Roll

MGM’s Institute of Management Studies & Research no:__________

“Services Marketing” Marks: - 60
MASTER OF MANAGEMENT STUDIES Date: -
III SEMESTER INTERNAL EXAMINATION, February 2024
Question-paper
Instructions:1) Section I; Question No. 1 is Compulsory which carries 20 marks.
2) Section II; Attempt any Four Questions from Question No.2 to 7 carry 10 marks in each.
3) Students could write example considering relevant industry applications.

Section I

Q1 (Case Study/ Numerical Problem)

Case Study on Service Failure

You are Marketing Manager of a Corporate Plaza which is a reputed 5 star Hotel in New Delhi. With your
professional skills & lot of perseverance you could convinced Mr. Anil Singh (A Mumbai based well
known business tycoon, who normally stays at Hotel Silver Line which is belonging to your competitor.)
to stay for one night only at Corporate Plaza.

You have made entire arrangement for his warm well-come & comfortable stay (from Airport pick up,
20.15 hrs. & next day drop service at 9.30hrs.)

Next morning when Mr. Singh went to bath room for having a shower there was absolutely no water
thru tap as a result Mr. Singh had to left for his very important business meeting with Hon’ble Ministers
of Commerce without shower & as per his itinerary he was to fly back to Mumbai directly after the said
meeting.

You have been updated by Manager House Keeping about this incidence.

As a Marketing Manager how you will handle this situation?

(20 Marks)

Section II

Attempt any Four Questions from Question No. 2 to 7 each carries 10 Marks.

Q2 Explain the key characteristics of Services (10 Marks)

Q3 What is the role of 7P’s in Services marketing? (10 Marks)

Q4 How the CRM Model can be developed for Airline Industries? (10 Marks)

Q5 Why Gap Analysis is done in Services Business? (10 Marks)

Q6 Why Services Fails? How do you recover it? (10 Marks)

Q7 Draw a Fishbone Diagram for 5 Star Hotel Industries (10 Marks)

--------Best of Luck-------