MMPM-005 Marketing of Services Solved Question Paper June 2024

MMPM-005 Marketing of Services Solved Question Paper June 2024

Marketing of Services
Course Code: MMPM-005

Section–A
1. What are the characteristics of Services ? How
do services differ from products ? What are the
challenges involved in marketing for services ?
25
2. (a) Explain the consumer decision making
process for services with suitable
examples. 15
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(b) What are the moments of truth in services
marketing ? Discuss. 10
3. Suppose you are a Public Relations Officer of
prestigious management institutions/
educational Institute. What guidlines would
you follow for developing an advertising
campaign ? 25
4. What are the gaps arising out of service
delivery process ? How would you improve
these gaps in context with an e-Commerce
portal ? 25
5. Write short notes on any three of the following :
25
(a) Positioning strategies for services
(b) Franchising
(c) Customer Relationship Management
(CRM)
(d) Pricing methods/strategies for services
(e) Pricing of services
Section—B
6. Case Study :
CASE 2 Four Customers in Search of
Solutions
Four telephone subscribers from Kanpur call
their telephone company to complain about a
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P. T. O.
variety of problems. How should the company
respond in ca instance?
Among many customers of telephone services in
Kanpur, four individuals are living in Swarup
Nagar, a middle-class suburb of the city. Each
of them has a telephone-related problem and
decides to call the company about it.
Sachin Awasthi
Sachin Awasthi grumbles constantly about the
amount of his home telephone bill (which is, in
fact, at the top 2 percent of all household phone
bills in Kanpur). There were many calls to the
countries in Southeast Asia on the weekday
mornings, calls almost daily to Delhi around
mid-day and calls to Mumbai and Chennai,
thereafter. One day, he receives a telephone bill
which is even larger than usual. On reviewing
the bill, he is convinced that he has been
overcharged, so he calls the phone company to
complain and request an adjustment.
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Mariam Narohna
Mariam Narohna has missed several important
calls recently because the caller received a busy
signal. She phones the customer service
department to find any possible solution for
this problem. Narohna’s telephone bill is at the
median level for a household subscriber. (The
median is the point at which 50 percent of all
bills are higher and 50 percent are lower.) Most
of the calls from her house were local, but there
were occasional international calls to New York
or to other cities of the United States as well.
She did not subscribe to any value-added
services.
Seetha Agrawal
During the past several weeks, Seetha Agrawal
has been distressed to receive a series of hoax
telephone calls. It sounds like the same person
each time. She calls the telephone company to
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P. T. O.
see if they can put a stop to this harassment.
Her phone bill is at the bottom 10 percent of all
household subscriber bills, and almost all the
calls made were local only.
Raghunath Sengupta
For more than a week, the phone line of his
house has been making strange humming and
crackling noises, are making it difficult to hear
what the other person speaks. After hearing
comments on these distracting noises from two
of his friends, he calls to report the problem.
His guess is that it is being caused by the
answering machine, which is fairly old and
even sometimes loses messages even.
Sengupta’s phone bill is at the 75th percentile
for a household subscriber. Most of the calls
were made to many locations within India,
usually in the evenings and over the weekends,
though there were few calls to London too.
Questions :
(i) Strictly based on the information available
in the case, how many possibilities do you
see to segment the telecommunications
market ?
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(ii) As a customer service representative how
would you address each of the problems
and complaints that are reported ?
(iii) As a marketing manager, do you see any
marketing opportunities for the telephone
company in these complaints ?