1. What are the key factors driving the place and time decisions of service distribution?

Ans: Depending on the nature of the service, it can be delivered via physical or electronic
channels. For example, today's banks offer consumers a variety of distribution channels,
including:
Desktop and smartphone apps. For example, many information-based services can be delivered
relatively instantly from anywhere on the planet with an internet connection. A company may
serve its end users directly through an intermediary company that receives fees or commissions to
perform certain sales, services, and customer contact tasks. Organizations need to choose where,
when, and how to serve their customers and the methods and channels they use. Sales tactics in
various industries are being reshaped by the Internet. It can be used to provide both core
information-based products and add-on services that facilitate the purchase and use of physical
stuff. Online educational programs such as Khan Academy, Courser, and Progressive
Casualty Co.'s car insurance coverage is an example of an information-based core asset.
However, if you want to buy outdoor equipment or book your flight online, you need to deliver
your major items by physical route. Your REI tent and sleeping bag will be delivered to your
home, and you need to go to an airport for direct boarding of United Airlines aircraft.

2. What is revenue management? How does it work? Which types of service

operations benefit most from good revenue management systems, and why?

Ans: Many service companies are increasingly focusing on technology optimizetimize the
revenue (or contribution) they earn from Always Available Capacity. Yield management
Performance to ensure better capacity utilization while ensuring capacity for high-value
segments. This is an advanced way to manage supply and demand under varying degrees of
restrictions. In particular, airlines, hotels, and car rental companies have mastered the technology
to adapt prices to the price sensitivity and demand of different market groups.
One day, one week, or different times of the season. Revenue management is also used in
hospitals, restaurants, golf courses, on-demand IT services, data processing centers, event
venues, and even nonprofits. In reality, revenue management (also known as yield management)
involves setting prices in different market sectors based on expected demand. Last but not least,
capacity is initially offered to price-sensitive groups. For high-value categories, companies often
require a rigorous strategy, as they often book near actual usage time rather than selling on a
first-come, first-served basis to save space. For example, business travelers
Often book airports, hotel rooms, and car rentals. On the other hand, vacationers can plan leisure
trips months in advance, and convention planners often book hotel rooms years before major
events. Shows capacity allocation in hotel scenarios where demand in different customer
categories changes not only by day of the week but also by season. These segment allocation
decisions are stored in a booking database accessible from anywhere in the world, alerting
booking staff when to cancel a booking at a specific rate, even if many rooms are still available.
Available. Loyalty program members (mainly business travelers who pay high corporate fees)
are clearly the most compelling demographics, followed by transient and weekend packages.
Due to a large number of airline bookings, airline contracts often offer the best rates per room.
You can move forward and therefore negotiate lower rates. Similar graphs can be created for
most capacity-constrained organizations. Capacity is assessed by specific performance, available
seat miles, or the number of seats in a room Depending on the constrained resources, sometimes
at night, otherwise machine-hours, working hours, billable working hours, vehicle mileage, or
storage volume. A well-designed revenue management system can predict the number of
consumers who will use a particular service at different times at any given time.
Highly accurate price level. You can then lock the required capacity (called a pricing bucket) at
each tier. This data can also be used to predict cases of overcapacity. The goal is to increase
market share through promotions and incentives while maximizing revenue. The revenue
management system unintentionally inherits the impact of competitor pricing when tracking
bookings. Speed. For example, if an airline undercharges a flight, you lose money, book rates are
high, and cheap t kits fill up quickly. It is usually a disadvantage, as consumers who book late
but pay higher prices will pay more in the long run. They will not be able to confirm their seats
and will have to travel with other airlines. If the entry price is too high, the company will only
get a small portion of the early bird parts (and still get a good return) and will be forced to offer
significantly discounted parts to sell additional capacity. May be done. Tickets offered. A portion
of bad property sales inventory (known in the United States) is a term used to describe a
collection of items.

3. What are the six key decisions managers need to make when designing

an effective pricing schedule?

Ans: Pricing services can be complex and difficult to understand. Provider comparison
You need to use complex spreadsheets or mathematical procedures. Consumers some activists
claim that service providers have deliberately chosen this level of complexity o curb price
competition. They don't want buyers to be able to understand what they are buying and which
company is offering it. Best value for money, reducing price competition. In fact, the complexity
makes it easy (and even more attractive) for businesses to engage in customer illicit activity.
Different market segments have different requirements and consumer behavior. All national,
regional, and local plans have a purely local range. As with off-peak hours, other providers charge
higher for "overtime" and "roaming". Calls are off-peak hours Unlimited on certain plans, but
incoming calls are free on other plans. Data plan (can include features such as rolling over unused
mobile data the following month), subsidies for new mobile phones, roaming costs, family and
bundle plans (which may include multiple mobile phones and other mobile devices, landlines, and
internet services) add complexity. Also, many Consumers have difficulty predicting their
consumption, and much more difficult to compare prices when comparing different providers
whose prices depend on the different characteristics associated with their use. Even if there are
num of fines and penalties imposed (or gain). Banks have been punished for using fines as a
revenue-generating tool rather than a way to educate their customers and ensure payment
deadlines. Chris Keeley, a New York University student, spent $ 230 on Christmas gifts using his
debit card. His Christmas spirit weakened when he received news from his bank that he had
withdrawn his checking account. Despite the fact having his bank approved each of the seven
transactions, he was charged a $ 31 fee for each transaction, resulting in a total of $ 217 at a cost
of only $ 230. Keeley claimed that he had never applied for so-called overdraft protection for his
account. He wanted his bank to decline the loan. .. Interest fences, which are positioned in the
interests of consumers (that is, rebates), are often considered more equitable than those that do
not. Presented as a client, even in economically favorable conditions Equivalent loss (i.e.
commission). For example, a customer who comes to a beauty salon on Saturday. If she finds
herself in the salon on the weekend, she may consider it an extra job. Larger weekend
Pricing, on the other hand, will probably appeal to them. When the salon publishes the peak price
on the weekend as a fixed price and offers a discount. Weekday hairstyles are discounted by $ 5.
In addition, the high price is shown Pricing assistance to increase the quality rating associated
with the reference price

4. What are the 5 Ws along which the Integrated Service

Communications Model is structured?

Ans: The hotel staff was quick and witty, so the opening vignette "Oscar" campaign was
effective in getting followers on Facebook. Many service companies are now using social media
An essential element of their activity. This chapter describes how to design and build a
successful service.
Marketing communications strategy. A deep understanding of service products and their
potential buyers is the foundation of an effective service marketing communications plan. It is
important to understand the categories of the target market, their presence in various media, and
the customer's perception of the service.
How easy is it to evaluate a product, its attitude towards it, and the characteristics of the product
before, during, and after use? The content, structure, and style of the message to be conveyed
It was delivered. His presentation method. And the best media for delivering to your target
audience is an important decision. All of these elements are built into the integrated services
communication model, which serves as the organizational foundation for this chapter. It all starts
with the concept of "5W", which acts as a convenient checklist for implementing marketing
plans. Let's start by defining goals Definition of target audience and communication goals. These
are the most important strategic communication decisions to be made. Then make the tactical
decisions that must be made as part of the service communications plan to put the
communications strategy into action. These choices relate to the wide range of communication
channels that service marketers can access (“location”), how to address service-specific barriers
(“methods”), and when to communicate (“when”). The next few sections describe some of the
other factors built into the model. This includes the amount of money you can use to run a
communication campaign.
A means of assessing and assessing its success, ethics and customer privacy, and corporate
design.
1) Who is our target group?
2) What do you need to convey and achieve?
3) How should this be communicated?
4) Where should I tell this?
5) When do I need to be notified?

5. What are the three broad target audiences of service communications?

Ans: Outlook: Consumer service marketers rarely know the outlook in advance, so they rely on
traditional communication mixes that include aspects such as media advertising, web
advertising, public relations, direct mail, and telemarketing using purchase lists. Need to do it.
Existing users: Unlike prospects, existing users can usually be contacted in a more cost-
effective way. Cross-selling or up-selling attempts by frontline employees, POS promotions, the
information provided during service encounters, and Location-based mobile apps are just one
example. If your business has a database of consumer membership connections and contacts and
profile information, you can send targeted content via apps, email, messaging, direct mail, or
phone. Employees are an additional target group for the Public Media Marketing Initiative.
Employees can be motivated by well-designed customer orientation Marketing. Promotional
materials show that a customer is promised and influence their behavior and performance.
However, if the communication in question promotes performance criteria when employees feel
unreasonable or unattainable, they run the risk of instilling cynicism in them and actively
motivating them. Employee communication is often part of internal communication.
A marketing tool that is not available to customers because it uses company-specific channels.
• Positioning and differentiating brands and service items is a strategic goal.
Tactical goals for each consumption phase of the service communication funnel
• Manage the customer search and selection process during the pre-sales phase.
• Service Encounter Phase: Guide customers through Service Encounter • Postal Encounter
Phase: Manage Customer Satisfaction and Loyalty
• Intangible issues are service communication issues.
• Strategies for dealing with non-importance are: Abstractness Generality Undetectable Mental
Non-Importance
Non-Importance Addressing Advertising Strategies (Consumption Episodes, Documents,
Recommendations, etc.) Specific Reference Metaphor
• Potential Customers and Target Groups, An important target group for service
communication.
• Existing customers and service users
• Employees as an additional target group