M.B.A. DEGREE EXAMINATION, NOVEMBER/DECEMBER 2010
Elective
BA 9253 — SERVICES MARKETING
(Regulation 2009)
Time : Three hours Maximum : 100 Marks
Answer ALL questions
PART A — (10 × 2 = 20 Marks)
1. Define Service Economy.2. What are the characteristics of Services?
3. How is Services Classified?
4. What do you mean by forgetting and positioning?
5. Define Service Quality.
6. What is meant by Service Blue Print?
7. What are the determinants of pricing for Services?
8. Define Relationship Marketing.
9. What is Tourism Marketing?
10. What do you mean by Green Marketing?
PART B — (5 × 16 = 80 Marks)
11. (a) Discuss the Nature and Scope of Service Marketing in India.Or
(b) ‘‘Many Economics in the world are transforming as Service Economies’’.
Is this a positive direction? Why?
12. (a) Choose a service of your choice and explain the Marketing Mix for
Services? (7 ps)
Or
(b) What are the basic steps in Market Segmentation? What specific
challenges exist for service organizations when it comes to segmentation?
13. (a) Explain the SERVQUAL model with examples.
Or
(b) Explain how the ‘‘Service Quality Delivery’’ in financial products are
improved by technology. Illustrate with examples.
14. (a) What is customer focused pricing? Analyze the pricing strategies involved
in Cellular Services Industry.
Or
(b) (i) What is Service Positioning?
(ii) ‘‘The Performance of Service Delivery Systems is frequency judged
in terms of efficiency and productivity. Discuss.
15. (a) There is feeling among people that Private Banks Operating in India give
better service and perform better than the Nationalized Banks. Do you
agree? Why?
Or
(b) Suggest suitable strategies to promote Indian Tourist destinations to the
global market. Justify.
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