Gauhati University Question Papers
MARKETING OF SERVICES (May-June’ 2019)
Full Marks: 80
Time Allowed: 3 hours
Answer either in English or Assamese
The figures in the margin indicate full marks for the questions
a) State one strategy to handle intangibility in services.
b) The services and their providers are the same. Write true or false.
c) What is Marketing Environment?
d) Franchising is a contractual agreement between service pioneer and the other party. Write true or false.
e) The area where employees action takes place is called _______. (Fill in the blank)
f) State one factor that influences the customer’s expectation of services.
g) What is Service Delivery System?
h) The success of a service mostly depends on
1) Internal marketing.
2) External marketing.
3) Interactive marketing.
Choose the correct option.
i) State at least one user of Banking Services.
j) Write the full form of IAAI.
2. Write short answers to the following questions: 2x5=10
a) Mention any two characteristics of services.
b) Write briefly the role of services cape in service marketing.
c) What is meant by ‘Service Marketing Triangle’?
d) Write short note on ‘Demand-based pricing’.
e) Explain at least two types of financial services.
3. Write short answers of any four of the following: 5x4=20
a) Briefly explain the challenges of intangibility in service industry.
b) Discuss the various types of Distribution Channels in Services.
c) Explain the role of Customers in Services.
d) Explain briefly the marketing mix of transportation service.
e) What do you mean by Service Evaluation?
f) What do you mean by ‘front office’ and ‘back office’ in the Service System?
4. Write down the reasons for the growth of the Service Sector in India. 10
Or
What is the meaning of Service Marketing? Write down the important characteristics of service marketing. 2+8=10
5. Write down the basis of pricing services. Also write down the problems in pricing. 4+6=10
Or
What is Servuction Model? Write down the elements of Servuction Model. 2+8=10
6. Explain the Consumer Purchase Decision Process in service sector. 10
Or
“Customer participation in the service process is a strategic decision that can affect the organisation’s productivity.”
In this context to the statement discuss the strategies for enhancing customer participation. 10
7. Explain the concept of Tourism. State and explain the different types of users of the tourism services. 2+8=10
Or
Explain the factors for the growth of health care services in India. In this context also discuss the opportunities in the health care sector. 5+5=10
Also Read: Marketing of Services Question Papers
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