University Of Pune Question Paper
M. M. M. ( Semester - II ) Examination - 2012
SERVICES MARKETING
(New 2008 Pattern)
Time : 3 Hours] [Max. Marks : 70
Instructions :
(1) Q. No. 5 and 6 are compulsory.
(2) Attempt any two from Q. 1 to 4.
(3) Figures to the right indicate full marks.
Q.1) Define ‘Services’. What are the characteristics of Services ? Discuss
with relevant examples. [15]
Q.2) How will you use the 7 P’s to Market a Museum ? [15]
Q.3) Discuss the different bases of Segmentation with appropriate examples
from the Services Sector. [15]
Q.4) Explain in detail, which Distribution Strategies you will adopt for
‘Service Marketing’ ? [15]
Q.5) Write short notes : (Any Four) [20]
(a) Handling of Service Complaints
(b) Gap Model
(c) Requirements for Customer Retention
(d) Advertising and Sals Promotion in Service Industry
(e) New Trends in Service Sector
Q.6) Case Study :
The new incumbent to the office of the Chief General Manager of
the Municipal Transport is wondering how to make the operations
profitable. He has jotted same of his findings about the current state
of affairs.
• The Municipal Transport has a large, acging flat of bases.
Induction of new bases is a case of too-late-too few.
• The geographical expanse of the city it serves is big. City areas
have several government offices, hospitals and educational institutes,
not to mention huge residential sectors. The fringe areas are dotted
with industrial development zones. They contain industrial units
employing a large number of citizens of the city and adjoining
suburbs.
• The ratio of number of employees to a vehicle operated by the
transport matches unfavorably with the standard norms i.e. to
say the transport is over-staffed. Inspite of this, in the opinion
of public the buses are not clean, break down frequently and
do not stick to a time table. Besides, the ‘Staff’ of the transport
is infamously known for bring ende.
• A recent survey has showed that most commuters will like and
prefer to travel by the Municipal Transport, rather than using
personal transport means (cars, motorcyles etc.). They only hope,
the fares will be low.
The Chief General Manager has appointed you, as Marketing Manager
of this Municipal Transport. Present a detailed scheme for successful
marketing of this Public Transport System. [20]
M. M. M. ( Semester - II ) Examination - 2012
SERVICES MARKETING
(New 2008 Pattern)
Time : 3 Hours] [Max. Marks : 70
Instructions :
(1) Q. No. 5 and 6 are compulsory.
(2) Attempt any two from Q. 1 to 4.
(3) Figures to the right indicate full marks.
Q.1) Define ‘Services’. What are the characteristics of Services ? Discuss
with relevant examples. [15]
Q.2) How will you use the 7 P’s to Market a Museum ? [15]
Q.3) Discuss the different bases of Segmentation with appropriate examples
from the Services Sector. [15]
Q.4) Explain in detail, which Distribution Strategies you will adopt for
‘Service Marketing’ ? [15]
Q.5) Write short notes : (Any Four) [20]
(a) Handling of Service Complaints
(b) Gap Model
(c) Requirements for Customer Retention
(d) Advertising and Sals Promotion in Service Industry
(e) New Trends in Service Sector
Q.6) Case Study :
The new incumbent to the office of the Chief General Manager of
the Municipal Transport is wondering how to make the operations
profitable. He has jotted same of his findings about the current state
of affairs.
• The Municipal Transport has a large, acging flat of bases.
Induction of new bases is a case of too-late-too few.
• The geographical expanse of the city it serves is big. City areas
have several government offices, hospitals and educational institutes,
not to mention huge residential sectors. The fringe areas are dotted
with industrial development zones. They contain industrial units
employing a large number of citizens of the city and adjoining
suburbs.
• The ratio of number of employees to a vehicle operated by the
transport matches unfavorably with the standard norms i.e. to
say the transport is over-staffed. Inspite of this, in the opinion
of public the buses are not clean, break down frequently and
do not stick to a time table. Besides, the ‘Staff’ of the transport
is infamously known for bring ende.
• A recent survey has showed that most commuters will like and
prefer to travel by the Municipal Transport, rather than using
personal transport means (cars, motorcyles etc.). They only hope,
the fares will be low.
The Chief General Manager has appointed you, as Marketing Manager
of this Municipal Transport. Present a detailed scheme for successful
marketing of this Public Transport System. [20]
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