Third Year

Time : Three hours

Maximum : 75 marks

1. Section A consistS of Eight short answer questions. The candidate has to answer Four questions. The answer shall not exceed 1 page each.
2. Section B consists of Four questions Each question consists of either or choices and the candidate has to answer either (a) or (b) from each question. The answer shall not exceed 5 pages each.
3. Section C consists of Case which is compulsory and carries 15 marks.

SECTION A - (4 x 3 = 12 marks)

Write briefly on any FOUR of the f0llowiflg (a) Service Sector — Indian Context.
(b) Characteristics of Services.
(c) Marketing of Tourism
(d) Hospitality Marketing.
(e) Financial Services
(f) Marketing Concept.
(g) Industrial Services
(h) Reasons for growth of Service sector

SECTION B - (4 x 12 48 marks)

2. (a) Row Indian service sector is growing Compared to manufacturing Sector? In your opinion the trend desirable?

Or

(b) There is a definite tilt towards the growth development of service sector in India. Do you agree? Give reasons

3. (a) What would be the impact on L.I.C as a of Privatisation and globalisation of life insurance service in India?

Or

(b) Identify and discuss the distinguish characteristics of services What problems do their present in marketing of Services?

4. (a) How the services of profit organizations and profit organisations are classified? Explain.

Or

(b) Make a list of 20 service industries and group as per type of service.

5. a) Define Hospitality Industry. Explain the strategies adopted in promoting the hospitality services

Or

(b) Define Tourism as a service. Discuss the steps in strategies adopted by Govt. A.P. in promoting tourism

SECTION C - (15 marks)

(CASE STUDY)

Dr. Mehta, a Ph.D., in economics, set up a consulting firm in New Delhi in 1992 after completing eight years as a professor of economics at a major university and earlier to this as a high—level officer in government for four years. Dr. Mehta went into this venture with the hope of providing economic advice, analysis and testimony for law firms. Soon, Dr. Mehta decided, having realised the inadequacies, needed to take marketing more seriously. He, contacted a marketing consultant, recommends friend, to give him some direction for his efforts.

The consultant and Dr. Mehta agreed marketing plan should be developed to help the build his practice. Both agreed that before such could be written a more careful examination. Dr. Mehta's past marketing actions and the extra environment should be made. Hence, it was decided the consultant would first do a marketing audit Dr. Mehta's firm.

The audit involved a lengthy inteiew in which Dr. Mehta was probed for infoation about potential markets, competitors, legal trends, fees, promotioanl efforts undertaken etc. Various documents and were also reviewed. The consultant offered much advice the course of the interview and also wrote a audit report offering additional comments

The consultant's report acknowledged that mehta indeed had possessed valuable services to law firms and other prospective clients. But the client pointed out that prospective clients might not immediately recognise what Dr. Mehta's unique skills for them. The report, therefore, emphasised to try to prospective clients about how he could help win cases.

The consultant recommended that Dr. Mehta could aim his educational effort at only a limited number of narrowly defined target markets and to do some exploratory research also in order to identify some promotional target markets. Additionally, more formal research on the potential of various markets was also recommended for the near future. Dr. Mehta was advised to consider a variety of approaches for carrying out the educational campaign, including the use of seminars, a news letter, direct mailing of an article he wrote etc.

Dr. Mehta found the audit report to be very proactive and set out to implement some of its suggestions. After several weeks of implementing audit recommendations, he felt ready to write his marketing plan for 1993. In the plan he established marketing goals for different target markets such as : strategies for educating and appealing to those market segments, time schedules for conducting seminars and implementing mailing and preparing a marketing budget.

Questions:

(a) What exactly is the service product being offered by Dr. Mehta?
(b) Do you think that the approach of educating the potential clients would succeed? Give reasons.
(c) What constitutes the target market for Dr. Mehta? What are likely to be the expectations of such customers?

[201/DM-I/03]

Information presented on this page, including but not limited to test papers, model papers, question papers or other content is indicative and is provided as-is where-is basis and for general information only. Information on this page may not be complete / comprehensive and should not be considered as the official version of the University. Visitors of this page (including current or prospective Students) are advised to contact the University directly for the latest and detailed Test Papers, Transcripts or any other information in this regard. This website would not be in any case be liable for the information provided. Please see our Disclaimer and Terms of Service for further information.