re 9 ne 8 MeN 313, sagntets of TecnnologyOSMBADLS es TT TT be sei ciiano Third Semester MBA Degree Exainination, Services Marketing Time: 3 hrs. Note sl. Answer any FIVE full questions. 2) Question No. 8 is compulsory. 1a. Explain how is technology changing the nature of service? (IX Marist Ih. What ate the basie differences in marketing goods versus Sets ices? (ur Mats plain the “Gaps model of service quality’ with the help ofa diagram ue 9a. What are the major reasons for the growing share of 18 economics of the world? b. Explain the major stages in consumer buying decision process and ev service sector ins c. Why are both qualitative and quantitative reseatch methods needed int services marie esearch programme? In what situation does a service company need requ emenis research? (10 Maras) 1 3 a, Whatis expanded marketing-mix for services? (03 Mar EL. Explain levels of relationship strategies interms of structural bonds, financial bonds, soil bonds and customization bonds. (07 Mars c, Explain a framework for understanding environment Set relationships in servis organizations with the help of figure. (The service scapes mode!) (40 Marks} | 4 a, What is physical evidence? (03 Maris) tb. Explain the causes behind service switching. (07 Marks} | "Explain kuman resource strategies for closing gap 3 (10 Maris) j 5 a. Whatare the roles played by customers in service delivery? (03 Marks) | 'b. Discuss common types of constraints (time, labour, equipment and facilities) facing serv | businesses each with an example, (07 Marks) g. What services do you know that advertise on the Internet? What are the most effective Internet advertisements you have seen? Explain why are they effective (10 Mavis} 6 a. Explain services marketing triangle. (03 Maris) | . Explain service recovery strategies. (67 Marks) @. Explain the zcle of blueprinting in designing, managing and redesigning service processe (10 Mark a. What are the benefits of electronic distribution of services? (03 Marks) L. Which approach to pricing (cost-based, competition-based or demand-based) is most fair consumers? Give reasons es can be influenced by cach of the following : Product featur fatiribution of success or failure, perception of fairn customers, (07 Marist , customer emet ss and family members or ocher (1) Marist tofMNeA- 2: iB, osMBAMMo}: » technology, sore ase te, Sti Le a, CASELETNO.1 :D. of Disney's Magic Kingdom Walt Disney was one of the undisputed champions of designing service environments. His tradition of amazi careful and detailed planning has become one of his company’s se inarks and is visible everywhere in its theme parts. For example main streel angled to ete itagem longer on entry into magic Kingdom than it actually is. With mytiad facilities itl attractions strategically inclined and located at each side of the street people look Forward te the relatively long journey to the castie. However, looking dows the slope from pene tte back toward the entrance makes miain street appear shorter than Ht 14 lly is. vlevins exhaustion and rejuvenating guests, It encourages strolting. which minimizes the umber of people who take buses and so eliminates the threaten problem of tratlic mgestion. Disney's service scape design and upkeep help to seript customer experichers They also Greate pleasure and satisfaction for guests not only in its theme parks but also in its cruise ships and hotels, Issue for discussion: Analyse the service environment as explained in the above case, taking design parameters/dimensions throughout the service process of Walt Disney. (10 Marks) b. CASELET NO.2 : Planning Speedy Food Service -rtestauat ond Hospitality’, a sestaurant industry trade magazine, offers the following suggestions for serving customers quickly without making them feel as though they ‘have been pushed out the door’. Some of these tactics involve front stage prteel whereas thers take place backstage, but it is the interaction among operational strategies, rarketing insights and how staff members relate to customers that ereates the derived results. {) Distinguish between patrons in a hurry and those who are nol, ii) Design specials that are quick. iii) Guide hurried customers to those specials ie) _ Place the quickest, highest-margin menu items either first or Jast on the ment. ¥) Offer dishes that ean be prepared alread of tine, eS Vi) Wam eustomers when they order menu items that will take a Jot of time to prepare Consider short-line buffets, roving carts and more sandwiches. vill) Offer “wrap” style sandwiches, which are quickly prepared, filling meal. ix) Use equipment built for speed, such as combination ovens ©) Blimninate preparation steps that require cooks to stop cooking Issue for discussion: ‘Are the suggestions given by ‘Restaurant and Hospitality’ magazines for serving customers quickly effective? Why or why not? Give reasons. (10 Marks) L 2 of?Grnivas INSTLLE OF Winey Library, Mangalore uw! | | | | TT 0SMBAMM314 LJ SR Third Semester M.B.A. Degree Examination, Dec.08/Jan.09 Services Marketing ‘Time: 3 hrs Max. Marks:100 Note : I. Answer any FIVE full questions. 2. Question No 8 is compulsory. 1 a. What is meant by moment of truth? Cite an example. (03 Marks) What are the risks of describing the services by word alone? (07 Marks) c. Explain the 5 dimensions of service quality with suitable examples? (10 Marks) 2a. Explain the zone of tolerance? (03 Marks) b. Describe the 3 levels of retention strategies with suitable examples? (07 Marks) c. Explain various pricing strategies that link the four value definitions? (10 Marks) 3a. Mention the factors which influence perception of services? (03 Marks) b. Explain briefly the various myths related to services. (07 Marks) c. Explain in detail various types of service encounters? (10 Marks) 4a. Whatare hard and soft customer defined standards? (03 Marks) . What are search qualities, experience qualities and credence qualities? (07 Marks) ¢. What are the various approaches to understand service scape effects and explain any 3 of them in detail? (10 Marks) 5 a, What is meant by service blue print? (03 Marks) Explain various which influence adequate service expectations sources? (07 Marks) ¢. Explain how a service industry can implement successful strategies for managing both supply and demand? (10 Marks) 6 a. Whatare the 3 different roles customers play in service delivery? (03 Marks) b. Explain the major types of intermediaries used in distributing services? (07 Marks) c. Describe the four waiting line strategies with examples? (10 Marks) 7 a. What is Emotional Labour? How does it differ from physical or Mental Labour? (03 Marks) What are the causes for GAP-2? What remedies are suggested to close this gap? (07 Marks) ‘c. What strategies are adopted for enhancing customer participation? (10 Marks) 1of2