MODEL QUESTION PAPER

Subject : SERVICE MARKETING

SHORT QUESTIONS

Q.1 . Write short notes on:

1. Services Mix
2. Recovery of Services
3. Services Scope
4. Service Product Planning
5. Service Promotions
6. Services Distribution
7. Services Marketing Environment
8. Strategies to deal with Inconsistency
9. Proactive Service Model
10. Bases of Services Segmentation
11. Gap Model
12. Positioning
13. Market Segmentation
14. Strategies of Advertising
15. Managing phyisal evidence & service scape
16. Service Triangle
17. Characteristics of Service Marketing
18. Direct Channel
19. Indirect Channel
20. Benefits of Franchising
21. Role of Franchiser
22. Role of Franchisee
23. 7 P’s of Service Marketing
24. Types of Services
 25. Strategies to deal with Intangibility in Services Marketing
26. Positioning strategies in Services Marketing.
27. Role in Services Marketing
28. Discuss Micro Factors affecting Service Sector
29. Discuss Macro Factor affecting Service Sector
30. Explain Reasons For growth of services Sector in india

LONG QUESTIONS

Q1:- What is Service Marketing? Explain the characteristics of Services.

Q2:-What are the different challenges being confronted by the service industry which according
to you is most important and why?

Q3:- What is service product planning? Give example for a hotel and tourism industry.

Q4:- What is communication? Explain its role in services marketing.

Q5:- What are the key service businesses in India? What is their contribution to the growth of the
sector?

Q6:- What is the contribution of service sector to the growth & development of the Indian
economy

Q7. Explain Services Strategy and organizing for Global Marketing.

Q8. Explain the factors that influence the Consumer Decision Making Process with the help of
suitable examples.

Q.9 Critically discuss the importance of services in the economic growth of a developing
country.

Q10. Explain the concept of consumer buying process of restaurant service. Explain the post
purchase behavior or use of behavior of a service customer especially in the context of
complaints managers, loyalty management and customer’s attraction.

Q11. Explain strategies to deal with Intangibility in Services Marketing with suitable examples.
Q12. Explain positioning strategies in Services Marketing.

Q14. What are the different ways by which services can be classified? Which extended element
of marketing mix are absent in the marketing of traditional products. Critically discuss their
importance in marketing of services.

Q15. Discuss various Micro and Macro Environmental Factors giving relevant examples from
the service industry .

Q16. Discuss the Indian Consumers orientation towards shopping for services. Explain in detail
the characteristics of the Indian Consumer which affect the services marketing strategy?

Q17. Explain Segmentation, Targeting and Positioning of Financial Services.

Q18. Explain the key decision in global Marketing Services.

Q19. Explain Services Strategy and organizing for Global Marketing.

Q20:-How can service quality be audited. Explain the GAP Model of service quality.

Q21:- Explain the SERQUAL model for measuring the service quality. How does it help
marketers to deliver quality service?

Q22:- Explain the determinants of service quality their core features with examples of each.

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