Bachelor of Management Studies (B.M.S.) SEM V 2018 19 May 2018-19 S Elective Marketing Service Marketing Question Paper - Mumbai University | munotes

Questions asked in this paper

• Figures to the right indicate full marks

1. Q1 (A) Match the Column (Attempt any 7) High Contact | Line of visibility Zone of Tolerance Intangible in nature 7 marks
2. Q1 (B) True or False (Attempt any 8) 8 marks
3. Q1 Services cannot be owned, touched and stored
4. Q2 Service Marketing Triangle developed by Philip Kotler
5. Q3 Services are only people based
6. Q4 A Service blueprint is a flowchart of service process
7. Q5 Responsiveness refers to the willingness to help customers to provide prompt service
8. Q6 Demand for services is not so volatile in nature
9. Q7 The flower of service concept developed by Christopher Lovelock
10. Q8 Service Gap model is divided into customer gap and employee gap
11. Q9 Servicescape is landscape in which service is transacted
12. Q10 Zone of tolerance is the gap between desired service and adequate service
13. Q2 A) Define Services. Explain the various ways to overcome the challenges of service
    • B) Distinguish between Goods and services. 08
14. Q2 C) Explain Product Service continuum with the help of diagram. 7 marks
    • D) Explain the following terms: 08
    • (i) Service recovery Service encounter (iii) Type of contact
15. Q3 A) Explain the “Flower of Service’ concept with reference to banking sector. 7 marks
    • B) Explain Physical evidence and People elements of marketing mix with reference to
16. Q3 C) Explain Service Gap model in detail with the help of diagram. 7 marks
    • D) Explain SERVQUAL model with reference to Insurance sector. 08
17. Q4 A)What is Service Blueprint? Explain the different steps in building service blue print. 7 marks
    • B) How will you balance the gap between demand and supply in service marketing 08
18. Q4 C) Explain the different elements of transnational strategy. 7 marks
    • D) Write a note on emerging trends in Tourism sector 08 Manya Travels Pvt. Ltd. a Travel and tourism company has been arranging regular tours to various places in India and had few tie ups with star graded hotels In December 2017 Mr. Mohak with his family booked a package tour to Kerala with Manya Travels and checked in one of the hotels where Manya travels have tie ups However Mr. Mohak did not like the room and decided to register his complaint about the room. After booking the complaint, to his surprise within two minutes of the receiving electronic communication, the hotel manager called him to say that because the hotel was entirely booked being a busy season, the room could not be exchanged, however the guest could expect a hospitality gift from the hotel for his inconvenience The next day garden facing room was available and which was offered to Mr. Mohak if he wished to shift. Mr. Mohak declined and told the manager that he and his family were quite comfortable in the present room
19. Q1 What is service recovery ? Analyse the service recovery in the case. 5 marks
20. Q2 What would be the effect of this incident on Manya Travels ? 5 marks
21. Q3 Why do you think Mr. Mohak declined to change his room? 5 marks
22. Q5 B) Attempt Short Notes (Any Three) 15 marks
23. Q1 Branding in services
24. Q2 Positioning in services
25. Q3 TQM in Services
26. Q4 Options for Service Delivery
27. Q5 People mix

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