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Marketing Services Question Paper

Marketing Services 

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2008



KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2007/2008
INSTITUTE OF OPEN LEARNING

EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BBA 305: MARKETING OF SERVICES
DATE: TUESDAY, 8TH JULY 2008
TIME: 1.00 P.M. – 3.00 P.M.

INSTRUCTIONS: Question 1 is compulsory. Answer two (2) other questions.

1.
(a)
Discuss the components of a good marketing plan for services. (15 marks)
(b)
State and briefly explain the marketing mix you can use so as to be more effective when marketing services. (15 marks)

2.
Explain the importance of having good customer relations when dealing with marketing of services. (20 marks)

3.
As a marketer, why is it important for you to take marketing of services as an area of study?
(20 marks)

4.
(a)
Define the term “market segmentation”. (5 marks)
(b)
Explain the benefits of market segmentation when dealing with marketing of services. (15 marks)

5.
Define the following terms and explain their importance in marketing of services:
(a)
External marketing (7 marks)
(b)
Interactive marketing (7 marks)
(c)
Internal marketing (6 marks)




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