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    University of Engineering & Management, Jaipur: University Examination MBA, 2 Year, 4 Semester MM405

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    Supriyo Biswas
    This document is an exam for a marketing course. It contains 3 sections with multiple choice and written response questions. Section A has 15 multiple choice questions covering topics like marketing concepts, the marketing mix, consumer behavior, and marketing research. Section B has 5 short answer questions about services marketing management, types of services, challenges in services industries, and the 7Ps of services marketing. Section C has 4 longer answer questions, including discussing a case study on customer misbehavior, explaining the consumer decision making process, and comparing branding and packaging for products versus services.

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    University of Engineering & Management, Jaipur: University Examination MBA, 2 Year, 4 Semester MM405

    Uploaded by

    Supriyo Biswas
    26 views4 pages
    This document is an exam for a marketing course. It contains 3 sections with multiple choice and written response questions. Section A has 15 multiple choice questions covering topics like marketing concepts, the marketing mix, consumer behavior, and marketing research. Section B has 5 short answer questions about services marketing management, types of services, challenges in services industries, and the 7Ps of services marketing. Section C has 4 longer answer questions, including discussing a case study on customer misbehavior, explaining the consumer decision making process, and comparing branding and packaging for products versus services.

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    MM405_SM_MBA

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    This document is an exam for a marketing course. It contains 3 sections with multiple choice and written response questions. Section A has 15 multiple choice questions covering topics like marketing concepts, the marketing mix, consumer behavior, and marketing research. Section B has 5 short answer questions about services marketing management, types of services, challenges in services industries, and the 7Ps of services marketing. Section C has 4 longer answer questions, including discussing a case study on customer misbehavior, explaining the consumer decision making process, and comparing branding and packaging for products versus services.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    26 views4 pages

    University of Engineering & Management, Jaipur: University Examination MBA, 2 Year, 4 Semester MM405

    Uploaded by

    Supriyo Biswas
    This document is an exam for a marketing course. It contains 3 sections with multiple choice and written response questions. Section A has 15 multiple choice questions covering topics like marketing concepts, the marketing mix, consumer behavior, and marketing research. Section B has 5 short answer questions about services marketing management, types of services, challenges in services industries, and the 7Ps of services marketing. Section C has 4 longer answer questions, including discussing a case study on customer misbehavior, explaining the consumer decision making process, and comparing branding and packaging for products versus services.

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    You are on page 1of 4

    MBA/Even/MM405/2018-19(Regular)

    Enrolment No.

    University of Engineering & Management, Jaipur


    (Established by Act of State Govt. & u/s 22 of UGC Act, Ministry of HRD, Govt. of India)

    University Examination
    MBA, 2nd year, 4th Semester
    Subject Code- MM405 Total Marks-100
    Subject- Service Marketing Time Duration -3hrs.
    All the answers should be in brief and to the point.
    Strike off all the blank pages of copy, after completing your work.
    The students are advised not to write anything on the question paper other than Enrolment No.

    Group-A
    (Answer any fifteen questions) [15*1=15]

    1. Choose the correct option:


    i. Marketing myopia is known as
    a) Defect of the human eye
    b) Short sighted view of marketing
    c) Launching a new product in the market
    d) All of the above
    ii. The focus of marketing concept is
    a) Target market
    b) Customer needs
    c) Products
    d) All of these
    iii. Customer need identification was first discovered in which concept?
    a) Selling
    b) Marketing
    c) Societal marketing
    d) Production
    iv. Physical distribution of 4P is related to
    a) Convenience
    b) Communication
    c) Customer’s solution
    d) Cost
    v. Entry of laggards is in which stage of PLC?
    a) First
    b) Second
    c) Third
    d) Fourth
    vi. People is an element of the
    a) Service mix
    b) Marketing mix
    c) Product mix
    d) All of these
    MBA/Even/MM405/2018-19(Regular)
    Enrolment No.

    vii. SBU stands for


    a) Simple business unit
    b) Strategic business unity
    c) Strategic business unit
    d) Simple business unity
    viii. Which of the following is not the key macro environment force?
    a) Economy
    b) Technology
    c) Politics
    d) Climate
    ix. Which of the following is not a primary data collection tool?
    a) Questionnaire
    b) Interview
    c) Observation
    d) Journals
    x. Psychographic segmentation refers to
    a) Race
    b) Religion
    c) Country size
    d) Life style
    xi. Which of the following is not a type of a customer?
    a) Laggards
    b) Early adopters
    c) Innovators
    d) Initiators
    xii. Focus group interview is a technique of collecting
    a) Primary data
    b) Secondary data
    c) Tertiary data
    d) All of these
    xiii. HRD means
    a) Human resource development
    b) Human resource decision
    c) Human resource deployment
    d) All of these
    xiv. The buying decision process starts with the recognition of a
    a) Product
    b) Need
    c) Producer
    d) Seller
    xv. Factor(s) which affect(s) consumer behavior is/are
    a) Cultural factor
    b) Social factor
    c) Personal factor
    d) All of these
    MBA/Even/MM405/2018-19(Regular)
    Enrolment No.

    xvi. New product development starts with


    a) Idea generation
    b) Concept development
    c) Market testing
    d) Product modification
    xvii. One of the important characteristics of service is
    a) Tangibility
    b) Homogeneity
    c) Non-perishability
    d) Intangibility
    xviii. Another name of multiproduct branding is
    a) Dual branding
    b) Mixed branding
    c) Corporate branding
    d) Co-branding
    xix. Advertising is a
    a) A non-financial incentive
    b) Personal presentation
    c) Non-executive job
    d) A promotional tool
    xx. Which of the following is not a form of direct marketing?
    a) Kiosk marketing
    b) Catalogue marketing
    c) Public relations
    d) Telemarketing

    Group-B
    (Answer any five questions) [5*5=25]

    2. What is services marketing management?


    3. Explain the types of services?
    4. What are the challenges faced by the service industry?
    5. What are the 7p's of services marketing mix?
    6. What are the characteristic features of services?
    7. How can you differentiate between a product and a service?
    8. What are the principles of services marketing?
    9. What marketing tricks should a services provider focus on?
    10. What is value-chain?

    Group-C
    (Answer any four questions) [4*15=60]

    11. Discuss the problem of customer misbehavior with a suitable case.


    12. State and explain the major components of a company’s marketing environment.
    13. Give a model of consumer decision making process.
    14. Elaborately explain Service Encounter with a suitable example.
    MBA/Even/MM405/2018-19(Regular)
    Enrolment No.

    15. a) What is a product? Discuss the different levels of a product.


    b) What is product differentiation? Give examples.
    16. Discuss Branding And Packaging of Services.
    17. Elaborately explain the steps involved in strategic marketing planning process.
    18. Write Short Notes: (Answer any three):
    a) Prerequisites for preparing a questionnaire for market survey.
    b) Sources of secondary data.
    c) Advanced SWOT analysis.
    d) Porter’s generic value chain model.

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