COMSATS University Islamabad, Lahore Campus

Sessional 1 2021
Course Title: Service Marketing Course Code: MGT516 Credit Hours: 3(3,0)
Course Instructor/s: Dr. Hafiz M Usman Program Name: BBA
Semester: Batch: Section: All Date:
Time Allowed: 60 minutes Maximum Marks: 20
Student’s Adnan Asghar Reg. No. SP18-BBA-109-C
Important Instructions / Guidelines:

1. Read all the questions carefully.

2. Attempt all the questions.
3. You will join the examination session through Microsoft Teams and will be required to turn on
your camera during the session. 
4. Use Microsoft Word to write the answer scripts for the questions.
5. Save the file your registration number and name only, for example, “BBA001_Usman” and upload
on your respective CUI folders.

Question 1.

Identify four common differences between services and goods. Critically evaluate the

implications of these differences for marketing-related activities for a service sector organization

(10 marks)

Ans: There are following differences between service and goods:

1. Service is intangible and it can only be felt.

2. Quality-nature of items can measure up since these are actual highlights that can be held.
Be that as it may, it very well might be hard to look at the nature of the administrations
delivered by various specialist co-ops.

3. Service is difficult to understand and visualize.

4. Perishability-administrations can't be put away for some time in the future or deal since
they must be utilized during that specific time when they are advertised. Then again, it

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 tends to be seen that items are transitory. For instance, new ranch and other food items
are transient and these can likewise be put away for some time in the future or deal.

5. product esteem is inferred by the client. Estimation of service is offered by the specialist
organization.

6. Operational inputs and outputs are change more widely.

7. Distribution may occur through non-physical challenge.

Implications and marketing related task:

1. Customer behaviour and satisfaction vary due to the change in service because it does not
constant as product. Marketing related task is that to train employees in way that
customer easily satisfied. Shape the customer behaviour, how they are satisfied and find
that technique that are related to customer satisfaction.

2. Customer always want good services and at convenient times. Marketing: Organization
requires to find competitive edge that are like fast delivery of service and offer some
packages.

3. It is harder to evaluate the service and its hard-to-find competitive edge. Organization
takes decisions on urgency of physical clue, employ metaphors and convey message
through images advertising.

4. In implications customer also focus on digital platform of the organization. Marketing

related task is that organization create friendly user websites where customer easily
access the important information related to their service.

Question 2

Explain in detail the pre-purchase stage in consumer decision-making process. Moreover,

critically evaluate the importance of understanding the pre-purchase stage for a service sector

organization (10 marks)

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Ans:

Pre-purchase stage:

Overview

Need arousal, firstly customer recognize the need of the service and things, what they require,
then they get the information on different sectors like internal, external and retain knowledge
about the organizations services. Then customer evaluate the quality, delivery time other factors
related to their products then they evaluate the alternative of the products and services. What
other are in quality other factors related to their services. After that customer getting the
feedback and review then they take the purchase decision.

IMPORTANCE

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Pre purchase stage: To be successful organization require to focusing on the pre
purchase stage because it is the customer purchase decision because customer collects
information about the the organization through different sectors.

1. Organization require to understand the customer needs and wants then set their pre
purchase stage because It increase the sales of the organization and create a brand image.
2. This is but one example of why it's important not only to find ways to effectively
communicate product features, advantages, and benefits, but also to document and
measure whether the customer experienced them. This information can then be connected
with next-step behavior.
3. As an association promoting system is to understanding the client need that have a
tremendous effect on the client.
4. Give them that data that are helpful and client can without much of a stretch settle on
choice about the item. Give interior and outside assets data about the items. It can't
disappear client to another other option.
5. Through the use of interactive product experiences at a variety of offline venues,
customers can learn about products while manufacturers and sales channels can capture
customer behavior data. These digital environments have the dual advantages of
improving the customer experience while also providing the means to gain insight into
real customer needs.
6. If it were possible to learn about what products customers looked at, what features
interested them, and what parameters were important in their decision-making process,
we would know a great deal more about which products to offer, how to market and
merchandise them to improve conversion, and how to build customer experiences that
resonate with the buyers' wants and needs.