Polytechnic University of the Philippines

QUEZON CITY BRANCH

Don Fabian, Commonwealth Avenue, Quezon City

MIDTERM EXAMINATION
Service Marketing

Name: MICHAEL JOHN D. CABO Date: FEBRUARY, 11 2020

Section: BSBA MM 4-1

General Directions: Write your answers in capital letters. Submit in PDF form with the document title:
MIDTERMS_[section]_[surname] and email individually to profevmunoz.pup@gmail.com with the same
format for the email subject. Points will be deducted accordingly if the instructions are not followed.
A. Enumeration. Write your answers on the space after each question/statement.
1. Name of the service industry you have chosen to report. (1 pt)
ANSWER: BUS TRANSPORTATION INDUSTRY

2. List down three (3) companies under that industry. Write their complete business names /
trade names and a one sentence description each. (3 pts)
ANSWER: VICTORY LINER INCORPORATION
- IS ONE OF THE LARGEST PROVINCIAL BUS COMPANIES OPERATING IN
THE PHILIPPINES.
BALIWAG TRANSIT INCORPORATION
- IS ONE OF THE MAJOR BUS COMPANY IN THE PHILIPPINES WITH
OFFICES AND TERMINALS IN VARIOUS PART OF LUZON.
FIVE STAR BUS COMPANY
- IS THE LARGEST BUS COMPANY IN THE PHILIPPINES, IT SERVES
ROUTES MAINLY TO THE PROVINCE OF PANGASINAN, TARLACE AND
NUEA ECIJA.

3. What is the main income-generating service offered by that industry? What auxiliary services
are offered by that industry? (4 pts)
ANSWER: THE MAIN INCOME GENERATING SERVICE OFFERED BY THE BUS
TRANSPORTATION INDUSTRY IS BY CARRYING MANY PASSENGERS TO THEIR
DESTINATION. AND FOR THAT, THE PASSENGERS WILL PAY FOR THEIR SERVICE.
OTHER SUPPORT SERVICE OFFERED BY THE BUS TRANSPORTATION INDUSTRY IS
THEY ACCEPT TERMINAL TO TERMINAL CARGO, WITH AN APPROPRIATE PACKAGING
AND LABELLING AND HAVING AN ASSURANCE OF THEIR SHIPMENT IS PROPERLY
PACKED.
B. Case Analysis. Answer after each number, with one number/item per page.
1. Create a SWOT analysis of that industry. (4 pts)

STRENGHTS WEAKNESSES
STRENGHT

* EXPERIENCE OF ORGANIZING
CARRIAGE OF PASSENGERS
* ENSURING PASSENGERS SAFETY
* REGULARITY
* AGING VEHICLE
* INSUFFICIENT FINANCING OF
PUBLIC TRANSPORT
* INCOMPLETE LEGAL BASIS
* IMPERFECT TICKET SYSTEM
* LOST OF POSSTIVE PUBLIC
IMAGE

SWOT ANALYSIS

OPPORTUNITY THREATHS
STRENGHTS STRENGHT

* IMPROVE GOOD CONTRACTING * INCREASING DEBTS OF MUNICIPAL

BETWEEN OPERATOR AND LOCAL OPERATORS
GOVERNMENT * PRINCIPLES OF IMPROVING
* IMPROVE RELIABLE LOCAL LEGISLATION BASIS ARE VAGUE
FINANCING FOR PUBLIC * GOVERNMENT INSTITUTIONS THAT
TRANSPORT SOLVE PUBLIC TRANSPORT PROBLEMS
FROM POLITICAL RATHER THAN
* OPTIMISATION OF NETWORK ECONOMOCAL POINT OF VIEW
* COMPETITORS
 2. Explain the effect of technology to your industry. (2 pts)
ANSWER: TECHNOLOGY HAS IMPACTED THE MODERN TRANSPORTATION.
TRANSPORTATION HAS BECOME FASTER LIKE INDIVIDUALS CAN MOVE RAPIDLY
STARTING WITH ONE PLACE THEN ON TO THE NEXT. IN THE PAST, PEOPLE
CANNOT TRAVEL AS RAPIDLY AS TODAY BECAUSE OF NOT HAVING ENOUGH
MODERN TRANSPORTATION.
TRANSPORTATION IS VERY EASY NOW, BECAUSE SOME BUS TRANSPORTATION
INDUSTRY OFFERS AN ONLINE BOOKING SYSTEM IN WHICH THIS GIVES
FREEDOM TO POTENTIALS VISITORS TO BOOK A TICKET ANYTIME. IT IS IN ORDER
FOR THE PASSENGERS TO FREELY VISIT THE SITES AND HASSEL-FREE FOR THE
COMMUTERS
THE TRANSPORTATION SYSTEM AROUND WHICH THE MODERN WORLD HAS
BEEN BUILT ARE ON THE VERGE OF SIGNIFICANT TRANSFORMATION.
INTELLIGENT TRANSPORTATION SYSTEM (ITS) ARE MAKING DRIVING AND
TRAFFIC MANAGEMENT BETTER AND SAFER FOR EVERYONE.
 3. Choose what kind of service is involved based on the type of process, and explain. (3 pts)
a. Grab Car
b. Grab Pay Transfer
c. Grab Delivery
d. Others

ANSWER: THE SERVICE THAT INVOLVED BASED ON THE TYPE OF PROCESS IS THE
GRAB BUS. THE APP IS CURRENTLY ON THE WORKS FOR ITS NEW BUS
FEATURES WHERE YOU CAN LITERALY BOOK YOUR BUS TICKETS AND
CURRENTLY AVAILABLE FOR MAKATI TO SM SOUTH MALL AND NUVALI
ROUTES. WITH THE NEW FEATURES, YOU MAY LOOK FOR YOUR
PREFFERED ROUTE AND BOOK YOUR TICKETS IN ADVANCE.

THIS IS THE GUIDE ON HOW TO USE THE GRAB BUS:

STEP 1: OPEN YOUR GRAB APP AND TAP THE “BUS” ICON.
STEP 2: KEY IN YOUR DEPARTURE AND ARRIVAL BUS TERMINALS.
STEP 3: CHANGE YOUR DEPARTURE TIME (IF REQUIRED) AND SELECT YOUR
PREFERRED TRIP FROM THE OPTIONS AVAILABLE.
STEP 4: SPECIFY THE NUMBER OF SEATS AND TAP “PURCHASE TICKETS”
STEP 5: ONCE YOU ARRIVE AT THE PICK-UP POINT, SHOW YOUR E-TICKET IN
THE GRAB APP TO THE BUS DRIVER.
4. Choose one service offered by a company under your industry and create a process flow map.
(5 pts)

ANSWER: ONLINE BOOKING PROCESS

• GO TO THE OFFICIAL WEBSITE OF BUS COMPANY

STEP 1

• SELECT YOU ORIGIN, DESTINATION, DATE OF YOUR TRIP AND THE NUMBER OF PASSENGERS.
STEP 2

• SELECT YOUR PREFERRED SCHEDULE

STEP 3

• ENTER THE REQUIRED PASSENGERS INFORMATIONS

STEP 4

• PICK YOUR SEATS

STEP5

• REVIEW YOUR TRAVEL INFORMATION AND THE SUMMARY OF CHARGES

STEP 6

• READ AND ACCEPT THE TERMS AND CONDITION

STEP 7

• PROCEED TO PAYMENT AND SELECT YOUR PAYMENT METHOD

STEP 8

• ENETER THE RELEVANT PAYMENT INFORMATION

STEP 9

•CONFIRM YOUR PAYMENT

STEP 10

•YOU WILL RECEIVE YOUR TRIP VOUCHER AND PAYMENT RECEPT IN YOUR EMAIL
STEP 11

HOW TO REDEEM TICKET VOUCHER:

1. PRINT YOUR VOUCHER

2. ARRIVES ATLEAST 45 MINUTES BREFORE THE TIME OF DEPARTURE AND
EXCHANGEYOUR TRIP VOUCHER FOR A TICKET.
C. Essay. Answer after each number item. Minimum of 200 words per answer. Leave question
number two unanswered.

1. Describe the different natures of services. (5 pts)

2. Explain the importance of the service industry to our economy. (1 pt)
3. Create a services marketing mix on your industry (7 pts)