Service Marketing Question Paper May' 2019 Dibrugarh University2019 (May)COMMERCE (Speciality)Course: 403 (Service Marketing)Full Marks: 80Pass Marks: 24Time: 3 hoursThe figures in the margin indicate full marks for the questions.
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
Or
(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
Or
(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
Or
(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
Or
(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
(OLD
COURSE)
Full
Marks: 80
Pass
Marks: 32
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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
Or
(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
Or
(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
Or
(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
Or
(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
Or
(b) What is higher education? Explain the
role of government in higher education in India. 4+8=12
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