PTU Question Papers (CMTR Library)

Paper ID (C0125)
MB 603, (JUNE 2009)
SERVICES MARKETING M – 663 (1859)
Time: 03 Hours Maximum Marks : 60
Instructions to Candidates:
1) Section-A is Compulsory.
2) Attempt any Four questions from Section-B.

Section-A
Q 1) (10X2=20)

a) Differentiate between services and customer service.

b) How is technology changing the nature of services?
c) Explain how culture affects the consumer decision making process in services.
d) How is customer satisfaction and why it is important.
e) How can the gap between customer’s expectation and perceived survive be resolved?
f) How can we position services?
g) Discuss how relationship marketing is different from traditional marketing.
h) What do you understand by customer profitability segmentation? Explain.
i) Describe the services marketing triangle.
j) Discuss the customer’s role as a contributor to service quality and satisfaction.

Section B

Q2. Discuss the stages involved in the consumer decision making process and evaluation of services.

Q3. Define service quality. Explain the SERVQUAL scale given by Parasura man, Zeithmal and Berry.

Q4. Discuss the steps involved in market segmentation? What challenges the service organizations face in
segmentation? Explain the concept of customer profitability segmentation.

Q5. Discuss in detail the causes behind service switching. What are the various types of service Gaurantees that
can be offered by the companies to recover customers?

Q6. What do you understand by Physical evidence explain he element of physical evidence. Choose a service
organization and collect all form of physical evidence that the organization uses to communication with its
customers.

Q7. Design the segmentation, Targeting, Positioning and Marketing mix for Hotel chain in India. Use an example
in your explanation.

Paper ID ( C0125)
MB 603, (DECEMBER 2008)
SERVICES MARKETING (1208)
Time: 03 Hours Maximum Marks : 60
Instructions to Candidates:
1) Section-A is Compulsory.
2) Attempt any Four questions from Section-B.

Section-A
Q 1) (10X2=20)

a) Define Services Marketing.

b) Identify reasons for growth of services.

MB - 603 -1-
PTU Question Papers (CMTR Library)
c) What is meant by heterogeneity of services?

d) What is intangibility?

e) What is meant by servicescape.

f) Describe meaning of service recovery.

g) What are positioning maps?

h) What are supplementary services?

i) What are the benefits of market segmentation.

j) What is meant by customer service function.

Section-B
(4X10=40)
Q2) Describe various elements of services marketing mix? Elaborate with suitable illustrations.

Q3) (a) Write a note on classification of services.

(b) What are various waiting line strategies you would recommend to a service company? Elaborate.

Q4) Outline the various pricing strategies for services, with suitable illustrations.

Q5) (a) What are the benefits of relationship marketing.

(b) Outline the various bases for segmentation.

Q6) Identify various quality gaps. Suggest prescriptions for closing such quality gaps.

Q7) Write short notes on:

(a) Internal Marketing.

(b) Service Management Trinity.

MB – 603/503 SERVICES MARKETING, December 2007

Time: 03 Hours Maximum Marks : 60
Instructions to Candidates:
1) Section-A is Compulsory.
2) Attempt any Four questions from Section-B.

Section-A
Q 1) (10X2=20)

a) What is service mix?

b) What are waiting line strategies?

c) What do mean by positioning maps?

d) What is meaning of physical evidence?

MB - 603 -2-
PTU Question Papers (CMTR Library)

e) What is the importance of employees in marketing of services?

f) What are the different types of services scapes?

g) What is relationship marketing?

h) What is meant by complaint handling?

i) Differentiate between Goods and Services.

j) What are the main characteristics of effective marketing plan?

Section-B
(4X10=40)
Q2) Explain the role of services sector in Indian economy. Discuss its importance in developing economy like India.

Q3) What are the benefits of retaining the existing customers? Discuss the various strategies for customer retention.

Q4) What are the types of new services? Describe the new service development process.

Q5) What types of intermediaries are available to a Service Product Company? Describe the factors determining the
choice of an intermediary.

Q6) Explain the pricing strategies applicable for services with suitable examples.

Q7) How do you match service promises with delivery? Discuss the various strategies.

MB – 503 SERVICES MARKETING (2957) May 2007

Time: 03 Hours Maximum Marks: 60

Instruction to Candidates:
1) Section-A is compulsory.
2) Attempt any Four questions from Section-B.

Section-A
Q1) (10× 2=20)
Supplementary services.
a) Market mix.
b) Customer relations
c) Service mix.
d) Market research.
e) Pricing.
f) Communication mix.
g) Interact ional conflicts.
h) Market positioning.
i) Services capes.

Section B

Q2. What is meant by Service? How is it different from a physical product?

Q3. What is consumer behavior? How is understood by the marketers?

Q4. What is market segmentation? On what basis the market can be segmented?

Q5. What is market positioning? What strategies are used for market positioning?

Q6. What is pricing? Give various approaches followed in pricing?

Q7. What are the quality gaps? What will do to close these gaps?

MB - 603 -3-
PTU Question Papers (CMTR Library)

MB – 503/603 SERVICES MARKETING DEC 2006

Time: 03 Hours Maximum Marks: 60

Instruction to Candidates:
1) Section-A is compulsory.
2) Attempt any Four questions from Section-B.

Section-A
Q1) (10× 2=20)
a) Inseparability.
b) Service Marketing Mix.
c) Customer expectation.
d) Market targeting.
e) Service augmentation.
f) Overful demand.
g) Tangibilising.
h) Skimming price.
i) SERVQUAL.
j) Interactional conflict.

Section-B
(4× 10=40)
Q2) What are the unique characteristics of services and their implications on marketing
decisions?

Q3) What is relationship marketing? Describe the popular strategies for retaining
customers.

Q4) Write the various decisions involved in developing and designing a service for a
target market?

Q5) Suggest the channel designs for delivery of Tourism and air transportation services.

Q6) Discuss the role of advertising, personal selling and sales promotion for promoting
Services.

Q7) What is service marketing triangle? What measures are to be taken by the marketers
for delivery of effective services according to approach of service marketing
triangle?

MB – 503/603 Services Marketing (2056) May 2006

Time 3 Hours MM 60
Section A
Answer all questions.
1. a) Intangibility
b) Marketing Triangle
c) Quality Gaps
d) Relationship Marketing
e) Market segmentation
f) Service Recovery
g) Positioning
h) Discriminatory Pricing
i) Five Stars of Service Quality
j) Internal Marketing

Answer any four questions. All questions carry equal marks.

2. Discuss the growth and importance of service sector in the industrialized and Indian Economy.
3. Describe in what respects consumer behavior with reference to service differs from the tangible products.
4. How do you segment the services for industrial markets? Describe important segmentations strategies.

MB - 603 -4-
PTU Question Papers (CMTR Library)
5. What is positioning map? Write important Positing strategies for services.
6. Describe the strategies for synchronizing the supply of services with the demand levels.
7. How do you define service quality? Suggest an approach for measuring service quality.

MB-503 (2055 Jun.-2005, Services Marketing (N2)

Note: - Question No. 1 is compulsory. Attempt any four questions from Section B.
Section-A Marks: 2 Each
1. Write short notes on (2-5 lines) of the following.
(a) What do you mean by Service Marketing?
(b) What are the components of Service marketing Mix?
© What do you mean by service Positioning?
(d) What is customer service function?
((e) What are benefits of customer participation in service delivery?
(f) What are supplementary services?
(g) What do you mean by service recovery?
h) What are the various service scape types?
(i) Define Service Management Trinity.
j) What are waiting line strategies?
Section-B Marks: 10 Each
2. What are the various reasons for growth of the service economy? Explain the salient characteristics
of the Services.
3. What are the purposes of Market segmentation in services? Explain various bases of segmentation
you would recommend to segment service markets. Give suitable illustrations.
4. What are the objectives of pricing in services? What factors should be considered while deciding the
price of the service? Explain various pricing strategies for services.
5. Describe the various gaps that could exist in services quality. Give illustrations. What are your prescriptions
for reducing such services quality gaps?
6) (a) Discuss the concept of internal marketing with examples.
(b) Outline the various elements of services marketing communication.
7. Write notes on:
(a) Relationship marketing
(b) Inter0functional conflicts.

MB - 603 (2125) December - 2005, Services Marketing (2K4)

Time : 3 Hrs M M 60
Note : Section A is compulsory. Attempt any four questions from Section-B

Section A
1. a) What are characteristics of Services?
b) Mention all P’s of Services Marketing Mix.
c) State any two benefits of Relationship Marketing.
d) Explain the concept of Position
e) What are different services cape types.
f) State any two waiting line strategies.
g) Mention the components of services marketing communication mix.
h) Explain Quality Gaps.
i) State any four factors related to Pricing.
j) What is Services Management Trinity?

Section B
2. What is service Management Triangle? Also elaborate the Quality Gaps Model.
3. Explain customer expectation and customer perception of service. How can customer expectation and
perception be understood by using marketing research?
4. Explain Service recovery. How market segmentation and targeting is used in Services marketing? Discuss,
giving examples.
5. What are positioning maps? Explain, using examples, how positioning strategy is developed.
6. What are waiting line strategies? Elaborate how demand and capacity are managed in services organization.
7. Explain internal Marketing? How interact ional conflicts develop and are resolved?

MB-503 (2063) July-2003, Service Marketing (N2)

Note: - Question No. 1 is compulsory. Attempt any four questions from Section B.

MB - 603 -5-
PTU Question Papers (CMTR Library)
Section-A Marks: 2 Each
1. Write short notes on (2-5 lines) of the following.
(1) Define services.
(2) What is service triangle?
(3) Name various elements of services marketing mix elements.
(4) Define relationship marketing.
(5) What is service recovery?
(6) What are supplementary services?
(7) What are positioning maps?
(8) What is servicescape?
(9) Discuss the meaning of customer service function.
(10) What is service trinity?
Section-B Marks: 10 Each
2. Identify reasons for growing importance of service sector in Indian economy. Elaborate various characteristic
features of services.
3. What are the benefits of following the relationship-marketing concept for a service organization? Suggest
suitable strategies to build relationship with the customers.
4. What are your recommendations to ensue effective service delivery through employees and customer
participation? Give suitable illustrations in support of your recommendations.
5. What are the difficulties encountered in pricing a service? What are various factors to be considered while
deciding the price of any service? Suggest various alternative pricing strategies, which can be employed by
service organisations.
6. What are the various gaps in the service quality? What are your recommendations to reduce these gaps in
service quality?
7. Write notes on:
(1) Waiting line strategies for services.
(2) Communication strategies for services

MB-503 (2063) July-2003, Service Marketing (New)

Note: - Question No. 1 is compulsory. Attempt any four questions from Section B.
Section-A Marks: 2 Each
1. Write short notes on (2-5 lines) of the following.
(1) Identify the reasons for growth in the service sector economy.
(2) Identify characteristics of services.
(3) What is the meaning of services marketing triangle?
(4) Define customer service function.
(5) Highlight various elements of the services marketing mix.
(6) Describe the meaning of service management trinity.
(7) What is a supplementary service?
(8) Discuss various servicescape types.
(9) Highlight importance of intermediaries in service delivery.
(10) Identify various bases for segmenting the services.
Section-B Marks: 10 Each
2. Describe the various elements of the services marketing mix, with suitable illustrations.
3. Outline the relationship between service quality and productivity. Identify the various gaps in the service
quality. What are your prescriptions for closing these quality gaps?
4. What factors should be kept in mind while pricing a service? Describe alternative pricing strategies a service
firm can pursue.
5. Outline the various marketing communication strategies you would recommend for a service organization.
Give suitable illustrations.
6. (1) Outline the concept of relationship marketing.
(2) Suggest various strategies for managing demand for services.
7. Write notes on:
(1) Internal marketing.
(2) Classification of services.

MB-503 (2063) , Service Marketing

Note: - Question No. 1 is compulsory. Attempt any four questions from Section B.
Section-A Marks: 2 Each
1. Write short notes on (2-5 lines) of the following.
(1) What is service-marketing mix?
(2) What is meant by service productivity?
(3) What do you understand by customer service?
(4) Why is customer retention more important rather than creating new customer?
MB - 603 -6-
PTU Question Papers (CMTR Library)
(5) What is yield Management?
(6) Give the significance of branding in services.
(7) List the various channels for delivering services.
(8) Which promotional tool is more effective in promoting services and why?
(9) What are different types of service scapes?
(10) What are the main characteristics of an effective market plan?
Section-B Marks: 10 Each
2. Discuss the important reasons for the growth of service markets. How does services marketing contribute to
the economic development of developing economies like India?
3. Describe the consumer decision-making process in case of services with the help of examples.
4. What is meant by service positioning? How would you develop a positioning strategy in service organization?
Discuss.
5. What role do the employees, intermediaries and customers play in delivering services? Discuss the strategies
for effective delivery of services.
6. What is the nature and significance of pricing in services/ describe the major pricing strategies usually
adopted by a service organisation.
7. Write short notes on any two of the following:
(1) Customer service audit
(2) Physical evidence strategy
(3) Process of segmentation in services. 5,5

MB-503 (5001) , Service Marketing

Note: - Question No. 1 is compulsory. Attempt any four questions from Section B.
Section-A Marks: 2 Each
1. Write short notes on (2-5 lines) of the following.
(1) Differentiate between goods and services.
(2) What is meant by complaint handling?
(3) What is relationship marketing?
(4) What are positioning maps?
(5) Is there any need to brand the services?
(6) What is the importance of people in marketing of services?
(7) Which kind of services can best be promoted through personal communication?
(8) What are the main objectives of pricing in services?
(9) What are the different types of services capes?
(10) What is meant by ‘internal scanning’?
Section-B Marks: 10 Each
2. “It is difficult to measure the quality and productivity of services as they are intangible.” Do you agree? What
alternatives can be applied for measuring service quality and productivity?
3. What are the economic indicates taken into account for determining the demand patterns of services? Discuss
the strategies for matching capacity and demand of services.
4. What types of intermediaries are available to a service product company? Describe the factors determining
the choice of an intermediary.
5. Write short notes on the follow
(1) Pricing strategies for services.
(2) Strategies for customer retention.
6. “Formulation of the marketing plan involves a series of inter-related, interactive and largely sequential steps.”
Discuss in the light of services organisations.
7. Identify and explain promotional strategies for services companies. What are the guidelines for service
promotion management?

MB-503 (5001) (New), Services Marketing

Note: - Question No. 1 is compulsory. Attempt any four questions from Section B.
Section-A Marks: 2 Each
1. Write short notes on (2-5 lines) of the following.
(1) Define services marketing.
(2) Highlight concept of service marketing triangle.
(3) What is relationship marketing?
(4) What do you mean by services cape?
(5) Discuss the meaning of service positioning.
(6) Identify causes of inter-functional conflicts.
(7) What are supplementary services/
(8) Discuss the concept of customer service function.
(9) Highlight the role of service sector in national economy.
(10) Outline the importance of managing demand in service marketing.

MB - 603 -7-
PTU Question Papers (CMTR Library)
Section-B Marks: 10 Each
2. Elaborate various characteristic features of services.
3. Describe the various gaps in service quality. Suggest suitable strategies to bridge these quality gaps.
4. What are the benefits of market segmentation in services/ discuss various bases for segmenting markets for
services.
5. What communication strategies are normally employed by service organisations? Elaborate the major
elements of marketing communication mix for services.
6. Describe the various factors, which should be kept in mind while pricing a service. Discuss alternative pricing
strategies a service company can pursue.
7. Write notes on the following:
(1) Internal marketing
(2) Developing positioning strategies for services.

MB-503 (5002) (New) May –2000, Services Marketing

Note: - Question No. 1 is compulsory. Attempt any four questions from Section B.
Section-A Marks: 2 Each
1. Write short notes on (2-5 lines) of the following.
(1) What is the basic difference between goods and services?
(2) What do you mean by service recovery?
(3) What is the importance of studying consumer behavior in services?
(4) What are waiting line strategies?
(5) What do you understand by positioning maps?
(6) What is the importance of service employees in delivering services?
(7) How the services can be promoted effectively?
(8) What is meant by physical evidence? Give examples.
(9) What is the role of price in marketing of services?
(10) What is meant by service marketing audit?
Section-B Marks: 10 Each
2. “The role of services marketing will be of increasing importance in the light of on-going process of
globalisation.” In the light of this statement, discuss the fast growing challenges to marketing managers in
India.
3. What are the benefits of retaining the existing customers? Discuss the various strategies for customer
retention.
4. What are the types of new services? Describe the new service development process.
5. Critically evaluate the growth and new dimensions of service promotion strategies and guidelines in India.
6. How can you structure a service-marketing organisation? Discuss the merits and demerits of each method.
What factors would influence the choice of one or the other method?
7. Write short notes on any two of the following:
(1) Methods for measuring service quality
(2) Approaches to pricing services
(3) Factors shaping customer service function.

MB-503 (2052) , Services Marketing

Note: - Question No. 1 is compulsory. Attempt any four questions from Section B.
Section-A Marks: 2 Each
1. Write short notes on (2-5 lines) of the following.
(1) Define service marketing.
(2) What is service quality?
(3) Describe service-marketing triangle.
(4) Explain meaning of customer service function.
(5) What are waiting time strategies?
(6) Identify supplementary services.
(7) Define internal marketing.
(8) Define positioning.
(9) Name factors to be kept in mind while pricing a service.
(10) What are service intermediaries?
Section-B Marks: 10 Each
2. Explain the various service marketing mix elements, with illustrations.
3. What are characteristic features of services? Explain with suitable illustrations.
4. What are various types of quality gaps? What are you prescriptions for closing service quality gaps?

MB - 603 -8-
PTU Question Papers (CMTR Library)
5. Explain the need and importance of relationship marketing in contemporary business environment for
services.
6. What do you understand by service scape? What are service scape effect on behaviour?
7. Write notes on:
(1) Positioning maps
(2) Service management trinity.

MB-503 (2052) May –2002, Services Marketing

Note: - Question No. 1 is compulsory. Attempt any four questions from Section B.
Section-A Marks: 2 Each
1. Write short notes on (2-5 lines) of the following.
(1) What is the importance of services marketing in present days?
(2) Why customer service function is more important incase of services than products?
(3) “Retaining the present customers are more beneficial than creating new customers.” Comment.
(4) What is ‘Franchise’ selling?
(5) What is the best strategy to match capacity and demand in case of services?
(6) Which strategies are used to position the services in the market? list them?
(7) Which methods of communication are more appropriate in promoting the services?
(8) Distinguish between variable and non-variable pricing strategy.
(9) In which kind of services, physical evidence is considered more important and why?
(10) What are interfunctional conflicts?
Section-B Marks: 10 Each
2. Do you feel that the marketing of goods and the marketing of services are influenced by the same marketing
strategies? Discuss in detail.
3. What is meant by relationship marketing? What is the need to build relationships? What strategies are
generally used by marketers in building relationships in case of service Organisations?
4. “Introducing a new service product is an exceedingly difficult proposition which involves long-range planning.”
Throw light on this statement and discuss the various steps involved in new service development process.
5. What are the various communication issues involved in promoting services. Discuss the implications of these
issues for developing a promotional strategy for services.
6. Explain the importance of service marketing organization to the modern business. Describe the different types
of organization structures and their relative strengths and weaknesses.
7 Write short notes on the following:
(1) Consumer decision-making process in services
(2) Approaches to pricing services.

MB-503 (9029) Feb. –1999, Services Marketing

Note: - Question No. 1 is compulsory. Attempt any four questions from Section B.
Section-A Marks: 2 Each
1. Write short notes on (2-5 lines) of the following.
(1) Define marketing of services.
(2) Define non-profit service marketing.
(3) Define service positioning
(4) What is target marketing?
(5) What is environment scanning?
(6) What do you mean by life cycle?
(7) What do you understand by services differentiation?
(8) What do you mean by competitors analysis?
(9) Describe different types of services.
(10) What do you mean by “controlling for services marketing”
Section-B Marks: 10 Each
2. “The marketing of services is one of the fastest-growing areas of marketing and distribution” Discuss.
3. Distinguish between product and service. What are the peculiar features of services?
4. Describe the formulation of marketing-mix of a service organization. Give the example of bank or insurance
marketing-mix.
5. Write notes on:
(1) Advertising services
(2) Management consultancy services
6. `Write notes on.
(1) Managing direct and on-line service marketing.
(2) Importance of demand measurement in service marketing
7. Write notes on:

MB - 603 -9-
PTU Question Papers (CMTR Library)
(1) Service quality
(2) Market segmentation.

MB-503 (5002) , Services Marketing

Note: - Question No. 1 is compulsory. Attempt any four questions from Section B.
Section-A Marks: 2 Each
1. Write short notes on (2-5 lines) of the following.
(1) Service sector economy.
(2) Service marketing mix
(3) Service quality
(4) Customer service audit
(5) Market segmentation
(6) Customer retention
(7) Waiting line strategies
(8) Branding service products
(9) Service promotion
(10) Pricing services.
Section-B Marks: 10 Each
2. Distinguish between goods and services marketing. Elaborate on the concept of service marketing triangle.
3. What is meant by customer service function? Discuss the factors which shape customers service function.
4. Elaborate on the quality and relationship marketing. Briefly discuss the strategies for customer retention.
5. Describe various steps involved in the development of positioning strategy. Briefly discuss positioning maps.
6. How would you design a specific service promotion strategy? Discuss with the help of a business example.
7. Write short notes on
(1) Importance of service employees
(2) Strategies for matching capacity and demand.

MB-503 (0100) Jan.-2000, Services Marketing

Note: - Question No. 1 is compulsory. Attempt any four questions from Section B.
Section-A Marks: 2 Each
1. Write short notes on (2-5 lines) of the following.
(1) Services myths
(2) Services marketing triangle
(3) Service recovery
(4) Credence properties
(5) Relationship marketing
(6) Yield management
(7) Positioning maps
(8) Types of new services
(9) Communication issues
(10) Physical evidence
Section-B Marks: 10 Each
2. Discuss the core concepts of services marketing. Briefly elaborate on the growth of service sector economy.
3 How would you measure service quality and productivity? Elaborate
4 Elaborate the decision making process in services. How the process exhibits consumer behabiour? Discuss.
5 Discuss various strategies for matching capacity and demand in service marketing.
6 Describe various strategies and guidelines for service promotion management.
7 Write short notes on:
(1) Primary strategies
(2) Customer service function.

MB-503 (0100) Jan.-2000, Services Marketing

Note: - Question No. 1 is compulsory. Attempt any four questions from Section B.
Section-A Marks: 2 Each
1. Write short notes on (2-5 lines) of the following.
(1) Distinguish between product and service.
(2) What is market segmentation?
(3) What do you understand by ‘organising for services marketing?
(4) What is ‘On-line service marketing’?
(5) Define target marketing.
(6) Describe briefly environment scanning.
(7) Define the concept service quality

MB - 603 - 10 -
PTU Question Papers (CMTR Library)
(8) What is service differentiation/
(9) Define service productivity.
(10) Describe briefly different types of services.
Section-B Marks: 10 Each
2 Define marketing of services and describe the reasons for the phenomenal growth in the service market.
3 Can a service organization apply manufacturing and managerial approach to solve the problem of selling
customer services? Discuss.
4. Explain the formulation of marketing mix of a service organisation. Give the example of bank or insurance
marketing-mix.
5. Describe the basic steps involved in identifying a suitable market position and developing a strategy to reach
it.
6 Explain the importance of measuring demand in the marketing of services.
7 Write notes on:
(1) Hurdles to good service marking
(2) Characteristics of non-profit service marketing.

MB - 603 - 11 -