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Marketing Of Services(Mktg 333) Ii Question Paper

Marketing Of Services(Mktg 333) Ii

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2011

TIME : 2 HOURS
INSTRUCTIONS Answer Question ONE and any Other TWO Questions

Question 1
a) Define the classifications of services and explain the usefulness of each framework to managers (10marks)
b) To what extent do you consider the marketing mix appropriate for the service sector (10marks)
c) What are the main reasons for the growing share of the service sector in all major economies (10marks)

Question 2
a) Pick a service firm of your choice and examine its use of IT in service delivery (10marks)
b) What tools are available for aiding the understanding of customers responses and guide improvement of service environment (10marks)

Question 3
a) Which elements of the marketing mix would you use for a newly established salon facing declining patronage due to competition. (10marks)
b) Explain the role of auxiliary and supplementary services and how it can be applied to goods as well as services. (10marks)

Question 4
a) Choose a service company with which you are familiar with and show how each of the integrated service marketing applies (10marks)
b) What actions could a bank take to encourage customers to bank by phone, mail, internet or ATMs rather than visiting the branch office (10marks)

Question 5
a) Identify the circumstances under which it is appropriate to reposition the existing service offering (10marks)
b) Clarify the difference between high contact and low contact service and explain how customer experience differ in the two incidents (10marks)

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