Service Marketing Question Paper May' 2018 Dibrugarh University2018 (May)COMMERCE (Speciality)Course: 403 (Service Marketing)Full Marks: 80Pass Marks: 24Time: 3 hoursThe figures in the margin indicate full marks for the questions.
a)
Intangibility and perishability are the unique
characteristics of service.
b)
Goods-services continuum explains the difference
between goods and services on the basis of dominance of tangibility/intangibility
element.
c)
Pre-purchase stage is the last step of consumer
purchase decision process.
d)
Psychographic segmentation refers to the
consumer groups in terms of demographic similarities.
e)
The service marketing mix comprises of 4 P’s.
f)
Total quality management helps in energizing the
innovation process.
g)
Domestic tourism involves residents travelling
in another country.
h)
Financial services do not include financial
intermediaries.
2.
Write short notes on any four of the following: 4x4=16
a)
Service marketing triangle.
b)
Goods vs. services.
c)
Psychographic segmentation.
d)
Market positioning.
e)
Service quality dimensions.
f)
Banking financial service.
g)
Higher education scenario in Assam.
3.
(a) Discuss in detail the reasons for growth of service sector in India. Also
mention the service sector and its contribution to Indian economy. 7+7=14
Or
(b) What do you mean by ‘service environment’? Explain the
broad classification of services. 2+12=14
4.
(a) Define the concept of consumer behaviour in services. Explain in detail the
consumer purchase decision process. 2+12=14
Or
(b) Discuss in detail the common bases for segmenting the
consumer market. Give your reasoning favouring service market segmentation in
India. 10+4=14
5.
(a) Define ‘service marketing mix’. Also discuss the ‘new service development
process’ 4+10=14
Or
(b) Discuss the role of advertising in service marketing. 14
6.
(a) Elaborate the ‘health care service industry’. Also discuss the factors
responsible for the growth of health care services in India. 4+10=14
Or
(b) Define ‘tourism marketing’. Discuss the various types
of tourism segmentation in India. 2+12=14
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(OLD COURSE)
Full Marks: 80
Pass Marks: 32
1.
State whether the following statements are True or False: 1x8=8
a)
Marketing a service is meant marketing something
intangible.
b)
On the basis of heterogeneity, the services can
hardly be standardized.
c)
Buyer decision process is the decision making
process undertaken by the marketers in regard to a potential market
transaction.
d)
Homogeneous market preference happens if all the
customers show the same level of preference.
e)
Personal selling is not usually carried out by
the organization’s trained staff called salesman.
f)
‘Word of mouth’ is a prominent promotion mix.
g)
Director of Higher Education (DHE) is
responsible for managing higher education in Assam.
h)
Financial services include insurance service.
2.
Write short notes on any four of the following: 4x4=16
a)
Classification of service.
b)
Demographic segmentation.
c)
Micro-environment of service.
d)
Types of service expectations.
e)
Traditional media of advertising.
f)
The 7 P’s of service marketing mix.
g)
Branding of service.
h)
Medical tourism.
3.
(a) What do you mean by service marketing? Explain the unique characteristics
of services. 3+8=11
Or
(b) Discuss the macro-environment factors influencing on
the service marketing in India. 11
4.
(a) Explain the concept of ‘customer needs and expectations’. Also discuss the
factors that influence the customer expectations of service. 3+8=11
Or
(b) Mention the different strategies for providing customer
satisfaction in service industry. 11
5.
(a) Discuss the major gaps that may affect the service quality. 11
Or
(b) Discuss the importance of branding and packaging in
service marketing. 11
6.
(a) Discuss in detail the benefits of market segmentation. Also mention the
important features of market segments. 6+5=11
Or
(b) Explain the different channels of distribution of
service marketing. 11
7.
(a) Explain the various components of ‘financial service marketing’. 12
Or
(b) What do you mean by ‘marketing of education’? Discuss
the structure of ‘education services’ in Assam. 3+9=12
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