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Mktg 322:Services Marketing March 2010 Question Paper

Mktg 322:Services Marketing March 2010

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2010

KABARAK UNIVERSITY
UNIVERSITY EXAMINATIONS
2009/2010 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF
COMMERCE
COURSE CODE: MKTG 322

INSTRUCTIONS:
1. Answer question ONE and ANY OTHER TWO questions

QUESTION 1
a) A company’s offer to the market place often include some services either minor or major
of the total offer. Discuss FIVE categories of services. ( 10 marks)
b) Explain how the following facts can affect services and what markets can do, to improve
customer satisfaction.
(i) Customers involved in co-production. ( 5 marks)
(ii) People being part of the service expense. ( 5 marks)
c) Discuss the practices of services quality management. ( 10 marks)

QUESTION 2
a) Service personnel can be a source of customer loyalty and competitive advantages.
Discuss. (10 marks)
b) Explain the sources of service employee conflict. ( 10 marks)

QUESTION 3
a) Consumption of any type of product involves purchase and use. To develop effective
marketing strategies. It is important to understand how people make decisions about
buying and using services. Explain the pre-purchases stages of model of services
consumption. ( 10 marks)
b) You have been invited to give a lecture to service practioners on different perspectives of
service quality. Outline your key points and discuss. ( 10 marks)

QUESTION 4
a) As a marketing manager of service oriented organization, discuss how you would
develop Brand strategies for your company.
(10 marks)
b) Culture is learned, shared and transmitted from one generation to another; discuss the role
of culture in services. (10 marks)

Mktg 322:Services Marketing March 2010 Question Paper

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