[MPRBA-MM-501] MBA DEGREE EXAMINATIONS V TRIMESTER SERVICES MARKETING

(Effective from the admitted batch 200809)

Time: 3 Hours

Max.Marks: 60

--------------------------------------------------------------------------------------------------Instructions: All parts of the unit must be answered in one place only. Figures in the right hand margin indicate marks allotted. ---------------------------------------------------------------------------------------------------

SECTION-A 1. Answer any FIVE of the following: Each answer should not exceed one page. a) b) c) d) e) f) g) h) Classification of Services Augmented product Marketing Mix Service Development Importance of Services Pricing Physical evidence Internal marketing Advertising of Services SECTION-B Answer the following: UNIT-I 2. a) What is the importance of service marketing?
OR

(5 x 2 =10)

8 8

b) Explain the characteristics of service with suitable examples. UNIT-II

3. a) What are the elements of marketing mix in case of services? How does people and physical evidence influence marketing policies of banking services? 8

OR

b) What are positioning issues in Service Marketing? Explain with reference to 8 i) Media services ii) Software services UNIT-III 4. a) Explain the different stages of new Service Development.
OR

b) What is service gap? State the different types of service gap and also suggest suitable measures to overcome them. UNIT-IV 5. a) What do you know about pricing of services? Discuss the pricing strategies followed in services marketing.
OR

8 8

b) Discuss the delivery of services through intermediaries. UNIT-V 6. a) What is personal selling? What are the different personal selling strategies are to be adopted to be successful in services marketing.
OR

b) What do you know about sales promotional tools? What promotional techniques are to be adopted to be successful in services marketing. SECTION-C 7. Case Let (Compulsory): Management education is becoming increasingly interdisciplinary in character. It is heartening to note that there is more and more application of behavioural services in recent years. The modern/new Executives, Managers instead of acting as just watch-dogs of mere mechanical devices would have to be in the true sense of the term Agents and social change, Planners, Trainers and Communicators. Top most must play its active role for the development of Managers and guide up the managerial team.

8 10

During the last four decades the nature of problems facing the management education has changed substantially that we must pause, think and look ahead to face the future challenges of market education. Questions: a) In view of the above what do you think are the emerging challenges for Management education in India. b) How the product of management education must be reengineered so as to face the challenges without losing the core benefits of management education that is continued to be offered to the Managers of our times?

[51/VS/209]