Exam Details
| Subject | marketing of services | |
| Paper | ||
| Exam / Course | m.b.a. in b – marketing management | |
| Department | ||
| Organization | acharya nagarjuna university-distance education | |
| Position | ||
| Exam Date | May, 2018 | |
| City, State | new delhi, new delhi |
Question Paper
Total No. of Questions 08] [Total No. of Pages 02
M.B.A. DEGREE EXAMINATION, MAY 2018
Third Year
B-MARKETING MANAGEMENT (Optional)
Marketing of Services
Time 3 Hours Maximum Marks :70
SECTION A
Answer any three questions. x 5 15)
Q1) Conceptual framework of marketing of services.
Branding of financial services.
Hospitality marketing.
Marketing of cardiac care.
Professional education.
Logistics.
SECTION B
Answer any three questions. x 15 45)
Q2) Explain various elements of designing service strategy.
Q3) Explain about marketing of consumer banking.
Q4) Traceout marketing opportunities for tourism in India.
Q5) Discuss about marketing of health services at Apollo hospitals.
Q6) Discuss implication for advertising agencies.
Q7) Explain the role of logistics in marketing.
SECTION C
(Compulsory)
Q8) Case Study:
Fast Express Courier Ltd. (FECL) is an innovative overnight delivery company
that helped change the way companies do business. It was the first company to
offer an overnight delivery system, but the company markets more than just a
delivery service. What FECL really sells is on-time reliability. The company
markets risk reduction and provide the confidence that people shipping packages
will be "absolutely, positively, certain their packages will be there by 10.30 in
the morning".
In fact, FECL sells even more than reliable delivery. It designs tracking and
inventory management systems for many large companies. In other words, the
customers buy more than just delivery service they buy a solution to their
distribution problems. For example, a warehouse designed and operated by
FECL is part of the distribution centre for a very large computer firm. In other
organizations, customers can place an order for inventory as late as midnight,
and the marketer, because of FECL's help, can guarantee delivery by the next
morning. FECL has positioned itself as a company with a service that solves its
customer's problems.
Questions:
3 What is FECL's product? What are the tangible and intangible elements of
this service product?
4 What are the elements of service quality for a delivery service like FECL?
5 In what way does technology influence FECL's service quality?
M.B.A. DEGREE EXAMINATION, MAY 2018
Third Year
B-MARKETING MANAGEMENT (Optional)
Marketing of Services
Time 3 Hours Maximum Marks :70
SECTION A
Answer any three questions. x 5 15)
Q1) Conceptual framework of marketing of services.
Branding of financial services.
Hospitality marketing.
Marketing of cardiac care.
Professional education.
Logistics.
SECTION B
Answer any three questions. x 15 45)
Q2) Explain various elements of designing service strategy.
Q3) Explain about marketing of consumer banking.
Q4) Traceout marketing opportunities for tourism in India.
Q5) Discuss about marketing of health services at Apollo hospitals.
Q6) Discuss implication for advertising agencies.
Q7) Explain the role of logistics in marketing.
SECTION C
(Compulsory)
Q8) Case Study:
Fast Express Courier Ltd. (FECL) is an innovative overnight delivery company
that helped change the way companies do business. It was the first company to
offer an overnight delivery system, but the company markets more than just a
delivery service. What FECL really sells is on-time reliability. The company
markets risk reduction and provide the confidence that people shipping packages
will be "absolutely, positively, certain their packages will be there by 10.30 in
the morning".
In fact, FECL sells even more than reliable delivery. It designs tracking and
inventory management systems for many large companies. In other words, the
customers buy more than just delivery service they buy a solution to their
distribution problems. For example, a warehouse designed and operated by
FECL is part of the distribution centre for a very large computer firm. In other
organizations, customers can place an order for inventory as late as midnight,
and the marketer, because of FECL's help, can guarantee delivery by the next
morning. FECL has positioned itself as a company with a service that solves its
customer's problems.
Questions:
3 What is FECL's product? What are the tangible and intangible elements of
this service product?
4 What are the elements of service quality for a delivery service like FECL?
5 In what way does technology influence FECL's service quality?