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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
7/30/2019 Sessionwise Outline SM
2/3
Services Marketing
Prof Anita Basalingappa
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
7/30/2019 Sessionwise Outline SM
3/3
Services Marketing
Prof Anita Basalingappa
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