CONFIDENTIAL BM/APR 2008/MKT540/545/552/566

UNIVERSITI TEKNOLOGI MARA

FINAL EXAMINATION

COURSE : SERVICES MARKETING

COURSE CODE : MKT540/545/552/566
EXAMINATION : APRIL 2008
TIME : 3 HOURS

INSTRUCTIONS TO CANDIDATES

1. This question paper consists of six (6) questions.

2. Answer only four (4) question in the Answer Booklet. Start each answer on a new page.

3. Do not bring any material into the examination room unless permission is given by the
invigilator.

4. Please check to make sure that this examination pack consists of:

i) the Question Paper

ii) an Answer Booklet - provided by the Faculty

DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SO

This examination paper consists of 3 printed pages
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CONFIDENTIAL 2 BM/APR 2008/MKT540/545/552/566

QUESTION 1

a) The heart of a service is the encounter between the service personnel and the
customer. Such encounter governs the decision process and satisfaction evaluation
of customers on the service quality. With examples, explain the five (5) factors that
can influence the quality of the service encounter.
(15 marks)

b) Explain how service firms can create a zero-defection culture.

(10 marks)

QUESTION 2

You plan to open a spa in an upscale location. With examples, discuss any five (5) factors
that you have to consider in setting the price for your spa services.
(25 marks)

QUESTION 3

a) Identify and explain the differences between manufacturing and services.

(15 marks)

b) Identify and briefly explain the two (2) types of performance measurement that are
used to measure service quality. Provide an example of each type of performance
measurement.
(10 marks)

QUESTION 4

Discuss the criteria used in the selection of a site for a service firm. Explain how each relates
to the firm's operational strategy. Illustrate your answer with examples.
(25 marks)

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CONFIDENTIAL 3 BM/APR 2008/MKT540/545/552/566

QUESTION 5

The concept of positioning is valuable because it enforces explicit recognition of the different
attributes comprising the overall service concept. It also emphasizes the need for marketers
to understand which attributes determine customer choice behavior.

a) Briefly explain what is meant by consumer positioning. Why is it important to a

service firm?
(10 marks)

b) Discuss briefly the steps a service organization should go through to determine the
best positioning strategy.
(15 marks)

QUESTION 6

a) Explain service blueprinting and how it can be used by a service firm. Illustrate your
answer with examples.
(10 marks)

b) Briefly explain five (5) important motivational job characteristics in designing service
jobs. Illustrate your answer with examples.
(15 marks)

END OF QUESTION PAPER

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