Management Programme
ASSIGNMENT
FIRST SEMESTER
2018
MS – 65: Marketing of Services
School of Management Studies
INDIRA GANDHI NATIONAL OPEN UNIVERSITY
MAIDAN GARHI, NEW DELHI – 110 068
MS-65
ASSIGNMENT
Course Code : MS - 65
Course Title : Marketing of Services
Assignment Code : MS-65 /TMA/SEM - I/2018
Coverage : All Blocks
Note: Attempt all the questions and submit this assignment on or before 30th April, 2018 to the
coordinator of your study centre.
1. What are the implications of the services marketing triangle? Explain giving suitable
examples.
2. What are the differences between ‘search’, ‘experience’ and ‘credence’ qualities? Explain
with the help of examples.
3. Explain the importance of physical evidence for the following:
(a) A restaurant
(b) An insurance company.
4. As a customer relationship manager of a luxury resort, you have a received a mail from a
guest who stayed with his family at your resort last week. He has complained that the
quality of food served was not satisfactory. Also, he has criticized the staff members that
they did not listen to his complaint properly. What steps would you take in response to
this letter? Discuss.
5. Explain the role of non-monetary costs in pricing of services by taking the example of a
service of your choice.
6. Identify and explain the product support services which a washing machine marketer can
offer for gaining competitive advantage.