Downloaded From www.rejinpaul.com Reg. No.: ey EE] Question Paper Code : 40303 M.B.A. DEGREE EXAMINATION, APRIL/MAY 2015. Elective oO BA 7013 — SERVICES MARKETING (Regulation 2013) C A ‘Time : Three hours shun 100 marks: Answer ALL questions * ny | PART A— (10x 2=20 mags) \ 1. What do you mean by derived service? ad : 2 Write short note on implication of per +.) service. so Wate tha as rn srvies? 4. Define service prank. 2 5. What do you mean by'prol gap? Es 6 What do you mean by She of tolerance? e 7. What is integrated service marketing communication? an & — What‘io you mean by service blueprinting? fan \ = Defihe service mapping 40. What is the role of provess in building eustomer relation? ~~, PART B— (5 x 16= 80 marks) 11. (@) Explain the scope and the unique characteristics of service. Or (®) Write an essay about the evolution and growth of oi in India, jinpaul.com : <>, we Grow With Us Mh12. 13. 4. 15. @) ) @) © @. @) @ ©) Downloaded From www.rejinpaul.com Discuss the segméntation, targeting and positioning of service market, Or Discuss the expanded marketing mix of services. Discuss the Cap's model of service quality A Or Explain the steps in building a services blueprint. Explain its 2 Explain the factors and approaches used for designing se1 © delivery system. a . Or ax Discuss the various pricing stratagies adopted for'veryice products, 4/ Explain the SERVQUAL attributes with special reference to education institution. strategies to pull custdin statement. mnerate revenue ~ Critically discuss the Amusement theme cane en’ by ne to follow several competitive er: 2 (> oo Grow With Us “wi?