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Saturday, March 30, 2019

Dibrugarh University Question Paper: Service Marketing (May' 2018)

Course: 403
(Service Marketing)
Time: 3 hours
The figures in the margin indicate full marks for the questions
Full Marks: 80
Pass Marks: 24
1. State whether the following statements are True or False:                                               1x8=8

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
(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
(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
(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
(b) Define ‘tourism marketing’. Discuss the various types of tourism segmentation in India.                                                                                                                                  2+12=14
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
(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
(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
(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
(b) Explain the different channels of distribution of service marketing.            11
7. (a) Explain the various components of ‘financial service marketing’.                                    12
(b) What do you mean by ‘marketing of education’? Discuss the structure of ‘education services’ in Assam.   3+9=12


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