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MIDTERM EXAMINATION
Service Marketing
General Directions: Write your answers in capital letters. Submit in PDF form with the document title:
MIDTERMS_[section]_[surname] and email individually to profevmunoz.pup@gmail.com with the same
format for the email subject. Points will be deducted accordingly if the instructions are not followed.
A. Enumeration. Write your answers on the space after each question/statement.
1. Name of the service industry you have chosen to report. (1 pt)
ANSWER: BUS TRANSPORTATION INDUSTRY
2. List down three (3) companies under that industry. Write their complete business names /
trade names and a one sentence description each. (3 pts)
ANSWER: VICTORY LINER INCORPORATION
- IS ONE OF THE LARGEST PROVINCIAL BUS COMPANIES OPERATING IN
THE PHILIPPINES.
BALIWAG TRANSIT INCORPORATION
- IS ONE OF THE MAJOR BUS COMPANY IN THE PHILIPPINES WITH
OFFICES AND TERMINALS IN VARIOUS PART OF LUZON.
FIVE STAR BUS COMPANY
- IS THE LARGEST BUS COMPANY IN THE PHILIPPINES, IT SERVES
ROUTES MAINLY TO THE PROVINCE OF PANGASINAN, TARLACE AND
NUEA ECIJA.
3. What is the main income-generating service offered by that industry? What auxiliary services
are offered by that industry? (4 pts)
ANSWER: THE MAIN INCOME GENERATING SERVICE OFFERED BY THE BUS
TRANSPORTATION INDUSTRY IS BY CARRYING MANY PASSENGERS TO THEIR
DESTINATION. AND FOR THAT, THE PASSENGERS WILL PAY FOR THEIR SERVICE.
OTHER SUPPORT SERVICE OFFERED BY THE BUS TRANSPORTATION INDUSTRY IS
THEY ACCEPT TERMINAL TO TERMINAL CARGO, WITH AN APPROPRIATE PACKAGING
AND LABELLING AND HAVING AN ASSURANCE OF THEIR SHIPMENT IS PROPERLY
PACKED.
B. Case Analysis. Answer after each number, with one number/item per page.
1. Create a SWOT analysis of that industry. (4 pts)
STRENGHTS WEAKNESSES
STRENGHT
* AGING VEHICLE
* INSUFFICIENT FINANCING OF
* EXPERIENCE OF ORGANIZING PUBLIC TRANSPORT
CARRIAGE OF PASSENGERS
* INCOMPLETE LEGAL BASIS
* ENSURING PASSENGERS SAFETY
* IMPERFECT TICKET SYSTEM
* REGULARITY
* LOST OF POSSTIVE PUBLIC
IMAGE
SWOT ANALYSIS
OPPORTUNITY THREATHS
STRENGHTS STRENGHT
ANSWER: THE SERVICE THAT INVOLVED BASED ON THE TYPE OF PROCESS IS THE
GRAB BUS. THE APP IS CURRENTLY ON THE WORKS FOR ITS NEW BUS
FEATURES WHERE YOU CAN LITERALY BOOK YOUR BUS TICKETS AND
CURRENTLY AVAILABLE FOR MAKATI TO SM SOUTH MALL AND NUVALI
ROUTES. WITH THE NEW FEATURES, YOU MAY LOOK FOR YOUR
PREFFERED ROUTE AND BOOK YOUR TICKETS IN ADVANCE.
STEP 1: OPEN YOUR GRAB APP AND TAP THE “BUS” ICON.
STEP 2: KEY IN YOUR DEPARTURE AND ARRIVAL BUS TERMINALS.
STEP 3: CHANGE YOUR DEPARTURE TIME (IF REQUIRED) AND SELECT YOUR
PREFERRED TRIP FROM THE OPTIONS AVAILABLE.
STEP 4: SPECIFY THE NUMBER OF SEATS AND TAP “PURCHASE TICKETS”
STEP 5: ONCE YOU ARRIVE AT THE PICK-UP POINT, SHOW YOUR E-TICKET IN
THE GRAB APP TO THE BUS DRIVER.
4. Choose one service offered by a company under your industry and create a process flow map.
(5 pts)
• SELECT YOU ORIGIN, DESTINATION, DATE OF YOUR TRIP AND THE NUMBER OF PASSENGERS.
STEP 2
•YOU WILL RECEIVE YOUR TRIP VOUCHER AND PAYMENT RECEPT IN YOUR EMAIL
STEP 11