Unit – 1: Introduction to Service Marketing

(These Questions are subject to modification, if necessary. Download DTS app for notes)

Q. Define services. What are the characteristics of services?       2014

Q. Define product. Distinguish between Goods and Services.      2014,  2016

Q. What do you mean by ‘service environment’? Explain the broad classification of services.Also mention various bases of classification of services.         2018,  2022

Q. Discuss the origin and growth of service marketing.    2015, 2022

Q. Describe the reasons for growth of service sector in India. Also mention the service sector and its contribution to Indian economy.      2017, 2018. 2019

Q. Describe the different macro-environmental and micro-environmental factors of service marketing.      2015, 2016

Q. What is services? Discuss approaches to study services.      2019

Q. What is service marketing triangle? Explain the different components of service marketing triangle.     2017, 2022SN

Unit – 2: Study of consumer behaviour in Service Marketing

(These Questions are subject to modification, if necessary. Download DTS app for notes)

Q. Define the concept of consumer behaviour in services. Explain in detail the consumer purchase decision process.

Q. Discuss the importance of the study of consumer behaviour in service marketing.    2014, 2017, 2018

Q. What is customer expectation? Explain the factors that influence customer expectation of service.     2019, 2022

Q. What is service expectation? Explain various types of customer’s expectations of services. Discuss the nature and determinants of customer’s expectation of services.     2015

Q. What are the various customer groups? What are their distinctive characteristics?      2017

Q. Define the term ‘perception’. Explain the process of perception in the context of service marketing. Explain various factors which influence customer perception towards different services. 2014, 2016

Q. Define service market segmentation. Explain the factors that are generally considered by marketers in service market segmentation.     2018, 2018

Q. Define Target Market. Explain various approaches towards target market. Also explain its importance and drawbacks.                2019, 2022

Unit – 3: Marketing Mix, Advertising, Packaging and Branding of Services

(These Questions are subject to modification, if necessary. Download DTS app for notes)

Q. Define ‘service marketing mix’. Explain in detail about the elements of expanded marketing mix in service marketing. How do they influence service business?

Q. Define service market segmentation. Explain the factors that are generally considered by marketers in service market segmentation.

Q. Define ‘service marketing mix’. Also discuss the ‘new service development process’.

Q. Define Branding and packaging. Discuss the role of Branding and Packaging in service marketing. 2022

Q. What is Pricing? Explain various strategies used for pricing the services.

Q. What are the determinants of Service Quality? Discuss the causes behind service quality problems. Discuss the quality model in service marketing.       2022

Q. What is sales promotion? What are the tools of Sales Promotion? Explain with examples for any two services.

Q. Explain the meaning of advertising. What are the roles of advertising and packaging in service sector business?

Unit – 4: Marketing of Various types of Services

(These Questions are subject to modification, if necessary. Download DTS app for notes)

1. Give a brief note on marketing of hospital service. Explain the reasons behind the growth of hospitality services.     2022

2. What do you understand by marketing of educational services? Discuss the points which are significant in marketing educational services.    

3. Explain the various components of ‘financial service marketing’.

4. How do you understand a tourism offer? Explain the marketing components of a tourism service.

5. Give a detailed picture on marketing practices of bank and financial services providers in India.

6. What do you mean by banking? Explain about the criteria for segmentation for marketing of banking services.

7. Explain the bases of segmentation of banking, hospitality, finance and educational sector. (Answer will be similar to unit 2 bases of segmentation)

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