RAYALASEEMA INSTITUTE OF INFORMATION & MANAGEMENT

SCIENCES, TIRUPATHI
MBA IV SEMESTER - PRE FINAL
PAPER: MARKETING OF SERVICES
Duration:
3
hours
Max.marks: 70
PART-A
Descriptive Type Questions
Each Question Carries 10Marks
1) (a) Define services and discuss its importance in modern business.
Or
(b) What are the components involved in marketing mix of services market?
2) (a) Explain the steps involved in planning process of services marketing?
Or
(b) Discuss how to position the services of a product?
3)
(a) Discuss the role of communication in services of marketing?
Or
(b)Explain various tools of CRM?
4)
(a)What are the issues in implementation of technology in services?
Or
(b) Discuss the steps involved in customer retention?
5)
(a) Explain the importance of financial services?
Or
(b)How to market health services?
PART-B
(20 marks)
(Case analysis) (Compulsory)
Business today, September 2002 issue reported that, Gloom was the prevailing the meat the press conference
called by the cellular operators association of India on august 19, 2002 all the suits of the stage with the
exception of MTNLs JM Misra reeled of number and factoids painting an extremely dismal picture of the
sector. it was left to Bharathi enterprises CEO,Sunimittal,to remind his brethren that the purpose of the meet
was to celebrate the 8 million-subscriber milestones.
Mittals Bharathi televentures is a listed company a ranity between Indian Telco and
that may explain his reluctance to admit that the sector is in the throes of crisis. A little prodding and he
confess, on an accumulated basis, no cellular service company has positive cash flow.
The numbers paint a bleak picture Telco invested a close to 6 billion dollars in 51
cellular network to which none has yet some have been around 7 years now became self financing. The
sectors accumulated losses are expected to increased from Rs6, 929crores in 2000-01 to Rs7, 719 crores in
2001-02and the losses are expected to increased by an additional Rs 1,000 crores this year. Two big players
Idea and Bharathi have tooted up losses of Rs 212crores and Rs 140 crores.Hutchison Telecom chief Sami
Ghosh says: The entire industry is profit-negative and cash flow negative today.
Questions:
1. What is the reason for mounting losses in cellular sector in India?
2. If you were the marketing manager of Bharathi Enterprises, what are the strategies you propose to make
the organisation come out of continuous losses?
RAYALASEEMA INSTITUTE OF INFORMATION & MANAGEMENT SCIENCES,
TIRUPATHI
MBA IV SEMESTER - PRE FINAL
PAPER: RETAIL MANAGEMENT
Duration:
Max.marks: 70
PART-A
Descriptive Type Questions
Each Question Carries 10Marks

hours

1)

(a) Define Retail management? What is the significance of retail management? Or

(b) Explain different types of Retailers?
2)
(a) Outline the factors which are influencing retail site location ? Or
(b) Briefly explain about the marketing management elements relating to retailing?
3)
(a) What do you understand by Assortment plan ? How do you develop it? Or
(b)What factors are influencing Retail pricing?
4)
(a) Examine the process involved in building customer relationship management? Or
(b) Discuss on close rapport between Retailing and Information technology?
5)
(a) Discuss the challenges and opportunities of retailing in India? Or
(b)How important is research in retailing? What are the sources of data for Research?
PART-B
(20 marks)
(Case analysis) (Compulsory)
BOOK CAFE
Sandeep dutt is the man behind the BOOK CAFE a twenty store book retail chain. Sandeep had observed
that many book lovers (or consumers) aged anywhere between 15 to 40 years of age, who desired for a great
place to browse through books in leisure were not able to meet this demand in the present retail scenario. In
the words of sandeep consumers find it difficult to get good books, and look for a place to spend their
leisure hours if they do not find them.BOOKCAFE is an attempt on the part of sandeep by concentrating
on this single sector.
Co -branding and Co-location strategy
Book cafe had earlier been a family owned book store called English Book Depot. In order to be able to
deliver a significantly superior experience, sandeep set out to sell a tempting retail model of sharing
common premises with a co-retailer, while building nationwide franchise operations.
Sandeep was of the opinion that sharing common retail space, with clearly demarcated sales
areas would help a retailer to reduce expenses considerably in terms of cost of search, negotiation and
property development. Such moves could also offer tremendous leeway to select strategically placed
properties, which single retailers would otherwise find to be very expensive. For instance, a tie-up with
cafecoffe day helps Book Cafe, to motivate those who walk in for coffee to brose and purchase
books.addede to this, a book shop will help to add value to the customers plain vanilla coffee
experience.Ultimately; it helps that co-retailers can tap a common audience.
For Book Cafe, this began as an experiment in Dehradun with Barista and is now being replicated
in Ludhiana, Chandigarh, Jaipur, Delhi, Lucknow, Kanpur, Agra and many other cities in North India. Book
cafe now has built up tie-ups with retailers such as CafeCoffe Day, Nirulas, Barista and Subway by using
co-branding and co-location strategies to set up a 20 store book retail chain.
Future plans
It is said that after tying up with a book-shop Cafe reported sales growth of 50-100%reveals sandeep
dutt.Further, even existing book shops with a cafe added reported sales to have zoomed up to 200%.This
could probably be attributed to the fact that espresso bars and other such co-locations have a footfall of over
100 plus customers in a day which will help achieve growth in book sales.
Dutt is planning to open Book cafe at six more locations in four months time. So far, the stores are yet to
breakeven, eventhough, the chain has been able to get a turnover of Rs.2.5 crore for the year 20042005.Each outlet is doing about Rs.1.5 loch of business per month, with a few even touching Rs.4 lakh The
future plans include wanting to open around 330 small format stores (300-500sq.ft.) in the coming five years
and 20 large formats (1000-1500 sq.ft.) stores in another four years.
Although Book Cafe has tasted success with their co-location co-branding strategic tie-ups there are
apprehensions from certain their location persons about its effectiveness in the long run. According to
Devangshu Datta, CEO, a retail consultant based in Delhi. there is no book cafe branding upfront, the brand
may be subsuming itself with that of its co-retailer and this may not be a good idea in the long run to tackle
this issue rolling out standalone book cafes is being worked out.Further, the chain is also working on a
portfolio of book retailing brands-such as Kitab Cafealongwith the current book cafe.
Questions:
1 What could be the various marketing tools which can be used by Book cafe to reach across a wider
audience?
2. According to you, who could be the likely competitors for Book cafe and suggest ways to meet
competition?