University Of Pune Question Paper
M. M. M. ( Semester - II ) Examination - 2010
SERVICES MARKETING
(New 2008 Pattern)
Time : 3 Hours] [Max. Marks : 70
Instructions :
(1) Attempt any two questions from Q. Nos. 1 to 4.
(2) Q. Nos. 5 and 6 are compulsory.
(3) Marks are indicated on the right side of the paper.
(4) Explain with suitable examples wherever necessary.
Q.1) Using Concept of Goods and Services, describe relationship
between Goods and Services in Marketing a Car Rental Company. [15]
Q.2) People are critical elements in the successful delivery of Services.
Explain. [15]
Q.3) Explain various Distribution Strategies for Services with examples. [15]
Q.4) If you were the Manager of a Service Organisation and wanted to
apply GAP MODEL to improve service, how would your proceed
to close gap ? [15]
Q.5) Write short notes : (Any Four) [20]
(a) Demand Based Pricing
(b) Internal Marketing
(c) Internet Communication
(d) Service Positioning Strategies
(e) Service Blueprint
Q.6) Case Study : [20]
Durvankur opened as a Lunch and Snack Joint in the newly developed office
area in Hinzewadi near Pune. The area of Hinzewadi developed when a
number of I.T. Industries developed. The boom in the IT Industry enabled
a number of new startup companies to prosper. The main investment of
those types of companies was in real estate in the form of Offices and
Infrastructure Development. The companies prospered using English Speaking
College graduates available in adequate numbers at salaries that are not too
high. A majority of employees of those companies were unmarried fresh
graduates.
About a year after Durvankur opened, Mr. Joshi the owner, was contemplating
on business expansion. During one afternoon Mr. Joshi was focussing on
the customer complaints received which majorly focused on late serving
time inspite of continuous efforts. The business of Durvankur had grown
leaps and bounds within a short period of time. However a new restaurant
was going to open in the neighbouring building. Therefore expansion and
improvement of facilities was the key focus of Mr. Joshi to stay in the
competition.
Mr. Joshi thought that they should go for top class decor, fancy designer
furniture that would push them upmarked and they would also be able to
charge better. He thought for going for new monogrammed ceramic cuttlery
to give a distinct look.
They also thought of buying some new kitchen equipment with electric
tandoor and improvised kitchen equipment.
The main concern was to borrow a large sum of money from a financer.
As it would lead to increase charges or considerably reduce food portions
and charge extra for additional portions of dal or subzi that is currently
free of charge for fixed thali customers, said Joshi. He wondered if the
crowd of office goers who are their main customers would be able to afford
that. He always thought that their main need was to a fed substantial meal
as they are all young and work long hours. Mr. Joshi thought that people
liked his food because they served healthy home - like food at prices that
his customers afford at their salary level. Deciding how to go about this
expansion is a real problem.
(a) Describe characteristics of the current clientel vis-a-vis their food
needs during the working hours.
(b) What would be the desired and adequate levels of service ? What
level of service would you plan to deliver ?
(c) Based on your analysis and given shortage of funds, can you
suggest what should be the main elements of the planned
investment ? Which investments can be avoided and for what
reasons ?
M. M. M. ( Semester - II ) Examination - 2010
SERVICES MARKETING
(New 2008 Pattern)
Time : 3 Hours] [Max. Marks : 70
Instructions :
(1) Attempt any two questions from Q. Nos. 1 to 4.
(2) Q. Nos. 5 and 6 are compulsory.
(3) Marks are indicated on the right side of the paper.
(4) Explain with suitable examples wherever necessary.
Q.1) Using Concept of Goods and Services, describe relationship
between Goods and Services in Marketing a Car Rental Company. [15]
Q.2) People are critical elements in the successful delivery of Services.
Explain. [15]
Q.3) Explain various Distribution Strategies for Services with examples. [15]
Q.4) If you were the Manager of a Service Organisation and wanted to
apply GAP MODEL to improve service, how would your proceed
to close gap ? [15]
Q.5) Write short notes : (Any Four) [20]
(a) Demand Based Pricing
(b) Internal Marketing
(c) Internet Communication
(d) Service Positioning Strategies
(e) Service Blueprint
Q.6) Case Study : [20]
Durvankur opened as a Lunch and Snack Joint in the newly developed office
area in Hinzewadi near Pune. The area of Hinzewadi developed when a
number of I.T. Industries developed. The boom in the IT Industry enabled
a number of new startup companies to prosper. The main investment of
those types of companies was in real estate in the form of Offices and
Infrastructure Development. The companies prospered using English Speaking
College graduates available in adequate numbers at salaries that are not too
high. A majority of employees of those companies were unmarried fresh
graduates.
About a year after Durvankur opened, Mr. Joshi the owner, was contemplating
on business expansion. During one afternoon Mr. Joshi was focussing on
the customer complaints received which majorly focused on late serving
time inspite of continuous efforts. The business of Durvankur had grown
leaps and bounds within a short period of time. However a new restaurant
was going to open in the neighbouring building. Therefore expansion and
improvement of facilities was the key focus of Mr. Joshi to stay in the
competition.
Mr. Joshi thought that they should go for top class decor, fancy designer
furniture that would push them upmarked and they would also be able to
charge better. He thought for going for new monogrammed ceramic cuttlery
to give a distinct look.
They also thought of buying some new kitchen equipment with electric
tandoor and improvised kitchen equipment.
The main concern was to borrow a large sum of money from a financer.
As it would lead to increase charges or considerably reduce food portions
and charge extra for additional portions of dal or subzi that is currently
free of charge for fixed thali customers, said Joshi. He wondered if the
crowd of office goers who are their main customers would be able to afford
that. He always thought that their main need was to a fed substantial meal
as they are all young and work long hours. Mr. Joshi thought that people
liked his food because they served healthy home - like food at prices that
his customers afford at their salary level. Deciding how to go about this
expansion is a real problem.
(a) Describe characteristics of the current clientel vis-a-vis their food
needs during the working hours.
(b) What would be the desired and adequate levels of service ? What
level of service would you plan to deliver ?
(c) Based on your analysis and given shortage of funds, can you
suggest what should be the main elements of the planned
investment ? Which investments can be avoided and for what
reasons ?
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