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Code No: 724AD
JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD
MBA IV Semester Examinations, December - 2019
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 5×5 Marks = 25
- Explain the distinguishing features of services. [5]
- What are the factors which influence zone of tolerance? [5]
- Explain service blueprint with examples. [5]
- Discuss the concept of value pricing. [5]
- What is the importance of internal marketing communication in services? [5]
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PART - B 5 × 10 Marks = 50
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- What are the various challenges faced by service marketers in the present economy? [10]
OR - Discuss the need for relationship marketing in services. [10]
- What are the various Qualitative research techniques in consumer research? [10]
OR - Discuss the differences between perception of service quality and customer satisfaction. [10]
- How does Quality Function Deployment (QFD) approach help develop better service products? [10]
OR - What is Service scape? Explain the different roles played by Service scape. [10]
- Explain the various strategies that are needed to ensure that service employees create customer satisfaction and service quality. [10]
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OR - Discuss with examples, the various strategies by marketers in adjusting capacity to meet fluctuations in demand. [10]
- What are the various competition-based pricing methods in services? [10]
OR - Discuss the concept of integrated services marketing communication and the key reasons for service communication problems. [10]
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