Download GTU (Gujarat Technological University) MBA (Master of Business Administration) 2018 Summer 4th Sem 2840102 Services And Relationship Marketing Previous Question Paper
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER (4) ? EXAMINATION ? SUMMER 2018
Subject Code:2840102 Date:30/05/2018
Subject Name: Services and Relationship Marketing
Time: 02:30 PM To 05:30 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 Select name of the country having maximum percent of GDP attributed
to services.
6
1. A. United States B. China
C. Germany D. India
2. Which of the following is not an element of People?
A. Motivation B. Team Work
C. Flow of activities D Customer Training
3. ______________ is the difference between customer expectations and
perceptions.
A. Customer Delight B. Customer Satisfaction
C. Customer Gap D. Supplier Gap
4. Which of the following is difficult to evaluate?
A. Jewellery B. Auto Repair
C. Furniture D. Clothing
5. Evaluation of Medical Diagnosis service is
A. High in experience
quality
B. High in credence quality
C. High in search
quality
D. Both A and C
6. Which of the following is not a type of Service Encounter?
A. Remote Encounters B. Phone Encounters
C. Face to Face
Encounters
D. Check In Encounters
Q.1 (b) 1. Define Productive Capacity.
2. Define Services.
3. Distinguish among efficiency, productivity and effectiveness.
4. Explain the term ?Jay Customers?
04
Q.1 (c) What are the four categories of Services? 04
Q.2 (a) What are the 8P?s of Services Marketing? What are the marketing
implications of eight common differences between services and goods?
07
(b) How can the three main approaches to service pricing be integrated to arrive
at a good pricing point for a particular service?
07
OR
.
(b) Explain the three stage model of service consumption in the context of any
service of your choice.
07
Q.3 (a) Explain the dimensions of ambient conditions and how each can influence 07
FirstRanker.com - FirstRanker's Choice
1
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER (4) ? EXAMINATION ? SUMMER 2018
Subject Code:2840102 Date:30/05/2018
Subject Name: Services and Relationship Marketing
Time: 02:30 PM To 05:30 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 Select name of the country having maximum percent of GDP attributed
to services.
6
1. A. United States B. China
C. Germany D. India
2. Which of the following is not an element of People?
A. Motivation B. Team Work
C. Flow of activities D Customer Training
3. ______________ is the difference between customer expectations and
perceptions.
A. Customer Delight B. Customer Satisfaction
C. Customer Gap D. Supplier Gap
4. Which of the following is difficult to evaluate?
A. Jewellery B. Auto Repair
C. Furniture D. Clothing
5. Evaluation of Medical Diagnosis service is
A. High in experience
quality
B. High in credence quality
C. High in search
quality
D. Both A and C
6. Which of the following is not a type of Service Encounter?
A. Remote Encounters B. Phone Encounters
C. Face to Face
Encounters
D. Check In Encounters
Q.1 (b) 1. Define Productive Capacity.
2. Define Services.
3. Distinguish among efficiency, productivity and effectiveness.
4. Explain the term ?Jay Customers?
04
Q.1 (c) What are the four categories of Services? 04
Q.2 (a) What are the 8P?s of Services Marketing? What are the marketing
implications of eight common differences between services and goods?
07
(b) How can the three main approaches to service pricing be integrated to arrive
at a good pricing point for a particular service?
07
OR
.
(b) Explain the three stage model of service consumption in the context of any
service of your choice.
07
Q.3 (a) Explain the dimensions of ambient conditions and how each can influence 07
2
customer responses to the service environment?
(b) What is the role of blueprinting in designing, managing and redesigning
service processes?
07
OR
Q.3 (a) What is meant by distributing services? Determine the type of contact options
for service delivery?
07
(b) Identify the gaps that can occur in service quality and the steps that service
marketers can take to prevent them.
07
Q.4 (a) What are the five key processes involved in a C.R.M strategy? 07
(b) What is tiering of services? Explain the rationale and strategic implication. 07
OR
Q.4 (a) Explain the distinction between core, facilitating and enhancing services.
Give examples too.
07
(b) Why evaluating a service is considered difficult? 07
Q.5 Discuss the case study with answers of following questions.
Skyway Airline: People Problems
Skyway Airlines is a new domestic airline floated by a group of NRIs with an Indian
businessman as an equal partner. It wants to enter the Indian skies in competition with
the current domestic airlines.
Mr. Wadhwa, the General Manager (H.R) appointed by Skyways, has a daunting task
ahead of him. He has to find pilots, cabin crew and ground handling staff for the
airline in four months flat. The dilemmas before him are many.
Skyway has aloe Brand Equity, therefore it would be tough to attract the best talent.
Its capacity to pay high wages is not questionable, but whether business will be bright
enough to sustain the high wages in future is a question that is unanswered as of now.
Secondly, if new recruits are hired for the cabin crew and ground handling positions,
they have to be trained adequately, and given the time constraints that looks like a
tough task. May be training can be outsourced or temporary help can be summoned
from some foreign country airline.
But most of all, Mr. Wadhwa is wondering what kinds of criteria he should look for in
selecting the frontline staff who will interact with customers on a regular basis, and
may determine the success or failure of the airline. Should he focus on good looks and
personality, or a good school and college and communication skills, or was it high IQ
that was needed ? His past stint in the hotel industry had given some ideas, but he was
not sure if any different skill sets were needed in the airline industry.
Q.1. Can you help Mr. Wadhwa with his immediate dilemma, and enumerate the skills
sets needed by (a) The cabin crew (b) The ground staff handling check-in and
customer interactions.
Q.2. In what way would they differ from the skill sets needed in the hotel industry?
14
OR
Q5
Discuss the case study with answers of following questions
Moti Restuarant
Amol booked a table in a restaurant for 15 people at the beginning of Diwali to
celebrate the festival season with his family and friends. He had been a regular visitor
to Moti Restaurant and had developed loyalty for this place famous for South Indian
food. Most of the friends were from the North who liked to eat South Indian food once
in a while. Moti Restaurant served authentic South Indian fare. This was the reason
Amol preferred to treat his family and friends at Moti. The patron of Moti Restaurant
Mr. Rajkumar Pai was someone whom Amol knew well. Since Amol was a regular
visitor to the restaurant, he was confident that the dinner party would be a great
14
FirstRanker.com - FirstRanker's Choice
1
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER (4) ? EXAMINATION ? SUMMER 2018
Subject Code:2840102 Date:30/05/2018
Subject Name: Services and Relationship Marketing
Time: 02:30 PM To 05:30 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 Select name of the country having maximum percent of GDP attributed
to services.
6
1. A. United States B. China
C. Germany D. India
2. Which of the following is not an element of People?
A. Motivation B. Team Work
C. Flow of activities D Customer Training
3. ______________ is the difference between customer expectations and
perceptions.
A. Customer Delight B. Customer Satisfaction
C. Customer Gap D. Supplier Gap
4. Which of the following is difficult to evaluate?
A. Jewellery B. Auto Repair
C. Furniture D. Clothing
5. Evaluation of Medical Diagnosis service is
A. High in experience
quality
B. High in credence quality
C. High in search
quality
D. Both A and C
6. Which of the following is not a type of Service Encounter?
A. Remote Encounters B. Phone Encounters
C. Face to Face
Encounters
D. Check In Encounters
Q.1 (b) 1. Define Productive Capacity.
2. Define Services.
3. Distinguish among efficiency, productivity and effectiveness.
4. Explain the term ?Jay Customers?
04
Q.1 (c) What are the four categories of Services? 04
Q.2 (a) What are the 8P?s of Services Marketing? What are the marketing
implications of eight common differences between services and goods?
07
(b) How can the three main approaches to service pricing be integrated to arrive
at a good pricing point for a particular service?
07
OR
.
(b) Explain the three stage model of service consumption in the context of any
service of your choice.
07
Q.3 (a) Explain the dimensions of ambient conditions and how each can influence 07
2
customer responses to the service environment?
(b) What is the role of blueprinting in designing, managing and redesigning
service processes?
07
OR
Q.3 (a) What is meant by distributing services? Determine the type of contact options
for service delivery?
07
(b) Identify the gaps that can occur in service quality and the steps that service
marketers can take to prevent them.
07
Q.4 (a) What are the five key processes involved in a C.R.M strategy? 07
(b) What is tiering of services? Explain the rationale and strategic implication. 07
OR
Q.4 (a) Explain the distinction between core, facilitating and enhancing services.
Give examples too.
07
(b) Why evaluating a service is considered difficult? 07
Q.5 Discuss the case study with answers of following questions.
Skyway Airline: People Problems
Skyway Airlines is a new domestic airline floated by a group of NRIs with an Indian
businessman as an equal partner. It wants to enter the Indian skies in competition with
the current domestic airlines.
Mr. Wadhwa, the General Manager (H.R) appointed by Skyways, has a daunting task
ahead of him. He has to find pilots, cabin crew and ground handling staff for the
airline in four months flat. The dilemmas before him are many.
Skyway has aloe Brand Equity, therefore it would be tough to attract the best talent.
Its capacity to pay high wages is not questionable, but whether business will be bright
enough to sustain the high wages in future is a question that is unanswered as of now.
Secondly, if new recruits are hired for the cabin crew and ground handling positions,
they have to be trained adequately, and given the time constraints that looks like a
tough task. May be training can be outsourced or temporary help can be summoned
from some foreign country airline.
But most of all, Mr. Wadhwa is wondering what kinds of criteria he should look for in
selecting the frontline staff who will interact with customers on a regular basis, and
may determine the success or failure of the airline. Should he focus on good looks and
personality, or a good school and college and communication skills, or was it high IQ
that was needed ? His past stint in the hotel industry had given some ideas, but he was
not sure if any different skill sets were needed in the airline industry.
Q.1. Can you help Mr. Wadhwa with his immediate dilemma, and enumerate the skills
sets needed by (a) The cabin crew (b) The ground staff handling check-in and
customer interactions.
Q.2. In what way would they differ from the skill sets needed in the hotel industry?
14
OR
Q5
Discuss the case study with answers of following questions
Moti Restuarant
Amol booked a table in a restaurant for 15 people at the beginning of Diwali to
celebrate the festival season with his family and friends. He had been a regular visitor
to Moti Restaurant and had developed loyalty for this place famous for South Indian
food. Most of the friends were from the North who liked to eat South Indian food once
in a while. Moti Restaurant served authentic South Indian fare. This was the reason
Amol preferred to treat his family and friends at Moti. The patron of Moti Restaurant
Mr. Rajkumar Pai was someone whom Amol knew well. Since Amol was a regular
visitor to the restaurant, he was confident that the dinner party would be a great
14
3
success. Four days prior to the scheduled get-together dinner Amol spoke to Rajkumar
and asked him to increase the booking to 20. Amol told Rajkumar, ? Raj, I am meeting
some of these friends after a long time. So, the party has to be really rocking. Are you
sure you can accommodate 20 of us?? Rajkumar, though busy, informed Amol that
there was nothing to worry and that all the arrangements would be in order. He also
added that he looked forward to seeing Amol and his friends at the party. On the
scheduled day, Amol?s friends met at his residence at 7 pm on the appointed day and
after having a cup of coffee left for Moti to be present at the restaurant at 8.30 pm
sharp. They were relaxed and were cracking jokes and reached the restaurant at 8.20
pm. With some difficulty, they were able to park all their cars in the close vicinity.
Though it took some time, Amol told them that these were minor glitches in
comparison to the quality of food served by Moti. The guests arrived at the restaurant
on time. Amol was taken aback to find that the table was booked only for 15 persons.
Seeing them, Rajkumar came forward. Amol reminded Rajkumar that four days ago,
he had informed him about the increase in the number of guests. He had called on
Rajkumar?s mobile but as there was no response, he had asked him to be connected to
Raj via the board. Amol told Raj, ? May be there has been an oversight. Can you reset
the table for 20 persons please ?? The guests were waiting and Amol found it
embarrassing. Amol was out of his wits when Rajkumar feigned ignorance about the
whole telephonic conversation that they had. He argued with Amol that he had
received no such phone call from Amol requesting for amendments in the booking. ?
Mr. Amol, you must have been mistaken? , said Rajkumar. A red-faced Amol tried to
explain things to Rajkumar Pai but Pai was too stubborn and continued to insist that he
had not received any such call and that the booking was for 15 people only. The
restaurant was full and Amol asked Rajkumar to resolve the matter as his guests had
been waiting for some time. Rajkumar pleaded helplessness and said that there was
nothing that he could do at the moment. There was a lawn outside the restaurant (but
within the restaurant campus) which was quite neat and well illuminated. It was
getting late. Left with little choice, Amol & his family along with another couple
opted to wait even as his friends protested. The 15 members of the group began
having their lunch squirming at the thought of the hosts having to wait to join the
group. At 930 pm, after some of the other guests in Moti Restaurant left, Amol & the
other members could be accommodated with the group. All of them settled for the
dinner but the focus of discussion remained the service at the hotel. After the dinner
was over, Amol settled the bill but did not leave any tip for the waiters. Amol met
Rajkumar Pai on his way out and explained to him that this was his last visit to the
restaurant. Rajkumar admitted that he may have been hasty but felt Amol was being
unreasonable as it was his busiest evening and that Amol should make allowances.
Amol and his friends never visited Moti Restaurant ever again. They also posted their
feedback on Face book and spread word about their experience to all their colleagues,
friends and associates.
Q.1. Was there a service failure ? How could there have been a service recovery ? If
you were in Rajkumar?s place, list at least two ways in which you would have
triggered a service recovery.
Q.2. What was the main reason for the service failure ? If you were Amol, how
would you have reacted to Rajkumar?s behavior ?
*************
FirstRanker.com - FirstRanker's Choice
This post was last modified on 19 February 2020