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Marketing Of Services (Mktg 335) Question Paper

Marketing Of Services (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 Questions.
Question One (30 Marks)
Outline FIVE classifications of services.
(5 Marks)

Assume you are working for a service firm in the Research and Development department, you are expected to carry out a research on customer expectation. List FIVE methods appropriate for collecting data for such a research.
(5 Marks)
Giving examples of international services exported by Kenya, explain five reasons why international trade in such services has rapidly grown.
(10 Marks)
Physical evidence being one of the tangible marketing mix, is used by customers to judge the quality of services. Explain any FIVE examples of its elements.
(10 Marks)

Question Two
Explain how a marketing manager working with Kenya Airways can manage the challenges caused by service characteristics in order to maximize revenue. (20 Marks)

Question Three
Outline FIVE promotion tools which can be adopted to promote a service.
(5 Marks)
Service consumer behavior can be influenced by past experiences or perceptions. Using your marketing knowledge, describe the consumer decision making process.
(15 Marks)

Question Four
The service quality gap is the difference between, customer expectation and their perception. Explain any FOUR types of service gaps that makes up the service quality gap. (20 Marks)

Question Five
Using relevant examples describe the;
Consumer decision making process in the purchase of services.
(10 Marks)

Physical evidence such as staff uniforms, facilitates socialization of employees towards accepting organizational goals and it affects consumer behavior". What role does the use of staff uniform play?
(10 Marks)

Marketing Of Services (Mktg 335) Question Paper

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