DISTANCE EDUCATION
M.B.A. DEGREE EXAMINATION, DECEMBER 2017.
Fourth Semester
MARKETING OF SERVICES
(2012-2013 Academic year and 2013 Calendar Year only)
(English Medium Only)
Time Three hours Maximum 100 marks
PART A — × 8 40 marks)
Answer any FIVE questions.
1. What are the basic characteristics of service?
2. What are the need for relationship in service marketing?
3. What is product positioning and explain four components
of product positioning?
4. What is meant by the term marketing mix? What are the
various elements of marketing mix?
5. Discuss the relationship between customer satisfaction
and customer retention.
6. State the different categories of users of insurance
services.
7. Explain the key factors contributing to service quality.
8. Explain the features of transport service.
Sub. Code
413
DE-3206
2
wk4
PART B — × 15 60 marks)
Answer any FOUR questions.
9. Briefly discuss the recent trends in service sector in
India.
10. Consumer behaviour in service are different from
business sector. Explain it.
11. Explain the importance of service positioning.
12. Develop the ways and means of customer relations
management to be practiced for retail shop?
13. Briefly explain the role of package tours in the promotion
of tourism.
14. Briefly explain the different types of mutual funds.
15. Do you think educational services and social marketing
have things in common? Explain.
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