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Marketing Of Services (Mktg 333) Question Paper
Marketing Of Services (Mktg 333)
Course:Business Administration
Institution: Kenya Methodist University question papers
Exam Year:2010
TIME : 2 HOURS
INSTRUCTIONS Answer Question ONE and any Other TWO Questions
Question 1
You have formed a group with your friends to start a new gym in Mombasa town. Your friends know you are undertaking a degree in B.A. specializing in marketing and they feel they can benefit from your invaluable knowledge and have asked you to advice them since majority have not done business before. Prepare a comprehensive report to the group, clearly explain to them the following:
a) What are the implications of the service marketing triangle on the (6 Marks)
b) The unique characteristics of their service and the challenges these characteristics pose (8 Marks)
c) The marketing mix for their services (8 Marks)
d) How they can communicate their services to the target customers. (8 Marks)
Question 2
a) Outline various gaps that can exist in services quality. What are your prescriptions to reduce such gaps? (10Marks)
b) What is green marketing? With the use of examples explain how firms are applying it. (5 marks)
c) Write short notes on the following areas:
i) Service differentiation and positioning (3 marks)
ii) Customer Retention (2 marks)
Question 3
a) Why do customers switch service providers? Suggest ways you can use as a marketer to prevent the customers from switching. Justify your suggestions. (10 marks)
b) Discuss the service purchase decision process explaining what a marketer can do at each of the various stages to encourage purchase (10marks)
Question 4
Your friend is interested in establishing a new gymnasium and is in need of your advice.
a) Advise him on the factors to consider when selecting his business location (10 Marks)
b) What are the possible pricing strategies that he can use? (10 Marks)
Question 5
Read the case and answer all the questions.
Premier Courier Ltd.
Premier Courier Ltd. (PCL) is an innovative overnight delivery company that helped change the way companies do business. It was the first company to offer an overnight delivery system, but the company markets more than just a delivery service. What PCL really sells is on-time reliability. The company markets risk reduction and provides the confidence that people shipping packages will be “Absolutely, positively, certain their packages will be there by 10.30 in the morning.” In fact, PCL sells even more than reliable delivery. It designs tracking and inventory management systems for many large companies. In other words, it customers buy more than just delivery service they buy a solution to their distribution problems. For example, a warehouse designed and operated by PCL is part of the distribution centre for a very large computer firm. In other organizations, customers can place an order for inventory as late as midnight, and the marketer, because of PCL has positioned itself as a company with a service that solves its customers’ problems.
a) What is PCL’s product? What are the tangible and intangible elements of service product?
b) What are the elements of service quality for a delivery service like PCL?
c) In what way does technology influence PCL’s service quality? (20 marks)
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