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MBA Services Marketing Exam Paper

This document is an examination question paper for a Services Marketing course. It contains 3 questions assessing students' knowledge of services marketing concepts and frameworks: 1) Analyze a case study on Housing.com and identify which customer segments to target, how to create value, and how to fill gaps in services for buyers and sellers. 2) Explain how augmented service offerings for virtual marketspaces differ from traditional offerings, using an example. Also discuss what can be achieved internally and externally through service guarantees. 3) Apply a "Blueprinting" framework to analyze a service encounter at a theme park and discuss how complaints related to the encounter could be handled.

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Priyanka Reddy
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166 views2 pages

MBA Services Marketing Exam Paper

This document is an examination question paper for a Services Marketing course. It contains 3 questions assessing students' knowledge of services marketing concepts and frameworks: 1) Analyze a case study on Housing.com and identify which customer segments to target, how to create value, and how to fill gaps in services for buyers and sellers. 2) Explain how augmented service offerings for virtual marketspaces differ from traditional offerings, using an example. Also discuss what can be achieved internally and externally through service guarantees. 3) Apply a "Blueprinting" framework to analyze a service encounter at a theme park and discuss how complaints related to the encounter could be handled.

Uploaded by

Priyanka Reddy
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Trimester: July / January 2021_IV_ - November / April 2021____

Examination: End Term Examination


Programme code: 01 Trimester: IV
Class: SY
Programme: MBA-Marketing (SVU 2021)
Name of the
Name of the Constituent College:
department/Section/Center:
K. J. Somaiya Institute of Management
Marketing and IB
Course Code: 117P01S418 Name of the Course: Services Marketing

Maximum Marks: 50 Date: October 8, 2021

Time: 3 Hrs.

Notes:

1. All Questions are compulsory.

2. Start every question on a fresh page.

3. Support your answers with suitable theory and examples.

Question Max.
No. Marks
Q1 Briefly analyze the case study ‘[Link]: Marketing a Service 25
Offering’ and answer the following questions:

i. Which segment should [Link] concentrate on to gain market


share? How can the company create value through its innovative
product offerings?
ii. What should be done to increase the listings on the website? Highlight
the gaps in the current services offered to the seller segment by
[Link] and how the gaps can be filled.
iii. What should be done to increase the listings on the website? Highlight
the gaps in the current services offered to the buyer segment by
[Link] and how the gaps can be filled.
iv. How are the services provided by [Link] different from other
online services?

Q2 (a) How does an augmented service offering for the virtual marketspace differ 7
from an offering for the traditional marketplace? Explain with the help of a
suitable example.

Q2 (b) What can be achieved internally and externally with the introduction of 6
service guarantees?

Q3 (a) Choose any encounter that is likely to occur within a theme park and apply a 12
‘Blueprinting’ framework to analyze the service encounter. Explain how any

OP/10/QMS-1.1/Question Paper/Ver-1.1/ 2021-22


theme park can handle the complaint(s) wrt encounter, if any.

OP/10/QMS-1.1/Question Paper/Ver-1.1/ 2021-22

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