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Service Marketing (Day) Question Paper

Service Marketing (Day)

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2011

UNIVERSITY EXAMINATIONS: 2010/2011
THIRD YEAR EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
CAM 314: SERVICE MARKETING (DAY)
DATE: AUGUST 2011 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
Question One – Compulsory
a) Describe the meaning of physical evidence concept as an element of the expanded marketing mix
and explain the strategy a firm can employ in establishing effective physical evidence.
[10 Marks]
b) Explain the factors that a service designer should consider when developing customer defined
service standards.
[10 Marks]
c) You own a famous restaurant situated along River road in Nairobi. Explain the type of pricing
strategies you can employ given your firms target market.
[10 Marks]
Question Two
a) Define the phrase service encounter and explain four factors that can lead to satisfaction or
dissatisfaction during a service encounter.
[10 Marks]
b) Describe the approaches a firm can use to manage service promises in order to achieve effective
integrated marketing communication
[10 Marks]
Question Three
The overriding goal of relationship marketing is to drive the customer up the ladder of relationship.
Discuss the approaches used by service firms in building relationship marketing.
[20 Marks]
Question Four
a) Service development is a process. Explain the stepwise adoption of service blue printing at the
service development stage.
[10 Marks]
b) The success of any service provider’s depends on their ability to appreciate customer needs and
supply them better than competitors. Discuss any five common practices that a service firm may
apply to effectively manage service quality.
[10 Marks]
Question Five
a) Describe the ideal level of service expectations identifying the specific sources of desired services.
[10 Marks]
b) Before a consumer chooses a service, the consumer goes through a mental evaluation process
seeking to choose a service that can be most satisfying. Discuss the quantum of qualities in the evaluation process.
[10 Marks]

Service Marketing (Day) Question Paper

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