Other Master Degree-Master in Marketing Management (M.M.M) 2nd Sem SERVICES MARKETING(University of Pune, Pune-2013)
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M. M. M. ( Semester - II ) Examination - 2013
SERVICES MARKETING
(New 2008 Pattern)
Time : 3 Hours] [Max. Marks : 70
Instructions :
(1) Q. No. 7 is compulsory.
(2) Attempt any four from Q. Nos. 1 to 6.
(3) All questions carry equal marks.
Q.1) Describe four characteristics of Services which distinguish Marketing of Services from Marketing of Physical Products. Justify your answer with suitable examples.
Q.2) What is Service Blue Printing ? Illustrate with reference to a Three Star Hotel ?
Q.3) Taking the example of Service Organisation like Railways and Airlines. Identify the strategies they adopt to Tangibalise their Intangible Services.
Q.4) What are the main approaches adopted while Pricing Services ? Explain each of them.
Q.5) “Customer Satisfaction measurement is very important in Service Industry.” Comment with examples.
Q.6) Write short notes : (Any Two)
(a) Service Marketing Triangle
(b) Classification of Services
(c) Service Encounter
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Q.7) Case Study :
The Indians love travel all the time, more than 3 crores of Indians are on the move everyday ! Even in the days of poor teleconnectivity, lack of Internet and dismally uncomfortable transportation facilities, the Indians were travelling all round the year. The turning point for the Indian Tourism Industry came with the innovative compaign - ‘Incredible India’ launched by the Department of Tourism in the year 2002. In the light of this transformation underwent by the Indian Tourism and Travel Industry from an unorganised state to an organised one, hotels, travel agents and aviation witnessed a boom in their business. Also internet boom paved way for emergence of on-line travel agents like MakeMyTrip.Com and ClearTrip. Com; who had been dominating market for a long time. They made travelling a pleasure by offering various services to the tourists. ‘Saving Time and Money’ is no longer an appealing way of positioning any business. Rather, effectively creating a unique value proposition for the customers, place a company on pedestal. Yastra.com became a formidable on-line travel service provider in just 3 years. They provided integrated travel and tourism services line road/ train/air bookings, hotel booking, sightseeings arrangements, transit
insurance, and on-line payments. It has successfully fought with traditional and on-line travel agents to carve a niche in India Travel Services Segment.
Questions :
(a) What do you think are the factors which contribution to the upsurge in the Indian Travel Industry ? How the customers
perceived these factors ?
(b) From Services Marketing point of view, how on-line travel agents differentiate themselves from traditional travel agents in rendering the services ?
(c) What may be the factors which made Yatra.com successful just within 3 years from inception ?
| Earning: ₹ 7.05/- |
