Periyar University 2010-6th Sem B.B.A -SERVICE KETING- Question Paper

(6 pages)

SJNfo. 2594

(For th,e candidates admitted from 2006-2007 onwards)

B.B.A. DEGREE EXAMINATION, APRIL/MAY 2010.

Sixth Semester

SERVICES MARKETING

Time : Three hours    Maximum : 100 marks

SECTION A (10 x 2 = 20 marks)

Answer ALL the questions.

All questions carry equal marks.

Each answer should not exceed 6 lines.

1.    What are the myths about services?

2.    What is services marketing triangle?

3 What is perception?

4.-What is consumer behaviour?

(jWhat is market segmentation?

ftrBefine services.

7-Who are service personnel?

What is physical evidence?

AVhat is GATS?

IQ/ What are the service dimensions of medical services?

SECTION B (5 x 4 = 20 marks)

Answer ALL the questions.

All questions carry equal marks.

Each answer should not exceed 2 pages.

lj/Ca) What are the opportunities that are available in services marketing?

Or

(by What is the need for service management? -Explain.

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1SJ. (a) Why would a service marketer need to understand both types of service expectations?

Or

(b) Why are desired expectations more stable than adequate service expectations?

13. (a) Explain the strategies of positioning of a

service.

Or

(b) What are the techniques of selection of market?

14, (a) Suggest three services for which the location    of a service organisation is unimportant.

Why?

Or

(b    re the elements in the marketing mix

for services?

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(a) What are the services the concept of service marketing suitable?

(b) What are the service dimensions of hospitality?

SECTION C (5x12 = 60 marks)

Answer ALL the questions.

' _# /

'All questions carry equal marks.

Each answer should not exceed 5 pages.

'a) Describe the factors contributing to the growth of services marketing in the Indian context.

Or

classify

services.

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[P.T.O.J

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(aVVShat type of environment prevails for services? - Discuss.

Or

(b) Describe the models of consumer behaviour.

18- (a) What are the bases of market segmentation?

Or

(b) Suggest guidelines for selecting target market.

19. ($) What are the sales promotional tool used by service organizations?

Or

(b) Select a service industry of your choice or which you are familiar. How do service principals in that industry distribute their services? Also, develop possible approaches to manage intermediaries.

Discuss the problems connected with the marketing of services at international level.

Or

Briefly explain service mix characteristics and marketing strategy of financial services.

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Attachment: periyar-university-2010-b-b-a-3719-1.jpg periyar-university-2010-b-b-a-3719-2.jpg periyar-university-2010-b-b-a-3719-3.jpg

Earning:   Approval pending.