Service Marketing

Multiple Choice Single Answer
Question It is an alliance made visible :-

Correct Answer Co branding
Multiple Choice Multiple Answer

Question Advantages of a Range brand policy are:-
Correct Answer Creates brand capital , Cost of launch is low , Focuses on single brand
image
Select The Blank

Question Employees response to customer needs & requests is called as ________.
Correct Answer Adaptability.
True/False
Question Coupons cannot be printed on the backs of ATM receipts.
Correct Answer False

Question It is a concept that serves to offset the limitations of postponing and to monitor
the means of expression, the unity and durability of a brand :-
Correct Answer Brand identity

Question The important aspects of tangible dimension of Quality are:-
Correct Answer Employee appearance , Dress
Match The Following

Question Correct Answer
Application of service blue print Computer systems analysis
Service blue print Top down and bottom up approach
Service process Element of extended marketing mix
Service are Intangibles
Match The Following

Question Correct Answer Your Answer
Service operation Service personnel & physical facilities.
Servuction Model Visible & invisible factors
FedEx Corporation All the sides of a triangle well aligned.
The inanimate environment All the non living features of service encounter.
True/False
Question The benefit from source brand strategy lies in its ability to provide a two tiered
sense of difference and depth.
Correct Answer True
True/False
Question Frontline employees are key to a brand's success.
Correct Answer True
Select The Blank

Question The service delivery is concerned with ________, when, & how to deliver service
to customers.
Correct Answer Where

Question During which stage of 'Innovation Adoption ' model, the customers are satisfied
and decide to make regular use of the product?
Correct Answer Adoption

Question Reasons for extending a brand are:-
Correct Answer Adds to image , To defend a brand at risk , Innovation

Question It is the value of the brand over and above its commodity value :-
Correct Answer Brand equity

Question It is a common element that sends a single message amid the wide variety of its
products, actions and slogans :-

Question Inseparability of services are described and interpreted differently by different
workers due to :-
Correct Answer As they require customer participation in production process. ,
Performance can not be separated from performers. , Person/ equipment can not be separated/
stored.
Select The Blank

Question Nature of service quality is ________.
Correct Answer Multi dimensional

Question Reasons for customers to buy from virtual stores are :-
Correct Answer Convenience , Broad selection , Better prices

Question The type of facility based failures that are most likely to occur is:-
Correct Answer Cleanliness issue
True/False
Question In service development of new tangible products it involves construction of
product prototypes & testing for consumer acceptance.
Correct Answer True

Question This phenomenon is inherent in the luxury goods sector :-
Correct Answer Brand Extension
Select The Blank

Question One of the greatest benefits of blue printing is ________.
Correct Answer Education

Question People are emotionally connected to a brand for following reasons:-
Correct Answer Admirable brand , Intense brand , Unique brand
Select The Blank

Question Service employees basically perform ________ functions.
Correct Answer Marketing (chapter-10)

Question Service skills and interactive training is required for:-
Correct Answer Managers , Supporting the staff , Front line employee

Question Communities can be created offline through which of the following techniques?
Correct Answer Community based grass root events , Customer contests , Membership
organisations

Question Key elements of 'NPV of future earnings ' model are:-
Correct Answer Financial forecasting , Role of branding , Brand risk
True/False
Question For a retailer, brand is a means and not a necessity.
Correct Answer True
Select The Blank

Question ________ is the focal point around which an organisation defines how it will
uniquely deliver value to the customer for a point.
Correct Answer Brand
Select The Blank

Question Creating ________ is the ultimate objective behind building a brand.
Correct Answer Apostles

Question It describes a product or an item that is actually a brand name but has now
become a part of our standard vocabulary
Correct Answer Generic name

Question Many service firms offer their customers variety of :-
Correct Answer Service related activities.

Question All marketing activities are essential for :-
Correct Answer Building and maintaining relationships with customers.

Question Which of the following is the characteristic of goods?
Correct Answer Inventoried.

Question Value of a brand is a function of which two factors?
Correct Answer Earnings , Strength
Question The Molecular Model has used following technology to explain it :-
Correct Answer Chemical analogy.
Select The Blank

Question The ________ has a direct impact on the type of service desired and the length
of service.
Correct Answer Customer

Question Interactive skills training in employees allows to develop what all qualities
towards customer?
Correct Answer Empathetic , Courteous , Caring

Question Goods can be :-
Correct Answer Standardized.

Question Personal sources of information are :-
Correct Answer Family , Friends , Opinion Leaders

Question CIT study helpful in :-
Correct Answer Finding opportunities for future improvement. , Redesigning service
delivery system. , To make more customer centric service firm

Question It refers to the way in which certain groups decode all of the signals emanating
from the product, services and communication covered by the brand :-
Correct Answer Brand image

Question This method is used when valuing your own brand image for inclusion in the
balance sheet :-
Correct Answer Historic cost method
True/False
Question A brand should strive to create a sense of community.
Correct Answer True
Match The Following

Tangibles Dress, employee appearance

Employee motivation Mission statement
Empowerment Authority to employee
Service orientation Social skill, Likeability
True/False
Question The business strategy in a production line organisation is one of Differentiation
and Customisation.
True/False
Question Appearance of personnel and facilities often have a direct impact on how
consumers perceive that the firm will handle the service aspects of its business.
Correct Answer True

Question It is the difference between the price customers pay and the amount they would
actually have been willing to pay to get the desired benefit :-
Correct Answer Surplus

Question Which knowledge is essential for building winning brands?
Correct Answer Customer
True/False
Question Horizontal extension of a brand is less of a handicap than vertical extension by
which brands try to cover all levels of quality and status.
Correct Answer True
Select The Blank

Question Brand's ________ are a measure of potential profitability.
Correct Answer Earnings

Question The value of brand equity is a function of :-
Correct Answer Age of the brand , Cumulative advertising , Order of entry into the market

Question This approach is often used for outsourcing contracts to provide food service,
freight transportation etc :-
Correct Answer Price bids

Question Various media options available to a service marketer are:-
Correct Answer Magazines , Flyers , Radio
Select The Blank

Question ________ helps usage extension.
Correct Answer Co-branding
Match The Following

Infosys Uses brand earnings model
Super brands Marcel Knobil
Councils of Super brands Indonesia, Netherlands, Portugal
Super brand's juggernaut UK, France, Germany

Question Service blue print supports which approaches to quality improvement?
Correct Answer Top down , Bottom up
Select The Blank

Question The second objective of commercialization is to monitor ________ aspects of
service during complete service cycle.
Correct Answer All
Select The Blank

Question Perishability refers to the service provider's inability to ________.
Correct Answer Inventory services.
Select The Blank

Question A strong brand ________ gives relevant, differentiated, purchase motivating
benefit to the target customer
Correct Answer Promise

Question Various value based pricing are:-
Correct Answer Service guarantees , Flat rate pricing
Select The Blank

Question Selling goods and services through the ________ is a major growth trend.
Correct Answer Internet

Question This approach is based on a standard sales presentation containing statements
that lead the customer through stages to a purchase :-
Correct Answer Formula approach
True/False
Question Service industry is a zero growth industry.
Select The Blank

Question The ________ as a supply strategy used to assist during peak demand periods.
Correct Answer Part time employees

Question The new retailing models provides information based benefits such as :-
Correct Answer Greater customization.

Question The following is new core products for markets that have not been previously
defined :-
Correct Answer Major Service Innovations
Select The Blank

Question Educate customers to understand their ________ & perform them better.
Correct Answer Roles

Question Use of multisite location is used to provide services in case of :-
Correct Answer Bank ATMs.
True/False
Question Blue printing offers an excellent way to understand customer's service
experience.
Select The Blank

Question A service firm can also expand its supply of a service through use of ________.
Correct Answer Third parties.

Question Factors influencing service pricing are:-
Correct Answer Variablilty of both inputs and outputs , Many services are hard to
evaluate , Importance of time factor

Question Organisation that communicates heavily through physical evidence is :-
Correct Answer Resorts
Select The Blank

Question ________ is usually specific to a time period, price or customer group.
Correct Answer Sales promotion

Question Stores add value to the product by following features:-
Correct Answer Free home delivery , Gift wrapping , Customised advice
Match The Following

Issue of Airline miles in return for a purchase Couponing
Face to face communication Personal selling
Fund raising, recognition and reward programs Public relations
Samples, coupons, gifts etc Sales promotion

Question Service quality is a critical component of :-
Correct Answer Customer perception.
True/False
Question For services all three marketing activities represented by the sides of triangle are
critical to success.
Correct Answer True

Question The examples of backstage failures include :-
Correct Answer Not receiving your course grades , Delay in flights , Receiving incorrect
hotel bill

Question For services its quality depends on :-
Correct Answer Consumer's Perception

Question Strategies used to implement a culture of internal service quality are:-
Correct Answer Internal service guarantees , Internal customer service audits
True/False
Question The pricing of services is difficult.
Correct Answer True

Question Controllable factors by which services marketers can influence customers are as
follows :-
Correct Answer Explicit service promises. , Implicit service promises. , Avoid engaging in
price.

Question Major Process Innovations consists of :-
Correct Answer New process to deliver existing core products in new ways with
additional benefits.
True/False
Question Too much crowding of ads leads to customer ignoring ads or not registering in
the mind.
Correct Answer True
Select The Blank

Question ________ provides a basis for identifying and assessing cost, revenue and
capital invested in each element of the service.
Correct Answer Service blue print

Question Mental stimulus processing services directed at people's minds are :-
Correct Answer Psychotherapy. , Music concerts. , Education.

Question It links resource expenses to the variety and complexity of products produced :-
Correct Answer ABC

Question It is a set of tasks that combine to compose the processes needed to create and
deliver the service :-
Correct Answer Activity

Question This approach to Selling is based on the premise that for a given stimulus, there
is a particular response :-
Correct Answer Stimulus-response

Question The sources of customer expectations consists of :-
Correct Answer Pricing. , Advertising. , Sales promises.

Question Names of customer relationship building approaches are:-
Correct Answer Financial benefits , Structural ties , Social benefits
Select The Blank

Question ________ is both the brand's backbone and its tangible added value.
Correct Answer Physique

Question Types of competition based pricing are:-
Correct Answer Price leadership , Negotiation
True/False
Question Servuction Model used to illustrate the factors that influence the service
experience are visible & invisible to customers.
Correct Answer True
True/False
Question Product planners need to include three components in the design of the service
offering.
Correct Answer True
Select The Blank

Question Many ________ also sell insurance products and collect commission but are not
normally involved in handling claims.
Correct Answer Banks

Question Reasons for growth of service industry are as follows :-
Correct Answer Increase in per capita income. , More leisure time. , Increase in health
awareness.
Select The Blank

Question Increased service delivery during peak periods is ________ service intensifiers.
Correct Answer Transitory
Select The Blank

Question Market research used to determine ________ of derived service expectations &
their requirements.
Correct Answer Sources

Question Strategies for enabling service promises are often referred to as :-
Correct Answer Internal marketing

Question A legally protected brand name or brand mark is called :-
Correct Answer Trademark
Select The Blank

Question Neither ________ service nor its supplementary elements are delivered
continuously throughout the duration of service performance.
Correct Answer Core
True/False
Question The vandals resort to physical abuse or damage of property.
Correct Answer True
Select The Blank

Question In case of services ________ can not be separated from consumption.
Correct Answer Production.

Question The Molecular Model is developed by :-
Correct Answer Lynn Shostack.
Select The Blank
Question The problem with umbrella brand strategy stems from the failure to appreciate its
________.
Correct Answer Demand
True/False
Question The firm do not collects & documents complaints from customers.
Match The Following

Television Broadcasting. Channel 7.
Railroad Transportation. Konkan Railway.
Education Services. Indian Institute of Management.
Retail Trade. Food World.
Select The Blank

Question In case of services whose technical quality can not correctly evaluated ________
used as signal of quality.
Correct Answer Courtesy
True/False
Question A strong company name attached to a new product, transfers positive association
and provides confidence and incentive to trial.
Correct Answer True
Match The Following

Question Correct Answer Your Answer
Service distribution agreements Independent franchising, licensing and financial

services
Example of purchasing space from another provider Shopper's stop in a big shopping mall
Problems with intermediaries Difficulty controlling quality and consistency

across outlets
Channel conflict occurs when Service principal and intermediaries are too dependent

Question Front end planning involves :-
Correct Answer Business Strategy Development. , Idea Generation. , Business Analysis.
True/False
Question Re-engineering is one of the most difficult strategies to implement in
organisations that are traditional.
Correct Answer True

Question Basic theme of strategies required for delivering service as per standard are:-
Correct Answer Hire the right people , Provide the needed support system , Retain the
best people
Select The Blank
Question Service industries who follow traditional practices, service personnel are the
________ on the corporate ladder.
Correct Answer Lowest

Question The zone of tolerance is a :-
Correct Answer Window of customer service level
Your Answer Non customer service level

Question These messages often include promises about the benefits that customers will
receive and the quality of service delivery :-
Correct Answer Communication

Question Communication dimension of service quality includes :-
Correct Answer Listening to customers. , Keeping them informed. , Simple language to
be used.
Select The Blank

Question While purchasing a service, perceived benefits are weighed against the
perceived ________.
Correct Answer Costs

Question The three overlapping subsystems are :-
Correct Answer Service operations , Service delivery , Service marketing
Select The Blank

Question The service offer should first marketed ________ & then service process in
action is observed before it introduced to external market.
Correct Answer Internally

Question Following are Possessing processing services directed at physical posessions :-
Correct Answer Freight transportation. , Repair & Maintenance. , Warehousing / Storage.
Select The Blank

Question ________ are the customers who tell others not to buy the brand from the
company.
Correct Answer Terrorists

Question The main don'ts kept in mind in face to face contacts with customers are :-
Correct Answer Blame the colleagues , Show favoritism , Promise what you can not
perform

Question During which stage of 'Innovation Adoption' model, customers need to be
stimulated to seek information about the brand's uses and features?
Correct Answer Interest
True/False
Question Levels of customer contact is used as variable in services classification.
Correct Answer True

Question It implies that employees will pay attention, listen, adapt and be flexible in
delivering what customers need :-
Correct Answer Empathy

Question It is a way to expand delivery of an effective service concept to multiple sites
without the level of investment capital :-
Correct Answer Franchising

Question Service encounter may takes place between customers and :-
Correct Answer Service employees.
True/False
Question Advertising and public relations can be effective in encouraging evaluation and
trial.
Select The Blank

Question Time, Fatigue, Negative feelings etc are the ________ costs of service.
Correct Answer Non-financial
Select The Blank

Question When customers evaluate competing service, they are comparing the relative
________ value.
Correct Answer Net
True/False
Question When decisions regarding customer satisfaction are left to the discretion of
employees, there may be inconsistency in the level of service delivered.
Correct Answer True
True/False
Question Front office automation has also revolutionised the sales function.
Correct Answer True

Question Consumer judges the quality of services on the basis of :-
Correct Answer Outcome was delivered.

Question Service expectation meetings & reviews techniques of service quality research is
made up of :-
Correct Answer Asking clients what they expect , Enquiring the particular aspects of
service , Requesting client to provide ranking as per his requirements

Question Blue prints are particularly useful at which stages of service development?
Correct Answer Design , Redesign

Question The various sources of mass media are :-
Correct Answer Radio , Television , Newspapers and Magazines

Question The number of interlinked groups that work together in Service Marketing
Triangle are :-
Correct Answer Three
Select The Blank

Question The ________ Model used to illustrate the factors that influence the service
experience.
Correct Answer Servuction

Question The fluctuating demand of services can be overcome by :-
Correct Answer Peak load pricing , Motivating non peak consumption , In house
alternative services
Select The Blank

Question ________ can be effective in generating awareness and interest.
Correct Answer Advertising

Question The level of service the customers hope to receive the level of performance
wished for is called as :-
Correct Answer Desired Service

Question Research objectives for services are as follows :-
Correct Answer To identify dissatisfied customers. , To monitor & track service
performance. , To forecast future expectations of customers.

Question The difference between the two levels of expectations is called as :-
Correct Answer The zone of tolerance
True/False
Question Internal procedures must support quality service performance.
Correct Answer True

Question The Service Marketing Triangle have evolved by :-
Correct Answer Mary Jo Bitner
Select The Blank

Question ________ help us in achieving our mission and vision.
Correct Answer Values
Match The Following

USP Unique selling proposition
Extraneous factor Fantasised identity
Brand signals Sponsoring, patronage

Relationship aspect Banks and services
True/False
Question Empathy is non ability to provide caring individualized attention the firm provides
its customers.

Question Eventually a firm goes out of business because it :-
Correct Answer Can't do a decent job on the core elements.

Question Numerous forms of communication, collectively referred as the marketing :-
Correct Answer Communication mix
True/False
Question Stimulus Response approach and Formula approach takes into consideration
customer questions and individual customer needs.

Question Three horizontal lines of the service blue print are:-
Correct Answer Line of Internal interaction , Line of Interaction , Line of Visibility

Question Advantages of Endorsing brand strategy are:-
Correct Answer Greater freedom of movement , Least expensive way of giving substance
to the company name , Responsible for the guarantee
Select The Blank

Question Sometimes employees can give ________ service spontaneously.
Correct Answer Extra

Question Following are the examples of Style changes :-
Correct Answer Repainting retail branches. , Vehicles in new colour schemes. , Outfitting
service employees in new uniforms.

Question The challenge in many service settings is to design the physical space and
evidence so that it can simultaneously support the needs and preferences of :
Correct Answer Customer , Employees
Select The Blank

Question The ________ has made world wide brand building easier.
Correct Answer Internet
True/False
Question Relationship Research does not involve comprehensive approach on all aspects
of customers relationship with the service.
Select The Blank

Question The extensive use of physical evidence varies by the ________.
Correct Answer Service type
Match The Following
Access Does the airline have 24 hour toll free phone number?
Customer Gap Focus of the Gap Model
Credibility Does Hospital have a good reputation?
Security Is it safe to use the banks ATMs at night?

Question Marketers should understand that zone of tolerance can even fluctuate within the
same person depends upon :-
Correct Answer The situation

Question What are the visible and external facets of brand identity prism?
Correct Answer Physique , Relationship , Reflection

Question It provides the same identifying function for services that a trademark provides
for goods :-
Correct Answer Service mark
Question The corporate culture must reinforce the brand essence, promise and personality.
Correct Answer True
Select The Blank

Question The purpose of ________ is to project a positive and consistent image to the
public.
Correct Answer Socialisation
Match The Following

Brand Words, symbol, concept, object
Philips Umbrella brand policy
Ariel Procter and Gamble
Food, cosmetics sector Range brand policy
True/False
Question Profound customer knowledge is essential to building winning brands
Correct Answer True
Select The Blank

Question Channel ________ can occur between service provider and service intermediary.
Correct Answer Conflict
Select The Blank

Question The ________ of the brand is always stronger than its extensions.
Correct Answer Core
True/False
Question Control can have negative ramification within intermediaries.
Correct Answer True
True/False
Question Services are not patentable.
Correct Answer True

Question Brand equity is related to which categories of customers?
Correct Answer Satisfied customer. Would incur cost for brand change , Customer values
brand and sees it as friend , Customer devoted to the brand

Question It survives because it exceeds customer expectations :-
Correct Answer Brand
True/False
Question Market value method is used when valuing your own brand image for inclusion in
the balance sheet.

Question Selling goods and services through the internet is called :-
Correct Answer E-Commerce

Question Ways to achieve emotional connection towards a brand are:-
Correct Answer Advertising , Quality of front line customers , Company sponsors
consumer events
Match The Following

Speed and delivery of services is a issue due to Heterogeneity nature.
Standardization Possible solution to heterogeneity of services.
Consumer management. Possible solution to inseparability of services.
Inseparability refers to The involvement of other customers in the service

production process.

Question When the delivery of core product is outsourced to an intermediary, it is called :-
Correct Answer Franchising

Question Through brand building mechanism, following are built :-
Correct Answer Brand awareness , Confidence , Brand equity

Question When companies enter the new markets using the name of one of their existing
brands rather than using a new brand name, this is called :-

Question Internal brand culture is composed of:-
Correct Answer Language used , Beliefs and attitudes of staff , Organisational structure

Question The skill and knowledge necessary to do the job is :-
Correct Answer Service competencies
Select The Blank

Question Service employees basically perform ________ functions.
Correct Answer Marketing

Question It is estimating the total financial value of the brand :-
Correct Answer Brand valuation

Question It is defined as the positive differential effect that knowing the brand name has on
customer response to the product or service :-

Question Following has brought changes in the way people now shop a days :-
Correct Answer Computers , Internet

Question This brand strategy reinforces the selling price of the brand and creates a strong
brand image :-
Correct Answer Line brand strategy

Question This approach is based on the assumption that all customers can be persuaded
by the same message :-
Correct Answer Selling formula approach
Select The Blank

Question Brand ________ results from the concentrated efforts on a few brands.
Correct Answer Extension
True/False
Question Services are deeds and efforts.
Correct Answer True
True/False
Question Service development, design & delivery are intricately intertwined, hence they
should not work together.
Correct Answer True
Select The Blank

Question The ________ offers an excellent way to understand customer's service
experience.
Correct Answer Flowcharting
True/False
Question The value of a brand depreciates if there are no inflows in the form of value
addition to the brand.
Correct Answer True
Select The Blank

Question ________ involves recognising that the public's knowledge of an alliance is
added value.
Correct Answer Co-branding

Question Online emotional connection and loyalty can be accomplished through:-
Correct Answer Chat rooms , Surveys , Guest books
True/False
Question Building a blue print is not a task that can be assigned to one person or one
functional area.
Correct Answer True

Question Brand strength is measured against which key attributes?
Correct Answer Market , Leadership , Geography

Question Radio & Television broadcasting is a service industry because :-
Correct Answer It can not be touched. , It can not be stored. , It can not be readily
displayed.

Question It involves long hours of standing and working with customers who may not
always be pleasant and can get on one's nerves :-
Correct Answer Retail selling
True/False
Question Consumers differ as to which service/product attributes they see as important
and pay the most attention to the brands that will deliver the sought benefits.
Correct Answer True
True/False
Question The displaying or communicating of services are very easy.
True/False
Question Brand identity focuses too much on brand appearance and not enough on brand
essence.

Question It is important that marketers should have full knowledge of customer's :-
Correct Answer Expectations

Question Which dimension of service equality is highly dependent on employee's ability to
communicate their credibility and to inspire trust and confidence :-
Correct Answer Assurance
Question It is the defining aspect of a brand :-
Correct Answer Relevant differentiation
Select The Blank

Question All firms need to be aware of customer expectation of ________.
Correct Answer Reliability
Select The Blank

Question ________ is both the brand's backbone and its tangible added value.
Correct Answer Physique
Select The Blank

Question Exhibiting admirable human qualities is especially important for brands during
________.
Correct Answer Crisis
Select The Blank

Question The marketers of services emphasize on tangibilising the ________.
Correct Answer Intangibles

Question Incontrollable factors by which services marketers can influence customers are
as follows :-
Correct Answer Enduring service intensifiers. , Transitory service intensifiers. , Personal
needs.

Question Situational factors of model of customer expectation includes :-
Correct Answer Bad weather
True/False
Question Well dressed individuals are perceived as more intelligent, better workers and
more pleasant to engage in interactions.
Correct Answer True

Question Following are the People Processing services directed at People's bodies :-
Correct Answer Health Care. , Lodging. , Barbers.

Question The main do's kept in mind in face to face contacts with customers are :-
Correct Answer Smile , Look into customer's eye , Listening
True/False
Question Service culture can be developed quickly.

Question It is the worst indicator of profitability:-
Correct Answer Price

Question This brand strategy gives its approval to a wide diversity of products grouped
under product brands, line brands or range brands :-
Correct Answer Endorsing brand strategy
Question Which of the communication mix element includes corporate logos?
Correct Answer Corporate design
Select The Blank

Question ________ creates emotional connection and loyalty.
Correct Answer Community
Select The Blank

Question Performance of services is ________.
Correct Answer Intangible.

Question Adequate service is also known as :-
Correct Answer Lower level of service
Select The Blank

Question Individualized attention given to customers refers to ________.
Correct Answer Empathy

Question The possible solutions to inseparability problem of services are :-
Correct Answer Emphasis on selecting and training public contact personnel. , Consumer
management. , Use of multisite locations.

Question Thinking of Recruiting activity results in addressing issues of:-
Correct Answer Market (employee) segmentation , Product (job) design

Question Augmented product refers to :-
Correct Answer Extended product.
Select The Blank

Question There are ________ ways of testing the response to marketing mix variables.
Correct Answer Alternative
Select The Blank

Question The value of a brand depreciates if there are no inflows in the form of value
________.
Correct Answer Addition

Question It is used to help decisions on where to locate super markets relative to
prospective customer's homes and work place :-
Correct Answer Retail gravity model

Question Who the people who produce revenue and build customer relationships for the
company?
Correct Answer Front line employees
Select The Blank

Question The scope & ________ of the service marketing system vary sharply from one
firm to other.
Correct Answer Structure
Select The Blank

Question Market value of the firm is equal to stock price multiplied by ________.
Correct Answer Number of shares
True/False
Question Brand strength is a combination of differentiation and relevance.
Correct Answer True
True/False
Question Critical study are not useful as alternatives to complaint solicitation.
True/False
Question Closing the customer gap is not the outcome of Gap Model.
Select The Blank

Question Added value, Brand identity and an effective product, these three characteristics
are ________ in nature.
Correct Answer Multiplicative
Select The Blank

Question Many companies have adopted the idea that employees are also ________ of
the organisation.
Correct Answer Customers

Question Functions of retail salespersons are:-
Correct Answer Customer contact , Stock work , House keeping

Question Which of the following is the characteristic of services?
Correct Answer Inseparability

Question D in AIDA stands for :-
Correct Answer Desire

Question It is one of the recent concepts in service marketing :-

Question The growth of internet leads to changes in:-
Correct Answer New start up business employing new retailing models.

Question Features of Quality Service are:-
Correct Answer Reliability , Responsiveness , Empathetic

Question Expectations of customers towards a product / service are formed on the basis of
Correct Answer Past experiences , Word of mouth , Advertising
Question This method is used when business is acquired for the brand name of its product
mainly :-
Correct Answer Market value method

Question During which stage of 'Innovation Adoption ' model, customers try the product/
service for the first time and decide whether to adopt the product/ service?
Correct Answer Trial
Select The Blank

Question A brand is ________ only when it has matured uniformly worldwide and offers the
same message to its market internationally and simultaneously.
Correct Answer Global
Match The Following

Wealth creators Brands
Airline frequent flyer programs Financial benefits
Interest linkages Structural ties
Process of wealth creation Brand building
Match The Following

An attention paid to customer by waiter Satisfied hotel customer. .
CIT Methodology Collecting critical incidents data

.
SAS Customer driven airline.
Good customer encounter Increase in brand loyalty. .

Question It involves recognising that the public knowledge of an alliance is added value :-
Select The Blank

Question The goods can be ________ at one locality and transported for sale in another
locality.
Correct Answer Produced
True/False
Question Extensions can be made in all directions.

Question Negative critical incidents resolved have great potential for :-
Correct Answer Increasing brand loyalty. , Increased brand preference. , Increasing
customer loyalty.
True/False
Question Goods are sold first and then produced and consumed simultaneously.

Question Services are said to be intangible because they are :-
Correct Answer Performers.
Select The Blank

Question ________ are useful for adjusting demand and supply fluctuations.
Correct Answer Price promotion

Question The gap exists in service quality due to :-
Correct Answer Difference in customer expectation. , Difference in receipt of service by
customer. , Non selection of right service standards.
True/False
Question Services are sold first and then produced and consumed simultaneously.
Correct Answer True
Select The Blank

Question Physical evidence of the service is located at ________ of the blue print.
Correct Answer Top
Select The Blank

Question One of the methods of motivating the service providing employees is through
________ statement.
Correct Answer Mission

Question Functions of Sales Promotion are:-
Correct Answer Adds value , Competitive edge , Boost sales
Match The Following

Brand equity measure First recall awareness
Customer insights Internet Brand positioning
Amazon.com For purchasing and finding books
Customer brand insistence Awareness, relevant differentiation, emotional

connection
True/False
Question The classic concept of Branding leads to an increasing number of brand.
Correct Answer True

Question External Marketing refers to :-
Correct Answer Making promises.
True/False
Question Blue prints can be used to isolate failure points or bottlenecks in the service
process
Correct Answer True

Question Services :-
Correct Answer Can not inventoried.

Question It consists of introducing additional items in the same product category under the
same brand :-
Correct Answer Line Extension

Question The only way to achieve brand extension is by:-
Correct Answer Renewing the product
Select The Blank

Question A multi brand portfolio is required when each brand has its own ________.
Correct Answer Territory
Select The Blank

Question The loss of quality control may also be accompanied by the ________ over
operating costs.
Correct Answer Loss of control
True/False
Question The quarrelsome refers to those misbehaving customers who quarrel with other
customers or with their own group members.

Question Advantages of Source brand strategy are:-
Correct Answer Products are directly named , Ability to provide difference , Ability to
provide depth
True/False
Question The greater the number of different services a customer purchases from a single
supplier, the closer the relationship.
Correct Answer True
True/False
Question Promotions reduce the risk of first time purchase for customers and encourages
trial.
Correct Answer True
Select The Blank

Question Brand's ________ is a measure of its reliability of its future earnings.
Correct Answer Strength

Question It helps to establish how many prospective customers a day pass by certain
locations :-
Correct Answer Pedestrian counts

Question This model calculates brand value as the net present value of the earnings the
brand is expected to generate in the future :-
Correct Answer NPV of future earnings

Question "Service profit chain" shows the interrelationship between :-
Correct Answer Customer and employee satisfaction
True/False
Question A shelf without the favourite market brands is unattractive in the eyes of the
customers.
Correct Answer True

Question Various criteria used in choosing Advertising media are:-
Correct Answer Cost , Clutter , Reach

Question In this method, revenues of an unbranded competing product are deducted from
the revenues of a comparable branded product to establish the premium value of the brand :-
Correct Answer Price premium method
Match The Following

Part time employee utilization. Supply strategy
Demand strategy Creative pricing.
Supply strategy Capacity sharing.
Development of non peak demand. Demand strategy.
Select The Blank

Question The discounted rate is based on the ________ rate.
Correct Answer Risk free

Question The center of Model of Customer Service Expectation made up of :-
Correct Answer Detailed view of expectations
Select The Blank

Question The marketers of services emphasize on tangiblising the ________.
Correct Answer Intangibles
Select The Blank

Question Basic element in PR strategy is the preparation of ________.
Correct Answer Press release
True/False
Question Distributing an innovation to all brands minimises the ability to justify a premium
price for the top innovative brand.
Correct Answer True
Select The Blank

Question Customer ________ is essential to building winning brands.
Correct Answer Knowledge
Question A fast food outlet refer to following features of services :-
Correct Answer Intangibility.

Question The effectiveness of the service can be judged on the basis of its :-
Correct Answer Outcome.
Question The verbal part of the brand is called :-

Correct Answer Brand name
Question This brand strategy involves the assignment of a particular name to one product only
and one positioning too :-
Correct Answer Product brand strategy
Question Physical possession of a tangible object refers to :-

Correct Answer Goods
Question Service failures can happen in several ways like :-

Correct Answer A delayed flight. , Hotel room booked in advance not available. , A surgical
operation wrongly carried out.
Question It allows the brand to remain up-to-date and demonstrate an increasing urge to detect
and respond to the changes in customer tastes and expectations :-
Correct Answer Innovation
Question Loyal customers tend to spend more.

Correct Answer True
Question Gap Model says that :-

Correct Answer Close customer gap. , Remove discrepancies within organisation. , Use the
strategies to drive service excellence.
Question The non personal communication component in Service Marketing Systems are :-
Correct Answer Letters , Advertising , Signage
Question Which area of blue print encompasses the steps, choices, activities and interactions
that the customer performs in the purchasing, consuming and evaluating the service ?
Correct Answer The Customer Action Area
Question This approach involves setting prices relative to financial costs :-

Correct Answer Cost based pricing
Question The lower level of service expectation that the customer may be willing to accepted is
termed as :-
Correct Answer Adequate service
Question Co-creating a brand with it's customers will help the brand continue to thrive.
Correct Answer True
Question It is a tool that addresses the challenges of designing and specifying intangible
service processes :-
Correct Answer Service blue printing
Question The ________ has no intention of paying is a misbehaving customer.

Correct Answer Thief
Question What is treated as an element of the extended Marketing mix?
Correct Answer Service process
Question The notion of brand image is both volatile and changing.

Correct Answer True
Question Brand message provides the framework for overall brand coherence.
Correct Answer True
Select The Blank

Question Cues such as the ________ that accompany the service.
Correct Answer Tangibles
Select The Blank

Question In case of services there is ________ between the service provider and other
customers.
Correct Answer Interconnection
Select The Blank

Question ________ are at the crux of transactions and exchanges between people.
Correct Answer Brands
True/False
Question Services are intangibles.
Correct Answer True
True/False
Question External brand building is essential to internal brand building.
True/False
Question A complex service might be introduced without any formal objective depiction of
the process.
Correct Answer True

Question Services are :-
Correct Answer Not tangible

Question The tangible clues helps the consumers in :-
Correct Answer Service evaluation , Assessing quality of services , The market valuation
of the service provider

Question When firms try to assess their brands portfolio to decide which brands will be
advertised, what considerations it keeps in mind?
Correct Answer Pertinent , Innovation , Bear diversified products

Question It is the satisfaction linked to the attractiveness of the brand, to its logo, to its
communication :-
Correct Answer Hedonistic

Question Employee appearance and dress are important dimensions of which service
quality?
Correct Answer Tangibles
True/False
Question Identifying the benefits & the attributes are not included in customers requirement
research.

Question It is the brand's verbal, visual and musical attributes :-
Correct Answer Brand style
True/False
Question The bankrupt run out of cash & end up in default of payment.
Correct Answer True

Question It is the outward expression of the brand's inner substance :-
Correct Answer Brand message

Question Customer satisfaction is possible if the promises made in services are :-
Correct Answer Consistent & realistic.
True/False
Question Reflection provides a model with which to identify.
Correct Answer True

Question When customer interacts with the service company :-
Correct Answer A service encounter said to have occurred.

Question Personal source of information for services is :-
Correct Answer Friends
True/False
Question Two major dimensions of Y & R model are: leadership and stability.

Question It is today a leading edge indicator of profitability and market share tomorrow :-
Correct Answer Relevant differentiation
Select The Blank

Question The customers can be ________ to address their needs.
Correct Answer Educated
True/False
Question Control can have negative ramifications within intermediaries.
Correct Answer True

Question It is a measure of brand's reliability of its future earnings :-
Correct Answer Strength
Question The basic criteria for an effective service research programme includes :-
Correct Answer Qualitative & quantitative research. , Expectations & perceptions of
customers. , Occurs with appropriate frequency.
Select The Blank

Question ________ means the set of values feeding the brand's inspiration.
Correct Answer Culture
True/False
Question Reflecting the customer as he or she is the target.
True/False
Question Growth in service sector is due to launch of new products.
Correct Answer True

Question Emotional loyalty can be brought about in the following ways:-
Correct Answer Personal relationship with the brand , User community
True/False
Question One of the problem encountered with Range product strategy is of brand opacity.
Correct Answer True
Select The Blank

Question ________ and education often go hand in hand.
Correct Answer Promotion
Select The Blank

Question Increase in service industry is due ________.
Correct Answer To resource scarcity.

Question Countries who are members of SUPER BRAND are:-
Correct Answer India , Hong Kong , Australia
True/False
Question Service pricing strategies are often unsuccessful.
Correct Answer True

Question High contact services tend to be :-
Correct Answer Those in which customer visit the service facility in person.

Question It creates a relationship and a strong bond with the customer that grows over
time :-

Question The solution to inseparability problem is :-
Correct Answer Selecting and training public contact personnel.

Question Jan Carlzon the former CEO of SAS made his firm from operation driven to :-
Correct Answer Customer driven airline.
True/False
Question Responsiveness does refers to non willingness to help customers.

Question The main solution to intangibility of service is :-
Correct Answer Creating a strong brand image of an organization.
Select The Blank

Question The ________ elements forms service delivery system.
Correct Answer Visible

Question Lack of patent protection is applicable for :-
Correct Answer Services

Question Perishability of services referred to be that they :-
Correct Answer Can not be saved.
True/False
Question Gap Model is developed by Zeithaml & Bitner.
Correct Answer True

Question When technical quality of services can not be evaluated easily customers depend
on their :-
Correct Answer Own cues.
Select The Blank

Question Every service encounter has its share of ________ customers.
Correct Answer Misbehaving

Question It is a measure of brand's potential profitability :-
Correct Answer Earnings

Question Marketers can have some control over their customer's impressions by :-
Correct Answer Understanding cues.

Question What are the internal facets of brand identity prism?
Correct Answer Personality , Culture , Self image
True/False
Question A multi brand policy can stop any new competitor's entering a market.
Correct Answer True
Select The Blank

Question Contact employee personifies the ________ in the customer's eye.
Correct Answer Firm
True/False
Question The interbrand approach measures the consumer's perception of the brand
which is critical for marketing decision making.

Question The services lacks of :-
Correct Answer Service inventories.

Question The visible components of service operations are :-
Correct Answer Service personnel , Equipments , Physical facilities

Question Following are the service sectors :-
Correct Answer Transportation. , Tourism. , Telephone & Telegraph.

Question Services faces difficulties in :-
Correct Answer Displaying

Question Advantages of Umbrella brand are:
Correct Answer Capitalisation on one single name , Economies of scale on an
international level

Question In this brand strategy the brand communicates in a generic manner by
developing its unique brand concept :-
Correct Answer Range brand strategy
Question Which of the features are on the right side of the brand identity hexagonal prism?
Correct Answer Personality , Culture , Self image
Match The Following

Definition of value What I get for what I give
Setting price to recover full costs Cost based pricing
Cable, television, electricity, water, telephone etc Regulation and pricing of utility services
Alternative to bidding Negotiation

Question The clear evident is not possible in case of services like :-
Correct Answer Lawyer.

Question A brand must correspond to only one product. This is called :-
Correct Answer Procterian dogma
True/False
Question There is an ambiguity between the roles of the principal and its intermediaries
when 'empowerment' is the chosen strategy.
Correct Answer True
Select The Blank

Question ________ is the main focus of brand advertising.
Correct Answer Personality

Question It is the satisfaction linked attractiveness of the brand in its relationship with
society :-
Correct Answer Ethical
True/False
Question Brand stature is a combination of esteem and knowledge.
Correct Answer True

Question Which of the following are poor differentiators of profitability?
Correct Answer Price , Product functions , Product features
Select The Blank

Question The strategy used to reduce fluctuations in demand is to implement ________.
Correct Answer Reservation system.

Question Advantages of a Generalist approach are:-
Correct Answer Maximises advertising synergy , Customer loyalty , Allows for existence
of two separate dealers
Who has written the book on Brand Management "Nets Out"?
Zeithaml and Bitner

Brad Van Auken
Sir Michael Perry
Lord Puttnan
Match The Following

No brand Extension Murphy brand
Disadvantages of Line Extension Brand name losing its specific meaning
Innovation Brand up to date and respond to changes in customer

tastes and expectations
Brand Extension Results from concentration of efforts on a few brands
Match The Following

Element of effective research programme Customer Panels
Customer Satisfaction Consumers fulfillment response..
Research objective for service To monitor & track service performance.

Criteria for effective research programme Includes qualitative & quantitative
research
Match The Following
Service operation Service personnel & physical facilities.
Servuction Model Visible & invisible factors
FedEx Corporation All the sides of a triangle well aligned.
The inanimate environment All the non living features of service encounter.

Question
Various uses of the company's physical evidence are:-
Means for differentiation , Packaging , Socialising
True/False
Question The inanimate environment do not constitutes of all the non living features
that are present in the service encounter.

Question Which of the following concepts questions how time will affect the unique and
permanent quality of the sender or the brand?

Question What does 'H' in CHAOS mean?
Correct Answer Havoc
Match The Following
An attention paid to customer by waiter Satisfied hotel customer.
CIT Methodology Collecting critical incidents data.
SAS Customer driven airline.
Good customer encounter Increase in brand loyalty.
Question The interest of employee's in doing service related work which is reflected in
their attitude towards serving customers is known as :-
Correct Answer Service inclination
Question What is defined as the sum of all the perceived benefits minus the sum of all the
perceived service outlays?
Correct Answer Net value
True/False
Question The greater the number of different services a customer purchases from a single
supplier, the closer the relationship.
Correct Answer True
Your Answer True
Question People are emotionally connected to a brand for following reasons:-
Correct Answer Admirable brand , Intense brand , Unique brand
Your Answer Admirable brand , Intense brand , Unique brand
Select The Blank

Question In case of services whose technical quality can not correctly evaluated ________
used as signal of quality.
Correct Answer Courtesy

Service Marketing

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Multiple Choice Single Answer

Question It is an alliance made visible :-

Multiple Choice Multiple Answer

Select The Blank

Multiple Choice Single Answer

Multiple Choice Multiple Answer

Match The Following

Service blue print Top down and bottom up approach

Service process Element of extended marketing mix

Service are Intangibles

Match The Following

Service operation Service personnel & physical facilities.

Servuction Model Visible & invisible factors

FedEx Corporation All the sides of a triangle well aligned.

Select The Blank

Multiple Choice Single Answer

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Multiple Choice Single Answer

Multiple Choice Single Answer

Multiple Choice Multiple Answer

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Multiple Choice Multiple Answer

Multiple Choice Single Answer

Multiple Choice Single Answer

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Multiple Choice Multiple Answer

Multiple Choice Multiple Answer

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Multiple Choice Single Answer

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Multiple Choice Multiple Answer

Multiple Choice Single Answer

Multiple Choice Multiple Answer

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Multiple Choice Single Answer

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Match The Following

Tangibles Dress, employee appearance

Multiple Choice Single Answer

Multiple Choice Single Answer

Select The Blank

Multiple Choice Multiple Answer

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Multiple Choice Multiple Answer

Select The Blank

Match The Following

Infosys Uses brand earnings model

Super brands Marcel Knobil

Councils of Super brands Indonesia, Netherlands, Portugal

Super brand's juggernaut UK, France, Germany

Multiple Choice Multiple Answer

Select The Blank