Docsity
Docsity

Prepare for your exams
Prepare for your exams

Study with the several resources on Docsity


Earn points to download
Earn points to download

Earn points by helping other students or get them with a premium plan


Guidelines and tips
Guidelines and tips

Pure Services - Services Marketing Theory - Exam, Exams of Marketing

Pure Services, Pure Goods, Special Consideration, Marketing Literature, Decision Making Process, Consumer Decision Making, First and Possibly, Good Quality Service, Expectations of a Service, Merits and Limitations are some points from questions of past exam paper.

Typology: Exams

2011/2012

Uploaded on 11/26/2012

chakar
chakar 🇮🇳

3.9

(26)

89 documents

1 / 2

Toggle sidebar

This page cannot be seen from the preview

Don't miss anything!

bg1
Ollscoil na hÉireann, Gaillimh
National University of Ireland, Galway.
SEMESTER 1 EXAMINATION, 2009/2010
Exam Code(s):
1MSM1
Exam(s):
MSc. Marketing Degree
Mode Code(s):
Module(s)
Services Marketing Theory
Paper No.:
1.
Repeat Paper:
____
Sp
ecial Paper: ____
External Examiner(s):
Professor Christopher Easingwood
Internal Examiner(s):
Dr. Declan Fleming
Dr. Elaine Wallace
Instructions
:
Please answer
three
questions.
Each question will carry equal marks.
Duration:
Two hours.
No. of Answe
r Books:
Requirements
:
Handout
MCQ
Statistical Tables
Graph Paper
Log Graph Paper
Other Material
No. of Pages:
Two including cover page.
Department(s):
Marketing
pf2

Partial preview of the text

Download Pure Services - Services Marketing Theory - Exam and more Exams Marketing in PDF only on Docsity!

Ollscoil na hÉireann, Gaillimh National University of Ireland, Galway. SEMESTER 1 EXAMINATION, 2009/ Exam Code(s): 1MSM Exam(s): MSc. Marketing Degree Mode Code(s): MK 567 Module(s) Services Marketing Theory Paper No.: 1. Repeat Paper: ____ Special Paper: ____ External Examiner(s): Professor Christopher Easingwood Internal Examiner(s): Dr. Declan Fleming Dr. Elaine Wallace Instructions: Please answer three questions. Each question will carry equal marks. Duration: Two hours. No. of Answer Books: Requirements: Handout MCQ Statistical Tables Graph Paper Log Graph Paper Other Material No. of Pages: Two including cover page. Department(s): Marketing

MK 567 SERVICES MARKETING THEORY

  1. There are very few ‘pure services’ or ‘pure goods’ (Wilson et al., 2008 p.7). Therefore, do services require special consideration in the marketing literature? Discuss your view giving examples from services you are familiar with to illustrate your answer.
  2. Discuss the stages of the consumer decision-making process for a service of your choice. In particular, explore the implications of perceived risk on consumer decision making for services.
  3. ‘Knowing what the customer expects is the first and possibly most critical step in delivering good quality service’ (Wilson et al., 2008 p.55). Discuss the factors which influence customer expectations of a service.
  4. You are the Marketing Manager for NUI Galway. Discuss three types of research you would select for evaluating the views of internal and external customers, outlining the merits and limitations of each method.
  5. Discuss the contention that in the service business, the customer is NOT always right.
  6. Critically evaluate the SERVQUAL model as a tool to measure and enhance service performance.