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Marketing Of Service(Mktg 335) Question Paper

Marketing Of Service(Mktg 335)

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2012

TIME: 2 HOURS
INSTRUCTIONS:
Answer question ONE and any other TWO.
Question One
FLY 400
On July 2000, the first fly 400 airways flight took of from Bombay for new flight took off from Bombay for new Delti India. It had almost 100% occupancy during the 50 minute flight, the passenger were only served drinks, but were also treated to food from a five star hotel followed by hot beverages. All this served by smiling, courteous and alternative young stewardesses who showed that they cared and respected passengers.
The flight landed at the new Delti airport following which passengers found their baggage on the conveyor belt on entering the terminal. At that time this was unheard in the history of the Indian civil aviation industry where the passenger was often considered the last prioriting. Today private and public sector airlines are trying to outreach other in proving quality service.
Required.
In evaluating the quality of the airline services, what dimensions should the airline consider?
(10mks)
Fly 400 has embraced technological charges. Explain ways in which fly 400 can minimize the problems of inseparability, perishability, variability using e-service.
(10mks)
What strategies should the airline use to manage customer defection?
(10mks)
Question Two
Describe how the unique service of intangibility, inseparability, heterogeneity and pershability apply to your educational experience in your services marketing clan. (20mks)

Question Three
Explain the five bases of service classification. Give practical examples.
(10mks)
Using examples discuss the use of employee’s uniforms as physical evidence.
(10mks)

Question Four
Service matters need to understand the thought processes used consumers. In reference to the segmental model of decision making. Describe the consumer decision making process in services marketing.
(15mks)
Briefly explain the concept of usual pathways.
(5mks)

Question Five
The unique characteristics of services have an impact on most of the marketing activities including promotion or marketing communication. Explain guidelines for developing services communication profran. (10mks)
Explain the seven elements of marketing mix.
(10mks)

Marketing Of Service(Mktg 335) Question Paper

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