Service Marketing Question Paper May' 2016 Dibrugarh University
2016 (May)
COMMERCE (Speciality)
Course: 403 (Service Marketing)
Full Marks: 80
Pass Marks: 32
Time: 3 hours
The figures in the margin indicate full marks for the questions.
a)
Once goods and services are sold, the ownership
goes to the buyer.
b)
There is no need of market segmentation in
service marketing.
c)
ITDC stands for Indian Tourism Development
Corporation.
d)
According to gap model, the gap between service
performance and promises is known as service gap.
e)
SWOT stands for Strengths, Weaknesses,
Opportunities and Training.
f)
Consultancy services are examples of non-profit
organizations.
g)
Intangible products are known as non-physical
products.
h)
Dining area of a hotel is an example of physical
evidence.
2. Write short notes on any four
of the following: 4x4=16
a)
Growth of service marketing.
b)
Customer expectation.
c)
Packaging of services.
d)
Positioning.
e)
Service marketing triangle.
f)
Understanding service customers.
3. (a) Describe the different
macro-environmental and micro-environmental factors of service marketing. 3+8=11
Or
(b) What is service marketing? Distinguish
between goods and services marketing. 3+8=11
4. (a) Define the
term ‘perception’. Explain the process of perception in the context of service
marketing. 3+8=11
Or
(b) Define service market segmentation.
Explain the factors that are generally considered by marketers in service
market segmentation. 3+8=11
5. (a) Explain in
detail about the elements of expanded marketing mix in service marketing. 11
Or
(b) What do you mean by ‘quality’? Discuss
the quality model in service marketing. 3+8=11
6. (a) Write in
detail about the marketing of financial services. 12
Or
(b) What do mean by ‘tourism’? Discuss the
marketing practices in tourism industry. 3+9=12
7. (a) Define the
term ‘advertising’. Explain the role of advertising in service marketing. 11
Or
(b) What is service gap? Explain the
different causes of service gap in service marketing. 3+8=11
👉Also Read: Dibrugarh University Service Marketing Question Papers
(Old Course)
Full Marks: 80
Pass Marks: 32
1. State whether the following statements
are True of False: 1x8=8
a)
PESTLE stands for Political, Economic,
Scientific, Technological, Legal and Environmental.
b)
Customer expectations are the needs, wants and
preconceived ideas of a customer about a product.
c)
Technological environment is an example of
micro-environment.
d)
The price of consultancy services is fee.
e)
The market segment to which a particular product
is marketed is known as targeting.
f)
Product positioning is also known as position of
different goods and services by marketers.
g)
In health-care services, the private sector
accounts for more than 80% of the total health-care spending in India.
h)
The Indian Tourism Development Corporation
(ITDC) came into existence in October 1966.
2. Write short notes on any four
of the following: 4x4=16
a)
Service marketing segmentation.
b)
Products of hospitality services.
c)
Difference between goods and services marketing.
d)
Prospect of tourism service marketing.
e)
Promotion of services.
f)
Packaging of services.
3. (a) Discuss about the nature
and scope of service marketing. 4+7=11
Or
(b) Explain the different components of
service marketing triangle. 11
4. (a) What do
you mean by customer behaviour? Explain the need of customer behaviour study in
service marketing. 3+8=11
Or
(b) What is customer perception? Explain the
different factors which influence customer perception towards different
services. 3+8=11
5. (a) What is
quality in services? Explain the quality issues in service marketing. 3+8=11
Or
(b) Discuss the role of advertising and
branding in marketing of services. 5 ½ +5 ½=11
6. (a) Discuss
about the meaning and significance of targeting and positioning in service
marketing. 3+4+4=11
Or
(b) Write in detail about the expended
marketing mix in service marketing. 11
7. (a) Give a
detailed picture on marketing practices of financial services providers in
India. 12
Or
(b) What is Hospitality Services? Explain
the reasons behind the growth of hospitality services. 3+9=12