Question1. Explain why services marketing are a complex undertaking.
Question2. Marketers of services face some way real and distinctive challenges. Outline some of these challenges.
Question3. Discuss, with examples, an appropriate framework or model by which service executives can effectively improve quality service and services marketing.
Question4. It is argued that excellent service recovery is a combination of a variety of strategies. Briefly, discuss some of the common strategies of an effective service recovery.
Question5. What factors explain the growth in retail scale and concentration?
Question6. Briefly explain how retailers can use the retail marketing mix for greater profitability and competitive advantage.
Question7. In addition to the traditional 4Ps (Product, Place, Promotion and Price), the services marketing mix includes 3 Ps (People, Physical Evidence and Process).
Question8. Briefly comment, with relevant examples, the appropriateness of the additional 3 Ps in the services marketing mix.
Question9. Explain the “store image” concept and list down some of its main components.