Download PTU BBA 2020 Dec 4th Sem 77432 Service Marketing Question Paper

Download PTU ( I.K.Gujral Punjab Technical University (IKGPTU)) The Bachelor of Business Administration (BBA) 2020 December 4th Sem 77432 Service Marketing Previous Question Paper

Roll No.
Total No. of Pages : 02
Total No. of Questions : 18
BBA (Service Industry Management) (Sem.?4)
SERVICE MARKETING
Subject Code : BBASM-404-18
M.Code : 77432
Time : 3 Hrs. Max. Marks : 60
INST RUCT IONS T O CANDIDAT ES :
1 .
SECT ION-A is COMPULSORY cons is ting of TEN questions carrying TWO marks
each.
2 .
SECT ION-B cons ists of F OUR Sub-sec tions : Un its-I, II, III & IV.
3 .
Eac h Sub-section contains TWO questions each , carry in g T EN ma rks e ach .
4 .
Students have to atte mpt an y ONE ques tion from each Sub-section.
SECTION-A
Write a short note on following :
1.
Internal marketing
2.
Intangibility
3.
Service recovery paradox
4.
Promotion of services
5.
Gronross Model
6.
Emotional labour
7.
Servicescape
8.
Service blueprinting
9.
Service failure
10. Net promoter score
1 | M-77432
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SECTION-B
UNIT-I
11. Define a service. What challenges marketers face when they go for marketing of
services? Discuss with the help of real life examples.
12. What is the concept of marketing mix? Discuss various components of marketing mix
with reference to the services marketing.
UNIT-II
13. What is service differentiation? Illustrate how big brands are making use of service
differentiation?
14. What are the components of an effective service delivery system? Discuss.
UNIT-III
15. Explain the concept of Physical evidence in services. Briefly explain various components
of Physical evidence with respect to banking industry.
16. Why is the `process' so important in services marketing? Discuss various types of
processes.
UNIT-IV
17. What is the `Service Quality Gap Model'? Discuss various components of this model
with the help of an example.
18. Discuss the application of services marketing in the tourism industry.
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.
2 | M-77432
(S12)-1215

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