P. G. D. M. M. (Semester - II),SERVICES MARKETING,2010 Question Paper,University Of Pune Question Paper

University Of Pune Question Paper
P. G. D. M. M. (Semester - II) Examination - 2010
SERVICES MARKETING
(New 2008 Pattern)
Time : 3 Hours] [Max. Marks : 70
Instructions :
(1) Answer any five questions.
(2) All questions carry equal marks.
Q.1) What are the basic characteristics of Services ? What are the implications
of these characteristics in any Service Industry ?
Q.2) How will you segment the following services ?
(a) Banking
(b) DTH
Q.3) “Managing Service Quality is an important Marketing Strategy in Services
Industries.” Analyse this statement.
Q.4) Suggest suitable Channels of Distribution for the following services :
(a) Health Club
(b) Airline
Q.5) Suggest Marketing Mix for the following Services :
(a) Beauty Parlour
(b) Advertising Agency
Q.6) Government of India has appointed you as a Consultant for Designing and
Implementing a Campaign on ‘Swine Flue Prevention’. Suggest a suitable
Campaign Plan.
Q.7) Short notes : (Any Two)
(a) Service Blueprint
(b) Inconsistency
(c) Servqual (SERVQUAL Model)
(d) Service Recovery

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