Services Marketing, Question Paper of MBA (MM) 3rd-4th Semester,Download Previous Years Question Paper 4

Roll No..................

Total No of Questions : 07]

MBA (Sem.-3^rd )

SERVICES MARKETING

SUBJECT CODE: MB- 603

Paper ID: [C0125]

Time : 03 Hours

Maximum Marks

Instruction to Candidates:

1) Section - A is Compulsory.

2) Attempt any Four questions from Section - B.

Section - A

Q1)

a)Differentiate between services and customer service.

b) How is technology changing the nature of services?

c) Explain how culture affects the consumer decision making process in services.

d) What is customer satisfaction and why it is important.

e) How can the gap between customer's expectations and perceived survive be resolved?

f)How can we position services.

g) Discuss how relationship marketing is different from traditional marketing.

h) What do you understand by customer profitability segmentation, Explain.

i) Describe the services marketing triangle.

j) Discuss the customer's role as a contributor to service quality and satisfaction.

Section -B

Q2) Discuss the stages involved in the consumer decision making process and evaluation of services.

Q3) Define service quality. Explain the SERVQUAL scale given by Parasura man, Zeithaml and Berry

Q4) Discuss the steps involved in market segmentation? What challenges the service organizations face in segmentation. Explain the concept of customer profitability segmentation.

Q5) Discuss in detail the causes behind service switching. What are the various types of service Guarantees’ that can be offered by the companies to recover customers.

Q6) What do you understand by Physical evidence explain the elements of Physical evidence. Choose a service organization and collect all forms of physical evidence that the organization uses to communicate with its customers.

Q7) Design the segmentation, Targeting, Positioning and Marketing mix for Hotel chain in India. Use an example in your explanation.