VIGNAN’S INSTITUTE OF INFORMATION TECHNOLOGY (A)

Name of the Subject : Services Marketing

Subject Code : 3099192250

2020 ADMITTED BATCH MBA(VR19) II Year- II Semester

UNIT –I

Q. No Essay type Questions

A Define Services Marketing. Explain its scope.

1
B Elaborate the concept of Services Marketing Environment.
A List out the Services components. Explain each of them in detail.
2
B Explain the New Service Development process.
A Summarize the concept of Service Delivery as a system.
3
B Elucidate Service Facility Design and Layout.
A Differentiate between Goods and Services.
4
B Analyze the various issues of HRM in Service sector.
A Define Services Marketing. List out the characteristics of Services
5 Marketing with explanation.
B Explain the concept of Building Service Aspirations.
A Elaborate the External Service Environment.
6 B How to build Service Aspirations in Employees?
A Define Service scape. List out aspects of Service Scape. Explain with an
7 example.
B “Service is different from Goods”, Elaborate.
A How to build Service Aspirations in Customers?
8
B Elaborate the Internal Service Environment.

UNIT –II

Q. No Essay type Questions

A Define Service Blueprinting. Explain its components with an example.

1
B Discuss the different patterns of Demand.
,,,,,, A Define Service Encounter. Explain the types of Service Encounter with
,,,,, examples.
K2 B Explain the concept of SERVQUAL.
A Explain the various strategies of managing Demand in Service sector.
3
B Define Service Quality Audit. Explain the types of Quality Audit.
4 A Elaborate the strategies of managing Supply in Service sector.
 B List out the Electronic Channels of Distributing Services.
A Elucidate the levels of Consumer Expectations with diagram.
5
B Summarize the roles of Intermediaries in the Delivery of Service.
A Define Service Quality management. Also explain about the dimensions of
Service Quality.
6 B Illustrate the Service Triangle.
A Explain the Purpose of Service Quality in detail.
7
B Define TQM. Discuss about its elements.
A Interpret the concept of Service Quality GAP model.
8
B Discuss the methods of measuring Customer Satisfaction.

UNIT –III

Q. No Essay type Questions

A Explain the concept of Services Marketing Mix.

1
B “Integrated Services Marketing Communication is mandatory” Explain.
A Elucidate the role of Packaging in Services.
2
B Discuss about the role of Sales Promotion in Services.
A Elaborate the concept of Service Attractiveness.
3 B Advertising is the main tool for integrating Service Marketing into
economic Space”, Explain.
A List out the various components of Promotion Mix. Explain in detail.
4
B Illustrate about any 5P’s in Services Marketing Mix.