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Bma 5223: Marketing Of Services 2 Question Paper

Bma 5223: Marketing Of Services 2

Course:Masters In Business Administration

Institution: Dedan Kimathi University Of Technology question papers

Exam Year:1

DEDAN KIMATHI UNIVERSITY OF TECHNOLOGY
UNIVERSITY EXAMINATIONS 2013/2014
EXAMINATION FOR THE MASTERS IN BUSINESS ADMINISTRATION
CONTINUOUS ASSESSMENT TEST III
BMA 5223: MARKETING OF SERVICES

INSTRUCTIONS: Answer ALL questions

QUESTION ONE

Using real life examples from the Kenyan setting, critically discuss the statement that “service
businesses are not any different from manufacturing ones”. [20 Marks]

QUESTION TWO

a) Unlike tangible goods, Service distribution is a big challenge in the service sector. Discuss the
indirect service distribution channels citing key advantages of each. [10 Marks]

(b) Using practical examples derived from the market place, discuss the services buying process
[10 Marks]

QUESTION THREE

(a). What is the service promotional role played by employees both in the back office and in the front office? [10 Marks]

(b). Compare and contrast the three types of marketing as represented by the triangle of service
marketing. [10 Marks]

QUESTION THREE

Satisfaction is the customer evaluation of a service in terms of weather that service has met the customers need and expectations.

(a) What are the parameters for judging services performance? [10 Marks]

QUESTION FOUR

(a) Using examples explain what you understand by the term ‘service quality’ and discuss factors
consumers may use in evaluating the quality of a service. [20 Marks]

(b) Customer service and care are integral components of Customer Relationship Management. Explain the relevance of these strategies in an organization (industry) of your choice. [10 Marks]

Bma 5223: Marketing Of Services 2 Question Paper

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