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Cmk 313: Marketing Of Services Question Paper

Cmk 313: Marketing Of Services

Course:Bachelor Of Commerce

Institution: Catholic University Of Eastern Africa question papers

Exam Year:2004

THE CATHOLIC UNIVERSITY OF EASTERN AFRICA
A. M. E. C. E. A
MAIN EXAMINATION
1st TRIMESTER 2004/2005
FACULTY OF COMMERCE
DEPARTMENT OF MARKETING AND MANAGEMENT
CMK 313: MARKETING OF SERVICES

Duration 3 hrs
Instructions: Answer Questions ONE and any other FOUR questions.
Q1. Explain the defining features of marketing strategy in the case of Hotel intercontinental as compared to Bayer pharmaceuticals. (22 marks)
Q2. The term product usually refers to both goods and services; explain the principle difference between these two forms of products (12 marks)
Q3. Using the classical product-service continuum, show at least four types of businesses witnessed in the emerging global service economy. Be sure to explain the core and peripheral product features for each case. (12 marks)
Q4. The metro shuttle public transport company is concerned with the unique travel patterns exhibited by local commuters in Nairobi. It has become increasingly difficult to manage its operating schedule. You are required to offer your professional advice to the management. (12 marks)
Q5. With reference to the operations of a commercial bank, illustrate your understanding of services packaging. (12 marks)
Q6. There is growing controversy as to whether the classical marketing mix proposed by MC Kathy can really accommodate the service mix, a concept taking stage in modern marketing literature. What is your opinion. (12 marks)
*END*

Cmk 313: Marketing Of Services Question Paper

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