Amrita Vishwa Vidyapeetham 2007 M.B.A keting Management MB 313 - Question Paper

M.B.A. Marketing Management MB 313 Dec 2007
Time : 3 hours Maximum : 100 marks
part A — (5 ? eight = 40 marks)
ans any 5 ques..
1. Explain the significance of service marketing.
2. What are the processes of service market segmentation?
3. Explain the importance of service positioning.
4. What is services marketing strategy formulation? How is it formulated?
5. Explain the process of new service development.
6. Outline the main factors which must be considered when making decisions about services location.
7. Explain the importance of promotion in service marketing.
8. How can the different gaps of service quality be closed?
part B — (4 ? 15 = 60 marks)
ans any 4 ques..
9. Explain the detail the different classification of services.
10. Comment on the difficulties faced by marketers in differentiating their services from those of competitors.
11. Discuss the different components of Marketing planning process.
12. Explain in detail the different product strategies which are available to a service firm.
13. ‘Pricing of services is more flexible than pricing of
goods’ – explain.
14. Summarise a wide array of possible objectives of promotion relating to customers, intermediaries and competitors.
15. Explain in detail the different generic dimensions used by customers to evaluate service quality.

Earning:   Approval pending.