Jawaharlal Nehru Technological University, Hyderabad MBA-III Semester Supplementary Examinations July 2010 SERVICES MARKETING Question paper

Code No: 34

Time: 3hours Max.Marks:60

Answer any Five questions
All questions carry equal Marks

1. "Service marketing is a game of promises". Explain the statement.

2. What is relationship value of customer? How do you estimate Customer Lifetime Value?

3. What is the importance of targeting of services? What are the steps for achieving targeting?

4. What is Basic Service Package? Explain the issues involved in the development of BSP.

5. Using examples compare the advantages and disadvantages of cost-plus and marginal cost pricing.

6. Why do you think that certain professional service still consider sales promotion to be unethical?

7. What are the types of intermediaries? Compare distribution of goods and services.

8. What is business unit level strategic planning for services? Explain.