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Mktg 322:Services Marketing December 2009 Question Paper

Mktg 322:Services Marketing December 2009

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2009

KABARAK UNIVERSITY
UNIVERSITY EXAMINATIONS
2009/2010 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
COURSE CODE: MKTG 322

Answer question ONE and any other TWO questions
QUESTION ONE
a) Discuss the distinctive characteristics of services. (7mks)
b) As a marketing consultant discuss the strategies of managing the intangibility of
element of services. (8mks)
c) Discuss the expanded marketing mix of services and give relevant examples. (7mks)
d) Lyon ICT Company Ltd operating in East Africa offering a range of ICT services to
Airlines and exporting companies are carrying out consumer behaviour survey of
their services encounter. Discuss FOUR broad categories of services the consumer are
likely to encounter. (8mks)

QUESTION TWO
a) Service Quality has different definitions and interpretations to different people.
Discuss the different perspectives of service quality. (10mks)
b) Discuss the SERVQUAL dimensions of improving service quality. (10mks)

QUESTION THREE
a) As a Service Marketing expert you have been invited by Kenya Model University
marketing students to discuss the role of culture in services. Give an outline and
discuss six key elements of culture. (12mks)
b) Discuss three stages model of service consumption. (8mks)

QUESTION FOUR
a) Explain the components of customer expectation of a service. (10mks)
b) Discuss the strategies for closing the gap in the employee role in service delivery.
(10mks)

Mktg 322:Services Marketing December 2009 Question Paper

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