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[3178J-201
M. M. M. (Semester - II) Examination - 2007
SERVICES MARKETING
(New Course)
Time : 3 Hours] [Max. Marks : 70
Instructions :
(1) Attempt any two questions from Q. 1 to Q. 4. Each of them
carries 15 marks.
. (2) Q. 5 and Q. 6 are compulsory. Each of them carries
20 marks.
Q.I) "Liberalisation, Privatisation and Globalisation has propelled growth of
services sector in India in last 5-6 years." Do you agree with the statement ?
Justify your answer.
Q.2) In financial services marketing, 'process' and 'physical evidence' are very
important. Discuss this statement giving suitable examples.
Q.4) Billjunction.com is an e-bill pay service of ICICI Bank, which has proved
to
be very successful, compared to physical bill-payment collection service.
Which distribution strategies of these services, do you think have made
this billjunction.com successful ? Why ?
Q.2) Explain giving all relevant details, the factors considered in planning
Retail Store's Layout and also the Interior Designing.
[14
]
Q.3) Choose any high-profile Retailer like Shopper's Stop or Big Bazar,
known to you. Describe in detail how they use store-based, merchandisebased,
Retail Marketing Communication in the Form of Advertising
and point of sale promotional materials.
[14]
Q.2) Compare top-down and bottom-up approaches and explain whether they
should give the Sales Manager the same figure of the Company Sales
Forecast.
Q.3) What is a Sales Budget ? What are the purposes of the Sales Budget ?
What
procedure is typically followed by a company to prepare its Sales Budget ?
Q.4) What are Sales Quotas and why it is important for a Sales Manager to. set
quota's for sales people ?
Q.5) (A) WThy Line Sales Organisaton is not suited to a Large Organisation ?
(B) Which type of Basic Organisation Structure would you recommend
for a large company operating globally and trying to gain greater
customer resporisiveness and efficiencies ?
Q.6) What are the major stages in the sales force staffing process ? Which
activity or part is considered by Sales Manager as the most difficult in the
entire staffing process and why ?
[3178]-203 1 P.T.O.
Q.7) (A) Briefly describe the procedure for Designing Sales Territories.
(B) Why a good number of companies are increasingly using assessment
centres as a tool of selection process ?
Q.8) (A) What is the difference between a Prospect, Suspect and Sales Leads ?
How the probable prospects are qualified ?
(B) How sales people understand prospect's needs ?
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Q.2) Discuss with the help of appropriate examples : "Middlemen are necessary
evils."
Q.3) Present and justify a scheme of distribution channel for each of the
following :
(a) High-tech High-value Industrial Products
(b) Bio-technology-based Product to Boost Agricultural Yield
(c) Low-price Readymade Clothes
Q.4) Discuss the Role of Information Technology in Logistics, quoting suitable
examples.
Q.5) Describe the Scope and Significance of Supply Chain Management.
Q.6) Identify various opportunities for Controlling the Costs in a Distribution
Channel.
[3178]-204 .-;>,*• 1 P.T.O.
Q.7) Write short notes on any two :
(a) Channel Leadership
(b) Changing Nature of Retail Business
(c) Global Marketing Channels
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