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

Code No: 724AD

JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

MBA IV Semester Examinations, December - 2018

--- Content provided by‌ FirstRanker.com ---

SERVICES MARKETING

Time: 3hours

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.

--- Content provided by⁠ FirstRanker.com ---

PART - A

5 × 5 marks = 25

1. Answer the following in about five sentences each:
   1. Infer the significance of services marketing. [5]
   2. How would you relate quality of service with consumer behaviour? [5]
   3. Interpret the types of service innovations. [5]

   --- Content provided by‌ FirstRanker.com ---

   4. Why are employees critical in better service delivery? [5]
   5. Deduce the need for integrated service marketing communication. [5]

PART - B

5 × 10 marks = 50

--- Content provided by‌ FirstRanker.com ---

2. Examine the role played by services sector in Indian economic development. [10]

   OR

3. Analyze with suitable example the unique characteristics of services. [10]
4. 1. What are the types of consumer service expectation?
   2. Appraise the factors influencing customers' expectation of adequate service. [5+5]

   --- Content provided by FirstRanker.com ---

   OR

5. Make a critical assessment of the importance of customer research for services. [10]
6. Draw a suitable diagram of a service blueprint and discuss the steps in building a service blueprint. [10]

   OR

--- Content provided by​ FirstRanker.com ---

7. Elucidate the steps involved in the new service development process. [10]
8. 1. Categorize the possible variations in customer demand for service relative to capacity.
   2. Correlate between capacity constraints and demand patterns. [5+5]

   OR

--- Content provided by FirstRanker.com ---

9. Evaluate the merits and demerits of delivering service through franchising and agents. [10]
10. Describe the five categories of strategies to match service promises with delivery. [10]

    OR

11. Critically analyze the importance points to be considered in the pricing of services. [10]

Visit FirstRanker.com for more question papers.

--- Content provided by⁠ FirstRanker.com ---