II YEAR M.

COM EXAMINATION, MAY/JUNE 2014-15

COMMERCE
FM-2.8: MARKETING OF BANK PRODUCTS
TIME: 3HOURS
MAX.MARKS:100
INSTRUCTION: Answer all Sections
SECTION A
1. Answer any EIGHT of the following sub-questions in about 5-6 lines
each. Each sub- question carries 2 marks
(8x2=16)
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
k.

What is marketing triangle?

Define market segmentation
What is test marketing?
What is demand analysis?
What is product length? Give an example
What are the retail products in banks?
What are the bases for pricing bank products?
Define promotion mix
What is the purpose of motivation research?
What is brand positioning?
What are the micro components of marketing environment?
SECTION B

Answer any THREE of the following questions in about 30 lines. Each

question carries eight marks
(3x8=24)
2.
3.
4.
5.
6.

Explain the concept of services marketing triangle with an example

Explain the role of promotion mix in marketing of bank products
Critically evaluate the marketing control system in banks
Explain the distribution strategies for insurance products
Describe the product life cycle for bank products and state the strategies
to be followed in each stage.

SECTION C

Answer any FOUR of the following questions in about 3 pages. Each

question carries 15 marks
(4x15=60)
7. Explain the need and bases of segmenting financial services marketing
8. Elucidate the process and factors affecting pricing of bank products.
9. Explain the types and process of marketing research relating to financial
services.
10.Explain GAP modal and quality dimensions in detail
11.Why is it challenging to design and develop services? What are the stages
in New service development process?
12.Personal selling is effective in bank products marketing rather than other
mode of promotions. Critically evaluate this statement.
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PGDMM EXAMINATION, MAY/JUNE 2014-15

MANAGEMENT
MARKETING OF SERVICES
TIME: 3HOURS

MAX.MARKS:100
SECTION A

1. Answer any TEN of the following sub-questions. Each sub- question

carries 2 marks
( 10x2=20)
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
k.
l.

What is service quality?

What is service strategy?
What is a position map?
Define relationship marketing
What are the methods of service classification?
What is perceived value pricing?
State the criteria for segmentation of services marketing?
What is Service franchising?
What is packaging of services?
What is brand image and brand identity?
What is recovery management?
How service value is created?
SECTION B

Answer any FIVE questions. Each question carries 7 marks (7x5=35)

2.
3.
4.
5.
6.
7.
8.

How does marketing of services differ from marketing of products?

Enumerate on the relationship marketing framework.
Explain the dimensions of service quality.
Explain the process of developing position maps
Elucidate the nature of service consumption
Explain the customer purchase process of services
Describe the complaint handling and service recovery in marketing of
services
9. Explain pricing strategies for services
SECTION C
Answer any THREE questions. Each question carries 15 marks
(3x15=45)

10.Explain in detail the different service classification schemes that could be

effectively used by a service marketer.
11.Explain the service design strategy methods.
12.Critically evaluate the process of understanding customer needs and
behaviour evaluation of service performances.
13. Describe the segmentation strategies for effective market response
14.Elucidate the process of new service development with an example.

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