NEW DELHI INSTITUTE OF MANAGEMENT

MID SEMESTER EXAMINATION

October, 2021

BBA: 5th SEM

Paper Code: BBA 305 Subject: Service Marketing
Time: 3.00 Hours Maximum Marks: 50

Time to upload answer sheet is 30 minutes.

Link to submit Answer sheet:

https://docs.google.com/forms/d/e/1FAIpQLSc21XrkbmeWhYyPeR1E5SdnrGR1Va--
ipeHShuW6ZP8eGsfeg/viewform?usp=pp_url

Note- Question No.1 is compulsory. Attempt any ‘three’ from rest of the questions.

Q1. Write Short note on any four (20)

a) What do you understand by Services? Give two examples.

b) Differentiate between Services and Customer Services. Give one example.
c) Mention the types of Services.
d) What are the characteristics of Services? Mention all.
e) Mention the 7 Ps of Marketing.
f) What do you mean by Service Failure?
g) What is Service Recovery Paradox?
h) Draw Service Marketing Management Process.

Q2. What is the Consumer Behaviour in Services? Explain with the help of a model the Purchase
process of a consumer for Service. (10)

Q3. Define Service Quality. What are the five broad dimensions of Service Quality? Give one
liner definition of each one of it. (10)

Q4. What do you mean by Service Gap? Draw the Service Gap Model. Explain the first Gap.

(10)

Q5. What are the three causes of Service Gap 2? Explain the respective strategies to bridge this
Gap. (10)

Q6. Services are produced and consumed simultaneously. As a service provider how can you
overcome this limitation in an attempt to reach an ever-greater market and customer base?

(10)
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