Bachelor of Management Studies (B.M.S.) SEM V 2023 2024 Dec 2024 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) Choose the correct option from the multiple choices (any Eight) 8 marks
   • 1) When services do not have any accompanying goods they are called,
   • 2) Qualities are difficult or impossible to evaluate even after consumption
   • a) Experience b) Credence c) none of the above
   • 3) Internal marketing is also referred to as the promise
   • 4) Service gap is the gap between expected service and service
   • 5) Zeithmal developed research tool called to measure customer satisfaction and understand how customer perceives value in a service
   • a) Gap model b) Zone of tolerance c) service triangle d) SERVQUAL model
   • 6) "Unused or underutilised services are economic waste" is a result of characteristic of service
   • 7) Which of the following is not a tangible dominant
   • 8) The service marketing triangle suggests that there are type of marketing that must be successfully carried
   • a) 2 c) 4 d) None of the above
   • 9) When level of involvement is temporary in nature & is specific to a particular need it is called as involvement
   • 10) pricing method encourages a customer to expand his dealings with the
   • B) Answer true or false (any seven) 7
   • 1) Physical evidence is not an extended ‘P’ of service marketing
   • 2) Moment of truth is a service encounter where the customer interacts face to face with the service provider
   • 3) Spamming is not always considered an unethical practice in service marketing
   • 4) Two services are not the same that means they are Inseparable
   • 5) Services can be branded but cannot be patented
   • 6) Supplementary services provide the necessary differentiation and enhances value and appeal of the core service
   • 7) Customers do not participate in the production process of the service
   • 8) print should create a script for the employees as well as the customers that can help in identifying potential problems or failures
   • 9) Customer action takes place between line of visibility and line of interaction
   • 10) Car rentals, vending machines and telecommunications are highly tangible services
2. Q2 Answer the following questions
   • a) Evaluate the factors that have led to the growth of service sector in India 8
   • b) Define services and explain the concept of Goods and Service Continuum 7
   • c) What are the major challenges faced in marketing of services with respect to its
   • d) Explain the service marketing triangle and how it is critical to successful service
3. Q3 Answer the following questions
   • a) What are the different ways of distributing services? Evaluate the benefits and challenges of franchising as an option (08)
   • b) Discuss the different strategies and methods that can be adopted for effective pricing
   • c) Explain the concept of the service flower used while conceptualizing a service
   • d) Bring about the importance of Human resource/people in a service industry especially with respect to the roles that they perform. (07)
4. Q4 Answer the following questions
   • a) Define service productivity and discuss the methods that organizations can adopt for
   • b) Explain the benefits of Benchmarking and state the different levels of benchmarking
   • c) Explain the GAP model of service quality with the help of a diagram. 8
   • d) State strategies that can be adopted to overcome demand and capacity constraints What is Transnational Strategy and what are its features also state the factors
   • b) Write a note on (any three) 15
   • i. Recent Trends in Health care sector
   • ii. Unethical Practices in Service Sector Impact of service recovery
   • iv. Blueprinting
   • v. Positioning strategy for services

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