Biju Patnaik University of Technology 2009 M.B.A Service keting - Question Paper

5th Trimester Examination- 2009
SERVICE MARKETING
FULL MARKS- 70
TIME-3 HOURS

1. ans the subsequent questions: [2*10=20]
a) elaborate the 5 criteria of evaluating service quality?
b) List down 3 critical factors that affect prices of service products.
c) What do you understand by preventive pricing?
d) elaborate the various kinds of service performance metrics?
e) In the service concept model, elaborate the various levels of service benefits?
f) elaborate the location related problems in service marketing?
g) What is the service recovery paradox?
h) elaborate the key objectives of customer feedback system?
i) elaborate the key steps in service planning?
j) How branding is used in service marketing? provide 2 examples.

2. 3 characteristics of a hotel business are intangibility, variability and perishability. What implications do every of these 3 characteristics have in managing a hotel? discuss for each, with examples. [10]

3. discuss what Service blueprinting is, along with its essential components and uses. Prepare a blueprint of an overnight package delivery service. [10]

4. presume you are manager of a winter ski resort in Canada. discuss how you might use both demand oriented and capacity oriented strategies to smooth the peaks and valleys of demand during peak and slow periods. [10]

5. With the help of a Service industry of your choice, discuss the Gaps Model. [10]

6. The health care industry is witnessing growth as well as intensifying competition. A number of large players such as Apollo Hospitals, Bombay Hospital and AIIMS are large as well as well recognized players in the hospital sector.
A new player is planning to enter the hospital sector. Explaining the characteristics of the hospital services, what are recommendations to design the new hospital and ways in which it can effectively compete with hospital players already present? [10]

7. discuss different approaches to pricing of services with examples. [10]

8. Relating the concept of tech. quality and functional quality, how would you describe these for day to day services like (a) home delivery of milk,
(b) city transport system? [10]

Earning:   Approval pending.