SKASC 2023

SRI KRISHNA ARTS AND sCIENCE COLLEGE

An Autonomous College affiliatedto Bharathíar University
Coimbatore - 641 008
Kuniamuthur;
MODEL QUESTION PAPER-OCTOBER 2023
Programme(s) Course Title
Course Codes(s)
M.Com 22COP22 Service Marketíng
Max. Marks 50
Time: 3 Hrs
No. of Pages: 3
Blooms CLO PLO
Section A Taxonomy
Answer all questions (10 x1 =10) Analyze CLO Critical
1 Every businessis a service business"- is quoted by thinking skill
C4
Clcohn Terry
A Philip Kotler DAdam Smith
B Gary Hamel
Analyze CLO Critical
customers& are busiest
Fik Block prepares income tax forms for its instituted
1 thinking skill
company
dunng the six-week period prior to April 15th. The taxes
a sales promotion which awarded customers who had their
the amount of their tax
prepared early the oppe:tunity to win doublenature ofservices.
refund. This strategy is to deal with the C4
CIntangibility
B AInseparability.
Perishability. DHeterogeneity.
of the service they Analyze CLO Critical
3 -1S based on the idea that customer expectations 1 thinkíng skill
actual service encounter.
will receive shape their perception of the C4
Service action Service Recovery
B Service Satisfaction P Service Quality
CLO Critical
dress materials.He did Analyze
4 Mr.S decided to start the business of selling customers and 1 thinking skill
prospective
Some research to know the preferences ofthendiscussed the features,
prepared a detailed business plan and
branding of the dress material.
quality, packaging labeling as well as díscussed by him.
ldentify the elements of the marketing mix C4
A Pronmotion C| Product
B Place
Dhysical evidence
CLO Critical
services except Analyze
5 In Services Marketing, all are examples of 1 thinking skill
Income TaxFiling CA
A Insurance & Banking
DComputer Software
B Salon
Analyze CLO Critical
available to consumers
6 --strategy increases the supply of services 1 thinking skill
CReservation systems C4
AtCreative pricing strategies
BCapacity sharing DComplementary services

are sold at different prices by Analyze CLO Critical

7 In this pricing strategy, mostly servicesis known as 3 thinking skill
thesame provider in different markets, Price discrimination C4
A Price differentiation
Market Pricing D Marketing Myopia

1 SKASC Oct'2023
 SKASC 2023

CLO Critical
8 Abuyer's perception of value is considered a trade-off between Analyze
3 thinkingskill
AProduct value and psychic cost C Image value and energy cost C4
B Total customer value and total DService value and monetary
customer cost. cost.

CLO Critical
tnvolves identifying the benefits and attributes thatcustomers Analyze
expaet in a service 3 thinking skill
4 Futureexpectations research C|Lost customer research C4
B Requirements research D Process checkpoint
evaluations
10 The overall goal of a customer participation strategy is to: Analyze CLO Critical
3 thinkingskil!
A Maximise word of mouth C Increase eustomer C4
Advertising satisíaction &e Productivity
Determine Optimal Production DGain customer attention
levels

Section B Bloom's CLO PLO

Answer all questions (5x 3=15) Taxonomy
11 A Intangibility is the main reason for difficulty in services.Discuss. Analyze CLO Critical
C4 thinking skill
OR
This element of Service Marketing Mix is the environment in Analyze CLO Critical
which the service is delivered, and where the firm and customer C4 1 thinking skill
interact, as wellas facilitate performance or communication of the
service.Identify this "Pand explain it.
A The Gap betsveerttmgoanent pereeptiorndseveouality Analyze CLO Critical
specification. Discuss the aforesaid type of GAP under GAP Model C4 1 thinking skill
of Service Quality. OR
Examine the relevance of selecting an appropriate Customer Analyze CLO Critical
Portfolio in Service Management. CA 1
thinking skill
13 | A ldentify the potential management problems associated with Analyze CLO Critical
seices CA 1 thinking skill
d.very OR

The pricing strategy selected by a company will directiy affect the Analyze CLO Critical
other marketing-mx factors such as product features, distribution C4 1 thínking skill
methods, advertising and promotional strategies. Elucidate
14 A List out the importance of Physical
Evidence in Service Marketing. Analyze CLO Critical
C4 3
OR
thinking skill
B Associate the role of Sales Promotion strategy in sparking interest Analyze CLO Critical
and creating demand for the Service sector. thinking skill
15 A Discuss the chalenges in marketing
ProfessionalServices. Analyze CLO Critical
CA 3
thinking skill
OR
Services.
Elucidate franchising aspect of Education Analyze
CA
CLO Critical
3 thínking skll

2 SKCASC /Oct 2023

 SKASC 2023
SRIKRISHNA ARTS AND SCIENCECOLLEGE
An Autonomeus College afiliated to Bharathiar University
I CIA TEST=ODD SEMESTER 2023-2024
Course Code(s) Title
Programme(s)
M.Com
22COP22 Service Marketing
Time: 2Hrs Max.Marks:50
Section A Bloom's COs Skl
Answer all questions (10 x 1 = 10) Taxonom

A is a fom of product that consists C4 CLO1 Critical

of activities, benefits, or satisfactions offered for sale that are Analyze thinking skill
essentially intangibBe and do not result in the ownership of
anyhing.
K Service CNeed
8 Demand D Physical Object
Some doctors charge patients for missed appointments because the C4 CLO1 Critical
service valued existed only at that point and disappeared when the Analyze thinking skill
patient did not show up, is an example of characteristic of a
service
A Intangibility CVariability
BInseparability D Perishability
C4 CLO1 Critical
Moments of Truth in Service Marketing was given by
Analyze thinking skill
A Gary Armstrong |C Jan Carlzon
B Parasuraman & Zeithamal D Rosser Reeves

Identify from the following an example for hybrid service offering C4 CLO1 Critical
Analyze thinking skill
Aonsulting CMotels
Car with Warranty DHair Selon
C4 CLO1 Critical
The Marketing of services as opposed to physical products, is
Analyze thinking skill
AMarketing Mix c Just-in-time Marketing
B Services Marketing DAdvertisement
C4 CLO1 Critical
6 The extended marketing mix for services includes: People, thinking skill
Processes and Analyze
Aroduct C Place
B Physical Evidence D Promotion
C4 CLO1 Critical
FIxing the right price for services offered is difficult because of
Analyze thinking skill
A Perishability C Inseperability
B Intangibility D Heterogenity
C4 CLO1 Critical
Service consumers tend to be more brand loyal than consumer thinking skill
of goods because Analyze
A More choices are available C Brand loyalty lowers the
amount of perceived risk
B Each service provider D
Location of the provider is
provides many brands the major driver in the
consumer selection process

The pursuit of new customers, as opposcdto the retention of C4 CLO1 Critical

existing ones, is called Analyze thinking skill
A Services marketing CB2B Marketing
B Conquest Marketing D Consumer Marketing
0 The CLO1 Critical
world's largcst industry in the private scctor and highest C4
thinking skill
projected generator of jobs is Analyze
AHospitality CHealth Sector
SKASC /CIA 2023-24