Roll No.
Total No. of Pages : 02
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(Sem.-4)
Total No. of Questions : 18
BBA (Service Industry Management)
SERVICE MARKETING
Subject Code : BBASM-404-18
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M.Code: 77432
Time: 3 Hrs.
Max. Marks : 60
INSTRUCTIONS TO CANDIDATES :
- SECTION-A is COMPULSORY consisting of TEN questions carrying TWO marks each.
- SECTION-B consists of FOUR Sub-sections : Units-I, II, III & IV.
- Each Sub-section contains TWO questions each, carrying TEN marks each.
- Students have to attempt any ONE question from each Sub-section.
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SECTION-A
Write a short note on following :
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- Internal marketing
- Intangibility
- Service recovery paradox
- Promotion of services
- Gronross Model
- Emotional labour
- Servicescape
- Service blueprinting
- Service failure
- Net promoter score
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SECTION-B
UNIT-I
- Define a service. What challenges marketers face when they go for marketing of services? Discuss with the help of real life examples.
- What is the concept of marketing mix? Discuss various components of marketing mix with reference to the services marketing.
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UNIT-II
- What is service differentiation? Illustrate how big brands are making use of service differentiation?
- What are the components of an effective service delivery system? Discuss.
UNIT-III
- Explain the concept of Physical evidence in services. Briefly explain various components of Physical evidence with respect to banking industry.
- Why is the ‘process' so important in services marketing? Discuss various types of processes.
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UNIT-J
- What is the 'Service Quality Gap Model'? Discuss various components of this model with the help of an example.
- Discuss the application of services marketing in the tourism industry.
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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This download link is referred from the post: PTU BBA 5th Semester Last 10 Years 2011-2021 Previous Question Papers|| Punjab Technical University
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