Service Marketing (July-2022)

@ c Z

* ]

@ : c Z

* ] :

t 6

<îF , Î 0 Ñ Z

& ]

” 6 V , ì Œ z : Zz w z Ô

Š zx z Ô Î x C X Ù

Ž Z Æ [ n / Å V

®

Š Z

 Z á è S g ì Ó X

” x Ð V Î ß Z

» V

Ž Z [

Š b i Ñ ì ò X i Ñ

ò Z Î ] Ñ



ž Ž z c è Z Î ] Ñ

&

{ ( à

™ %æFN

*

& *

¿ Z Ž [ á zZ Z Î ] Ñ

 C X Ù Z Î

» w Z Ž Ñ [ ò i ì

X

¹⁰

~ w z Zz

^.1

(10 x 1 = 10 Marks)

X ì – 

¹

a Æ w Z Î C Ù

/ ( 6 V , ì Œ

X

²⁰⁰

) Î z Š ã ½ [ Z Ž » w Z Î C Ù X  ¶ Š [ Z Ž Æ V ß Z Î õ 0 * ð à à D ¨ ( ¤ Ð ~ k XZ  ] Ñ Z Î J W ~ zx Š z

^.2

(5 x 6 = 30 Marks)

X  – ] Z 

⁶

a Æ w Z Î C Ù

/ ( 6 V , ì Œ

X

⁵⁰⁰

) Î õ 0 * ã ½ [ Z Ž » w Z Î C Ù X  ¶ Š [ Ž Æ V ß Z Î & ð à à D ¨ ( ¤ Ð ~ k XZ  ] Ñ Z Î õ 0 * ~ x Î z

^.3

(3 x 10 = 30 Marks)

X  – ] Z 

¹⁰

a Æ w Z Î C Ù

____________________________________________________________________

Zz

w z

1 : w Z Î

ë



?

Internal Marketing

Ã

--- .i

ë



?

Product Width

Ã

--- .ii

ë



?

"Physical Evidence"

Ã

--- .iii

Å w V

Š

£

X

"Intangibility "

Æ ] â } .

^.iv

Å

w V

Š

X Ø

(Inconsistancy)

“ _ x ° Ë Æ ] â } .

^.v

x g

ƒ

@ ì *

X

^---

å Ã

"Service Provider"

á zZ ä ™ ½ ] â } . g Zz

^(Client)

z ¯ ~ ] â } .

^.vi

H

ì

?

--- "Service Expectations"

5åG . ’ ] â } .

^.vii

C Ã



X

---

Ô

---

w d zZ Š Ë Æ ] â } .

^.viii

ƒ Z Å k w V

Š

£

X

"Pure Service"

6 , V ˜

"Service Industry"

Å ] â } .

^.ix

ë Ã



X

--- (Salt, Car, Softdrinks)

8 - eg Å Î zg gZ » Ô # Æ ] â } .

^.x

Pure Commodity good (b) Full service (a)

None (d) Pure Commodity /Hybrid(c)

Maulana Azad National Urdu University M.B.A IV Semester Examination, July 2022 Paper - MMBA414DST : Service Marketing

Time : 3 hrs Marks : 70

1/2

Š z zx

<

X

Classification

»

Services Scope

~ È z g Š Å ] â } . ? ì H

Product Service Continuum .2

} . ] â

Š Æ ] Z { , g » à , Ò Ð

™ y



X

^.3

à , Ò Ð

< y

X

"Pre - Purchase Stage" .4

H ì Ò X

< y

X

Services Marketing Triangle .5

} . ] â Z Æ l à x Ò

< y

?

^.6

à w V Æ B ‚ Ò

< y

X

Product Mix

~

Services Industry .7

Ò Ã

™ y



X

5 Dimensions

Æ w e â

"RATER' .8

Ã

^(Quality)

g •

"Technical and Functional"

ÿ E k5 I E g ¢5½ E Zz 8 Æ

"Groonroos Model"

w e â k zz 3 , ¤ /

^.9

Ò

™ y

 X

z x Î

à , Ò Ð

< y

X

"People Mix" .10

Z Å Ì Ã , Ò Ð

< y

X

"Process Mix"

~

"Services" .11

› Æ ú 6 Z , W Z , 0 Zi +

ƒ ä á zZ Z ú Ò ï

< y

X

"Service Sector" .12

à , Ò Ð

< y

X

"PZB" 7Gaps

w e ⠋ Æ ] â } .

^.13

Ã

, Ò Ð

y

^{4 Is'}

ñ ƒ ï Š w V Å

"Hospitality Management"

ð O Z ~ Zi â y ¶ ð Ã Æ ] â } .

^.14

™

 X /

/ /

2/2