Dibrugarh University Question Paper: Service Marketing (May' 2019)

2019 (May)
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)         Services refer to social efforts which generate the satisfaction of an individual.
b)         The marketing environment is the external environment.
c)          SWOT stands for strengths, weaknesses opportunities, and threats.
d)         Customer perception is not main factor that determines the customer evaluation of services.
e)         SLC stands for the service life cycle.
f)          Market segments are measurable.
g)         Perceptual mapping produces a picture or map of a market.
h)         Selling the services by contacting customer through telephone is known as telemarketing.
2. Write short notes on any four of the following:                                                  4x4=16
a)         Perception.
b)         Market sophistication.
c)          Professionalism in education.
d)         Customer expectation of services.
e)         The service concept.
f)          Features of tourism.
3. (a) What is services? Discuss approaches to study services.                                3+11=14
(b) Describe the reasons for growth of service sector in India.                          14
4. (a) What is customer expectation? Explain the factors that influence customer expectation of service.                        3+11=14
(b) Define Target Market. Explain various approaches towards target market.           4+10=14
5. (a) What is Pricing? Explain various strategies used for pricing the services.                      4+10=14
(b) Discuss the causes behind service quality problems.                                                     14
6. (a) Discuss about the meaning and role of branding in marketing of services.            4+10=14
(b) What do you mean by service package? State the features of service package. How does the services cape play the role of packaging?                                                           4+5+5=14
Full Marks: 80
Pass Marks: 32
1. State whether the following statements are True or False:                                       1x8=8
a)         A life insurance agent is a financial intermediary.
b)         In case of services, it is easy to achieve standardization.
c)          The instrument SERVQUAL is related to market survey.
d)         Books, pens, etc. are the examples of pure goods.
e)         SWOT stands for strengths, weaknesses, opportunities and trust.
f)          Intangible products are known as non-physical products.
g)         Tangibility is a distinctive feature of goods.
h)         Service triangle includes company, employees and products.
2. Write short notes on any four of the following:                                                   4x4=16
a)         Service marketing triangle.
b)         Promotional mix.
c)          Customer behaviour.
d)         Quality in services.
e)         Role of advertising.
f)          Features of financial product.
3. (a) Explain the importance of service marketing. List various bases for classifying services. 4+7=11
(b) What do you mean by product? Distinguish between goods and services marketing?       4+7=11
4. (a) What is customer service model? State the features of a good customer service model.                     3+8=11
(b) Discuss the role of employees in service marketing.                                             11
5. (a) What are the different service quality dimensions? Explain the service quality gaps model.   4+7=11
(b) Explain the meaning of branding. What are the roles of branding in service marketing?                       4+7=11
6. (a) Explain the need for new service development. Write the various types of new services.  4+7=11
(b) What is expanded marketing mix? Explain briefly the 7 P’s of service marketing.     4+7=11
7.  (a) Give a brief note on marketing of hospital service.                                                               12
(b) What is higher education? Explain the role of government in higher education in India.      4+8=12

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