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Marketing Of Services Question Paper

Marketing Of Services

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2007

KENY ATTA UNIVERSITY
UNIVERSITY
EXAMINATIONS
2007/2008
FIRST SEMESTER EXAMINATION
FOR THE DEGREE OF BACHELOR
OF COMMERCE
BBA 305: MARKETING
OF SERVICES
DATE: Monday 3rd December 2007
TIME: 11.00 a.m. - 1.00 p.m.
INSTRUCTIONS:
Answer question ONE and any other TWO questions.
1.
(a)
Discuss the characteristics of services and clearly show the marketing
implications of these characteristics.
[15 marks]
(b)
Analyze the determinants of service quality.
[7 marks]
(c)
Briefly explain how service firms can achieve service quality.
[8 marks]
2.
(a)
Distinguish between relationship marketing and transactional
~ "-
marketing.
[12 marks]
(b)
.
Explain the relevance of internal marketing in the service firm context.
.I
~
[8 marks]
3.
(a)
Analyze the potential shortfalls in a service organization that may
cause service failures (or service gaps)
[10 marks]
(b)
Discuss the steps that may be used to close service quality gaps
[10 marks]
4.
(a)
Explain the importance of the stages of service customer buying
behaviour.
[10 marks]
(b)
Discuss the process of conducting a service audit.
[10 marks]
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