88 MBA Third Semester (Services Marketing) BPUT
MODEL PAPER - I
SERVICES MARKETING
MBA - THIRD SEMESTER EXAMINATION
Time: 3 Hours Max. Marks: 100
Answer Part-A which is compulsory and any four from Part-B.
The figures in the right hand margin indicate marks.
PART - A
(Answer all the questions)
1) Fill up the blanks: 1 20)
a) Performance of certain types of acts or activities over individuals or
over their physical possessions with the help of people or machine or
both is known as ____.
b) ____ is the distinctive characteristic of services which is also referred
to as immediacy by some professionals.
c) Services marketing is marketing based on ____ and ____.
d) ____ is the term used to describe the combination of the four inputs
which constitute the core of a companys marketing system.
e) The ____is the dyadic interaction between a customer and service
provider.
f) ____ is a method by which the service delivery process is broken-
down into individual elements through a step-by-step mapping of the
process.
g) High ____ is imperative and important for competitiveness of service
industry.
h) Experience qualities are attributes that consumers can evaluate only
during or after the ____ process.
i) Service firms cannot build up inventories during periods of slow
demand to use later when ____ increases.
j) The demand curve is usually ____ sloping, since consumers will want
to buy more as price decreases.
k) ____ begins with giving an identity to the service beyond the one it has
within trade circles.
l) The word ____ is derived from the Latin word promovere, meaning
an attempt to shift the attention of people from one end of the
spectrum (disinterest) to the other (interest).
m) Understanding the ____ is of paramount importance to provide him a
good quality of service.
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89 MBA Third Semester (Services Marketing) BPUT
n) With the help of ____ research, the service providers are able to find
out the critical service failure points and their frequency.
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Model Papers 90
o) A ____ is composed of a series of interactive episodes between dyadic
parties over time.
p) Value may be best defined from the customers perspective as a trade-
off between the ____ versus the price paid.
q) ____ is the process and activities people engage in when searching for,
selecting, purchasing, using, evaluating, and disposing of products and
services so as to satisfy their needs and desires.
r) The decision to buy and use a service is made in the ____ stage of
consumer decision-making process.
s) ____ focuses attention on strengthening the public relations measures
by developing a rapport with media people and getting their
personalised support in publicising the business.
t) The growth in ____ industry is perhaps the fastest of all that within a
span of a decade or so it has become a multi-billion dollar industry.
2) Answer the Following Questions: Short Answer Type (210)
a) What is meant by inseparability of services?
b) Highlight the differences between characteristics of services and
goods.
c) What is service blueprint?
d) What are the variants of service triangle?
e) What do you mean by demand-supply management?
f) What is meant by capacity planning?
g) List the criteria for an effective research programme.
h) What are the two main considerations for service innovations?
i) Highlight search, experience and credence property.
j) Define service failures.
PART - B
(Answer Any Four Questions)
3) What are the different bases of classification of services? Discuss. (15)
4) a) Discuss the stages in service blueprint.
b) Describe the role and importance of internal marketing. (15)
5) a) Discuss different demand strategies for managing demand.
b) Highlight the factors influencing demand and service supply. (15)
6) Comment on service research and innovations. (15)
7) Highlight consumers distinctive behaviour patterns towards services. Also
describe factors influencing consumer behaviour. (15)
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91 MBA Third Semester (Services Marketing) BPUT
8) What is service recovery? Describe the principles of an effective service
recovery. (15)
9) Comment on reducing service failures. Also explain major service recovery
techniques. (15)
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Model Papers 92
MODEL PAPER - I
SERVICES MARKETING
MBA - THIRD SEMESTER EXAMINATION
Time: 3 Hours Max. Marks: 100
Answer Part-A which is compulsory and any four from Part-B.
The figures in the right hand margin indicate marks.
PART - A
(Answer all the questions)
1) Fill up the blanks: (1 20)
a) The service economy has evolved through different stages viz., ____
stage, ____ stage and ____ stage.
b) In 2014-15, ____ is at the top in services GSDP with a share of 87.5
per cent.
c) The three more Ps, that the marketing mix for services involve are,
____, ____, and ____.
d) Servicescape is a concept that was developed by ____.
e) A strategic framework known as the ____ visually reinforces the
importance of people in the ability of firms to keep their promises and
succeed in building customer relationships.
f) External marketing is the interaction of the service company with the
____.
g) The ____ is used by service providers to tangibilise their intangibles.
h) ____ is the difference between the company understanding of
customer expectations and development of customer-driven service
designs and standards.
i) A service organisation can attract customers away from the peak
periods by offering its services at ____ prices during ____ demand
periods.
j) In the context of capacity planning, ____ is the maximum amount of
work that an organisation is capable of completing in a given period of
time.
k) Service place is also known as ____ or ____.
l) ____ is a situation of discord or disagreement between channel
members from the same marketing channel system.
m) The objective of ____ research is to find out the critical requirements of
the customers before launching of a service or a product in the market.
n) A ____ benefits both the service producer and customers and it
improves its developers competitive edge.
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93 MBA Third Semester (Services Marketing) BPUT
o) The 80/20 rule, i.e., 20 per cent of ____ and 80 per cent of sales or
profit.
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Model Papers 94
p) In ____ CRM, numerous interconnected delivery channels are used in
business for automation of horizontally linked processes like front
office touch points for customers (customer service, sales, marketing,
etc.).
q) ____ refers to the actions taken by an organisation in response to a
service failure.
r) Reducing ____ requires that firms keep an accurate record of customer
complaints and encourage customers to complain when there is a
problem.
s) ____ was the first telecommunication market segment where private
ownership and competition were introduced in many countries.
t) ____include all services dealing with the diagnosis and treatment of
disease, or the promotion, maintenance and restoration of health.
2) Answer the Following Questions: Short Answer Type (210)
a) Define services marketing.
b) What do you mean by expanded marketing mix of services?
c) Write any two objectives of servicescape.
d) What is SERVQUAL model of service quality?
e) Define core and augmented services.
f) List the roles of service promotion.
g) What do you understand by relationship value of customers?
h) What is e-CRM?
i) Describe in short the market segmentation of information technology
enabled services.
j) Give concept about marketing mix of telecom industry.
PART - B
(Answer Any Four Questions)
3) What are the challenges faced in services marketing? (15)
4) a) Explain the role of servicescape in achieving organisational objectives.
b) Discuss the strategies to improve the service quality in detail. (15)
5) a) Identify and explain the gaps in service delivery.
b) What are the five dimensions of service quality? (15)
6) What are the various brand name decisions? Explain strategies for
branding of services. (15)
7) Describe the impact and resolution of channel conflict. (15)
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95 MBA Third Semester (Services Marketing) BPUT
8) What do you mean by customer life time value (CLTV)? Also discuss its
dimension and the issues in CLTV. (15)
9) What is meant by marketing strategies for health services? Also explain the
market segmentation for it. (15)
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