Service Marketing Question Paper May' 2015 Dibrugarh University2015 (May)COMMERCE (Speciality)Course: 403 (Service Marketing)Full Marks: 80Pass Marks: 32Time: 3 hoursThe figures in the margin indicate full marks for the questions.
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
Or
(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
Or
(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
Or
(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
Or
(b)
Write the meaning and objectives of positioning in service marketing. Mention
different steps of positioning services. 6+5=11
👉Also Read: Dibrugarh University Service Marketing Question Papers
7. (a)
What do you understand by marketing of educational services? Discuss the points
which are significant in marketing educational services. 4+8=12
Or
(b)
What do you mean by banking? Explain about the criteria for segmentation for
marketing of banking services. 4+8=12