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Service Marketing (Sunday) Question Paper

Service Marketing (Sunday)

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2010

UNIVERSITY EXAMINATIONS: 2009/2010
THIRD YEAR STAGE 2 EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
CAM 314: SERVICE MARKETING (SUNDAY)
DATE: APRIL 2010 TIME: 2 HOURS
INSTRUCTIONS: Answer Question ONE and Any other TWO Questions
QUESTION ONE
Your brother has been working as a manager for a large company manufacturing cooking fats.
However, last month he got a new job as a marketing manager for a service business. He has consulted
you wanting to know whether there are special things that he ought to know about services.
a. Outline to your brother the key differences between the service product and the cooking
fats. (10 Marks)
b. What do these differences mean when making decisions on pricing, promotion &
distribution of the service? (10 Marks)
c. Discuss with him the three P’s of marketing that are specific to service business and on
which he must focus special attention. (10 Marks)
QUESTION TWO
Using examples explain what you understand by the term ‘service quality’ and discuss factors
consumers may use in evaluating the quality of a service. (20 Marks)
2
QUESTION THREE
a. What is the service promotional role played by employees both in the back office and in the front
office? (10 Marks)
b. Compare and contrast the three types of marketing as represented by the triangle of service
marketing. (10 Marks)
QUESTION FOUR
a. Service research plays an important role to service players and is recognized as a vehicle for
progress. Identify & explain the significance of service research information (10 Marks)
b. Explain the possible levels of customer expectation, identifying the specific sources of desired
services. (10 Marks)
QUESTION FIVE
a. Unlike tangible goods, services distribution is a big challenge in the service sector. Discuss the
indirect service distribution channels citing key advantages of each. (10 Marks)
b. Describe the meaning of the phrase “physical evidence” as an element of the expanded marketing
mix and explain the strategies a firm can employ in establishing effective physical evidence.
( 10 Marks)

Service Marketing (Sunday) Question Paper

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