Model Papers 233

MODEL PAPER - I

SERVICES MARKETING

BBA - SIX SEMESTER EXAMINATION

Time: 3 Hours Max. Marks: 75
SECTION - A (101=10)
Note: Answer All question.
Choose the Correct Answer.
1) A ______ is a form of product that consists of activities, benefits, or
satisfactions offered for sale that are essentially intangible and do not
result in the ownership of anything.
a) Service b) Demand
c) Need d) Physical object

2) Services cannot be stored. This describes the ______ characteristic of

services.
a) Intangibility b) Inseparability
c) Inconsistency d) Perishability

3) In the field of service marketing mix, ______ are referred to as both the
service personnel as well as the customers, because in some cases not
only the service personnel but the customers are also essential for
delivering the service successfully.
a) Place b) People
c) Price d) Physical evidence

4) ______ is important in determining what constitutes value for money in the

services sector.
a) Place b) Physical evidence
c) Price d) None

5) Which one is not the role of service promotion?

a) Increasing awareness
b) Increasing knowledge and preference
c) Increasing coordination among service employees
d) Increase customer traffic

6) Which one is not the method of integrated service marketing

communication?
a) Advertising b) Personal selling
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234 BBA Sixth Semester (Services Marketing) Bh.U
c) Free samples d) Public relations
7) Which of the following is a feature of financial service?
a) Customer-Oriented b) Intangibility
c) Inseparability d) All of these

8) According to Parasuraman, Zeithaml & Berry, the most important

determinant of service quality is:
a) Responsiveness b) Reliability
c) Empathy d) None

9) Which among the following comes under the stages of globalisation?

a) Dumping b) Exporting
c) Countervailing d) None of these

10) ______ is usually viewed as a process through which a firm moves from
operating only in its home market to international markets.
a) Globalisation b) Modernisation
c) Specialisation d) Organising

SECTION - B (55=25)
Note: Answer All questions.
11) a) What do you understood by the term service.
Or
b) Briefly explain the factors influencing service marketing.
12) a) State the different levels of service product.
Or
b) Outline the concept of service pricing.
13) a) Discuss the methods of providing physical evidence.
Or
b) Discuss the role of communication in service marketing.
14) a) What do you mean by financial services?
Or
b) Write a note on deciding service quality of financial services.
15) a) List the three factors for growth of global services markets?
Or
b) Comment on the dimensions of global service strategy.

SECTION - C (58=40)
Note: Answer All questions.
16) a) Explain the characteristics of services.
Or
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Model Papers 235
b) Explain the concept of service marketing. Differentiate between
product and service marketing.

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236 BBA Sixth Semester (Services Marketing) Bh.U
17) a) Give a detail account of augmented marketing mix.
Or
b) What is a service product? Explain the steps involved in planning of
service product.
18) a) What do you mean by physical evidence? Give its elements.
Or
b) Explain the types of service communication.
19) a) Discuss the perspectives on financial service quality.
Or
b) Discuss how financial services can be segmented, targeted and
positioned?
20) a) What are principal driving forces in global marketing of services?
Or
b) Describe the principal driving forces in global marketing of services.

MODEL PAPER - II

SERVICES MARKETING

BBA - SIX SEMESTER EXAMINATION

Time: 3 Hours Max. Marks: 75
SECTION - A (101=10)

Note: Answer All question.

Choose the Correct Answer.
1) Which of the following statements is correct?
a) Customer satisfaction leads to perceived service quality.
b) Service quality leads to customer satisfaction.
c) Customer satisfaction leads to increased purchasing behaviour.
d) The relationship between service quality and customer satisfaction
and how these two concepts relate to purchasing behaviour remains
largely unexplained.

2) In which segmentation consumer are divided on the basis of countries,

regions, states, cities and towns?
a) Geographic segmentation b) Psychographic segmentation
c) Volume segmentation d) Demographic segmentation

3) ______ is a strategy in which the initial price of the service is set low in
relation to the target markets range of expected prices.
a) Odd pricing b) Prestige pricing
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Model Papers 237
c) Market penetration pricing d) Both a and b
4) ______ is the route between producers and users through which goods are
distributed.
a) Service channel b) Marketing channel
c) Distribution channel d) None

5) ______ is the activity of planning and organising people, infrastructure,

communication and material components of a service, in order to improve
its quality, the interaction between service provider and customers.
a) Product design b) Service encounter
c) Service design d) All of these

6) The main aim of ______ is to increase the awareness of a companys

wide range of services, company performance, and its environmental
policies to all the stakeholders.
a) Internal communication b) External communication
c) Both a and b d) None

7) The process of ______ is central to effective strategic marketing.

a) Segmentation b) Targeting
c) Positioning d) All of these

8) The growing ______ awareness has made this age of plastic money.
a) Adhaar card b) Credit card
c) Pan Card d) All of these

9) Dimensions to a global strategy are:

a) Global market participation b) Delivering global products
c) Global marketing d) All of these

10) The process of ______ is a case of dominance of one company over the
other.
a) Joint venture b) Acquisition
c) Strategic alliances d) Piggybacking

SECTION - B (55=25)

Note: Answer All questions.

11) a) How do you manage customer expectations?
Or
b) What do you mean by positioning of services?
12) a) Give the meaning of franchising.
Or
b) Explain the concept of internet channels.
13) a) Explain the concept of delivery of services.
Or
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238 BBA Sixth Semester (Services Marketing) Bh.U
b) Write a note on technologies used in services.

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Model Papers 239
14) a) Explain service profit chain.
Or
b) Comment on understanding customer expectations.

15) a) Explain briefly the types of global service strategies?

Or
b) Comment on the locus of decision in global marketing organisation.

SECTION - C (58=40)

Note: Answer All questions.

16) a) What do you mean by targeting of service? Outline the guidelines for
selecting target market.
Or
b) Discuss the ways of positioning services.

17) a) Discuss the key issues in service pricing.

Or
b) Discuss the strategies of service distribution.

18) a) Discuss how process of operations can be effectively managed?

Or
b) Discuss the role of technology in services marketing.

19) a) Devise the financial service marketing mix strategies for credit cards
and home loans.
Or
b) Explain the marketing mix of banking and insurance.

20) a) Discuss the key decisions in global marketing.

Or
b) What do you understand by organising for global marketing? Explain
the various factors affecting global marketing organisation.

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