Sample examination paper (1)

Sample examination paper (1) - Office Use Only SAMPLE...

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Office Use Only SAMPLE EXAMINATION PAPER Faculty of Business and Economics EXAM CODES: MKW3301 TITLE OF PAPER: SERVICES MARKETING EXAM DURATION: 2 hours writing time READING TIME: 10 minutes THIS PAPER IS FOR STUDENTS STUDYING AT: (tick where applicable) □ Berwick □ Clayton Malaysia □ Off Campus Learning □ Open Learning □ Caulfield □ Gippsland □ Peninsula □ Monash Extension □ Sth Africa □ Parkville □ Other (specify) During an exam, you must not have in your possession any item/material that has not been authorised for your exam. This includes books, notes, paper, electronic device/s, mobile phone, smart watch/device, calculator, pencil case, or writing on any part of your body. Any authorised items are listed below. Items/materials on your desk, chair, in your clothing or otherwise on your person will be deemed to be in your possession. No examination materials are to be removed from the room. This includes retaining, copying, memorising or noting down content of exam material for personal use or to share with any other person by any means following your exam. Failure to comply with the above instructions, or attempting to cheat or cheating in an exam is a discipline offence under Part 7 of the Monash University (Council) Regulations. AUTHORISED MATERIALS
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OPEN BOOK YES NO CALCULATORS YES NO SPECIFICALLY PERMITTED ITEMS YES NO if yes, items permitted are: Candidates must complete this section if required to write answers within this paper STUDENT ID: __ __ __ __ __ __ __ __ DESK NUMBER: __ __ __ __ __ Page 1 of 2 Read each of the 6 questions below, and answer any 4 questions. Clearly identify which question you are answering. 1. Services have extra elements of complexity which makes it unique from goods.
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a. Explain about the ‘three service attributes’ that consumers refer to when evaluating service alternatives (30%). - Search attributes- Physical goods tend to emphasize those attributes that allow customers to evaluate a product before purchasing it. Features like style, color, texture, taste, and sound allow prospective consumers to try out, taste test, or "test drive" the product prior to purchase. These tangible attributes help customers understand and evaluate what they will get in exchange for their money and reduce the sense of uncertainty or risk associated with the purchase occasion. Goods such as clothing, furniture, cars, electronic equipment, and foods are high in search attributes . Product characteristics that consumers can readily evaluate prior to purchase. - Experience attributes- When attributes can't be evaluated prior to purchase, customers must "experience" the service to know what they are getting. Holidays, live entertainment performances, sporting events, and restaurants fall into the experience attributes category. Although people can examine brochures, scroll through Web sites describing the holiday destination, view travel films, or read reviews by travel experts, they can't really evaluate or feel the dramatic beauty
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  • Fall '19
  • Singapore Airlines, Zeithaml, b. flowcharting

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