Questions on Marketing of Services

Q1 How does Services Marketing differ from Goods Marketing.

Q2 Critically examine the reasons for the growth of services industry in
India.
Q3 “For successful Services Marketing you have to go beyond the 4p’s of Marketing”. Do you
agree with this statement? Quote relevant examples in support of your answer.
Q4 Write an essay on the Role of Advertising and Sales Promotion in the
Services Industry.
Q5 Customer satisfaction measurement is very important in services industry.
How will you conduct customer satisfaction measurement study for an educational institution?
Q6 a) Discuss with examples the importance of location in service delivery.
b) What are the factors which affect location decisions for services.
Q7 What are the five dimensions of service quality and discuss the sub factors
required to analyse each dimension effectively.
Q8 Write short notes:
a) Service failure and Recovery.
b) Service Blueprints.
c) Global Scenario in Services Marketing.
d) Benchmarking.

Q9 Define services indicating the salient characteristics. Elaborate how does

services marketing mix differ from marketing-mix of goods.
Q10 What are the main approaches adopted while pricing services? Explain
Each of them.
Q11 Explain the importance of internal marketing in case of service oriented
organizations. Explain the various strategies adopted by these
organizations.
Q12 Explain the reasons for the growth of the services sector in India.
Q13 Describe how market segmentation can be used in services. Explain the
bases for market segmentation for services.
Q14 Discuss the SERVQUAL model used by service organizations.
Q15 What is service blue printing? Illustrate with an example of your choice.
Q16 what are the Types of service encounter.
Q17 Define Service positioning.
Q18 Define Service marketing triangle.
Q19 Define Mystery shopping.
Q20 What are the Benefits of using franchising in service distribution.
Q21 The services sector in India is growing rapidly. Trace the reasons for its
growth' in the last ten years. '
Q22 Define services indicating the salient characteristics. Elaborate how
services marketing mix differs• from marketing mix of goods.
Q23 Discuss the relationship between customer satisfaction and customer
retention.
Q24 Describe how market segmentation can be used in services. Explain the
bases for market segmentation for services.
Q25Discuss the basics of SERVQUAL measurement instrument. What are the
criticisms levelled against this instrument?
Q26 ‘Process’ and ‘Physical Evidence’ are very important to financial services
organizations. Explain with relevant examples.
Q27 Define Positioning of services.
Q=28 Service Marketing triangle.
Q29 Types of service encounters.
Q30 Define Mystery shopping