NORTH SOUTH UNIVERSITY

DEPARTMENT OF MARKETING AND INTERNATIONAL BUSINES

SERVICE MARKETING
MKT-627(1), SUMMER 2020
NAME:
ID:
SL NO.

ANSWER ALL THE FIVE QUESTIONS IN THE TEMPLATE. MAKE SURE THE
ANSWER MUST BE SPECIFIC SHORT AND INFORMATIVE. THE ANSWER
TEMPLATE SHOULD NOT BE MORE THAN 6 PAGES.

QUESTION 1
Identify the OBJECTIVES of the case “Jollibee Food Corporation’s”. Based on the case
answer question number 1 and 3 (5+7.5+7.5=20 marks)
Answer:

QUESTION 2
Describe and draw the service marketing system for a high-contact service like an upscale
restaurant.
How can advertise help reduce customer risk perceptions of a service firm like Visa credit
cards? (10+10=20 marks).
Answer:

QUESTION 3
Explain how the core product, supplementary services, and delivery processes are integrated
in the context of an overnight hotel stay.
Discuss how multi-brand strategies can succeed and what the strategies should be based on in
the hotel industry. (10+10=20 marks).

Answer:

QUESTION 4
Explain how a manager use Gaps model to assess a service firm’s strategy?
A national cleaning service sent several crews to Florida after the hurricanes of 2004. The
crews were trained to deal with mud, mildew and all the problems of making a flooded home
or building inhabitable again. The print and media ads that the cleaning service ran stated that
the company had a patented system that would remove all unpleasant odors from flooded
structures and leave a clean smell. Its sales reps who contacted owners of apartment
complexes and shopping centers promised that the crews could come into an average size of
apartment complex and have it looking and smelling like new in two weeks. Several people
who rent apartments in the complexes that the service cleaned have commented unfavorably
on the sweet smelling air freshener the company used to mask the smell and noted the moldy
odor was still perceptible. Also, the time required to clean a complex was more like four
weeks instead of the two as promised. Which provider gap does this example describe? List
various strategies that can be used to narrow and possibly eliminate this provider gap. 
(10+10=20 marks).
Answer:
QUESTION 5
Mr. Karim wants to open an after-school tutoring service for students in 5th through 12th
grade. How can a thorough knowledge of customers' expectations improvise the probability
of his institution’s success or failure? 
Based on the article by Cristina Mele et.al., (2018) define the term service ecosystem and S-
D logic? By using the concept and findings of this study explain how service firm can
advances the S-D logic by addressing the crucial role of agency in a dialectical relationship
with institutions and structures?(10+10=20 marks).
Answer: