Sunday, February 17, 2019

Gauhati University QuestioAn Papers:MARKETING OF SERVICES (May-June’ 2016)

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 as directed:                                       1x10=10

a)      Service delivery is not a component of service. (Write True or False)
b)      The flower of service comprises eight petals in all. (Write True or False)
c)       What is the full form of CDV?
d)      Give one example of product mix of the Life Insurance Corporation of India.
e)      Which one of the following countries have not changed from being ‘goods dominated’ to ‘service dominated’?
1)      United States of America.
2)      United Kingdom.
3)      Indonesia.
4)      Sweden.
                (Choose the correct answer)
f)       Which one of the following is not included in non-verbal communication skills?
1)      Body language.
2)      Facial expression.
3)      Touch.
4)      Telephonic talk.
                (Choose the correct answer)
g)      Every business exists to satisfy needs and wants of the _____. (Fill in the blank from the following).
1)      Lapsed customers.
2)      Unknown customers.
3)      Target customers.
4)      Local customers.
h)      Write one category of foreign tourists who visit hotels.
1)      The origin of the word ‘tourist’ dates back to 1292 AD.
                                                                                (Write True or False)
2)      Write the full form of the term LIPS.
2. Write short answers to the following:                                2x5=10
a)                  Describe two reasons for the growth of the service sector.
b)                  Write two distinctions between product marketing and service marketing.
c)                   Explain two objectives of pricing.
d)                  What is franchising?
e)                  Discuss two strategies for enhancing customer participation.
3. Write short answers of any four of the following:                         5x4=20
a)      Discuss five characteristics of a service.
b)      Explain the concepts ‘from office’ and ‘back office’ with examples.
c)       What are the major benefits of electronic channels for service companies?
d)      Discuss the stages involved in sales promotion planning.
e)      What is banking service and who are its, users?
f)       Explain the factors leading to the growth of health care services in India.
4. “Proper marketing of services contributes substantially to the process of development.” In the light of the statement, discuss the significance of service marketing.                                      4+6=10
What are the challenges of intangibility? Discuss the challenges in Indian Service Industry.                      10
5. Discuss the various steps involved in developing a new service.                            10
What is employee participation in service? Explain the factors that influence the participation of employees in service encounter.                                                         4+6=10
6. What is information search? Discuss the types of information sources.                              4+6=10
What is pre-purchase and post-purchase behaviour of customers? State the implications of the post-purchase behaviour.                          6+4=10
7. Discuss the characteristics of marketing of financial services.                                  10
Discuss in brief the marketing mix for tourism services.                                                            10


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