Case Study
MM05 Marketing of Services
Assignment No.I
Assignment Code: 2011MM05B1 Last Date of Submission: 30th Sept 2011 Maximum Marks:100
Attempt all the questions. All the questions are compulsory and carry equal marks.
Section-A Ques. 1 List five ways in which investment in hiring and selection, training and ongoing motivation of employees will pay dividends in customer satisfaction for (a) a restaurant (b) a hospital (c) a consulting firm
Ques. 2 Identify firms from three different service sectors in which the service environment is crucial part of the overall value proposition. Analyze and explain in detail the value that is being delivered by the service environment.
Ques. 3 How can customers contribute to value and satisfaction enhancement of services?
Ques. 4 How does the intangible nature of service merit a different marketing treatment?
Section-B
Case Study.
CNN – IBN
Differentiating from the market leader
In a competitive market, journalism has to be a collective enterprise. Stories that are in the public interest are overlooked by and large by the media because of stiff competition, which is also reflective of lack of good editorial judgement. TV news channels cannot be so competitive with each other that they overlook stories, broken by rivals, of national importance. CNN-IBN is trying to bring in a certain passion and joy to news and newsgathering. It claims to be a channel that is committed to news.
The worst thing news channel can do is be smug or complacent. It is not just about breaking stories, it is also about the entire package. Packaging is important, but ultimately it is all about editorial content. At CNN-IBN, everything else flows from making the content as good as it can be. The easy and soft option for CNN-IBN is to say that the channel has been relatively well received and people more or less have responded positively. But it needs to keep enhancing and keep innovating.
There is a
Assignment No.I
Assignment Code: 2011MM05B1 Last Date of Submission: 30th Sept 2011 Maximum Marks:100
Attempt all the questions. All the questions are compulsory and carry equal marks.
Section-A Ques. 1 List five ways in which investment in hiring and selection, training and ongoing motivation of employees will pay dividends in customer satisfaction for (a) a restaurant (b) a hospital (c) a consulting firm
Ques. 2 Identify firms from three different service sectors in which the service environment is crucial part of the overall value proposition. Analyze and explain in detail the value that is being delivered by the service environment.
Ques. 3 How can customers contribute to value and satisfaction enhancement of services?
Ques. 4 How does the intangible nature of service merit a different marketing treatment?
Section-B
Case Study.
CNN – IBN
Differentiating from the market leader
In a competitive market, journalism has to be a collective enterprise. Stories that are in the public interest are overlooked by and large by the media because of stiff competition, which is also reflective of lack of good editorial judgement. TV news channels cannot be so competitive with each other that they overlook stories, broken by rivals, of national importance. CNN-IBN is trying to bring in a certain passion and joy to news and newsgathering. It claims to be a channel that is committed to news.
The worst thing news channel can do is be smug or complacent. It is not just about breaking stories, it is also about the entire package. Packaging is important, but ultimately it is all about editorial content. At CNN-IBN, everything else flows from making the content as good as it can be. The easy and soft option for CNN-IBN is to say that the channel has been relatively well received and people more or less have responded positively. But it needs to keep enhancing and keep innovating.
There is a