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Marketing Of Services Question Paper

Marketing Of Services

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2009

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2009/2010
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE

BBA 305:
MARKETING OF SERVICES

DATE: Thursday, 3rd December, 2009

TIME: 2.00 p.m. – 4.00 p.m.
------------------------------------------------------------------------------------------------------------
INSTRUCTIONS:
1.
The paper contains FIVE questions.
2. Attempt
question
ONE and any other TWO questions.
QUESTION 1
a)
“A company is as good as its management thinking”. Describe the relevance of
marketing management orientations to the 21st Century service industry?

(15 marks)
b)
“The choice facing those who manage non-for-profit organizations is not whether
to market or not to market, for no organization can avoid marketing. The choice
is whether to do it well or poorly, and on this necessity the case for organizational
marketing is basically founded.” Discuss this statement in the light of the role of
the
extended
marketing
mix
elements. (15
marks)

QUESTION 2
Maslow’s theory of motivation postulates five general types of needs. Define these
needs and explain with examples how their economic importance can be exploited by a
service
marketing
manager.
(20
marks)

Page 1 of 2

QUESTION 3
a)
An understanding of consumer decision marking process is crucial in developing
marketing strategies. Evaluate the relevance of consumer adoption model in
consumer behaviour for services marketing.

(15 marks)

b)
Identify and explain any FIVE criteria of evaluating service performance types of
service
quality. (5
marks)

QUESTION 4
a)
Customer service and care are integral components of Customer Relationship
Management. Explain the relevance of these strategies in an organization
(industry)
of
your
choice.
(10
marks)
b)
Compare and contrast Transactional Marketing and Relationship Marketing
concepts?

(10 marks)

QUESTION 5
a)
“Technology has evened quality. Hardware is all the same. The difference is
how you treat customers.”
Discuss the impact of innovation and technology in service quality and delivery.

(10 marks)
b)
Consumer sovereignty is the myth of the contemporary market place. Discuss
the role of this concept in the development of a realistic consumerist philosophy.

(10 marks)

QUESTION 6
a)
Stakeholder theory does not prescribe answers to all marketing problems; in what
ways might it be useful to marketers in the public sector organizations?

(10 marks)
b)
How can an organization create value for its stakeholders?
(10 marks)

Page 2 of 2

Marketing Of Services Question Paper

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