Marketing Of Services Question Paper

Marketing Of 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: FRIDAY, 11TH JANUARY 2008 TIME: 8.00A.M. – 10.00 A.M.
________________________________________________________________________
INSTRUCTIONS:

1.
The paper contains five questions.
2.
Attempt question One and any two other questions.
3.
Additional marks will be given for real life examples and clarity of issues.

1.
(a)
“There is no difference between real products and services”. Discuss. (10 marks)
(b)
Explain briefly why service marketing has grown tremendously in the recent past. (10 marks)
(c)
How can a firm within the insurance industry improve its customer care. (8 marks)

2.
(a)
Bring out the difference between the traditional marketing mix components (4Ps) and the extend mix (7 Ps) for the marketing of services. (11 marks)
(b)
How can the entangibility of services be dealt with by firms that sell banking services. (9 marks)

3.
You have been asked to give a lecture to marketing and sales staff of
Safaricom Ltd. on the topic “Dimensions of service quality of firms within
the communication industry in Kenya.” Explain what you will include in
your talk in reference to the company. (20 marks)

4.
Write brief notes on lack of the following:
(i)
Role and contents of marketing Research in relation to service firms. (12 marks)
(ii)
The impact of technology on service marketing. (8 marks)

5.
(a)
Explain the Adverting guidelines for forms within the service industry in Kenya. (14 marks)
(b)
Discuss the main service gaps within the public sector Ministries
in Kenya. (6 marks)

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