Instructions: Attempt all questions.

A/ QUESTIONS OF THOUGHT AND DISCUSSION (23 MARKS)

1) Discuss the differences between Services marketing and physical goods marketing. (2 marks)

2) Identify and examine the three Ps of services. (3 marks)

3) a) Identify and define the five dimensions of service quality. (2.5 marks)

4) b) How do customers evaluate these dimensions? (2.5 marks)

5) Discuss three research methods for services and show how mangers use information from each

8) a) Think of a company in your community that should not offer a guarantee. Why not?

b) What would they have to do before a guarantee became plausible? (3 marks)

9) Think of the last time you experienced a problem with a product or service. Did you complain? IF

not, why not? What would have persuaded you to complain? (4 marks)

10) Delivering consistently high-quality service is difficult for service marketers. Describe an instance

when you received high-quality service and an instance when you experienced low-quality service.

What contributed to your perception of high-quality? Of low quality? (5 marks)

COURSE CODE: MKTC110 COURSE TITLE: Service Marketing

SEMESTER: Second NATURE: Exam LEVEL: 100

LECTURER: Mr. Tiambou Apollin DATE: 24

th

July 2017 HALL: DURATION: 3hours

UNIVERSITY OF BAMENDA

UNIVERSITE DE BAMENDA

P.O BOX 39 BAMENDA

TEL: 33 36 36 94