BA 5006 – Services Marketing

Syllabus for IAT 2 are Unit 2 and 3

Part “A”
Answer all the questions
1. Define Market development
2. Define service perception
3. Define brand loyalty
4. Define Servicescape
5. Define segmentation and its types
6. Define Ethnic group in segmentation
7. List down factors influencing on effectiveness of segmentation
8. Why it is difficult in branding a service?
9. Distinguish between Market Potential and Sales Potential
10. Define Zone of tolerance and its significance on service quality
11. Define Service Life Cycle
12. Define Augmented product
13. List down the components of Service Blueprint
14. Define SERVQUAL
15. Define Service Design
16. List down RATER Components of Service Quality
17. Define Service-Product Mix
18. Define Service Guarantee
19. Define Service Failure
20. Define Service Recovery
Part “B”

Answer any one from each sub-division.

1. How would you describe the Service Market Segmentation.? Illustrate with examples and
what are the methods for assessing the service marketing opportunities?
2. Differentiate between customer expectation and customer perception behaviour and &
Distinguish between core and peripheral services with examples.
3. What is the impact of economic environment on service marketing? Explain with suitable
examples?
4. Discuss the methods of pricing the services and trace the scope and challenges involved in
pricing the services.
5. Discuss in detail about Service Blue print with a diagram. Explain its components the
Service blue print along with the stages of designing and benefits.
6. Discuss about Service quality dimensions and explain in detail on five service gaps and
measure to bridge them in detail. You have a freedom to choose any service sector as
an example to explain