M.B.

A/Even/POM 405/2019-20(Regular) Enrolment

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, 2ndyear, 4thSemester
Subject Code-POM 405 Total Marks-100
Subject-Service Operations Management 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) The first step in choosing a location for a service facility involves answering which of the
following questions?
A) What is the purpose of the service and how will success be measured?
B) How many facilities will be constructed?
C) Are the potential sites limited due to access, zoning restrictions, labor availability…?
D) All of the above questions must be asked.
ii) Which of the following is not an element that is normally considered when selecting a specific
site?
A) Accessibility B) Previous uses C) Traffic flow D) Competition
iii) Consider factory outlet centers that are often located upwards of thirty miles away from an
urban center. Compared to neighborhood supermarkets, the lambda (λ) in the Huff model for
these outlet centers is:
A) Greater B) Smaller C) The same
D) Unrelated, since outlet centers and supermarkets are not comparable
iv) Which of the following is a tool that is used when attempting to locate more than one facility?
A) Euclidian metric B) Huff analysis C) Metropolitan metric D) Location set covering
v) The "Food Court" often found at malls is an example of _________.
A) saturation marketing B) competitive clustering C) deliberate cannibalization
D) poor planning
vi) The Internet has begun to change the rules of location selection. What location criterion is
most important for pure
Internet services such as 'eBay?
A) Proximity to customers B) Distance from competition
C) Availability of a well-educated workforce D) Proximity to overnight shipping
vii) Within a typical behavioural model of jobdesign, which of the following would be
considered as representing core jobcharacteristics?
a. Quality / Cost / Mutuality b. Vertical Loading / Skill Variety / Output
c. Task Combination / Task Identity / Autonomy
d. Task Identity / Task Significance / Autonomye. Cultural Advancement / Absenteeism /
Nationality
viii) Job Rotation is:
a. is a programme through which management seeks greater productivity fromworkers.
 M.B.A/Even/POM 405/2019-20(Regular) Enrolment
No.

b. involves giving employees work with a greater degree of responsibility andautonomy.

c. is another term for employee empowerment.
d. involves allocating a wider range of similar tasks to individuals.
e. means that staff are moved periodically from task to task in order to increasevariety and
interest.
ix) Job Enlargement is:
a. means that staff are moved periodically from task to task in order to increasevariety and
interest.
b. involves giving employees work with a greater degree of responsibility andautonomy.
c. is another term for employee empowerment
d. involves allocating a wider range of similar tasks to individualse. is a programme through
which management seeks greater productivity fromworks
x) Job Enrichment is:
a. Increases the amount of money employees are paid for completing a unit of work.
b. involves giving employees work with a greater degree of responsibility andautonomy.
c. involves allocating a wider range of similar tasks to individuals.
d.is a programme through which management seeks greater productivity fromworkers.
xi VAT is a/an
a. Income tax b. Sales Tax c. Custom Duty d. Travel Tax
xii International dimension of marketing includes
a. Domestic marketing b. Foreign marketing c. International trade
d. All
xiii A branch and subsidiary are
a. Different to each other b. Similar to each other
c. All d. None
xiv The primary advantage to using a standardisation approach to marketing a product in the
international arena is:
a. minimisation of costs (which can be passed on to customers)
b. more profit
c. less service complaints
d. less product returns.
xv One of the disadvantages that a global marketer may have is ___________________.
This would occur when too much standardisation stifles initiative and experimentation at the
local level.
a. overcustomisation b. overstandardisation
c. technocracy d. group think
xvi Differences in both the cultural and physical environment across countries call for a
_________________________ strategy.
a. product and communication extension — dual extension
b. product invention
c. product extension — communications adaptation
d. product and communications adaptation — dual adaptation
xvii The adoption rate for new products in countries with a ________________ population is
usually faster than in countries with a highly diverse culture.
a. heterogeneous b. complex c. diverse d. homogeneous
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xviii A ____________ is a name, term, sign, symbol or combination of them which is intended
to identify the goods and services of one seller or group of sellers and to differentiate them from
those of competitors.
a. trademark b. patent c. brand d. figure
xix Research from an advertising agency survey indicates that the number one reason for
standardizing multinational advertising was to:
a. take advantage of demographics
b. take advantage of cultural similarities between the countries
c. capitalize on the fact that the product was standardized
d. create a single brand image in all markets.
xx The global logistics process begins with which of the following?
a. Finished products ready for shipment b. Processing and assembly
c. Physical distribution d. Raw materials, components and supplies
Group-B
(Answer any five questions) [5*5=25]
2. Define Service. What is Value added services?
3. What are the factors influencing the process of designing the service delivery systems?
Explain briefly.
4. What are the ways in which an organisation can tackle the problems of customer gaps?
5. List down and explain the functions of capacity management as well yield management.
6. Briefly explain the concept of capacity management.
7. What is meant by vehicle routing? Explain its features briefly.
8. What is Euclidean and centre of gravity?
9. Differentiate between Front office and Back office role in any service industry.
10. What are the implications for service design?
Group-C
(Answer any four questions) [4*15=60]
11. Illustrate the “distinctive characteristics of service operation” for a service with which you
are familiar. Discuss the elements in the framework for formulating the strategic service
vision.
12. Describe the service process, service experience and outcome of service pertaining to
banking industry.
13. Illustrate the use of walk through audit as a diagnostic instrument to evaluate the gaps in
the servicedelivery system.
14. Explain the different types of services which impact services cape. Also explain different
types of facility layout.
15. Explain about the various performance measurement tools used in measuring productivity
ofservices with example.
16. What are the points and steps to be followed in selecting a method for customer selection?
Explain with the help of example
17. Explain the role of SERVQUAL model and GAP model with example
18. Write Short notes on any three:
a) Explicit service b)Service blueprinting c)Facility design d)Euclidean
e) Supply managements tactics