KSLU Corner™ New AIBE previous QP

Marketing and Service Management

Semester 3 · 15 topics in 5 units

Past question papers for Marketing and Service Management

Unit I 3 topics

  1. Marketing: meaning, concepts, approaches and objectivesDefinitions of marketing (AMA, Kotler, Stanton), marketing distinguished from selling, the five marketing concepts from production to societal, traditional and modern concepts, the approaches to the study of marketing, and the objectives, goals, importance and benefits of marketing.6 min
  2. Functions of marketingThe functions of marketing grouped as functions of exchange, physical supply and facilitating functions: buying and assembling, selling, transport, storage and warehousing, standardisation and grading, packaging, financing, risk-bearing and market information, with the utilities each creates.5 min
  3. CRM, relationship marketing, retailing and recent trends in marketingCustomer relationship management and relationship marketing, retailing and its types with the services of retailers to wholesalers and consumers, and the recent trends set as short notes: green marketing, social media marketing, e-business and its models, M-business, tele-marketing and technology-based business.5 min

Unit II 3 topics

  1. Marketing environment: micro and macro forcesThe micro environment (company, suppliers, intermediaries, customers, competitors, publics) and the macro environment (demographic, economic, socio-cultural, natural, technological, political-legal), their relative importance, and why monitoring the environment decides success and survival.5 min
  2. Consumer behaviour: factors, buying decision process and family life cycleMeaning and importance of consumer behaviour, the cultural, social, personal and psychological factors that influence it (with Maslow's hierarchy), the five-stage buyer decision process with a worked example, types of buying behaviour, and the traditional family life cycle.5 min
  3. Market segmentation, targeting and positioningMeaning and definition of market segmentation, the geographic, demographic, psychographic and behavioural bases with business-market bases, the process of segmentation, the requisites of sound segmentation, its benefits and limitations, and the link to targeting and positioning.4 min

Unit III 4 topics

  1. Product, marketing mix, product mix, branding and packagingThe marketing mix (4 Ps), the meaning and levels of a product, consumer and industrial products, product mix and product line with width, length and depth, branding with the qualities of a good brand name and the types of brands, and packing, packaging and labelling.5 min
  2. New product development and the product life cycleWhat counts as a new product, the eight stages of new product development from idea generation to commercialisation, why new products fail, and the product life cycle with the features and marketing strategy at introduction, growth, maturity and decline.5 min
  3. Pricing decisions and channels of distributionMeaning and objectives of pricing, the internal and external factors influencing pricing decisions, cost-based, demand-based and competition-based methods with a worked cost-plus and mark-up example, pricing strategies, and the types of distribution channels with the factors governing the choice of channel.5 min
  4. Promotion mix: advertising, media and personal sellingThe promotion mix and its elements, advertising with its objectives and media, the arguments for and against advertising including 'all advertisement is social waste', the regulation of advertising in India, and personal selling with its process and its place today.5 min

Unit IV 3 topics

  1. Services: meaning, nature, characteristics and classificationDefinitions of service, the goods-services continuum, the characteristics of intangibility, inseparability, heterogeneity, perishability and lack of ownership with their marketing implications, goods and services distinguished, the classification and types of services, and the importance of service management.5 min
  2. Growth and significance of the service sector in IndiaThe share of services in India's GVA from the Economic Survey 2024-25, the factors behind the rapid growth of the service sector, its role in economic growth and employment, the effect of Covid-19 and the recovery after it, and the problems the sector faces.4 min
  3. Service marketing mix (7 Ps), service process and service blueprintThe 7 Ps of the service marketing mix (Booms and Bitner) with a bank example, the service process and service delivery process, front office and back office, and the service blueprint: its components, the steps in designing one, a worked blueprint for a restaurant, and its benefits.5 min

Unit V 2 topics

  1. Tourism and travel services: concept, significance, marketing mix and travel agentsConcept, elements and characteristics of tourism, types of tourism in India, its economic significance and the factors behind its growth, the tourism marketing mix, functions of travel agents and tour operators, tourism in Karnataka with ten places and their districts, and a model note on Hampi.6 min
  2. Health care and educational services marketingHealth care marketing and its elements, the marketing mix of hospital services, the growth of the health care industry, strategies to promote health services and medical transcription; and educational services: characteristics, significance in India and the marketing mix of educational institutions.5 min