Dyes TY ISS Seren: Paper / Subject Code: 46004 / Marketing:Services Marketing < -~ 2mMo0l55 ‘Time: 2% Hrs. N.B. 1, All questions are compulsory 2.Figures to the right indicate marks. Q.1. (A) Match the column (any Eight) Group A Group B ‘A | Produced & consumed at same place [1 | Perishability B_| Services cannot be stored 2__ | Customer involvement'n process: — € | People Based Services 3} The graphical depiction of a service D | Self Service ‘4 | Creates individiatity in the product 3 E_| Service Scape [>| Service Marketing strategy. Soe F | Blue print ‘Labour intensive @ | Branding 7.~ | An instrament to measure customer Satisfaction evel =| HY | Service marketing triangle ~ & | Setting standards T_ | SERVQUAL % | Physical environment of service J | Benchmarking TO | Toseparability, Q.1. @) State where the following statements are true or false (any seven) ‘Teaching is & high contact service. Services are Homogeneous. Services ean be patented, The role of Public Relatio Simeone marketing. Customers do not participate in the production process of se es. is tobuild and maintain image of service marketer. SERVQUALs developed by Parasuraman, Zeitham! and Berry. | Misleading-claims backed by poor service performance is one of the ethical issues in service 7) 8, ‘The transnational strategy is a combination of the global strategy, the multinational strategy and the international strategy: 9. Price plays vital role in the thafketing mix because it gives perception of the quality. Press price and people are the extended P's of marketing. Q.2. (A) Explain the distinctive characteristics of services and its implications, {@yDistinguish’ betvicen! ‘Goods marketing and Services Marketing OR Page 1 of 2 EE3BC0983D326D 1 14F812BDFD2F96FBA (08) on(©) What are the different ways of distributing services? Explain the role played by Franchising in distributing services, $ (D) What is service mapping? Explain the four lines of service map 23. (A) Laplain the Gap Model of service quality, (Explain the strategies for managing capacity to match demand: >< OR « - * (Explain the concept of service productivity and Gvalate w prove produ: (D)What is Service Quality? What are the five dimensions of quality? 44. (A) what are the international and global: fegies in services marketing? (B) Explain the concept of zone of tolerance wit . an appropriat (©) What are the recent trends in marketing of services in Baking? (08) () What are the unethical practices i service macketing with susable examples? 7 5. (A) Explain the differeat elements and factors favoutiog adoption of transnational strategy ¢ SSS 3s as) (1s) ere ate Ss ce of people in-service delivery. si customer involvement * 4) Moment of Truth: ; ‘ < ©).:Challenges faced by Service Marketer, SEROUS ease ven eda seenee Page 2 of 2 EE3BC0983D326D1 14F812BDFD2F96FBA.