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SERVICE MARKETING
BBA : 8346
Semester : 192 (8th Level)
Time – 3 hours
Full marks – 80
[ N.B The Figures in the fight margin indicate full marks. Answer any five questions.
All parts of each question must be answered sequentially.]

Marks
1. (a) Service marketing: service marketing is a specialized branch of marketing 6
which emerged as a separate field of study in the early 1980, ?

following the recognition that the unique characteristics of service

required different strategic compared with the marketing of physical
goods. ?
(b) There are broadly three types of service marketing: 1. B2c, 2. B2B, 3. Post 4
purchase service.?

(c) Service marketing are dominated by the 7ps of marketing namely product, 6
price, place, promotion, people, process, and physical evidence?

2. (a) Service: a service is the action of doing something for someone or 5

something. It is largely intangible. Service is a transaction in which the
nonphysical goods are transferred from the seller to the buyer.?

(b) Type of service: 1. Business service 2. Communication service. 3. 5

Distribution service. 4. construction and engineering service. 5.education
service?

(c) 6. environment.7. tourism.8. Finance. 9. Health. 10.Recreation. 6

11.Transportation?

3. (a) Service marketing challenges/characteristics: 1. Intangibility: it is easier to 8

sell a product then a service. 2.Inseparability: a product can be bought
from different channels but service has one point of purchase

(b) 3. perishability: there are perishable and nonperishable product. Service 8

are perishable. 4.variability: a product might have little variability.
5.implications.6. heterogeneity. 7.lake of ownership.

4. (a) Difference between product and services:1. Product are 8

transceiver/service not.2. Need vs relationship 3. Perishability 3. Quantity
4. Inseparability.

5. Quality.6. Value perspective.7. self-line.8. refundable

 Marks
5. (a) Target segment: plantation also known as audience segmentation, means 8
splitting potential customers into meaningful groups based on their
characteristics, wants and behavior.

(b) A target market is the segment of customers most likely to want our need 4
a business products or services.

(c) There are three of the most common types are demographic segmentation, 4
geographic segmentation and psychographic segmentation

6. (a) Positioning strategy: positioning strategy is to establish a single defining 8

characteristics of a brand in the mind of the customer. Positioning sister
desi birds shoot consider competitive, differentiation and segmentation.

(b) There are several types of positioning strategies:1.Product attributes and 4

benefits 2.product price 3.Product quality 4.Product use and application
5.Competitors
(c) 4
7. (a) The positioning role in marketing strategy: positioning is a marketing 5
strategy also referred 2S product positioning which refers to how a brand

wants to be perceived in the mind of customers relative to competing

brands. Daksh 21 to strategic positioning are often referred to as the three
"cs" 1. Customer 2. Channel 3. Competition.?

There are 7 types of positioning strategies: product, pricing, user or

application, product process, product class, cultural symbols, competitors

(b) Competitive positioning strategy: it refers to how a marketing team can 6

differentiate accompany from its competitors.?

(c) Underlying competitive positioning strategy: 1. Positioning based on 5

product characteristics.2. price. 3.Quality or luxury. 4.Product use or
application.5.The competition.?

8. (a) Service product: the service product is a service that can be sold and that 5
is performed within customer service. Service products are sold by service
companies and by non-service companies such as manufacturers and
technology companies.

(b) Approaches farms can take to create new service: 1. Bhul dete and they 6
will come approach. 2. Set of the pants approach. 3. Business planning
approach. 4. Business developing approach. 5. Incremental planning
approach