Download JNTU-Hyderabad MBA 4th Sem R15 2018 Jan 724AD Services Marketing Question Paper

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R15

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Code No: 724AD

JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

MBA IV Semester Examinations, January-2018

SERVICES MARKETING

Time: 3hours

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Max.Marks:75

Note: This question paper contains two parts A and B.

Part A is compulsory which carries 25 marks. Answer all questions in Part A.

Part B consists of 5 Units. Answer any one full question from each unit. Each question carries 10 marks and may have a, b, c as sub questions.

PART - A

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5 × 5 marks = 25

1. a) State the factors responsible for the growth of services sectors in Indian economy. [5]
2. b) Demonstrate the possible levels of customer expectations. [5]
3. c) Illustrate the types of new services innovations. [5]
4. d) Outline the boundary spanning roles of service employees. [5]

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5. e) Briefly describe the factors influencing customer satisfaction. [5]

PART - B

5 × 10 marks = 50

1. 2. Outline and support your argument on the reasons for steady or fluctuations in Service Sector Contribution to the India Economy? [10]

   OR

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   3. Critically evaluate the Lovelock's classification of services and their implications. [10]

2. 4. Evaluate the stages in consumer decision making and evaluation of services with which you are familiar with. [10]

   OR

   5. Critically analyse the factors that influence desired and adequate service related to customer expectations. [10]

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3. 6. Analyse the checkpoints that precede critical stages that are associated with new service development process with suitable example. [10]

   OR

   7. An educational institution's mess in the hostel keep on facing the long queue of students during lunch timings. The Chief Warden asked to build a Mess's service blueprint. Identify the basic steps and develop a blueprint for the mess service and justify your each steps. [10]

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4. 8. Identify the implications of variations in demand relating to capacity and apply only traditional marketing programmes to solve the problems of excess demand and excess capacity. [10]

   OR

   9. 'A complex combination of strategies is needed to ensure that service employees are willing and able to deliver quality services and that they stay motivated to perform in customer-oriented, service-minded ways'. Critically evaluate this statement. [10]

5. 10. Illustrate the Pricing Tripod with appropriate example. Discuss in detail the cost-based, value-based pricing and competition based pricing with suitable example. [10]

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   OR

   11. List out and examine the four problems created by intangibility of services. As a service marketing student, critically evaluate the 5W model of marketing communication planning. [10]

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