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Bma 5223: Marketing Of Services Question Paper

Bma 5223: Marketing Of Services

Course:Masters Of Business Administration

Institution: Dedan Kimathi University Of Technology question papers

Exam Year:2013

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DEDAN KIMATHI UNIVERSITY OF TECHNOLOGY
University Examinations 2012/2013
YEAR TWO SEMESTER I, YEAR ONE SEMESTER I & II EXAMINATION FOR THE MASTERS OF BUSINESS ADMINISTRATION
BMA 5223: MARKETING OF SERVICES
DATE: 16TH DECEMBER: 2012 TIME:10.00AM-1.00PM
INSTRUCTIONS: Answer question ONE and any other THREE questions.
QUESTION ONE
CASE STUDY: NUCT
In today’s competitive market environment, we are witnessing companies competing neck to neck. Institutions of higher learning have also joined the ploy. With proper investment in internal and external marketing strategies, the best institution can make a difference. You have recently been employed as the Marketing Manager at Nyeri University College of Technology (NUCT). In the first meeting with the top management of the University, you are informed that the University is faced by very stiff competition. You are also informed that the main reason for your being employed by the University was to design appropriate strategies that would help the University to operate competitively.
Required:
(a) Explain how NUCT can use the concept of ‘integrated marketing communication’ to reach its target market. [10 Marks]
(b) The concept of Service Triangle and its application to the marketing of services and customer retention. [10 marks]
(c) Identify and explain any five criteria that NUCT could use in evaluating service performance types of service quality in the University. [5 marks]
QUESTION TWO
(a) You have been asked to give a lecture to the marketing staff of Airtel Ltd. on the topic “Dimensions of service quality of firms within the communication industry in Kenya.” Explain what you will include in your talk in reference to the company. [20 marks]
(b) Highlighting any five advantages of giving quality services. [5 marks]
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QUESTION THREE
(a) “Technology has evened quality. Hardware is all the same. The difference is how you treat customers.” Discuss the impact of innovation and technology in service quality and delivery.
[10 marks]
(b) Briefly discuss any five challenges facing the marketing of services. [15 Marks]
QUESTION FOUR
(a) Analyze the potential shortfalls in a service organization that may cause service failures (or service gaps) [10 marks]
(b) Discuss the steps that may be used to close service quality gaps [10 marks]
(c) Briefly explain how service firms can achieve service quality. [5 marks]
QUESTION FIVE
(a) Briefly discuss any five factors influencing pricing in the service sector. [10 marks]
(b) An understanding of consumer behavior is crucial in developing marketing strategies. Evaluate the relevance of consumer adoption model in consumer behavior for services marketing. [15 marks]
QUESTION SIX
(a) Comment on how the three elements of the extended marketing mix could be developed for a bank. [15 marks]
(b) Maslow’s theory of motivation postulates five general types of needs. Define these needs and explain with examples how their economic importance can be exploited by a service marketing manager. [10 marks]

Bma 5223: Marketing Of Services Question Paper

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