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Marketing Of Services(Mktg 334) Question Paper

Marketing Of Services(Mktg 334)

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2012

TIME: 2 HOURS
Instructions: Answer Question ONE and any other TWO Questions.
Question One
Define the term service quality and describe how it is determined.
(5 Marks)
Differentiate between Technical quality and Functional Quality.
(5 Marks)
Service quality process can be analyzed by identifying possible gaps in service delivery. Using examples, identify the FIVE service gaps.
(10 Marks)
Discuss the unique characteristics of service and show the challenges these characteristics pose to a marketer.
(10 Marks)

Question Two
What has been the impact of the emergence of internet in promotion of services.
(6 Marks)
Discuss factors favouring the increase of international trade of services.
(14 Marks)

Question Three
What do you understand by the term price discrimination in relation to service marketing.
(5 Marks)

Discuss the various bases of price discrimination that can be used by service provider.
(15 Marks)

Question Four
Define the classification of services and explain the usefulness of each framework to managers.
(10 Marks)

Pick a service firm of your choice and examine its use of IT in service delivery.
(10 Marks)

Question Five
Identify the circumstances under which it is appropriate to reposition the existing service offering.
(10 Marks)
Clarify the difference between high contact and low contact service and explain how customer experiences differ in the to incidents.
(10 Marks)

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