Reg. No. : LJ Question Paper Code: 85519 M.B.A. DEGREE EXAMINATION, FEBRUARY 2012. Elective DBA 1721 - SERVICES MARKETING (Regulation 2007/2009) ‘Time : Three hours ‘Maximum ; 100 marks Answer ALL questions. PART A — (10 x 2 = 20 marks) 1. Define Service Economy. 2. What are the characteristics of Services? 3. What is meant by Market Targeting? 4. How will you fulfill customer expectations? 5. What do you mean by Service Blueprinting? 6. Comment on Pricing of Services. 7. Outline relationship Marketing. 8. Explain the impact of information technology. 9. Define Green Marketing. 10. What is Tourism Marketing? PART B— (6 x 16 = 80 marks) 11. (a) “The need and variety of services would depend on economic and social factors”. Illustrate this view point.with examples, Or (b) What do you mean by marketing of services? What are the reasons for the growth in the service market?13. uM. (a) (b) (a) @) fa) (b) (@) () What are the basic steps in market segmentation? What specific challenges exist for service organizations when it comes to segmentation? Or Discuss the differences between perceptions of services quality and customer satisfaction. Explain the service design model adopted in any service industry of your choice. Or Explain the factors affecting a pricing policy of services. Explain how the “Service Quality Delivery” in financial products is improved by technology. Illustrate with examples. Or What do you mean by service recovery? Discuss various service recovery strategies, Explain the market for educational services and the marketing approach of an educational institution, Or Prepare a detailed marketing plan for a hospital proposed to serve the low-income group and want to make a profit, * : 85519Reg. No. : Question Paper Code : 95519 M.B.A. DEGREE EXAMINATION, AUGUST 2011. Elective DBA 1721 — SERVICES MARKETING (Regulation 2007/2009) ‘Time : Three hours Maximum : 100 marks Answer ALL questions. PART A— (10 x 2= 20 marks) 1. Define Services 2. What is meant by the term service economy? 3. What is market targeting? 4. How will you fulfill the customer expectations? 5. What do you mean by service scape? 6. Define service blue printing. 7. Outline service process. 8. Explain the impact of information technology in service delivery. 9. Explain Entertainment Service. 10. Define health care marketing. PART B — (6 x 16 = 80 marks) 11. @ @ _ Briefly describe the special characteristics feature of service. (i) How are services classified? Elaborate. Or (b) What is service quality? Explain the SERVQUAL model with examples.12, 13. 14. 15. (a) @) (a) (b) (a) () (a) ) What are the basic steps in market segmentation? What specific challenges exist for service organizations when it comes of segmentation? Or Briefly explain the significance of people based attributes of the service product. What is service positioning? Discuss how the dimensions of service quality can be used for positioning strategies. Or What is customer focused pricing. Analyse the pricing strategies involved in cellular services industry. Explain how the “Service Quality Delivery” in financial products is improved by technology. Illustrate with examples, Or What is the role of CRM in delivering customer relationship strategy? Explain with suitable examples. Name some public utility services and the marketing strategies used by them. Or Discuss the role of publicity and personal selling in promoting tourism business, a 95519Reg. No. : | Question Paper Code : 85519 M.B.A. DEGREE EXAMINATION, FEBRUARY 2011. ‘Third Semester DBA 1721 — SERVICES MARKETING (Regulation 2009) (Common to Elective ~ Regulation 2007) ‘Time : Three hours Maximum : 100 marks 2. 3. 6. 10. 1. Answer ALL questions. PART A — (10 x2 = 20 marks) Define services. List out the dimensions of service quality. Differentiate customer expectation and customer perception behavior. How services segmentation is differed from goods marketing segmentation? What is meant by the physical evidence in services marketing mix? State the need of blue printing in services marketing. Define interactive marketing. What is meant by a service recovery in services marketing? Identify any four challenges in hospitality marketing. ‘What are the skills required for the entertainment marketer? PART B— (5 x 16 = 80 marks) (a) Explain the classification of services and the method of marketing mix strategies for each classification of services. Or (>) Briefly explain the service gap model and the methods to measure the gaps of the services.12, 13, 14, 15. (a) (b) (a) (b) (a) (b) fa) (b) Explain the method of assessing the service marketing opportunities and the customer expectations. (Assume any of your choice of service). Or Discuss the factors considered for the segmenting and targeting the service market for the aviation industry. (i) Explain the service life cycle stages. (8) (ii) How the new services are identified and developed? (8) Or Discuss the methods of pricing the services and trace the scope and challenges involved in pricing the services. Explain the various types of channel practices in services marketing and changes in the current scenario, Or Develop the ways and means of customer relations management to be practiced for retail shops. Explain the scope and functions of service marketing strategy for tourism industry. Or Develop a marketing mix and marketing strategies for a financial services company. 2 85519Reg. No. :| I Question Paper Code: GG 1519 M.B.A. DEGREE EXAMINATION, AUGUST 2010. Elective DBA 1721 — SERVICES MARKETING (Regulation 2007) ‘Time : Three hours Maximum : 100 marks 10. 1. Answer ALL questions. PART A— (10 x 2= 20 marks) What is meant by expected service quality? What are the goals of service quality management? What is meant by market opportunities? What is meant by perceptions of services? What are the levels of Service Product? What is meant by Competitive differentiation of Services? State the impact of technology in delivering services. What are the basics to be considered while selecting a channel? What is meant by Air line product? What are the factors affecting tourism industry? PART B— (5 x 16 = 80 marks) (a) What are the various issues considered by the management while improving the quality of service? Explain. Or (b) Discuss the conceptual model of Service quality with a neat diagram.12, 13. 14. 15. (a) o) (a) ) @) ) (@) ) Describe the factors influencing buyer characteristics. Or ‘What are the levels and patterns of service market segmentation? Explain. Explain the role played by physical evidence in a service firm. Or What are the internal and external factors affecting the pricing decisions? Explain. Explain the level of complexity and divergence in service and their impact on service process. Or Explain the guidelines for managing service communication. Explain the significance of segmentation in the banking services. Or Develop an appropriate marketing mix model for hotel services. 2 GG 1519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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