M.B.A.M.M. 1
ANNAMALAI UNIVERSITY
M.B.A. MARKETING MANAGEMENT
SECOND YEAR
2.1 PRODUCT AND SERVICES MARKETING
1. Describe in detail the Integrated GAPs model of Service Quality. Assume you are the manager of a service organization and wanted to apply the GAPs model to improve the service. Explain the gap you would start with, by highlighting the reason. Also, describe in what order you would proceed to close the gaps.
2. A leading consumer company intends to diversify into hair care products and
has identified shampoo with conditioner to rural markets. The product is not
new to the market. However, the competitive advantage for the company is in
technology and product formulation. Assume you are appointed as a product
manager for the company. Describe in detail the formulation of a marketing
strategy for the successful launch of the product to the rural market.
3. A public sector commercial bank is trying to change the way it is perceived by its customers. It seems and said as slow bank with low technology and
customer-unfriendly attitude. Also, employees of the branch do not assign due
weight to physical attraction in the environment. Suggest the bank on the
strategy it should implement on the operations, technology and people fronts
including all or any elements of the 7 Ps in order to attract high profile
customers to the bank.
4. Yoga and Spirituality have long been India s strengths in foreign markets. Also, the ayurvedic product brands from India are making a big-league globally.
Design strategy to focus on the measures you would prefer to initiate to increase
the influx of high spending tourists coming from abroad. Also, make use of the
Indian traditional knowledge and sell books based on it in the markets abroad.
Describe your plan and explain how you would go about it to promote it in
