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Marketing Of Services(Mktg 335) Question Paper

Marketing Of Services(Mktg 335) 

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2012



TIME: 2 HOURS
INSTRUCTIONS
Answer question one and any other questions.
Question One
Due to the unique characteristics of services, service marketing is more challenging as compared to tangible goods. Using examples, describe how these unique characteristics of services influence marketing activities of service firms.
(15 Marks)

Before making a decision to buy a services, consumers go through a decision making process. Describe this process, identifying challenges facing marketers at each stage.
(10 Marks)

Define internal marketing and describe its role in service marketing.
(5 Marks)

Question Two
Using examples, describe the various classification of services.
(10 Marks)

Using examples, describe the various service quality gaps, explaining how they can be avoided.
(10 Marks)

Question Three
Describe the "moment of truth" in service delivery.
(6 Marks)

Describe the role of "people" in service marketing.
(10 Marks)

Distinguish between technical quality and functional quality in service marketing.
(4 Marks)

Question Four
With reference to the hotel industry describe how a marketer can use service-scope to communicate quality.
(10 Marks)
Discuss the strategies used by marketers when pricing a service. (10 marks)
Question Five
Using examples, discuss the ways through which service companies create and maintain a long term relationship with the consumers. (20 Marks)




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