MBA/Even/MM 405/2018-19(Regular) Enrollment

No.

University of Engineering & Management, Jaipur

(Established by Act of State Govt. & u/s 22 of UGC Act, Ministry of HRD, Govt. of India)

University Examination
MBA, 2nd year, 4th Semester
Subject Code-MM 405 Total Marks – 100
Subject- Service Marketing Time Duration –3hrs.
All the answers should be in brief and to the point.
Strike off all the blank pages of copy, after completing your work.
The students are advised not to write anything on the question paper other than Enrolment No.

Group-A
(Answer any fifteen questions) [15*1=15]

1. Choose the correct option:

i. Marketing myopia is known as
a) Defect of the human eye
b) Short sighted view of marketing
c) Launching a new product in the market
d) All of the above
ii. The focus of marketing concept is
a) Target market
b) Customer needs
c) Products
d) All of these
iii. Customer need identification was first discovered in which concept?
a) Selling
b) Marketing
c) Societal marketing
d) Production
iv. Physical distribution of 4P is related to
a) Convenience
b) Communication
c) Customer’s solution
d) Cost
v. Entry of laggards is in which stage of PLC?
a) First
b) Second
c) Third
d) Fourth
vi. People is an element of the
a) Service mix
b) Marketing mix
c) Product mix
d) All of these
 MBA/Even/MM 405/2018-19(Regular) Enrollment
No.

vii. SBU stands for

a) Simple business unit
b) Strategic business unity
c) Strategic business unit
d) Simple business unity
viii. Which of the following is not the key macro environment force?
a) Economy
b) Technology
c) Politics
d) Climate
ix. Which of the following is not a primary data collection tool?
a) Questionnaire
b) Interview
c) Observation
d) Journals
x. Psychographic segmentation refers to
a) Race
b) Religion
c) Country size
d) Life style
xi. Which of the following is not a type of a customer?
a) Laggards
b) Early adopters
c) Innovators
d) Initiators
xii. Focus group interview is a technique of collecting
a) Primary data
b) Secondary data
c) Tertiary data
d) All of these
xiii. HRD means
a) Human resource development
b) Human resource decision
c) Human resource deployment
d) All of these
xiv. The buying decision process starts with the recognition of a
a) Product
b) Need
c) Producer
d) Seller
xv. Factor(s) which affect(s) consumer behavior is/are
a) Cultural factor
b) Social factor
c) Personal factor
d) All of these
 MBA/Even/MM 405/2018-19(Regular) Enrollment
No.

xvi. New product development starts with

a) Idea generation
b) Concept development
c) Market testing
d) Product modification
xvii. One of the important characteristics of service is
a) Tangibility
b) Homogeneity
c) Non-perishability
d) Intangibility
xviii. Another name of multiproduct branding is
a) Dual branding
b) Mixed branding
c) Corporate branding
d) Co-branding
xix. Advertising is a
a) A non-financial incentive
b) Personal presentation
c) Non-executive job
d) A promotional tool
xx. Which of the following is not a form of direct marketing?
a) Kiosk marketing
b) Catalogue marketing
c) Public relations
d) Telemarketing

Group-B
(Answer any five questions) [5*5=25]

2. What is services marketing management?

3. Explain the types of services?

4. What are the challenges faced by the service industry?

5. What are the 7p's of services marketing mix?

6. What are the characteristic features of services?

7. How can you differentiate between a product and a service?

8. What are the principles of services marketing?

9. What marketing tricks should a services provider focus on?

10. What is value-chain?

 MBA/Even/MM 405/2018-19(Regular) Enrollment
No.

Group-C
(Answer any four questions) [4*15=60]

11. Discuss the problem of customer misbehavior with a suitable case.

12. State and explain the major components of a company’s marketing environment.

13. Give a model of consumer decision making process.

14. Elaborately explain Service Encounter with a suitable example.

15. a) What is a product? Discuss the different levels of a product.

b) What is product differentiation? Give examples.

16. Discuss Branding And Packaging of Services.

17. Elaborately explain the steps involved in strategic marketing planning process.

18. Write Short Notes: (Answer any three):

a) Prerequisites for preparing a questionnaire for market survey.
b) Sources of secondary data.
c) Advanced SWOT analysis.
d) Porter’s generic value chain model.