Download JNTU-Hyderabad MBA 4th Sem R15 2019 May 724AD Services Marketing Question Paper

Download JNTUH (Jawaharlal Nehru Technological University Hyderabad) MBA (Master of Business Administration) 4th Semester (Fourth Semester) R15 2019 May 724AD Services Marketing Previous Question Paper

Code No: 724AD
JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD
MBA IV Semester Examinations, April/May-2019
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.

PART - A 5 ? 5 marks = 25

1.a) Explain the concept of services. [5]
b) What are the major service encounter themes, which induce satisfaction/dissatisfaction?
[5]
c) What is service blue printing? [5]
d) Explain the role of employees in the service marketing triangle. [5]
e) How is service pricing different for customers? [5]

PART - B 5 ? 10 marks = 50

2. Explain the four characteristics of services and give examples ? what problems do they
create? [10]
OR
3. What is the relation between customer gap and provider gaps in the Gaps model of
service quality ? explain with examples. [10]


4. What are the major objectives of research in services? Why are complaint solicitation
and critical incident studies are in Research services. [10]
OR
5. With an example of mobile communication industry, explain the ?Fix the problem? part
of service recovery strategies. [10]


6. Explain, with appropriate examples, the environmental dimensions of the Services cape.
[10]
OR
7. Explain with examples, the Innovation and development stages. [10]


8. What strategies can be for enhancing customer participation? [10]
OR
9. In the context of hospitality industry, explain the strategies for adjusting capacity to
match demand. [10]


10. How can the problem of customer education and internal marketing communication in
services communication be solved? [10]
OR
11. What are the challenges of cost-based and competition-based pricing in the context of
services? [10]

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R15

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