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Marketing Of Services B(Mktg 335) Question Paper

Marketing Of Services B(Mktg 335)

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2012

TIME: 2HRS

INSTRUCTIONS: Answer Question ONE (Compulsory ) and ANY Other TWO Questions.

Question One
a) What is meant by the terms "primary". "facilitating" and "ancillary" in relation to the roles of people in service provision? (6marks)

b) Briefly explain meaning of the following service concepts:
i) The core service
ii) The expected service
iii) The augmented service (6marks)

c) List the six steps involved in setting up customers care programs.
(6marks)

d) Briefly discuss the FOUR key characteristics of services. (12marks)

Question Two
Discuss the impact of service problems on buyer behavior. (20marks)

Question Three
Discuss the concept of product life-cycle in relation to services and the marketing implications at each stage. (20marks)

Question Four
Briefly discuss any FIVE factors affecting a firm`s service pricing strategy.
(20marks)

Question Five
Discuss importance of positioning of services to a service firm. (20marks)

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