sessionwise outline sm

7/30/2019 Sessionwise Outline SM

1/3

Services Marketing

Prof Anita Basalingappa

Session-wise plan

Course material:

1) Services Marketing by Valarie Zeithaml; Mary Jo Bitner; Dwayne D Gremler & Ajay Pandit

(VZ:MB:DG:AP)

2) Cases

# Topic Case (C)/ Readings (R) Guidelines for Preparation Intended

Learnings

1 Introduction Hubspot: Inbound

Marketing and Web

2.0 (C)

Have the rules of Marketing changed?

If so, how?

Is Hubspot finding and serving the right

set of customers?

What do you advise to Halligan and

Shah?

2 &

3

Introduction

to Services

Differences

between

tangible

products &

intangible

products

Chapters 1 & 2

(VZ:MB:DG:AP)

Home Solutions

(India) Limited

kitchen section (R)

pp718-730 in text

book (VZ:MB:DG:AP)

List all the services and products that

are bought by you in a month. If your

budget is reduced by fifty percent, what

are the items in the list that you will

continue to buy?

Identify the marketing mix elements of

Home Solutions (India) Limited.

What are the gaps that need to be

addressed to resolve the issue in the

case?

7Ps, Basic

differences

between

Intangible

products and

Tangible

products,

Gaps modelof service

quality

3 &

4

Customer

Behavior in

services:

Understanding

Customer

Expectations,

Experiences

and

Perceptions

Aravind Eye Care

System (C)

Chapters 3, 4 and 5

(VZ:MB:DG:AP)

Identify moments of truth, analyze how

customer expectations, experiences &

perceptions are formed.

Refer to frameworks on pp91 and

pp109 in the chapters.

Consumer

Behavior in

services

5 Managing

Relationships

& building

loyalty

Custom Research (C)

Chapter 7

(VZ:MB:DG:AP)

Has Custom Research correctly

analyzed what is causing their problems

in improving profitability?

Evaluate process and procedures used

by Jeff Pope in dividing customers into

categories of profitability?

Managing

Relationship

and building

loyalty


2/3

Services Marketing


6 Service

Recovery

Euro-Air (C)

Chapter 8

(VZ:MB:DG:AP)

Should Miller and Gold do anything at

all?

What should Elizabeth Gold say to Mr.

Boyd in response to the questions hesraised?

What, if any, compensation should be

offered?

What can Euro Air do as an

organization both from subsidiary

and parent company perspectives to

learn from this experience?

Service

Recovery,

Recovery

Paradox,

Service

guarantees

7 AligningService Design

and Standards

Chapters 9, 10 and 11(VZ:MB:DG:AP)

TBA ServiceDevelopmen

t and Design,

Customer

defined

service

standards,

Physical

Evidence and

Servicescape

8 Pricing Atlantic Computer: ABundle of Pricing

Options (C)

Chapters 17

(VZ:MB:DG:AP)

What price should Jowers charge Tronnservers+PESA software tool?

How are Matzer, Cadenas salesforce,

customers and Ontario Zinks senior

management team likely to react to

your recommendation?

What response can be provided to

overcome any objections?

Pricingstrategy

9 ManagingDemand and

Supply Yield

Management

The SpringfieldNoreasters:

Maximizing Revenues

in the Minor Leagues

(C)

Chapter 6 &15

(VZ:MB:DG:AP)

Evaluate the research survey conductedby the league sports Association and by

Larry Buckingham, Noreasters

marketing director. Consider each step

in the process that led to the findings of

the survey.

What do you consider to be key findings

of the research survey? Comment on

what Buckingham learned about a

prospective customer profile, pricing,

and single-ticket versus season-ticketpackages.

Pricing andYield

management


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Services Marketing


What considerations should Noreasters

take into account in establishing a

pricing policy?

Design a ticket pricing plan for theNoreasters first season. Be very

specific, and be prepared to explain the

assumptions.

Using the pricing plan you have

designed and given Buckinghams

assumptions about concession sales,

will the team reach breakeven in the

first year? If not, what options does

Buckingham have to reach his target?

10 Return on

Service Quality

Chapter 18

(VZ:MB:DG:AP)

TBA

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