Services Marketing July 2016 (2014 Scheme).pdf

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Third Semester o

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Time:3 hrs.

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,. SECTTON - A a

IYote : Answer any FOIIR questions

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What do you understaiid by zone c,itoleranoe?

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Define Services.

3 4 5

What do you rnean by Penetration Pricing?

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Give any three key reasons for GAP

What are the hard and soft standards?

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(03 Marks) (03 Marks)

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E,xplain the different levels of relationship strategies.

(07 Marks)

3 4

What are the strategies for enhancing customer participation

Explain five dimensions of service quality.

(07 Marks)

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E,xplain the criteria fbr an effbctive service research program.

(07 Marks)

Explain the different types of service scopes.

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Disc.uss the various approaches used in pricing of services.

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Distinguish between goods and services in marketing.

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4 involving communication.

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SECTIQN . B lYote : Answer any FOUR questions from Q.lYo.I to Q.No.7.

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Who are known as "Boutldary Spanners"? Why'?

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Explain the concept of Mystery shopping.

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from Q.No.l to Q.No.7.

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SECTION . C Note : Answer any FOUR questions from Q.A{o.1 to Q"No.7.

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Explain the expanded marketing mix of services.

(10 N4arks)

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What are the strategies for effective delivery through Intennediaries? Explain.

(10 Marks)

Discuss the process for setting customer defined service standards.

(10 Marks)

What are the key factors that influenie custouler expectation of services?

(10 Marks)

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Discuss the strategies for Closing Provider Gap

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Explain steps used in building a service blue print.

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Discuss the benefits and chailenges for companies in eiectronic distribution of services. (10 Marks)

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CLUB MED

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SECTIOF,[ . t) CASE STUDY - J Compulsory

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The Indian marketing context is being exposed to a host of products and service categories wtrich have never been rnarketed in the last several decades. Holiday packages are being introduced by a number of travel service companies. CLUB ME,D, the French holiday services firm which markets holiday packages in several countries entered India and sold around 700 holiday packages in 1995. A night's stay at a CLUB MED village in any ofl its ten resorts in Asia would cost between Rs 4200 and Rs 4550 to the holidayer. It has resofts in Malaysia, Thailand Mauritius, Indonesia and the Maldives. The proposition is fun oriented holidays. Direct rnailers, selling the packages to corporate (who could reward their ernpioyees) and promotional tie - ups with diners and annexe *eie some of the strategies tried out by the company. Advertising conver/ed the holidays trraving fun in exotic locales, worldwide , CLUB MED has a high degree of loyalty with 75a of the holidayers making a repeat buy. CLUB MED seems to have withdrawn from the Indian context.

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Answer the following Questions

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1. Explain the need for Holiday packages in India. 2. Explain the holiday package services strategies required for the

3. 4.

Comment on the strategies of CLUB MED. What marketing strategies would you recommend context?

(05 Marks)

Indian market. (05 Marks) (05 Marks)

for creating

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(05 Marks)

Integrated Marketing Communication July 2016 (2014 Scheme).pdf ...