Unit 1


– Definition of service and characteristics

– Goods v/s services

– Growth in service sector

– Goods service continuum

– Service marketing

– Consumer behavior

– Zone of tolerance

– Classification of service


Concepts on :

– Level of customer contact

– Service encounter

– Level of customer participation

– Buying roles

– Contribution of IT towards sectors : Hospital, Tourism, Bank etc.


Unit 2

7 Ps

1) Product:

– 7 steps of new service

– Flower of service


2) Pricing:

– Tripod

– Strategy


3) Promotion:

All tools

Word of mouth publicity


4) Place:

– Where do they meet

– Factor

– Mediocre


5) People


6) Physical evidence


7) Process:

– Blueprint and flow chart (Draw diagram)

– Positioning and productivity


Important units:

Q.1. a. Concepts from Unit 1 and 4

Q.1. b. Case study from Unit 3

Q.2. Unit 1

Q. 3. Unit 2

Q. 4. Unit 3

Q. 5. Unit 4



*These questions were given by a Somaiya college student who attended a University exam-related seminar.

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