Unit 1
– Definition of service and characteristics
– Goods v/s services
– Growth in service sector
– Goods service continuum
– Service marketing
– Consumer behavior
– Zone of tolerance
– Classification of service
Concepts on :
– Level of customer contact
– Service encounter
– Level of customer participation
– Buying roles
– Contribution of IT towards sectors : Hospital, Tourism, Bank etc.
Unit 2
7 Ps
1) Product:
– 7 steps of new service
– Flower of service
2) Pricing:
– Tripod
– Strategy
3) Promotion:
All tools
Word of mouth publicity
4) Place:
– Where do they meet
– Factor
– Mediocre
5) People
6) Physical evidence
7) Process:
– Blueprint and flow chart (Draw diagram)
– Positioning and productivity
Important units:
Q.1. a. Concepts from Unit 1 and 4
Q.1. b. Case study from Unit 3
Q.2. Unit 1
Q. 3. Unit 2
Q. 4. Unit 3
Q. 5. Unit 4
*These questions were given by a Somaiya college student who attended a University exam-related seminar.
52 Comments