Download GTU (Gujarat Technological University) MBA 2019 Winter 4th Sem 2840102 Services And Relationship Marketing Previous Question Paper
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA - SEMESTER? IV EXAMINATION ? WINTER 2019
Subject Code: 2840102 Date: 02-12-2019
Subject Name: Services and relationship marketing
Time: 2.30 PM to 5.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1 1. ___________ are the only service distributors which do not require direct
human interactions.
a. Electronic Channels b. SST?s
c. Direct Service Channels d. Speculative Channels
06
2. _________ is a key determinant whether a product offering can be
classified as product or service:
a. Physicality b. Audience
c. Tangibility d. Perception
3. The characteristic of service that refers to differences in employee?s
performances is:
a. Intangibility b. Heterogeneity
c. Perishability d. Divisibility
4. Which of the following is an example of people element of an airline
company?s service marketing mix:
a. Baggage Handlers b. Pilots
c. Flight Attendants d. All of the above
5. Companies that emphasize acquiring new customers rather than retaining
current customers are using _________ marketing.
a. Transactional b. Developmental
c. Relational d. Acquisition
6. Services are delivered within the marketing environment. The macro
environment can be analyzed using which of the following tools?
a. SWOT b. PEST
c. TOWS d. None of the above
Q.1
(b)
1. Customer Delight
2. Low-contact services
3. Switching cost
4. SST
04
Q.1 (c ) Discuss four broad categories of services. 04
Q.2
(a)
Explain the concept of core service and supplementary services with an
example of any service organization of your choice.
07
(b) Discuss various difference in marketing a product and marketing a service. 07
OR
(b) Explain the expanded marketing mix of a service product of your choice. 07
Q.3 (a) Discuss various perceived risks in purchasing and using services. 07
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Page 1 of 3
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA - SEMESTER? IV EXAMINATION ? WINTER 2019
Subject Code: 2840102 Date: 02-12-2019
Subject Name: Services and relationship marketing
Time: 2.30 PM to 5.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1 1. ___________ are the only service distributors which do not require direct
human interactions.
a. Electronic Channels b. SST?s
c. Direct Service Channels d. Speculative Channels
06
2. _________ is a key determinant whether a product offering can be
classified as product or service:
a. Physicality b. Audience
c. Tangibility d. Perception
3. The characteristic of service that refers to differences in employee?s
performances is:
a. Intangibility b. Heterogeneity
c. Perishability d. Divisibility
4. Which of the following is an example of people element of an airline
company?s service marketing mix:
a. Baggage Handlers b. Pilots
c. Flight Attendants d. All of the above
5. Companies that emphasize acquiring new customers rather than retaining
current customers are using _________ marketing.
a. Transactional b. Developmental
c. Relational d. Acquisition
6. Services are delivered within the marketing environment. The macro
environment can be analyzed using which of the following tools?
a. SWOT b. PEST
c. TOWS d. None of the above
Q.1
(b)
1. Customer Delight
2. Low-contact services
3. Switching cost
4. SST
04
Q.1 (c ) Discuss four broad categories of services. 04
Q.2
(a)
Explain the concept of core service and supplementary services with an
example of any service organization of your choice.
07
(b) Discuss various difference in marketing a product and marketing a service. 07
OR
(b) Explain the expanded marketing mix of a service product of your choice. 07
Q.3 (a) Discuss various perceived risks in purchasing and using services. 07
Page 2 of 3
(b) What is meant by chasing demand. Explain the concept by taking an
example of a service organization.
07
OR
Q.3 (a) Explain the Wheel of Loyalty with appropriate examples. 07
(b) Discuss the role that service personnel play in creating or destroying
customer loyalty.
07
Q.4 (a) Discuss various dimensions of the service organization with appropriate
examples.
07
(b) Discuss various strategies for reducing customer defections. 07
OR
Q.4 (a) What are loyalty bonds. Discuss various types of loyalty bonds with
appropriate examples.
07
(b) Draw and discuss a blueprint of a service organization of your choice. 07
Q.5
ICICI Bank
The way ICICI Bank has promoted itself to become a leader in consumer
perception has few parallels in the Indian service industry, especially when
you consider the fact that it was earlier a staid development bank in the
unglamorous business of project financing, and significantly owned by the
governments. At least in the public perception, it was a typical government
bank, until it literally changed its colors to an attractive orange-red. Along
with a spanking new logo, and aggressive marketing which included print,
television and personal selling through mailers and telemarketing, the ICICI
Bank almost blanketed the landscape and the consumer?s mindspace in the
years 2000-02, to emerge as a leading player in the retail banking industry.
Questions:
1. Compare the logos of all different banks you have seen. Discuss the
attractiveness, and any other features of these logos.
2. Design a logo and a tagline for a new bank of Indian origin, or an
old Indian bank that wants to reinvent itself. What principles of
design would you employ in doing this task?
14
OR
Q.5 Kerala Tourism: God?s Own Country?
Kerala had always been considered the ?backwaters? of India ? in a negative
way. Tourists thought of it as a nice but far away place; to be visited of you
had the time, after covering the more popular destinations like the Taj
Mahal, Delhi, Jaipur and Goa. But all that has changed, with a single great
campaign, based on a memorable lone ? God?s Own Country. As tourism
marketers know, a tourist destination sells imagery first, and then depends
on the tourists themselves to recommend the destination to their friends,
relatives and peer groups. For a long time, Kerala had advertised its boat
races held at Alleppey and the elephant ritual at: Thrissur Pooram?, and
gained some mileage from these too. However, the advertising really started
getting into the limelight after the tagline ?God?s Own Country? was added
to the beautiful images. In addition to the foreign tourists, the campaign
successfully entered the tourist map of the world. New investments in
Kerala include tourism-related projects at Bekal in the Malabar region.
14
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Page 1 of 3
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA - SEMESTER? IV EXAMINATION ? WINTER 2019
Subject Code: 2840102 Date: 02-12-2019
Subject Name: Services and relationship marketing
Time: 2.30 PM to 5.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1 1. ___________ are the only service distributors which do not require direct
human interactions.
a. Electronic Channels b. SST?s
c. Direct Service Channels d. Speculative Channels
06
2. _________ is a key determinant whether a product offering can be
classified as product or service:
a. Physicality b. Audience
c. Tangibility d. Perception
3. The characteristic of service that refers to differences in employee?s
performances is:
a. Intangibility b. Heterogeneity
c. Perishability d. Divisibility
4. Which of the following is an example of people element of an airline
company?s service marketing mix:
a. Baggage Handlers b. Pilots
c. Flight Attendants d. All of the above
5. Companies that emphasize acquiring new customers rather than retaining
current customers are using _________ marketing.
a. Transactional b. Developmental
c. Relational d. Acquisition
6. Services are delivered within the marketing environment. The macro
environment can be analyzed using which of the following tools?
a. SWOT b. PEST
c. TOWS d. None of the above
Q.1
(b)
1. Customer Delight
2. Low-contact services
3. Switching cost
4. SST
04
Q.1 (c ) Discuss four broad categories of services. 04
Q.2
(a)
Explain the concept of core service and supplementary services with an
example of any service organization of your choice.
07
(b) Discuss various difference in marketing a product and marketing a service. 07
OR
(b) Explain the expanded marketing mix of a service product of your choice. 07
Q.3 (a) Discuss various perceived risks in purchasing and using services. 07
Page 2 of 3
(b) What is meant by chasing demand. Explain the concept by taking an
example of a service organization.
07
OR
Q.3 (a) Explain the Wheel of Loyalty with appropriate examples. 07
(b) Discuss the role that service personnel play in creating or destroying
customer loyalty.
07
Q.4 (a) Discuss various dimensions of the service organization with appropriate
examples.
07
(b) Discuss various strategies for reducing customer defections. 07
OR
Q.4 (a) What are loyalty bonds. Discuss various types of loyalty bonds with
appropriate examples.
07
(b) Draw and discuss a blueprint of a service organization of your choice. 07
Q.5
ICICI Bank
The way ICICI Bank has promoted itself to become a leader in consumer
perception has few parallels in the Indian service industry, especially when
you consider the fact that it was earlier a staid development bank in the
unglamorous business of project financing, and significantly owned by the
governments. At least in the public perception, it was a typical government
bank, until it literally changed its colors to an attractive orange-red. Along
with a spanking new logo, and aggressive marketing which included print,
television and personal selling through mailers and telemarketing, the ICICI
Bank almost blanketed the landscape and the consumer?s mindspace in the
years 2000-02, to emerge as a leading player in the retail banking industry.
Questions:
1. Compare the logos of all different banks you have seen. Discuss the
attractiveness, and any other features of these logos.
2. Design a logo and a tagline for a new bank of Indian origin, or an
old Indian bank that wants to reinvent itself. What principles of
design would you employ in doing this task?
14
OR
Q.5 Kerala Tourism: God?s Own Country?
Kerala had always been considered the ?backwaters? of India ? in a negative
way. Tourists thought of it as a nice but far away place; to be visited of you
had the time, after covering the more popular destinations like the Taj
Mahal, Delhi, Jaipur and Goa. But all that has changed, with a single great
campaign, based on a memorable lone ? God?s Own Country. As tourism
marketers know, a tourist destination sells imagery first, and then depends
on the tourists themselves to recommend the destination to their friends,
relatives and peer groups. For a long time, Kerala had advertised its boat
races held at Alleppey and the elephant ritual at: Thrissur Pooram?, and
gained some mileage from these too. However, the advertising really started
getting into the limelight after the tagline ?God?s Own Country? was added
to the beautiful images. In addition to the foreign tourists, the campaign
successfully entered the tourist map of the world. New investments in
Kerala include tourism-related projects at Bekal in the Malabar region.
14
Page 3 of 3
Tangible things such as good air and road / rail connections, and availability
of different types of hotels and resorts also helped, along with the
cosmopolitan food habits of Kerala, which is probably the only state apart
from Goa where meat and seafood of all types are easily available, to cater
to the palates of foreigners who may be predominantly non-vegetarian.
Ayruveda practitioners also abound in Kerala, and the oil massages add to
the mystique of the destination. Apart from traditional hill stations like
Munnar, Kerala offers a forest experience at Thekkady, and in the hills of
Wayanad district bordering Tamilnadu and Karnataka.
Questions:
1. Develop a campaign for your state to attract foreign tourist.2.
2. Develop a similar campaign for domestic tourists.
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This post was last modified on 19 February 2020