IIMT Management College

Question Bank
Marketing of services

Unit I & II
1. What do you understand by the term “services”? Describe the reasons
behind the rapid growth of service sector.

2. “Many economies in the world are becoming services economics”. Is this a

positive direction? Give reasons.

3. How do services differ from products? What are the marketing implications
of services characteristics? What challenges do the characteristics offer to
service marketing?

4. “Traditional marketing also applicable to services. The only difference is that

it has to be applied to the service sector” comment.

5. What are the basic difference between pricing of goods and service? Do
characteristics of services influence their pricing? Discuss, talking each
services characteristics, one by one.

6. What is zone of tolerance? What is the significance in service marketing?

7. What is market segmentation? Describe how market segmentation can be

used for services?

8. How is service quality perceived by customer? Explain two dimensions of

services quality and how they influence quality perception?

9. Explain the GAP model of services quality. Explain the concept of service
excellence.

10. What are the challenges to service firms in designing a distribution system?
Evaluate the suitability of different types of intermediaries for service
distribution.

11. What is the importance of physical evidence in service marketing? How can
physical evidence be managed?

12. What are the behavioral influence a service scape can make in respect of
employers and customers?
 13. In the GAP model of service quality which of the four service provider gaps
do you believe in the most difficult to close and why?

14. Discuss the characteristics of a good service guarantee. Evaluate the

following service guarantee offered by a restaurant for its home delivery
services, on the basis of the characteristics discussed by you. "30 MINUTES
GUARANTEE”. 10% DISCOUNT ON DELAYED DELIVERY ORDERS"

15. Draw the service blue print for the following services.

i. Courier ii. Air-lines

16. Why do customers switch service providers? As a marketer can you do

anything to prevent the customers from switching?

17. Taking the example of health care services, discuss the importance of
(i) Non-monetary costs (ii),Word-of-mouth communication

18. Explain the role of non-monetary costs in the marketing of services,

giving suitable examples

UNIT III & IV

1. Discuss the individual and family influence on buyer behavior for financial
services.

2. Explain the importance of branding marketing of financial services with the

help of suitable examples

3. Explain the development of different types of bank branches and other

models of delivery of banking service.

4. Explain briefly various methods of pricing financial products.

5. Define promotion. What should be a’ good promotion blend’, for marketing

banking services?

6. Explain with the help of examples how effective marketing can be useful in
enhancing the insurance business.

7. What are the advantages that accrue from branding of financial services?
Illustrate with the help of examples, some of the pitfalls associated with
umbrella branding.
8. What are the distinctive characteristics of financial services? In what way
does information technology affect the financial services sector from the
providers' point of view? Discuss.

9. What is bundling? Why do you think bundling has emerged as an important

aspect of consumer pricing, especially in context of telecom service provision
in India. Do you think bundling is always in customer interest?

10. Define Promotion. What should be a ‘Good Promotion blend’, for marketing
banking services?

11. Explain the importance of branding in marketing in marketing of financial

services with the help of suitable examples.

12. Explain the international marketing of services recent Trends. Which factors
influence the international marketing?

13. Explain the international service strategy; how it is differ to the national
service marketing?

14. Explain the marketing mix strategy of financial services with suitable
examples.

15. What do you understand by marketing mix for financial services ? Explain
the three additional Ps included in the marketing mix of financial services.

16. How do the developments in information and communication technologies

exert impact on the functioning of the financial services sector?

17. What is segmentations of financial services? How it is different from the

segmentation of normal services.

Short Notes

1. SERVQUAL
2. Service quality
3. Search Goods & Experienced goods
4. Pricing
5. Relationship Marketing
6. Augmented Marketing Mix
7. Service Promotions
8. Service Marketing mix
9. Zone of Tolerance
10. Customer Relationship Management
11. Physical evidence
12. international Service Marketing