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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:2013

TIME: 2 HOURS

INSTRUCTIONS: Answer Question One and any Other TWO Questions
Question One
a) Giving relevant examples of service providers, explain the concept of service scape. (10marks)
b) Kenya is one of the African countries that exports International services. Giving examples of the International services explain reasons why international trade in such services has rapidly grown. (10marks)
c) Explain the types of service gaps in the service quality process.
(10marks)

Question Two
a) Bench marking involves comparing your service company`s performance with those of other companies believed to be better especially market leaders. Explain the types of benchmarking that can be used in the service industry and give a relevant example in each type. (10marks)
b) What are the factors that affect the development of marketing of service?
(10marks)

Question Three
a) Describe ’process’ in relation to service marketing. (2marks)
b) Highlight the specific characteristics of service process design. (8marks)
c) Briefly explain the types of research that marketers use to understand customer expectations. (10marks)

Question Four
a) How does service processes affect international market entry in the various categories of services? (10marks)
b) Highlight the factors that determine the actual price of services.
(10marks)

Question Five
Explain how a marketing manager working with a five star luxurious hotel can manage the challenges caused by service characteristics in order to maximize revenue. (20marks)

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