Download GTU MBA 2015 Winter 4th Sem 2840102 Services and Relationship Marketing Question Paper

Download GTU (Gujarat Technological University) MBA (Master of Business Administration) 2015 Winter 4th Sem 2840102 Services and Relationship Marketing Previous Question Paper

Page 1 of 2


Seat No.: _____ Enrolment No.______

GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER ? 4 ? EXAMINATION ? WINTER 2015


Subject code: 2840102 Date: 03/12/2015

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 (a) Define the following terms:
I. Customer satisfaction
II. Service marketing
III. Credence property of service
IV. Service encounter
V. Skimming pricing
VI. Servicescape
VII. Service blue print
07
(b) Differentiate between goods and service? Explain challenges
faced by service marketers in current business environment.
07

Q.2 (a) Clarify the difference among the four broad categories of
services, provide examples for each and explain the service
management challenges related to each four categories.
07
(b) Write down short note on : Flower of service 07
OR
(b) What types of common issues take place between
intermediaries of services delivery channels and what types of
strategies can be used for effective service delivery through
intermediaries?
07

Q.3 (a) Explain various service pricing strategies for ?four customer
definitions of value?.
07
(b) Write down short note on marketing communication mix for
services.
07
OR
Q.3 (a) Draw the service blueprint of any one of the following services:
(1) Hyper Market
(2) Restaurant
07
(b) Describe and explain how servicescape play strategic roles. 07
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Page 1 of 2


Seat No.: _____ Enrolment No.______

GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER ? 4 ? EXAMINATION ? WINTER 2015


Subject code: 2840102 Date: 03/12/2015

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 (a) Define the following terms:
I. Customer satisfaction
II. Service marketing
III. Credence property of service
IV. Service encounter
V. Skimming pricing
VI. Servicescape
VII. Service blue print
07
(b) Differentiate between goods and service? Explain challenges
faced by service marketers in current business environment.
07

Q.2 (a) Clarify the difference among the four broad categories of
services, provide examples for each and explain the service
management challenges related to each four categories.
07
(b) Write down short note on : Flower of service 07
OR
(b) What types of common issues take place between
intermediaries of services delivery channels and what types of
strategies can be used for effective service delivery through
intermediaries?
07

Q.3 (a) Explain various service pricing strategies for ?four customer
definitions of value?.
07
(b) Write down short note on marketing communication mix for
services.
07
OR
Q.3 (a) Draw the service blueprint of any one of the following services:
(1) Hyper Market
(2) Restaurant
07
(b) Describe and explain how servicescape play strategic roles. 07
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What are its elements?

Q.4 (a) Draw and explain key waiting line strategies. Write down
issues to be considered in making waiting more tolerable &
joyful.
07
(b) Describe the two basic strategies for matching supply and
demand, and give at least two specific examples of each one.
07
OR

Q.4 (a) Discuss the utility of ?Yield Management? & relate it to any
two real life examples.
07
(b) Briefly explain service-based dimensions used by consumers in
evaluating ?service quality?. In addition to this explain tools to
analyze and address service quality problems.

07
Q.5 (a) Write down short note on: Gap model of service marketing 07
(b) Explain how evolution of customers? relationship takes place
and depict service recovery strategies useful for firm to
maintain long term customer?s relationship.
07
OR


Q.5 (a) Name and explain various self services technologies in services
delivery.
07
(b) What do you mean by ?Recovery Paradox? also explain its
implications for service manager.
07

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