Posted: July 18th, 2022

MMK251: Services Marketing

EXAMINATION PAPER

Faculty of Business and Law

Trimester 2 2022 Examination

Unit Code: MMK251
Unit Name: Services Marketing
Exam Name: Open-Book Take Home Online Exam
Maximum Word Count: 2,000 words
Anticipated writing time: TWO (2) HOURS

• It is important that you complete this task individually. Your submission will be reviewed for the purposes of detecting collusion and/or plagiarism.
• In the unlikely event that you cannot upload your completed exam paper, email it as an attachment to your unit chair [cuc.nguyen@deakin.edu.au] within the submission time.

All candidates MUST complete this section
Type your student ID number here: _______________________________
MMK251: SERVICES MARKETING
T2 2022 EXAMINATION

Part 1. Short-Answer Questions
Each question is worth 5 marks.

Question 1

Outline strategies that an upscale driving school could implement to overcome the intangibility and variability of its service.

Please type your response here:

Question 2

Utilising the Flower of Service Model (Figure 4.3, page 111 in the prescribed textbook), distinguish between core, facilitating and enhancing services of ANZ’s banking offering.

Please type your response here:

Question 3
Describe how rate fences can be used in a hotel service context. Utilise at least five (5) rate fences from both physical and non-physical categories to illustrate this.

Please type your response here:

Question 4
Describe how a cinema can enhance its customer loyalty by building social, customisation, and structural bonds with its customers.
Please type your response here:

Part 2. Long-Answer Questions
Each question is worth 10 marks.

Question 1

AquaPulse Gym claims to be the best equipped gym in West Melbourne. Its 1000 square metre space features a huge range of cardio, machine, and free weights plus functional training and stretch equipment.
The main target customer groups of the gym include professional gym goers, gym enthusiastic teenagers, and stay-at-home mums. The gym management realises that the demand for its gym services fluctuates over the hours of the day, days of the week, and months of the year. Specifically, it is rather quiet before 8am, and often packed with gym goers between 3pm to 8pm. Weekdays are a lot busier than weekends, and months with holidays are the least busy time for the gym.
1. Identify possible reasons for the varying demand patterns at AquaPulse Gym. (2 marks)
2. Outline the capacity management techniques that the gym management could utilise to address variations in demand. (4 marks)
3. Formulate demand management strategies and techniques that the gym management could apply to better manage customer demand. (4 marks)

Please type your response here:

Question 2

Choose one physical library that you have visited.
Describe how the library service environment is designed to facilitate co-creation of value by its employees and users? Use Bitner’s Servicescape Model (Figure 10.10, page 338 in the prescribed textbook) to illustrate your response. (5 marks)
What further improvements could the library make to create more efficient and effective interactions between its employees and users? (5 marks)

Please type your response here:

Word Count:

– END OF EXAMINATION –

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