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Service Marketing Question Paper

Service Marketing

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2011

KABARAK
UNIVERSITY
UNIVERSITY EXAMINATIONS
2011/2012 ACADEMIC YEAR

FOR THE DEGREE OF BACHELOR OF COMMERCE

MKTG 322 – SERVICE MARKETING
DAY: TUESDAY

DATE: 13/12/2011
TIME: 9.00 A.M– 11.00 A.M.
STREAM: Y3S2

INSTRUCTIONS
Answer question ONE and ANY other TWO questions

Question one

a) Attempt a classification of services based on processes. Give examples (12 mks)
b) Describe the service marketing triangle as applied in marketing for services (8 mks)
c) Describe the main features that differentiate services from goods (10 mks)

Question two
a) Explain the role of physical evidence and servicescape in services organizations (10 mks)
b) Why do you think organizations prefer personal selling in promotion of services?
(10 mks)
Question three
a) As a marketing consultant, explain methods that you can use to position a service for
competitive advantage (6 mks)
b) Differentiate between consumer purchase decision process for services and goods
(6 mks)
c) Why do service consumers end up more dissatisfied than consumers of goods? (8 mks)

Question four
a) Discuss the problems associated with the use of intermediaries in service distribution
(6 mks)
b) Why do you consider the pricing of services a challenge to marketers? (6 mks)
c) Explain FOUR strategies that can be used to manage fluctuating levels in service
organizations (8 mks)

Question five
a) Discuss the importance of service sector to Kenya’s economic development (10 mks)
b) Describe the “gaps” in service marketing according to parasuraman’s SERVQUAL
model (10 mks)

Service Marketing Question Paper

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