Service Marketing Question Paper
Service Marketing
Course:Bachelor Of Commerce
Institution: Kabarak University question papers
Exam Year:2012
KABARAK
UNIVERSITY
UNIVERSITY EXAMINATIONS
2011/2012 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
MKTG 322 – SERVICE MARKETING
DAY: WEDNESDAY
DATE: 11/04/2012
TIME: 3.00 – 5.00 P.M.
STREAM Y3S2
INSTRUCTIONS:
ANSWER QUESTION ONE AND ANY OTHER TWO QUESTIONS
QUESTION ONE
The distinctive characteristics of services pose challenges to service marketers in its production and
delivery process. In view of this statement;
a) Explain the main characteristics of services that differentiate from physical goods (8mks)
b) Attempt a classification of services based on processes
(6mks)
c) Examine the strategies by Kenya Tourist Board (KTB) in promoting local tourism (6mks)
d) Discuss the factors influencing the development of service marketing
(10mks)
QUESTION TWO
Service marketing involves the participation of various players to ensure delivery of value to service
customers as suggested by service marketing triangle;
a) Explain the forms of marketing suggested by the model
(6mks)
b) Discuss the role of technology in the model
(6mks)
c) The model suggests training for service providers. Explain
(8mks)
QUESTION THREE
Consumer buying process for services is more elaborate than for physical goods;
a) Describe the consumer buying process for services, showing the major stages
(10mks)
b) Why do you think service customers are more loyal?
(4mks)
c) Explain the factors that influence consumer expectations of a service
(6mks)
QUESTION FOUR
Using Parasuraman’s SERVQUAL model;
a) Explain the “gaps” in service marketing
(6mks)
b) Suggest the methods or strategies to reduce the gaps
(6mks)
c) Identify and explain the factors influencing service quality
(8mks)
QUESTION FIVE
You have been hired as a manager for a new company in the service sector. You are required to undertake
4Ps decisions;
a) Why are the likely challenges you will face in setting up the price?
(8mks)
b) Explain the alternatives available in deciding the channel of distribution
(4mks)
c) Giving reasons, describe the promotional tools that you are likely to use
(8mks)
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