DISTANCE EDUCATION
M.B.A. DEGREE EXAMINATION, MAY 2018.
Fourth Semester
MARKETING SERVICES
(2012-13 Academic Year and 2013 Calendar Year Only)
(English medium only)
Time Three hours Maximum 100 marks
SECTION A — x 8 40 marks)
Answer any FIVE questions.
1. Discuss the unique characteristics of services with
suitable examples.
2. Discuss the essentials of service marketing.
3. Explain the pricing strategies to be adopted when a new
product is introduced.
4. Explain how a service organisation must develop its
employees to deliver quality service.
5. Explain the techniques of customer retention.
6. Describe briefly the gaps in service quality.
7. Explain the different types of users of the tourism
services.
8. How effective is promotion mix in educational services?
Sub. Code
413
DE-4318
2
Ws19
SECTION B — x 15 60 marks)
Answer any FOUR questions.
9. Discuss the positioning strategy for a service product of
your choice.
10. Satisfaction and delight are strongly influenced by
customer expectation. Explain the various levels.
11. Discuss the benefits and challenges of distributing
services through agents.
12. What are services? Bring out the differences between
goods and services.
13. Discuss the ways in which an organisation can tackle the
problem of customer gaps.
14. Justify the need for applying marketing strategies in the
health care service.
15. In what way customer satisfaction is measured by the
service sector? Discuss the evaluation techniques.