M.B.A. DEGREE EXAMINATION, APRIL 2017
Fourth Semester
MARKETING OF SERVICES
(CBCS 2013 onwards)
Time 3 Hours Maximum 75 Marks
Part A x 3 15)
Answer all questions.
All questions carry equal marks.
1. Explain briefly the marketing mix for services.
2. What is service encounter?
3. What are positioning maps?
4. Write a note on GAPS model.
5. Explain the importance of marketing for leisure services.
Part B x 10 50)
Answer all questions, choosing either or
All questions carry equal marks.
6. Explain the factors influencing the growth in
services marketing.
Or
Describe the characteristics of services.
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7. Discuss the role of servicescape in service
marketing.
Or
Discuss the classification of services developed by
Christopher Lovelock.
8. Discuss the dimensions of positioning of services.
Or
Explain the steps in developing positioning
strategy.
9. Describe the SERVQUAL dimensions in details.
Or
Comment on the measurement of satisfaction of
services.
10. Explain the characteristics of hotel industry
market.
Or
What are the challenges and prospects of
telecommunication services in India?
Part C 10 10)
Compulsory.
11. Mr. X opened as a Lunch and Snack Joint in the newly
developed office area in outskirts of Chennai. The area is
developed with a number of I.T. industries. The boom in
the IT Industry enabled a number of new startup
companies to prosper. The main investment of those
types of companies was in real estate in the form of
Offices and Infrastructure Development. The companies
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prospered using English Speaking College graduates
available in adequate numbers at salaries that are
not too high. A majority of employees of those
companies were unmarried fresh graduates. About a year
after Mr. X opened Mr. Joshi another owner, was
contemplating on business expansion. During one
afternoon Mr. Joshi was focusing on the customer
complaints received which majorly focused on late serving
time in-spite of continuous efforts. The business of Mr. X
had grown in all leaps and bounds within a short period
of time. However a new restaurant was going to open in
the neighbouring building. Therefore expansion and
improvement of facilities was the key focus of Mr. Joshi
to stay in the competition.
Mr. Joshi thought that they should go for top class decor,
fancy designer furniture that would push them
up-marked and they would also be able to charge better.
He thought for going for new monogrammed ceramic
cutlery to give a distinct look. They also thought of
buying some new kitchen equipment with electric tandoor
and improvised kitchen equipment. The main concern
was to borrow a large sum of money from a financer. As it
would lead to increase charges or considerably reduce
food portions and charge extra for additional portions of
dal or curry that is currently free of charge, He wandered
if the crowd of office goers who are their main customers
would be able to afford that, He always thought that their
main need was to a fed substantial meal as they are all
young and work long hours. Mr. Joshi thought that
people liked his food because they served healthy home
like food at prices that his customers afford at their
salary level. Deciding how to go about this expansion is a
real problem.
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Questions
Describe characteristics of the current clientel
vis-a-vis their food needs during the working hours.
What would be the desired and adequate levels of
service? What level of service would you plan to
deliver?
Based on your analysis and given shortage of funds,
can you suggest what should be the main elements
of the planned investment? Which investments can
be avoided and for what reasons?
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