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Marketing Of Services Question Paper

Marketing Of Services 

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2010



KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009
INSTITUTE OF OPEN LEARNING
EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BBA 305:
MARKETING OF SERVICES
=================================================================
DATE: TUESDAY 16TH FEBRUARY 2010
TIME: 2.00 P.M. – 4.00 P.M.

INSTRUCTIONS
Answer Question ONE and any other three questions.

Q.1
Discuss the unique characteristics of Services and the challenges they present to marketers. (30 marks)

Q.2
Describe the appropriate set of marketing mix factors of services. (20 marks)

Q.3
Discuss the concept of Relationship Marketing and its implications for service marketing. (20 marks)

Q.4
Explain the concept of Internal Marketing and identify its contributions towards service marketing. (20 marks)

Q.5
Discuss the appropriate set of strategies used for customer retention in organizations.(20 marks)




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