Punjab Technical University 2005 M.B.A Business Administration SERVICES KETING (N2) MB 503 - Question Paper

SERVICES MARKETING (N2) MB 503 3rd/4th Sem May 2k5


Max marks 60

Note: part A is compulsory. Attempt any 4 ques. from part B.

part A Marks two every
1.
(a) What do you mean by Service Marketing?
(b) What are the components of Services Marketing Mix?
(c) What do you mean by Service Positioning?
(d) What is customer service function?
(e) What are the benefits of customer participation in service deliver?
(f) What are supplementary services?
(g) What do you mean by service recovery?
(h) What are the different service scope types?
(i) Define Services management Trinity.
(j) What are waiting line strategies?

part B Marks 10 every

2. What are the different reasons for growth of the service economy? discuss the salient characteristics of the Services.

3. What are the purposes of Market segmentation in services? discuss different bases of segmentation you would recommend to segment service markets. provide suitable illustrations.

4. (a) explain the concept of internal marketing with examples.
(b) Outline the different elements of services marketing communication.

5. What are the objectives of pricing in services? What factors should be considered while deciding the price of the service? discuss different pricing strategies for services.

6. Describe the different gaps that could exist in services quality. provide illustrations. elaborate your prescriptions for reducing such services quality gaps?

7. Write notes on:
(a) Relationship marketing
(b) Inter-functional conflicts.

Earning:   Approval pending.