Bachelor of Management Studies (B.M.S.) SEM V 2022 2023 Dec 2023 S MARKETING SERVICES MARKETING Question Paper - Mumbai University | munotes

Questions asked in this paper

• Figures to the right indicates maximum marks

1. Q1 (a) STATE WHETHER THE STATEMENTS ARE TRUE OR FALSE (Attempt any 8)
   • 1. Services cannot be owned, touched and stored
   • 2. Service is performed and not manufactured
   • 3. Service Triangle was developed by Philip Kotler
   • 4. political environment is essential for the growth of business
   • 5. The service firms in India are not affected by social cultural factors
   • 6. The family is the major influencer on consumer behavior
   • 7. Zone of tolerance is the gap between desired services and adequate services
   • 8. The marketing mix concept was popularized by Prof. Jerome McCarthy
   • 9. Price plays no role in the marketing mix of services
2. Q1 (b) Select the correct answer from the given option given below: (Attempt any 7)
   • 1. are co-producers of service
   • 2. The world economy is increasingly characterized as economy of
   • 3. The demand for travel, communication and information services has increased due to:
   • 4. is the most important aspect for every customer
   • 5. The person who has a specific need and proposes to buy a particular service is called
   • 6. The extent to which customers are willing to accept variation in service is called as:
   • a) Zone of b) desired service c) adequate service
   • 7. Which of the following is difficult to evaluate
   • a) Teaching c) furniture
   • 8. The nature of demand for services is always
   • 9. Equipment based services are:
   • a) High contact services b) Low contact services c) No contact services
3. Q2 Elaborate the reasons for the growth of service industry in India. 8 marks
   • b. Distinguish between goods marketing and services marketing. 07 Explain service marketing triangle with the help of diagram. 08
   • d. Explain customers contact in services with an appropriate examples. 07
4. Q3 a. Explain the factors influencing buyer’s behavior. 8 marks
   • b. Discuss the strategies adopted in positioning of services. 07
   • c. Explain the pricing strategies adopted by service sector. 08
   • d. Explain in brief the extended P’s of services marketing. 07
5. Q4 a. Explain the measures to close service gaps. 8 marks
   • b. Explain the different determinants of quality in service sector. 07
   • c. What is Benchmarking? Explain the different levels of Benchmarking. 08
   • d. What is service blue printing? State the advantages of it. 07
6. Q5 Identify the different elements of transnational strategy. 8 marks
   • b. Discuss the current trends in health care sector. 07
   • c. Short notes any Three of the following 15
   • 1. Classification of services
   • 2. Characteristics of services
   • 3. Goods and Service continuum
   • 4. Moment of Truth
   • 5. Service Gaps

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