Vinayaka Missions University 2008 M.B.A Executive SERVICE KETING t Correspondence - Question Paper

COURSE CODE - 2040307
PG DEGREE exam – SEP 2008
MBA (EXE)
SERVICE MARKETING
(For Candidate Admitted from Calendar 2007 Onwards)
Time: three Hours Max.Marks:75
Section-A
ans all the Questions: 15 X one = 15
1. What do you mean by service marketing?
2. Why is time so important in services?
3. provide a short note on consumer perception?
4. What is meant by Targeting?
5. provide the meaning of positining?
6. What is service market segmentation?
7. What do you meant by branding?
8. Explain: Cyber space servicing?
9. provide the meaning of internationally distributed services?
10. Write a short note on customers Loyalty?
11. What is customer’s feedback?
12. What is service marketing mix?
13. Write note on ISO 9000 certification?
14. List out any 3 applications of service marketing?
15. provide the examples of financial services offered by banks to its
customers?
Section-B
ans any 5 Questions: five X six =30
16. a) discuss the nature and importance of services marketing?
(Or)
b) Distinguish ranging from goods marketing and services marketing?
17. a) elaborate the importance’s of market segmentation for service
products?
(Or)
b) Clarify the difference ranging from High-contact and Low –contact
services and discuss how the nature of the customers experience may
differ ranging from the two?
18. a) What is the role of branding for service products?
(Or)
b) How can we charge various prices to various segments without
customer’s feeling cheated?
19. a) How can services be distributed? elaborate the main modes of
distribution?
(Or)
b) How can capacity management techniques be used to match
variations in demand?
20. a) Why is customer’s loyalty an important driver of profitability for
service firms?
(Or)
b) How can you improve the relationship with the customer’s in the
hospitality industry?
Section-C
ans any 2 Questions: two X 15 = 30
21. discuss the factors influencing the service expectations by customers?
22. elaborate the key concepts underlying competitive positioning
strategy in services?
23. discuss the Hierarchy of new service categories and how can you
achieve success in New service development?
24. provide your suggestions to improve the service quality and productivity
of an educational institution?
25. How can you create Bonds with customers through membership
relationship and loyalty programs?

Earning:   Approval pending.