Reg. No. :

M.B.A. DEGREE EXAMINATION, AUGUST/SEPTEMBER 2017.

Fourth Semester

Marketing Management

DBA 7064 — SERVICES MARKETING

(Regulations 2013)

Time : Three hours Maximum : 100 marks

Answer ALL questions.

PART A — (10 2 = 20 marks)

1. Explain the nature of services.

2. What are the unique characteristics of services?

3. Give an example of expanded marketing mix.

4. What is market segmentation?

5. Outline the need of new service development.

6. What is meant by SERVQUAL?

7. Explain the need for positioning of services.

8. What is services channel?

9. Write briefly about service strategies for health.

10. Explain the need of logistics services.

PART B — (5 13 = 65 marks)

11. (a) Discuss the evolution and growth of service sector in India.

Or

(b) Explain the nature and scope of services.

Question Paper Code : BS2167

BS2167 2

12. (a) Discuss the service marketing opportunities in hospitality and tourism

sector.

Or

(b) Explain service market segmentation, targeting and positioning with a

suitable example.

13. (a) (i) Explain service life cycle.

(ii) What is service blue printing?

Or

(b) (i) Explain GAP model of service quality.

(ii) Discuss the need for measuring service quality.

14. (a) Why most of the corporate prefer integrated service marketing

communication? Discuss.

Or

(b) How does the corporate are designing service delivery system? Explain

with suitable case.

15. (a) Discuss how the service strategies vary sectorwise? Why there is

variation?

Or

(b) Explain the service strategies for financial and entertainment sector.

PART C — (1 15 = 15 marks)

16. (a) Discuss the major issues and challenges of service marketing in India.

Or

(b) Explain various methods for Pricing of services.

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