(Directorate of Distance Education)
Note: Answer all the Five sub-questions and each sub-questions carries 2 marks. Answer
to each sub-question shall be in not more than six sentences. 5 X 2 10
1. What do you mean by Services?
Define Service Quality.
What is Service Market Segmentation?
What is meant by Physical Evidence in Service Marketing?
What do you mean by CRM?
Note: Answer any Three of the following questions and each question carries 10 marks.
Answer to each question shall be in not more than five pages. 3 x 10 30
2. "Consumers often exhibit distinctive behavioral patterns in relation to purchase of
service". Discuss.
3. Discuss the pricing strategies applicable for services with suitable examples.
4. Critically evaluate the GAP model of service quality.
5. What is service positioning? Explain the different service positioning strategies.
6. State the reasons for the growth of the service sector. List out the key service
business in India and their contribution to the growth of the sector.
Note: Answer any Two questions and each question carries 15 marks. Answer to each
question shall be in not more than eight pages. 2 x 15 30
7. "Traditional marketing is also applicable to services. The only difference is that it
has to be applied to the service sector". Comment.
8. Define "Service component mix"? Explain the components of the marketing mix.
9. Define CRM. Explain the CRM practices of a service organisation of your choice.
a. This section is only for the students of New Scheme with 20 internal assessment
marks
b. Answer any One question and it carries 10 marks. Answer to the question shall be
in not more than five pages. 1 x 10 10
10. Examine the guidelines for the development of physical evidence strategies
11. Explain the market for educational services and the marketing approaches of
educational institutions.