Download PTU MBA 2020 Dec 3rd Sem 76895 Services Marketing Question Paper

Download PTU I. K. Gujral Punjab Technical University (IKGPTU) MBA (Master of Business Administration) 2020 December 3rd Sem 76895 Services Marketing Previous Question Paper

Roll No.
Total No. of Pages : 02
Total No. of Questions : 17
MBA (2018 Batch) (Sem.?3)
SERVICES MARKETING
Subject Code : MBA 922-18
M.Code : 76895
Time : 3 Hrs. Max. Marks : 60
INST RUCT IONS T O CANDIDAT ES :
1 .
SECT ION-A c ontains EIGHT questio ns carrying TWO marks each an d s tudents
have to atte mpt ALL qu estio ns.
2 .
SECT ION-B c ons ists of FOUR Subsections : Units-I, II, III & IV. Ea ch Subsection
con tains T WO questions each ca rrying EIGHT ma rks each and s tudents have to
attemp t any ONE qu estio n from e ach Sub section.
3 .
SECT ION-C is COMPUL SORY and co nsists of ONE Case Stud y carrying TWEL VE
marks.
SECTION-A
1)
Define Services.
2)
Highlight important methods of service classification.
3)
Highlight importance of customer loyalty in services.
4)
What is service blueprinting?
5)
Outline meaning of service marketing triangle.
6)
What do you mean by cycle of failure in services?
7)
Highlight need for marketing in financial sector.
8)
Critically examine importance of marketing in hospitality sector.
SECTION-B
UNIT-I
9)
Explain reasons for growth of the service sector economy. Describe service
characteristics with examples.
10) Outline integrated gaps model of service quality, with illustrations. What are your
recommendations to reduce such gaps, with examples?
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UNIT-II
11) Identify the challenges associated with service design. Describe the service development
process, with appropriate illustrations.
12) Highlight the importance of physical evidence in services. Outline its effect on consumer
behavior, with illustrations.
UNIT-III
13) Highlight importance of complaint handling. Recommend service recovery strategies,
with examples.
14) Outline components of integrated service marketing communications, with appropriate
illustrations.
UNIT-IV
15) What factors should be considered while deciding pricing for a service? Elaborate
alternative pricing strategies for services, with examples.
16) Critically examine importance of marketing in the health care sector. Describe important
elements of health care marketing, with illustrations.
SECTION-C
17) Read the case study and answer the questions based on it :
A premium British health and wellness chain having strength in gyms and spas has
ambitions of entering Indian market. However, it is not sure about the prospects of Indian
market. It has requisitioned your services as a marketing consultant.
Questions :
a) What factors you will keep in mind while determining market potential for the gyms
and spas?
b) What should be the pricing strategy for Indian market?
c) Suggest suitable marketing communication strategy for Indian markets.
NOTE : Disclosure of Identity by writing Mobile No. or Making of passing request on any
page of Answer Sheet will lead to UMC against the Student.
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