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Service Marketing Question Paper

Service Marketing

Course:Bachelor Of Commerce (Commerce)

Institution: Kabarak University question papers

Exam Year:2012

KABARAK
UNIVERSITY

UNIVERSITY EXAMINATIONS
2011/2012 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
MKTG 322: SERVICE MARKETING
DAY: WEDNESDAY

DATE: 1/08/2012
TIME: 3.00 – 5.00 P.M.

STREAM: Y3S2
INSTRUCTIONS:
? Answer Question ONE and any other TWO questions

Question ONE
a) Service marketing field has undergone some stages of development that are analogous with
evolutionary theory. Explain

(6mks)
b) Marketing for services poses more challenges than for physical goods. Explain the major
characteristics of services that differentiate from physical goods.

(8mks)
c) Services can be classified according to processes that influence the involvement of service providers
and clients. Explain

(8mks)
d) Services sector is a major contributor to Kenya’s economic growth. Discuss
(8mks)

Page 1 of 2

Question TWO
According to Parasuraman there are ‘gaps’ in service marketing that affect consumer satisfaction. In view of
this statement;
a) Explain the major stages in the decision making process for service clients
(8mks)
b) Why are service clients more loyal than customers of physical products?
(4mks)
c) Describe the “gaps” in services marketing using the SERVQUAL model
(8mks)

Question THREE
The servicescape provides the ‘atmospherics’ that indicate quality of the service and enhance its delivery
process;
a) Describe the types of servicescapes in the marketing for services

(6mks)

b) Explain the role of physical evidence in service marketing

(8mks)
c) How can you position service offers for competitive advantage?

(6mks)

Question FOUR
a) Marketing for services involves an expansion of the 4P’s to the 7P’s of marketing. Explain the role
of ‘people’ and ‘processes’ in service production and delivery

(10mks)
b) Using the service marketing triangle, explain the players and the forms of marketing associated with
service production and consumption.

(10mks)

Page 2 of 2

Service Marketing Question Paper

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