Trimester: July / January 2021_IV_ - November / April 2021____

Examination: End Term Examination

Programme code: 01 Trimester: IV
Class: SY
Programme: MBA-Marketing (SVU 2021)
Name of the
Name of the Constituent College:
department/Section/Center:
K. J. Somaiya Institute of Management
Marketing and IB
Course Code: 117P01S418 Name of the Course: Services Marketing

Maximum Marks: 50 Date: October 8, 2021

Time: 3 Hrs.

Notes:

1. All Questions are compulsory.

2. Start every question on a fresh page.

3. Support your answers with suitable theory and examples.

Question Max.
No. Marks
Q1 Briefly analyze the case study ‘Housing.com: Marketing a Service 25
Offering’ and answer the following questions:

i. Which segment should Housing.Com concentrate on to gain market

share? How can the company create value through its innovative
product offerings?
ii. What should be done to increase the listings on the website? Highlight
the gaps in the current services offered to the seller segment by
Houseing.com and how the gaps can be filled.
iii. What should be done to increase the listings on the website? Highlight
the gaps in the current services offered to the buyer segment by
Houseing.com and how the gaps can be filled.
iv. How are the services provided by Housing.com different from other
online services?

Q2 (a) How does an augmented service offering for the virtual marketspace differ 7
from an offering for the traditional marketplace? Explain with the help of a
suitable example.

Q2 (b) What can be achieved internally and externally with the introduction of 6
service guarantees?

Q3 (a) Choose any encounter that is likely to occur within a theme park and apply a 12
‘Blueprinting’ framework to analyze the service encounter. Explain how any

OP/10/QMS-1.1/Question Paper/Ver-1.1/ 2021-22

 theme park can handle the complaint(s) wrt encounter, if any.

OP/10/QMS-1.1/Question Paper/Ver-1.1/ 2021-22