Chapter 1st Introduction to Services Marketing
Q1) Explain the growing importance of service
Q2) Explain the factors possessing threat to Service Management
Q3) Write short note on four key characteristics of services
Chapter 2nd Services Marketing Environment
Q1) Explain the different factors affecting the micro environment
Q2) Explain the goods – services continuum
Q3) Explain the different areas of Business Environment
Q4) What is Service Environment? State its need for marketing.
Chapter 3rd Consumer Behavior
Q1) What are the different buying roles ?
Q2) Explain the Factors influencing buyer’s behavior
Q3) Explain the buying decision process
Q4) How would you manage customer’s expectations ?
Chapter 4th Service Marketing Mix
Q1) Describe the service offering
Q2) What are the different methods of pricing in service?
Q3) List 7 Ps of marketing with special reference to services
Chapter 5th Marketing Segmentation and Service Positioning
Q1) What is the basis for market segmentation ?
Q2) State and explain different positioning strategies
Q3) Sustainability
Q4) Positioning in Services
Chapter 6th Managing Demand and Supply of Services
Q1) Air passengers stand to gain in the ongoing fare cuts warfare by domestic airlines
Q2) Radom Demand Fluctuations
Q3) Demand Patterns
Chapter 7th Branding of Services
Q1) What are the characteristics of a good brand
Q2) How can you create a strong service brand
Q3) Brand loyalty
Q4) Emotional benefits
Q5) Approaches for creating a strong service brand
Chapter 8th Managing Services Quality
Q1) Service quality management
Q2) Dimensions of Quality
Q3) Focused on managing functions that influences the perceived services quality
Q4) Explain the following Dimensions of Quality:
(1) Tangible4 (2) Reliability (3) Responsiveness
Q5) What are the requisites of achieving services quality
Q6) State any 5 benefits of Service Quality
Q7) Perceived Quality
Chapter 9th Service Productivity
Q1) What are the strategies for improving services productivity ?
Q2) Explain the 7 Approaches to improving service productivity
Q3) Explain the quality and quantity dimensions to services productivity
Chapter 10th Complaint Handling and Services Recovery
Q1) What are factors influencing complaining behaviours
Q2) State, the guidelines for effective problem resolution
Q3) Explain the concept of service guarantees
Chapter 11th Service Management- Vision, Mission, Strategy & Leadership
Q1) What is service leadership ? Explain the different functions of service leaders
Q2) Explain the quantities of service leaders
Chapter 12th Internal Marketing
Q1)Explain “Moment of Truth”
Q2) Components of internal Marketing
Q3) Services Marketing Trinity/Triangle
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