Reg. No. M.B.A. DEGREE EXAMINATION, FEBRUARY 2009. Fourth Semester — Elective DBA 1721 - SERVICES MARKETING (Regulation 2007) Time : Three hours Maximum : 100 marks Answer ALL questions. PART A — (10 x 2 = 20 marks) 1 ‘What is customization of service product? 2, What are the components of service quality? 3. What is meant by customer delight? 4, What are the determinants of customer behaviour in service market? 5. What is the significance of market scanning in service development? 6. What are the objectives of pricing of service products? 7. What is the role of internal customers in service ‘marketing? 8. What is integrated communication in service marketing? 9, What is health care service? 10. What are the advantages of service economy? PART B — (5 x 16 = 80 marks) 11. (a) What is gaps model? Discuss the model perspectives of service marketing in detail. Or (>) What is market potential? How would you estimate the service market potential?12. 13. 14. 15. (a) (b) @) (b) (@) (b) (a) (b) ‘What is customer's perception of service product? How do customers form perception of service(s)? Or ‘What is the significance of market segmentation? How is target market for service segmented? What is competitive advantage? How does an service organisation gain competitive advantage? Or Discuss in detail the challenges and the factors involved in pricing of services. What is service process? What is the role of process management in service marketing? Or What is customer relationship? Discuss CRM strategies in service marketing. ‘ Discuss the impact of privatization and globalization in educational services in India. Or What are the challenges for Indian media industry? What are the strategies the players adopt to cope up with the challenges? 2 Z1519Reg. No.: [_ I I 1 LL 1619 M.B.A, DEGREE EXAMINATION, AUGUST 2009, Elective DBA 1721 — SERVICES MARKETING (Bequlation 2007) ‘Time : Three hours Maxinaumn : 100 marks 10. Anawor ALL questions PART A —(10 x2 = 20 marks) “What ie meant by Servioe Beonomy? What ar the characteristics of Service? ‘What is moantby eustomer expectations? . ‘What ar the factors determining market selection? ‘Write down the objectives of Service Life Gye its down the signifiance of Service Blocpeinting ‘What are the components of Service provost? Broly discus the role of people in Services. ‘Whet it moant by marketing trategy? List out tho advantages of Information Technology.u 12. 18. 4. 15. wa) » ® o « » © i) ‘PART B —(6 x 16 = 80 mass) Discuss the Bwolution and Growth of Service Sector, or What are the varius dimensions of SERVQUAE? Fpl, ‘Beplaia how customers aasoss service marketing opportunities, or Teaplain what are the factory determining Customer expectations and Pereoptions. ‘What are the stages in Service life cyte? Kai, or ‘Discuss in deta) the various methods of pricing the services. “What are the basics to be considered for Channel selection? Explain or What are the steps involved in designing communication mix for promoting Services? Explain, Discuss tho impact of Globalization and Privatization in Tourism Industry in Indi, or ritictty examine the formolation of service marketing strategies for health Sadly 2 Li 1619M.B.A. DEGREE EXAMINATION, FEBRUARY 2010. Elective DBA 1721 — SERVICES MARKETING (Regulation 2007) ‘Time : Three hours Maximum : 100 marks Answer ALL questions. PART A — (10 x 2 = 20 marks) 1. State the difference between goods and services. 2. What do you mean by service quality? 3. What is services market segmentation? 4. What are the determinants of customer behaviour in service market? 5. What is service life cycle? 6. What is differential pricing? 7. What is internal marketing? 8. List out the types of people involved in services. 9. What is health care service? 10. What are public utility services? PART B— (6 x 16 = 80 marks) iu. Discuss the growth and evolution of service sector. Or (b) Explain the various SERVQUAL dimensions.12, 13, 14, 15. (a) (b) (a) (b) (a) (b) (a) (b) How will you segment service markets? Describe in detail. Or What are customer expectations and perceptions of services? Discuss. Discuss the stages in new service development process. Or How will you develop service positioning strategies? Explain. How will you design communication mix for promoting services? Explain. Or Explain the significance of services process. How will you formulate service marketing strategy for hospitality industry? Discuss. Or Discuss the impact of privatization and globalization in educational services in India. 2 YY 1519