MBA old year question papers sub: marketing of services

Uttarakhand Technical University
 (utu)
MBA old year question papers
sub: marketing of services
(A Marketing Management Group)

Note: Attempt only Five Questions:
          All questions carry equal marks.

time 3hrs

marks: 70 

Q1: Attempt any four out of following:

1. Service encounter.
2. Word of mouth.
3. The Gap Model of Services Quality.
4. Moment of truth.
5. Media gets angulfed by competition.
6. Extended marketing mix.

Q2: (A) What do you understand by the service quality? Explain the six steps approach of implementing quality service.

     (B) Utilizing the servuction model. Describe your experience with any service provider you had chance to interact with.

Q3: (A) Front line managers are the impression managers of an organization? Discuss

      (B) A dissatisfied and unhappy employee can never deliver satisfactory services? Discuss

Q4: (A) Describe the various approaches to pricing service. What factors affect pricing decision in case of TV?

    (B) How sales promotion differs from advertising and how does sales promotion work? What are the reasons of giving these advertisements? The Bambay Dyeing Contest Nescafe Shake contest Maggi and Cadbury's family contest.

Q5: What do you  understand by the term distribution channel? Describe the various distribution growth options. What are the main steps invulved in developing the channel design?

Q6: What do you understand by DAGMAR approach and who propounded this approach ? Do you thnk that the DAGMAR approach is an effective tool in planning the advertising effort? Explain.