Syllabus Service Management

Topics: Marketing, Marketing management, Hospital Pages: 4 (1180 words) Published: August 9, 2010
Term-End Examination
June, 2005
Time : 3 hours
Maximum Marks : 100
(Weightage 70%)
Note : This paper consists of three Sections A, B and C. Section A is to be attempted by students registered for MS-65 for July, 2004 or January, 2005 semesters. Section B is to be attempted by students registered for this course for July, 2003 or January, 2004 semesters. Section C is to be attempted by all the students. All questions carry equal marks. SECTION A

Attempt any three questions.
1. (a) In what ways is distribution of services different from goods ? Identify a few services which can be distributed electronically and discuss the challenges involved in it. (b) Differentiate between core, facilitating, and supporting services, giving suitable examples. 2. (a) What are the benefits derived by a service firm in offering a service guarantee ? (b) Discuss the characteristics of a good service guarantee. Evaluate the following service guarantee offered by a restaurant for its home delivery services, on the basis of the characteristics discussed by you. "30 MINUTES GUARANTEE. 10% DISCOUNT ON DELAYED DELIVERY ORDERS"

Discounts not applicable for orders over Rs. 500"
3. (a) How important is it for a hotel located at a hill station to use promotions during off season ? Also identify the possible sales promotion schemes it caa offer. (b) Discuss the importance of word of mouth communication for health care services. 4. Write short notes on any three of tha following :

(a) Role of service sector in Indian economy
(b) Gronroos Model of Service Quality
(c) Pricing of educational services
(d) Yield Management
(e) Role of PhYsical evidence
Attempt any three questions.
5. What are the various levels at which a service product has to be conceptualised ? Taking the example of a movie theatre or a health club, explain the conceptualisation of the service product. 6. (a) What are the advantages that accrue from...
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