Thursday, October 06, 2016
Roll
No..................
Total
No of Questions: 07]
MBA (Sem.-3rd)
SERVICES MARKETING
SUBJECT CODE:
MB- 906
Paper ID:
[C0178]
Time
: 03 Hours
Maximum
Marks
Instruction
to Candidates:
1) Section - A is Compulsory.
2) Attempt any Four questions from Section - B.
Section - A
1.
a. Discuss
the spill over effects of growth of the service economy in India.
b. What
are the implications of perishability and variability on services mix?
c. Illustrate
the concept of customer dissatisfaction, satisfaction and delight with
reference to zone of tolerance.
d. What
is technical quality and functional quality of services?
e. What
need for service recovery in marketing of services?
f. What
is services marketing triangle?
g. Draw
service blue print for a hotel.
h. Discuss
different pricing strategies in services industry.
i.
What variables
influence service quality?
j.
What is services Gap
model?
Section-B
2. Define
services indicating the salient characteristics. Elaborate how does services
marketing mix differ from marketing-mix of goods.
3. Why
is building customer relationship so important in services industry? What is
service failure and how can CRM help service recovery?
4. “Managing
demand and capacity is most difficult in services industry” comment on this
statement. Explain how waiting line strategies can help a service provider
manage demand and capacity flow?
5. ‘Process’
and ‘physical Evidence’ are very important to financial services organizations.
Explain with relevant examples.
6. What
is SERVQUAL? Discuss various dimensions of SERVQUAL and how do they help a
device marketer?
7. “Perceived
risk of services is higher and therefore Good communications strategies require
that a marketer convert intangibles into tangibles”. Comment on the statement.
How can a marketer convert intangible into tangible? Discuss with help of
examples.
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