Download PTU (I.K. Gujral Punjab Technical University Jalandhar (IKGPTU) ) MBA (Master of Business Administration) 2020 March 4th Sem 71380 Services Marketing Previous Question Paper
Roll No. Total No. of Pages : 03
Total No. of Questions : 15
MBA (2016 to 2017) (Sem.?4)
SERVICES MARKETING
Subject Code : MBA-906
M.Code : 71380
Time : 3 Hrs. Max. Marks : 60
INSTRUCTION TO CANDIDATES :
1. SECTION-A contains SIX questions carrying FIVE marks each and students has
to attempt any FOUR questions.
2. 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.
3. SECTION-C is COMPULSORY and consist of ONE Case Study carrying EIGHT
marks.
SECTION-A
1) Identify the reasons why service sector is gaining importance.
2) Write a note on service recovery strategies.
3) Outline concept of service scape. What are its various types?
4) What are the advantages of deploying self service technologies?
5) Explain the concept of waiting line strategies
6) Describe service marketing triangle elements.
SECTION-B
UNIT-I
7) Critically examine various characteristics of services, with illustrations.
8) Describe important elements of the service marketing mix, by citing suitable illustrations.
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1 | M-71380 (S13)-1889
Roll No. Total No. of Pages : 03
Total No. of Questions : 15
MBA (2016 to 2017) (Sem.?4)
SERVICES MARKETING
Subject Code : MBA-906
M.Code : 71380
Time : 3 Hrs. Max. Marks : 60
INSTRUCTION TO CANDIDATES :
1. SECTION-A contains SIX questions carrying FIVE marks each and students has
to attempt any FOUR questions.
2. 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.
3. SECTION-C is COMPULSORY and consist of ONE Case Study carrying EIGHT
marks.
SECTION-A
1) Identify the reasons why service sector is gaining importance.
2) Write a note on service recovery strategies.
3) Outline concept of service scape. What are its various types?
4) What are the advantages of deploying self service technologies?
5) Explain the concept of waiting line strategies
6) Describe service marketing triangle elements.
SECTION-B
UNIT-I
7) Critically examine various characteristics of services, with illustrations.
8) Describe important elements of the service marketing mix, by citing suitable illustrations.
2 | M-71380 (S13)-1889
UNIT-II
9) Why is it important to maintain relationships with customers? Suggest various ways for
managing relationships with customers and ensuring their loyalty.
10) Outline the process involved in service development and design, with examples.
UNIT-III
11) Recommend strategies for ensuring employee and customer participation in delivering
and performing services with examples.
12) What are your recommendations for reducing mismatch in demand and capacity for
services? Elaborate with examples.
UNIT-IV
13) Identify important factors to be considered while deciding about pricing of a service.
What are the alternative pricing strategies which can be pursued for pricing a service?
Elaborate.
14) Explain integrated service quality gap model, with illustrations. What is your prescription
for closing such service gaps?
SECTION-C
15) Case Study:
Premier Courier Ltd.
Premier Courier Ltd. (PCL) is an innovative overnight delivery company that helped
change the way companies do business. It was the first company to offer an overnight
delivery system, but the company markets more than just a delivery service. What PCL
really sells is on-time reliability. The company markets risk reduction and provides the
confidence that people shipping packages will be ?Absolutely, positively, certain their
packages will be there by 10.30 in the morning?.
In fact, PCL sells even more than reliable delivery. It designs tracking and inventory
management systems for many large companies. In other words, its customers buy more
than just delivery service they buy a solution to their distribution problems. For example,
a warehouse designed and operated by PCL is part of the distribution centre for a very
large computer firm. In other organisations, customers can place an order for inventory as
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1 | M-71380 (S13)-1889
Roll No. Total No. of Pages : 03
Total No. of Questions : 15
MBA (2016 to 2017) (Sem.?4)
SERVICES MARKETING
Subject Code : MBA-906
M.Code : 71380
Time : 3 Hrs. Max. Marks : 60
INSTRUCTION TO CANDIDATES :
1. SECTION-A contains SIX questions carrying FIVE marks each and students has
to attempt any FOUR questions.
2. 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.
3. SECTION-C is COMPULSORY and consist of ONE Case Study carrying EIGHT
marks.
SECTION-A
1) Identify the reasons why service sector is gaining importance.
2) Write a note on service recovery strategies.
3) Outline concept of service scape. What are its various types?
4) What are the advantages of deploying self service technologies?
5) Explain the concept of waiting line strategies
6) Describe service marketing triangle elements.
SECTION-B
UNIT-I
7) Critically examine various characteristics of services, with illustrations.
8) Describe important elements of the service marketing mix, by citing suitable illustrations.
2 | M-71380 (S13)-1889
UNIT-II
9) Why is it important to maintain relationships with customers? Suggest various ways for
managing relationships with customers and ensuring their loyalty.
10) Outline the process involved in service development and design, with examples.
UNIT-III
11) Recommend strategies for ensuring employee and customer participation in delivering
and performing services with examples.
12) What are your recommendations for reducing mismatch in demand and capacity for
services? Elaborate with examples.
UNIT-IV
13) Identify important factors to be considered while deciding about pricing of a service.
What are the alternative pricing strategies which can be pursued for pricing a service?
Elaborate.
14) Explain integrated service quality gap model, with illustrations. What is your prescription
for closing such service gaps?
SECTION-C
15) Case Study:
Premier Courier Ltd.
Premier Courier Ltd. (PCL) is an innovative overnight delivery company that helped
change the way companies do business. It was the first company to offer an overnight
delivery system, but the company markets more than just a delivery service. What PCL
really sells is on-time reliability. The company markets risk reduction and provides the
confidence that people shipping packages will be ?Absolutely, positively, certain their
packages will be there by 10.30 in the morning?.
In fact, PCL sells even more than reliable delivery. It designs tracking and inventory
management systems for many large companies. In other words, its customers buy more
than just delivery service they buy a solution to their distribution problems. For example,
a warehouse designed and operated by PCL is part of the distribution centre for a very
large computer firm. In other organisations, customers can place an order for inventory as
3 | M-71380 (S13)-1889
late as midnight, and the marketer, because of PCL's help, can guarantee delivery by the
next morning. PCL has positioned itself as a company with a service that solves its
customers' problems,
Questions :
a) What is PCL's product? What are the tangible and intangible elements of this service
product?
b) What are the elements of service quality for a delivery service like PCL?
c) In what way does technology influence PCL's service quality?
d) Identify the positioning strategy for PCL.
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 post was last modified on 22 March 2020