Download PTU (I.K. Gujral Punjab Technical University Jalandhar (IKGPTU) ) MBA (Master of Business Administration) 2020 March 3rd Sem 76895 Services Marketing Previous Question Paper
Roll No. Total No. of Pages : 02
Total No. of Questions : 17
MBA (2018 Batch) (Sem.?3)
SERVICES MARKETING
Subject Code : MBA 922-18
M.Code : 76895
Time : 3 Hrs. Max. Marks : 60
INSTRUCTIONS TO CANDIDATES :
1. SECTION-A contains EIGHT questions carrying TWO marks each and students
has 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 student has to
attempt any ONE question from each Subsection.
3. SECTION-C is COMPULSORY and consists of ONE Case Study carrying TWELVE
marks.
SECTION-A
1. Define Services.
2. Highlight contribution of services in Indian economy.
3. What is meant by servicescape?
4. Highlight meaning of heterogeneity of services.
5. What is meant by cycle of failure?
6. What is meant by services marketing triangle?
7. What are various classifications of services?
8. Highlight importance of marketing of financial services.
SECTION-B
UNIT-I
9. Highlight the salient features of various elements of the service marketing mix elements
with suitable examples.
10. Critically examine the various gaps in service quality. Recommend suitable strategies to
reduce such gaps in service quality with illustrations.
FirstRanker.com - FirstRanker's Choice
1 | M-76895 (S32)-1995
Roll No. Total No. of Pages : 02
Total No. of Questions : 17
MBA (2018 Batch) (Sem.?3)
SERVICES MARKETING
Subject Code : MBA 922-18
M.Code : 76895
Time : 3 Hrs. Max. Marks : 60
INSTRUCTIONS TO CANDIDATES :
1. SECTION-A contains EIGHT questions carrying TWO marks each and students
has 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 student has to
attempt any ONE question from each Subsection.
3. SECTION-C is COMPULSORY and consists of ONE Case Study carrying TWELVE
marks.
SECTION-A
1. Define Services.
2. Highlight contribution of services in Indian economy.
3. What is meant by servicescape?
4. Highlight meaning of heterogeneity of services.
5. What is meant by cycle of failure?
6. What is meant by services marketing triangle?
7. What are various classifications of services?
8. Highlight importance of marketing of financial services.
SECTION-B
UNIT-I
9. Highlight the salient features of various elements of the service marketing mix elements
with suitable examples.
10. Critically examine the various gaps in service quality. Recommend suitable strategies to
reduce such gaps in service quality with illustrations.
2 | M-76895 (S32)-1995
UNIT-II
11. a) Outline Recommend strategies to build customer loyalty towards a service.
b) Describe the process of blueprinting of a service.
12. a) Highlight important factors to be kept in mind while designing a service.
b) Outline the new service development process with illustrations.
UNIT-III
13. a) Highlight role of the employees in delivery quality services with illustrations.
b) Outline types of intermediaries used in delivering a service.
14. Critically examine the various components of integrated services marketing
communication. Give illustration in support of your answer.
UNIT-IV
15. What factors should be kept in mind while fixing price for a service offering?
Recommend alternative pricing strategies of a service firm can pursue, by citing suitable
illustrations.
16. Critically examine need and importance of marketing of health care services. Highlight
salient features of health care marketing.
SECTION-C
17. Please read the case ?SUPERSHINE PARADISE? below and answer the questions
based on it :
A 5-star hotel group has successfully positioned itself as the business travellers? preferred
chain. The hotel has a huge clientele of premium segment, with a very high occupancy
rates on weekdays. The group plans to initiate a sales promotion scheme to achieve the
following objectives :
a) To enhance weekend occupancies.
b) To induce trial purchase by users who prefer hotels of the competitors.
c) To reinforce perception of the hotel as an exclusive product that admirably fulfils all
hospitality needs of high profile executives travelling on work, even their emotional
needs.
Questions :
a) Suggest a suitable sales promotion scheme for fulfilling the above objectives.
b) Which communication medium would you suggest to communicate information
about the sales promotion offer and why?
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.
FirstRanker.com - FirstRanker's Choice
This post was last modified on 22 March 2020