too Apmasmpitr a 109: pmasnpuar vais ‘https://wvww.mdustudy.com 12646 MBA 2 Yr. 3rd Semester New Scheme 2019-20 Examination - March, 2021 ‘SERVICES MARKETING Paper: 201MG23GM3 [Maximum Marks 80 ‘Ber nsurring the qustions, coats shoul ensure that they ier x spd te comet and complet question pope. No casa 1h egal bv ntti fer xiao, Note: Section ~ A is compulsory. Altempt one question from each Unit in Section ~ B. All questions carry equal marks. SECTION- A 1. (a) Whatismeant by SERVQUAL? 2x = 16 (©) Define the wheel of loyalty (© Whatare e-services ? (d) Define the four I's of services. s2561H9N.0-9)21) P.T.O, -utps:/www mdustudy.com ntps:/newwandastudy.com uni — i 6. Discuss the steps involved in developing » new service 16 7, What ave the elements of a service-blue print? Discuss the benefits ofservce-biue printing. 6 unr-Wv 8. What are service channels ? Discuss the challenges faced by service marketers in distributing the services 16 8, Discuss the role of customers in service-marketing. 16 ‘este Paes (ay ‘hitpe:/tworw.mdustudy.com woo Apmasnpur ava sdiy woo épmisnpur sca) isday too Apmismpitr ai ‘https://wvww.mdustudy.com (@)_ Explain the term Servicescape’ (9) What are information- processing Services? (a) Differentiate: between peripheral and essental evidence (m) What are search attributes ? SECTION-8. unit 2. Deine services. How marketing of services is different from those of goods ? Discuss the elements of -marketing mix for the services 16 3. Discuss in detal the health-care services available in India, What factors have contributed to the growth of this sector? 16 uni 4. Why is it important for a service firm to have a strong, service recovery strategy ? Design an ideal service recovery strategy. 6 8, Write short notes on : 16 (a) ‘Types of service encounters (b) Building customer relationships in services. 2048. ypNosjeny (2) -utps:/www mdustudy.com snp avd 3