MBA/MPE 2014

Fifth Trimester Examination - 2009

SERVICES MARKETING
Full Marks – 70
Time : 3 Hours

Answer Question No.1 which is compulsory and any five from the rest.

The figures in the right-hand margin indicate marks.

1. Answer the following questions : [2x10

a) What are the five criteria of evaluating service quality?
b) List down three critical factors that affect prices of service products.
c) What do you understand by preventive pricing?
d) What are the different types of service performance metrics?
e) In the service concept model, what are the different levels of service
benefits?
f) What are the location related issues in service marketing?
g) What is the service recovery paradox?
h) What are the key objectives of customer feedback system?
i) What are the key steps in service planning?
j) How branding is used in service marketing? Give two examples.
2. Three characteristics of a hotel business are intangibility, variability and
perishability. What implications do each of these three characteristics have in
managing a hotel? Explain for each, with examples. [10
3. Explain what Service blueprinting is, along with its essential components and
uses. Prepare a blueprint of an overnight package delivery service. [10
4. Assume you are manager of a winter ski resort in Canada. Explain how you might
use both demand oriented and capacity oriented strategies to smooth the peaks
and valleys of demand during peak and slow periods. [10
5. With the help of a Service industry of your choice, explain the Gaps Model. [10
6. The health care industry is witnessing growth as well as intensifying competition.
A number of large players such as Apollo Hospitals, Bombay Hospital and
AIIMS are large as well as well recognized players in the hospital sector.
A new player is planning to enter the hospital sector. Explaining the
characteristics of the hospital services, elaborate recommendations to design the
new hospital and ways in which it can effectively compete with hospital players
already present? [10
7. Explain various approaches to pricing of services with examples. [10
8. Relating the concept of technical quality and functional quality, how would you
define these for day to day services like (a) home delivery of milk, (b) city
transport system? [10

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 MBA/MPE 2014

Fifth Trimester Examination - 2008

SERVICES MARKETING
Full Marks – 70
Time : 3 Hours

Answer Question No.1 which is compulsory and any five from the rest.

The figures in the right-hand margin indicate marks.

1. Describe the following concepts briefly : [2x10

a) Derived demand.
b) Intangibility of a service.
c) High-touch Vs High-tech services.
d) Service encounter.
e) Use of historic data for demand measurement of services.
f) Service culture.
g) Customer-defined service standards.
h) Service quality dimensions.
i) Adequate level of service.
j) Credence quality.
2. Define a service and distinguish it from a product. What are the major challenges
the service marketer faces vis-a vis- the product marketers? Identify the typical
characteristics of a service product. [4+3+3
3. In What way emotions and moods influence consumer behavior for services ? What
are the major problems that a marketer would face due to customer involvement in
service delivery ? What steps can a coffee shop take to build up a positive attitude
among its customers? [3+3+4
4. What do you mean by service encounter? Classify the difference between high-
contact and low-contact services. Explain with suitable examples how the nature of
the customer’s experience may differ between the two. [2+4+4
5. Define a service product. How branding is used in marketing of services ? What is
the distinction between a corporate brand and sub brands in case of a hotel chain ?
[2+4+4
6. Define service quality and identify its dimensions. Elaborate the SERVQUAL
model in explaining the quality issues in customer satisfaction. [2+2+6
7. How can a service firm compute its unit costs for pricing purposes? From a
customer perspective, how would you price the following services: [4+2+2+2
a) A hairdressing saloon
b) A legal firm
c) A night club.
8. What is the service recovery paradox? Under what conditions is this paradox most
likely be hold? Why is it best to deliver the service as planned, even the paradox
hold in a specific context? [3+3+4

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 MBA/MPE 2016

Fifth Trimester Examination - 2007

SERVICES MARKETING
Full Marks – 50
Time: 3 Hours

Answer Question No.1 which is compulsory and any five questions from the remaining
questions.

The figures in the right-hand margin indicate marks for the questions.

1. Answer the following questions: [1x10

i) Which type of pricing approach should a service provider adopt in a
Oligopoly market?
a) Cost based
b) Demand based
c) Innovation based
d) Competition based
ii) The online railway reservation is an example of which type of service
encounter?
a) Face-to-face encounter
b) Phone encounter
c) Self-service technologies
d) None of the above.
iii) Which of the following is not a good approach to segment the tourism
industry ?
) Benefit segmentation
) Geographic segmentation
) Life style and personality segmentation
) Demographic segmentation.
 iv) Which of the following is not a capacity constraint faced by a service provider
?
) Facilities
) Labour
) Equipment
) Financial resources.
v) Which of the following criteria is not considered by a customer while
evaluating his service experience?
) Speed
) Certainty
) Ease
) Standardization.
vi) Suppose in Bar, a rowdy customer slapped at the waiter but the waiter tried to
convince the customer about service failure, is an example of
) Adaptability
) Spontaneity
) Coping
) Recovery.
vii) Interactive voice mail service is
) Remote encounter
) Phone encounter
) Face-to-face encounter
) None of the above.
viii) Which of the following is the key approach to add value for customer
retention?
) Functional value addition
) Regard for frequent use
) Personalized marketing
) Adding services to the brand
) None of the above.
ix) Which allows for the remote facility to exchange information to banking
transaction?
 a) E-banking
b) ATM
c) Credit
d) None of
the bank
e) None of
the above.
x) In which market segmentation does the credit card fall?
a) Demographic segmentation
b) Benefit segmentation
c) Usage segmentation
d) Service segmentation
e) None of the above.
2. Most service providers give toll free numbers at the end of any advertisement in the
print or electronic media.What purpose to these toll free numbers serve in consumer
buying process? [8
3. In what way to emotions and moods influence consumer behavior? What steps can
a coffee bar chain take to build positive attitude among customers? [8
4. What are the various target marketing strategies that service provider use? Identify
the strategy used by Air Deccan? [8
5. People one of the services marketing mix elements not just refers to front-line
employees but also the customers. Explain this statement by taking any service as
an example. [8
6. Usually services are high on experience qualities and credence qualities while
products are high on search qualities. This makes judging the quality of services
difficult. Explain this statement. [8
7. Insurance companies sell their services mainly through agents and brokers, instead
of selling them through their own personnel. What are the major reasons for their
adopting such a distribution strategy? [8
8. Many banks are now targeting high net worth individuals for expanding their
business. In view of the competitive banking what should a banker do to establish
long term relationship with customers in the target segment? [8
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