NORTH SOUTH UNIVERSITY

DEPARTMENT OF MARKETING AND INTERNATIONAL BUSINESS

SERVICE MARKETING-MKT 627
Summer: 2021
Individual MID Assignment (Marks 40)
NAME:

ID:
NOTE: ANSWER ALL THE QUESTIONS IN THE TEMPLATE ONLY.
MAKE SURE THE ANSWER MUST BE SPECIFIC, INFORMATIVE AND RIGOR.
THE ANSWER TEMPLATE SHOULD NOT BE MORE THAN 5 PAGES.

Question 1: Describe the possible differences in customer choice criteria between car rentals and
outright purchases. Provide an example of a service industry where customers are involved in co-
production and explain the implications and marketing-related tasks that would be associated with that
service. Describe the seven Ps of service that would be involved in a banking service.
(10Marks)
Answer:

Question 2: Aristocrat pizza restaurant chain that offers children membership in its enchantment
club. The enchantment club gives its members diverse marketing program small prizes, usually simple
magic tricks, with each order their parents place. Which particular Gap Aristocrat pizza to minimize
to optimize the firm overall service quality. Justify the statement “The sources of customer
expectations are all controlled by the service provider”.
(10 Marks)
Answer:

Question 3 Mr X had his house professionally sprayed for cockroaches last month. Yesterday he
found a roach in his kitchen sink. He has requested the company that did the initial spraying to return
to his house and spray again. Briefly explain Mr. X zone of tolerance and his expectations for this
second spraying. Justify the statement “Companies that ask customers about their service expectations
raise the customers' levels of expectations”? (10 Marks)
Answer:

Question 4: Based on the case study “Ginger: Smart Basics” identify four case objectives? What
else may be needed for achieving such a culture? What are the key challenges in the way to service
excellence for Ginger? Give recommendations to Ginger to overcome these challenges?
(10 Marks)
Answer: