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Service Marketing Question Paper

Service Marketing

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2012

KABARAK
UNIVERSITY
UNIVERSITY EXAMINATIONS
2011/2012 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
MKTG 322 – SERVICE MARKETING
DAY: WEDNESDAY

DATE: 11/04/2012
TIME: 3.00 – 5.00 P.M.

STREAM Y3S2

INSTRUCTIONS:

ANSWER QUESTION ONE AND ANY OTHER TWO QUESTIONS

QUESTION ONE

The distinctive characteristics of services pose challenges to service marketers in its production and
delivery process. In view of this statement;
a) Explain the main characteristics of services that differentiate from physical goods (8mks)
b) Attempt a classification of services based on processes

(6mks)
c) Examine the strategies by Kenya Tourist Board (KTB) in promoting local tourism (6mks)
d) Discuss the factors influencing the development of service marketing

(10mks)

QUESTION TWO

Service marketing involves the participation of various players to ensure delivery of value to service
customers as suggested by service marketing triangle;
a) Explain the forms of marketing suggested by the model

(6mks)
b) Discuss the role of technology in the model

(6mks)
c) The model suggests training for service providers. Explain

(8mks)

QUESTION THREE

Consumer buying process for services is more elaborate than for physical goods;
a) Describe the consumer buying process for services, showing the major stages
(10mks)
b) Why do you think service customers are more loyal?

(4mks)
c) Explain the factors that influence consumer expectations of a service

(6mks)

QUESTION FOUR

Using Parasuraman’s SERVQUAL model;
a) Explain the “gaps” in service marketing

(6mks)
b) Suggest the methods or strategies to reduce the gaps

(6mks)
c) Identify and explain the factors influencing service quality

(8mks)

QUESTION FIVE

You have been hired as a manager for a new company in the service sector. You are required to undertake
4Ps decisions;
a) Why are the likely challenges you will face in setting up the price?

(8mks)
b) Explain the alternatives available in deciding the channel of distribution
(4mks)
c) Giving reasons, describe the promotional tools that you are likely to use
(8mks)

Service Marketing Question Paper

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