B.B.A. DEGREE EXAMINATION, NOVEMBER 2017
Fifth Semester
Business Administration
Elective: SERVICES MARKETING
(CBCS 2011 onwards)
Time 3 Hours Maximum 75 Marks
Section A (10 x 2 20)
Answer all questions.
1. What do you mean by "Heterogenity"?
2. Define — Service.
3. Write about the Functional bench marking.
4. List out the types of service layout.
5. What is price bundling?
6. What is franchising?
7. Who is selling agent?
8. State the advantages of direct distribution.
9. Who is called Travel agent?
10. What is personal selling?
Sub. Code
1BBAE1A
AFC-10202
2
ws1
Section B x 5 25)
Answer all questions, choosing either or
11. Explain the reasons for fluctuations in demand for
services.
Or
"Services posses some key distinguishing
characteristics" — Discuss.
12. Draw the service blue print for a Hospital.
Or
What are the uses of internal bench marking?
13. State the reasons for extended marketing mix of
services.
Or
What are the various levels of service product?
14. Why is the direct distribution a logical choice for
service marketing?
Or
Explain the types of agents.
15. Explain the price mix for the insurance organization
that helps in making of a motivation tool.
Or
Explain the marketing mix of a professional service
provider.
AFC-10202
3
ws1
Section C x 10 30)
Answer any three questions.
16. Discuss the impact of social environment on the growth of
services marketing.
17. Describe the role of flow charts in designing the service
process.
18. Explain the promotion objectives used to target different
customer groups.
19. What are the common issues in involving intermediaries?
20. What are the factors leading to the growth of health care
in India?
————————