Wednesday, December 16, 2015

M.M.S./M.B.S. (Semester – I),2010 Question Paper,103 (A) : Marketing Management Specialization,University Of Pune Question Paper

University Of Pune Question Paper
M.M.S./M.B.S. (Semester – I) Examination, 2010
(New) (2008 Pattern)
103 (A) : Marketing Management Specialization
SERVICES MARKETING AND BRAND MANAGEMENT
Time: 3 Hours Max. Marks: 70
Note : 1) All questions carry equal marks.
2) Solve any five questions.
1. “Marketing of services is more challenging than product marketing”-Give your
views. Also explain the difference between goods and services.
2. “Not all products become brands”-Comment. Also explain the steps brand building
process.
3. Discuss the role of technology and e-services in the customer satisfaction with
the help of suitable examples.
4. Describe the concept, merits and demerits of celebrity endorsement’ with the
help of suitable examples.
5. Explain any three potential service sectors in India.
6. a) Explain SERVQUAL model in detail.
b) Comment on “Failure and Recovery of services”.
7. Write short notes on (any two) :
a) Brand Equity.
b) Self-service technologies.
c) Co-branding.
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Duraimani

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