Service Sector Management Most Important Questions 2013

SERVICE SECTOR MANAGEMENT

UNIT 1

1. Service is a performance given by one human being to another. Discuss this in detail with reference to the Airline Industry and elaborate on the People element in Airlines.
2. It is said that Service Marketing is different from Product Marketing. Explain the elements of Service Marketing Mix with reference to Hospitals.
3. Write short notes on: (a) Marketing Challenges of Services. (b) Goods-Service Continuum (c) Services Marketing Triangle.

UNIT 2

1. Explain the extended P’s in Service Marketing with reference to the Tourism Sector.
2. Explain the distinctive characteristics of Services and its implication on the Banking Industry and the Housing and Construction Industry.
3. Pricing in Tourism Services is complex because Tourism is a composite product. Do you agree? What are the different elements you would consider while pricing Tourism services?
4. Discuss the different situations a service marketer experiences due to demand capacity interactions using examples from any two service sectors.
5. Discuss in detail the Branding of Services with focus on problems and solutions.
6. Explain the importance of People Mix in the service industry. What are critical and non critical incidents? What are the Moments of truth?
7. Write a short note on S.T.P. (Segmentation, Targeting and Positioning) concept.

UNIT 3

1. Explain the Gap model of Service Quality and the ways to overcome each gap.
2. How do quality dimensions affect the Marketing of the Hotel Industry?
3. How does a Company measure and improve Service Quality? Explain a service recovery procedure with respect to Hotel Industry?
4. What is the ideal way to handle consumer complaints by a services oriented company? 

UNIT 4

1. What are the major factors in boosting the growth of the Service Sector in India?
2. Flow charting/service mapping a service is to co-relate service towards making service delivery process simpler and consumer friendly- Do you agree? Why? Elaborate your answer keeping Banking Services in mind.
3. What is Internal Marketing? Elaborate your answer keeping in mind Insurance Services.
4. Write short notes on: (a) Vision – Mission Statement. (b) Dimensions of Service Leadership. (c) E-distribution of services. (d) Benchmarking of Airlines. (e) Future prospects of the Retail Service Sector in India.