspective
Example: Academic Service Center (ASC)
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Questions for Review – CHAPTER 2
(4) Where do a) computer software; b) retailing; c) consulting fit into to the continuum of goods? (Q. 2)
• Approach to describe products in terms of their level of (in)tangibility
• Services involve different levels of intangibility (see slides #12, 35)
• Position in this continuum determines which marketing activities are required
b), c) a)
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Questions for Review – CHAPTER 2
(5) When and why do service providers enhance or limit customer-to-customer interactions in service encounters? (Q. 9)
• Customers may affect each other during service encounters.
• Criteria to judge customer-to-customer interactions (see slide #43)
• Limitations because of lacking compatibility and/or detrimental impacts on customer satsifaction
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Questions for Review – CHAPTER 3
(6) How could a) retailer; b) financial service provider; c) a university track their service performance? (Q. 10)
• Variety of service research methods (see slide #62)
• Utilization dependent on research object and type of service (see slide #60)
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Questions for Review – CHAPTER 4
(7) What are appropriate strategies to get rid of "wrong" customers? (Q. 3)
Definition of “right” and “wrong” customers (see slides #78, 80)
Strategies
• Reducing service offers
• Limiting communication activities
• Excluding from service offers (“blacklisting“)
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Questions for Review – CHAPTER 4
(8) Which factors affect the value of customers to a service firm? (Q. 5)
• Relevance of customer relationships (see slide #79)
• Customer value as a function of costs and benefits involved in a particular relationship (see slide #80)
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Questions for Review – CHAPTER 4
(9) Which are the drivers and outcomes of strong customer relationships? (Q. 6)
See slide #81
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Questions for Review – CHAPTER 5
(10) What is revenue management in services?
see slide # 122
Price setting to improve capacity utilization
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Questions for Review – PREVIOUS EXAMS
Name and explain at least four instruments you would use to promote your new service offers to your target groups! (Winter term 2012/13; Q. 4)
• Challenges in service promotion (see slide #133)
• Naming promotion instruments (e.g., advertising, events, PR, online marketing, sales promotion, etc. …)
• Explaining promotion content/ message (e.g., showing buildings, rooms, architecture etc., demonstrating appropriate customer behaviors (“customer script”), communicating service guarantees, etc. …)
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Questions for Review – PREVIOUS EXAMS
Name and explain at least three ways to use electronic channels for promoting or even distributing the new career services! (Winter term 2012/13; Q. 6)
• Relevance of e-services (see slide #165) (excluded from this term’s exam!)
• Solutions might include: Webpage for announcing information on the service offer, working hours, contact details; Download area for providing access to course material Online courses; online consulting …