Marketing 5/1 Services Marketing (Summer 2015)

Transcription

1 ILMENAU UNIVERSITY OF TECHNOLOGY Faculty of Economic Sciences and Media Department of Marketing Professor Anja Geigenmüller, Ph. D. Marketing 5/1 Services Marketing (Summer 2015) Date of exam: Aug 10 th, 2015 Examiner: Professor Anja Geigenmüller, Ph. D. Matrikel No.: Study course: Family name:* First name:* * Voluntary Task Maximum points Accomplished Total 90 Grade Signature: Date: 1nd Marking 2nd Marking Please note: Process time: Aids permitted: 90 minutes No restrictions ( open-book exam ) The exam contains: 7 pages including the cover page Please use both cover and reverse sides for your answers! Provide your answers in English! Please refrain from using pencils, use permanent pens instead!

2 INTRODUCTION Imagine you are responsible for managing an advertising agency! Taking this example, please answer the following questions! Task 1: Fundamentals of Services Marketing 15 points a) Explain the four characteristics of services and how they apply to the given example! b) Explain three ways the advertising agency should offer to its customers to interact with the service firm! Give examples for relevant services! (3 p.) c) Explain which contributions the customer has to make in order to benefit from the services the advertising agency is offering! (3 p.) Please use also the reverse side for your answers! 2

3 d) Define the level of search, experience and credence attributes that characterize the services the advertising agency is offering! (3 p.) Task 2: Fundamentals of Services Marketing 18 points a) Explain the dimensions of service quality and how they apply to an advertising agency! (10 p.) b) The Service-Profit-Chain defines external service value as a strong driver of customer satisfaction, loyalty, and economic success. Explain the link between internal service quality and external service value with regard to the given example! (8 p.) Please use also the reverse side for your answers! 3

4 Task 3: Strategies in Services Marketing 14 points a) Explain four drivers of strong customer relationships and describe for each of it one example for a suitable activity! (8 p.) b) Name three activities the advertising agency could undertake in order to encourage customer complaints! Further, name three actions which would help the advertising agency to learn from recovery experiences! Please use also the reverse side for your answers! 4

5 Task 4: Services Marketing Mix 20 points a) Name two potential target groups of the advertising agency! Explain the service product the advertising agency is offering! (4 p.) b) Explain the method of blueprinting! For this purpose, please complete the table below by providing a short explanation of the elements of a service blueprint and by giving one example for each element! (10 p.) Element Explanation Example Physical evidence Customer actions Visible employee actions Invisible employee actions Support processes Please use also the reverse side for your answers! 5

6 c) Name three reasons why it could be beneficial to establish a brand for the advertising agency! Name three measures you would apply in order to brand the advertising agency! Task 5: Services Marketing Mix 10 points a) Explain the four roles employees play as representatives of a service firm such as an advertising agency! (4 p.) b) Explain three ways how the advertising agency could retain its best employees! Further, explain three ways how the advertising agency could develop its employees to service quality! Please use also the reverse side for your answers! 6

7 Task 6: Services Marketing Across Cultures 13 points a) Explain four reasons why service marketers should be aware of cultural differences! (4 p.) b) Explain how the advertising agency could address cultural differences with regard to the servicescape, to its employees, and to service communication. Describe two actions for each marketing instrument! c) Explain three benefits of an internationally standardized service brand! (3 p.) Please use also the reverse side for your answers! 7