COLEGIO DE SAN LORENZO

Congressional Avenue, Quezon City

SCHOOL OF BUSINESS AND

MANAGEMENT
Bachelor of Science in Business Administration

FINAL EXAMINATION
Service Marketing

I. Essay. Choose one (1) service and create a plan for it. Create your own brand and formulate
service marketing mix strategies for it. Make the answers in bullet form for easier checking.
A figure of the marketing mix is presented as a guide in strategy creation as well as guide
questions. It does not mean that you need to fill our every variable in the marketing mix, just
include the things which you think is necessary. Be CREATIVE and not forget, EXPLAIN
WHY DID YOU CHOSE SUCH STRATEGY.

Product Category Choice: ________________________

1. External Environment Analysis
a)
b)
c)
2. Target Market
Who are the primary and secondary target buyers?
a) Primary – These are your ideal buyers and the most important target audience in your marketing
mix
b) Secondary – These are buyers who would like and buy your product, but fall outside of your
primary focus
3. Product Strategies
a) Brand Name: ______________________________
 Explanation (Why did you chose such brand name)
b) What exactly is the product or service?
c) What need does it satisfy?
d) What features does it have to meet these needs?

MKG 303 / 1st Sem 2020-2021 Page 1 of 2

 e) What is it called and how should it be positioned in the marketplace?
4. Place Strategies
a) Where do your customers look to buy your product or service?
b) What distributions channels do you need to pursue?
c) Where do you need to be in order to gain interest from buyers?
d) Do you need a sales force to represent and sell your product or service directly to your
customers?
e) Where are your competitor’s selling?
5. Price Strategies
a) What is the value of this product or service to the buyer?
b) Are there pre-established price points for this product/service in the marketplace?
c) Is the customer price sensitive?
d) What is your competition charging?
e) Are there expected discounts for the product or service you’re marketing?
6. Promotion Strategies (Promotion is all about placing your product or service in front of your target
market where they already are.)
a) Where can you find your target buyer and what places do they go to buy and when?
b) Strategy #1: _____________________________________
 Explanation
c) Strategy #2: _____________________________________
 Explanation
d) Continuation…
7. Process (What is the step by step process of your service)
a) Flowchart
b) Blueprint
8. Physical Evidences (What are the things that will help facilitate the service as well as make the
service noticeable to your customer?)
a)
9. People (What type of employees do you need and what qualifications do they need to have. Will we
hire or do we subcontract to an agency?)
a)

Note: This is a major exam so I do expect that the answers you will give me are genuine and detailed as
possible. You may revisit our modules but please do not copy paste. We are at college and I expect the
answers will be within that level.

Prepared by: Noted by: Approved:

____________________ ____________________ ____________________

Gene C. Orduña Jose Angelo V. Gomez, LPT Ellen S. Dizon, MBA
Instructor Coordinator, SBM Dean, SBM

MKG 303 / 1st Sem 2020-2021 Page 2 of 2