1. JOSEPH’S COLLEGE OF COMMERCE (AUTONOMOUS)

END SEMESTER EXAMINATION – OCTOBER 2014

B.B.M. – III SEMESTER

 SERVICES MANAGEMENT

Duration: 3 Hours                                                                                       Max. Marks: 100

 

SECTION – A

1. Answer ALL the questions. Each carries 2 marks.                                       (10 x2 =20)

 

1. There is a popular trend that is going around in the event management industry, outline this trend.
2. “The Royal Rajasthan Palace on Wheels” is a good example of Rotels. Elaborate on the same.
3. Working women and Greater life expectancy are the reasons for the growth in the service sector. Why?
4. Give a graphic representation on the service life cycle. Also  clearly mention its components.
5. How do customers have an influence on other customers?
6. Elaborate on any two target marketing strategies.
7. Discuss the two gaps in service designing
8. Describe what are condominium hotels?
9. What are the 4 ways in which a B.P.O.is different from a K.P.O.
10. Classify services based on Profit orientation.

SECTION – B

1. Answer any FOUR Each carries 5 marks.                                  (4×5=20)

 

11. Customers give inputs to the operations of service firm, elucidate their importance.
12. What is the 80/20 model? Outline the different layers of the ‘customer pyramid’ with a table.
13. When a customer purchases a product, She/he goes through stages while thinking of trying a new service.
    With reference to the above explain the buying decision process
14. There are different bases of classification of hotels, what are they?
15. Critically evaluate the Event Management industry.
16. Categorize Services based on their ultimate user and the options to provide the services. Elaborate on the above.

 

 

SECTION – C

 

III)      Answer any THREE questions.    Each carries 15 marks.                    (3×15=45)

 

17. The entertainment and media industry is expected to reach Rs.2,272 billion by 2018. The Indian E & M industry generated Rs.1,120 billion in revenue in 2013 alone. Validate the above fact with relevant examples.
18. Pricing is the process of determining what a company will receive in exchange for its service. Validate pricing objectives and the various factors influencing a company for the same.
19. Analyze ‘The Pareto Principle’ and with reference to the same explicate the customer pyramid.
20. Diagrammatically break down the Guest cycle.
21. In order to be an effective and efficient business, you should seek out your segment the market, target customer market and Position your product accordingly. Explain S.T.P.

 

SECTION – D

1. IV) Case study- Compulsory questions. (15 marks)

 

22. Kerala has always been considered the ‘back waters’ of India-in a negative way. Tourists thought of it as a nice but far away place, to be visited if you had the time, after covering the more popular destinations like TajMahal, Delhi, Jaipur and Goa. But all that has changed, with a single great campaign, based on a memorable line- God’s Own Country. As Tourism marketers know, a tourist destination sells imagery first and then depends on the tourists themselves to recommend the destination to their friends, relatives and peer groups. For a long time Kerala has advertised its Boat races at Alleppey ( now known as Alappuzha) and the elephant ritual at ‘Thrissur pooram’, and gained some mileage from these too. However the advertising really started getting into the lime light after the tag line “Gods Own Country” was added to the beautiful images. In addition to the foreign tourists, the campaign successfully drew the attention of domestic tourists and as a result Kerala has successfully entered the tourist map of the world. New investments in Kerala include Tourism related projects at Bekal in the Malabar region (north Kerala).

Tangible things such as good air an road or rail connection and availability of different types of hotels and resorts also helped along with the cosmopolitan food habits of Kerala which is probably the only state apart from Goa  where meat and sea food of all types are easily available, to cater to the palates of foreigners who may be predominately non-vegetarian. Ayurveda practitioners also abound in Kerala and the oil massages add to the mystique of the destination. Apart from traditional hill stations like Munnar, Kerala offers a forest experience at Thekkady ( Periyar wild life sanctuary), and in the hills of Wayand district bordering Tamil Nadu and Karnataka.

 

Questions:

 

1. With reference to the above case, highlight the service marketing mix element Kerala Tourism has emphasized upon. Also discuss the other elements of the service marketing mix.

 

1. b) Develop a Campaign for your own State/ any other state in India, to attract Foreign Tourists.

 

 

 

 

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