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Mktg 322:Services Marketing December 2010 Question Paper

Mktg 322:Services Marketing December 2010

Course:Bachelor Of Business Management And Information Technology

Institution: Kabarak University question papers

Exam Year:2010

KABARAK UNIVERSITY
UNIVERSITY EXAMINATIONS
2010/2011 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF BUSINESS
MANAGEMENT AND INFORMATION TECHNOLOGY
COURSE CODE: MKTG 322

INSTRUCTIONS:
Answer question ONE and any other TWO questions

1.(a) Services have unique characteristics compared with physical goods, discuss these Unique
Characteristics. (8 marks)
(b) Using relevant examples explain the marketing mix used in marketing of services
(8 marks)
(c) Discuss the role of service personnel as a source of customer loyalty and competitive
advantage (6 marks)
(d) Service employees experience different forms of conflicts, discuss THREE main conflicts a
service employee is likely to experience and strategies service marketing Manager could use
to close the gap. (8 marks)

2. (a) You have been invited as marketing expert to address 2nd University students of Kambi ya
Moto International University. Discuss the difference between services and customer
service (6 marks)
(b) Culture plays a major role in services marketing discuss how culture affects a company’s
operation. (14 marks)

3. (a) Discuss FOUR broad categories in services, associated with customer behavior in service
Encounter. (12 marks)
(b) Jane a 4th year student wish to go for holiday after her University studies outside the
Country. Discuss decision process she is likely to go through to choose a holiday
(8 marks)

4. Marketing of service are very challenging compare to marketing of physical goods.
As service marketing specialist, prepare strategies of marketing of Kabarak University
and justify each strategy why you think it will work. (20 marks)

Mktg 322:Services Marketing December 2010 Question Paper

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