Anna University MBA Important Question Bank (Most Important Questions)
DEPARTMENT OF MANAGEMENT STUDIES
QUESTION BANK
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III Semester
BA5006 – Services Marketing
Regulation - 2017
Academic Year 2019 – 20
SUBJECT : BA5006 - SERVICES MARKETING
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SEM/YEAR : III Semester / II Year
UNIT I INTRODUCTION
Definition – Service Economy – Evolution and growth of service sector – Nature and Scope of Services - Unique characteristics of services - Challenges and issues in Services Marketing.
| Q.NO | UNIT - I - PART - A - QUESTION | LEVEL | COMPETENCE |
|---|---|---|---|
| 1 | How would you define Services? | BTL 1 | Remembering |
| 2 | What is meant by Services Marketing? | BTL 2 | Understanding |
| 3 | State the unique characteristics of Services. | BTL 3 | Applying |
| 4 | Can you make a distinction between Services and Goods? | BTL 4 | Analysing |
| 5 | Identify the various issues in Services Marketing. | BTL 5 | Evaluating |
| 6 | How would you evaluate goods – services continuum? | BTL 6 | Creating |
| 7 | What is service economy? | BTL 1 | Remembering |
| 8 | Can you state the factors influencing Services Marketing? | BTL 2 | Understanding |
| 9 | Give a short note on Variability feature of Services. | BTL 3 | Applying |
| 10 | How would you classify Services? | BTL 4 | Analysing |
| 11 | What could be done to Maximize the degree of Customer contact? | BTL 5 | Evaluating |
| 12 | Write a short note on Labour Intensiveness in Service Sector | BTL 6 | Creating |
| 13 | Can you list out the Scope of services? | BTL 1 | Remembering |
| 14 | What are the essential skills for a service provider? | BTL 2 | Understanding |
| 15 | How would you show your understanding on the various issues in Services Marketing? | BTL 3 | Applying |
| 16 | Discuss the Tangibility and Intangibility nature of Services. | BTL 4 | Analysing |
| 17 | What is Inseparability? | BTL 1 | Remembering |
| 18 | State the importance of Economic Liberalization. | BTL 2 | Understanding |
| 19 | ‘Services are variable in nature' – Explain. | BTL 1 | Remembering |
| 20 | Can you state the myths about Services? | BTL 1 | Remembering |
| Q.NO | UNIT - I - PART - B - QUESTION | LEVEL | COMPETENCE |
|---|---|---|---|
| 1 | How would you explain Services Economy? | Levell | Remembering |
| 2(i) | Will you state Ethical Issues in Services Marketing? (7) | Level2 | Understanding |
| 2(ii) | Can you explain unique characteristics of services? (6) | ||
| 3(i) | How would you show your understanding of Components of Services economy? (7) | Level3 | Applying |
| 3(ii) | How would you show your understanding of facility based services? (6) | ||
| 4 | How would you categorize reason for the growth of services Sector? | Level4 | Analysing |
| 5(i) | Can you elaborate on scope of services marketing? (7) | Level5 | Evaluating |
| 5(ii) | Why do you think Technology is a key driver of services Innovation (6) | ||
| 6(i) | How would you evaluate the challenges of Service Marketing? (7) | Level6 | Creating |
| 6(ii) | How would you explain communication issues in Service Marketing? (6) | ||
| 7 | How would you describe Evolution and Growth of Services Sector? | Levell | Remembering |
| 8(i) | Can you explain other contemporary issues in Services Marketing? (7) | Level2 | Understanding |
| 8(ii) | Explain the impact of economic liberalization on the growth of service sector (6) | ||
| 9(i) | Discuss the nature of Services Marketing (7) | Level3 | Applying |
| 9(ii) | How do you classify services on the basis of Tangibility? (6) | ||
| 10 | Can you list out reasons for the Growth of Service Sector? | Level4 | Analysing |
| 11 | Discuss the cultural changes facilitated the growth of service sector. | Levell | Remembering |
| 12 | Explain the elements of service economy that has shown remarkable growth with example | Level2 | Understanding |
| 13 | What do you think about global service era and its Characteristics? | Level4 | Analysing |
| 14(i) | What are contemporary issues in services Marketing With suitable example? (7) | Levell | Remembering |
| 14(ii) | What is the impact that social changes in IT on the service Economy. (6) |
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Unit - I - Part - C– Question
- Use the concept of characteristics of a services and describe the differences between a services and a product you are familiar with. What marketing implications arise as a result of these difference?
- What is the role of services in a developing economy like India? Discuss.
- The Need and variety of services would depend on economic and social factor. Illustrate this view point with example.
- What do you mean by marketing of service? What are the reason for the growth in the service market?
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UNIT II SERVICE MARKETING OPPORTUNITIES
Assessing service market potential - Classification of services – Expanded marketing mix – Service marketing – Environment and trends – Service market segmentation, targeting and positioning
| Q.NO | UNIT - II - PART - A - QUESTION | LEVEL | COMPETENCE |
|---|---|---|---|
| 1 | What is meant by Market Potential? | BTL 1 | Remembering |
| 2 | State the importance of assessing market potential. | BTL 2 | Understanding |
| 3 | How would you explain Marketing Mix? | BTL 3 | Applying |
| 4 | Can you outline what is meant by expanded marketing mix? | BTL 4 | Analysing |
| 5 | Give a short description on Service Blueprinting. | BTL 5 | Evaluating |
| 6 | Write a brief note on Marketing Environment. | BTL 6 | Creating |
| 7 | What is meant by Target Marketing? | BTL 1 | Remembering |
| 8 | Outline the process of Market Segmentation. | BTL 2 | Understanding |
| 9 | List out the various strategies in Market Segmentation. | BTL 3 | Applying |
| 10 | State the components of services marketing mix? | BTL 4 | Analysing |
| 11 | Discuss in brief Psychographic Segmentation | BTL 5 | Evaluating |
| 12 | How would you justify customer centricity in trends in service marketing? | BTL 6 | Creating |
| 13 | What is meant by Service Positioning Strategy? | BTL 1 | Remembering |
| 14 | State the requirements for effective segmentation. | BTL 2 | Understanding |
| 15 | With suitable examples explain geographic and demographic segmentation. | BTL 3 | Applying |
| 16 | Give a brief outline on Differentiated Marketing. | BTL 4 | Analysing |
| 17 | What is meant by Concentrated Marketing? | BTL 1 | Remembering |
| 18 | State the difference between Micro And Macro Environment. | BTL 2 | Understanding |
| 19 | Outline the significance of Services Marketing Environment. | BTL 1 | Remembering |
| 20 | What do you mean by trends in services? | BTL 1 | Remembering |
| Q.NO | UNIT - II - PART - B - QUESTION | LEVEL | COMPETENCE |
|---|---|---|---|
| 1(i) | How would you describe Service Market Potential? (5) | Levell | Remembering |
| 1(ii) | What are the methods of assessing Market Potential? (8) | ||
| 2 (i) | Why do you think Service marketing mix is important? (6) | Level2 | Understanding |
| 2 (ii) | Discuss the Principles of Service Marketing Mix. (7) | ||
| 3(i) | Write a short note on Service Process (3) | Level3 | Applying |
| 3(ii) | Elaborately explain the steps in managing service processes (10) | ||
| 4(i) | How would you classify Service Employees? (6) | Level4 | Analysing |
| 4(ii) | Discuss the methods of Delivering Service Quality through People. (7) | ||
| 5 | Discuss the key role of employees in a Service | Level5 | Evaluating |
| 6 | Give a detailed account on Services Marketing Environment | Level6 | Creating |
| 7(i) | Write a critical evaluation on the recent trends in Service Marketing Environment (8) | Levell | Remembering |
| 7(ii) | What is meant by Target Marketing in Services? (5) | ||
| 8 | Elaborately explain the steps in Target Marketing Strategy. | Level2 | Understanding |
| 9 | Can you explain the various strategies in Service Marketing Segmentation? | Level3 | Applying |
| 10(i) | Discuss the process of Market Segmentation(6) | Level4 | Analysing |
| 10(ii) | State the challenges in Service Market Segmentation? (7) | ||
| 11 | Give a detailed account on Services Market Targeting | Levell | Remembering |
| 12 | Explain the classification of services with suitable examples | Level2 | Understanding |
| 13 | Service Providers can achieve a competitive advantage with a focus strategy' - Explain | Level4 | Analysing |
| 14 | With suitable examples explain the various segmentation strategies that can be adopted in a Service | Levell | Remembering |
Unit - II - Part - C– Question
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- What are the components that need to be built in to every services quality system? Illustrate With example
- Using the criteria of different benefits sought by target customer, how can the medical tourism Industry built or defend competitive positions? Use example to support your answer.
- What are the basic steps in market segmentation? What specific challenges exist for services Organization when it comes
- Discuss the difference between perception of services quality and customer satisfaction.
UNIT III SERVICE DESIGN AND DEVELOPMENT
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Service Life Cycle – New service development – Service Blue Printing – GAP model of service quality – Measuring service quality – SERVQUAL – Service Quality function development
| Q.NO | UNIT - III - PART - A - QUESTION | LEVEL | COMPETENCE |
|---|---|---|---|
| 1 | What is service life cycle? | BTL 1 | Remembering |
| 2 | Explain Augmented Service. | BTL 2 | Understanding |
| 3 | How would you show your understanding of Service Design? | BTL 3 | Applying |
| 4 | Can you list out types of new services? | BTL 4 | Analysing |
| 5 | Outline the New Service Development Process. | BTL 5 | Evaluating |
| 6 | How would you explain Flower of Service? | BTL 6 | Creating |
| 7 | What is meant by Service Blueprinting? | BTL 1 | Remembering |
| 8 | Can you explain the concept of Service Quality? | BTL 2 | Understanding |
| 9 | How would you define Capacity Planning? | BTL 3 | Applying |
| 10 | Give a brief on Benchmarking. | BTL 4 | Analysing |
| 11 | What are Core Services? | BTL 5 | Evaluating |
| 12 | Write a short note on customer relation in services marketing. | BTL 6 | Creating |
| 13 | Define Service Quality Function Deployment (SQFD). | BTL 1 | Remembering |
| 14 | What do you mean by Service Scape? | BTL 2 | Understanding |
| 15 | List out the dimensions of Service Quality. | BTL 3 | Applying |
| 16 | State the prerequisites of New Service Development. | BTL 4 | Analysing |
| 17 | Write the components of Service Blueprinting. | BTL 1 | Remembering |
| 18 | Why is Service Blueprinting important? | BTL 2 | Understanding |
| 19 | What is service recovery? | BTL 1 | Remembering |
| 20 | Write a short note on SERQUAL Model. | BTL 1 | Remembering |
| Q.NO | UNIT - III - PART - B - QUESTION | LEVEL | COMPETENCE |
|---|---|---|---|
| 1(i) | What is services blueprint? Prepare a blue print for a hospital? (7) | BTL 1 | Remembering |
| 1(ii) | What are the strategies adopted during the Growth stage of the service life cycle? (6) | ||
| 2 | Explain the stages in new services development process. | BTL 2 | Understanding |
| 3(i) | How would you apply Gap's model services quality in Banking Industry? (7) | BTL 3 | Applying |
| 3(ii) | How would you show your understanding of using and reading Services Blueprint? (6) | ||
| 4 | Using fish bone diagram arrive at root cause analysis for flight departure delay for an airline. | BTL 4 | Analysing |
| 5 | Discuss the various methods to maintain Service Quality. | BTL 5 | Evaluating |
| 6(i) | Explain the various stages in Service Life Cycle with an example. (7) | BTL 6 | Creating |
| 6(ii) | Discuss the various Strategies for different stages of Service Life Cycle. (6) | ||
| 7 | What is SERVQUAL Model of service quality? With example. | BTL 1 | Remembering |
| 8 | Explain the Influence of Service Characteristics on QFD | BTL 2 | Understanding |
| 9 (i) | How would you show your understanding of Services Process Redesign? (7) | BTL 3 | Applying |
| 9 (ii) | How would you show your understanding of New Service Development? (6) | ||
| 10 | What are the Categories and important of Services quality? (6) | BTL 4 | Analysing |
| 11 | Explain responsiveness of the service quality | BTL 1 | Remembering |
| 12 | Explain product – line extensions with suitable example? | BTL2 | Understanding |
| 13 | What do you think about decline stage in service life cycle? Explain its characteristics | BTL4 | Analysing |
| 14(i) | Can you recall about application of SQFD with suitable example? | BTL 1 | Remembering |
| 14(ii) | How marketers can apply the traditional marketing Mix concept to services? |
Unit - III - Part - C - Question
- Using the flower of service concept develop enhancing supplementary services for a hotel.
- Explain the services design model adopted in any service industry of your choice.
- Give a brief account on the various dimensions of SERVQUAL.
- Draw the service blue print for the following services:
- Courier (5Marks)
- Airlines (5Marks)
- Hospital. (5Marks)
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UNIT IV SERVICE DELIVERY AND PROMOTION
Positioning of services – Designing service delivery System, Service Channel – Pricing of services, methods – Service marketing triangle - Integrated Service marketing communication.
| Q.NO | UNIT - IV - PART - A - QUESTION | LEVEL | COMPETENCE |
|---|---|---|---|
| 1 | Define Advertising. | BTL 1 | Remembering |
| 2 | What can you say about setting Positioning objectives? | BTL 2 | Understanding |
| 3 | Can you outline the steps in developing a Positioning Strategy? | BTL 3 | Applying |
| 4 | Give a brief on Service Differentiation. | BTL 4 | Analysing |
| 5 | How would you define Service Delivery Framework? | BTL 5 | Evaluating |
| 6 | What is your opinion about integrated service marketing communication? | BTL 6 | Creating |
| 7 | Define Sales Promotion. | BTL 1 | Remembering |
| 8 | What is meant by internal marketing? | BTL 2 | Understanding |
| 9 | How would you explain Interactive Marketing? | BTL 3 | Applying |
| 10 | Can you list out the elements of promotion mix? | BTL 4 | Analysing |
| 11 | State your understanding in Service Channel. | BTL 5 | Evaluating |
| 12 | What is your opinion about Penetration Pricing? | BTL 6 | Creating |
| 13 | What is Services Delivery | BTL 1 | Remembering |
| 14 | Can you explain direct marketing | BTL 2 | Understanding |
| 15 | State the strategies used for Service Delivery. | BTL 3 | Applying |
| 16 | Can you list out the objectives of Service Pricing? | BTL 4 | Analysing |
| 17 | What is service channel? | BTL 1 | Remembering |
| 18 | Illustrate 4 C's of delivering Customer Service. | BTL 2 | Understanding |
| 19 | Can you recall pricing of services? | BTL 1 | Remembering |
| 20 | What is service marketing triangle? | BTL 1 | Remembering |
| Q.NO | UNIT - IV - PART - B - QUESTION | LEVEL | COMPETENCE |
|---|---|---|---|
| 1(i) | How would you explain promotion for services in detail? (7) | BTL 1 | Remembering |
| 1(ii) | What are the consequences of technological development related to service delivery? (6) | ||
| 2(i) | Explain the Employee role in service delivery (7) | BTL 2 | Understanding |
| 2(ii) | Explain Real time Marketing and its Activities. (6) | ||
| 3 | What example can you find for channel design process and explain in detail? | BTL 3 | Applying |
| 4(i) | How would you categorize decision about place and time in services delivery system (7) | BTL 4 | Analysing |
| 4(ii) | Can you list the 4C's of Delivering Customer Services with suitable example? (6) | ||
| 5(i) | Can you elaborate integrated services marketing communication? (7) | BTL 5 | Evaluating |
| 5(ii) | Discuss in detail about factors affecting pricing decisions? (6) | ||
| 6(i) | Explain in detail about pricing of services (6) | BTL 6 | Creating |
| 6(ii) | Explain the importance of Word of Mouth communication in service marketing? (7) | ||
| 7 | How would you explain services marketing triangle in detail? | BTL 1 | Remembering |
| 8 | What is the function of channel intermediaries and role of intermediaries? With examples. | BTL 2 | Understanding |
| 9 (i) | How would you show your understanding of limitation of Electronics channels (7) | BTL 3 | Applying |
| 9 (ii) | How would you show your understanding about Positioning Approaches? (6) | ||
| 10 | Explain promotion mix for services in detail | BTL 4 | Analysing |
| 11 | Can you explain strategies for effective service delivery through intermediaries? | BTL 1 | Remembering |
| 12 | Explain the pros and cons of using a multichannel distribution strategy in service marketing. | BTL2 | Understanding |
| 13 | What do you think about Internal Marketing communication | BTL4 | Analysing |
| 14(i) | How would you explain coordination in marketing communication in services marketing? | BTL 1 | Remembering |
| 14(ii) | Can you recall the guidelines for managing service communication |
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Unit - IV - Part - C - Question
- What are issues to be considered for channel selection? Explain
- Choose a service company with which you are familiar and show how each of the seven elements (7Ps) of integrated service marketing applies.
- Explain how the services quality delivery in financial product is improved by technology. Illustrate With example.
- What do you mean by service recovery? Discuss various service recovery strategies.
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UNIT V SERVICE STRATEGIES
Service Marketing Strategies for health – Hospitality – Tourism – Financial – Logistics - Educational Entertainment & public utility Information technique Services
| Q.No | Unit - V - Part - A - Question | Level | COMPETENCE |
|---|---|---|---|
| 1 | What are Service strategies? | BTL 1 | Remembering |
| 2 | State the nature of Public Utility Services. | BTL 2 | Understanding |
| 3 | List the nature of Entertainment Services. | BTL 3 | Applying |
| 4 | Bring out the nature of Hospitality services in short. | BTL 4 | Analysing |
| 5 | What do you think about Marketing mix in IT services? | BTL 5 | Evaluating |
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