When answering questions, structure it 70%: Theory & 30% Application (examples)
Do not rely on lecture notes too much but are extremely useful
Exam tested depth & integration of knowledge
Look at chapters listed
Week 6: Customer complaints and service recovery
Outline the courses of action open to a dissatisfied customer
Linked not only to fault free service, but also to
what transpires when something does go
First law of quality
Customer Behaviour and
the Service Encounter
Explain the relevance of perceived risk and information
search at pre-purchase
Outline the impact of information sources on choice
Understand the importance of customers intrinsic
Explain the importance of customer retention in
Explain the economics of customer retention in
Outline retention strategies to develop and manage
Customer Profitability as
WELCOME TO MKTG207 or
and were off the mark!
1. Taking a step back:
What is Marketing?
2. Taking a step forward:
So, what is Services Marketing?
Typologies of Services
Differences between goods
and Service Quality
Define satisfaction and service quality
Examine models of satisfaction and service
List key drivers of satisfaction and service
Describe how to measure and analyse
Customer Complaints and
To outline the courses of action open to
a dissatisfied customer
Explain the factors influencing complaint
Identify the principles of an effective
Week 4 Customer satisfaction and service quality
Define customer satisfaction and quality in service industries
Satisfaction is defined as:
Consumers post-purchase evaluation of the overall service experience (process and outcome).
NEW PERSPECTIVES ON
MARKETING IN THE
Explain how services are defined and conceptualised
Identify the key characteristics that distinguish services from goods
Explain how services create value for consumers
Week 2: The service economy
Explain how services contribute to the countrys economy
o services are the engine of economic growth in developed and most developing
o sector accounts 25- 30% of world trade
o between 60-80% of GDP for most countrie
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FORMAL EXAMINATION PERIOD: SESSION 1, JUNE 2015
Means solving customers problems profitably
Marketing is the management process for identifying, anticipating
and satisfying customers requirements profitably
An activity, conducted
ANG LI (LIZ)
Is satisfaction enough in order to understand the customer-brand relationship? What
should firms measure?
Obviously, for getting the bottom of this question, the core points should be discussed are
satisfaction and custo
Banyan tree case: What is experience management and how do Banyan tree achieve
Scholars had summed up that the experience management could be described as the practice
of designing and reacting to customer interactions to meet or exceed
What marketing strategies would you recommend Singapore Airlines use to maintain its
current extremely high customer satisfaction levels? Support your answers with reference to
services marketing theory and airline industry practice.
The real concern of these notes is that the word "customer" may tend to dull our
understanding of what we're really up to in higher education. Discuss arguments for
and against this statement.
As we know, business model has been applied wildl
To describe the customer service function
To discuss how to set service standards
To outline the role of employees in creating a
service oriented culture
Defining Customer Service
Week 7 Market research in services (Lecture)
Qualitative research is defined as a means for exploring and understanding the meanings
individuals or groups ascribe to a problem.
Why is it important to understand?
o Provides real richness of information,
Week 3 Behaviour, culture & service encounters
Explain the 3-stage model of service consumption.
1. Problem recognition
-Identification or an arousal of a specific need.
-It creates a state of tension and the tension is
between our curr