Roll No. _______________
Total No. of Questions : 17
Total No. of Pages : 02
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MBA (2018 Batch) (Sem.-3)
SERVICES MARKETING
Subject Code: MBA 922-18
M.Code : 76895
Time : 3 Hrs.
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Max. Marks : 60
INSTRUCTIONS TO CANDIDATES :
- SECTION-A contains EIGHT questions carrying TWO marks each and students has to attempt ALL questions.
- SECTION-B consists of FOUR Subsections: Units-I, II, III & IV. Each Subsection contains TWO questions each carrying EIGHT marks each and student has to attempt any ONE question from each Subsection.
- SECTION-C is COMPULSORY and consists of ONE Case Study carrying TWELVE marks.
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SECTION-A
- Define Services.
- Highlight contribution of services in Indian economy.
- What is meant by servicescape?
- Highlight meaning of heterogeneity of services.
- What is meant by cycle of failure?
- What is meant by services marketing triangle?
- What are various classifications of services?
- Highlight importance of marketing of financial services.
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SECTION-B
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UNIT-I
- Highlight the salient features of various elements of the service marketing mix elements with suitable examples.
- Critically examine the various gaps in service quality. Recommend suitable strategies to reduce such gaps in service quality with illustrations.
UNIT-II
- a) Outline Recommend strategies to build customer loyalty towards a service.
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b) Describe the process of blueprinting of a service. - a) Highlight important factors to be kept in mind while designing a service.
b) Outline the new service development process with illustrations.
UNIT-III
- a) Highlight role of the employees in delivery quality services with illustrations.
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b) Outline types of intermediaries used in delivering a service. - Critically examine the various components of integrated services marketing communication. Give illustration in support of your answer.
UNIT-IV
- What factors should be kept in mind while fixing price for a service offering? Recommend alternative pricing strategies of a service firm can pursue, by citing suitable illustrations.
- Critically examine need and importance of marketing of health care services. Highlight salient features of health care marketing.
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SECTION-C
- Please read the case "SUPERSHINE PARADISE" below and answer the questions based on it :
A 5-star hotel group has successfully positioned itself as the business travellers' preferred chain. The hotel has a huge clientele of premium segment, with a very high occupancy rates on weekdays. The group plans to initiate a sales promotion scheme to achieve the following objectives:
a) To enhance weekend occupancies.
b) To induce trial purchase by users who prefer hotels of the competitors.--- Content provided by FirstRanker.com ---
c) To reinforce perception of the hotel as an exclusive product that admirably fulfils all hospitality needs of high profile executives travelling on work, even their emotional needs.
Questions:
a) Suggest a suitable sales promotion scheme for fulfilling the above objectives.
b) Which communication medium would you suggest to communicate information about the sales promotion offer and why?
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 MBA 2020 March Previous Question Papers
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