MBA (KMBMK04)

(SEM-IV) THEORY EXAMINATION, 2019-20

MARKETING OF SERVICES
Time: 2 Hours Total Marks: 100
Notes:
1. Attempt any EIGHT parts from SECTION A (Total of 24 Marks). Each part is of 3 Marks.
2. Attempt any THREE parts from SECTION B (Total of 36 Marks). Each part is of 12 Marks.
3. Attempt any TWO QUESTIONS from SECTION C (Total of 40 Marks). Each question is 20 Marks.
4. Attempt all Sections. Section C has further Internal Choices. Attempt Carefully.
5. Marks are written against each Section.
6. Assume any missing data.

Q.NO KL, CO Question Marks

SECTION A
1.

Define services.
(a)
K1,CO1
Explain the need for positioning of services
(b) K2, CO1

(c) K1, CO5 Explain any two strategies for health sector.

(d) K1, CO4 Define any two benefits of internal marketing

(e) K2, CO2 Draw a service life cycle.

Explain the nature of services.

(f) K1, CO1

What is meant by remote encounter?

(g) K3, CO3

(h) K1, CO4 What are hard standards in services?

(i) K1,CO2 Elucidate on Zone of Tolerance

(j) K1, CO2 Why is time so important in services ?

SECTION B
2.
Differentiate between goods and service marketing. How
a) K2,CO1 marketing mix applied generally to the goods sector is not
appropriate for the service sector.
What are Service expectations? Briefly explain their types with
b) K1,CO3
the help of examples.

Why is pricing of service difficult? Why is cost based pricing

c) K1, CO3
particularly problematic in service industry.
 With the help of suitable example explain the process of
d) K1, CO4 service recovery.

e) K4, CO5
Analyze the current trends in the IT enabled services sector.

SECTION C

What are the bases for service classification? Give examples

3 K1, CO1 of services for different bases.

4 K2, CO4 Explain the Gap model of services quality.

With the help of suitable example explain the process of

5 K2, CO3 service blue printing.

6. K1,CO4 Customer retention is beneficial for the organization. Comment

With the help of suitable example explain the steps in the new
7. K2, CO2 service development process.

CO- Course Outcomes mapped with respective question

KL- Bloom’s Knowledge Level (K1, K2, K3, K4, K5, K6)
K1 – Remember K2 – Understand K3 – Apply K4 – Analyze K5 – Evaluate K6 – Create