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

Anja Geigenmüller, Ph. D., Professor of Marketing 4

About the exam

Anja Geigenmüller, Ph. D., Professor of Marketing 5

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 …