Uttar Pradesh Technical University (UPTU) 2009-3rd Sem M.B.A - -- keting of Services - Question Paper
MBA
(III sem) ODD semester Theory exam
Marketing of Services
Printed Pages: 3 MBAMKOI(N
(Following Paper ID and Roll No. to be filled in your Answer Book)
RoH No. [ [ 1 I [ [ j I I [ ~|
PAPER 10: 7123
(SEM III) ODD SEMESTER THEORY EXAMINATION 2009-10 MARKETING OF SERVICES
Time : 3 Hours] [Total Marks : Wt)
Note : (I) Attempt all questions.
(2) All questions carry equal marks.
(3) Be precise in your answer.
(4) No second answer book will be provided.
1 Attempt any four parts of the following : 5x4=20
(a) "Service economy is a cultural construct." Elaborate.
(b) What is service quality and why is service quality difficult to evaluate or measure ?
(c) How is the service package developed to be an augmented service offering ?
(d) Why has a need for internal marketing emerged in service firms ?
(e) What are the various approaches to services target market selection ?
(f) What is a brand ? What is the difference between brand image and brand identity 9
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2 Attempt any two of the following : 10x2=20
(a) Both buyers and sellers seek relationships. Elaborate.
(b) What different roles do customers perform in service processes ?
(c) What is the role of promotions in marketing of services ?
(d) What kind of pricing strategies are being used by :
(i) Cell-phone
(ii) Retailers.
3 Attempt any two of the following : 10x2=20
(a) "Globalisation of services is quite different from that of goods." Discuss and elaborate.
(b) What is the importance of customers in service marketing ?
(c) Why should the service marketers concern themselves with new developments in technology ? Discuss.
4 Answer any two of the following : 10x2=20
(a) Discuss the marketing mix strategies related with insurance sector. Explain with suitable examples.
(b) "Inseperability of financial services poses a number of challenges for marketers." Elaborate.
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(c) "Internationalisation of services has new challenges for service providers." Discuss.
5 Write short notes on any two of the following : 10x2=20
(a) Future of telemarketing for promoting the banking business in India.
(b) What are the challenges to globalisation of service 7
(c) What are the customer's expectation related to the Home loan services ?
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