Q1. Explain the concept and scope of Product Management. 1.

Idea generation
Answer: 2. Idea screening
Product management refers to planning, developing, marketing, and controlling a product 3. Concept development and testing
4. Business analysis
throughout its life cycle to achieve organizational goals and customer satisfaction.
5. Product development
Scope of Product Management:
6. Test marketing
1. Product planning and development
7. Commercialization
2. Product design and branding
NPD helps firms sustain growth and remain competitive.
3. Pricing and distribution decisions
4. Product life cycle management
5. Market analysis and customer need identification Q5. Discuss the role of Product Manager in an organization.
Product management ensures the right product is delivered to the right market at the right Answer:
time. A product manager is responsible for the success of a product.
Roles:
Q2. Explain Product Mix and Product Line decisions. 1. Market research and customer analysis
2. Product planning and development
Answer:
3. Coordination with departments
Product Mix is the total range of products offered by a company, while Product Line is a
4. Pricing and promotional decisions
group of related products.
5. Product performance evaluation
Product Mix Decisions: The product manager acts as a link between customers and the company.
● Width: Number of product lines
● Length: Total number of products
Q6. Explain Product Life Cycle (PLC) and marketing strategies at each stage.
● Depth: Variations of each product
Answer:
● Consistency: Relatedness among product lines
Proper product mix decisions help in market coverage and profitability. PLC describes the stages a product passes through.
Stages & Strategies:
1. Introduction: Awareness building, promotional focus
Q3. Explain BCG Matrix and GE Matrix as tools of Product Portfolio Analysis.
2. Growth: Market expansion, competitive pricing
Answer:
3. Maturity: Product differentiation, sales promotion
BCG Matrix:
4. Decline: Cost control, product withdrawal
Classifies products based on market growth rate and market share: PLC analysis helps in strategic planning.
1. Stars
2. Cash Cows
Q7. Explain the nature and characteristics of Services.
3. Question Marks
Answer:
4. Dogs
Services are intangible activities offered to customers.
GE Matrix:
Uses industry attractiveness and business strength to classify products into: Characteristics:
● Invest 1. Intangibility
● Hold 2. Inseparability
● Harvest 3. Variability
4. Perishability
Both matrices help in strategic product investment decisions.
These characteristics make service marketing different from product marketing.

Q4. Explain the New Product Development (NPD) process.

Q8. Explain Service Blueprint and Servicescape.
Answer:
Answer:
New Product Development refers to introducing a new product to the market.
Service Blueprint:
Stages of NPD:

A visual map showing service processes, customer actions, and employee roles. effectively.
Servicescape: Objectives:
The physical environment where service is delivered including layout, ambiance, and design. 1. Balance growth and profitability
Both influence customer experience and service quality. 2. Identify strong and weak products
3. Decide investment and divestment
4. Reduce risk
Q9. Explain Service Quality and SERVQUAL model.
Tools like BCG and GE matrix are used for portfolio planning.
Answer:
Service quality is the comparison between customer expectations and service performance.
Q13. Explain Emerging Indian Market and relevance of Product Management.
SERVQUAL Dimensions:
Answer:
1. Tangibles
2. Reliability India is a fast-growing market due to rising income, urbanization, and digitalization.
3. Responsiveness Relevance of Product Management:
4. Assurance 1. Understanding diverse consumer needs
5. Empathy 2. Managing competition
SERVQUAL helps measure and improve service quality. 3. Innovation and customization
4. Shorter product life cycles
5. Technology-driven products
Q10. Explain Service Failure and Recovery strategies.
Product management helps firms succeed in the competitive Indian market.
Answer:
Service failure occurs when service does not meet customer expectations.
Q14. Explain Marketing strategies for FMCG and FMCD products.
Recovery Strategies:
Answer:
1. Apology and acknowledgment
2. Quick response FMCG Marketing:
3. Compensation ● Mass marketing
4. Process improvement ● Extensive distribution
Effective recovery restores customer trust and loyalty. ● Low price, high volume
● Heavy promotion
Q11. Explain Product Classification with examples.
FMCD Marketing:
Answer:
● Branding and technology focus
Product classification refers to grouping products based on consumer behavior and usage.
● After-sales service
Types of Product Classification: ● Higher price
1. Consumer Products ● Dealer support
○ Convenience goods (soap, toothpaste) Both require different marketing strategies due to product nature.
○ Shopping goods (clothes, furniture)
○ Specialty goods (luxury cars)
Q15. Explain Product Market Strategy in a competitive environment.
○ Unsought goods (insurance)
2. Industrial Products Answer:
○ Raw materials Product market strategy defines how a product competes in the market.
○ Capital goods Strategies:
○ Components and supplies 1. Cost leadership
Product classification helps marketers decide pricing, promotion, and distribution strategies. 2. Differentiation
3. Innovation
Q12. Explain Product Portfolio Planning. 4. Market penetration
5. Market expansion
Answer:
Effective strategy helps gain competitive advantage.
Product portfolio planning involves analyzing a company’s product mix to allocate resources
 3. Delivery gap
Q16. Explain the Service Marketing Mix (7Ps). 4. Communication gap
Answer: 5. Customer gap
Service marketing requires an extended marketing mix. Reducing these gaps improves service quality.

7Ps:
1. Product Q20. Explain Service Marketing Challenges.
2. Price Answer:
3. Place Service organizations face unique challenges.
4. Promotion Challenges:
5. People 1. Managing intangibility
6. Process 2. Maintaining consistent quality
7. Physical Evidence 3. Demand fluctuation
The 7Ps help manage service delivery and customer satisfaction. 4. Customer participation
5. Service customization
Q17. Explain Customer Relationship Management (CRM) in Service Marketing. Effective strategies are required to overcome these challenges.
Answer:
CRM focuses on building long-term relationships with customers. Q21. Explain Service Failure and Recovery with examples.
Importance of CRM: Answer:
1. Customer retention Service failure occurs when service performance falls below expectations.
2. Personalized service Causes:
3. Increased loyalty ● Delays
4. Better customer insights ● Poor employee behavior
5. Higher profitability ● System failure
CRM is critical in service industries like banking and telecom. Recovery Strategies:
1. Immediate response
Q18. Explain Service Encounter and its importance. 2. Apology
Answer: 3. Compensation
Service encounter is the interaction between service provider and customer. 4. Corrective measures
Types: Proper recovery enhances customer trust.

1. Face-to-face
2. Telephone Q22. Explain Service Research and Innovation.
3. Online Answer:
Importance: Service research involves studying customer needs to improve services.
● Shapes customer perception Innovation Areas:
● Determines service quality 1. Technology use
● Influences satisfaction and loyalty 2. Process improvement
3. Customer experience
Q19. Explain Gap Model of Service Quality. 4. New service development
Answer: Research and innovation help firms remain competitive.
The Gap Model identifies differences between customer expectations and service delivery.
Five Gaps: Q23. Explain Service Marketing in Education and Healthcare sectors.
1. Knowledge gap Answer:
2. Standards gap Education Services:

● Intangible and knowledge-based ● Market orientation

● Quality depends on faculty and infrastructure ● Customer needs
Healthcare Services: ● Cost and feasibility
● High involvement services NPD ensures business sustainability.
● Trust and reliability are critical
Service marketing principles help improve quality and satisfaction. Q27. Explain Product Oriented Organization.
Answer:
Q24. Explain Non-Profit and Social Service Marketing. A product-oriented organization focuses on product performance rather than functional
Answer: departments.
Non-profit marketing focuses on social welfare rather than profit. Features:
Examples: 1. Each product has a manager
● NGOs 2. Quick decision making
● Hospitals 3. Better customer focus
● Educational institutions 4. Accountability for product success
Marketing helps in awareness creation, fund-raising, and service delivery. This structure improves efficiency and innovation.
Sure
Here are EVEN MORE 10-MARK QUESTION–ANSWERS, fully exam-oriented, covering Q28. Explain Marketing of FMCG products in Indian market.
remaining and repeatable areas from your syllabus. You can directly write these in Answer:
university exams. FMCG products are fast-moving and low-priced.
Key Marketing Features:
Q25. Explain Product Portfolio Analysis and its importance. 1. Mass distribution
Answer: 2. High advertising and sales promotion
Product Portfolio Analysis evaluates a firm’s products to decide where to invest, maintain, or 3. Affordable pricing
withdraw. 4. Brand loyalty focus
5. Rural and urban penetration
Importance:
Examples: Soap, food items, detergents.
1. Helps allocate resources effectively
2. Identifies profitable and non-profitable products
Q29. Explain Marketing of FMCD products with examples.
3. Reduces business risk
4. Supports long-term strategic planning Answer:
5. Improves market competitiveness FMCD products are durable consumer goods.
Tools like BCG Matrix and GE Matrix are commonly used. Marketing Characteristics:
1. Brand positioning
Q26. Explain Objectives and Dimensions of New Product Development. 2. After-sales service
Answer: 3. Dealer network
New Product Development (NPD) aims to introduce innovative products to meet changing 4. Credit facilities
5. Technology and innovation
customer needs.
Examples: Mobile phones, TVs, refrigerators.
Objectives:
1. Growth and expansion
Q30. Explain Identification of PLC stages and suitable marketing strategies.
2. Competitive advantage
Answer:
3. Customer satisfaction
4. Market leadership Product Life Cycle (PLC) stages are identified based on sales and profit trends.
Dimensions: Strategies:
● Technological innovation ● Introduction: Heavy promotion
 ● Growth: Market expansion Answer:
● Maturity: Product differentiation Product development involves multiple dimensions.
● Decline: Cost reduction or withdrawal Dimensions:
PLC-based strategies maximize product profitability.
1. Technical Dimension: Product design and quality
2. Market Dimension: Customer needs and preferences
Q31. Explain Emergence of Service Economy. 3. Financial Dimension: Cost, pricing, profitability
Answer: 4. Strategic Dimension: Long-term business goals
Service economy refers to the increasing contribution of services to GDP and employment. Successful product development balances all dimensions.
Reasons:
1. Rising income levels Q27. Explain Product Portfolio Analysis and its benefits.
2. Urbanization Answer:
3. Technological advancement Product portfolio analysis evaluates a firm’s products to allocate resources effectively.
4. Changing lifestyle Benefits:
5. Outsourcing and globalization
1. Identifies strong and weak products
Service sector dominates modern economies. 2. Helps in investment decisions
3. Balances growth and stability
Q32. Explain Nature of Services and its marketing implications. 4. Improves strategic planning
Answer: Tools like BCG and GE matrix are widely used.
Services are intangible and customer-centric.
Nature of Services: Q28. Explain the concept of Product-Oriented Organization.
1. Intangibility Answer:
2. Inseparability A product-oriented organization structures its activities around products.
3. Variability Features:
4. Perishability 1. Each product has a manager
Marketing Implications: 2. Focus on product performance
● Quality control is difficult 3. Better customer orientation
● Customer involvement is high 4. Faster decision-making
● Relationship marketing is important This structure improves accountability and market responsiveness.
Q25. Explain the objectives and importance of New Product Development (NPD).
Answer: Q29. Explain Marketing of FMCG products in the Indian market.
New Product Development is essential for business growth and survival. Answer:
Objectives of NPD: FMCG products are frequently purchased low-cost items.
1. Meet changing customer needs
Marketing Features:
2. Replace declining products
1. Extensive distribution network
3. Use technological advancements
2. Mass advertising
4. Increase market share
3. Competitive pricing
5. Achieve competitive advantage
4. High brand loyalty
Importance:
Examples include soaps, food items, and beverages.
● Ensures long-term growth
● Improves brand image
● Reduces business risk Q30. Explain Marketing of FMCD products.
NPD helps companies remain relevant in dynamic markets. Answer:
FMCD products are consumer durables with high value.
Q26. Explain dimensions of Product Development. Marketing Features:

1. Product quality and technology focus Q34. Explain Service Encounter and Moment of Truth.
2. After-sales service Answer:
3. Dealer and service network Service encounter is any interaction between customer and service provider.
4. Brand image Moment of Truth:
Examples include televisions, refrigerators, and smartphones.
● When customer evaluates service quality
● Critical for satisfaction and loyalty
Q31. Explain identifying PLC stages and designing suitable marketing strategies. Positive encounters create strong brand perception.
Answer:
Identifying PLC stages helps in strategic decision-making. Q35. Explain Servicescape and its elements.
Identification Factors: Answer:
● Sales trend Servicescape is the physical environment of service delivery.
● Profit levels
Elements:
● Competition
1. Ambient conditions
● Customer awareness
2. Spatial layout
Strategies:
3. Signs and symbols
● Introduction: Promotion and awareness
A well-designed servicescape enhances customer experience.
● Growth: Market expansion
● Maturity: Differentiation
● Decline: Cost control or withdrawal Q36. Explain Service Marketing Challenges in Indian context.
Answer:
Q32. Explain the emergence of Service Economy. Service firms face several challenges.
Answer: Challenges:
Service economy refers to the increasing dominance of service sectors. 1. Quality inconsistency
2. Managing customer expectations
Reasons for Emergence:
3. Skilled manpower shortage
1. Rising income levels
4. Demand fluctuations
2. Urbanization
5. Technology adoption
3. Technological development
Addressing these challenges improves service quality.
4. Outsourcing and globalization
Service sector contributes significantly to GDP and employment.
Q37. Explain Quality Issues in Service Marketing.
Answer:
Q33. Explain the Service Triangle with diagram.
Service quality is difficult to measure due to intangibility.
Answer:
Issues:
The service triangle shows relationships in service marketing.
1. Customer expectations vary
Elements:
2. Human involvement
1. Company
3. Difficulty in standardization
2. Employees
4. Service recovery problems
3. Customers
Continuous monitoring is required for quality improvement.
Types of Marketing:
● External marketing
● Internal marketing Q38. Explain SERVQUAL dimensions with examples.
● Interactive marketing Answer:
It highlights the role of employees in service delivery. SERVQUAL measures perceived service quality.
Dimensions:
1. Tangibility: Physical facilities
 2. Reliability: Accurate service delivery Q5. Explain the New Product Development (NPD) process.
3. Responsiveness: Prompt service Answer:
4. Assurance: Knowledge and courtesy NPD is the process of introducing new products.
5. Empathy: Personalized attention Stages:
Used widely in banking, healthcare, and education.
1. Idea generation
2. Idea screening
Q39. Explain Service Failure: causes and consequences. 3. Concept development
Answer: 4. Business analysis
Service failure occurs when service does not meet expectations. 5. Product development
Causes: 6. Test marketing
● Employee error 7. Commercialization
● System breakdown NPD ensures growth and competitiveness.
● Poor communication
Consequences: UNIT 2: PRODUCT MANAGEMENT IN INDIAN MARKET
● Customer dissatisfaction Q6. Explain Emerging Indian Market and relevance of Product Management.
● Loss of loyalty Answer:
● Negative word-of-mouth The Indian market is characterized by rising income, urbanization, and technological growth.
Proper recovery is essential.
Relevance:
1. Diverse consumer needs
Q40. Explain Applications of Service Marketing in Telecom and ITES. 2. Intense competition
Answer: 3. Short product life cycles
Telecom Services: 4. Need for innovation
● Network quality 5. Technology-driven products
● Customer support Product management helps firms succeed in this dynamic environment.
● Value-added services
ITES: Q7. Explain the role of Product Manager.
● Process efficiency Answer:
● Technology-driven service A product manager is responsible for the overall success of a product.
● Customer satisfaction
Roles:
Service marketing helps retain customers in competitive sectors.
1. Market research
Explain Product Portfolio Analysis using BCG and GE Matrix. 2. Product planning
Answer: 3. Inter-departmental coordination
Product portfolio analysis evaluates products to allocate resources efficiently. 4. Pricing and promotion
BCG Matrix: 5. Product performance evaluation
● Stars They act as a link between market and organization.
● Cash Cows
● Question Marks Q8. Explain Product-Oriented Organization.
● Dogs Answer:
GE Matrix: A product-oriented organization is structured around products.
● Industry attractiveness
Features:
● Business strength
● Each product has a manager
These tools guide strategic decisions.
● Focus on customer needs
● Faster decision-making

● Accountability for performance 4. Perishability

This structure improves efficiency. These make service marketing unique.

Q9. Explain Marketing of FMCG and FMCD products. Q13. Explain Service Marketing Mix (7Ps).
Answer: Answer:
FMCG Marketing: Service marketing uses an extended mix.
● Mass distribution 7Ps:
● Low price, high volume ● Product
● Heavy promotion ● Price
FMCD Marketing: ● Place
● High value products ● Promotion
● After-sales service ● People
● Branding and technology focus ● Process
Different strategies are required for each. ● Physical Evidence
All elements together ensure quality service delivery.
Q10. Explain Product Life Cycle and suitable marketing strategies.
Answer: Q14. Explain Service Blueprint and Service Encounter.
PLC describes product stages from launch to withdrawal. Answer:
Stages & Strategies: Service Blueprint:
1. Introduction – Promotion and awareness A visual map of service delivery processes.
2. Growth – Market expansion Service Encounter:
3. Maturity – Differentiation Interaction between customer and service provider.
4. Decline – Cost control or withdrawal Both influence customer satisfaction.
PLC helps in strategic planning.

Q15. Explain Service Triangle and Servicescape.

UNIT 3: BASICS OF SERVICE MARKETING
Answer:
Q11. Explain the emergence of Service Economy.
Service Triangle:
Answer: ● Company
Service economy refers to the dominance of service sectors. ● Employees
Reasons: ● Customers
● Rising income Servicescape:
● Urbanization Physical environment of service delivery.
● Technological development Both shape service quality perception.
● Outsourcing
Services contribute significantly to GDP and employment.
UNIT 4: SERVICE QUALITY & APPLICATIONS
Q16. Explain Quality issues in Service Marketing.
Q12. Explain nature and characteristics of Services.
Answer:
Answer:
Service quality is difficult to manage.
Services are intangible activities.
Issues:
Characteristics:
● Intangibility
1. Intangibility ● Human involvement
2. Inseparability ● Customer participation
3. Variability ● Lack of standardization
Continuous monitoring is required. ● Non-profit organizations
It improves service quality and customer satisfaction.
Q17. Explain Gap Model of Service Quality. Explain Quality Issues in Service Marketing.
Answer: Answer:
The Gap Model identifies gaps between expectations and delivery. Service quality refers to the ability of a service to meet or exceed customer expectations.
Five Gaps: Managing service quality is difficult due to the unique nature of services.
1. Knowledge gap Quality Issues in Service Marketing:
2. Standards gap 1. Intangibility – Services cannot be seen or touched before purchase
3. Delivery gap 2. Inseparability – Production and consumption occur simultaneously
4. Communication gap 3. Variability – Service quality differs from employee to employee
5. Customer gap 4. Perishability – Services cannot be stored
Reducing gaps improves quality. 5. Customer Participation – Customer behavior affects quality
6. Lack of Standardization – Difficult to maintain uniform quality
Q18. Explain SERVQUAL model. These issues make quality control in services more challenging than in products.
Answer:
SERVQUAL measures service quality. Q2. Explain Models of Service Quality.
Dimensions: Answer:
1. Tangibility Service quality models help organizations measure and improve service performance.
2. Reliability Major Service Quality Models:
3. Responsiveness 1. Gap Model of Service Quality
4. Assurance 2. SERVQUAL Model
5. Empathy 3. SERVPERF Model
Used in banking, healthcare, and education. 4. Grönroos Model
Among these, Gap Model and SERVQUAL are most widely used. These models focus on
Q19. Explain Service Failure and Recovery. customer expectations and perceptions.
Answer:
Service failure occurs when expectations are not met. Q3. Explain the Gap Model of Service Quality.
Recovery Strategies: Answer:
● Apology The Gap Model identifies gaps between customer expectations and service delivery.
● Quick response Five Gaps:
● Compensation 1. Gap 1 – Knowledge Gap: Difference between customer expectations and management
● Corrective action perception
Effective recovery builds loyalty. 2. Gap 2 – Standards Gap: Difference between management perception and service
Q20. Explain Applications of Service Marketing in various sectors. quality standards
Answer: 3. Gap 3 – Delivery Gap: Difference between service standards and actual delivery
Service marketing is applied in: 4. Gap 4 – Communication Gap: Difference between service delivery and external
● Financial services communication
● Tourism 5. Gap 5 – Customer Gap: Difference between expected service and perceived service
● Education Reducing these gaps improves service quality.
● ITES
● Telecom Q4. Explain SERVQUAL Model and its dimensions.
● Healthcare Answer:
● Logistics SERVQUAL is a widely used tool to measure service quality by comparing customer

expectations with perceptions. Service research enables continuous quality improvement.

Five SERVQUAL Dimensions:
1. Tangibility: Physical facilities, equipment, appearance of staff Q8. Explain Service Innovations in modern service industries.
2. Reliability: Ability to perform promised service dependably Answer:
3. Responsiveness: Willingness to help customers promptly Service innovation refers to introducing new ideas, processes, or technologies to improve
4. Assurance: Knowledge and courtesy of employees services.
5. Empathy: Caring and personalized attention
Types of Service Innovations:
SERVQUAL helps identify areas for service improvement.
1. Technology-based services
2. Self-service systems
Q5. Explain Application of SERVQUAL in service organizations.
3. Online platforms
Answer: 4. Process improvements
SERVQUAL is applied across various service sectors to measure service quality. 5. Customer experience innovation
Applications: Innovation helps service firms remain competitive.
1. Banking – Measuring customer satisfaction
2. Healthcare – Patient care quality Q9. Explain Service Marketing Quality in Financial and Tourism Services.
3. Education – Teaching and support services Answer:
4. Telecom – Network and customer service quality Financial Services:
5. Hospitality – Service delivery and ambience
● Reliability and trust
Organizations use SERVQUAL results to redesign services and train employees.
● Technology-driven services
● Customer relationship management
Q6. Explain Service Failure and Recovery. Tourism Services:
Answer: ● Service experience
Service failure occurs when a service does not meet customer expectations. ● Hospitality and customer care
Causes of Service Failure: ● Quality of infrastructure
● Delay in service Service quality is crucial for customer satisfaction in both sectors.
● Employee error
● System failure Q10. Explain Service Marketing Quality in Education and Healthcare Services.
● Poor communication Answer:
Service Recovery Strategies: Education Services:
1. Immediate apology ● Teaching quality
2. Quick corrective action ● Infrastructure
3. Compensation ● Student support services
4. Follow-up Healthcare Services:
Effective recovery helps retain customers and restore trust.
● Reliability and assurance
● Timely treatment
Q7. Explain the role of Service Research in improving service quality. ● Empathy and care
Answer: High service quality improves trust and long-term relationships.
Service research involves systematic study of customer needs and service performance.
Importance: Q11. Explain Service Marketing Quality in ITES and Telecom Services.
1. Identifies customer expectations Answer:
2. Measures satisfaction levels ITES:
3. Improves service design ● Process efficiency
4. Helps innovation ● Technology integration
5. Reduces service failure
 ● Service accuracy Features:
Telecom Services: 1. Measures only service performance
● Network reliability 2. Ignores expectations
● Customer support 3. Uses SERVQUAL dimensions
● Value-added services 4. Simple and cost-effective
Service quality helps reduce customer churn. SERVPERF is considered more efficient for measuring service quality.
Q12. Explain Service Marketing Quality in Logistics and Non-Profit Services.
Answer: Q16. Explain Customer Expectations and Perceptions in Service Quality.
Logistics Services: Answer:
● Timely delivery Service quality is influenced by expectations and perceptions.
● Accuracy Customer Expectations are shaped by:
● Cost efficiency 1. Past experience
Non-Profit Services: 2. Word-of-mouth
● Transparency 3. Advertising
● Trust 4. Personal needs
● Social impact Customer Perceptions:
Quality service delivery enhances credibility and effectiveness. Actual service experience compared to expectations.
Matching perceptions with expectations leads to customer satisfaction.
Q13. Explain the concept of Service Quality and its importance.
Answer: Q17. Explain Role of Employees in Service Quality Management.
Service quality is the customer’s judgment about the overall excellence or superiority of a Answer:
service. It is determined by comparing customer expectations with actual service Employees play a critical role in service delivery.
performance. Employee Role:
Importance of Service Quality: 1. Direct interaction with customers
1. Increases customer satisfaction 2. Influences customer perception
2. Builds customer loyalty 3. Ensures service consistency
3. Reduces customer complaints 4. Handles service recovery
4. Improves brand image Proper training and motivation improve service quality.
5. Provides competitive advantage
High service quality is essential for long-term success in service organizations.
Q18. Explain Internal Marketing and its role in Service Quality.
Answer:
Q14. Explain Grönroos Model of Service Quality.
Internal marketing treats employees as internal customers.
Answer: Role in Service Quality:
The Grönroos model explains service quality based on customer perception. 1. Improves employee satisfaction
Components: 2. Enhances service delivery
1. Technical Quality – What the customer receives 3. Reduces service errors
2. Functional Quality – How the service is delivered 4. Improves customer experience
3. Corporate Image – Overall image of the organization Internal marketing strengthens interactive marketing.
This model emphasizes both service outcome and service process.
Q19. Explain Measurement of Service Quality.
Q15. Explain SERVPERF Model of Service Quality. Answer:
Answer: Service quality measurement helps identify gaps and improve performance.
SERVPERF is a performance-based service quality model. Methods:

1. SERVQUAL surveys 1. Accuracy of transactions

2. Customer feedback 2. Security and confidentiality
3. Complaint analysis 3. Responsiveness
4. Mystery shopping 4. Technology-based services
5. Service audits 5. Customer relationship management
Regular measurement ensures continuous improvement. High service quality increases customer retention.

Q20. Explain Causes of Service Failure in service organizations. Q24. Explain Service Quality in Tourism and Hospitality Services.
Answer: Answer:
Service failure occurs when service performance falls below expectations. Tourism services focus on customer experience.
Major Causes: Quality Factors:
1. Employee mistakes 1. Hospitality and courtesy
2. Poor training 2. Cleanliness and ambience
3. System or technology failure 3. Timely service
4. Communication gap 4. Personalization
5. Customer misbehavior 5. Safety and comfort
Identifying causes helps prevent future failures. Service quality directly affects customer satisfaction and repeat visits.

Q21. Explain Types of Service Recovery Strategies. Q25. Explain Service Quality in Non-Profit Organizations.
Answer: Answer:
Service recovery aims to restore customer satisfaction. Non-profit services focus on social welfare rather than profit.
Types of Recovery: Quality Aspects:
1. Psychological recovery (apology, empathy) 1. Transparency
2. Monetary recovery (refund, discount) 2. Accountability
3. Process recovery (corrective action) 3. Trust
4. Follow-up recovery 4. Social impact
Effective recovery can increase customer loyalty. 5. Efficient service delivery
High service quality builds credibility and public support.
Q22. Explain Role of Technology in improving Service Quality.
Answer: Explain Quality Issues in Service Marketing.
Technology enhances service efficiency and accuracy. Answer:
Role of Technology: Service quality refers to how well a service meets customer expectations. Due to the unique
1. Online service delivery nature of services, managing quality is difficult.
2. Automation Major Quality Issues:
3. CRM systems 1. Intangibility – Services cannot be evaluated before purchase
4. Self-service kiosks 2. Inseparability – Production and consumption occur together
5. Data analytics 3. Variability – Service quality differs by employee and situation
Technology improves speed, reliability, and customer experience. 4. Perishability – Services cannot be stored
5. Customer participation – Customer behavior affects service quality
Q23. Explain Service Quality in Financial Services. 6. Lack of standardization – Difficult to maintain uniform quality
Answer: These issues make service quality management complex.
Financial services depend heavily on trust and reliability.
Key Quality Factors: Q2. Explain the Gap Model of Service Quality.
Answer: 2. Immediate corrective action
The Gap Model identifies differences between customer expectations and service 3. Compensation
performance. 4. Follow-up
Effective recovery restores customer trust and loyalty.
Five Gaps:
1. Knowledge Gap – Management misunderstands customer expectations
2. Standards Gap – Poor service quality standards Q6. Explain Service Research and its importance.
3. Delivery Gap – Service not delivered as per standards Answer:
4. Communication Gap – Over-promising in advertising Service research involves systematic study of service performance and customer needs.
5. Customer Gap – Difference between expected and perceived service Importance:
Reducing these gaps improves service quality. 1. Understand customer expectations
2. Measure satisfaction
Q3. Explain SERVQUAL Model and its dimensions. 3. Identify service gaps
Answer: 4. Improve service design
SERVQUAL measures service quality by comparing expectations and perceptions. 5. Support innovation
Five Dimensions: Service research leads to continuous improvement.

1. Tangibility – Physical facilities and appearance

2. Reliability – Ability to perform promised service accurately Q7. Explain Service Innovation in modern organizations.
3. Responsiveness – Willingness to help customers Answer:
4. Assurance – Knowledge and courtesy of employees Service innovation refers to introducing new ideas, processes, or technologies to enhance
5. Empathy – Individual care and attention services.
SERVQUAL helps identify service improvement areas. Types:
● Technology-based services
Q4. Explain the application of SERVQUAL in service industries. ● Online and self-service platforms
Answer: ● Process innovation
SERVQUAL is widely used to measure service quality across sectors. ● Experience innovation
Applications: Innovation improves efficiency and customer satisfaction.
● Banking – Transaction accuracy and responsiveness
● Healthcare – Patient care and empathy Q8. Explain Service Marketing Quality in Financial Services.
● Education – Teaching quality and student support Answer:
● Telecom – Network reliability and service response Financial services depend heavily on trust and reliability.
● Hospitality – Service delivery and ambience Quality Factors:
Organizations use SERVQUAL data for training and service redesign. ● Accuracy of transactions
● Confidentiality
Q5. Explain Service Failure and Service Recovery strategies. ● Technology adoption
Answer: ● Responsiveness
Service failure occurs when service performance does not meet expectations. ● Relationship management
Causes: High service quality ensures customer retention.
● Employee mistakes
● System failure Q9. Explain Service Marketing Quality in Tourism Services.
● Delays Answer:
● Poor communication Tourism services focus on customer experience.
Recovery Strategies: Quality Elements:
1. Apology and empathy ● Hospitality

● Cleanliness ● Customer retention

● Timely service ● Competitive advantage
● Safety ● Improved service efficiency
● Personalization Q15. What is SERVPERF Model?
Service quality affects repeat visits and reputation. SERVPERF measures service quality based only on service performance, ignoring
Q10. Explain Service Marketing Quality in Education and Healthcare Services. expectations.
Answer: Q16. What is Grönroos Model?
Education Services: It explains service quality based on technical quality, functional quality, and corporate image.
● Teaching quality Q17. What is Internal Marketing?
● Infrastructure Internal marketing treats employees as internal customers to improve service delivery.
● Student support
Q18. What is Service Encounter?
Healthcare Services:
Service encounter is the interaction between service provider and customer.
● Reliability
Q19. What is Customer Gap?
● Empathy
● Timely treatment It is the gap between customer expectations and perceived service.
Quality services build trust and satisfaction. Q20. What is Moment of Truth?
Q11. Explain Service Marketing Quality in ITES and Telecom Services. It is the point where customer evaluates service quality.
Answer:
ITES:
● Process accuracy
● Technology use
● Speed and efficiency
Telecom:
● Network reliability
● Customer support
● Value-added services
Service quality reduces customer churn.

Q12. Explain Service Marketing Quality in Logistics and Non-Profit Organizations.

Answer:
Logistics Services:
● Timely delivery
● Accuracy
● Cost efficiency
Non-Profit Services:
● Transparency
● Trust
● Social impact
Quality service improves credibility
Q13. What is Service Quality?
Service quality is the difference between customer expectations and perceived service
performance.
Q14. What are the objectives of Service Quality Management?
● Customer satisfaction