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Cmk 313: Marketing Services Question Paper

Cmk 313: Marketing Services

Course:Bachelor Of Commerce

Institution: Catholic University Of Eastern Africa question papers

Exam Year:2014

THE CATHOLIC UNIVERSITY OF EASTERN AFRICA
A. M. E. C. E. A
MAIN EXAMINATION
MAY-JULY 2014 TRIMESTER
FACULTY OF COMMERCE
DEPARTMENT OF MARKETING AND MANAGEMENT
CMK 313: MARKETING SERVICES
Duration 2 hrs
Instructions: Answer Questions ONE and any other TWO questions.
Q1.
a) Discuss the reasons contributing to the service sector growing rapidly (15 marks)
b) It is important to deliver service to a customer at a convenient place and time for them to be able to consume it. Explain the factors that are encouraging service companies to operate at extended opening hours. (15 marks)
Q2.
a) Discuss the characteristics of services that affect the design of marketing programs. Explain their marketing implications. (14 marks)
b) Explain, giving relevant examples the different types of service encounters. (6 marks)
Q3.
a) Customers have expectations as they purchase a service. Discuss the criteria they use when evaluating the outcome and experience of a service. (10 marks)
b) Discuss the gaps that cause unsuccessful delivery of service quality. (10 marks)
Q4.
a) Expound on the supplementary services offered by service organizations to augment the core product. (14 marks)
b) Differentiate between market penetration pricing and market skimming pricing, giving relevant examples. (6 marks)
*END*

Cmk 313: Marketing Services Question Paper

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