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IGNOU MS-65 Code Details
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University
IGNOU (Indira Gandhi National Open University)
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Title
Marketing of Services
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Language(s)
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Code
MS-65
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Subject
Marketing Management
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Degree(s)
MBA (MS)
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Course
Core Courses (CC)
IGNOU MS-65 English Topics Covered
Block 1 - Services Marketing - An Introduction
- Unit 1 - Marketing of Services:conceptual Framework
- Unit 2 - Role of Services in Economy
- Unit 3 - International Trade in Services,The WTO and India
- Unit 4 - Consumer Behaviour in Services
Block 2 - Services Marketing Mix
- Unit 1 - Product and Pricing Decisions
- Unit 2 - Place and Promotion Decisions
- Unit 3 - Extended Marketing Mix for Services
Block 3 - Strategic Issues
- Unit 1 - Service Quality
- Unit 2 - Managing Demand and Capacity
- Unit 3 - Customer Retention
Block 4 - Sectoral Applications-I
- Unit 1 - Financial Services
- Unit 2 - Tourism and Hospitality Services
- Unit 3 - Health Services
- Unit 4 - Case Study : Serving the Global India
Block 5 - Sectoral Applications-II
- Unit 1 - Educational Services
- Unit 2 - Professional Support Services : Advertising Agencies
- Unit 3 - Telecommunication Services
- Unit 4 - Product Support Services
IGNOU MS-65 (January 2024 - July 2024) Assignment Questions
1. Choose any service of your choice and discuss the marketing implications of intangibility, inseparability, heterogeneity and perishability as applicable to the selected service. Give suggestions for overcoming these implications.
2. Why do customers switch service providers? Can you do anything as a marketer to prevent customers from switching? Discuss.
3. In what ways is distribution of services different from goods? Identify a few services which can be distributed through electronic channels and discuss the benefits and challenges involved in it.
4. Pricing strategy for services includes much more than determining what to charge'. Examine the statement with the help of suitable examples.
5. Write short notes on following
a. Gaps Model of Service Quality
b. Significance of Internal Marketing.
c. Reasons for growth of the service sector.
IGNOU MS-65 (January 2023 - July 2023) Assignment Questions
1. Briefly discuss the services marketing mix and the services marketing triangle.
2. What guidelines you would follow for developing an advertising campaign for a service organization? Discuss by taking the example of a commercial bank or an insurance company.
3. Briefly describe the gaps model and explain the significance of the five gaps that the model identifies.
4. Identify any basic hospital service like an X-ray analysis or a complete health check examination in three medical establishments in your city. Do you find any price variations?
What in your view are the reasons for these variations?
5. Write short notes on following
a. Four Modes of Service Delivery
b. Significance of Internal Marketing.
c. Yield Management
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MS-65 Previous Years Question Papers
Related Codes
- MS-612 Retail Management
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