Punjab Technical University 2007-3rd Sem M.B.A - SERVICE KETING - Question Paper

1409
SERVICE MARKETING
MBA
MB-503
3RD /4TH Semester (2096)

Time: three Hours Max Marks:75

Note: Part A is compulsory and have 15 short ans ques. of two marks every. Part B is consists of 12 long ans ques. of five marks each,out of which you have to attempt 9 ques..


Part A (15x2=30)

1.
a. Define service Marketing.
b. What is service management trinity?
c. Define servicecape?
d. What do you mean by service recovery?
e. What do you mean by inter-functional conflicts?
f. Highlight role of intermediaries in delievering quality services.
g. Highlight the meaning of customer service functions.
h. What are the purposes of segmenting the services Markets.
i. What do you mean by supplementary services.
j. What are positioning maps.
k. Suggest ways to manage demand for services.
l. Suggest different bases for segmenting market for a service.
m. What is meant by perishability of a service.
n. Define Relationship marketing.
o. What is service targeting.
2. What are the reasons for the growth of the services sector? discuss with suitable example.
3. Explain salient feature of different elements of the services marketing mix.
4. Critically examine the characteristic features of Services, by citing examples.
5. Write a note on classification of services.
6. Why is it important to understand customer expectations and perceptions? discuss with examples.
7. Explain the benefits of relationship marketing. What strategies you would recommend for developing and maintaining relation with the customers?
8. Suggest suitable waiting line strategies for a service organization. provide suitable examples.
9. Elaborate on the role of employees in delivery quality services, with suitable illustrations.
10. Explain the concept of internal marketing , with examples.
11. Outline the salient features of different element of services communication mix.
12. What are the option pricing strategies you would recommend to a service organization? Iilustrate
13. Outline different gaps that can exist in services quality. elaborate yopur prescriptions to decrease such gaps.

Earning:   Approval pending.