mba - services marketing

P.K.R.ARTS COLLEGE FOR WOMEN, GOBI
DEPARTMENT OF MANAGEMENT STUDIES
II M.B.A - SERVICES MARKETING - QUESTION BANK
UNIT - I

01. Define Service. Explain the nature and characteristics of service.
02. ‘As service competition intensifies, more marketing sophistication will be needed”-
Discuss .
03. Explain the value of classification in marketing of Services.
04. Explain lucidly the relationship a service organization has with its customers.
05. Explain the various sources of communication in services marketing.
06. Identify the casual factors for the growth of service sector.
07. What do you mean by internationalization of services ?
08. Describe briefly the importance of physical evidence in service marketing.
09. Why are services heterogeneous?
10. Distinguish between product and services.
11. Discuss the application of relationship marketing with respect of different type of
Customers.
12. Examine the gaps in the current service marketing and develop broad guidelines for
Resolving the gaps.
13. ‘Service customers do not switch brands frequently as compared to products’ –
Comment.
14. Classify services and explain various levels of customer contact in service marketing.
15. Explain the salient features of service. How it differs from goods?
16. Explain service segmentation with example.
17. How Visual Cue are important for service providers?
18. Discuss the characteristic features of services. Explain how does marketing of
Services differ from that of consumer goods.
19. Discuss the basis of market segmentation for service organizations. Also explain the
Factors influencing the selection of best basis of segmentation.
20. Explain the service marketing triangle.
21.Describe the important categories of services.
22. Write a note on the classification of services.
23. Differentiate between services and goods.
24. Explain the important features of services and their marketing implications.
25. Examine the factors contributing to the fast growth of the service sector.
26. What do you understand by services marketing? Cite with suitable examples.
27. Examine the relationship between marketing and services markeing.
28. Describe the nature and characteristics of a service marketing.
29. Service marketing often involves tangiblizing the intangible. Provide some examples
In support of the above statement.
30. Why consumers of services tend to be more brand loyal? Explain.
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31. Why do personal sources of information tend to be more important for consumers of
Services?
32. Discuss the characteristics of successful guarantees.
33. How is technology changing the nature of service?
34. What is the impact of service guarantee on the perceived risk customers experience in
Purchasing services?
35. “Marketing is a vital function in both profit and non-profit organizations” – Discuss.
36. What are the characteristics of services.
37. What is service? Describe the concept of service marketing strategy.
38. Describe the service marketing triangle.
39. Give a brief account of the classification of services.
40. What are the important challenges of service marketing in India?
41. Explain the distinguishing features of services and their marketing implications.

UNIT - II

01. Define positioning. Explain the importance of positioning maps in services
marketing.
02. Explain the importance of managing the customer mix in services marketing.
03. Delineate the major differences in marketing strategies of firms producing goods and
Firms producing services.
04. Explain the contributing factors for the development of service sector in India.
05. How do you explain the concept of market leadership through internet?
06. How process and service delivery are important for service providers?
07. Why do you consider people as another dimension in services marketing mix?
08. Why is it necessary to monitor and measure customer satisfaction?
09. What are the main elements of promotional mix in the context of services marketing?
10. Explain the process of service recovery. How service recovery helps in achieving the
Zero defection?
11. What is service positioning? What are the steps involved in it? Explain.
12. Write a short notes on “Consumer Behaviour in Services”.
13. How will you measure service quality?
14. Narrate the services marketing mix and complete service concept for an event
management company in India.
15. Explain Direct and Franchising mode of distribution in services marketing.
16. Discuss the problems associated with developing competitive differentiation in
services.
17. Discuss the different positioning options available for a theme park, based at
coimbatore.
18. Explain the importance and problems of maintaining quality and consistency in
services.
19. Give a brief account of differentiation and positioning in service marketing.
20. Explain the service marketing mix.
21. Define promotional mix. Design a promotional strategy for service industry
22. What is customer care? How do you ensure quality service in Railways?
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23. What are the factors that have to be considered in designing a service?
24. Describe the service delivery process.
25. What are the factors that influence customer expectations?
26. Discuss the distraction between zero-defects and Zero defections.
27. List out the components of a service quality information system.
28. Why is the distribution method particularly important in services marketing?
29. What are factors which influence the pricing for services industry? Explain with
Examples.
30. With reference to services, what is meant by expanded marketing mix?
31. What is positioning? Give a brief account of service positioning strategy.
32. Examine the issue of consistency of service quality.
33. Give a brief account of customer support service.

UNIT - III

01. How do you ascertain service quality in Hotel industry?
02. Explain the process of developing service offers in tourism.
03. “ Hotel services heavily depend on the tourism marketing” – Evaluate.
04. What are the various types of supplementary services?
05. List out the need for tourism.
06. Elucidate emerging strategies in tourism marketing.
07. Substantiate Governments policy in tourism development.
08. An Airlines Corporation based at Chennai would like to emphasis on relationship marketing approach. Give suitable suggestions.\
09. Explain about medical tourism.
10. What are the factors to be considered while fixing the price of Air travel?
11. As a marketing consultant, suggest how do you promote tourism industry in developing country like India.
12. What are the salient features of the Tourism product?
13. Describe Typology or type of hotels.
14. Discuss the use of employee uniforms as physical evidence.
15. How can the target by segmented for a hotel industry?
16. What do you understand by Tourism Marketing? Name the different types of users of tourism services.
17. What do you mean by market segmentation? Explain the significance of segmentation in the rail transport services.
18. What are the factors governing demand and supply of the tourism product?
19. Define Hospital. Explain its different types.
20. Discuss the formulation of marketing mix for the hotel industry.
21. State the tourism product and describe its salient features.
22. What are the ways of segmenting the market, by railways?
23. Write a note on the marketing management of road transportation services.
24. Give a brief account of marketing mix for tourism.

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UNIT – IV

01. Define financial services.Comment on the technological development in marketing financial products in India.
02. Explain how globalization helped to promote the customer care services of insurance and banking services.
03. What is mutual fund?Explain how mutual fund companies differentiate the product offering.
04. Discuss the growth of insurance sector in India.
05. Analyse the online consumer behaviour toward financial products in India.
06. Design a suitable marketing strategy to bank, introducing a brand new saving scheme to school children.
07. Explain factoring. Elucidate the concept of “factoring”. Discuss its merits and demerits.
08. Examine the impact of mutual fund in finance industry of India.
09. Discuss the origin and development of banking industry in the Indian context. Examine the role of banking service in rural segment.
10. Explain the application of marketing mix in banking service.
11. What is the pricing policy significance in the Insurance services?
12. Discuss how insurance companies make their services more easily understood.
13. What is insurance marketing? Explain its present position and future prospects in the
Indian environment.
14. How banking services segment the market?
15. Write a descriptive note on Insurance marketing in Indian environment.
16. Examine the salient features of leasing.
17. Examine the emerging trends in the financial services market in India.

UNIT –V

01. Explain the significance of pricing strategy for a mobile service provider.
02. Narrate the salient features of professional services in India.
03. Discuss the basis on which the non-profit organization can be classified. Explain with examples.
04. Design a promotion mix to promote the services offered by a consultancy firm focusing on mid-size organisations.
05. Explain the marketing planning process in relation to educational services.
06. Describe the role of charities in offering service to the society.
07. Educational service plays vital role in shaping the society. Do you agree or disagree?
substantiate your stand.
08. What strategy is more emphasized in the marketing of a course in an university?
09. What is the Television industry (Entertainment industry) do specifically to address the issue of tangibility of their services?
10. Examine the important challenges of entertainment marketing in India.
11. How would you segment the market for primary education?
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