VIGNAN’S INSTITUTE OF TECHNOLOGY & AERONAUTICALVIGNAN’S INSTITUTE OF TECHNOLOGY & AERONAUTICAL ENGINEERINGENGINEERING

SET-1SET-1

BBRANCHRANCH: MBA M: MBA MIDID-1 -1 AACADEMICCADEMIC YEARYEAR: 2011-2013: 2011-2013

SSUBJECTUBJECT: S: SERVICESERVICES M MARKETINGARKETING MMAXAX. M. MARKSARKS: 40: 40

DDATEATE: : T TIMEIME: 2: 2HRHR FFACULTYACULTY: J NG SREENIVAS: J NG SREENIVAS

AANSWERNSWER ANYANY FOURFOUR OFOF THETHE FOLLOWINGFOLLOWING. E. EACHACH QUESTIONQUESTION CARRIESCARRIES EQUALEQUAL MARKSMARKS 4 4XX10=4010=40

1)1) WWHATHAT ISIS CRM? E CRM? EXPLAINXPLAIN ININ DETAILDETAIL

HHOWOW DODO YOUYOU THINKTHINK AA FIRMFIRM MAINTAINSMAINTAINS ITSITS VALUEDVALUED RELATIONSHIPRELATIONSHIP?QQQQQQQQ?QQQQQQQQ

2)2) HHOWOW DODO YOUYOU DISTINGUISHDISTINGUISH MARKETINGMARKETING SERVICESSERVICES FROMFROM PHYSICALPHYSICAL SERVICESSERVICES??

3)3) WWHATHAT ISIS CUSTOMERCUSTOMER PORTFOLIOPORTFOLIO? A? ANDND HOWHOW AA FIRMFIRM SELECTSSELECTS ANAN APPROPRIATEAPPROPRIATE CUSTOMERCUSTOMER PORTFOLIOPORTFOLIO??

4)4) EEXPLAINXPLAIN HOWHOW SERVICESSERVICES TRANSFORMEDTRANSFORMED THETHE MODERNMODERN ECONOMYECONOMY WITHWITH SUITABLESUITABLE EXAMPLESEXAMPLES

5)5) WWHATHAT AREARE THETHE STRATEGICSTRATEGIC RESPONSESRESPONSES TOTO THETHE INTANGIBILITYINTANGIBILITY OFOF SERVICESERVICE PERFORMANCESPERFORMANCES??

VIGNAN’S INSTITUTE OF TECHNOLOGY & AERONAUTICAL ENGINEERING

SET-2

Branch: MBA Mid-1 Academic year: 2011-2013

Subject: Services Marketing Max. Marks: 40

Date: Time: 2hr Faculty: J NG SREENIVAS

Answer any FOUR of the following. Each question carries equal marks 4x10=40

1) Explain in brief

a) Zone of tolerance

b) Classification of services

2) How do you think of the role of CRM in creating competitive Advantage for the firm?

3) What is CRM? Explain the benefits that a firm can enjoy?

4) Explain the process of segmentation

5) What are the differences between marketing services and physical goods?

6) Explain the stages of loyalty.

VIGNAN’S INSTITUTE OF TECHNOLOGY & SCIENCE

SET-1

Branch: MBA Mid-1 Academic year: 2011-2013

Subject: Services Marketing Max. Marks: 40

Date: Time: 2hr Faculty: J NG SREENIVAS

Answer any FOUR of the following. Each question carries equal marks 4x10=40

1) What is CRM? Explain in detail

2) How do you think a firm maintains its valued relationship?

3) How do you distinguish marketing services from physical services?

4) What is customer portfolio? And how a firm selects an appropriate customer portfolio?

5) Explain how services transformed the modern economy with suitable examples

6) What are the strategic responses to the intangibility of service performances?

VIGNAN’S INSTITUTE OF TECHNOLOGY & SCIENCE

SET-2

Branch: MBA Mid-1 Academic year: 2011-2013

Subject: Services Marketing Max. Marks: 40

Date: Time: 2hr Faculty: J NG SREENIVAS

Answer any FOUR of the following. Each question carries equal marks 4x10=40

1) Explain in brief

a) Zone of tolerance

b) Classification of services

2) How do you think of the role of CRM in creating competitive Advantage for the firm?

3) What is CRM? Explain the benefits that a firm can enjoy?

4) Explain the process of segmentation

5) What are the differences between marketing services and physical goods?

6) Explain the stages of loyalty.