Strategic Management, Question Paper of MBA 4th Semester, Download Question Paper 6

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

                                                

MBA (Sem.–4)

                                      

SERVICES MARKETING

Subject Code : MB-906

                     

Paper ID : [C0178]

Time : 3 Hrs.

INSTRUCTION TO CANDIDATES :

1 . SECTION-A is COMPULSORY.

2 . Attempt any FOUR questions from SECTION-B.

                                                SECTION-A

l.

(a) Discuss the spillover effects of growth of the service economy in India.

(b) What are the implications of perish ability 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 is 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 in 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 service 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 the help of examples.