Sunday, November 29, 2015

103-A : SERVICES MARKETING AND BRAND MANAGEMENT,University Of Pune Question Paper,M.M.S./M.B.S. (Semester – I),2012 Question Paper

University Of Pune Question Paper
M.M.S./M.B.S. (Semester – I) Examination, 2012
Marketing Specialisation
103-A : SERVICES MARKETING AND BRAND MANAGEMENT
(2008 Pattern)
Time : 3 Hours Max. Marks : 70
Instructions :1) Answer any 5 questions.
2) All questions carry equal marks.
1. Define Services Marketing. Discuss 7 Ps of services marketing mix in detail
with suitable examples. 14
2. What is customer satisfaction ? What is its significance in the service Industry ?
What factors will you consider to measure customer satisfaction ? 14
3. What is brand equity ? Explain any one model of brand equity. 14
4. Critically examine the reasons for growth of Services Industry in India. 14
5. Explain :
a) Co-branding 7
b) Celebrity endorsement. 7
6. Elaborate the steps in brand building process. Give suitable examples. 14
7. Write short notes on (any 2) : 14
a) Classification of services
b) Service life cycle
c) e-services
d) Brand tracking.
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