Dibrugarh University TDC 6th Sem Service Marketing Question Paper Solution 2022
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Service Marketing Solved Question Paper 2022 Dibrugarh University
COMMERCE
(Discipline Specific Elective)
(Honours and Non-Honours)
Service Marketing
Paper: DSE-601 (Gr-III)
Full Marks: 80
Pass Marks: 32
Time: 3 hours.
The figures in the margin indicate full marks for the questions.
1. State whether the following statements are True or False: 1x8=8
(a) Services refer to social efforts which generate the satisfaction of an individual.
Ans: False
(b) Service triangle includes company, employees and products.
Ans:False
(c) The marketing environment is the external environment.
Ans: True
(d) Tangible is a distinctive feature of goods.
Ans: True
(e) Market segments are measurable.
Ans: True
(f) Quality of services varies with time and person whereas quality in case of goods are standardised.
Ans: True
(g) Perceptual mapping produces a picture or map of a market.
Ans: True
(h) SWOT stands for strengths, weaknesses, opportunities and threats.
Ans: True
2. Write short notes on any four of the following: 4x4=16
(a) Service marketing triangle.
(b) Quality in services.
(c) Customer expectation of services.
(d) Promotional mix.
(e) The service concept.
Ans: (a) The service marketing triangle refers to the three key elements that must be present in order to effectively market a service. These elements are: the service itself, the people who provide the service, and the physical environment in which the service is delivered.
(b) Quality in services refers to the overall excellence of the service experience. This can include factors such as reliability, responsiveness, competence, accessibility, and professionalism.
(c) Customer expectations of services refer to the expectations that customers have for the service they will receive. These expectations can be influenced by a variety of factors, including past experiences, word-of-mouth recommendations, and marketing messages.
(d) The promotional mix refers to the various marketing tools that a company can use to promote its products or services. These tools can include advertising, sales promotions, public relations, and personal selling.
(e) The service concept refers to the idea or value proposition that a company is offering to its customers through its service. It should clearly communicate the benefits and value of the service to customers, and differentiate it from competing services.
(f) Nature-based segmentation of the Tourism Industry.
Ans: (a) The service marketing triangle is a model that represents the interactions between a service provider, the service, and the customer. It highlights the importance of managing these three elements in order to deliver a high-quality service. The three sides of the triangle are:
Service provider: The people who deliver the service. They need to be knowledgeable, skilled, and motivated in order to deliver a high-quality service.
Service: The service itself, which can be intangible or tangible. The quality of the service depends on how well it meets the needs and expectations of the customer.
Customer: The person or group receiving the service. They have certain expectations about the service, and their satisfaction with the service depends on whether these expectations are met.
(b) Quality in services refers to the degree to which a service meets the needs and expectations of the customer. A service can be considered high quality if it is reliable, consistent, and meets the customer's needs in a timely and efficient manner.
(c) Customer expectation of services refers to the customer's mental image or representation of the service they expect to receive. Customers form these expectations based on their past experiences, word-of-mouth recommendations, and marketing messages. Meeting or exceeding customer expectations is essential for building customer satisfaction and loyalty.
(d) Promotional mix refers to the various tools and techniques that a company uses to promote its products or services. The promotional mix typically includes advertising, personal selling, sales promotion, public relations, and direct marketing.
(e) The service concept is the idea behind a service, which includes the benefits and value that the service provides to the customer. The service concept is important because it helps to differentiate a service from its competitors and helps to attract and retain customers.
(f) Nature-based segmentation of the tourism industry refers to the practice of dividing the tourism market into different segments based on the natural attractions that are the focus of the tourism experience. Examples of nature-based segments in the tourism industry include beach tourism, mountain tourism, and eco-tourism.
Dibrugarh University Service Marketing Solved Question paper 2022
3. Answer the following questions:
(a) State the significance of service marketing. List various bases for classifying services. 4+10=14
Ans: Service marketing is significant because it helps organizations to understand the needs and preferences of their customers and to design and deliver services that meet or exceed their expectations. By effectively marketing their services, organizations can differentiate themselves from their competitors and create a competitive advantage in the marketplace. Service marketing also helps organizations to build strong relationships with their customers, which can lead to customer loyalty and repeat business.
There are several bases for classifying services, including the following:
- Tangibility: Services can be classified based on their level of tangibility, or the extent to which they involve physical products or objects. Services that are highly tangible, such as car repair or a haircut, involve the manipulation of physical products or objects. Services that are less tangible, such as consulting or financial planning, involve the transfer of knowledge or expertise.
- Intangibility: Services can also be classified based on their level of intangibility, or the extent to which they can be perceived through the senses. Services that are highly intangible, such as insurance or banking, are difficult for customers to see, touch, taste, or smell. Services that are less intangible, such as a hotel stay or a massage, involve some level of physical interaction or sensory experience.
- Perishability: Services can be classified based on their level of perishability, or the extent to which they cannot be stored or saved for later use. Services that are highly perishable, such as live entertainment or air travel, cannot be stored or saved and must be consumed at the time they are produced. Services that are less perishable, such as education or consulting, can be stored or saved in the form of records or documents.
- Variability: Services can also be classified based on their level of variability, or the extent to which they can vary in quality or delivery from one instance to the next. Services that are highly variable, such as healthcare or legal services, may vary in quality or delivery depending on the specific provider or situation. Services that are less variable, such as utility services or public transportation, tend to be more standardized in quality and delivery.
- Public or private: Services can be classified based on whether they are provided by the public sector (government agencies) or the private sector (businesses).
- Non-profit or for-profit: Services can also be classified based on whether they are provided by non-profit organizations (whose primary goal is not to make a profit) or for-profit organizations (whose primary goal is to make a profit).
- Personal or impersonal: Services can be classified based on whether they involve personal interaction between the service provider and the customer (such as a haircut or a massage) or whether they can be delivered impersonally (such as online banking or streaming video).
- Search or experience: Services can be classified based on whether they involve a search for information (such as a library or research service) or an experiential activity (such as a theme park or a concert).
- Customized or standardized: Services can be classified based on whether they are customized to meet the specific needs and preferences of the customer (such as consulting or legal services) or whether they are standardized and delivered in the same way to all customers (such as a fast food meal or a movie ticket).
- Augmented: Services can also be classified based on whether they are augmented with additional features or benefits, such as a hotel stay that includes amenities like a gym or a swimming pool.
Or
(b) Describe the reasons for growth of the service sector in India. 14
Ans: There are several reasons for the growth of the service sector in India:
Rapid economic growth: India has experienced rapid economic growth in recent decades, leading to an increase in disposable income and a rise in the standard of living. This has led to an increase in the demand for services such as healthcare, education, and entertainment.
Urbanization: The rapid urbanization of India has led to an increase in the demand for services such as transportation, real estate, and financial services.
Increase in foreign investment: The liberalization of the Indian economy and the improvement in the investment climate has led to an increase in foreign investment in the service sector. This has contributed to the growth of the sector.
Technological advancement: The adoption of technology in the service sector has led to increased efficiency and productivity. It has also enabled the expansion of services into new areas such as e-commerce, online banking, and telemedicine.
Government initiatives: The Indian government has implemented various initiatives to promote the growth of the service sector. For example, the Make in India campaign was launched to encourage the growth of the manufacturing sector, which has led to an indirect increase in demand for service sector activities such as logistics, transportation, and storage.
Demographic factors: India has a young and growing population, with a large proportion of the population in the working age group. This has led to an increase in the demand for services such as employment and training.
Shift from agriculture to service sector: There has been a shift in the employment structure of the Indian economy, with a decline in employment in the agriculture sector and an increase in employment in the service sector. This has contributed to the growth of the service sector.
4. (a) Discuss the factors that influence customer expectations of service.
Ans: There are several factors that can influence customer expectations of service, including the following:Or
(b) Define target market. Explain various approaches towards target market. 4+10=14
Ans:A target market is a specific group of consumers that an organization has decided to focus its marketing efforts on. This group is typically defined by characteristics such as age, gender, location, income, lifestyle, or interests, and is considered the most likely to purchase the organization's products or services.5. (a) Explain the meaning of branding. What are the roles of branding in service marketing? 4+10=14
Ans: Branding refers to the process of creating a unique name, symbol, or design that represents a product or service and distinguishes it from its competitors. A strong brand is an important asset for any business, as it helps to establish the company's identity, build customer loyalty, and create a competitive advantage in the marketplace.
The roles of branding in service marketing are as follows:
Differentiation: One of the primary roles of branding in service marketing is to differentiate the company's services from those of its competitors. A strong brand can help a company to stand out in a crowded market and attract customer attention.
Customer loyalty: Branding can also help to build customer loyalty by creating a positive emotional connection with the company and its services. Customers who have a strong emotional connection with a brand are more likely to continue using the company's services and to recommend them to others.
Consistency: Branding helps to ensure consistency in the delivery of a company's services. By establishing clear brand guidelines and standards, a company can ensure that its services are consistently delivered in a way that reflects the company's values and meets customer expectations.
Communication: Branding is also an important tool for communicating the company's message and values to customers. Through branding, a company can effectively convey the benefits and features of its services and differentiate itself from its competitors.
Perceived value: A strong brand can also increase the perceived value of a company's services in the eyes of customers. Customers may be willing to pay a premium for a service from a well-known, trusted brand, as they perceive it to be of higher quality or more reliable than a lesser-known brand.
Market positioning: Branding can also help a company to position itself in the market and target specific customer segments. By carefully crafting its brand image and messaging, a company can appeal to specific customer needs and preferences and attract a particular type of customer.
Trust: A strong brand can also help to build trust with customers. Customers are more likely to trust a company with a well-established brand and a good reputation, as they perceive it to be reliable and reputable.
Reputation: Branding can also play a role in shaping a company's reputation. A strong brand can help to establish a positive reputation for the company and its services, while a weak brand can lead to a negative reputation.
Legal protection: Branding can also provide legal protection for a company's products or services. Trademarks, logos, and other brand elements can be registered with the government to prevent others from using them without permission.
Asset value: A strong brand can also increase the value of a company as an asset. A company with a well-known, respected brand may be more attractive to potential buyers or investors.
Or
(b) Discuss the causes behind service quality problems. 14
Ans: There are several causes behind service quality problems, including the following:
Miscommunication: Miscommunication between the service provider and the customer can lead to service quality problems. This can occur when the customer misunderstands the terms of the service agreement or when the service provider fails to clearly communicate the service process or expectations to the customer.
Lack of standardization: Lack of standardization in service delivery can also lead to service quality problems. This can occur when different employees or service providers deliver the service in different ways, resulting in inconsistent quality or customer experiences.
Employee attitudes: The attitudes and behaviours of service employees can significantly impact service quality. Poor attitudes or unprofessional behavior on the part of service employees can lead to negative customer experiences and service quality problems.
Physical environment: The physical environment in which the service is delivered can also impact service quality. Poorly designed or maintained service environments, such as dirty or cluttered waiting areas, can lead to negative customer experiences and service quality problems.
Equipment failures: Equipment failures or malfunctions can also cause service quality problems. For example, if a piece of equipment used in the service process breaks down or fails to function properly, it can disrupt the service process and lead to negative customer experiences.
Inadequate training: Inadequate training of service employees can also lead to service quality problems. If service employees are not properly trained to perform their tasks or to interact with customers, it can result in poor service quality and negative customer experiences.
Poor service design: Poorly designed service processes or systems can also lead to service quality problems. For example, if the service process is overly complicated or inefficient, it can lead to delays or errors in service delivery, resulting in negative customer experiences.
Lack of resources: A lack of resources, such as staff or equipment, can also cause service quality problems. If the service provider does not have enough resources to meet demand or to handle unexpected events, it can lead to delays or disruptions in service delivery, resulting in negative customer experiences.
Dibrugarh University Service Marketing Solved Question paper 2022
6. (a) Discuss about the meaning and role of branding in marketing 4+10=14
Ans: Branding is the practice of creating a unique name and image for a product or service in the consumers' mind. It is a way for a company to differentiate its offerings from those of its competitors and to establish a strong and loyal customer base.
The role of branding in marketing includes:
Identifying and differentiating a company or product from its competitors in the market.
Establishing a unique presence in the market and positioning the company as a leader in its industry.
Building customer loyalty and trust.
Creating a consistent and cohesive brand image.
Using advertising and other marketing techniques to create a positive image of the company and its products or services.
Communicating the benefits and value of the company's products or services to customers.
Creating an emotional connection with customers.
Influencing customer purchasing decisions.
Increasing customer retention and repeat business.
Enhancing the company's overall value and reputation.
Or
(b) Give a brief note on marketing of hospital service. 14
Ans: Marketing hospital services involves promoting the healthcare services offered by a hospital to potential patients and referring physicians. Hospitals can use a variety of marketing tactics to reach their target audience, including:
Advertising: Hospitals can use traditional media such as print, radio, and television to reach a large audience. They can also use digital advertising platforms such as Google Ads, social media, and email marketing to reach a targeted audience.
Public relations: Hospitals can use public relations to establish a positive reputation and enhance their brand image. This can be done through press releases, media relations, and community outreach programs.
Referral marketing: Hospitals can use referral marketing to encourage current patients to refer their friends and family to the hospital. This can be done through referral programs, patient testimonials, and word-of-mouth marketing.
Social media marketing: Hospitals can use social media platforms such as Facebook, Twitter, and Instagram to engage with their audience and promote their services.
Content marketing: Hospitals can use content marketing to provide valuable and informative content to their audience, such as blog posts, videos, and infographics. This can help to establish the hospital as a trusted resource for healthcare information.
Customer relationship management: Hospitals can use customer relationship management strategies to build long-term relationships with patients and create loyalty. This can be done through personalized communication, follow-up care, and patient satisfaction surveys.
Search engine optimization: Hospitals can optimize their website for search engines so that it appears at the top of search results when people search for healthcare-related keywords.
Email marketing: Hospitals can use email marketing to send targeted emails to potential patients and referring physicians. They can use email to promote new services, announce special offers, and share helpful healthcare tips.
Telemarketing: Hospitals can use telemarketing to reach out to potential patients and referring physicians by phone. This can be an effective way to promote new services and schedule appointments.
Direct mail: Hospitals can use direct mail to send promotional materials, such as brochures and postcards, to potential patients and referring physicians.
Trade shows: Hospitals can participate in trade shows and conferences to promote their services to a large audience of healthcare professionals.
Sponsorships: Hospitals can sponsor events, such as sports teams or community festivals, to reach a large audience and promote their brand.
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