Srm first unit

REGULATION 2013

IFET CE/MBA/II YR/III SEM/2014-2015/BA7013/SRM/UNIT 1/QB&ST Page 1

IFET COLLEGE OF ENGINEERING

UNIT-I

INTRODUCTION

TWO MARKS QUESTIONS WITH ANSWERS

1) Define : service

According to American marketing association

“Activities, benefits or satisfaction which are offered for sale or provided in connection

with the sale of goods”

2) Give examples for service industry

A) Hospitals

B) Travels

c) IT industries

3) Write any 4 reasons for why need for marketing services

a) Life style changes

b) Product complexity

c) Increased leisure time

d) Technology

4) Write any 4 differences between product and service

Product service

1 It is intangible It is tangible

2 It can be stored It cannot be stored

3 Transfer of ownership No transfer

4 Customers not participate Customers participate in the

process

5) List out the characteristics of service?

a) Intangibility

b) Inseparability

c) Variability

d) Perishability

6) What do you mean by heterogeneity?

Services are numerous and it is impossible to standardize the output. The services of

same seller are sometimes dissimilar. For (ex) : two haircuts from the same barber are not

identical.

7) What is perishability?

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Services cannot be stored and stocked like industrial products and are perishable in

nature. Perishability aspect is that most services may face a fluctuating demand. There is

a peak demand time for buses in the office hours.

8) List out the components of service

a) Service delivery

b) Service product

c) Physical product

d) Service environment

9) What are service marketing triangles?

a) Internal marketing

b) Interactive marketing

c) External marketing

10) List any five challenges of service marketing

a) Service quality

b) Customer expectation

c) Trust

d) Competition

e) Passion

11) What is tangibility?

Services are intangible unlike physical products they cannot be seen, tasted, felt, and

heard. Service firms are selling idea and not a product. It must tell the buyer what the

service will do. It is usually unable to illustrate, demonstrate or display the service.

12) Write any two nature of services

a) Service can be described as economic activities that create added value and provide

benefits for customers.

b) It is an organized effort for providing a sound foundation for the development

13) Write about the stages of evolution of service marketing?

a) Crawling out stage

b) The Scurrying about stage

c) The walking erect stage

d) The galloping stage

14) What are the components of service?

a) Physical product

b) Service delivery

c) Service environment

d) Service product

15) What are the reasons of marketing the services?

a) Life style changes

b) Information technology

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c) Development in market

16) Why services are inseparable?

Services are typically produced and consumed simultaneously. EX: Electricity is

generated and distributed simultaneously. So the services are said to be inseparable.

The amount of interaction between the consumer and the service provider depends on the

extent to which consumer must be present

17) Define: service

“A service is any activity or benefit that one party can offer to another” – Kotler

18) How growth of service can be attributed to the growth of disposable income?

The development of corporate sector and MNC’s providing more employment

opportunities which provide good income. Since people’s income is high they want to

spend more. This has lead to the increase in the disposable income.

19) How does the product complexity attribute to growth in service sector?

A large number of household products can be serviced only by specialized persons. For

ex: A/c, water purifiers, micro wave oven etc.This calls for the demand of skilled people

to provide maintenance.

20) What is service management?

Service management is a total organizational approach that makes quality of service, as

perceived by the customer, the number one driving force for the operations of the

business.

21) What are the components of integrated service management?

A) Product elements b) Place and Time c) Process d) Productivity and quality e) People

F) Promotion and education g) Physical evidence h) price and other cost of service.

22) What are the challenges faced by service marketers?

a) How can service quality be designed and improved whaen the product is intangible

and non-standardised.

b) How can new services be designed and tested effectively when the service is

essentially an intangible process?

23) What are the reasons for growth in service economy?

a) The lag in growth in labour productivity in service compared with the rest of the

economy.

b) The growth in intermediate demand from firms

c) The growth in final demand from consumers

24) What are the limitations on growth in service industries through external force?

a) Customers can perform service themselves.(ex: People can eat at home instead of

eating in hotels)

b) Manufactured goods will be produced which replaces service roles.(EX: TV replaces

cinemas, easy care fabrics replaces cleaning and laundry services).

25) What are the limitations on growth in service industries through internal force?

a) The small size of the average service firm

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b) The shortage of people with certain special skill.

26) What are the basic attitude towards service and service sector?

The manufacturing sector has accorded high status. It is probably the consequence of

service’s lower status than the quantity and quality of data on the sector is poor-which

itself has discouraged research.

27) Write any 2 myths about services?

a) Service jobs are low paying and menial

b) Service production is labour intensive and low in productivity

28) Write a note on evolving environment of services?

Changing pattern of government regulation

Privatization of some public and nonprofit services

Hiring and promotion of innovative managers

29) What will happen during galloping stage?

In galloping stage there will be increase in the growth of the service sector and services

are the main contributors to the GDP of the country

30) What is internal marketing?

The marketing process that enables service marketers delivers promises to customers is

called internal marketing.

Sixteen mark questions with answer key

1) Why marketing of services is essential?

a) higher growth in the disposable income

b) growing specialization

c) life style changes

d) information technology

e) increase in professional education

f) development in market

g) increased leisure time

h) working women

i) increasing number of new products

j) technology

k) consumer affluence

l) product complexity

2) Explain in detail about the components of services?

a) Physical product

b) Service delivery

c) Service environment

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d) Service product

3) What are the challenges of service marketing?

a) Service quality

b) Customers expectations

c) Price

d) Trust

e) Competition

f) Passion

g) Intangible

h) Services are produced and consumed simultaneously

i) Setting standards

j) Labour intensity

k) Legal and ethical barriers

l) Customers retention

4) What are the importances of service marketing?

a) Generation of employment opportunities

b) Customer satisfaction

c) Higher growth in income

d) Opportunity in professional education

e) Advancement technological facilities

f) Growth in government activities

g) Political changes

5) Explain the growth of service sector in detail?

a) Developments in IT industry

b) Developments in ITES sector

c) Banking

d) Financial services-banking and insurance

e) Retailing

f) Insurance sector

g) Health sector