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Mktg 322:Marketing Of Services March 2009 Question Paper

Mktg 322:Marketing Of Services March 2009

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2009

KABARAK UNIVERSITY EXAMINATIONS
2008/2009 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
COURSE CODE: MKTG 322

QUESTION ONE
a) Explain the various gaps that occur in the services marketing and the
corresponding strategies for closing up the gaps. (10mks)
b) Select an organization of your choice and explain how the expanded marketing
mix could be used to effectively market the organization’s offerings.
(10mks)
c) Discuss the role of service differentiation in the success of marketing a service.
(10mks)

QUESTION TWO
a) Explain the different ways in which the service experience could be viewed.
(10mks)
b) Time and season discounts are common promotional strategies in a range of
service organizations. Identify five such services and explain the relevance of the
discounts offered. (10mks)

QUESTION THREE
a) Price and quality play an important role in positioning of service offerings but
these are generally too simplistic as criteria for positioning. Discuss other
alternative positioning strategies.
(10mks)
b) The time taken to access services from service organizations is critical in building
an organizations image as well as competitiveness. Discuss the possible causes to
long waiting and measures that could be employed to minimize the waiting time.
(10mks)

QUESTION FOUR
a) Analyze the marketing implications of the unique characteristics for services
marketing. (10mks)
b) Using relevant examples, explain how quality of a service could be evaluated.
(10mks)

QUESTION FIVE
a) You have been approached by a service organization that is experiencing
problems with distribution of its services. Advice the organization on how to go
about solving the problem. (10mks)
b) Effective segmentation is fundamental in designing a competitive marketing
strategy for a service organization. Discuss. (10mks)

Mktg 322:Marketing Of Services March 2009 Question Paper

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