No. of Printed Pages : 4

MANAGEMENT PROGRAMME

MS-65

Term-End Examination

June, 2010O

O MS-65 : MARKETING OF SERVICESO

Time : 3 hours Maximum Marks : 100

(Weightage 70%)

Note :

Attempt any three questions from Section - A.

Section - B is compulsory.

(iii) All questions carry equal marks.

SECTION - A

(a) What is so distinctive about servicesmarketing that it requires a specialapproach, set of concepts and body ofknowledge ?

(b) Give examples of services that are high incredence qualities. How do high credencequalities affect consumer behaviour for theseservices ?

(a) Taking the example of a business hoteldifferentiate between core, facilitating andsupporting services. Would your answerdiffer for an economy tourist hotel ? Explain.

MS-65

1 P.T.O.

(b) What do you understand by the termService Quality ? Is good service quality acost or a revenue provider ? Discuss withthe help of examples.

3. (a) Why do customers switch serviceproviders ? As a marketer can you doanything to prevent the customers fromswitching ?

(b) What are the various kinds of productsupport services which a consumer durablemanufacturer can provide ? Explain.

4. Write short notes on any three of the following :Methods of distribution for servicesFactors governing tourism demand

(c) Services marketing triangleService guaranteeModes of service delivery in internationaltrade

MS-65 2

SECTION - B

5. Study the following case situations and answer the

questions given at the end :

Case Situation : The amusement park with asuccessful history was now facing problems. Ithad its first money losing last year followed byanother one now. The park had three ways tobring in more revenues : increase visit percustomer, increase average spending per visit orattract new customers. Because of a matureindustry all three were hard to do. As pulling inpeople from broader geographical area seemedan unlikely proposition due to the wideavailability of such parks, attracting newcustomers required new value proposition. Withthis background, it was proposed to offer a"preferred guest card" to win more business frommoneyed and time pressed group of people .Under this plan, visitors could pay an additionalfee to get free rein of the park: Card Holders wouldenter the ride through separate lines which wouldgive them first crack and they would be seatedimmediately at any in-park restaurant. It washoped that this plan will help to up-sell the peoplewho are already coming to the park. And bymaking it possible to spend less time in queues,the guest card will also attract a different type ofcustomer - time starved, high-income professionals

MS-65

3 P.T.O.

and their families, who might otherwise avoid thewhole experience. However, certain objectionswere raised against such a scheme. "I don't eventhink it's a great experience for the preferredguests. Who want to feel all that animositydiverted at them? The key to this business is thecustomers feeling good while they are here. Withthis scheme neither side's coming back"commented an executive. A possible solutiongiven to this was to separate the lines and limitingthe percentage of special tickets issued on anygiven day. If the 'preferred guest card' schemewas not implemented the park might be forced toraise price across the board.Questions :

Evaluate the 'preferred guest card' schemeand give your recommendations to themanagement.Describe the demand patterns that youwould expect at an amusement park andthe underlying causes.

(c) Suggest some ways of managing waitinglines at amusement parks.

MS-65 4