Dibrugarh University Question Paper - Service Marketing (May' 2015)

2015 (May)
Course: 403
(Service Marketing)
Full Marks: 80
Pass Marks: 32
Time: 3 hours
The figures in the margin indicate full marks for the questions.
1. Fill in the blanks:                          1x8=8
a)      In service mix a hotel is an example of ____ service.
b)      ‘DINK’ is a reason for growth of services. The full form of ‘DINK’ is ____.
c)       In insurance sector, the price is called ____.
d)      The phrase ‘Marketing Mix’ was first used by ____.
e)      The pricing strategy in which payment is to be made only after the results are achieved is called ____ pricing.
f)       In gap model, the gap between expected service and perceived service is considered as gap no. ____.
g)      In SWOT, opportunities and threats are ____ factors.

h)      A service is an act or ____ offered by one party to another.
2. Write short notes on any four of the following:             4x4=16
a)      Service marketing triangle.
b)      Customer perception.
c)       Packaging.
d)      Targeting.
e)      Expanded marketing mix.
f)       Advertising.
3. (a) Discuss the origin and growth of service marketing.              3+8=11
(b) Enumerate the factors of macro- and micro-environment for marketing of services.                                 6+5=11
4. (a) Discuss the nature and determinants of customer’s expectation of services.                            5+6=11
(b) What is service expectation? Explain various types of customer’s expectations of services.   3+8=11
5. (a) Discuss the causes behind service quality problems.            11
(b) Define Branding. Discuss the role of Branding and Packaging in service marketing.     3+4+4=11
6. (a) What do you mean by Physical Evidence? Discuss in detail with reference to Hospitality services.  5 ½ +5 ½ =11
(b) Write the meaning and objectives of positioning in service marketing. Mention different steps of positioning services.     6+5=11
7. (a) What do you understand by marketing of educational services? Discuss the points which are significant in marketing educational services.                      4+8=12

(b) What do you mean by banking? Explain about the criteria for segmentation for marketing of banking services. 4+8=12