HAILEY COLLEGE OF BANKING AND FINANCE

DEPARTMENT OF BUSINESS ADMINISTRATION

SERVICE MARKETING
ASSIGNMENT NO 1
TOPIC: CASE STUDIES SOLUTION

SUBMTTED TO: DR. SAMAR RAHI

SUBMITTED BY: IQRA ABID
ROLL NO: M20MBA072
MBA SECTION A

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 CASE STUDY 1 (Sullivan Ford Auto World)
Question No 1:
How does marketing cars differ from marketing services for those same vehicles?
Answer No 1:
Marketing cars is different from marketing services because car is a commodity that is
highly visualize and have physical existence. Because of its tangible nature, a customer can
experience the features and benefits of a car. Customers can do online research, go into
dealership and test the drive. So, it is easy to influence or persuade the customer to buy a car
at the front end. Promotions and advertisement are the tools and tactics that a firm use to
market the cars. Marketing car mainly focus on buying of a customer, involves money and
ownership of a good.
Marketing services is different from marketing car because it does not have any physical
existence. It is highly intangible in nature. Due to invisibility, services features cannot be
directly experienced. Marketing services usually depends upon the positive word of mouth
but it must also follows action. Marketing services is also dependent on the mutual strong
relationship between the customers the and the company. The more strong and trustable
relationship the company have with their customers, it is more likely that they will purchase
or rebuy the company services. In marketing services, labor skills, money, time, trust, and
word of mouth are main focus and most important factors for purchasing and marketing of a
service.
Question No 2:
Compare and contrast the sales department and the services department at auto world.
Answer No 2:
Sales Department Services Department
Work at front end. Work at back end.

Products(cars) are tangible in nature. Services products are intangible in nature.

Advertisement and promotions to attract car

No advertisement and promotions, special
buyers. offers to attract customers.
Eye catching site in, convenient location,Same location but the services department is
customer walk in. hidden behind the showroom.
Employees are sales manager, seven sales Employees involve service manager,
man, secretary and office manager. supervisor, nine mechanics & two service
writers.
Salesman are smartly dressed and treat in Managers are argumentative and writers

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 friendly manner. respond rudely to the abusive customers.
Sales man work in showroom having high Service writers work in a room with a
ceiling and attractive too. peeling paint.
Customer are happier at front end. Customer are unhappier at the back end.

Customers provide satisfaction ranking & Customer provides negative responses with
positive response to sales department in a regard to service department in customer a
customer survey. survey.
Product is already made just need to make a Needs too much time for fixing and
deal. repairing that lead to increase the cost.
Car sales are better than the sales of Services sales are declining faster than the
services. car sales.

Question No 3:
For a consumer perspective, what useful parallels do you see between running a car
sales and service dealership and managing health care services?
Answer No 3:
Managing Health care Managing car & Service department
Relationship same like in service Relationship like doctor patient. Treatments
department. Treatment of patients vs of car.
treatments of car.
Word of mouth recommendations for a Word of mouth recommendations for
health plan. maintenance and repairing.
Appointments and scheduling for patient Appointments and scheduling for car fixing
examination. and maintenance.
Complaint handling system to prevent Complaint handling system to respond to
malpractices or medical negligence. the complaints of customers like cost and
too much time needed for fixation of car.
Patients requires assistance and suggestions Customers requires assistance from service
from doctors regarding treatment their providers in case of accidental cars for
diseases. repairs and for maintenance.
Patients can choose Health insurance plan. Customer can choose Car insurance services
plan.
Patients go the doctors with whom they Customers go to the service provider with
have more trust. whom he have good and trustable
relationship.
Planned but involves anxiety while Planned but involves anxiety while
receiving treatments from doctor. purchasing new car.
Regular checkups. Preventive and regular checkups for car
maintenance.
Follow up call to patient after receiving Follow up call after purchase of car for
treatments. providing maintenance services.
Happy department in hospital. Happy department in car dealership.

Question No 4:

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What advice would you give to carol on future strategy for the business?
Answer No 4:
Following are the strategies that I advice carol should needed to adopt:
♣ Recruit or replace service department staff:
1. Hire and replace right person at the right job at the right time.
2. Examine the person possesses right or necessary skills needed for the job.
♣ Improve service quality:
1. Computerization of records and scheduling of works hours.
2. Follow up call for customer to provide car services like maintenance from time to
time.
3. Make sure that service department must be visible to customers and must be
introduced during a car purchase
4. Renovate the place of service department, make it attractive too.
5. Ensure words of mouth must be translated into actions in order to develop strong and
trusting relationship with customers.
♣ Well trained staff:
1. Train employees to be calm and polite with the abusive and argumentative customers.
2. Held development program to update or upgrade employees that are extremely
talented.
3. Train employees to make sure that customers have complete information or
understanding of the services department.
At the end I would like to say that it is not the right time to sale dealership business in loss.
Instead, carol can use the same skills that she uses in health care management. She possesses
those management skills that are required for effectively management of car dealership
business. Both businesses requires more or less same management skills.

CASE STUDY 2 (Four Customers In Search Of Solutions)

Question No 1:
Based strictly on the information in the case, how many possibilities do you see to
segment the telecommunication market?
Answer No 2:
Geographical segmentation:
 According to location:
1. Local calls

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 2. National
3. International calls (i.e. European countries like Canada)
Socio-Economic segmentation:
 According to services:
1. Value added services (i.e. call awaiting, call identifier)
2. Non value added services
 According to usage of phone:
1. High end users
2. Average users
3. Low end users
 According to bill cost:
1. High bill payers (95 to 75 percentile)
2. Medium bill payers (50th percentile)
3. Low bill payers (10th percentile)
 According to day and time:
1. Weekdays or weekends
2. Morning evening or night
 According to problems
1. Technical issues(busy signal, outdated machine, broken voice on telephone)
2. Companies fault(exaggerated billing cost)
Question No 2:
As a customer service rep, how would you address each of the problems and complaints
reported?
Answer No 2:
1. Winston chen solution: In this case, first of all I will check or ensure from the
company side that is it company’s fault that the customer was billed too much or
either it is actually the cost of bill that is incurred by the customer. Then if its a
company fault we need to excuse the customer for extra billing but if the bill is correct
then need to tell customer the cost for each call.
2. Marie Portfolio: The problem of busy signals might be due to location. The customer
might be in a location where the network connection is unreachable or it may be
because of technical issues. so the company need to insure either is a technical issue
or it is location viability.

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 3. Eleanor Vanderbilt: In this case, customer is having obscene calls. Solution to this
problem is that we can provide customer the services of call identifier or also call
block service so to avoid calls that are unknown to the customer.
4. Richard Robbins: In this case, person is having a technical issue that is only be
solved by providing repair services or suggest customer to buy a new telephone
instead.
Question No 3:
As a Marketing manager, do you see any Marketing opportunities for the telephone
company in these complaints?
Answer No 3:
i. Winston chen: In case of chen, we have the opportunity like we can offer different
call packages to customers. For example, special discounted prices for local or
international calls at weekends.
ii. Marie Portfolio: In Marie’s case we have to opportunity to provide call awaiting
value added service which can be provide in promotion first. Call awaiting factor help
the customer in case if he is busy in call with someone another incoming call can also
be answered by customer.
iii. Eleanor Vanderbilt: In this case company can see opportunity by providing call
identifier factor, that will help the customer to find the incoming calls, so that she can
report to police after that.
iv. Richard Robbins: Company can offer new telephone at discounted price or either
can provide technical or repairing services free of cost or at discounted price.

CASE STUDY 3 (Dr. Becketts Dental Office)

Question No 1:
Which of the seven elements of the services marketing mix are addressed in the case?
Give examples of each “P” you identify?
Answer No 1:
All the seven P’s are discussed int the case study.
Product: They will provide a wide range of services include simple teeth cleaning to
surgeries. They differentiate themselves on the basis of providing high quality services.
According to them quality should not be compromised.

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Price: They have decided to provide to high quality services at increased prices because they
are not going to registered themselves with HMO that only covers few cost like insurances
cost. Moreover they have mentioned the cost for building which is 100,000$
Place: Location of office changed and hired an architect to design an contemporary office
building with a lot of light and space.
Promotion: is not allowed by law. Doctors only relay on positive word of mouth and
references because if the client is happy or satisfy with quality services will obviously tell
others about the services he receives. Furthermore, they can retain their customers by
educating about different dental procedures.
Physical existence: good ambience, music played in background, colors are used coffee and
tea are served to patients that are waiting. Newspapers and magazines, clean and hygiene,
comfortable chairs, conference rooms and DVD players, new and modern furniture, live
plants and flowers and modern equipment.
People: are discussed in the case study. Like Meeting will held with employees regarding
schedule, employees are open for suggestions, increased interaction and engagement in
decision making.
Voluntary turnover of employees who don’t want to adapt, training to employees, rewards
tied to performance. Motivated employees.
Process: standardize routine procedures to reduce errors and so every body get same level of
acre and importance.
Time allotment to each patient. So not to wait for more than 20 minutes. cancellations in
order to maximize place capacity.
Staff members are substituted for one another that are not in their job description but help in
getting the things done.
Question No 2:
Why do people dislike going to dentist? Do you feel Dr. Beckett has addressed this
problem effectively?
Answer No 2:
There are three kind of risk that people perceive and that’s why they avoid or dislike going to
dentist:
i. Psychological risk:
 People feel uncomfortable for unknown, Anxiety, Fear, Quality
 Sight of dental chair make feeling of nervousness.

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 ii. Temporal risk:
 Customers have to wait long for scheduled appointments.

iii. Sensory risk:

 Feeling of receiving bad quality, effect on others teethes in case of failed teeth surgery
Yes, dr. bucket has addressed these issues like;
 Headphones are provided to them to distract patients from unusual sounds
 Pillows and blanket are provided to customers for patient comfort during long
procedures.
 Clients are asked to wait for not more than 20 minutes for their scheduled
appointments that helps in removing Temporal risk.
 Educating patients about the quality and benefits they will receive in order to
eliminate fear of unknown.
 Interactions are develop to create trusting relationship. It helps in ensuring or
making people believe that they are receiving right and quality services of dentist.
Question No 3:
How do Dr Beckett and her staff educate patients about the service they are
receiving? What else could they do?
Answer no 3:
Dentistry basically involves the credence attributes because after receiving the service client
find it difficult to evaluate, here the client have to believe on the doctors word of mouth and
have to trust that certain operation or task have been performed at promised level of quality.
But to avoid or reduce anxiety level of clients dr. beckett use following steps:
 Educational films are showed to patients to educate them about dental procedures.
 Literature is available to clients to help them know how they can maximize the
benefits of treatment.
 Thank you cards are given to those patients who refers others to them.
 Goodie box includes toothpaste, toothbrush, floss and mouth wash are also given to
patients which shows extra care towards the clients.
 Certificates regarding Dr. Becketts are also pasted on the wall so to remove anxiety
and fear of patients so they can feel safer.
Question No 4:

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 What supplementary services are offered? How do they enhance service delivery?
Answer No 4:
 Provide high quality services and Good environment ensures the client being cared by
clinic.
 Information provided to patients about dental procedures in order to remove anxiety
level.
 Rescheduling of patients for not to wait more than 20 minutes and cancellation are also
done in order to maximize capacity.
 Receptionist help patients in providing information about appointments.
 Separate person for billing and budget operations.
We can say that Dr. beckett is already providing good and enhanced services but need to keep it
up further.