Services Marketing

UNIT- 1

Part-A

1.      What is meant by services marketing ?

2.      Write down the characteristics of services ?

3.      What do you understand by service economy ?

4.      State the difference between goods and services.

5.      List out the major reasons for  service sector growth in India.

6.      How is the service sector important to our economy ?

7.      What do you mean by derived service ?

8.      Write short note on implication of perishablity of service.

9.      List out the dimensions of service quality.

10.    What is meant by expected service quality?

11.    What are the goals of service quality management?

12.    What is Services Marketing triangle?

13.    Write the stages in the evolution of services marketing.

14.    What is heterogeneity?

15.    What are the problems due to inseparability?

16.    What are the reasons for the growth of service economy?

17.    Explain internal marketing and interactive marketing.

18.    What is health care service?

19.   What are the implications of inseparability?

20.   What are the problems due to heterogeneity?

21.    How do you overcome difficulties due to heterogeneity?

22.   What is mean by  Goods-Service Continuum?

Part-B

Section-A

1.      Explain  the reasons which have stimulated the growth of services in India.

2.      Explain the evolution and growth of service sector.

3.      Is it possible for an economy to be based entirely on services?-Discuss.

4.    How are services different from goods ? What are the marketing related tasks to be carried out by service marketers because of the nature of services ?

5.      Enumerate the growth and evolution of service sector.

6.      What is scope and unique characteristics of service ?

 

Section-B

1.      Enumerate the issues and challenges in service marketing

2.      What unique characteristics of services are posing challenges in marketing the services to the managers?

3.      Explain the importance of services to our economy. what are the challenges faced by service marketers in India?

 

UNIT- 2

Part-A

1.      What is service market potential ?Write down the importance of assessing service market potential.

2.      Write down the methods to assess service market potential.

3.      What is the role of service people in service marketing?

4.      What is the role of physical evidence in service marketing ?

5.      What are the components of service marketing mix?

6.      What do you understand by service positioning?

7.      What is mass customisation ?

8.      What is the purpose of service environment ?

9.      List down the various service marketing environment.

10.  What are the elements of  servicescape in a service environment  ?

11.  How can service marketers reposition themselves ?

12.  What is service market segmentation? List down the process.

13.  What is service market targeting ?List the bases and strategies .

14.  State the difference between customer expectation and customer perception behaviour.

15.  What are the bases for classification of service ?

Part-B

Section-A

1.      Discuss the importance of various environmental factors in service marketing.

2.      Explain the basic steps and challenges in service market segmentation for service organisations.

3.      Discuss elaborately the classification of services in the service marketing opportunities

4.      “The 7P’s are all a marketing manager needs to create a marketing strategy for a service business”. Give your response with justification.

5.      What are the basic steps in market segmentation ? What specific challenges exist for service organisation when it comes to segmentation ?

6.      What is the role of segmentation, targeting and positioning in service marketing ?

 

Section-B

1.      Define service positioning. Discuss how the dimensions of service quality can be used for positioning strategies.

2.      Explain the expanded marketing mix elements of service (7Ps) with an example of your choice.

3.       Explain how the service environment can influence consumer responses.

4.      Elaborately discuss how marketing of services differs from product or goods marketing.

 

 

UNIT-3

Part-A

 

1.      What is meant by service design?

2.      What are the elements of service design ?

3.      What are the three components of service design?

4.      What is meant by service quality? List its elements .

5.      Define service life cycle.

6.      What are the stages in service life cycle?

7.      Write down the objectives of service life cycle.

8.      Write down the new service development process.

9.      What is service blueprinting? List its components.

10.  List down the stages in Service blue printing (Existing and New )

11.  Comment on SERVQUAL.

12.  List down the service quality dimensions.

13.  How can research help to design new services ?

14.  What are the criteria customers can use to evaluate service quality ?

15.  What is SQFD? List down its process.

16.  List the tools used for SQFD.

17.  What is meant by service gap? List its types .

18.  What do you mean by provider gap ?

19.  List suggestions to reduce service gaps.

20.  What do you mean by zone of tolerance ?

 

Part-B

 

Section-A

1.      Discuss the stages in new service development process.

2.      What are the gaps that can occur in service design and delivery ? suggest ways to close the delivery Gap

3.      Explain the concept of service blueprinting and its role in strategic positioning with an example.

4.      Discuss the GAP’s model for service quality.

5.      What are the stages in service life cycle and explain it with examples

 

 

Section-B

1.      Discuss the significance of GAP’s model of service quality in service design and development

2.       Describe a service blue print for a fast food restaurant/Hospitals/Hotels/Railways/Education/Bank

3.      Give a brief account on the various dimensions of SERVQUAL.

4.      Explain steps in building service blueprint. Explain its application.

 

 

 

UNIT-4

Part-A

1.            What is service positioning?

2.            What are the ways to position a service?

3.            How you can differentiate a service from another service ?

4.            Define service delivery.

5.            What are all the characteristics of service delivery?

6.            List down the service delivery strategies.

7.            What is impact of technology in delivering services

8.            What is meant by service marketing triangle

9.            What is meant by service channel ? List its types.

10.        List down the role of intermediaries(channel) in service marketing.

11.        What do you understand by pricing of services ?

12.        State the significance of service marketing communication(promotion)

13.        List the 4 Cs of delivering customer service .

14.        What are the difference between product and service delivery channels ?

15.        What is dynamic pricing?

16.        What are the options for service delivery ?

17.        Bring out the service process.

18.        Brief the role of people in service.

19.        What is integrated service marketing communication ?

20.        What are the objectives of  service marketing communication ?

 

 

 

Part-B

Section-A

1.      What are the basics to be considered for channel selection ? Explain.

2.      Discuss the various strategies to position the service .

3.       Explain the challenges for distributing services internationally.

4.      Discuss about the various pricing methods of services with suitable examples

5.      Write briefly the methods of pricing the services and trace the scope and challenges involved in pricing the services.

6.      What are the factors to be considered while  designing service delivery system ? Explain

 

Section-B

 

1.      Discuss the cost oriented, competition oriented and demand oriented methods of pricing.

2.      What are the issues to be considered for channel selection? Explain.

3.       Describe the significance of integrated marketing communication in promoting of services in this era of globalisation.

4.      “The Internet has dramatically changed the way service marketers communicate with their customers”- comment.

Unit-5

Part-A

1.      List down the 7Ps of Hospitality,Tourism, Banking,Logistics,Education,Entertainment,IT services.

2.      List down the  characteristics Hospitality,Tourism, Banking, Logistics, Education, Entertainment,  IT services.

3.      Identify any four challenges in Hospitality,Tourism, Banking, Logistics, Education, Entertainment,   IT services.

4.      What is meant by proactive services ?

5.      What are the components involved in formulating marketing strategies for tourism industry ?

6.      What are the factors affecting logistics industry ?

7.      What are the service marketing strategies for tourism industry.

8.      Define service strategy.

9.      Give a recent example for innovative service strategy adopted in entertainment sector.

10.  How can customers participate in service creation and delivery ?

11.  Suggest ways to improve billing systems at hotels.

12.  Identify any four challenges in hospital marketing.

13.   Outline entertainment services.

14.  What is service mapping ?

15.  What is role of process in building customer relation ?

Part-B

Section-A

1.      How will you formulate service marketing strategy for tourism industry ? Discuss

(prepare for Hospitality, Banking,Logistics,Education,Entertainment,IT services also )

2.      Describe a service experience you have had recently and suggest ways to improve the experience.

3.      Explain briefly the service marketing strategies adopted by an educational institution in your area.

4.      Critically examine the formulation of service marketing strategies for logistics industry.

5.      Briefly outline the sales process for financial services. What are the alternative methods of sales utilized by financial services ?

6.      Explain the SERQUAL attributes with special preference to educational institution

Section-B

1.      Discuss the impact of globalisation in tourism industry in India

(prepare for Hospitality, Banking,Logistics,Education,Entertainment,IT services also )

2.      Suggest some suitable service marketing strategies readily adopted by the government to improve tourism services in Tamilnadu.

3.      Develop a marketing strategy for a company that wants to launch rural arts programs in metro cities.

4.      Critically evaluate the impact of privatization and globalisation in educational services in India

5.      Amusement theme parks have been forced to follow several competitive strategies to pull customers and generate revenue – critically discuss the statement.


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