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Sunday, February 17, 2019

Gauhati University QuestioAn Papers:MARKETING OF SERVICES (May-June’ 2014)

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 satisfaction is not a component of service. (Write True or False)
b)      Who developed the concept ‘Flower of Service’?
c)       Which one of the following is not included in product mix of hospitals?
Ø  Emergency service.
Ø  Maternity service.
Ø  Diagnostic service.
Ø  Pharmacy service.
d)      Core services, facilitating services and supporting services are the three elements of _____. (Fill in the blanks)
e)      Name an industry that adopts “Two part Pricing” strategy.
f)       State Bank of India came out with its market segmentation scheme and innovative loan programme in 1969/1970/1972/1980. (Choose the correct answer)
g)      The word “Servuction” combines “Service” and ____. (Fill in the following)
Ø  Function.
Ø  Production.
Ø  Introduction.
Ø  Distribution.
h)      In India which sector of the economy is known as “The Sun Rise Sector”?
i)        What is Zero Involvement Problem Solving (ZIPS) in consumer search behaviour?
j)        Tourists are ____. (Fill in from the following)
Ø  Persons travelling for pleasure.
Ø  Persons travelling for business purposes.
Ø  Persons travelling for convention.
Ø  All of the above.
2. Write short answer to the following:                                  2x5=10
a)      Describe two reasons for the growth of the service sector in India.
b)      What is service evaluation?
c)       What is service delivery system?
d)      What is internal marketing?
e)      What is word of mouth promotion?
3. Write short notes on any four of the following:             5x4=20
a)      Discuss the popularly used channels for the distribution of services.
b)      What are the factors that influence the participation of employees in the service encounter?
c)       Discuss the concept of Front Office and Bank Office in the service system.
d)      What is information search process and what are the external sources of information?
e)      What is tourism service and who are its users?
f)       Explain the factor leading to the growth of Health Care Industry in India.
4. What is service? Discuss the importance of service marketing.                               2+8=10
Describe the characteristics of service. What are the challenges of intangibility for marketing of services?                               6+4=10
5. Discuss the steps involved in the development of a new service.                          10
Discuss the sales promotion tools employed by service organisations.                              10
6. What is pre-purchase and post-purchase behaviour of service customers? State the marketing implications of post-purchase behaviour.                                      7+3=10
What different functions come together when service is created and delivered to the customers?
7. What is service process matrix? Discuss the various types of service on the basis of labour intensity, degree of interaction and customization.                                          2+8=10
Explain the characteristics of marketing of financial services. Who are the uses of Banking services?                   6+4=10


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