QUESTION 1

(a) Outline the five distinctive characteristics of service and illustrate them with reference to a service product such as a restaurant

(b) Identify and explain five characteristics of a good service organization

QUESTION 2

(a) Define the following terms-

I. Consumer

II. Consumer Behaviour

(b) Discuss the four main theories of consumer behaviour

(c) Identify any four basic social influences that affect most buyers

(d) Using a relevant example, apply and explain the consumer buying decision process

QUESTION 3

(a) Define the term product

(b) Products exist in 3 levels. Use relevant examples, in explaining the three levels

(c) Examine the key macro- environmental factors that affect firms operating in today's business environment