DU Service Marketing Solved Question Paper 2022 [Dibrugarh University B.Com 6th Sem Solved Paper]


DU Service Marketing Solved Question Paper 2022 [Dibrugarh University B.Com 6th Sem Solved Paper]

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Dibrugarh University B.com 6TH  Semester Service Marketing 2022 Solved Question Paper.

Name of the examination

Dibrugarh University BCom 6th Semester (CBCS)


B.COM (Hons.)

Subject Name

Service Marketing

Subject /Paper Code

Paper: DSE-601 (Gr-III) 

Full Marks




Service Marketing Solved Question Paper 2022 (June/July) Dibrugarh University


COMMERCE (Discipline Specific Elective)

(Honours and Non-Honours)

Paper: DSE-601 (Gr-III) 

(Service Marketing)

Full Marks: 80

Pass Marks: 32

Time: 3 hours.

The figures in the margin indicate full marks for the questions.


The figures in the margin indicate full marks for the questions.

1. State whether the following statements are True or False:              1x8=8

(a) Services refer to social efforts which generate the satisfaction of an individual.

Ans:- True. 

(b) Service triangle includes company, employees and products.

Ans:- False. 

(c) The marketing environment is the external environment.

Ans:- True. 

(d) Tangible is a distinctive feature of goods.

Ans:- True. 

(e) Market segments are measurable.

Ans:- True. 

(f) Quality of services varies with time and person whereas quality in case of goods are standardised.

Ans:- True. 

(g) Perceptual mapping produces a picture or map of a market.

Ans:- True. 

(h) SWOT stands for strengths, weaknesses, opportunities and threats.

Ans:- True. 

2. Write short notes on any four of the following:          4x4=16

(a) Service marketing triangle.

(b) Quality in services.

(c) Customer expectation of services.

(d) Promotional mix.

(e) The service concept.

(f) Nature-based segmentation of Tourism Industry.

(a) Service Marketing Triangle: The Service Marketing Triangle is a framework that defines the relationships between a company, its employees, and its customers within the service industry. It emphasizes three key forms of marketing: Interactive Marketing (between customers and employees), Internal Marketing (within the company itself), and External Marketing (from the company to the customers).

(b) Quality in Services: Quality in services refers to how well a service meets customer expectations and needs. It is often measured across five dimensions: Reliability, Tangibility, Empathy, Responsiveness, and Assurance.

(c) Customer Expectation of Services: Customer expectations are the assumed standards or levels of service that customers believe they will receive from a brand or service provider. These expectations are influenced by past experiences, communications, and the perceived value of the service.

(d) Promotional Mix: The promotional mix is a blend of different marketing tools and strategies used to communicate with the target audience effectively. It typically includes Advertising, Sales Promotion, Public Relations, Personal Selling, and Direct Marketing.

(e) The Service Concept: The service concept outlines how a service provider can realize the value and desired outcomes of its services. It describes the non-tangible aspects of service delivery and is an integral part of the value proposition of service providers. 

(f) Nature-based Segmentation of Tourism Industry: Nature-based segmentation in tourism involves categorizing tourists based on their interaction with natural environments. It considers factors like the type of activity, motivation, and the degree of sustainability involved in the tourism experience.

Answer the following questions:

3. (a) State the significance of service marketing. List various bases for classifying services.      4+10=14

Ans:- Service marketing is crucial because it deals with the promotion and selling of intangible goods, which are services rather than physical products. It's significant because:

1.  Differentiation : Services often accompany products, and as products become more alike, the accompanying services become a key differentiator for consumers. 

2.  Relationships : It fosters long-term relationships with customers, as services often involve ongoing interactions.

3.  Perception : Service marketing can shape customers' perceptions through various interaction points, such as the service process and the people involved. 

4.  Feedback : It involves customers' feedback to improve service quality and marketing strategies. 

5.  Retention : With intense competition, retaining customers through high-quality service is more important than ever.

Services can be classified based on various bases, such as:

1.  Tangibility : Whether the service involves tangible actions on people or goods, like healthcare or repair services.

2.  Intangibility : Services that cannot be quantified tangibly, like insurance or banking services. 

3.  Skill Type : Depending on the professional skill involved, like legal or educational services.

4.  Market Segment : Services can be tailored for end-consumers or organizational consumers.

5.  Regulatory Dimension : Services that are subject to different regulations, like telecommunication or healthcare.

6.  Intensity of Labor Used : Whether the service is labor-intensive, like a restaurant, or less so, like an online service.

7.  Consumer Contact : The degree of customer interaction required, like in personal care services versus automated services.

8. Customization: The extent to which services are customized for the individual customer.


(b) Describe the reasons for growth of service sector in India.                14

Ans:- The growth of the service sector in India can be attributed to several factors:

1.  Structural Transformation : India has experienced a shift from an agriculture-based economy to one dominated by services. The manufacturing sector's share of GDP has remained relatively stagnant, leading to a corresponding increase in the services sector's contribution. 

2.  Liberalization, Privatization, and Globalization (LPG) Reforms : Post-1991 economic reforms opened up opportunities for the development of services such as banking, insurance, telecommunications, and aviation, leading to rapid growth in these areas.

3.  Technological Advancements : The rise of IT/ITeS, BPO, and financial services has been fueled by technological innovations. The adoption of new-age technologies like AI, ML, and Big Data is also contributing to the growth.

4.  Trade Integration : India's integration into the global market has made it one of the top 10 exporters of services, accounting for a significant portion of its exports.

5.  Liberalization of FDI Norms : The easing of FDI regulations in sectors like e-commerce, insurance, and real estate has attracted foreign firms and increased competition, enhancing the services sector.

6.  Increase in Income Levels and Urbanization : Rising incomes and the urbanization of India's population have led to higher demand for various services, including education, healthcare, banking, and insurance.

7.  Government Policies : Initiatives like the Digital India Program, PMJDY, Ayushman Bharat, and UPI have played a role in the sector's growth by promoting digitalization and inclusivity. 

8.  Demographic Dividend : India's large and youthful population provides a substantial workforce for the service industry, particularly in sectors like IT, retail, and healthcare.

9.  Education and Skill Development : Increased focus on higher education and skill development has led to a more qualified workforce, which is essential for the growth of knowledge-based services.

10.  Government Initiatives : The Indian government has launched various initiatives to promote the service sector, such as 'Make in India', 'Startup India', and 'Digital India', which have contributed to its growth.

11.  Foreign Investment : The service sector has attracted significant foreign investment, leading to better infrastructure, technology, and management practices.

12.  Outsourcing : India has become a global hub for outsourcing services, including customer support, IT services, and back-office operations, due to its cost advantage and skilled workforce. 

13.  Tourism : The tourism industry, part of the service sector, has seen growth due to India's diverse cultural heritage, natural beauty, and government efforts to promote tourism.

14.  Healthcare Services : With advancements in medical technology and the rise of medical tourism, healthcare services have expanded significantly. 

15.  Retail Expansion : The retail sector has grown with the rise of e-commerce and modern retail formats, driven by increasing consumer demand.

16.  Financial Services : The banking and financial services sector has grown with the introduction of new financial products and the expansion of credit facilities to rural areas. 

4. (a) Discuss the factors that influence customer expectations of service.              14

Ans:- Customer expectations of service are shaped by a variety of factors that can broadly be categorized into personal and external influences. Here's a detailed look at these factors:

 Personal Influences

-  Personal Needs : Individual values, norms, personality type, qualifications, and living standards significantly affect expectations. For instance, a person with a high standard of living may expect premium services. 

-  Enduring Service Intensifiers : These are individual factors that heighten service-related sensitivity and expectations. They include derived service expectations from others, personal service philosophies, and personal service needs.

-  Experience in the Service Industry : Customers with past or present experience in service industries may have heightened expectations due to their close understanding of service nature.

 External Influences

-  Reference Groups : Friends, family, and social groups can influence a person's expectation level, often setting a benchmark for the service quality expected.

-  Culture or Location : Cultural norms and geographical location can dictate the level of formality, timeliness, and style of communication expected from a service.

-  Experience with Other Companies : Interactions with other brands, especially competitors, can set a precedent that shapes customer expectations.

-  Word-of-Mouth Communications : Feedback and opinions from other customers can significantly impact one's service expectations. 

-  Past Transactions : Previous experiences with a service provider are strong predictors of future expectations. Positive past experiences can raise expectations, while negative ones can lower them. 

Understanding these factors is crucial for service providers to meet and manage customer expectations effectively, ensuring satisfaction and loyalty.


(b) Define target market. Explain various approaches towards target market.           4+10=14

Ans:- A  target market  is a specific group of potential customers identified by a business as the most likely to purchase its products or services. These customers share certain characteristics, such as age, income, lifestyle, or other attributes, that make them more inclined to buy the company's offerings. 

When it comes to approaches towards identifying and serving the target market, businesses typically use the following strategies:

Market Segmentation: Dividing the potential market into distinct subsets of consumers with common needs or characteristics. The four primary market segments are:

-  Demographic : Based on age, income, gender, occupation, and education level.

-  Geographic : Considering regional preferences and location-based factors.

-  Psychographic : Looking at lifestyle, attitudes, interests, and values.

-  Behavioral : Analyzing the purchasing decisions and habits of current customers.

Concentrated Marketing: Focusing marketing efforts on a single market segment. This approach is often used by smaller companies with limited resources, allowing them to target a niche market effectively.

Differentiated Marketing: Targeting multiple market segments with different marketing mixes. This approach helps to cater to the varied needs of different consumer groups.

Undifferentiated Marketing: Applying a single marketing strategy to reach the broadest possible audience. This is a mass-market approach that aims for widespread appeal.

Customized Marketing: Tailoring products and marketing efforts to individual customers or customer groups. This is more common with services or high-end products where personalization is a key selling point.

By using these approaches, businesses can better understand their potential customers and create marketing strategies that are more likely to resonate with their target market, leading to successful market growth.

5. (a) Explain the meaning of branding. What are the roles of branding in service marketing?  4+10=14

Ans:- Branding is a marketing process that involves creating a unique identity for a product or service in the customer's mind. It's about differentiating it from competitors through a distinctive name, symbol, design, or combination of these elements¹. The goal is to establish a significant and differentiated presence in the market that attracts and retains loyal customers.

In service marketing, branding plays several crucial roles:

1.  Creating Trust : A strong brand builds trust with customers, which is particularly important for services due to their intangible nature.

2.  Facilitating Recognition : Branding helps services become easily recognizable, which is essential for customer recall and repeat business. 

3.  Promoting Consistency : It ensures consistency in the quality of service delivered, reinforcing the brand's promise to its customers.

4.  Supporting Communication : Branding aids in effectively communicating the value proposition and key benefits of the service to the target audience.

5.  Enhancing Customer Loyalty : A well-established brand can foster loyalty, as customers develop a preference for the brand's services over others.

6.  Allowing for Premium Pricing : Strong brands can command higher prices due to perceived added value and quality assurance.

7.  Facilitating New Service Introduction : A strong brand can make it easier to introduce new services under the same brand umbrella. 

8.  Attracting Top Talent : A strong brand can attract skilled professionals who want to work for reputable and well-regarded companies, which is especially important in service industries where the  quality of human resources is critical. 

9.  Facilitating Adaptability : A well-established brand can more easily adapt to market changes and customer needs, maintaining relevance and competitiveness. 

10.  Building Brand Equity : Branding contributes to the development of brand equity, which is the value derived from consumer perception of the brand. High brand equity means customers are more likely to choose the branded service over others, even at a premium price. 

11.  Creating an Emotional Connection : Effective branding can create an emotional bond with customers, leading to strong brand loyalty and advocacy.

12.  Influencing Purchasing Decisions : A recognizable and trusted brand can significantly influence customer purchasing decisions, often subconsciously guiding them to choose one service over another. 

13.  Enhancing Perceived Value : Customers often perceive branded services as higher quality, which can justify higher prices and increase the perceived value of the service. 

14.  Reinforcing Brand Values : Through consistent branding, a company can reinforce its values and ethos, ensuring that every customer interaction reflects these principles.

15.  Building Brand Recognition and Recall : Consistent messaging and visuals help in building brand recognition, making it easier for customers to remember and choose the service in the future. 


(b) Discuss the causes behind service quality problems. 14

Ans:- Service quality problems can arise from a multitude of factors, often interrelated and complex. Here's a broad explanation of the causes:

1.  Inseparability of Production and Consumption : Unlike goods, services are often produced and consumed simultaneously, making it difficult to detect and correct problems before the customer experiences them. 

2.  Intangibility : Services cannot be inventoried or quality-checked before delivery, which means inconsistencies can occur more easily. 

3.  Heterogeneity : The human element in service delivery leads to variability in service quality. Different customers have different experiences, even with the same service provider. 

4.  Labor Intensity : Many services are labor-intensive, and the quality can suffer if employees are not properly trained, motivated, or managed. 

5.  Customer Participation : Customers often play a role in the service process, and their input or lack thereof can affect the quality of the service outcome. 

6.  Management Practices : Poor leadership, inadequate training, and a lack of empowerment among employees can lead to service quality issues. 

7.  Failure to Match Supply and Demand : When there is a mismatch, service can be rushed or delayed, leading to customer dissatisfaction. 

8.  Lack of Customer Focus : If a service organization does not prioritize customer needs and expectations, it will likely fail to deliver high-quality service. 

9.  Inadequate Technology : Failing to keep up with technological advancements can lead to inefficiencies and errors in service delivery. 

10.  Complex Service Design : Overly complex or poorly designed service processes can confuse customers and staff, leading to mistakes. 

11.  Poor Employee Selection : Hiring employees who do not fit the service role or company culture can negatively impact service quality. 

12.  Inadequate Physical Evidence : The physical environment and materials that support the service can affect customer perceptions of quality. 

Understanding these causes can help organizations identify areas for improvement and implement strategies to enhance service quality.

6. (a) Discuss about the meaning and role of branding in marketing of services.          4+10=14

Ans:- Branding in the context of service marketing is the process of creating a unique identity and reputation for a service, which is crucial for differentiating it from competitors and establishing a strong presence in the market. It's not just about a logo or visual identity; it's about the entire experience that a service provides to its customers. 

The role of branding in service marketing is multifaceted:

1.  Differentiation : It helps services stand out in a crowded market by highlighting unique features and benefits.

2.  Trust Building : A strong brand can build trust with customers, which is essential for services that are intangible and often purchased based on trust.

3.  Customer Loyalty : Effective branding fosters customer loyalty by creating an emotional connection with the service.

4.  Value Perception : Branding can enhance the perceived value of a service, allowing companies to command premium prices.

5.  Consistency : It ensures consistent service delivery, aligning customer experiences with the brand's promise. 

6.  Communication : Branding aids in communicating the service's value proposition clearly and effectively. 

7.  Employee Engagement : A clear brand identity can engage employees, guiding them to deliver the service in line with the brand's values. 

8.  Building Brand Awareness : Branding helps in creating awareness about the service, making it more recognizable and memorable to consumers. 

9.  Establishing Brand Identity : A strong brand identity is crucial for consumers to connect with the service on a deeper level, encompassing elements like logo design, color schemes, taglines, and brand voice. 

10.  Creating Brand Loyalty : Through consistent and positive experiences, branding can foster a loyal customer base that is less likely to switch to competitors. 

11.  Differentiating from Competitors : Branding enables a service to stand out from the competition by highlighting its unique selling propositions. 

12.  Influencing Purchasing Decisions : A well-established brand can influence consumer purchasing decisions, often leading them to choose a branded service over non-branded alternatives. 

13.  Commanding Premium Prices : Strong branding can justify higher prices due to the perceived added value and quality assurance it provides. 

14.  Building a Strong Reputation : Over time, branding contributes to building a strong reputation, which can be a significant competitive advantage.

15.  Understanding Customer Needs and Preferences : Effective branding involves understanding and addressing the specific needs and preferences of the target market. 

16.  Creating a Personalized Experience : Brands that offer personalized experiences tend to create deeper connections with their customers, leading to increased satisfaction and loyalty.

In essence, branding is a strategic tool that shapes how customers perceive and interact with a service, influencing their decisions and loyalty. It's a comprehensive approach that encompasses everything from visual elements to the values and promises a service makes to its customers. 


(b) Give a brief note on marketing of hospital service.  14

Ans:- Marketing of hospital services involves a strategic approach to promoting and advertising the healthcare services and facilities offered by a hospital or healthcare institution. The aim is to build brand awareness, attract potential patients, and foster positive relationships with existing patients and the community¹. Here's a broad explanation of the concept:

Objectives of Hospital Marketing

-  Brand Awareness : Establishing the hospital as a trusted healthcare provider in the minds of potential patients.

-  Patient Acquisition : Attracting new patients through various marketing channels and strategies.

-  Patient Retention : Keeping existing patients engaged and satisfied with the services provided.

-  Community Engagement : Building a positive image and reputation within the local community.

Strategies Used in Hospital Marketing

-  Digital Advertising : Utilizing online platforms to reach a wider audience.

-  Social Media : Engaging with patients and the community through social media channels.

-  Content Marketing : Providing valuable health-related content to educate and inform the audience.

-  Community Outreach : Participating in community events and offering health education programs.

-  Public Relations : Managing the hospital's public image and handling communication with the media.

Challenges in Hospital Marketing

-  Regulatory Compliance : Navigating the complex regulations that govern healthcare advertising.

-  Service Commoditization : Differentiating the hospital's services in a market where many providers offer similar services.

-  Patient Experience : Ensuring that marketing promises align with the actual patient experience.

 Trends in Hospital Marketing

-  Patient-Centric Websites : Creating websites that are informative, user-friendly, and optimized for mobile devices.

-  Local SEO : Ensuring the hospital appears in local search results for healthcare services.

-  Personalization : Tailoring marketing efforts to individual patient needs and preferences. 

Hospital marketing is essential for the growth and sustainability of healthcare institutions, helping them to navigate the competitive healthcare landscape and connect with patients in meaningful ways.


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