MMPM-005 Marketing of Services Solved Question Paper December 2023

MMPM-005 Marketing of Services Solved Question Paper December 2023

Marketing of Services
Course Code: MMPM-005

Section—A
1. (a) How do services differ from products ?
(b) What are the marketing implications of
service characteristics ?
2. (a) Differentiate between high-contact,
medium-contact and low-contact services.
(b) How are people’s roles differ in these
services ? Explain with examples.
[ 2 ] MMPM–005
3. Describe the gaps model and explain the
significance of the five gaps that the model
identities.
4. Write short notes on any two of the following :
(a) Pricing Tripod
(b) Role of physical evidence in marketing of
services
(c) Positive/Negative Advocacy
(d) Impact of technology on customer services
Section—B
5. Indian Railway Catering and Tourism
Corporation (IRCTC) offers a quota of ‘Tatkal’
as well as ‘Premium Tatkal’ for online ticket
bookings. The main distinction between these
two types of ticket booking is in the ticket
prices. Tatkal ticket charges have been set as a
percentage of fare at 10% of the basic fare for
second class and 30% of the basic fare for all
other classes, subject to the minimum and
maximum prices. Tickets for the Premium
Tatkal service, which is only available on
certain trains, have dynamic fare pricing for
[ 3 ]
classes. The Premium Tatkal fare refers to the
fare component that increases with subsequent
bookings. Booking a Premium Tatkal ticket is
much more expensive than booking a Tatkal
ticket due to dynamic fare pricing. Ticket prices
vary depending on the booking rate and
availability of seats.
Questions :
(a) Justify the differential pricing strategy for
services.
(b) What are the possible advantages or
disadvantages of differential pricing over
uniform pricing ?