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Service Marketing Question Paper

Service Marketing

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2010

UNIVERSITY EXAMINATIONS: 2009/2010
THIRD YEAR EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
CAM 314-M: SERVICE MARKETING
DATE: AUGUST 2010 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
a) Services possess unique characteristics that make them not only different from physical products,
but also require unique marketing strategies. Explain the implications of heterogeneity to the
marketing of services.
[10 Marks]
b) Describe the meaning of the phrase physical evidence as an element of the expanded marketing mix
and explain the strategy a firm can employ in establishing effective physical evidence.
[10 Marks]
c) The management of Bamburi Beach Hotel is indifferent of how to match demand to capacity. As
the service marketer in this organization you have been approached to offer strategic alternatives to
this issue. Explain the alternatives at the hotels disposal when faced with excess demand.
[10 Marks]
QUESTION TWO
a) You are the marketing manager of a famous shopping store in Kenyatta Avenue branded Enkerasha.
Explain the pricing strategies that you might employ given the type of clientele that patron your
shop [10 Marks]
2
b) Define the phrase service encounter and explain four factors that can lead to satisfaction or
dissatisfaction during a service encounter.
[10 Marks]
QUESTION THREE
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.
[20 MARKS]
QUESTION FOUR
The customer gap in service marketing is the negative variance between the customer’s expectation
and customer’s perception of the actual service delivery.
a) Outline the four other gaps that possibly result into the customer gap [5 Marks]
b) Briefly explain any two possible causes of each of the four gaps outlined in (a)above.
[15 Marks]
QUESTION FIVE
Effective service marketing believes in the cooperative role of both employees and customers to build
an impeccable service marketing programme and delivery. Explain the critical role of both employees
and customers under the following guidelines
a) Employee role in service delivery [10 Marks]
b) Customer role in service delivery [10 Marks]

Service Marketing Question Paper

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