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Sunday, February 17, 2019

Gauhati University Question Papers:MARKETING OF SERVICES (May-June’ 2017)

Gauhati University Question Papers
Full Marks: 80
Time Allowed: 3 hours
Answer either in English or Assamese
The figures in the margin indicate full marks for the questions
1. Answer the following questions as directed:                                  1x10=10

a)      Who introduced the term “Marketing Mix” for the firm time?
1)      Philip Kotler.
2)      F.W. Taylor.
3)      Neil H. Borden.
4)      G.R. Terry.
b)      In hotel services, the core product is –
1)      Security.
2)      Room.
3)      Food.
4)      Restaurant.
c)       _____ developed the flower of service. (Fill in the blank)
d)      The services and their providers are the same. (Write true or false)
e)      Franchising is a contractual agreement between service pioneer and the other party. (Write true or false)
f)       What is Health Services?
g)      Name an industry that adopts ‘Two-part pricing’ strategy.
h)      Write the full form of the term PATA.
i)        Which year National Tourism Policy was announced by the Government of India?
j)        Mention one new service provided by banking sector.
2. Write short answer to the following:                                  2x5=10
a)                  Describe two objectives of pricing.
b)                  Who is an agent?
c)                   ‘Service Marketing Triangle’ – write short notes on it.
d)                  Explain two characteristics of financial services.
e)                  What is service delivery system?
3. Write short answer of any four of the following:                           5x4=20
a)      Who are the users of tourism service? Explain.
b)      Discuss the benefits of franchising.
c)       What the factors that influence the customer expectation of service?
d)      Explain the different tools of sales promotion.
e)      Discuss the nature of services.
f)       What is service evaluation?
g)      Describe the factors affecting the service distribution channel.
4. What is service marketing? What are the salient features of service marketing? Explain.           2+8=10
Explain the reasons for the growth of the service sector in India.
5. What are the objectives of pricing? Explain the approaches of pricing of services.                         4+6=10
Explain the consumer purchase decision process in service sector.
6. What are the various types of services? Explain the role of customers in services.                        4+6=10
What is customer participation in service? What measures would you suggest to enhance customer participation? 5+5=10
7. Explain the factors for the growth of health care services in India. In this context, discuss the opportunities in health care sector.                                  5+5=10
What is transportation service? Discuss in details the marketing mix of transportation service.


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