MM05
Marketing of Services
Assignment No.I
Assignment Code: 2013MM05A1 Last Date of Submission: 15th April 2013
Maximum Marks:100
Attempt all the questions. All the questions are compulsory and carry equal marks.
Section-A
Ques. 1 How would you define a service concept? What will you include in a service concept?
Support your answer with examples.
Ques. 2 Pricing is dicey in services. Discuss.
Ques. 3 What are the implications of intangibility, inseparability, perishability and heterogeneity
for marketing of services?
Ques. 4 People in services – both the provider and customers play an important role in the
delivery of service, from facilitating the delivery to tangibilizing the services. Elucidate.
Section-B
Case Study :CNN-IBN
In a competitive market, journalism has to be a collective enterprise. Stories that are in the public interest are overlooked by and large by the media because of stiff competition, which is also reflective of lack of good editorial judgment. TV news channels cannot be so competitive with each other that they overlooked stories, broken by rivals, of national importance. CNN-IBN is trying to bring in a certain passion and joy to news and news gathering. It claims to be a channel that is committed to news.
The worst thing new channel can do is be smug or complacent. It is not just about breaking stories, it is also about the entire package. Packaging is important, but ultimately it is all about editorial content. At CNN-IBN, everything else flows from making the content as good as it can be. The easy and soft option for CNN-IBN is to say that the channel has been relatively well received and people more or less have responded positively. But it needs to keep enhancing and keep innovating.
There is a format to the 24 hour news channel that CNN-IBN cannot really break out of beyond a point. To that extent, there will always be similarities between CNN-IBN and NDTV. NDTV has been there for 10 years. News channels always look at NDTV as a benchmark for excellence. Certain things are similar to be competitor NDTV because of the 24 hour format of news television, but there are many things that are different at CNN-IBN, NDTV may do a good story one day and CNN-IBN put together another good story the next day. It is a constant process of evolution. But people notice the differences between CNN-IBN and other news channels.
Every news channel is going to say that news is its core value. A news channel’s USP depends on how the channel treats the news and what impact the new has. News channels will ultimately be judged on news. At times, news channels forget their basic purpose. They get so carried way by the new celebrity cult or gimmicks that they forget that what people actually want is news. People turn to new channels ultimately for news. It is nice to have news-plus programs as they give profile. CNN-IBN did one with Kapil Dev and Imran Khan, and go a huge response. But on a day-to-day basis, those are cherry on the top. But the cake has to be built by news and by journalists.
Anyone who speaks English language in this country is an audience for CNN-IBN. It is Aaj Tak in English. It has achieved a certain pace and energy. One of the goals for the channel is to combine the aggression of Hindi journalism with the solidity of English. It is important that journalists have aggression. One of its goals is to break these barriers between Hindi and English (journalism). CNN-IBN believes that for much too long, English language journalism has been imprisoned within an elitist cage and it is time to break free. English language journalists cannot talk down to viewers anymore.
There is a need to break the barriers between Hindi and English language journalism. There is a need for robustness and passion for news, which is reflected by Hindi journalism. Such passions are lacking in English language journalism by and large. CNN-IBN believes that the time has c come to blend the strengths of Hindi and English language journalism. English language the advantages of Hindi and English language journalism. IBN would like to move into the Hindi news space. It is the only way forward, though the Hindi market is an extremely competitive one.
IBN got instant credibility from the co-branding deal with CNN. That the world’s largest news network decided to tie-up with a fresh channel only enhanced its credibility. But ultimately the channel will be judged on day-to-day performance. Ratings will be high if the news channels is good. The first battle that has to be won is that people have to see CNN-IBN as a serious news channel, which people do.
CNN-IBN does not want too many ads in the beginning. It wants to provide its viewers with lots of news. Eventually, it will have ads as it wants to generate revenues too. A journalist-driven channel is here to make revenues and CNN-IBN is confident of that.
Case Question
1. What element of services marketing is involved here that differentiates CNN-IBN from NDTV and other news channels? Explain.
MM05
Marketing of Services
Assignment No.II
Assignment Code: 2013MM05A2 Last Date of Submission: 15th May 2013
Maximum Marks:100
Attempt all the questions. All the questions are compulsory and carry equal marks.
Section-A
Ques. 1 What role does CRM and Referral marketing plays in marketing of financial services
be it insurance, mutual funds, loans, and fixed deposits?
Ques. 2 a) “With the opening up of private sector in health sector, competition has risen to
phenomenal heights “. What features of health sector make it a distinct field, that it
requires specialized marketing by specialized persons? Explain in detail. Give
examples.
b) Write in detail why educational and professional services and NGO’s also require
skilled marketing and sales people? Give examples
Ques. 3 Explain the market for tourism in India. What marketing strategies would you suggest
to promote tourism in India?
Ques. 4 Outline the role of after-sales-services and perceived service quality in customer
buying decision process.
Section-B
Case Study
J W Marriott in India
With the maturation of the Indian tourism industry, global hotel chains such as J W Marriott are expanding their presence in India. The hotel chain has five brands, all of which are already operating in India.
A brand implies a high measure of familiarity-a reassuring impression of quality, strength, stability, reliability, and overall trustworthiness. With the broadening of horizons, Indians are not limited to local brands, but are also getting an international exposure. As lot of big names and international brands enter the Indian market, higher level of brand awareness cannot be denied. Indian customers are now mature and can choose the right brand to suit these needs. J W Marriott brand has global presence and has high brand recognition due to its consistently high standards of reliability, security and dependability.
Marriott is perhaps the first hotel company that offers a hotel brand to suit the needs of all types of travelers. The presence of Marriott brands in India is growing stronger. It has already established properties in Mumbai, Goa and New Delhi and will be opening in Bangalore, Hyderabad and Chennai. The chain does not take marginal location or a property that does not fit the brand portfolio, just to enter a market.
There are four Marriott International hotel brands that are currently operational in India-JW Marriott Hotel Mumbai, Goa Marriott Resort, New Delhi Marriott Hotel, Renaissance Mumbai Hotel & Convention Centre, and the Lakeside Chalet Marriott Executive Apartments. The Hyderabad Marriott, will also open soon and JW Marriott, Bangalore will open in 2007.
Chennai has a large number of business travelers, and is additionally attracting a large number of medical tourists as well. The Courtyard brand has customer-focused design that allows guests to be more comfortable and productive. The contemporary business facilities, warm service and casual environment help the guests to recharge and reconnect. Marriott International has been the leading choice in its lodging category.
The greater the number of brands in a marketplace, the more can Marriott influence the market. Various brands cater to various clients. People’s needs and preferences are different markets and Marriott has responded to them. It is a global luxury brand, which is a unique combination of relaxed elegance, luxurious environments and gracious warm and personalized service.
Renaissance Hotels & Resorts, is a quality-tier full service brand, which provides guests with the ambiance of a boutique. Its brand signatures include interior design, a `street’ restaurant and savvy service. In the Courtyard brand, the customer is a value seeking business traveler. They have a budget to keep to, and they either do not want to or cannot stay at a full-service upscale market. Marriott Hotel & Resorts provides consistent, dependable, and genuinely caring experiences to guests on their terms. Marriott Executive Apartments offer travelers residential accommodations with hotel-like amenities.
The chain has developed expertise for cross-selling many different hotel brands sitting next to each other in a market. The group sales systems are designed to cross-sell across the portfolio. Competitors in these markets are competitive hotel brands, not the chain’s own brands. Marriott cross-sells by building and positioning hotels so that they are targeted at different market segments. In markets where the hotels are directly competing with each other, the brands work together to leverage sales. The hotels communicate their businesses’ strategies and develop a marketing plan to attract business.
In the hospitality business, if customers buy repeatedly, one is successfully offering what they need. One customer may be loyal to products and the places that provide them. Another may be loyal to the service that goes along with the product. Another may be loyal to the cachet of a place. However, some consumers are only loyal to price or location. A well-known brand gives the customer a mental image of the design, services and overall characteristics of the brand. Hence the customer knows exactly what to expect from their stay. It counts to be a well known hotel brand.
Case Questions
1. For a well known brand like Marriott, customer expectations are bound to be high. What should a hotel like Marriott do to maintain its status?
2. What uniqueness in services should any well known brand have to sell itself in front of tough competition from other equally well known brands. Can it have uniqueness or not, or only brand name will sell by itself? Give your views.
Marketing of Services
Assignment No.I
Assignment Code: 2013MM05A1 Last Date of Submission: 15th April 2013
Maximum Marks:100
Attempt all the questions. All the questions are compulsory and carry equal marks.
Section-A
Ques. 1 How would you define a service concept? What will you include in a service concept?
Support your answer with examples.
Ques. 2 Pricing is dicey in services. Discuss.
Ques. 3 What are the implications of intangibility, inseparability, perishability and heterogeneity
for marketing of services?
Ques. 4 People in services – both the provider and customers play an important role in the
delivery of service, from facilitating the delivery to tangibilizing the services. Elucidate.
Section-B
Case Study :CNN-IBN
In a competitive market, journalism has to be a collective enterprise. Stories that are in the public interest are overlooked by and large by the media because of stiff competition, which is also reflective of lack of good editorial judgment. TV news channels cannot be so competitive with each other that they overlooked stories, broken by rivals, of national importance. CNN-IBN is trying to bring in a certain passion and joy to news and news gathering. It claims to be a channel that is committed to news.
The worst thing new channel can do is be smug or complacent. It is not just about breaking stories, it is also about the entire package. Packaging is important, but ultimately it is all about editorial content. At CNN-IBN, everything else flows from making the content as good as it can be. The easy and soft option for CNN-IBN is to say that the channel has been relatively well received and people more or less have responded positively. But it needs to keep enhancing and keep innovating.
There is a format to the 24 hour news channel that CNN-IBN cannot really break out of beyond a point. To that extent, there will always be similarities between CNN-IBN and NDTV. NDTV has been there for 10 years. News channels always look at NDTV as a benchmark for excellence. Certain things are similar to be competitor NDTV because of the 24 hour format of news television, but there are many things that are different at CNN-IBN, NDTV may do a good story one day and CNN-IBN put together another good story the next day. It is a constant process of evolution. But people notice the differences between CNN-IBN and other news channels.
Every news channel is going to say that news is its core value. A news channel’s USP depends on how the channel treats the news and what impact the new has. News channels will ultimately be judged on news. At times, news channels forget their basic purpose. They get so carried way by the new celebrity cult or gimmicks that they forget that what people actually want is news. People turn to new channels ultimately for news. It is nice to have news-plus programs as they give profile. CNN-IBN did one with Kapil Dev and Imran Khan, and go a huge response. But on a day-to-day basis, those are cherry on the top. But the cake has to be built by news and by journalists.
Anyone who speaks English language in this country is an audience for CNN-IBN. It is Aaj Tak in English. It has achieved a certain pace and energy. One of the goals for the channel is to combine the aggression of Hindi journalism with the solidity of English. It is important that journalists have aggression. One of its goals is to break these barriers between Hindi and English (journalism). CNN-IBN believes that for much too long, English language journalism has been imprisoned within an elitist cage and it is time to break free. English language journalists cannot talk down to viewers anymore.
There is a need to break the barriers between Hindi and English language journalism. There is a need for robustness and passion for news, which is reflected by Hindi journalism. Such passions are lacking in English language journalism by and large. CNN-IBN believes that the time has c come to blend the strengths of Hindi and English language journalism. English language the advantages of Hindi and English language journalism. IBN would like to move into the Hindi news space. It is the only way forward, though the Hindi market is an extremely competitive one.
IBN got instant credibility from the co-branding deal with CNN. That the world’s largest news network decided to tie-up with a fresh channel only enhanced its credibility. But ultimately the channel will be judged on day-to-day performance. Ratings will be high if the news channels is good. The first battle that has to be won is that people have to see CNN-IBN as a serious news channel, which people do.
CNN-IBN does not want too many ads in the beginning. It wants to provide its viewers with lots of news. Eventually, it will have ads as it wants to generate revenues too. A journalist-driven channel is here to make revenues and CNN-IBN is confident of that.
Case Question
1. What element of services marketing is involved here that differentiates CNN-IBN from NDTV and other news channels? Explain.
MM05
Marketing of Services
Assignment No.II
Assignment Code: 2013MM05A2 Last Date of Submission: 15th May 2013
Maximum Marks:100
Attempt all the questions. All the questions are compulsory and carry equal marks.
Section-A
Ques. 1 What role does CRM and Referral marketing plays in marketing of financial services
be it insurance, mutual funds, loans, and fixed deposits?
Ques. 2 a) “With the opening up of private sector in health sector, competition has risen to
phenomenal heights “. What features of health sector make it a distinct field, that it
requires specialized marketing by specialized persons? Explain in detail. Give
examples.
b) Write in detail why educational and professional services and NGO’s also require
skilled marketing and sales people? Give examples
Ques. 3 Explain the market for tourism in India. What marketing strategies would you suggest
to promote tourism in India?
Ques. 4 Outline the role of after-sales-services and perceived service quality in customer
buying decision process.
Section-B
Case Study
J W Marriott in India
With the maturation of the Indian tourism industry, global hotel chains such as J W Marriott are expanding their presence in India. The hotel chain has five brands, all of which are already operating in India.
A brand implies a high measure of familiarity-a reassuring impression of quality, strength, stability, reliability, and overall trustworthiness. With the broadening of horizons, Indians are not limited to local brands, but are also getting an international exposure. As lot of big names and international brands enter the Indian market, higher level of brand awareness cannot be denied. Indian customers are now mature and can choose the right brand to suit these needs. J W Marriott brand has global presence and has high brand recognition due to its consistently high standards of reliability, security and dependability.
Marriott is perhaps the first hotel company that offers a hotel brand to suit the needs of all types of travelers. The presence of Marriott brands in India is growing stronger. It has already established properties in Mumbai, Goa and New Delhi and will be opening in Bangalore, Hyderabad and Chennai. The chain does not take marginal location or a property that does not fit the brand portfolio, just to enter a market.
There are four Marriott International hotel brands that are currently operational in India-JW Marriott Hotel Mumbai, Goa Marriott Resort, New Delhi Marriott Hotel, Renaissance Mumbai Hotel & Convention Centre, and the Lakeside Chalet Marriott Executive Apartments. The Hyderabad Marriott, will also open soon and JW Marriott, Bangalore will open in 2007.
Chennai has a large number of business travelers, and is additionally attracting a large number of medical tourists as well. The Courtyard brand has customer-focused design that allows guests to be more comfortable and productive. The contemporary business facilities, warm service and casual environment help the guests to recharge and reconnect. Marriott International has been the leading choice in its lodging category.
The greater the number of brands in a marketplace, the more can Marriott influence the market. Various brands cater to various clients. People’s needs and preferences are different markets and Marriott has responded to them. It is a global luxury brand, which is a unique combination of relaxed elegance, luxurious environments and gracious warm and personalized service.
Renaissance Hotels & Resorts, is a quality-tier full service brand, which provides guests with the ambiance of a boutique. Its brand signatures include interior design, a `street’ restaurant and savvy service. In the Courtyard brand, the customer is a value seeking business traveler. They have a budget to keep to, and they either do not want to or cannot stay at a full-service upscale market. Marriott Hotel & Resorts provides consistent, dependable, and genuinely caring experiences to guests on their terms. Marriott Executive Apartments offer travelers residential accommodations with hotel-like amenities.
The chain has developed expertise for cross-selling many different hotel brands sitting next to each other in a market. The group sales systems are designed to cross-sell across the portfolio. Competitors in these markets are competitive hotel brands, not the chain’s own brands. Marriott cross-sells by building and positioning hotels so that they are targeted at different market segments. In markets where the hotels are directly competing with each other, the brands work together to leverage sales. The hotels communicate their businesses’ strategies and develop a marketing plan to attract business.
In the hospitality business, if customers buy repeatedly, one is successfully offering what they need. One customer may be loyal to products and the places that provide them. Another may be loyal to the service that goes along with the product. Another may be loyal to the cachet of a place. However, some consumers are only loyal to price or location. A well-known brand gives the customer a mental image of the design, services and overall characteristics of the brand. Hence the customer knows exactly what to expect from their stay. It counts to be a well known hotel brand.
Case Questions
1. For a well known brand like Marriott, customer expectations are bound to be high. What should a hotel like Marriott do to maintain its status?
2. What uniqueness in services should any well known brand have to sell itself in front of tough competition from other equally well known brands. Can it have uniqueness or not, or only brand name will sell by itself? Give your views.
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