Sp 5

NOVEMBER 2014 77375/PMD10

Time : Three hours Maximum : 75 marks

PART A — (10  1 = 10 marks)

Answer any TEN questions.

Write short note on the following:

1. Service

2. Blueprint of service.

3. 7Ps

4. Service dimensions

5. Marketing demand

6. Service orientation

7. Quality gap

8. CRM

9. Marketing of service

10. Service performance

11. Service aspiration

12. Communication
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PART B — (5  5 = 25 marks)
Answer any FIVE questions.

13. Describe the growth of service sector in India over

the last two decades.

14. Explain the different dimensions that are unique

in services marketing.

15. Describe the need and significance of effective

segmentation in services marketing.

16. Discuss the gaps in various services with apt

illustrations.

17. Enumerate the challenges involved in the health

care services marketing.

18. Discuss the role of technology in delivering the

services to the customer.

19. Distinguish the external versus internal

orientation of service strategy.
PART C — (4  10 = 40 marks)
Answer Q.No.20 Compulsorily.
Answer any THREE questions from Q.No. 21 to 24.

20. Discuss how the service operations are built in an

organization? Illustrate how it is achieved through
human resources and technology?

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21. Explain the strategies to be adopted in choosing a

right marketing mix in marketing the health care
sector services?

22. Discuss the factors and techniques to resolve the

gap in Customer Relationship Management
(CRM), using various illustrations?

23. Enumerate the steps involved in developing

appropriate and effective communication about
service quality to customers.

24. Explain the current trend that is prevailing in

travel and tourism services marketing in Indian
context.

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