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

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Code No: 724AD

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R15

JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

MBA IV Semester Examinations, April/May-2019

SERVICES MARKETING

Time: 3 hours

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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

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

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PART - B 5 × 10 marks = 50

1. Explain the four characteristics of services and give examples – what problems do they create? [10]
   OR
2. What is the relation between customer service quality - explain with examples and provider gaps in the Gaps model. [10]
3. What are the major objectives of research in services? Why are complaint solicitation and critical incident studies are important in Research services? [10]
   

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   OR
4. With an example of mobile communication industry, explain the “Fix the problem” part of service recovery strategies. [10]
5. Explain, with appropriate examples, the environmental dimensions of the Servicescape. [10]
   OR
6. Explain with examples, the Innovation and development stages. [10]

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7. What strategies can be used for enhancing customer participation? [10]
   OR
8. In the context of the hospitality industry, explain the strategies for adjusting capacity to match demand. [10]
9. How can the problem of customer education and internal marketing communication in services communication be solved? [10]
   OR

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10. What are the challenges of cost-based and competition-based pricing in the context of services? [10]

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