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Marketing of Services - Services Marketing - Exam, Exams of Service Management

Indian Institute of Forest ManagementService Management

Marketing of Services, Contention, Marketing of Services, Physical Product, More Challenging, Usefulness and Limitations, Measuring Service Quality, Offline Services, Critical Importance, Satisfaction and Loyalty are major points from questions of exam paper. This exam paper is directly for marketing field students.

Typology: Exams

2011/2012

Uploaded on 11/26/2012

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GX____
Ollscoil na hÉireann, Gaillimh
National University of Ireland, Galway.
SEMESTER 2 EXAMINATION, 2007/2008
Exam Code(s): 1AB1
Exam(s): Masters in Business Studies Degree
Mode Code(s): MK 515
Module(s) SERVICES MARKETING
Paper No.: 1.
Repeat Paper: ____ Special Paper: ____
External Examiner(s): Professor Christopher Easingwood
Internal Examiner(s): Dr. Christine Domegan
Ms. Elaine Wallace
Instructions: Please answer three questions.
All questions carry equal marks.
Duration: Two and a half hours.
No. of Answer Books:
Requirements:
Handout
MCQ
Statistical Tables
Graph Paper
Log Graph Paper
Other Material
No. of Pages: Two including cover page.
Department(s): Marketing
pf2

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GX____

Ollscoil na hÉireann, Gaillimh National University of Ireland, Galway. SEMESTER 2 EXAMINATION, 2007/ Exam Code(s): 1AB Exam(s): Masters in Business Studies Degree Mode Code(s): MK 515 Module(s) SERVICES MARKETING Paper No.: 1. Repeat Paper: ____ Special Paper: ____ External Examiner(s): Professor Christopher Easingwood Internal Examiner(s): Dr. Christine Domegan Ms. Elaine Wallace Instructions: Please answer three questions. All questions carry equal marks. Duration: Two and a half hours. No. of Answer Books: Requirements: Handout MCQ Statistical Tables Graph Paper Log Graph Paper Other Material No. of Pages: Two including cover page. Department(s): Marketing

SERVICES MARKETING [MK 515]

  1. Critically assess the contention that the marketing of services is different, and more challenging, than marketing in physical product businesses.
  2. Examine the usefulness and limitations of SERVQUAL as a tool for measuring service quality.
  3. Discuss in detail any three challenges presented by e-services. How can these issues be managed, and what implications does this have for traditional ‘offline’ services?
  4. Explain the critical importance of the service employee in creating customer satisfaction and loyalty. How can service saboteurs be managed to ensure that employees deliver a customer orientated performance?
  5. Analyse the opportunities for, and challenges of promoting services compared to physical products.
  6. Explain the significance of service failure and service recovery in keeping customers and building loyalty. Discuss the type of actions that managers can take in response to a service failure.