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Service Marketing Question Paper

Service Marketing 

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2009



KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2009/2010
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
BBA 305:
SERVICE MARKETING

DATE: Monday, 21st December, 2009

TIME: 11.00 a.m. – 1.00 p.m.
------------------------------------------------------------------------------------------------------------
INSTRUCTIONS:
Attempt question ONE in addition attempt THREE other questions.
Q.1
Write briefly about the following terms as they apply to the marketing of services:
a)
Inseparability
(5
marks)

b)
Perishability





(5 marks)
c)
Service
encounter
(5
marks)
d)
Gap
analysis
(5
marks)
e)
Intangibility
(5
marks)
.2
Explain how a marketer can adapt the marketing concept of product, price, place
and
promotion
to
a
service
(15
marks)
Q.3
According to Philip Kotler services cannot be stockpiled. What is your position
and
why?
(15
marks)
Q.4
What are the basic differences between goods and services?
(15 marks)

Q.5
Why is it important to differentiate between consumer and business products?










(15 marks)
Q.6
Discuss how intangibility of service creates difficulties in the marketing of credit
cards
by
banks. (15
marks)














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