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Mktg 322:Marketing Of Services December 2008 Question Paper

Mktg 322:Marketing Of Services December 2008

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2008

KABARAK UNIVERSITY EXAMINATIONS
2008/2009 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
COURSE CODE: MKTG 322

INSTRUCTIONS:
1. Answer question ONE and any other TWO questions

1 (a) Discuss the pricing methods for service firms (10 marks)
(b) Choose a service organization and explain how the expanded marketing
mix can be effectively used to gain competitive advantage (6 marks)
(c) Discuss the similarities and differences in the purchase decision process
for products and services. (10 marks)
(d) Explain using relevant examples the channel alternatives that service
organizations can employ in distributing their services. (4 marks)

2 (a) Various educational institutions are increasingly using advertising to
promote their brands. What are the merits and limitations of these
methods? (10 marks)
(b) Time and Season discounts are common promotional strategies in a range
of services. Identify five such services and explain the relevance for these
discounts (10 marks)

3 (a) With reference to a specific service offering, of Your choice explain the
features you would use to differentiate the service and the requirements of
a successful service differentiation. (10 marks)
(b) Discuss the gaps model of service quality and the implications of each gap
to the services marketing. (10 marks)

4 (a) You have been appointed a marketing manager of a private chartered
university. Your first task is to come up with strategies of effective
marketing of the University. How will you carry out this task?
(10 marks)
(b) Service segmentation plays a pivotal role in the marketing of both profit
and non profit organizations. Discuss (6 marks)

(c) Insurance services have been classified as unsought services. Explain the
strategies that an insurance firm would employ in reaching out to its
customers. (4 marks)

Mktg 322:Marketing Of Services December 2008 Question Paper

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