1. Explain the difference between search, experience and credence qualities giving suitable examples. Discuss their implications for services marketers.
2. Taking the example of an airline, explain the various elements of services marketing mix.
3. Do you agree with the following statements? Justify your answer.
(a) Service waits (customer waiting) can be managed only by operations management.
(b) In the mature industries generally the core product becomes a commodity and competitive advantage is derived out of value creating product support services.
(c) A service organization should treat a complaint as a gift and the one who complains as a friend.
4 Assume you manage a full service family restaurant in an important location of a large city. Explain the underlying pattern of demand flutution that is likely to occur at your restaurant and the challenge it would present to you as a manager. List out the strategies that you might use to manage demand and capacity.
5 You have been appointed as a marketing consultant by a multi-speciality corporate hospital. Prepare a note for the hospital management explaining:
(a) Why it would be necessary for doctors as well as nursing staff to be marketing oriented?
(b) Importance of word of mouth communication for the hospital.
(c) How the pricing of health services is different from pricing of goods?
(d) Service quality dimensions which the hospital can use for measuring its service quality?