Ms-65 Marketing of Services Previous Exam Paper

MBA - Master of Business Administration

Note: This paper consists of two sections A and B. Attempt any three questions from Section A. Section B is compulsory. All questions carry equal marks.

1. (a) What are the various modes of service delivery in international trade? Discuss with the help of examples.

(b) How is information search behavior different in case of services as compared to goods? Explain giving suitable examples.

2. (a) Why do customers switch service providers? Can you do anything as a marketer to prevent the customers from switching?

(b) Briefly explain the characteristics of a good service guarantee. Formulate a service guarantee for a fixed Landline telecom service provider.

3. (a) Discuss the importance of non-monetary costs in pricing decisions for services taking the example of health services.

(b) Identify and explain the product support services which automobile manufacturers can offer to remain competitive/for gaining competitive advantage.

4. Write short notes on any three of the following :

(a) Reasons for growth of the service sector
(b) Franchising
(c) Measurement of Service Quality
(d) Channels of distribution for bank
(e) Classification schemes for services

SECTION B

Study the case given below and answer the questions given at the end.

Premier Courier Ltd.

Premier Courier Ltd. (PCL) is an innovative overnight delivery company that helped change the way companies do business. It was the first company to offer an overnight delivery system, but the company markets more than just a delivery service. What PCL really sells is on-time reliability. The company markets risk reduction and provides the confidence that people shipping packages will be "Absolutely, positively, certain their packages will be there by 10.30 in the morning".

In fact, PCL sells even more than reliable delivery. It designs tracking and inventory management systems for many large companies. In other words, its customers buy more than just delivery service they buy a solution to their distribution problems. For example, a warehouse designed and operated by PCL is part of the distribution centre for a very large computer firm. In other organisations, customers can place an order for inventory as late as midnight, and the marketer, because of PCL's help, can guarantee delivery by the next morning. PCL has positioned itself as a company with a service that solves its customers' problems,

Questions

(a) What is PCL's product? What are the tangible and intangible elements of this service product?
(b) What are the elements of service quality for a delivery service like PCL?
(c) In what way does technology influence PCL's service quality?