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Services Marketing
Jun 2025 Examination
PLEASE NOTE: This assignment is application based, you have to apply what you have learnt in this subject into real life scenario. You will find most of the information through internet search and the remaining from your common sense. None of the answers appear directly in the textbook chapters but are based on the content in the chapter
Q1. Imagine you are the marketing manager of a premium healthcare service provider offering specialized diagnostic services. Your organization wants to improve customer experience by enhancing service processes and integrating marketing communication strategies. Your company has observed that many patients face difficulties in scheduling appointments, understanding the service process, and receiving timely updates about their reports. The management has decided to redesign the service process and introduce digital marketing communication to address these challenges.
As a marketing manager, apply your knowledge of Service Process and Marketing Communication to develop a strategy that will improve customer experience and streamline the service process. Your response should include:
- a) How you would redesign the service process to enhance customer convenience.
- b) The role of marketing communication in ensuring customer engagement and satisfaction. (10 Marks)
Q2. Neha is an entrepreneur who has recently opened a luxury spa and wellness center in a metropolitan city. She wants to ensure that her business stands out in the competitive market. To achieve this, she needs to develop a strong service marketing strategy using the 7Ps of service marketing.
As a marketing consultant, apply the 7P framework to Neha’s spa and wellness center. Provide specific strategies for each component to help her enhance customer experience and brand positioning. (10 Marks)
Q3 (A) How has Airbnb developed a strong global brand in the service industry? Discuss the key branding strategies it uses. (5 Marks)
Q3 (B) How does Zomato use digital marketing communication strategies to engage customers and enhance service experience? (5 Marks)
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