Download PTU MBA 2020 Dec 3rd Sem 76895 Services Marketing Question Paper

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MBA (2018 Batch) (Sem.-3)

SERVICES MARKETING

Subject Code : MBA 922-18

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M.Code: 76895

INSTRUCTIONS TO CANDIDATES :

1. SECTION-A contains EIGHT questions carrying TWO marks each and students have to attempt ALL questions.
2. SECTION-B consists of FOUR Subsections: Units-I, II, III & IV. Each Subsection contains TWO questions each carrying EIGHT marks each and students have to attempt any ONE question from each Subsection.
3. SECTION-C is COMPULSORY and consists of ONE Case Study carrying TWELVE marks.

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SECTION-A

1. Define Services.
2. Highlight important methods of service classification.
3. Highlight importance of customer loyalty.
4. What is service blueprinting?
5. Outline meaning of service marketing triangle.

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6. What do you mean by cycle of failure in services?
7. Highlight need for marketing in financial sector.
8. Critically examine importance of marketing in hospitality sector.

SECTION-B

UNIT-I

9. Explain reasons for growth of the service sector economy. Describe service characteristics with examples.
10. Outline integrated gaps model of service quality, with illustrations. What are your recommendations to reduce such gaps, with examples?

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UNIT-II

11. Identify the challenges associated with service design. Describe the service development process, with appropriate illustrations.
12. Highlight the importance of physical evidence in services. Outline its effect on consumer behavior, with illustrations.

UNIT-III

13. Highlight importance of complaint handling. Recommend service recovery strategies, with examples.
14. Outline components of integrated service marketing communications, with appropriate illustrations.

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UNIT-IV

15. What factors should be considered while deciding pricing for a service? Elaborate alternative pricing strategies for services, with examples.
16. Critically examine importance of marketing in the health care sector. Describe important elements of health care marketing, with illustrations.

SECTION-C

17. Read the case study and answer the questions on it :

    A premium British health and wellness chain having strength in gyms and spas has ambitions of entering Indian market. However, it is not sure about the prospects of Indian market. It has requisitioned your services as a marketing consultant.

    Questions :

    1. What factors you will keep in mind while determining market potential for the gyms and spas?

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    2. What should be the pricing strategy for Indian market?
    3. Suggest suitable marketing communication strategy for Indian markets.

NOTE: Disclosure of Identity by writing Mobile No. or Making of passing request on any page of Answer Sheet will lead to UMC against the Student.

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