Marketing Of Services Question Paper

Marketing Of Services

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2010

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2009/2010
OPEN, DISTANCE AND E-LEARNING EXAMINATION FOR THE DEGREE
OF BACHELOR OF COMMERCE
BBA 305: MARKETING OF SERVICES
DATE: Thursday 22nd July, 2010

TIME: 8.00.a.m-10.00 a.m

INSTRUCTIONS:
? Question ONE is COMPULSORY
? Answer any other TWO questions.
QUESTION ONE ( 30 MARKS COMPULSORY)
a)
Explain the practical approaches, which organizations should consider to improve the standards of customer care and customer stratification in hotels. [ 10 marks]
b)
Comment on how the three elements of the extended marketing mix, relating specifically to people, purpose and physical evidence, could be developed for a bank. [ 15 marks]
c)
Highlighting any five advantages of giving quality services. [ 5 marks]

QUESTION TWO
Using a diagram, discuss the service gaps according to Parasuraman. [ 20 marks]

QUESTION THREE
a)
Discuss the processes an individual would follow when buying a service. [10 marks]
b)
Briefly discuss any five factors influencing pricing in the service sector. [ 10 marks]

QUESTION FOUR
a)
Briefly describe, with relevant examples, any four dimensions of services. [ 12 marks]
b)
Briefly discuss any four challenges facing the marketing of services.[ 8 marks]

QUESTION FIVE
a)
Banks today are faced by very stiff competition. Discuss any five strategies that can be employed by banks to retain their customers. [ 10 marks]
b)
Using examples, discuss any five strategies that a service firm would undertake to ensure internal marketing.

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