Punjab University 2010 M.B.A Services keting - Question Paper
PU MBA 2010 Services Marketing
[Total No. of Pages : 02
Paper ID [B0240]
Roll No.......................
Total No. of Questions : 13]
(Please fill this Paper ID in OMR Sheet)
MBA (MB - 503) (S05) (LE) (Sem. - 4th) SERVICES MARKETING
Maximum Marks : 75
Time : 03 Hours
Instruction to Candidates:
1) Section - A is Compulsory.
2) Attempt any Nine questions from Section - B.
Section - A
Q1)
a) Concept of service marketing.
b) Explain service marketing triangle.
c) Customer perception.
d) What is targeting?
e) Demographic segmentation of a market.
f) What is service development?
g) Positioning Map.
h) Types of servicescape.
i) What is service failure? j) What is encounter error? k) Communication strategies.
l) Service productivity.
m) Service Management Trinity.
n) Causes of poor service quality.
o) Define interfunctional conflicts.
Q2) Explain growth of service sector economy.
Q3) Explain quality gaps model in detail.
Q4) How will a marketer understand customer expectations and perceptions through market research.
Q5) Explain various types of market segmentation in service marketing.
Q6) How will you design service in airline industry.
Q7) Explain various supplementary services in new developing services.
Q8) Explain various strategies for effective delivery through employees.
Q9) Differentiate high-contact and low-contact systems in service design considerations.
Q10) How will you manage capacity in service sector?
Q11) Explain various factors and approaches to pricing decision in service marketing.
Q12) How will you solve interfunctional conflicts in service marketing?
Q13) What is service quality? How it can be improved?
A-469 2
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| Earning: Approval pending. |
