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Service Marketing Question Paper

Service Marketing

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2010

UNIVERSITY EXAMINATIONS: 2010/2011
FIRST YEAR EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
CAM 314: SERVICE MARKETING
DATE: DECEMBER 2010 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
a) Define Service Marketing. (2 Marks)
b) Identify and explain the characteristics of a service. (7 Marks)
c) Briefly explain the challenges of service marketing. (5 Marks)
d) Give five reasons that have lead to the growth of the service sector in the Kenyan market.
(5 Marks)
e) What types of services are required in the service sector currently? List six of them. (6 Marks)
f) There are many factors that leads into service failure, briefly explain the factors that can lead to
failure of the development of a new Service product. (5 Marks)
QUESTION TWO
a) Discuss the critical differences between products and services (14 Marks)
b) Service characteristics have a number of implications. List six of such implications. (6 Marks)
2
QUESTION THREE
a) Write short notes on the following marketing mix.
i. People.
ii. Physical evidence
iii. Process
iv. Physical distribution (12 Marks)
b) Explain the terminology “service scapes” and what it entails. (8 Marks)
QUESTION FOUR
a) Customer care has been recognized as a critical factor in the success of any enterprise. Highlight the
importance of customer care in the service industry (5 Marks)
b) Product is one of the marketing mixes in service marketing. In light of this, briefly discuss the levels
at which a service marketer would have to analyze in his marketing. (10 Marks)
c) c) Briefly discuss how you can go about pricing of the service product. (5 Marks)
QUESTION FIVE
a) Communications can be viewed as the transmission of information. Discuss the
b) Purpose of effective communicating in Service organizations. (5 Marks)
c) Branding is a key business strategy in Kenya today. With reference to an organization of your
choice, discuss the benefits of branding. (10 Marks)
d) What are the components of a service marketing plan? (5 marks)

Service Marketing Question Paper

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