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Hbm 2404: Service Marketing Question Paper

Hbm 2404: Service Marketing

Course:Bachelor Of Commerce

Institution: Kirinyaga University question papers

Exam Year:2017

KIRINYAGA UNIVERSITY
UNIVERSITY EXAMINATION 2016/2017
YEAR 4 SEMESTER 11 EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE (MARKETING OPTION)
HBM 2404: SERVICE MARKETING

INSTRUCTION
Answer question one [compulsory] and any other two questions

QUESTION ONE (30MARKS)
a)Discuss the five factors that are transforming the service sector landscape 10mks
b)Explain why time is so important to services 3mks
c)Briefly, discuss why services tend to be harder for customers to evaluate than goods 4mks
d)In your opinion, what would be the causes of failure of new services 4mks
e)What is so distinctive about service marketing that it requires a special approach set of concepts and body of knowledge unlike product marketing 6mks
f)Explain how the development of self-service technologies has affected service marketing strategy 3mks

QUESTION TWO
a.Explain the eight petals of flower of service concept 16mks
b.Highlight four ways through which frontline employees can be effectively motivated to deliver service excellence and productivity 4mks

QUESTION THREE
a)“The 4Ps are all a marketing manager needs to create a marketing strategy for a service business”Discuss. 10mks
b)For a service business to succeed, it must get it right in human resource management.Discuss 10mks

QUESTION FOUR
a.Explain the three-stage model of service consumption 12mks
b.Good service environment (also known as service Cape) is a key success factor that cannot be ignored by investors in the service environment.Discuss the function of service cape. 8mks

QUESTION FIVE
a)Discuss the principal industries that make up the service sector 14mks
b)The service industry has shown tremendous growth during the last ten years.Explain the share of the service sector in the world economy 6mks

Hbm 2404: Service Marketing Question Paper

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