Andhra University 2004 M.B.A keting of Services - Question Paper

Test Papers of Andhra University SDE MBA (DM) - AMDM - 306 - Marketing of Services - 2004
Third Year

Time : 3 hours

Maximum : 75 marks

1. part A consists of 8 short ans ques.. The candidate has to ans 4 ques.. The ans shall not exceed one page every.
2. part B consists of 4 ques.. every ques. consists of either or options and the candidate has to ans either (a) or (b) from every ques.. The ans shall not exceed five pages every.
3. part C consists of Case which is compulsory and carries 15 marks.

part A - (4 x three = 12 marks)

1. Write briefly on any 4 of the following:

(a) Pure Service.
(b) Determinants of Service Quality.
(c) Consumer banking.
(d) Hospitality marketing.
(e) Public utilities.
(f) Tertiary sector
(g) Consultancy services.
(h) Ind Mark.

part B - (4 x 12 = 48 marks)

2. (a) elaborate the characteristics of services? discuss difficulties involved in marketing of services.

Or

(b) explain the scenario of banking services in India. discuss the need for marketing of banking services in the current situation.

3. (a) Critically analyse the strategy of Citi Bank in designing and delivering banking services to its customers.

Or

(b) elaborate the main problems involved in tourism marketing? Suggest an outline of marketing strategy for promotion of tourism in India.

4. (a) Why the concept of Family Planning assumes importance in Indian context? Critically examine the measures adopted for promotion of family planning in India.

Or

(b) provide an account of marketing of health services with special reference to Appolo Hospitals in India.

5. (a) elaborate the characteristics of educational services? Suggest suitable marketing mix for marketing professional educational services.

Or

(b) "Customer is always right". Comment on the statement and explain its implications while dealing with various types of customers by service organizations.

part C - (15 marks)

6. Mr. Narayanan, Chief Executive and promoter of Gum India Ltd. (makers of Big Fun and Champs chewing gum) came out with the concept of a chain of Masala Dosa outlets serving a standardized, economically priced masala dosa in a fast food environment.

Starting with this concept, he conceptualized a machine that would manufacture dosa automatically. A company was registered under the name and style of "Indian Food Fermentations Ltd." and work commenced upon developing the automatic Dosa Maker.

A year later, after over 5000 man hrs of R & D effort, a machine was evolved which could make dosa automatically. In this electrically operated machine, a dollop of batter would drop on the heated tawa; once dosa was ready, a dollop of masala would drop on to dosa and the dosa would be automatically folded and picked up and inserte4d in a peper bag for handling over to the customer. The batter and masala mix would be manufactured in a Central Plant at Nagpur and supplied to the numerous outlets all over India.

The company plans to provide Dosa making machines on lease to the franchises all over India and eventually also enter markets in Gulf and SE Asia where large Indian ethnic communities exist. A promotion is planned on a cooperative basis with the franchisees.

Mr. Narayanan is confident that his Dosa King dosas shall be of uniform, standardized quality and taste at all outlets and can be marketed at a very reasonable price of Rs. five per dosaleaving a 20% margin for the franchisee. He hopes to have 100 outlets in opted cities by mid 1992 and entered to about 50 towns with a network of 500 outlets within three years. Now Mr. Narayanan is wondering which market/town he should choose for his test marketing. He also has to decide whether he should provide higher priority to launching Dosa King franchise in Metros or whether he should go 1st to State Capitals and other large to medium towns. He had to decide whether his initial foray should be in North, East or Western India. He has ruled out South India as he feels the customers are likely to be very discriminating and might not accept his machine made dosa. Furthermore, he felt a dosa was not as much of a "fun" or "speciality" or "eating out" food in the south as in the rest of India.

Recently Mr. Narayanan was beset with a different dilemma. Although the Dosa King machine requires only eight sq.ft. booth for operating and can therefore be installed just about any where; he has been approached by a few restaurant operators who want to install it because of its novelty appeal. He has to decide whether to insist upon a separate booth independent of any restaurant or allow his machines to be operated from established restaurants.

Questions:

(a) Comment upon the service offer as conceptualized by Mr. Narayanan.
(b) Suggest possible launch strategy for Dosa King.
(c) Evaluate price and distribution strategies decided by Mr. Narayanan.

Earning:   Approval pending.