Marketing of Services — DU Bachelor of Management Studies Previous Year Question Papers

"The 4 Ps are all a marketing manager needs to create a marketing strategy for a service business." Prepare a response that argues against this and support it with examples. (18 marks) a) Explain the RATER Model of service Quality. How can businesses use this model to evaluate and improve the dimeusious of service performance from the customer's perspective? (9 marks) b) Elaborate a few ways to overcome the problems of variability in services. (9 marks) The service sector has become a vital component of India's economic development. Examine the importance of the service sector in India and analyze the major factors contributing to its rapid growlh. (18 marks) b)HowwouldyoudefineservicesmarketinganddifferentiateitfromproductMarke!ting. Write a short note on any 3 of the following a) GAPModel b) Tangible vs Intangible Services c) 4 "processing" categories of services d) Benchmarking in services marketing e) Major players and services offered in India SECTION 8 (ComDulsorv question` Jet Airways-a Services Marketing Case Study This case examines the success and problems of Jet With revenues of 3000 crore and 6.4 million passengers in 2002-03, and in the tenth year of its operations, Jet Airways has managed remain lndia's most popular domestic airline. The customer-oriented approach and on-time performance and schedules ensured that Jet continued to be the first choice of air travelers. However, the year 2003 was not a favourable one for the company. The cash profits were slender, the market share had stagnated, and falling seat utilisation rates had started posing problems. With stiff competition from Sahara in the same services cape and the newly created Air D6ccan, will Jet Airways survive the turbulence and remain the leader in the domestic aviation service business? Can its legendary excellence in ground and in-flight service, largely responsible for its `super brand' status, and a source of competitive advantage for the company, enable it to maintain its leadership position in the aviation industry? Jet launched its first customer loyalty programme in 1994, which until 1999 had fetched 30,000 In 2001, Jet Airways introduced an in-flight shopping programme-Jet Mallroffering travelers the advantage of ordering products from a catalogue. The intention was to provide additional services to customers. It was introduced keeping in mind the busy schedules of the business travelers and flexibility for them to shop on-board without wasting any time. The specially designed catalogue featured quality products - both branded and unbranded at attractive prices. The customer had to complete the order form, along with their credit or charge card number and hand over the same to the cabin crew or alternately post the order form later. The products were to be home delivered to them within two to four weeks.