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MODEL PAPER - I
SERVICES MARKETING
3) In the field of service marketing mix, ______ are referred to as both the
service personnel as well as the customers, because in some cases not
only the service personnel but the customers are also essential for
delivering the service successfully.
a) Place b) People
c) Price d) Physical evidence
10) ______ is usually viewed as a process through which a firm moves from
operating only in its home market to international markets.
a) Globalisation b) Modernisation
c) Specialisation d) Organising
SECTION - B (55=25)
Note: Answer All questions.
11) a) What do you understood by the term service.
Or
b) Briefly explain the factors influencing service marketing.
12) a) State the different levels of service product.
Or
b) Outline the concept of service pricing.
13) a) Discuss the methods of providing physical evidence.
Or
b) Discuss the role of communication in service marketing.
14) a) What do you mean by financial services?
Or
b) Write a note on deciding service quality of financial services.
15) a) List the three factors for growth of global services markets?
Or
b) Comment on the dimensions of global service strategy.
SECTION - C (58=40)
Note: Answer All questions.
16) a) Explain the characteristics of services.
Or
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Model Papers 235
b) Explain the concept of service marketing. Differentiate between
product and service marketing.
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236 BBA Sixth Semester (Services Marketing) Bh.U
17) a) Give a detail account of augmented marketing mix.
Or
b) What is a service product? Explain the steps involved in planning of
service product.
18) a) What do you mean by physical evidence? Give its elements.
Or
b) Explain the types of service communication.
19) a) Discuss the perspectives on financial service quality.
Or
b) Discuss how financial services can be segmented, targeted and
positioned?
20) a) What are principal driving forces in global marketing of services?
Or
b) Describe the principal driving forces in global marketing of services.
MODEL PAPER - II
SERVICES MARKETING
3) ______ is a strategy in which the initial price of the service is set low in
relation to the target markets range of expected prices.
a) Odd pricing b) Prestige pricing
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Model Papers 237
c) Market penetration pricing d) Both a and b
4) ______ is the route between producers and users through which goods are
distributed.
a) Service channel b) Marketing channel
c) Distribution channel d) None
8) The growing ______ awareness has made this age of plastic money.
a) Adhaar card b) Credit card
c) Pan Card d) All of these
10) The process of ______ is a case of dominance of one company over the
other.
a) Joint venture b) Acquisition
c) Strategic alliances d) Piggybacking
SECTION - B (55=25)
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Model Papers 239
14) a) Explain service profit chain.
Or
b) Comment on understanding customer expectations.
SECTION - C (58=40)
19) a) Devise the financial service marketing mix strategies for credit cards
and home loans.
Or
b) Explain the marketing mix of banking and insurance.
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