Download GTU (Gujarat Technological University) MBA (Master of Business Administration) 2019 Summer 4th Sem 2840102 Services And Relationship Marketing Previous Question Paper
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 4 ? EXAMINATION ? SUMMER 2019
Subject Code: 2840102 Date: 06/05/2019
Subject Name: Services and Relationship Marketing
Time: 10:30 AM TO 01:30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.
No.
06
Q.1
(a)
Objective Questions MCQ
Which of the following is not a factor for the growth of the Service Sector
1. A. Demographic Changes B. Social Changes
C. Economic Changes D. Product Demand Changes
2. A Pure Service Include
A. Surgery B. Teaching
C. Consultancy D All of the Above
3. The tangibles offered by service providers to customers, to confirm the delivery of service
or as a simple gift, constitute ______________
A. Essential Service B. Predicted Service
C. Peripheral Service D. Differentiating Service
4. Which of the components are not used in measuring Service Quality
A. Functional B. Technical
C. Assurance D. Demand
5. Which of the following is not a component of Service Blueprint
A. Line of Interaction B. Line of Reliability
C. Line of Internal Interaction D. Line of Dependence
6. SEC qualities stands for
A. Search, Excellence, Credence B. Search, Experience, Credence
C. Search, Experience, Credit D. Stage, Experience, Credence
Q.1 (b) Explain the following terminologies briefly (One Mark each)
i. Service Marketing Triangle
ii. Zone of Tolerance
iii. Supplementary Services
iv. Essential Service
04
Q.1 (c) Discuss the Scope of Service Marketing. 04
Q.2 (a) Discuss the Characteristics of Service Marketing with examples under
each of them.
07
(b) Discuss the extended P?s of service marketing with examples for each of
them.
07
OR
(b) Discuss the factors that influence Customer Perception from view point
of service marketing
07
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1
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 4 ? EXAMINATION ? SUMMER 2019
Subject Code: 2840102 Date: 06/05/2019
Subject Name: Services and Relationship Marketing
Time: 10:30 AM TO 01:30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.
No.
06
Q.1
(a)
Objective Questions MCQ
Which of the following is not a factor for the growth of the Service Sector
1. A. Demographic Changes B. Social Changes
C. Economic Changes D. Product Demand Changes
2. A Pure Service Include
A. Surgery B. Teaching
C. Consultancy D All of the Above
3. The tangibles offered by service providers to customers, to confirm the delivery of service
or as a simple gift, constitute ______________
A. Essential Service B. Predicted Service
C. Peripheral Service D. Differentiating Service
4. Which of the components are not used in measuring Service Quality
A. Functional B. Technical
C. Assurance D. Demand
5. Which of the following is not a component of Service Blueprint
A. Line of Interaction B. Line of Reliability
C. Line of Internal Interaction D. Line of Dependence
6. SEC qualities stands for
A. Search, Excellence, Credence B. Search, Experience, Credence
C. Search, Experience, Credit D. Stage, Experience, Credence
Q.1 (b) Explain the following terminologies briefly (One Mark each)
i. Service Marketing Triangle
ii. Zone of Tolerance
iii. Supplementary Services
iv. Essential Service
04
Q.1 (c) Discuss the Scope of Service Marketing. 04
Q.2 (a) Discuss the Characteristics of Service Marketing with examples under
each of them.
07
(b) Discuss the extended P?s of service marketing with examples for each of
them.
07
OR
(b) Discuss the factors that influence Customer Perception from view point
of service marketing
07
2
Q.3 (a) Discuss various types of customer Retention Strategies a manager adopts
in a service organization
07
(b) Explain the Flower of Services in detail with examples for each
component.
07
OR
Q.3 (a) Discuss the factors one should remember while developing a Pricing
Strategy.
07
(b) Discuss the types of Conflicts in service organisations with examples for
each of them.
07
Q.4 (a) Draw and explain in detail Service Blueprint for a Restaurant. 07
(b) Discus in details the elements of Physical Evidence with appropriate
examples for each of the elements.
07
OR
Q.4 (a) Discuss in detail with an appropriate diagram the service GAP model 07
(b) What is the role of Branding in Service Marketing? Explain your answer
with appropriate examples.
07
Q.5 Case Study: The Branding of India
Indian Tourism Board in association with Experience e Indian Society
has launched the ?Incredible India? campaign to attract upscale tourists
from across the world. For the first time, the Ministry of Tourism (MoT)
has presented the country?s tourist destinations as one brand presenting al
the Indian states. Ogilvy and Mather, advertising agency, has helped to
release powerful print and electronic advertisements. To create brand
awareness and attract global tourists, it has launched television
commercials on premium channels like CNN, Discovery, BBC and
Travel. Moreover, it has released advertisement through the print media
in popular publications like Vogue and Financial Times.
The tourism board has also launched an online campaign involving
contests on popular web sites like MSN, Google, and Yahoo. The
tourism board conducted a global media meet inviting travel writers
across the world to communicate the developments in Indian Tourism.
The opening up of airline industry also helped to attract more customers
by making air travel more affordable. These activities undertaken by the
tourism board have establish India as a single product with attractive and
rich culture. Thus, India is rated among the top ten destination spots by
global tourists and this increased its market share in tourism among other
Asian countries like Malaysia, Singapore, Hong Kong and China.
A. Suggests some unique ideas (with reasons for recommending) to
Ministry of Tourism (MoT) on how you can increase the tourists flow in
India, without compromising the service quality.
B. From the aforesaid case how will you enhance the services presently
offered to the tourist by considering the extended P?s?
14
OR
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Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 4 ? EXAMINATION ? SUMMER 2019
Subject Code: 2840102 Date: 06/05/2019
Subject Name: Services and Relationship Marketing
Time: 10:30 AM TO 01:30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.
No.
06
Q.1
(a)
Objective Questions MCQ
Which of the following is not a factor for the growth of the Service Sector
1. A. Demographic Changes B. Social Changes
C. Economic Changes D. Product Demand Changes
2. A Pure Service Include
A. Surgery B. Teaching
C. Consultancy D All of the Above
3. The tangibles offered by service providers to customers, to confirm the delivery of service
or as a simple gift, constitute ______________
A. Essential Service B. Predicted Service
C. Peripheral Service D. Differentiating Service
4. Which of the components are not used in measuring Service Quality
A. Functional B. Technical
C. Assurance D. Demand
5. Which of the following is not a component of Service Blueprint
A. Line of Interaction B. Line of Reliability
C. Line of Internal Interaction D. Line of Dependence
6. SEC qualities stands for
A. Search, Excellence, Credence B. Search, Experience, Credence
C. Search, Experience, Credit D. Stage, Experience, Credence
Q.1 (b) Explain the following terminologies briefly (One Mark each)
i. Service Marketing Triangle
ii. Zone of Tolerance
iii. Supplementary Services
iv. Essential Service
04
Q.1 (c) Discuss the Scope of Service Marketing. 04
Q.2 (a) Discuss the Characteristics of Service Marketing with examples under
each of them.
07
(b) Discuss the extended P?s of service marketing with examples for each of
them.
07
OR
(b) Discuss the factors that influence Customer Perception from view point
of service marketing
07
2
Q.3 (a) Discuss various types of customer Retention Strategies a manager adopts
in a service organization
07
(b) Explain the Flower of Services in detail with examples for each
component.
07
OR
Q.3 (a) Discuss the factors one should remember while developing a Pricing
Strategy.
07
(b) Discuss the types of Conflicts in service organisations with examples for
each of them.
07
Q.4 (a) Draw and explain in detail Service Blueprint for a Restaurant. 07
(b) Discus in details the elements of Physical Evidence with appropriate
examples for each of the elements.
07
OR
Q.4 (a) Discuss in detail with an appropriate diagram the service GAP model 07
(b) What is the role of Branding in Service Marketing? Explain your answer
with appropriate examples.
07
Q.5 Case Study: The Branding of India
Indian Tourism Board in association with Experience e Indian Society
has launched the ?Incredible India? campaign to attract upscale tourists
from across the world. For the first time, the Ministry of Tourism (MoT)
has presented the country?s tourist destinations as one brand presenting al
the Indian states. Ogilvy and Mather, advertising agency, has helped to
release powerful print and electronic advertisements. To create brand
awareness and attract global tourists, it has launched television
commercials on premium channels like CNN, Discovery, BBC and
Travel. Moreover, it has released advertisement through the print media
in popular publications like Vogue and Financial Times.
The tourism board has also launched an online campaign involving
contests on popular web sites like MSN, Google, and Yahoo. The
tourism board conducted a global media meet inviting travel writers
across the world to communicate the developments in Indian Tourism.
The opening up of airline industry also helped to attract more customers
by making air travel more affordable. These activities undertaken by the
tourism board have establish India as a single product with attractive and
rich culture. Thus, India is rated among the top ten destination spots by
global tourists and this increased its market share in tourism among other
Asian countries like Malaysia, Singapore, Hong Kong and China.
A. Suggests some unique ideas (with reasons for recommending) to
Ministry of Tourism (MoT) on how you can increase the tourists flow in
India, without compromising the service quality.
B. From the aforesaid case how will you enhance the services presently
offered to the tourist by considering the extended P?s?
14
OR
3
Q.5 Case Study: FEDEX offers Value Added Services
FedEx is one of the world?s leading transportation, logistics and supply
chain management companies. The company?s main focus has been on
providing innovative and value added services to its customers. For
instance, FedEx pioneered the launch of two new services for its Chinese
customers ? the Asia One and the North American Next Day Delivery.
The new services enabled customers in Beijing, Shanghai, Guangzhou,
Shenzhen and other neighboring cities to deliver the packages to 15
Asian cities (through Asia One) and major US and Canadian cities
(through North American Next Day Delivery) on the next working day.
As a result FedEx became the only company in China to offer such
services.
A. As a manager of a Logistics company identify the key success factor
for FedEx and link those factors with the concept of Service Marketing.
B. What Relationship Marketing strategy did FedEx used to capture the
Chinese market?
14
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This post was last modified on 19 February 2020