Documents
Resources
Learning Center
Upload
Plans & pricing Sign in
Sign Out

SERVICE MAKRKETING _ BRAND MANAGEMNT

VIEWS: 24 PAGES: 363

									        LIST OF ATTEMPTED QUESTIONS AND ANSWERS


Multiple Choice Single Answer
Question       It is an alliance made visible :-
Correct Answer           Co branding
Your Answer Co branding


 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
  Your Answer True


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
Your 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.
Your Answer Adaptability.


True/False
Question     Coupons cannot be printed on the backs of ATM receipts.
Correct Answer     False
Your Answer True


Multiple Choice Single Answer
 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
 Your Answer Brand identity


Multiple Choice Multiple Answer
Question       The important aspects of tangible dimension of Quality are:-
Correct Answer          Employee appearance , Dress
Your Answer Employee appearance , Dress


True/False
Question     Goods are sold first and then produced and consumed simultaneously.
Correct Answer      False
Your Answer False


Match The Following
Question       Correct Answer Your Answer
Application of service blue print Computer systems analysis          Top down and bottom up approach

Service blue print       Top down and bottom up approach             Computer systems analysis

Service processElement of extended marketing mix            Element of extended marketing mix

Service are     Intangibles      Intangibles



Match The Following
Question       Correct Answer Your Answer

Service operation        Service personnel & physical facilities.    Service personnel & physical facilities.

Servuction Model         Visible & invisible factors        Visible & invisible factors

FedEx Corporation        All the sides of a triangle well aligned.   All the sides of a triangle well aligned.

The inanimate environment        All the non living features of service encounter. 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
 Your Answer True


 Multiple Choice Multiple Answer
  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.
  Your Answer To identify dissatisfied customers. , To monitor & track service performance. , To identify
satisfied customers.


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


True/False
Question     Frontline employees are key to a brand's success.
Correct Answer       True
Your Answer True


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


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


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


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


Multiple Choice Single Answer
 Question       It is a common element that sends a single message amid the wide variety of its
products, actions and slogans :-
 Correct Answer           Brand identity
 Your Answer Brand identity


 Multiple Choice Multiple Answer
 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.
 Your 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
Your Answer Multi dimensional


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


Multiple Choice Single Answer
Question       The type of facility based failures that are most likely to occur is:-
Correct Answer          Cleanliness issue
Your 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
 Your Answer True


Multiple Choice Single Answer
Question       This phenomenon is inherent in the luxury goods sector :-
Correct Answer          Brand Extension
Your Answer Line extension


Select The Blank
Question       One of the greatest benefits of blue printing is ________.
Correct Answer         Education
Your Answer Understanding


True/False
Question     Responsiveness does refers to non willingness to help customers.
Correct Answer     False
Your Answer False


Multiple Choice Multiple Answer
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       Service employees basically perform ________ functions.
Correct Answer         Marketing
Your Answer Sales


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


Select The Blank
Question       The customers can be ________ to address their needs.
Correct Answer        Educated
Your Answer Educated


Multiple Choice Multiple Answer
Question       Service skills and interactive training is required for:-
Correct Answer          Managers , Supporting the staff , Front line employee
Your Answer Front line employee , Managers
Multiple Choice Multiple Answer
 Question      Communities can be created offline through which of the following techniques?
 Correct Answer         Community based grass root events , Customer contests , Membership
organisations
 Your Answer Membership organisations , Community based grass root events , Customer contests


Multiple Choice Single Answer
 Question      Which brand strategy has the ability to provide a two tiered sense of difference and
depth?
 Correct Answer         Source brand strategy
 Your Answer Range brand strategy


Multiple Choice Multiple Answer
Question       Key elements of 'NPV of future earnings ' model are:-
Correct Answer          Financial forecasting , Role of branding , Brand risk
Your Answer Sales forecasting , Role of branding , Brand risk


True/False
Question     For a retailer, brand is a means and not a necessity.
Correct Answer       True
Your 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
 Your Answer Brand


Select The Blank
Question       ________ means the set of values feeding the brand's inspiration.
Correct Answer       Culture
Your Answer Culture


Select The Blank
Question       Creating ________ is the ultimate objective behind building a brand.
Correct Answer         Apostles
Your Answer Apostles


True/False
Question     Services are intangibles.
Correct Answer       True
Your Answer True


Multiple Choice Single Answer
 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
 Your Answer Generic name


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


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


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


Multiple Choice Multiple Answer
Question       Various uses of the company's physical evidence are:-
Correct Answer          Means for differentiation , Packaging , Socialising
Your Answer Means for differentiation , Socialising , Designing


True/False
 Question       Well dressed individuals are perceived as more intelligent, better workers and more
pleasant to engage in interactions.
 Correct Answer          True
 Your Answer True


Multiple Choice Single Answer
Question       Which of the following is the characteristic of goods?
Correct Answer          Inventoried.
Your Answer Sepratability.



        LIST OF ATTEMPTED QUESTIONS AND ANSWERS


Multiple Choice Single Answer
Question       A brand must correspond to only one product. This is called :-
Correct Answer          Procterian dogma
Your Answer Procterian dogma


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


Multiple Choice Multiple Answer
Question       Countries who are members of SUPER BRAND are:-
Correct Answer          India , Hong Kong , Australia
Your Answer Hong Kong , Singapore , Australia


True/False
Question     Two major dimensions of Y & R model are: leadership and stability.
Correct Answer     False
Your Answer True


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


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


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


Multiple Choice Single Answer
Question       Goods can be :-
Correct Answer          Standardized.
Your Answer Standardized.


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


Multiple Choice Multiple Answer
Question       Personal sources of information are :-
Correct Answer          Family , Friends , Opinion Leaders
Your Answer Family , Friends , Radio
 Multiple Choice Multiple Answer
 Question       CIT study helpful in :-
 Correct Answer          Finding opportunities for future improvement. , Redesigning service delivery
system. , To make more customer centric service firm
 Your Answer Finding opportunities for future improvement. , Redesigning service delivery system. , To
make more customer centric service firm


Multiple Choice Single Answer
 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
 Your Answer Brand identity


 Multiple Choice Single Answer
 Question       This method is used when valuing your own brand image for inclusion in the balance
sheet :-
 Correct Answer          Historic cost method
 Your Answer NPV of future earnings


True/False
Question     A brand should strive to create a sense of community.
Correct Answer      True
Your Answer True


Match The Following
Question       Correct Answer Your Answer

Tangibles       Dress, employee appearance          Dress, employee appearance

Employee motivation     Mission statement           Social skill, Likeability

Empowerment Authority to employee         Authority to employee

Service orientation     Social skill, Likeability   Mission statement



True/False
 Question      The business strategy in a production line organisation is one of Differentiation and
Customisation.
 Correct Answer       False
 Your Answer False


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
 Your Answer True
Multiple Choice Single Answer
 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
 Your Answer Surplus


Multiple Choice Single Answer
Question       Which knowledge is essential for building winning brands?
Correct Answer          Customer
Your 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
 Your Answer False


Select The Blank
Question       Brand's ________ are a measure of potential profitability.
Correct Answer         Earnings
Your Answer Value


Multiple Choice Multiple Answer
Question       The value of brand equity is a function of :-
Correct Answer          Age of the brand , Cumulative advertising , Order of entry into the market
Your Answer Age of the brand , Age of competitor's brand


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


Multiple Choice Multiple Answer
Question       Various media options available to a service marketer are:-
Correct Answer          Magazines , Flyers , Radio
Your Answer Magazines , Flyers , Radio


Multiple Choice Single Answer
Question       D in AIDA stands for :-
Correct Answer          Desire
Your Answer Direction


Select The Blank
Question       ________ helps usage extension.
Correct Answer       Co-branding
Your Answer Brand extension
Match The Following
Question       Correct Answer Your Answer

Infosys Uses brand earnings model        Uses brand earnings model

Super brands    Marcel Knobil    Marcel Knobil

Councils of Super brands         Indonesia, Netherlands, Portugal          A C Neilsen

Super brand's juggernaut         UK, France, Germany      Indonesia, Netherlands, Portugal



Multiple Choice Multiple Answer
Question       Service blue print supports which approaches to quality improvement?
Correct Answer          Top down , Bottom up
Your Answer Left to Right , Right to Left


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


True/False
Question     A shelf without the favourite market brands is unattractive in the eyes of the customers.
Correct Answer       True
Your Answer True


True/False
Question     Services can easily stored.
Correct Answer       False
Your Answer False


Multiple Choice Multiple Answer
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
Your Answer Smile , Look into customer's eye , Listening


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


Select The Blank
Question       Customer ________ is essential to building winning brands.
Correct Answer       Knowledge
Your Answer Involvement
Select The Blank
Question       The ________ has made world wide brand building easier.
Correct Answer        Internet
Your Answer Internet


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


Multiple Choice Multiple Answer
Question       The visible components of service operations are :-
Correct Answer          Service personnel , Equipments , Physical facilities
Your Answer Equipments , Physical facilities , Other intangibles


 Select The Blank
  Question      A strong brand ________ gives relevant, differentiated, purchase motivating benefit to
the target customer
  Correct Answer        Promise
  Your Answer Awareness


Multiple Choice Multiple Answer
Question       Various value based pricing are:-
Correct Answer          Service guarantees , Flat rate pricing
Your Answer Service guarantees , Flat rate pricing


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


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


 Multiple Choice Single Answer
  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
  Your Answer Cues-response


True/False
Question     Gap Model is developed by Zeithaml & Bitner.
Correct Answer     True
Your Answer True
 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
  Your Answer True


Multiple Choice Single Answer
Question       It promises a relevant, differentiated purchase motivating benefit to the target customer :-
Correct Answer          Strong brand
Your Answer Strong brand


True/False
Question     Service industry is a zero growth industry.
Correct Answer       False
Your Answer False


        LIST OF ATTEMPTED QUESTIONS AND ANSWERS


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


Select The Blank
Question       Brand's ________ is a measure of its reliability of its future earnings.
Correct Answer         Strength
Your Answer Value


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


Multiple Choice Single Answer
Question       The following is new core products for markets that have not been previously defined :-
Correct Answer          Major Service Innovations
Your Answer Major Service Innovations


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


Select The Blank
Question       Educate customers to understand their ________ & perform them better.
 Correct Answer         Roles
 Your Answer Roles


Multiple Choice Single Answer
Question       Use of multisite location is used to provide services in case of :-
Correct Answer          Bank ATMs.
Your Answer Bank ATMs.


True/False
Question     Services are sold first and then produced and consumed simultaneously.
Correct Answer       True
Your Answer True


True/False
Question     Blue printing offers an excellent way to understand customer's service experience.
Correct Answer       False
Your Answer True


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


True/False
Question     The corporate culture must reinforce the brand essence, promise and personality.
Correct Answer      True
Your Answer True


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


Select The Blank
Question       Increase in service industry is due ________.
Correct Answer         To resource scarcity.
Your Answer To simplicity of life.


Multiple Choice Single Answer
Question       Organisation that communicates heavily through physical evidence is :-
Correct Answer          Resorts
Your Answer Resorts


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
  Your Answer True


Select The Blank
Question       ________ is the main focus of brand advertising.
Correct Answer       Personality
Your Answer Self image


Multiple Choice Single Answer
Question       It is the satisfaction linked attractiveness of the brand in its relationship with society :-
Correct Answer           Ethical
Your Answer Idealistic


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


Multiple Choice Multiple Answer
Question       Stores add value to the product by following features:-
Correct Answer          Free home delivery , Gift wrapping , Customised advice
Your Answer Free home delivery , Gift wrapping , Customised advice


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


Match The Following
Question       Correct Answer Your Answer

Issue of Airline miles in return for a purchase      Couponing         Public relations

Face to face communication         Personal selling Personal selling

Fund raising, recognition and reward programs Public relations Advertising

Samples, coupons, gifts etc        Sales promotion            Couponing



True/False
Question     Brand stature is a combination of esteem and knowledge.
Correct Answer       True
Your Answer True


True/False
 Question     Service pricing strategies are often unsuccessful.
 Correct Answer       True
 Your Answer True


Select The Blank
Question       Individualized attention given to customers refers to ________.
Correct Answer         Empathy
Your Answer Empathy


 Multiple Choice Multiple Answer
 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
 Your Answer Greater freedom of movement , Least expensive way of giving substance to the company
name , Responsible for the guarantee


Multiple Choice Single Answer
Question       Service quality is a critical component of :-
Correct Answer          Customer perception.
Your 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
  Your Answer True


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


Multiple Choice Single Answer
Question       For services its quality depends on :-
Correct Answer          Consumer's Perception
Your Answer Consumer's Perception


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
 Your Answer True


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


 Multiple Choice Multiple Answer
  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.
  Your Answer Explicit service promises. , Implicit service promises. , Avoid engaging in price.


Multiple Choice Single Answer
 Question      Major Process Innovations consists of :-
 Correct Answer         New process to deliver existing core products in new ways with additional
benefits.
 Your 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
Your Answer True


Match The Following
Question       Correct Answer Your Answer

An attention paid to customer by waiter Satisfied hotel customer.             Satisfied hotel customer.

CIT Methodology          Collecting critical incidents data. Collecting critical incidents data.

SAS     Customer driven airline. Customer driven airline.

Good customer encounter          Increase in brand loyalty.          Increase in brand loyalty.



 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
  Your Answer Support process


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


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


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


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


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


Multiple Choice Multiple Answer
Question       Names of customer relationship building approaches are:-
Correct Answer          Financial benefits , Structural ties , Social benefits
Your Answer Financial benefits , Social benefits , Cultural benefits


Multiple Choice Multiple Answer
Question       Which of the following are poor differentiators of profitability?
Correct Answer          Price , Product functions , Product features
Your Answer Product features , Emotional benefits


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


Multiple Choice Multiple Answer
Question       What are the social facets of brand identity prism?
Correct Answer          Physique , Relationship , Reflection
Your Answer Relationship , Culture , Reflection


Multiple Choice Multiple Answer
 Question      Advantages of Source brand strategy are:-
 Correct Answer         Products are directly named , Ability to provide difference , Ability to provide
depth
 Your Answer Products are directly named , Ability to provide difference , Ability to provide depth



        LIST OF ATTEMPTED QUESTIONS AND ANSWERS
Multiple Choice Multiple Answer
Question       Types of competition based pricing are:-
Correct Answer          Price leadership , Negotiation
Your Answer Price leadership , Negotiation


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
 Your Answer True


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


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


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


Match The Following
Question       Correct Answer Your Answer

Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services

Example of purchasing space from another provider          Shopper's stop in a big shopping mall
      Shopper's stop in a big shopping mall

Problems with intermediaries      Difficulty controlling quality and consistency across outlets
       Difficulty controlling quality and consistency across outlets

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



Multiple Choice Single Answer
Question       Services faces difficulties in :-
Correct Answer          Displaying
Your Answer Fabricating
Multiple Choice Multiple Answer
Question       Front end planning involves :-
Correct Answer          Business Strategy Development. , Idea Generation. , Business Analysis.
Your Answer Business Strategy Development. , Idea Generation. , Business Analysis.


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


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


 True/False
 Question         Servuction Model used to illustrate the factors that influence the service experience are
visible & invisible to customers.
 Correct Answer            True
 Your Answer True


True/False
Question     Product planners need to include three components in the design of the service offering.
Correct Answer       True
Your Answer True


Multiple Choice Multiple Answer
Question       Various media options available to a service marketer are:-
Correct Answer          Magazines , Flyers , Radio
Your Answer Magazines , Flyers , Radio


True/False
Question     The pricing of services is difficult.
Correct Answer       True
Your Answer False


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


Multiple Choice Multiple Answer
 Question      Reasons for growth of service industry are as follows :-
 Correct Answer         Increase in per capita income. , More leisure time. , Increase in health
awareness.
 Your 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
Your Answer Reliable


Multiple Choice Single Answer
Question       For services its quality depends on :-
Correct Answer          Consumer's Perception
Your Answer Consumer's Perception


 Select The Blank
 Question       Market research used to determine ________ of derived service expectations & their
requirements.
 Correct Answer         Sources
 Your Answer Reliability


Multiple Choice Multiple Answer
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.
Your Answer It can not be touched. , It can not be stored. , It can not be readily displayed.


True/False
Question     For a retailer, brand is a means and not a necessity.
Correct Answer       True
Your Answer True


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


Multiple Choice Single Answer
Question       A legally protected brand name or brand mark is called :-
Correct Answer          Trademark
Your Answer Trademark


Select The Blank
Question       Performance of services is ________.
Correct Answer        Intangible.
Your Answer Intangible.


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


Multiple Choice Single Answer
Question       Goods can be :-
Correct Answer          Standardized.
Your Answer Standardized.


Select The Blank
Question       In case of services ________ can not be separated from consumption.
Correct Answer         Production.
Your Answer Selling.


Multiple Choice Single Answer
Question       The Molecular Model is developed by :-
Correct Answer          Lynn Shostack.
Your Answer Lynn Shostack.


Select The Blank
 Question      The problem with umbrella brand strategy stems from the failure to appreciate its
________.
 Correct Answer       Demand
 Your Answer Demand


True/False
Question     The firm do not collects & documents complaints from customers.
Correct Answer       False
Your Answer False


True/False
 Question        Re-engineering is one of the most difficult strategies to implement in organisations that
are traditional.
 Correct Answer         True
 Your Answer True


Match The Following
Question       Correct Answer Your Answer

Television Broadcasting.         Channel 7.       Channel 7.

Railroad Transportation.Konkan Railway.           Konkan Railway.

Education Services.      Indian Institute of Management. Indian Institute of Management.

Retail Trade.   Food World.      Food World.
Multiple Choice Single Answer
Question       Services are :-
Correct Answer          Not tangible
Your Answer Not tangible


True/False/
Question     Profound customer knowledge is essential to building winning brands
Correct Answer      True
Your Answer True


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


Multiple Choice Single Answer
Question       Use of multisite location is used to provide services in case of :-
Correct Answer          Bank ATMs.
Your Answer Bank ATMs.


Multiple Choice Single Answer
Question       Services :-
Correct Answer          Can not inventoried.
Your Answer Can not inventoried.


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


Multiple Choice Multiple Answer
 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
 Your Answer Hire the right people , Provide the needed support system , Retain the best people


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
 Your Answer Brand


True/False
Question     Services are intangibles.
Correct Answer       True
 Your Answer True


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


Multiple Choice Multiple Answer
Question       Strategies used to implement a culture of internal service quality are:-
Correct Answer          Internal service guarantees , Internal customer service audits
Your Answer Internal service guarantees , Internal customer service audits


 Multiple Choice Single Answer
 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 :-
 Correct Answer          Brand Extension
 Your Answer Brand Extension


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


Multiple Choice Single Answer
Question       The effectiveness of the service can be judged on the basis of its :-
Correct Answer          Outcome.
Your Answer Outcome.



       LIST OF ATTEMPTED QUESTIONS AND ANSWERS


Multiple Choice Multiple Answer
Question       Types of competition based pricing are:-
Correct Answer          Price leadership , Negotiation
Your Answer Price leadership , Negotiation


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
 Your Answer True


Multiple Choice Single Answer
Question       High contact services tend to be :-
Correct Answer          Those in which customer visit the service facility in person.
Your Answer Those in which customer visit the service facility in person.
Multiple Choice Multiple Answer
Question       The visible components of service operations are :-
Correct Answer          Service personnel , Equipments , Physical facilities
Your Answer Service personnel , Equipments , Physical facilities


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


Match The Following
Question       Correct Answer Your Answer

Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services

Example of purchasing space from another provider          Shopper's stop in a big shopping mall
      Shopper's stop in a big shopping mall

Problems with intermediaries      Difficulty controlling quality and consistency across outlets
       Difficulty controlling quality and consistency across outlets

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



Multiple Choice Single Answer
Question       Services faces difficulties in :-
Correct Answer          Displaying
Your Answer Fabricating


Multiple Choice Multiple Answer
Question       Front end planning involves :-
Correct Answer          Business Strategy Development. , Idea Generation. , Business Analysis.
Your Answer Business Strategy Development. , Idea Generation. , Business Analysis.


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


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


True/False
Question         Servuction Model used to illustrate the factors that influence the service experience are
visible & invisible to customers.
 Correct Answer            True
 Your Answer True


True/False
Question     Product planners need to include three components in the design of the service offering.
Correct Answer       True
Your Answer True


Multiple Choice Multiple Answer
Question       Various media options available to a service marketer are:-
Correct Answer          Magazines , Flyers , Radio
Your Answer Magazines , Flyers , Radio


True/False
Question     The pricing of services is difficult.
Correct Answer       True
Your Answer False


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


Multiple Choice Multiple Answer
 Question      Reasons for growth of service industry are as follows :-
 Correct Answer         Increase in per capita income. , More leisure time. , Increase in health
awareness.
 Your 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
Your Answer Reliable


Multiple Choice Single Answer
Question       For services its quality depends on :-
Correct Answer          Consumer's Perception
Your Answer Consumer's Perception


 Select The Blank
 Question       Market research used to determine ________ of derived service expectations & their
requirements.
 Correct Answer         Sources
 Your Answer Reliability
Multiple Choice Multiple Answer
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.
Your Answer It can not be touched. , It can not be stored. , It can not be readily displayed.


True/False
Question     For a retailer, brand is a means and not a necessity.
Correct Answer       True
Your Answer True


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


Multiple Choice Single Answer
Question       A legally protected brand name or brand mark is called :-
Correct Answer          Trademark
Your Answer Trademark


Select The Blank
Question       Performance of services is ________.
Correct Answer        Intangible.
Your Answer Intangible.


 Select The Blank
  Question      Neither ________ service nor its supplementary elements are delivered continuously
throughout the duration of service performance.
  Correct Answer        Core
  Your Answer Core


True/False
Question     The vandals resort to physical abuse or damage of property.
Correct Answer      True
Your Answer True


Multiple Choice Single Answer
Question       Goods can be :-
Correct Answer          Standardized.
Your Answer Standardized.


Select The Blank
Question       In case of services ________ can not be separated from consumption.
Correct Answer         Production.
Your Answer Selling.


Multiple Choice Single Answer
 Question     The Molecular Model is developed by :-
 Correct Answer      Lynn Shostack.
 Your Answer Lynn Shostack.


Select The Blank
 Question      The problem with umbrella brand strategy stems from the failure to appreciate its
________.
 Correct Answer       Demand
 Your Answer Demand


True/False
Question     The firm do not collects & documents complaints from customers.
Correct Answer       False
Your Answer False


True/False
 Question        Re-engineering is one of the most difficult strategies to implement in organisations that
are traditional.
 Correct Answer         True
 Your Answer True


Match The Following
Question       Correct Answer Your Answer

Television Broadcasting.         Channel 7.       Channel 7.

Railroad Transportation.Konkan Railway.           Konkan Railway.

Education Services.      Indian Institute of Management. Indian Institute of Management.

Retail Trade.   Food World.      Food World.



Multiple Choice Single Answer
Question       Services are :-
Correct Answer          Not tangible
Your Answer Not tangible


True/False
Question     Profound customer knowledge is essential to building winning brands
Correct Answer      True
Your Answer True


 Select The Blank
 Question          In case of services whose technical quality can not correctly evaluated ________ used as
signal of quality.
 Correct Answer            Courtesy
 Your Answer Credibility
Multiple Choice Single Answer
Question       Use of multisite location is used to provide services in case of :-
Correct Answer          Bank ATMs.
Your Answer Bank ATMs.


Multiple Choice Single Answer
Question       Services :-
Correct Answer          Can not inventoried.
Your Answer Can not inventoried.


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


Multiple Choice Multiple Answer
 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
 Your Answer Hire the right people , Provide the needed support system , Retain the best people


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
 Your Answer Brand


True/False
Question     Services are intangibles.
Correct Answer       True
Your Answer True


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


Multiple Choice Multiple Answer
Question       Strategies used to implement a culture of internal service quality are:-
Correct Answer          Internal service guarantees , Internal customer service audits
Your Answer Internal service guarantees , Internal customer service audits


 Multiple Choice Single Answer
 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 :-
 Correct Answer          Brand Extension
 Your Answer Brand Extension
Multiple Choice Multiple Answer
Question       Internal brand culture is composed of:-
Correct Answer          Language used , Beliefs and attitudes of staff , Organisational structure
Your Answer Beliefs and attitudes of staff , Organisational structure


Multiple Choice Single Answer
Question       The effectiveness of the service can be judged on the basis of its :-
Correct Answer          Outcome.
Your Answer Outcome.



        LIST OF ATTEMPTED QUESTIONS AND ANSWERS


Select The Blank
 Question       Service industries who follow traditional practices, service personnel are the ________
on the corporate ladder.
 Correct Answer          Lowest
 Your Answer Lowest


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


Multiple Choice Multiple Answer
Question       Stores add value to the product by following features:-
Correct Answer          Free home delivery , Gift wrapping , Customised advice
Your Answer Free home delivery , Gift wrapping , Customised advice


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


Multiple Choice Single Answer
Question       It is a measure of brand's reliability of its future earnings :-
Correct Answer          Strength
Your Answer Strength


Multiple Choice Single Answer
 Question        These messages often include promises about the benefits that customers will receive
and the quality of service delivery :-
 Correct Answer           Communication
 Your Answer Communication
Multiple Choice Multiple Answer
Question       Communication dimension of service quality includes :-
Correct Answer          Listening to customers. , Keeping them informed. , Simple language to be used.
Your Answer Listening to customers. , Keeping them informed. , Simple language to be used.


Multiple Choice Single Answer
 Question      In this brand strategy the brand communicates in a generic manner by developing its
unique brand concept :-
 Correct Answer         Range brand strategy
 Your Answer Range brand strategy


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


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


Multiple Choice Multiple Answer
Question       The three overlapping subsystems are :-
Correct Answer          Service operations , Service delivery , Service marketing
Your Answer Service operations , Service delivery , Service marketing


Select The Blank
Question       ________ means the set of values feeding the brand's inspiration.
Correct Answer       Culture
Your Answer Culture


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
 Your Answer Internally


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


Multiple Choice Multiple Answer
Question       Advantages of Umbrella brand are:
Correct Answer          Capitalisation on one single name , Economies of scale on an international level
Your Answer Capitalisation on one single name , Economies of scale on an international level
Multiple Choice Single Answer
Question       It is the outward expression of the brand's inner substance :-
Correct Answer           Brand message
Your Answer Brand message


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


Match The Following
Question       Correct Answer Your Answer

Issue of Airline miles in return for a purchase   Couponing           Couponing

Face to face communication        Personal selling Personal selling

Fund raising, recognition and reward programs Public relations Advertising

Samples, coupons, gifts etc       Sales promotion          Sales promotion



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


Multiple Choice Multiple Answer
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
Your Answer Blame the colleagues , Show favoritism , Promise what you can not perform


 Multiple Choice Single Answer
 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
 Your Answer Evaluation


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


 True/False
 Question         Servuction Model used to illustrate the factors that influence the service experience are
visible & invisible to customers.
 Correct Answer            True
 Your Answer True


True/False
Question     Levels of customer contact is used as variable in services classification.
Correct Answer       True
Your Answer True


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


 Multiple Choice Single Answer
  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
  Your Answer Franchising


Multiple Choice Single Answer
Question       Service encounter may takes place between customers and :-
Correct Answer          Service employees.
Your Answer Service employees.


Match The Following
Question       Correct Answer Your Answer

Service operation        Service personnel & physical facilities.    Service personnel & physical facilities.

Servuction Model         Visible & invisible factors        Visible & invisible factors

FedEx Corporation        All the sides of a triangle well aligned.   All the sides of a triangle well aligned.

The inanimate environment         All the non living features of service encounter. All the non living
features of service encounter.



True/False
Question     Advertising and public relations can be effective in encouraging evaluation and trial.
Correct Answer       False
Your Answer True


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


Select The Blank
 Question     Performance of services is ________.
 Correct Answer      Intangible.
 Your Answer Intangible.


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


True/False
 Question      The business strategy in a production line organisation is one of Differentiation and
Customisation.
 Correct Answer       False
 Your Answer False


True/False
Question     The corporate culture must reinforce the brand essence, promise and personality.
Correct Answer      True
Your Answer True


True/False
Question     Service industry is a zero growth industry.
Correct Answer       False
Your Answer False


Select The Blank
 Question      When customers evaluate competing service, they are comparing the relative
________ value.
 Correct Answer      Net
 Your 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
  Your Answer True


True/False
Question     Front office automation has also revolutionised the sales function.
Correct Answer        True
Your Answer True


Multiple Choice Single Answer
Question       Consumer judges the quality of services on the basis of :-
Correct Answer          Outcome was delivered.
Your Answer Outcome was delivered.
 Multiple Choice Multiple Answer
 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
 Your Answer Asking clients what they expect , Enquiring the particular aspects of service , Requesting
client to provide ranking as per his requirements


True/False
Question     For a retailer, brand is a means and not a necessity.
Correct Answer       True
Your Answer True


True/False
Question     Reflecting the customer as he or she is the target.
Correct Answer       False
Your Answer True


True/False
 Question       Well dressed individuals are perceived as more intelligent, better workers and more
pleasant to engage in interactions.
 Correct Answer          True
 Your Answer True


True/False
Question     Growth in service sector is due to launch of new products.
Correct Answer      True
Your Answer False


Multiple Choice Multiple Answer
Question       What are the internal facets of brand identity prism?
Correct Answer          Personality , Culture , Self image
Your Answer Personality , Culture , Self image


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


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



Multiple Choice Multiple Answer
Question       What are the social facets of brand identity prism?
Correct Answer          Physique , Relationship , Reflection
 Your Answer Physique , Relationship , Reflection


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
 Your Answer True


Multiple Choice Multiple Answer
Question       Countries who are members of SUPER BRAND are:-
Correct Answer          India , Hong Kong , Australia
Your Answer India , Hong Kong , Australia


Multiple Choice Single Answer
Question       Services are :-
Correct Answer          Not tangible
Your Answer Not tangible


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


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


Multiple Choice Single Answer
Question       The number of interlinked groups that work together in Service Marketing Triangle are :-
Correct Answer          Three
Your Answer Three


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


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


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
 Your Answer True


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


 True/False
 Question         Servuction Model used to illustrate the factors that influence the service experience are
visible & invisible to customers.
 Correct Answer            True
 Your Answer True


Multiple Choice Single Answer
Question       For services its quality depends on :-
Correct Answer          Consumer's Perception
Your Answer Consumer's Perception


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


Multiple Choice Single Answer
 Question      In this brand strategy the brand communicates in a generic manner by developing its
unique brand concept :-
 Correct Answer         Range brand strategy
 Your Answer Range brand strategy


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


Multiple Choice Single Answer
Question       Goods can be :-
Correct Answer          Standardized.
Your Answer Standardized.


Multiple Choice Multiple Answer
  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.
  Your Answer To identify dissatisfied customers. , To monitor & track service performance. , To forecast
future expectations of customers.


 Select The Blank
 Question       When customers evaluate competing service, they are comparing the relative ________
value.
 Correct Answer       Net
 Your Answer Net


Multiple Choice Single Answer
 Question      Which brand strategy has the ability to provide a two tiered sense of difference and
depth?
 Correct Answer         Source brand strategy
 Your Answer Source brand strategy


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


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


Multiple Choice Single Answer
Question       The difference between the two levels of expectations is called as :-
Correct Answer          The zone of tolerance
Your Answer The zone of tolerance


True/False
Question     Internal procedures must support quality service performance.
Correct Answer        True
Your Answer True


Multiple Choice Single Answer
Question       The Service Marketing Triangle have evolved by :-
Correct Answer          Mary Jo Bitner
Your Answer Mary Jo Bitner


Select The Blank
Question       ________ help us in achieving our mission and vision.
Correct Answer       Values
Your Answer Values
 True/False
 Question         The interbrand approach measures the consumer's perception of the brand which is
critical for marketing decision making.
 Correct Answer           False
 Your Answer False


Select The Blank
Question       ________ means the set of values feeding the brand's inspiration.
Correct Answer       Culture
Your Answer Culture


Match The Following
Question       Correct Answer Your Answer

USP     Unique selling proposition         Unique selling proposition

Extraneous factor        Fantasised identity       Fantasised identity

Brand signals   Sponsoring, patronage Sponsoring, patronage

Relationship aspect      Banks and services        Banks and services



True/False
Question     Brand stature is a combination of esteem and knowledge.
Correct Answer       True
Your Answer True


Multiple Choice Single Answer
Question       It is a measure of brand's reliability of its future earnings :-
Correct Answer          Strength
Your Answer Strength


 True/False
 Question     Empathy is non ability to provide caring individualized attention the firm provides its
customers.
 Correct Answer     False
 Your Answer False


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


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
 Your Answer True


Select The Blank
Question       ________ helps usage extension.
Correct Answer       Co-branding
Your Answer Brand extension


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


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


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


Multiple Choice Single Answer
Question       Numerous forms of communication, collectively referred as the marketing :-
Correct Answer          Communication mix
Your Answer Communication mix


True/False
Question     Service pricing strategies are often unsuccessful.
Correct Answer       True
Your Answer True


Match The Following
Question       Correct Answer Your Answer

The inanimate environment        All the non living features of service encounter. All the non living
features of service encounter.

Service operation        Service personnel & physical facilities.    Service personnel & physical facilities.

Servuction Model         Visible & invisible factors        Visible & invisible factors

FedEx Corporation        All the sides of a triangle well aligned.   All the sides of a triangle well aligned.



Multiple Choice Single Answer
 Question     Services :-
 Correct Answer       Can not inventoried.
 Your Answer Can not inventoried.


Multiple Choice Multiple Answer
Question       Stores add value to the product by following features:-
Correct Answer          Free home delivery , Gift wrapping , Customised advice
Your Answer Free home delivery , Gift wrapping , Customised advice


True/False
 Question       Stimulus Response approach and Formula approach takes into consideration customer
questions and individual customer needs.
 Correct Answer         False
 Your Answer False


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


 Multiple Choice Multiple Answer
 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
 Your Answer Greater freedom of movement , Least expensive way of giving substance to the company
name , Responsible for the guarantee


        LIST OF ATTEMPTED QUESTIONS AND ANSWERS


True/False
Question     Reflection provides a model with which to identify.
Correct Answer       True
Your Answer True


Select The Blank
Question       In case of services ________ can not be separated from consumption.
Correct Answer         Production.
Your Answer Selling.


True/False
Question     Two major dimensions of Y & R model are: leadership and stability.
Correct Answer     False
Your Answer True


 Select The Blank
 Question       The loss of quality control may also be accompanied by the ________ over operating
costs.
 Correct Answer      Loss of control
 Your Answer Loss of revenue


Match The Following
Question       Correct Answer Your Answer

Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services

Example of purchasing space from another provider          Shopper's stop in a big shopping mall
      Shopper's stop in a big shopping mall

Problems with intermediaries      Difficulty controlling quality and consistency across outlets
       Difficulty controlling quality and consistency across outlets

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



Multiple Choice Single Answer
Question       For services its quality depends on :-
Correct Answer          Consumer's Perception
Your Answer Consumer's Perception


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


Multiple Choice Single Answer
Question       Goods can be :-
Correct Answer          Standardized.
Your Answer Simultaneously produced & consumed.


Multiple Choice Single Answer
Question       Strategies for enabling service promises are often referred to as :-
Correct Answer          Internal marketing
Your Answer Vertical marketing


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


Multiple Choice Single Answer
Question       High contact services tend to be :-
Correct Answer          Those in which customer visit the service facility in person.
Your Answer Those in which customer visit the service facility in person.
Select The Blank
Question       Sometimes employees can give ________ service spontaneously.
Correct Answer        Extra
Your Answer Extra


Multiple Choice Multiple Answer
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
Your Answer Smile , Look into customer's eye , Listening


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


Select The Blank
Question       Increase in service industry is due ________.
Correct Answer         To resource scarcity.
Your Answer To resource scarcity.


Multiple Choice Single Answer
Question       It creates a relationship and a strong bond with the customer that grows over time :-
Correct Answer          Brand equity
Your Answer Brand loyalty


Multiple Choice Single Answer
Question       Services are :-
Correct Answer          Not tangible
Your Answer Not tangible


Select The Blank
 Question      The problem with umbrella brand strategy stems from the failure to appreciate its
________.
 Correct Answer       Demand
 Your Answer Quality


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


 True/False
  Question     For services all three marketing activities represented by the sides of triangle are critical
to success.
  Correct Answer       True
  Your Answer True
Multiple Choice Multiple Answer
 Question      Following are the examples of Style changes :-
 Correct Answer         Repainting retail branches. , Vehicles in new colour schemes. , Outfitting service
employees in new uniforms.
 Your Answer Repainting retail branches. , Vehicles in new colour schemes. , Outfitting service
employees in new uniforms.


 Multiple Choice Multiple Answer
  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
  Your Answer Manufacturer , Customer


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


Multiple Choice Multiple Answer
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.
Your Answer It can not be touched. , It can not be readily displayed.


Multiple Choice Single Answer
Question       The effectiveness of the service can be judged on the basis of its :-
Correct Answer          Outcome.
Your Answer Outcome.


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


Select The Blank
Question       The ________ has made world wide brand building easier.
Correct Answer        Internet
Your Answer Internet


Multiple Choice Single Answer
Question       Jan Carlzon the former CEO of SAS made his firm from operation driven to :-
Correct Answer          Customer driven airline.
Your Answer Marketing driven airline.


Select The Blank
Question       Customer ________ is essential to building winning brands.
Correct Answer       Knowledge
 Your Answer Involvement


True/False
Question     Product planners need to include three components in the design of the service offering.
Correct Answer       True
Your 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
 Your Answer Marketing


True/False
Question     Responsiveness does refers to non willingness to help customers.
Correct Answer     False
Your Answer False


 True/False
 Question       Relationship Research does not involve comprehensive approach on all aspects of
customers relationship with the service.
 Correct Answer         False
 Your Answer False


True/False
 Question     A complex service might be introduced without any formal objective depiction of the
process.
 Correct Answer      True
 Your Answer False


 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
  Your Answer True


Multiple Choice Multiple Answer
Question       Value of a brand is a function of which two factors?
Correct Answer          Earnings , Strength
Your Answer Strength , Relevance


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


Multiple Choice Single Answer
 Question     The main solution to intangibility of service is :-
 Correct Answer      Creating a strong brand image of an organization.
 Your Answer Personal contact.


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
 Your Answer True


Select The Blank
Question       The ________ elements forms service delivery system.
Correct Answer        Visible
Your Answer Known


Select The Blank
Question       The extensive use of physical evidence varies by the ________.
Correct Answer        Service type
Your Answer Service type


Match The Following
Question       Correct Answer Your Answer

Access Does the airline have 24 hour toll free phone number?      Does the airline have 24 hour toll free
phone number?

Customer Gap Focus of the Gap Model Focus of the Gap Model

Credibility     Does Hospital have a good reputation? Does Hospital have a good reputation?

Security        Is it safe to use the banks ATMs at night?        Is it safe to use the banks ATMs at
night?



Multiple Choice Single Answer
Question       Services :-
Correct Answer          Can not inventoried.
Your Answer Can be displayed.


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


Multiple Choice Single Answer
Question       Lack of patent protection is applicable for :-
Correct Answer          Services
Your Answer Services
Multiple Choice Single Answer
 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
 Your Answer Logo


Multiple Choice Single Answer
Question       Perishability of services referred to be that they :-
Correct Answer          Can not be saved.
Your Answer Can be stored.



        LIST OF ATTEMPTED QUESTIONS AND ANSWERS


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


Multiple Choice Single Answer
Question       It is today a leading edge indicator of profitability and market share tomorrow :-
Correct Answer           Relevant differentiation
Your Answer Relevant differentiation


Multiple Choice Single Answer
 Question      It provides the same identifying function for services that a trademark provides for
goods :-
 Correct Answer         Service mark
 Your Answer Generic name


True/False
Question     Promotions reduce the risk of first time purchase for customers and encourages trial.
Correct Answer      True
Your Answer True


True/False
Question     The corporate culture must reinforce the brand essence, promise and personality.
Correct Answer      True
Your Answer True


Select The Blank
Question       The purpose of ________ is to project a positive and consistent image to the public.
Correct Answer        Socialisation
Your Answer Designing
Multiple Choice Single Answer
Question       The new retailing models provides information based benefits such as :-
Correct Answer          Greater customization.
Your Answer Greater customization.


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
 Your Answer Internally


 Multiple Choice Single Answer
  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
  Your Answer E-Commerce


Select The Blank
Question       The customers can be ________ to address their needs.
Correct Answer        Educated
Your Answer Educated


Match The Following
Question       Correct Answer Your Answer

Brand Words, symbol, concept, object Words, symbol, concept, object

Philips Umbrella brand policy     Umbrella brand policy

Ariel   Procter and Gamble        Procter and Gamble

Food, cosmetics sector Range brand policy          Line brand policy



 Multiple Choice Single Answer
 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
 Your Answer Retail gravity model


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


True/False
 Question        Customers who are attracted by cut-price offers cannot easily be enticed away by
another offer from a competitor.
 Correct Answer         False
 Your Answer False


True/False
Question     Levels of customer contact is used as variable in services classification.
Correct Answer       True
Your Answer True


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


True/False
Question     Profound customer knowledge is essential to building winning brands
Correct Answer      True
Your Answer True


Multiple Choice Multiple Answer
Question       Stores add value to the product by following features:-
Correct Answer          Free home delivery , Gift wrapping , Customised advice
Your Answer Free home delivery , Gift wrapping , Customised advice


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


Select The Blank
Question       The ________ of the brand is always stronger than its extensions.
Correct Answer        Core
Your Answer Core


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


 Select The Blank
 Question       The loss of quality control may also be accompanied by the ________ over operating
costs.
 Correct Answer         Loss of control
 Your Answer Loss of control


Multiple Choice Single Answer
Question       Service encounter may takes place between customers and :-
Correct Answer          Service employees.
Your Answer Service employees.
True/False
Question     Control can have negative ramifications within intermediaries.
Correct Answer       True
Your Answer True


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


Multiple Choice Single Answer
Question       It promises a relevant, differentiated purchase motivating benefit to the target customer :-
Correct Answer          Strong brand
Your Answer Competitor's brand


Multiple Choice Single Answer
Question       Numerous forms of communication, collectively referred as the marketing :-
Correct Answer          Communication mix
Your Answer Promotion mix


Multiple Choice Single Answer
Question       It is a measure of brand's reliability of its future earnings :-
Correct Answer          Strength
Your Answer Leadership


True/False
Question     Services are not patentable.
Correct Answer       True
Your Answer True


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


Multiple Choice Multiple Answer
 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
 Your Answer Customer values brand and sees it as friend , Customer devoted to the brand


Select The Blank
Question       The ________ as a supply strategy used to assist during peak demand periods.
Correct Answer        Part time employees
Your Answer Part time employees
Multiple Choice Single Answer
Question       It survives because it exceeds customer expectations :-
Correct Answer          Brand
Your Answer Brand


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


True/False
 Question      Market value method is used when valuing your own brand image for inclusion in the
balance sheet.
 Correct Answer        False
 Your Answer False


True/False
 Question      The business strategy in a production line organisation is one of Differentiation and
Customisation.
 Correct Answer       False
 Your Answer True


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


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


Multiple Choice Multiple Answer
Question       Various media options available to a service marketer are:-
Correct Answer          Magazines , Flyers , Radio
Your Answer Magazines , Flyers , Radio


Multiple Choice Multiple Answer
 Question      The basic criteria for an effective service research programme includes :-
 Correct Answer         Qualitative & quantitative research. , Expectations & perceptions of customers. ,
Occurs with appropriate frequency.
 Your Answer Qualitative & quantitative research. , Expectations & perceptions of customers.


Multiple Choice Multiple Answer
Question       Ways to achieve emotional connection towards a brand are:-
Correct Answer          Advertising , Quality of front line customers , Company sponsors consumer
events
 Your Answer Advertising , Sales promotion , Company sponsors consumer events


 Multiple Choice Multiple Answer
 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.
 Your Answer As they require customer participation in production process. , Performance can not be
separated from performers.


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


Match The Following
Question       Correct Answer Your Answer

Speed and delivery of services is a issue due to Heterogeneity nature.      Heterogeneity nature.

Standardization Possible solution to heterogeneity of services.    Possible solution to heterogeneity of
services.

Consumer management.             Possible solution to inseparability of services.   Possible solution to
inseparability of services.

Inseparability refers to The involvement of other customers in the service production process.       The
involvement of other customers in the service production process.



Multiple Choice Single Answer
Question       When the delivery of core product is outsourced to an intermediary, it is called :-
Correct Answer          Franchising
Your Answer Pedestrian counts


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



        LIST OF ATTEMPTED QUESTIONS AND ANSWERS


Multiple Choice Multiple Answer
Question       Types of competition based pricing are:-
Correct Answer          Price leadership , Negotiation
Your Answer Price leadership , Negotiation
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
 Your Answer True


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


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


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


Match The Following
Question       Correct Answer Your Answer

Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services

Example of purchasing space from another provider          Shopper's stop in a big shopping mall
      Shopper's stop in a big shopping mall

Problems with intermediaries      Difficulty controlling quality and consistency across outlets
       Difficulty controlling quality and consistency across outlets

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



Multiple Choice Single Answer
Question       Services faces difficulties in :-
Correct Answer          Displaying
Your Answer Fabricating


Multiple Choice Multiple Answer
Question       Front end planning involves :-
Correct Answer          Business Strategy Development. , Idea Generation. , Business Analysis.
Your Answer Business Strategy Development. , Idea Generation. , Business Analysis.
Multiple Choice Multiple Answer
Question       Through brand building mechanism, following are built :-
Correct Answer          Brand awareness , Confidence , Brand equity
Your Answer Brand awareness , Brand equity


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


 True/False
 Question         Servuction Model used to illustrate the factors that influence the service experience are
visible & invisible to customers.
 Correct Answer            True
 Your Answer True


True/False
Question     Product planners need to include three components in the design of the service offering.
Correct Answer       True
Your Answer True


Multiple Choice Multiple Answer
Question       Various media options available to a service marketer are:-
Correct Answer          Magazines , Flyers , Radio
Your Answer Magazines , Flyers , Radio


True/False
Question     The pricing of services is difficult.
Correct Answer       True
Your Answer False


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


Multiple Choice Multiple Answer
 Question      Reasons for growth of service industry are as follows :-
 Correct Answer         Increase in per capita income. , More leisure time. , Increase in health
awareness.
 Your 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
Your Answer Reliable
Multiple Choice Single Answer
Question       For services its quality depends on :-
Correct Answer          Consumer's Perception
Your Answer Consumer's Perception


 Select The Blank
 Question       Market research used to determine ________ of derived service expectations & their
requirements.
 Correct Answer         Sources
 Your Answer Reliability


Multiple Choice Multiple Answer
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.
Your Answer It can not be touched. , It can not be stored. , It can not be readily displayed.


True/False
Question     For a retailer, brand is a means and not a necessity.
Correct Answer       True
Your Answer True


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


Multiple Choice Single Answer
Question       A legally protected brand name or brand mark is called :-
Correct Answer          Trademark
Your Answer Trademark


Select The Blank
Question       Performance of services is ________.
Correct Answer        Intangible.
Your Answer Intangible.


 Select The Blank
  Question      Neither ________ service nor its supplementary elements are delivered continuously
throughout the duration of service performance.
  Correct Answer        Core
  Your Answer Core


True/False
Question     The vandals resort to physical abuse or damage of property.
Correct Answer      True
Your Answer True
Multiple Choice Single Answer
Question       Goods can be :-
Correct Answer          Standardized.
Your Answer Standardized.


Select The Blank
Question       In case of services ________ can not be separated from consumption.
Correct Answer         Production.
Your Answer Selling.


Multiple Choice Single Answer
Question       The Molecular Model is developed by :-
Correct Answer          Lynn Shostack.
Your Answer Lynn Shostack.


Select The Blank
 Question      The problem with umbrella brand strategy stems from the failure to appreciate its
________.
 Correct Answer       Demand
 Your Answer Demand


True/False
Question     The firm do not collects & documents complaints from customers.
Correct Answer       False
Your Answer False


True/False
 Question        Re-engineering is one of the most difficult strategies to implement in organisations that
are traditional.
 Correct Answer         True
 Your Answer True


Match The Following
Question       Correct Answer Your Answer

Television Broadcasting.         Channel 7.       Channel 7.

Railroad Transportation.Konkan Railway.           Konkan Railway.

Education Services.      Indian Institute of Management. Indian Institute of Management.

Retail Trade.   Food World.      Food World.



Multiple Choice Single Answer
Question       Services are :-
Correct Answer          Not tangible
Your Answer Not tangible
True/False
Question     Profound customer knowledge is essential to building winning brands
Correct Answer      True
Your Answer True


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


Multiple Choice Single Answer
Question       Use of multisite location is used to provide services in case of :-
Correct Answer          Bank ATMs.
Your Answer Bank ATMs.


Multiple Choice Single Answer
Question       Services :-
Correct Answer          Can not inventoried.
Your Answer Can not inventoried.


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


Multiple Choice Multiple Answer
 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
 Your Answer Hire the right people , Provide the needed support system , Retain the best people


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
 Your Answer Brand


True/False
Question     Services are intangibles.
Correct Answer       True
Your Answer True


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


Multiple Choice Multiple Answer
Question       Strategies used to implement a culture of internal service quality are:-
Correct Answer          Internal service guarantees , Internal customer service audits
Your Answer Internal service guarantees , Internal customer service audits


 Multiple Choice Single Answer
 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 :-
 Correct Answer          Brand Extension
 Your Answer Brand Extension


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


Multiple Choice Single Answer
Question       The effectiveness of the service can be judged on the basis of its :-
Correct Answer          Outcome.
Your Answer Outcome.



       LIST OF ATTEMPTED QUESTIONS AND ANSWERS


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


Multiple Choice Multiple Answer
Question       Value of a brand is a function of which two factors?
Correct Answer          Earnings , Strength
Your Answer Earnings , Strength


Select The Blank
Question       Performance of services is ________.
Correct Answer        Intangible.
Your Answer Intangible.


Multiple Choice Single Answer
Question       The skill and knowledge necessary to do the job is :-
Correct Answer          Service competencies
Your Answer Service competencies
Select The Blank
Question       In case of services ________ can not be separated from consumption.
Correct Answer         Production.
Your Answer Production.


True/False
Question     Gap Model is developed by Zeithaml & Bitner.
Correct Answer     True
Your Answer True


Select The Blank
Question       Service employees basically perform ________ functions.
Correct Answer         Marketing
Your Answer Personnel


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


 Multiple Choice Single Answer
 Question       It is defined as the positive differential effect that knowing the brand name has on
customer response to the product or service :-
 Correct Answer           Brand equity
 Your Answer Brand equity


Multiple Choice Multiple Answer
Question       Emotional loyalty can be brought about in the following ways:-
Correct Answer          Personal relationship with the brand , User community
Your Answer Personal relationship with the brand , User community


 Multiple Choice Multiple Answer
  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
  Your Answer Customer , Employer , Employees


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


True/False
Question     Front office automation has also revolutionised the sales function.
Correct Answer        True
Your Answer True
Select The Blank
Question       Perishability refers to the service provider's inability to ________.
Correct Answer        Inventory services.
Your Answer Inventory services.


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


 Multiple Choice Single Answer
  Question      When technical quality of services can not be evaluated easily customers depend on their
:-
  Correct Answer         Own cues.
  Your Answer Own perception.


Multiple Choice Multiple Answer
Question       Front end planning involves :-
Correct Answer          Business Strategy Development. , Idea Generation. , Business Analysis.
Your Answer Business Strategy Development. , Idea Generation. , Business Analysis.


Match The Following
Question       Correct Answer Your Answer

Television Broadcasting.          Channel 7.       Channel 7.

Railroad Transportation.Konkan Railway.            Konkan Railway.

Education Services.      Indian Institute of Management. Indian Institute of Management.

Retail Trade.   Food World.       Food World.



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


Select The Blank
Question       Every service encounter has its share of ________ customers.
Correct Answer        Misbehaving
Your Answer Misbehaving


Multiple Choice Single Answer
Question       It is a measure of brand's potential profitability :-
Correct Answer          Earnings
Your Answer Earnings
Select The Blank
Question       The ________ Model used to illustrate the factors that influence the service experience.
Correct Answer        Servuction
Your Answer Servuction


Select The Blank
Question       Increase in service industry is due ________.
Correct Answer         To resource scarcity.
Your Answer To resource scarcity.


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


True/False
Question     Service industry is a zero growth industry.
Correct Answer       False
Your Answer False


 Multiple Choice Single Answer
 Question       This approach is based on the assumption that all customers can be persuaded by the
same message :-
 Correct Answer          Selling formula approach
 Your Answer Selling formula approach


Match The Following
Question       Correct Answer Your Answer

Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services

Example of purchasing space from another provider          Shopper's stop in a big shopping mall
      Shopper's stop in a big shopping mall

Problems with intermediaries      Difficulty controlling quality and consistency across outlets
       Difficulty controlling quality and consistency across outlets

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



Select The Blank
Question       Brand ________ results from the concentrated efforts on a few brands.
Correct Answer        Extension
Your Answer Loyalty
Select The Blank
Question       ________ is both the brand's backbone and its tangible added value.
Correct Answer       Physique
Your Answer Physique


True/False
 Question       Stimulus Response approach and Formula approach takes into consideration customer
questions and individual customer needs.
 Correct Answer         False
 Your Answer False


Multiple Choice Multiple Answer
Question       Advantages of a Range brand policy are:-
Correct Answer          Focuses on single brand image , Creates brand capital , Cost of launch is low
Your Answer Creates brand capital , Cost of launch is low , Focuses on single brand image


True/False
Question     Services are deeds and efforts.
Correct Answer       True
Your Answer False


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


Multiple Choice Multiple Answer
Question       Names of customer relationship building approaches are:-
Correct Answer          Financial benefits , Structural ties , Social benefits
Your Answer Social benefits , Cultural benefits




Multiple Choice Multiple Answer
 Question      What are the internal facets of brand identity prism?
 Correct Answer         Personality , Culture , Self image
 Your Answer            Personality , Culture , Self image
Question       What are the visible and external(left) facets of brand identity prism?
 Correct Answer         Physique , Relationship , Reflection
 Your Answer            Physique , Relationship , Personality
Question       Which of the features are on the right side of the brand identity hexagonal prism?
 Correct Answer         Personality , Culture , Self image
 Your Answer Personality , Culture , Self image




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


Select The Blank
Question       Nature of service quality is ________.
Correct Answer         Multi dimensional
Your Answer Multi dimensional


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


True/False
Question     A multi brand policy can stop any new competitor's entering a market.
Correct Answer       True
Your Answer True


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


Select The Blank
Question       Contact employee personifies the ________ in the customer's eye.
Correct Answer         Firm
Your Answer Culture


 True/False
 Question         The interbrand approach measures the consumer's perception of the brand which is
critical for marketing decision making.
 Correct Answer           False
 Your Answer False


Multiple Choice Single Answer
Question       The main solution to intangibility of service is :-
Correct Answer          Creating a strong brand image of an organization.
Your Answer Creating a strong brand image of an organization.
 Multiple Choice Multiple Answer
 Question       Advantages of a Generalist approach are:-
 Correct Answer          Maximises advertising synergy , Customer loyalty , Allows for existence of two
separate dealers
 Your Answer Maximises advertising synergy , Customer loyalty


Multiple Choice Single Answer
Question       The services lacks of :-
Correct Answer          Service inventories.
Your Answer Service inventories.


True/False
 Question      Service development, design & delivery are intricately intertwined, hence they should not
work together.
 Correct Answer        True
 Your Answer False


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



         LIST OF ATTEMPTED QUESTIONS AND ANSWERS


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


Match The Following
Question       Correct Answer Your Answer

Access Does the airline have 24 hour toll free phone number?     Does the airline have 24 hour toll free
phone number?

Customer Gap Focus of the Gap Model Focus of the Gap Model

Credibility     Does Hospital have a good reputation? Does Hospital have a good reputation?

Security        Is it safe to use the banks ATMs at night?       Is it safe to use the banks ATMs at
night?



Multiple Choice Single Answer
 Question     Goods can be :-
 Correct Answer      Standardized.
 Your Answer Standardized.


Select The Blank
Question       The ________ offers an excellent way to understand customer's service experience.
Correct Answer        Flowcharting
Your Answer Circles


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


Select The Blank
Question       ________ help us in achieving our mission and vision.
Correct Answer       Values
Your Answer Goals


Multiple Choice Single Answer
Question       Services are :-
Correct Answer          Not tangible
Your Answer Not tangible


Match The Following
Question       Correct Answer Your Answer

Service operation       Service personnel & physical facilities.    Service personnel & physical facilities.

Servuction Model        Visible & invisible factors        Visible & invisible factors

FedEx Corporation       All the sides of a triangle well aligned.   All the sides of a triangle well aligned.

The inanimate environment        All the non living features of service encounter. All the non living
features of service encounter.



 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
  Your Answer True


Multiple Choice Multiple Answer
Question       Following are the People Processing services directed at People's bodies :-
Correct Answer          Health Care. , Lodging. , Barbers.
Your Answer Health Care. , Lodging. , Recycling.
Multiple Choice Multiple Answer
Question       Service blue print supports which approaches to quality improvement?
Correct Answer          Top down , Bottom up
Your Answer Top down , Bottom up


Multiple Choice Single Answer
Question       For services its quality depends on :-
Correct Answer          Consumer's Perception
Your Answer Consumer's Perception


Select The Blank
Question       ________ is the main focus of brand advertising.
Correct Answer       Personality
Your Answer Personality


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


 Select The Blank
  Question      Many ________ also sell insurance products and collect commission but are not normally
involved in handling claims.
  Correct Answer         Banks
  Your Answer Financial institutions


Select The Blank
Question       ________ involves recognising that the public's knowledge of an alliance is added value.
Correct Answer       Co-branding
Your Answer Brand extension


Select The Blank
Question       Creating ________ is the ultimate objective behind building a brand.
Correct Answer         Apostles
Your Answer Apostles


Multiple Choice Multiple Answer
Question       Online emotional connection and loyalty can be accomplished through:-
Correct Answer          Chat rooms , Surveys , Guest books
Your Answer Chat rooms , Guest books


Multiple Choice Single Answer
Question       It is the outward expression of the brand's inner substance :-
Correct Answer           Brand message
Your Answer Brand image


Multiple Choice Single Answer
 Question     This method is used when valuing your own brand image for inclusion in the balance
sheet :-
 Correct Answer      Historic cost method
 Your Answer Market value method


 Multiple Choice Multiple Answer
 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
 Your Answer Asking clients what they expect , Enquiring the particular aspects of service , Requesting
client to provide ranking as per his requirements


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
 Your Answer True


 True/False
 Question         Servuction Model used to illustrate the factors that influence the service experience are
visible & invisible to customers.
 Correct Answer            True
 Your Answer True


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


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


Multiple Choice Multiple Answer
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.
Your Answer It can not be touched. , It can not be stored. , It can not be readily displayed.


Multiple Choice Single Answer
 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
 Your Answer Retail selling


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


Multiple Choice Multiple Answer
Question       Communication dimension of service quality includes :-
Correct Answer          Listening to customers. , Keeping them informed. , Simple language to be used.
Your Answer Listening to customers. , Keeping them informed. , Simple language to be used.


 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
  Your Answer True


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


True/False
Question     Services are intangibles.
Correct Answer       True
Your Answer True


True/False
Question     The displaying or communicating of services are very easy.
Correct Answer       False
Your Answer False


True/False
 Question       In service development of new tangible products it involves construction of product
prototypes & testing for consumer acceptance.
 Correct Answer          True
 Your Answer True


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


True/False
Question     Services can easily stored.
Correct Answer       False
Your Answer False


True/False
 Question        Re-engineering is one of the most difficult strategies to implement in organisations that
are traditional.
 Correct Answer         True
 Your Answer True


True/False
 Question     Brand identity focuses too much on brand appearance and not enough on brand
essence.
 Correct Answer       False
 Your Answer True


Multiple Choice Multiple Answer
Question       Countries who are members of SUPER BRAND are:-
Correct Answer          India , Hong Kong , Australia
Your Answer India , Hong Kong , Australia


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


Multiple Choice Single Answer
Question       Services :-
Correct Answer          Can not inventoried.
Your Answer Can not inventoried.


 Multiple Choice Single Answer
 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
 Your Answer Responsiveness


Multiple Choice Single Answer
Question       It is the defining aspect of a brand :-
Correct Answer           Relevant differentiation
Your Answer Value


Select The Blank
 Question      The problem with umbrella brand strategy stems from the failure to appreciate its
________.
 Correct Answer       Demand
 Your Answer Demand


Select The Blank
Question       All firms need to be aware of customer expectation of ________.
Correct Answer          Reliability
Your Answer Reliability
Multiple Choice Multiple Answer
Question       Three horizontal lines of the service blue print are:-
Correct Answer          Line of Internal interaction , Line of Interaction , Line of Visibility
Your Answer Line of Internal interaction , Line of Interaction , Line of Visibility


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


         LIST OF ATTEMPTED QUESTIONS AND ANSWERS


True/False
Question     Too much crowding of ads leads to customer ignoring ads or not registering in the mind.
Correct Answer     True
Your Answer True


 Multiple Choice Multiple Answer
  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.
  Your Answer Difference in customer expectation. , Difference in receipt of service by customer. , Non
selection of right service standards.


Multiple Choice Multiple Answer
 Question      Reasons for growth of service industry are as follows :-
 Correct Answer         Increase in per capita income. , More leisure time. , Increase in health
awareness.
 Your 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
Your Answer Transitory


Select The Blank
Question       Performance of services is ________.
Correct Answer        Intangible.
Your Answer Intangible.


Select The Blank
Question       ________ help us in achieving our mission and vision.
Correct Answer       Values
Your Answer Values


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
  Your Answer True


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


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


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


Multiple Choice Multiple Answer
Question       Service blue print supports which approaches to quality improvement?
Correct Answer          Top down , Bottom up
Your Answer Top down , Bottom up


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


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


Select The Blank
Question       The marketers of services emphasize on tangibilising the ________.
Correct Answer        Intangibles
Your Answer Reliables


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


Multiple Choice Single Answer
 Question     The main solution to intangibility of service is :-
 Correct Answer      Creating a strong brand image of an organization.
 Your Answer Creating a strong brand image of an organization.


Multiple Choice Single Answer
Question       For services its quality depends on :-
Correct Answer          Consumer's Perception
Your Answer Consumer's Perception


Multiple Choice Single Answer
Question       It survives because it exceeds customer expectations :-
Correct Answer          Brand
Your Answer Brand


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


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


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


True/False
Question     Front office automation has also revolutionised the sales function.
Correct Answer        True
Your Answer True


 Select The Blank
  Question      Neither ________ service nor its supplementary elements are delivered continuously
throughout the duration of service performance.
  Correct Answer        Core
  Your Answer Core


Multiple Choice Single Answer
Question       Situational factors of model of customer expectation includes :-
Correct Answer          Bad weather
Your Answer Bad weather


Match The Following
Question        Correct Answer Your Answer

No brand Extension       Murphy brand     Murphy brand

Disadvantages of Line Extension           Brand name losing its specific meaning Brand name losing its
specific meaning

Innovation      Brand up to date and respond to changes in customer tastes and expectations           Brand
up to date and respond to changes in customer tastes and expectations

Brand Extension           Results from concentration of efforts on a few brands     Results from
concentration of efforts on a few brands



Multiple Choice Multiple Answer
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.
Your Answer It can not be touched. , It can not be stored. , It can not be readily displayed.


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


Multiple Choice Single Answer
Question       Service quality is a critical component of :-
Correct Answer          Customer perception.
Your Answer Customer perception.


True/False
 Question       Well dressed individuals are perceived as more intelligent, better workers and more
pleasant to engage in interactions.
 Correct Answer          True
 Your Answer True


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


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


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


True/False
Question     Coupons cannot be printed on the backs of ATM receipts.
Correct Answer     False
Your Answer False


 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
  Your Answer True


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


True/False
 Question        Re-engineering is one of the most difficult strategies to implement in organisations that
are traditional.
 Correct Answer         True
 Your Answer True


 Multiple Choice Multiple Answer
  Question      Negative critical incidents resolved have great potential for :-
  Correct Answer         Increasing brand loyalty. , Increased brand preference. , Increasing customer
loyalty.
  Your Answer Increasing brand loyalty. , Increased brand preference. , Increasing customer loyalty.


Multiple Choice Multiple Answer
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
Your Answer Smile , Look into customer's eye , Listening


True/False
Question     Service culture can be developed quickly.
Correct Answer       False
Your Answer False


Match The Following
Question       Correct Answer Your Answer

Element of effective research programme            Customer Panels           Customer Panels

Customer Satisfaction    Consumers fulfillment response. Consumers fulfillment response.
Research objective for service   To monitor & track service performance. To monitor & track service
performance.

Criteria for effective research programme          Includes qualitative & quantitative research
         Includes qualitative & quantitative research



Multiple Choice Single Answer
Question       It is the worst indicator of profitability:-
Correct Answer           Price
Your Answer Price


Multiple Choice Single Answer
Question       This phenomenon is inherent in the luxury goods sector :-
Correct Answer          Brand Extension
Your Answer Brand Extension


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


Select The Blank
Question       The ________ has made world wide brand building easier.
Correct Answer        Internet
Your Answer Internet


Multiple Choice Single Answer
 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
 Your Answer Endorsing brand strategy


Multiple Choice Single Answer
Question       Which of the communication mix element includes corporate logos?
Correct Answer          Corporate design
Your Answer Corporate design


True/False
Question     Two major dimensions of Y & R model are: leadership and stability.
Correct Answer     False
Your Answer True


        LIST OF ATTEMPTED QUESTIONS AND ANSWERS


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


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


Select The Blank
Question       Performance of services is ________.
Correct Answer        Intangible.
Your Answer Intangible.


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


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


Multiple Choice Multiple Answer
Question       Names of customer relationship building approaches are:-
Correct Answer          Financial benefits , Structural ties , Social benefits
Your Answer Financial benefits , Structural ties , Social benefits


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


Multiple Choice Single Answer
Question       Adequate service is also known as :-
Correct Answer          Lower level of service
Your Answer Middle level of service


Select The Blank
Question       Individualized attention given to customers refers to ________.
Correct Answer         Empathy
Your Answer Empathy


Multiple Choice Multiple Answer
 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.
 Your Answer Emphasis on selecting and training public contact personnel. , Consumer management. ,
Use of multisite locations.


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


True/False
Question     Services can easily stored.
Correct Answer       False
Your Answer False


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


Match The Following
Question       Correct Answer Your Answer

The inanimate environment        All the non living features of service encounter. All the non living
features of service encounter.

Service operation        Service personnel & physical facilities.    Service personnel & physical facilities.

Servuction Model         Visible & invisible factors        Visible & invisible factors

FedEx Corporation        All the sides of a triangle well aligned.   All the sides of a triangle well aligned.



Multiple Choice Single Answer
Question       Augmented product refers to :-
Correct Answer          Extended product.
Your Answer Extended product.


Multiple Choice Single Answer
Question       Services faces difficulties in :-
Correct Answer          Displaying
Your Answer Displaying


Multiple Choice Multiple Answer
Question       The three overlapping subsystems are :-
Correct Answer          Service marketing , Service operations , Service delivery
Your Answer Service operations , Service delivery , Service marketing


Multiple Choice Multiple Answer
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
 Your Answer Blame the colleagues , Show favoritism , Promise what you can not perform


True/False
 Question        Re-engineering is one of the most difficult strategies to implement in organisations that
are traditional.
 Correct Answer         True
 Your Answer True


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


Multiple Choice Single Answer
Question       Services are :-
Correct Answer          Not tangible
Your Answer Not tangible


Multiple Choice Multiple Answer
Question       Personal sources of information are :-
Correct Answer          Family , Friends , Opinion Leaders
Your Answer Family , Friends , Radio


True/False
Question     Service pricing strategies are often unsuccessful.
Correct Answer       True
Your Answer True


 Multiple Choice Single Answer
 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
 Your Answer Retail gravity model


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


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


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


Select The Blank
Question       ________ is the main focus of brand advertising.
Correct Answer       Personality
Your Answer Personality


Multiple Choice Single Answer
 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
 Your Answer Brand image


Multiple Choice Single Answer
Question       Who the people who produce revenue and build customer relationships for the company?
Correct Answer          Front line employees
Your 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
 Your Answer Credibility


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


Match The Following
Question       Correct Answer Your Answer

Access Does the airline have 24 hour toll free phone number?       Does the airline have 24 hour toll free
phone number?

Customer Gap Focus of the Gap Model Focus of the Gap Model

Credibility     Does Hospital have a good reputation? Does Hospital have a good reputation?

Security        Is it safe to use the banks ATMs at night?         Is it safe to use the banks ATMs at
night?
True/False
Question     A multi brand policy can stop any new competitor's entering a market.
Correct Answer       True
Your Answer True


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


Select The Blank
Question       Market value of the firm is equal to stock price multiplied by ________.
Correct Answer         Number of shares
Your Answer Value of each share


True/False
Question     Brand strength is a combination of differentiation and relevance.
Correct Answer       True
Your Answer True


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


True/False
Question     Services are intangibles.
Correct Answer       True
Your Answer True


Multiple Choice Multiple Answer
Question       Which of the features are on the right side of the brand identity hexagonal prism?
Correct Answer          Personality , Culture , Self image
Your Answer Personality , Culture , Self image


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
 Your Answer True


True/False
Question     Gap Model is developed by Zeithaml & Bitner.
Correct Answer     True
Your Answer True
Select The Blank
Question       Contact employee personifies the ________ in the customer's eye.
Correct Answer         Firm
Your Answer Firm


True/False
Question     Critical study are not useful as alternatives to complaint solicitation.
Correct Answer         False
Your Answer False


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


True/False
Question     Closing the customer gap is not the outcome of Gap Model.
Correct Answer       False
Your Answer False



--


        LIST OF ATTEMPTED QUESTIONS AND ANSWERS


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


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


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


Multiple Choice Single Answer
Question       Which of the following is the characteristic of services?
Correct Answer          Inseparability
 Your Answer Inseparability


Multiple Choice Single Answer
Question       Services :-
Correct Answer          Can not inventoried.
Your Answer Can patented.


Multiple Choice Single Answer
Question       D in AIDA stands for :-
Correct Answer          Desire
Your Answer Direction


Multiple Choice Single Answer
Question       It is one of the recent concepts in service marketing :-
Correct Answer          Brand identity
Your Answer Brand identity


 Multiple Choice Single Answer
 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
 Your Answer Assurance


Multiple Choice Multiple Answer
Question       Various media options available to a service marketer are:-
Correct Answer          Magazines , Flyers , Radio
Your Answer Magazines , Flyers , Radio


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
 Your Answer True


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


True/False
Question     For a retailer, brand is a means and not a necessity.
Correct Answer       True
Your Answer True


 True/False
  Question      For services all three marketing activities represented by the sides of triangle are critical
to success.
 Correct Answer          True
 Your Answer True


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


 Multiple Choice Single Answer
 Question       It is defined as the positive differential effect that knowing the brand name has on
customer response to the product or service :-
 Correct Answer           Brand equity
 Your Answer Brand equity


 Multiple Choice Single Answer
  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
  Your Answer Adoption


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
 Your Answer Global


True/False
Question     A brand should strive to create a sense of community.
Correct Answer      True
Your Answer True


Select The Blank
Question       Brand ________ results from the concentrated efforts on a few brands.
Correct Answer        Extension
Your Answer Extension


 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
  Your Answer True


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

Wealth creators Brands Economic benefits

Airline frequent flyer programs   Financial benefits         Financial benefits

Interest linkages        Structural ties   Structural ties

Process of wealth creation        Brand building Social benefits



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
 Your Answer Brand


Multiple Choice Multiple Answer
 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.
 Your Answer A delayed flight. , Hotel room booked in advance not available. , A surgical operation
wrongly carried out.


Select The Blank
Question       Sometimes employees can give ________ service spontaneously.
Correct Answer       Extra
Your Answer Extra


Select The Blank
Question       ________ are at the crux of transactions and exchanges between people.
Correct Answer       Brands
Your Answer Brands


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


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


True/False
 Question      The business strategy in a production line organisation is one of Differentiation and
Customisation.
 Correct Answer           False
 Your Answer False


Select The Blank
Question       Every service encounter has its share of ________ customers.
Correct Answer        Misbehaving
Your Answer Misbehaving


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


Multiple Choice Multiple Answer
Question       Service blue print supports which approaches to quality improvement?
Correct Answer          Top down , Bottom up
Your Answer Top down , Bottom up


 Multiple Choice Single Answer
  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
  Your Answer Stimulus-response


True/False
Question     External brand building is essential to internal brand building.
Correct Answer       False
Your Answer True


Multiple Choice Multiple Answer
Question       Value of a brand is a function of which two factors?
Correct Answer          Earnings , Strength
Your Answer Earnings , Strength


Multiple Choice Multiple Answer
Question       Expectations of customers towards a product / service are formed on the basis of :-
Correct Answer          Past experiences , Word of mouth , Advertising
Your Answer Past experiences , Word of mouth


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


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


Multiple Choice Single Answer
Question       Goods can be :-
Correct Answer          Standardized.
Your Answer Standardized.


 Multiple Choice Single Answer
 Question       This method is used when valuing your own brand image for inclusion in the balance
sheet :-
 Correct Answer          Historic cost method
 Your Answer Historic cost method


Select The Blank
Question       The ________ of the brand is always stronger than its extensions.
Correct Answer        Core
Your Answer Core


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


Multiple Choice Single Answer
 Question      This method is used when business is acquired for the brand name of its product
mainly :-
 Correct Answer         Market value method
 Your Answer Market value method


Multiple Choice Multiple Answer
Question       The value of brand equity is a function of :-
Correct Answer          Age of the brand , Cumulative advertising , Order of entry into the market
Your Answer Age of the brand , Age of competitor's brand


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
Your Answer Creates brand capital , Cost of launch is low , Focuses on single brand image


Match The Following
Question       Correct Answer Your Answer

An attention paid to customer by waiter Satisfied hotel customer.            Unsatisfied customer.

CIT Methodology         Collecting critical incidents data. Collecting critical incidents data.
SAS     Customer driven airline. Satisfied hotel customer.

Good customer encounter         Increase in brand loyalty.        Decrease in brand preference.



 Multiple Choice Single Answer
 Question       This approach is based on the assumption that all customers can be persuaded by the
same message :-
 Correct Answer          Selling formula approach
 Your Answer Selling formula approach


        LIST OF ATTEMPTED QUESTIONS AND ANSWERS


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


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


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


Multiple Choice Single Answer
Question       Which of the following is the characteristic of services?
Correct Answer          Inseparability
Your Answer Inseparability


Multiple Choice Single Answer
Question       Services :-
Correct Answer          Can not inventoried.
Your Answer Can patented.


Multiple Choice Single Answer
Question       D in AIDA stands for :-
Correct Answer          Desire
Your Answer Direction


Multiple Choice Single Answer
Question       It is one of the recent concepts in service marketing :-
 Correct Answer      Brand identity
 Your Answer Brand identity


 Multiple Choice Single Answer
 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
 Your Answer Assurance


Multiple Choice Multiple Answer
Question       Various media options available to a service marketer are:-
Correct Answer          Magazines , Flyers , Radio
Your Answer Magazines , Flyers , Radio


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
 Your Answer True


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


True/False
Question     For a retailer, brand is a means and not a necessity.
Correct Answer       True
Your Answer True


 True/False
  Question     For services all three marketing activities represented by the sides of triangle are critical
to success.
  Correct Answer       True
  Your Answer True


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


 Multiple Choice Single Answer
 Question       It is defined as the positive differential effect that knowing the brand name has on
customer response to the product or service :-
 Correct Answer           Brand equity
 Your Answer Brand equity
 Multiple Choice Single Answer
  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
  Your Answer Adoption


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
 Your Answer Global


True/False
Question     A brand should strive to create a sense of community.
Correct Answer      True
Your Answer True


Select The Blank
Question       Brand ________ results from the concentrated efforts on a few brands.
Correct Answer        Extension
Your Answer Extension


 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
  Your Answer True


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


Match The Following
Question       Correct Answer Your Answer

Wealth creators Brands Economic benefits

Airline frequent flyer programs   Financial benefits         Financial benefits

Interest linkages        Structural ties   Structural ties

Process of wealth creation        Brand building Social benefits



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
 Your Answer Brand


Multiple Choice Multiple Answer
 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.
 Your Answer A delayed flight. , Hotel room booked in advance not available. , A surgical operation
wrongly carried out.


Select The Blank
Question       Sometimes employees can give ________ service spontaneously.
Correct Answer        Extra
Your Answer Extra


Select The Blank
Question       ________ are at the crux of transactions and exchanges between people.
Correct Answer       Brands
Your Answer Brands


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


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


True/False
 Question      The business strategy in a production line organisation is one of Differentiation and
Customisation.
 Correct Answer       False
 Your Answer False


Select The Blank
Question       Every service encounter has its share of ________ customers.
Correct Answer        Misbehaving
Your Answer Misbehaving


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


Multiple Choice Multiple Answer
 Question     Service blue print supports which approaches to quality improvement?
 Correct Answer       Top down , Bottom up
 Your Answer Top down , Bottom up


 Multiple Choice Single Answer
  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
  Your Answer Stimulus-response


True/False
Question     External brand building is essential to internal brand building.
Correct Answer       False
Your Answer True


Multiple Choice Multiple Answer
Question       Value of a brand is a function of which two factors?
Correct Answer          Earnings , Strength
Your Answer Earnings , Strength


Multiple Choice Multiple Answer
Question       Expectations of customers towards a product / service are formed on the basis of :-
Correct Answer          Past experiences , Word of mouth , Advertising
Your Answer Past experiences , Word of mouth


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


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


Multiple Choice Single Answer
Question       Goods can be :-
Correct Answer          Standardized.
Your Answer Standardized.


 Multiple Choice Single Answer
 Question       This method is used when valuing your own brand image for inclusion in the balance
sheet :-
 Correct Answer          Historic cost method
 Your Answer Historic cost method
Select The Blank
Question       The ________ of the brand is always stronger than its extensions.
Correct Answer        Core
Your Answer Core


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


Multiple Choice Single Answer
 Question      This method is used when business is acquired for the brand name of its product
mainly :-
 Correct Answer         Market value method
 Your Answer Market value method


Multiple Choice Multiple Answer
Question       The value of brand equity is a function of :-
Correct Answer          Age of the brand , Cumulative advertising , Order of entry into the market
Your Answer Age of the brand , Age of competitor's brand


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
Your Answer Creates brand capital , Cost of launch is low , Focuses on single brand image


Match The Following
Question       Correct Answer Your Answer

An attention paid to customer by waiter Satisfied hotel customer.            Unsatisfied customer.

CIT Methodology         Collecting critical incidents data. Collecting critical incidents data.

SAS     Customer driven airline. Satisfied hotel customer.

Good customer encounter          Increase in brand loyalty.         Decrease in brand preference.



 Multiple Choice Single Answer
 Question       This approach is based on the assumption that all customers can be persuaded by the
same message :-
 Correct Answer          Selling formula approach
 Your Answer Selling formula approach




        LIST OF ATTEMPTED QUESTIONS AND ANSWERS
Select The Blank
Question       A service firm can also expand its supply of a service through use of ________.
Correct Answer         Third parties.
Your Answer First parties


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


Multiple Choice Single Answer
Question       It involves recognising that the public knowledge of an alliance is added value :-
Correct Answer          Brand Extension
Your Answer Innovation


Multiple Choice Multiple Answer
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
Your Answer Smile , Look into customer's eye , Listening


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


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


Select The Blank
Question       The goods can be ________ at one locality and transported for sale in another locality.
Correct Answer        Produced
Your Answer Produced


Multiple Choice Single Answer
Question       For services its quality depends on :-
Correct Answer          Consumer's Perception
Your Answer Consumer's Perception


Select The Blank
Question       The ________ Model used to illustrate the factors that influence the service experience.
Correct Answer        Servuction
Your Answer Servuction
True/False
Question     Extensions can be made in all directions.
Correct Answer       False
Your Answer False


Match The Following
Question       Correct Answer Your Answer

Issue of Airline miles in return for a purchase   Couponing           Sampling

Face to face communication        Personal selling Personal selling

Fund raising, recognition and reward programs Public relations Advertising

Samples, coupons, gifts etc       Sales promotion         Couponing



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


Multiple Choice Single Answer
Question       Jan Carlzon the former CEO of SAS made his firm from operation driven to :-
Correct Answer          Customer driven airline.
Your Answer Customer driven airline.


Multiple Choice Multiple Answer
Question       Various uses of the company's physical evidence are:-
Correct Answer          Means for differentiation , Packaging , Socialising
Your Answer Means for differentiation , Packaging


 Multiple Choice Multiple Answer
  Question      Negative critical incidents resolved have great potential for :-
  Correct Answer         Increasing brand loyalty. , Increased brand preference. , Increasing customer
loyalty.
  Your Answer Switching to other firm. , Increasing brand loyalty.


True/False
Question     Goods are sold first and then produced and consumed simultaneously.
Correct Answer      False
Your Answer True


 Multiple Choice Single Answer
 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
 Your Answer Price premium method
Multiple Choice Single Answer
 Question        These messages often include promises about the benefits that customers will receive
and the quality of service delivery :-
 Correct Answer           Communication
 Your Answer Communication


 True/False
 Question     Empathy is non ability to provide caring individualized attention the firm provides its
customers.
 Correct Answer     False
 Your Answer True


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


Multiple Choice Multiple Answer
Question       Types of competition based pricing are:-
Correct Answer          Price leadership , Negotiation
Your Answer Price leadership , Flat rate pricing


Multiple Choice Single Answer
Question       Services are said to be intangible because they are :-
Correct Answer          Performers.
Your Answer Performers.


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


Select The Blank
Question       ________ are useful for adjusting demand and supply fluctuations.
Correct Answer       Price promotion
Your Answer Place promotion


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


Multiple Choice Single Answer
Question       It is estimating the total financial value of the brand :-
Correct Answer           Brand valuation
Your Answer Brand loyalty
 Multiple Choice Multiple Answer
  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
  Your Answer Manufacturer , Customer


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
 Your Answer At middle level


 Multiple Choice Multiple Answer
  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.
  Your Answer Difference in customer expectation. , Difference in receipt of service by customer.


True/False
Question     Services are sold first and then produced and consumed simultaneously.
Correct Answer       True
Your Answer True


Multiple Choice Single Answer
Question       Lack of patent protection is applicable for :-
Correct Answer          Services
Your Answer Services


Multiple Choice Single Answer
Question       "Service profit chain" shows the interrelationship between :-
Correct Answer          Customer and employee satisfaction
Your Answer Customer and employee satisfaction


Multiple Choice Single Answer
Question       The difference between the two levels of expectations is called as :-
Correct Answer          The zone of tolerance
Your Answer The zone of perception


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


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


True/False
 Question      Service development, design & delivery are intricately intertwined, hence they should not
work together.
 Correct Answer        True
 Your Answer True


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


Multiple Choice Multiple Answer
Question       Functions of Sales Promotion are:-
Correct Answer          Adds value , Competitive edge , Boost sales
Your Answer Adds value , Competitive edge , Boost sales


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


Match The Following
Question       Correct Answer Your Answer

Brand equity measure    First recall awareness   Awareness, relevant differentiation, emotional
connection

Customer insights       Internet Brand positioning

Amazon.com      For purchasing and finding books         Internet

Customer brand insistence       Awareness, relevant differentiation, emotional connection         Brand
equity



Select The Blank
Question       The ________ has made world wide brand building easier.
Correct Answer        Internet
Your Answer Internet


Select The Blank
Question       ________ helps usage extension.
Correct Answer       Co-branding
Your Answer Co-branding
 True/False
 Question         The interbrand approach measures the consumer's perception of the brand which is
critical for marketing decision making.
 Correct Answer           False
 Your Answer False


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


Multiple Choice Single Answer
Question       External Marketing refers to :-
Correct Answer          Making promises.
Your Answer Making promises.


 True/False
 Question       The quarrelsome refers to those misbehaving customers who quarrel with other
customers or with their own group members.
 Correct Answer          False
 Your Answer False


True/False
Question     Blue prints can be used to isolate failure points or bottlenecks in the service process
Correct Answer       True
Your Answer True


        LIST OF ATTEMPTED QUESTIONS AND ANSWERS


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


Multiple Choice Single Answer
Question       A brand must correspond to only one product. This is called :-
Correct Answer          Procterian dogma
Your Answer Innovation


True/False
 Question       Stimulus Response approach and Formula approach takes into consideration customer
questions and individual customer needs.
 Correct Answer         False
 Your Answer False
Multiple Choice Single Answer
 Question        These messages often include promises about the benefits that customers will receive
and the quality of service delivery :-
 Correct Answer           Communication
 Your Answer Sales promotion


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


Multiple Choice Single Answer
Question       Services :-
Correct Answer          Can not inventoried.
Your Answer Can not inventoried.


Match The Following
Question       Correct Answer Your Answer

Television Broadcasting.        Channel 7.       Channel 7.

Railroad Transportation.Konkan Railway.          Konkan Railway.

Education Services.     Indian Institute of Management. Indian Institute of Management.

Retail Trade.   Food World.     Food World.



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


Multiple Choice Single Answer
Question       Augmented product refers to :-
Correct Answer          Extended product.
Your Answer Extended product.


Multiple Choice Single Answer
Question       Goods can be :-
Correct Answer          Standardized.
Your Answer Standardized.


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


Multiple Choice Multiple Answer
Question       Emotional loyalty can be brought about in the following ways:-
Correct Answer          Personal relationship with the brand , User community
Your Answer Personal relationship with the brand , User community


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


Multiple Choice Single Answer
Question       Services are :-
Correct Answer          Not tangible
Your Answer Not tangible


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


Select The Blank
Question       The ________ offers an excellent way to understand customer's service experience.
Correct Answer        Flowcharting
Your Answer Flowcharting


Multiple Choice Single Answer
Question       The only way to achieve brand extension is by:-
Correct Answer          Renewing the product
Your Answer Introducing new product


True/False
Question     One of the problem encountered with Range product strategy is of brand opacity.
Correct Answer       True
Your Answer True


Match The Following
Question       Correct Answer Your Answer

Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services

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

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



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


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


Select The Blank
 Question      The problem with umbrella brand strategy stems from the failure to appreciate its
________.
 Correct Answer       Demand
 Your Answer Demand


Multiple Choice Single Answer
Question       For services its quality depends on :-
Correct Answer          Consumer's Perception
Your Answer Consumer's Perception


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


Multiple Choice Multiple Answer
Question       Value of a brand is a function of which two factors?
Correct Answer          Earnings , Strength
Your Answer Earnings , Strength


Multiple Choice Multiple Answer
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.
Your Answer It can not be touched. , It can not be stored. , It can not be readily displayed.


Select The Blank
Question       In case of services there is ________ between the service provider and other customers.
Correct Answer         Interconnection
Your Answer Connection
True/False
 Question      Market value method is used when valuing your own brand image for inclusion in the
balance sheet.
 Correct Answer        False
 Your Answer False


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


 Select The Blank
 Question       The loss of quality control may also be accompanied by the ________ over operating
costs.
 Correct Answer         Loss of control
 Your Answer Loss of revenue


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


Multiple Choice Single Answer
Question       Employee appearance and dress are important dimensions of which service quality?
Correct Answer          Tangibles
Your Answer Tangibles


 Multiple Choice Single Answer
 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
 Your Answer Responsiveness


 True/False
 Question       The quarrelsome refers to those misbehaving customers who quarrel with other
customers or with their own group members.
 Correct Answer          False
 Your Answer True


True/False
Question     Profound customer knowledge is essential to building winning brands
Correct Answer      True
Your Answer True


True/False
 Question        Customers who are attracted by cut-price offers cannot easily be enticed away by
another offer from a competitor.
 Correct Answer          False
 Your Answer False


Multiple Choice Single Answer
Question       It is one of the recent concepts in service marketing :-
Correct Answer          Brand identity
Your Answer Brand identity


Multiple Choice Multiple Answer
 Question      Advantages of Source brand strategy are:-
 Correct Answer         Products are directly named , Ability to provide difference , Ability to provide
depth
 Your Answer Products are directly named , Ability to provide difference , Ability to provide depth


Multiple Choice Single Answer
 Question       It is a common element that sends a single message amid the wide variety of its
products, actions and slogans :-
 Correct Answer           Brand identity
 Your Answer Brand identity


Select The Blank
Question       ________ helps usage extension.
Correct Answer       Co-branding
Your Answer Co-branding


 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


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


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


Multiple Choice Multiple Answer
 Question      Reasons for growth of service industry are as follows :-
 Correct Answer         Increase in per capita income. , More leisure time. , Increase in health
awareness.
 Your Answer Increase in per capita income. , More leisure time. , Increase in health awareness.
True/False
Question     Promotions reduce the risk of first time purchase for customers and encourages trial.
Correct Answer      True
Your Answer True


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


Select The Blank
Question       ________ help us in achieving our mission and vision.
Correct Answer       Values
Your Answer Values


       LIST OF ATTEMPTED QUESTIONS AND ANSWERS


True/False
Question     Service industry is a zero growth industry.
Correct Answer       False
Your Answer False


Select The Blank
Question       Service employees basically perform ________ functions.
Correct Answer         Marketing
Your Answer Marketing


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


True/False
Question     The bankrupt run out of cash & end up in default of payment.
Correct Answer      True
Your Answer True


Multiple Choice Single Answer
Question       The main solution to intangibility of service is :-
Correct Answer          Creating a strong brand image of an organization.
Your Answer Creating a strong brand image of an organization.


Multiple Choice Single Answer
Question       It helps to establish how many prospective customers a day pass by certain locations :-
Correct Answer          Pedestrian counts
Your Answer Pedestrian counts
Select The Blank
Question       Basic element in PR strategy is the preparation of ________.
Correct Answer         Press release
Your Answer Press release


True/False
Question     The firm do not collects & documents complaints from customers.
Correct Answer       False
Your Answer False


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


Multiple Choice Multiple Answer
Question       Various value based pricing are:-
Correct Answer          Service guarantees , Flat rate pricing
Your Answer Service guarantees , Flat rate pricing


Multiple Choice Single Answer
 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
 Your Answer NPV of future earnings


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


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


Multiple Choice Multiple Answer
Question       The three overlapping subsystems are :-
Correct Answer          Service operations , Service delivery , Service marketing
Your Answer Service operations , Service delivery , Service marketing


Select The Blank
Question       Performance of services is ________.
Correct Answer        Intangible.
Your Answer Intangible.
Select The Blank
Question       In case of services ________ can not be separated from consumption.
Correct Answer         Production.
Your Answer Production.


True/False
Question     Product planners need to include three components in the design of the service offering.
Correct Answer       True
Your Answer True


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


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


Multiple Choice Single Answer
Question       "Service profit chain" shows the interrelationship between :-
Correct Answer          Customer and employee satisfaction
Your Answer Revenue growth and profitability


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


Multiple Choice Multiple Answer
 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.
 Your Answer A delayed flight. , Hotel room booked in advance not available. , A surgical operation
wrongly carried out.


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


Select The Blank
Question       Increase in service industry is due ________.
Correct Answer        To resource scarcity.
Your Answer To resource scarcity.
True/False
Question     The vandals resort to physical abuse or damage of property.
Correct Answer      True
Your Answer True


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


Multiple Choice Single Answer
Question       Perishability of services referred to be that they :-
Correct Answer          Can not be saved.
Your Answer Can not be saved.


Multiple Choice Single Answer
 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
 Your Answer Generic name


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


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


True/False
Question     A shelf without the favourite market brands is unattractive in the eyes of the customers.
Correct Answer       True
Your Answer True


 Multiple Choice Multiple Answer
  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.
  Your Answer To identify dissatisfied customers. , To monitor & track service performance. , To forecast
future expectations of customers.


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


 Multiple Choice Single Answer
 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
 Your Answer Price premium method


Multiple Choice Multiple Answer
Question       Countries who are members of SUPER BRAND are:-
Correct Answer          India , Hong Kong , Australia
Your Answer India , Hong Kong , Australia


Select The Blank
Question       Contact employee personifies the ________ in the customer's eye.
Correct Answer         Firm
Your Answer Firm


Match The Following
Question       Correct Answer Your Answer

Speed and delivery of services is a issue due to Heterogeneity nature.       Heterogeneity nature.

Standardization Possible solution to heterogeneity of services.     Possible solution to heterogeneity of
services.

Consumer management.              Possible solution to inseparability of services.   Possible solution to
inseparability of services.

Inseparability refers to The involvement of other customers in the service production process.       The
involvement of other customers in the service production process.



Match The Following
Question       Correct Answer Your Answer

Part time employee utilization.   Supply strategy Supply strategy

Demand strategy           Creative pricing.        Creative pricing.

Supply strategy Capacity sharing.         Capacity sharing.

Development of non peak demand.           Demand strategy.          Demand strategy.



Select The Blank
Question       The discounted rate is based on the ________ rate.
Correct Answer         Risk free
Your Answer Risk free
 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
  Your Answer True


Multiple Choice Multiple Answer
Question       Which of the following are poor differentiators of profitability?
Correct Answer          Price , Product functions , Product features
Your Answer Price , Product functions , Product features


 Multiple Choice Multiple Answer
  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
  Your Answer Satisfied customer. Would incur cost for brand change , Customer values brand and sees
it as friend , Customer devoted to the brand


Multiple Choice Single Answer
Question       The center of Model of Customer Service Expectation made up of :-
Correct Answer          Detailed view of expectations
Your Answer Detailed view of expectations


 Multiple Choice Multiple Answer
 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
 Your Answer Greater freedom of movement , Least expensive way of giving substance to the company
name , Responsible for the guarantee


 Multiple Choice Single Answer
 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
 Your Answer Interest


True/False
Question     Closing the customer gap is not the outcome of Gap Model.
Correct Answer       False
Your Answer False



        LIST OF ATTEMPTED QUESTIONS AND ANSWERS


Multiple Choice Multiple Answer
Question       Types of competition based pricing are:-
Correct Answer          Price leadership , Negotiation
 Your Answer Price leadership , Negotiation


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
 Your Answer True


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


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


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


Match The Following
Question       Correct Answer Your Answer

Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services

Example of purchasing space from another provider          Shopper's stop in a big shopping mall
      Shopper's stop in a big shopping mall

Problems with intermediaries      Difficulty controlling quality and consistency across outlets
       Difficulty controlling quality and consistency across outlets

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



Multiple Choice Single Answer
Question       Services faces difficulties in :-
Correct Answer          Displaying
Your Answer Fabricating


Multiple Choice Multiple Answer
Question       Front end planning involves :-
Correct Answer          Business Strategy Development. , Idea Generation. , Business Analysis.
Your Answer Business Strategy Development. , Idea Generation. , Business Analysis.
Multiple Choice Multiple Answer
Question       Through brand building mechanism, following are built :-
Correct Answer          Brand awareness , Confidence , Brand equity
Your Answer Brand awareness , Brand equity


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


 True/False
 Question         Servuction Model used to illustrate the factors that influence the service experience are
visible & invisible to customers.
 Correct Answer            True
 Your Answer True


True/False
Question     Product planners need to include three components in the design of the service offering.
Correct Answer       True
Your Answer True


Multiple Choice Multiple Answer
Question       Various media options available to a service marketer are:-
Correct Answer          Magazines , Flyers , Radio
Your Answer Magazines , Flyers , Radio


True/False
Question     The pricing of services is difficult.
Correct Answer       True
Your Answer False


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


Multiple Choice Multiple Answer
 Question      Reasons for growth of service industry are as follows :-
 Correct Answer         Increase in per capita income. , More leisure time. , Increase in health
awareness.
 Your 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
Your Answer Reliable
Multiple Choice Single Answer
Question       For services its quality depends on :-
Correct Answer          Consumer's Perception
Your Answer Consumer's Perception


 Select The Blank
 Question       Market research used to determine ________ of derived service expectations & their
requirements.
 Correct Answer         Sources
 Your Answer Reliability


Multiple Choice Multiple Answer
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.
Your Answer It can not be touched. , It can not be stored. , It can not be readily displayed.


True/False
Question     For a retailer, brand is a means and not a necessity.
Correct Answer       True
Your Answer True


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


Multiple Choice Single Answer
Question       A legally protected brand name or brand mark is called :-
Correct Answer          Trademark
Your Answer Trademark


Select The Blank
Question       Performance of services is ________.
Correct Answer        Intangible.
Your Answer Intangible.


 Select The Blank
  Question      Neither ________ service nor its supplementary elements are delivered continuously
throughout the duration of service performance.
  Correct Answer        Core
  Your Answer Core


True/False
Question     The vandals resort to physical abuse or damage of property.
Correct Answer      True
Your Answer True
Multiple Choice Single Answer
Question       Goods can be :-
Correct Answer          Standardized.
Your Answer Standardized.


Select The Blank
Question       In case of services ________ can not be separated from consumption.
Correct Answer         Production.
Your Answer Selling.


Multiple Choice Single Answer
Question       The Molecular Model is developed by :-
Correct Answer          Lynn Shostack.
Your Answer Lynn Shostack.


Select The Blank
 Question      The problem with umbrella brand strategy stems from the failure to appreciate its
________.
 Correct Answer       Demand
 Your Answer Demand


True/False
Question     The firm do not collects & documents complaints from customers.
Correct Answer       False
Your Answer False


True/False
 Question        Re-engineering is one of the most difficult strategies to implement in organisations that
are traditional.
 Correct Answer         True
 Your Answer True


Match The Following
Question       Correct Answer Your Answer

Television Broadcasting.         Channel 7.       Channel 7.

Railroad Transportation.Konkan Railway.           Konkan Railway.

Education Services.      Indian Institute of Management. Indian Institute of Management.

Retail Trade.   Food World.      Food World.



Multiple Choice Single Answer
Question       Services are :-
Correct Answer          Not tangible
 Your Answer Not tangible


True/False
Question     Profound customer knowledge is essential to building winning brands
Correct Answer      True
Your Answer True


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


Multiple Choice Single Answer
Question       Use of multisite location is used to provide services in case of :-
Correct Answer          Bank ATMs.
Your Answer Bank ATMs.


Multiple Choice Single Answer
Question       Services :-
Correct Answer          Can not inventoried.
Your Answer Can not inventoried.


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


Multiple Choice Multiple Answer
 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
 Your Answer Hire the right people , Provide the needed support system , Retain the best people


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
 Your Answer Brand


True/False
Question     Services are intangibles.
Correct Answer       True
Your Answer True


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


Multiple Choice Multiple Answer
Question       Strategies used to implement a culture of internal service quality are:-
Correct Answer          Internal service guarantees , Internal customer service audits
Your Answer Internal service guarantees , Internal customer service audits


 Multiple Choice Single Answer
 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 :-
 Correct Answer          Brand Extension
 Your Answer Brand Extension


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


Multiple Choice Single Answer
Question       The effectiveness of the service can be judged on the basis of its :-
Correct Answer          Outcome.
Your Answer Outcome.


        LIST OF ATTEMPTED QUESTIONS AND ANSWERS


Multiple Choice Multiple Answer
Question       Advantages of a Range brand policy are:-
Correct Answer          Focuses on single brand image , Creates brand capital , Cost of launch is low
Your Answer Brand opacity , Creates brand capital , Cost of launch is low


Multiple Choice Single Answer
Question       The Molecular Model is developed by :-
Correct Answer          Lynn Shostack.
Your Answer Madam Query.


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
 Your Answer True


Multiple Choice Multiple Answer
Question       The three overlapping subsystems are :-
Correct Answer          Service operations , Service delivery , Service marketing
Your Answer Service operations , Service delivery , Service communications
Multiple Choice Single Answer
Question       Employee appearance and dress are important dimensions of which service quality?
Correct Answer          Tangibles
Your Answer Tangibles


Multiple Choice Multiple Answer
Question       Various uses of the company's physical evidence are:-
Correct Answer          Means for differentiation , Packaging , Socialising
Your Answer Means for differentiation , Packaging , Designing


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


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


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


True/False
Question     Blue printing offers an excellent way to understand customer's service experience.
Correct Answer       False
Your Answer True


Multiple Choice Single Answer
Question       The Service Marketing Triangle have evolved by :-
Correct Answer          Mary Jo Bitner
Your Answer Philip Kotler


Multiple Choice Single Answer
 Question      In this brand strategy the brand communicates in a generic manner by developing its
unique brand concept :-
 Correct Answer         Range brand strategy
 Your Answer Endorsing brand strategy


Select The Blank
Question       Increase in service industry is due ________.
Correct Answer         To resource scarcity.
Your Answer To resource scarcity.
Multiple Choice Multiple Answer
Question       Value of a brand is a function of which two factors?
Correct Answer          Earnings , Strength
Your Answer Earnings , Differentiation


 Multiple Choice Multiple Answer
  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.
  Your Answer To identify dissatisfied customers. , To monitor & track service performance. , To forecast
future expectations of customers.


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


Select The Blank
Question       Basic element in PR strategy is the preparation of ________.
Correct Answer         Press release
Your 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
  Your Answer True


Match The Following
Question       Correct Answer Your Answer

Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services

Example of purchasing space from another provider          Shopper's stop in a big shopping mall
      Pedestrian counts

Problems with intermediaries      Difficulty controlling quality and consistency across outlets
       Difficulty controlling quality and consistency across outlets

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



Select The Blank
Question       Customer ________ is essential to building winning brands.
Correct Answer       Knowledge
Your Answer Involvement
 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


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


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


Multiple Choice Multiple Answer
 Question      Which of the features are on the right side of the brand identity hexagonal
prism?
 Correct Answer         Personality , Culture , Self image
 Your Answer Culture , Self image


 Multiple Choice Single Answer
 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
 Your Answer Responsiveness


Multiple Choice Single Answer
Question       The following is new core products for markets that have not been previously defined :-
Correct Answer          Major Service Innovations
Your Answer Major Product Innovations


Select The Blank
Question       Brand ________ results from the concentrated efforts on a few brands.
Correct Answer        Extension
Your Answer Extension


Select The Blank
Question       ________ are at the crux of transactions and exchanges between people.
Correct Answer       Brands
Your Answer Brand identity


Select The Blank
Question       Brand's ________ are a measure of potential profitability.
 Correct Answer     Earnings
 Your Answer Earnings


True/False
 Question        Re-engineering is one of the most difficult strategies to implement in organisations that
are traditional.
 Correct Answer         True
 Your Answer True


True/False
Question     A multi brand policy can stop any new competitor's entering a market.
Correct Answer       True
Your Answer True


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


True/False
Question     The pricing of services is difficult.
Correct Answer       True
Your Answer True


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


True/False
Question     The vandals resort to physical abuse or damage of property.
Correct Answer      True
Your Answer True


True/False
Question     The corporate culture must reinforce the brand essence, promise and personality.
Correct Answer      True
Your Answer True


Match The Following
Question       Correct Answer Your Answer

Definition of value       What I get for what I give      The quality I get for the price I pay

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

Alternative to bidding   Negotiation       Negotiation



Multiple Choice Single Answer
Question       A fast food outlet refer to following features of services :-
Correct Answer          Intangibility.
Your Answer Price sensitivity.


Select The Blank
Question       The ________ has no intention of paying is a misbehaving customer.
Correct Answer        Thief
Your Answer Supplier


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


Select The Blank
Question       The purpose of ________ is to project a positive and consistent image to the public.
Correct Answer        Socialisation
Your Answer Socialisation


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


Select The Blank
Question       Employees response to customer needs & requests is called as ________.
Correct Answer       Adaptability.
Your Answer Credibility


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


Multiple Choice Single Answer
Question       The number of interlinked groups that work together in Service Marketing Triangle are :-
Correct Answer          Three
Your Answer Three


Multiple Choice Single Answer
 Question     The effectiveness of the service can be judged on the basis of its :-
 Correct Answer       Outcome.
 Your Answer Outcome.


True/False
Question     Advertising and public relations can be effective in encouraging evaluation and trial.
Correct Answer       False
Your Answer True

Service Marketing And Brand Management

Total Set- 2

USP     Unique selling proposition
Extraneous factor       Fantasised identity
Brand signals Sponsoring, patronage
Relationship aspect     Banks and services

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

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

Service distribution agreements Independent franchising, licensing and financial
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

Set -1

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

 Question Customer ________ is essential to building winning brands.
 Correct Answer Knowledge

 Question The goods can be ________ at one locality and transported for sale in another locality.
 Correct Answer Produced

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

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

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

 Question Too much crowding of ads leads to customer ignoring ads or not registering in the mind.
 Correct Answer True
 Question This method is used when valuing your own brand image for inclusion in the balance sheet :-
 Correct Answer Historic cost method

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

 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

 Question Strategies used to implement a culture of internal service quality are:-
 Correct Answer Internal service guarantees , Internal customer service audits

 Question The verbal part of the brand is called :-
 Correct Answer Brand name

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


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

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

Question Physical possession of a tangible object refers to :-
 Correct Answer Goods

 Question The customers can be ________ to address their needs.
 Correct Answer Educated

Question Services are :-
Correct Answer Not tangible

  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 defined as the positive differential effect that knowing the brand name has on customer
response to the product or service :-
 Correct Answer Brand equity

 Question Services can easily stored.
 Correct Answer False

 Question Service pricing strategies are often unsuccessful.
 Correct Answer True

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

 Question Coupons cannot be printed on the backs of ATM receipts.
 Correct Answer False

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

 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 Brand identity focuses too much on brand appearance and not enough on brand essence.
 Correct Answer False

 Question Front office automation has also revolutionised the sales function.
 Correct Answer True

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

 Question Loyal customers tend to spend more.
 Correct Answer True

 Question Countries who are members of SUPER BRAND are:-
 Correct Answer India , Hong Kong , Australia

  Question Neither ________ service nor its supplementary elements are delivered continuously
throughout the duration of service performance.
  Correct Answer Core

  Question Gap Model says that :-
  Correct Answer Close customer gap. , Remove discrepancies within organisation. , Use the strategies
to drive service excellence.

 Question The problem with umbrella brand strategy stems from the failure to appreciate its ________.
 Correct Answer Demand

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

 Question Extensions can be made in all directions.
 Correct Answer False

 Question Servuction Model used to illustrate the factors that influence the service experience are
visible & invisible to customers.
 Correct Answer True

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

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

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

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

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

Set -2
 Question Service industries who follow traditional practices, service personnel are the ________ on the
corporate ladder.
 Correct Answer Lowest

  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 Physical evidence of the service is located at ________ of the blue print.
 Correct Answer Top

Question The non personal communication component in Service Marketing Systems are :-
 Correct Answer Letters , Advertising , Signage


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

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

 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 External Marketing refers to :-
 Correct Answer Making promises.

 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 In this brand strategy the brand communicates in a generic manner by developing its unique
brand concept :-
 Correct Answer Range brand strategy

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

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

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

 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 A fast food outlet refer to following features of services :-
 Correct Answer Intangibility.

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

 Question Goods can be :-
 Correct Answer Standardized.

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

 Question Co-creating a brand with it's customers will help the brand continue to thrive.
 Correct Answer True

 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 Well dressed individuals are perceived as more intelligent, better workers and more pleasant
to engage in interactions.
  Correct Answer True

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

 Question Blue prints can be used to isolate failure points or bottlenecks in the service process
 Correct Answer True

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

 Question The quarrelsome refers to those misbehaving customers who quarrel with other customers or
with their own group members.
 Correct Answer False

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

 Question It is a tool that addresses the challenges of designing and specifying intangible service
processes :-
 Correct Answer Service blue printing
 Question Profound customer knowledge is essential to building winning brands
 Correct Answer True

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

 Question The ________ has no intention of paying is a misbehaving customer.
 Correct Answer Thief

 Question Brand ________ results from the concentrated efforts on a few brands.
 Correct Answer Extension

 Question Blue printing offers an excellent way to understand customer's service experience.
 Correct Answer False

 Question What is treated as an element of the extended Marketing mix?
 Correct Answer Service process

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

 Question The notion of brand image is both volatile and changing.
 Correct Answer True

 Question Relationship Research does not involve comprehensive approach on all aspects of
customers relationship with the service.
 Correct Answer False

 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

 Question Reflection provides a model with which to identify.
 Correct Answer True

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

 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 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

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

 Question Services :-
 Correct Answer Can not inventoried.


Skipped/Unsolved Questions
Which of the following are poor differentiators of profitability?
Price
Product functions
Product features
Emotional benefits

It is one of the recent concepts in service marketing :-
Brand building
Brand loyalty
Brand identity
Brand image

Who has written the book on Brand Management "Nets Out"?
Zeithaml and Bitner
Brad Van Auken
Sir Michael Perry
Lord Puttnan

Mental stimulus processing services directed at people's minds are :-
Accounting.
Psychotherapy.
Music concerts.
Education.

 1. Super brands        1. Marcel Knobil
2. Councils of Super brands            2. UK, France, Germany
3. Super brand's juggernaut            3. Indonesia, Netherlands, Portugal
4. Infosys              4. Uses brand earnings model
                5. Uses market value method
                6. A C Neilsen

1. CIT Methodology       1. Collecting critical incidents data.
2. SAS          2. Satisfied hotel customer.
3. Good customer encounter 3. Decrease in brand preference.
4. An attention paid to customer by waiter          4. Unsatisfied customer.
        5. Increase in brand loyalty.
        6. Customer driven airline.


        LIST OF ATTEMPTED QUESTIONS AND ANSWERS


Multiple Choice Multiple Answer
Question       Various uses of the company's physical evidence are:-
Correct Answer          Socialising , Means for differentiation , Packaging
Your Answer Means for differentiation , Packaging , Socialising


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


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


Multiple Choice Single Answer
Question       The Molecular Model is developed by :-
Correct Answer          Lynn Shostack.
Your Answer Lynn Shostack.


True/False
Question     Front office automation has also revolutionised the sales function.
Correct Answer        True
Your Answer True


 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
  Your Answer True


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


Select The Blank
Question       ________ are at the crux of transactions and exchanges between people.
Correct Answer       Brands
Your Answer Brands


Multiple Choice Multiple Answer
 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
 Your Answer Hire the right people , Provide the needed support system , Retain the best people


Match The Following
Question       Correct Answer Your Answer

Television Broadcasting.          Channel 7.       Channel 7.

Railroad Transportation.Konkan Railway.            Konkan Railway.

Education Services.      Indian Institute of Management. Indian Institute of Management.

Retail Trade.    Food World.      Food World.



Select The Blank
 Question     Sometimes employees can give ________ service spontaneously.
 Correct Answer      Extra
 Your Answer Extra


Select The Blank
Question       The ________ has no intention of paying is a misbehaving customer.
Correct Answer        Thief
Your Answer Thief


Select The Blank
Question       ________ helps usage extension.
Correct Answer       Co-branding
Your Answer Brand loyalty


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


Multiple Choice Single Answer
 Question      Major Process Innovations consists of :-
 Correct Answer         New process to deliver existing core products in new ways with additional
benefits.
 Your Answer New process to deliver existing core products in new ways with additional benefits.


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


True/False
Question     Services are intangibles.
Correct Answer       True
Your Answer True


 Multiple Choice Multiple Answer
 Question         Gap Model says that :-
 Correct Answer           Close customer gap. , Remove discrepancies within organisation. , Use the
strategies to drive service excellence.
 Your Answer Close customer gap. , Remove discrepancies within organisation. , Use the strategies to
drive service excellence.


 Multiple Choice Multiple Answer
  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.
  Your Answer To identify dissatisfied customers. , To monitor & track service performance. , To forecast
future expectations of customers.
Match The Following
Question       Correct Answer Your Answer

Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services

Example of purchasing space from another provider          Shopper's stop in a big shopping mall
      Shopper's stop in a big shopping mall

Problems with intermediaries      Difficulty controlling quality and consistency across outlets
       Difficulty controlling quality and consistency across outlets

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



True/False
Question     External brand building is essential to internal brand building.
Correct Answer       False
Your Answer True


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
 Your Answer True


True/False
Question     Closing the customer gap is not the outcome of Gap Model.
Correct Answer       False
Your Answer False


Multiple Choice Multiple Answer
Question       Value of a brand is a function of which two factors?
Correct Answer          Earnings , Strength
Your Answer Earnings , Strength


True/False
Question     Control can have negative ramifications within intermediaries.
Correct Answer       True
Your Answer True


Select The Blank
Question       All firms need to be aware of customer expectation of ________.
Correct Answer          Reliability
Your Answer Reliability
True/False
 Question     A complex service might be introduced without any formal objective depiction of the
process.
 Correct Answer     True
 Your Answer True


Select The Blank
Question       Educate customers to understand their ________ & perform them better.
Correct Answer        Roles
Your Answer Roles


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


 Multiple Choice Single Answer
 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
 Your Answer Retail gravity model


 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
  Your Answer True


Multiple Choice Single Answer
Question       Services are :-
Correct Answer          Not tangible
Your Answer Not tangible


Multiple Choice Multiple Answer
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


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


Multiple Choice Single Answer
Question       Marketers can have some control over their customer's impressions by :-
Correct Answer          Understanding cues.
Your Answer Understanding cues.
 Multiple Choice Multiple Answer
 Question        The tangible clues helps the consumers in :-
 Correct Answer          Service evaluation , Assessing quality of services , The market valuation of the
service provider
 Your Answer Service evaluation , Assessing quality of services


Multiple Choice Multiple Answer
 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
 Your Answer Pertinent , Innovation


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


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


Multiple Choice Single Answer
Question       Personal source of information for services is :-
Correct Answer          Friends
Your Answer Friends


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


Multiple Choice Single Answer
Question       The effectiveness of the service can be judged on the basis of its :-
Correct Answer          Outcome.
Your Answer Outcome.


Multiple Choice Single Answer
Question       Employee appearance and dress are important dimensions of which service quality?
Correct Answer          Tangibles
Your Answer Tangibles


Select The Blank
Question       Market value of the firm is equal to stock price multiplied by ________.
 Correct Answer      Number of shares
 Your Answer Value of tangible assets


 True/False
 Question     Identifying the benefits & the attributes are not included in customers requirement
research.
 Correct Answer        False
 Your Answer False


Select The Blank
 Question      The problem with umbrella brand strategy stems from the failure to appreciate its
________.
 Correct Answer       Demand
 Your Answer Demand


Multiple Choice Single Answer
Question       Physical possession of a tangible object refers to :-
Correct Answer          Goods
Your Answer Goods


LIST OF ATTEMPTED QUESTIONS AND ANSWERS

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

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

Multiple Choice Multiple Answer
Question       The non personal communication component in Service Marketing Systems are :-
Correct Answer          Letters , Advertising , Signage
Your Answer Letters , Advertising , Signage

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
 Your Answer Internally

Multiple Choice Multiple Answer
Question       Communication dimension of service quality includes :-
Correct Answer          Listening to customers. , Keeping them informed. , Simple language to be used.
Your Answer Listening to customers. , Keeping them informed. , Simple language to be used.

 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
 Your Answer True

Multiple Choice Single Answer
Question       It is the brand's verbal, visual and musical attributes :-
Correct Answer           Brand style
Your Answer Brand identity

True/False
Question     Critical study are not useful as alternatives to complaint solicitation.
Correct Answer         False
Your Answer False

 Multiple Choice Single Answer
 Question       This method is used when valuing your own brand image for inclusion in the balance
sheet :-
 Correct Answer          Historic cost method
 Your Answer Historic cost method

True/False
Question     The bankrupt run out of cash & end up in default of payment.
Correct Answer      True
Your Answer True

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

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

Multiple Choice Single Answer
Question       Services :-
Correct Answer          Can not inventoried.
Your Answer Can not inventoried.

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

Match The Following
Question       Correct Answer Your Answer

Philips Umbrella brand policy    Umbrella brand policy

Ariel   Procter and Gamble       Procter and Gamble

Food, cosmetics sector Range brand policy         Range brand policy

Brand Words, symbol, concept, object Words, symbol, concept, object
 Multiple Choice Multiple Answer
  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
  Your Answer Employees , Customer

Multiple Choice Single Answer
Question       The verbal part of the brand is called :-
Correct Answer          Brand name
Your Answer Brand name

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

Select The Blank
Question       Sometimes employees can give ________ service spontaneously.
Correct Answer        Extra
Your Answer Extra

Multiple Choice Single Answer
Question       Perishability of services referred to be that they :-
Correct Answer          Can not be saved.
Your Answer Can not be saved.

Select The Blank
Question       The ________ has no intention of paying is a misbehaving customer.
Correct Answer        Thief
Your Answer Thief

True/False
Question     The corporate culture must reinforce the brand essence, promise and personality.
Correct Answer      True
Your Answer True

Multiple Choice Single Answer
Question       Which of the communication mix element includes corporate logos?
Correct Answer          Corporate design
Your Answer Advertising

True/False
Question     Closing the customer gap is not the outcome of Gap Model.
Correct Answer       False
Your Answer True

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

Multiple Choice Single Answer
Question       Lack of patent protection is applicable for :-
Correct Answer          Services
 Your Answer Services

True/False
Question     Product planners need to include three components in the design of the service offering.
Correct Answer       True
Your Answer True

Select The Blank
Question       Service employees basically perform ________ functions.
Correct Answer         Marketing
Your Answer Marketing

Match The Following
Question       Correct Answer Your Answer

Speed and delivery of services is a issue due to Heterogeneity nature.      Heterogeneity nature.

Standardization Possible solution to heterogeneity of services.    Possible solution to heterogeneity of
services.

Consumer management.             Possible solution to inseparability of services.   Possible solution to
inseparability of services.

Inseparability refers to The involvement of other customers in the service production process.       The
involvement of other customers in the service production process.


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

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

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

True/False
 Question       Service development, design & delivery are intricately intertwined, hence they should
not work together.
 Correct Answer        True
 Your Answer True

Select The Blank
Question       ________ are useful for adjusting demand and supply fluctuations.
Correct Answer       Price promotion
Your Answer Price promotion

Multiple Choice Multiple Answer
 Question     What are the social facets of brand identity prism?
 Correct Answer      Physique , Relationship , Reflection
 Your Answer Physique , Relationship , Reflection

Multiple Choice Multiple Answer
Question       Various uses of the company's physical evidence are:-
Correct Answer          Means for differentiation , Packaging , Socialising
Your Answer Means for differentiation , Packaging , Socialising

Multiple Choice Single Answer
Question       Customer satisfaction is possible if the promises made in services are :-
Correct Answer          Consistent & realistic.
Your Answer Consistent & realistic.

True/False
 Question      In service development of new tangible products it involves construction of product
prototypes & testing for consumer acceptance.
 Correct Answer         True
 Your Answer True

True/False
Question     Reflection provides a model with which to identify.
Correct Answer       True
Your Answer True

Multiple Choice Single Answer
Question       Adequate service is also known as :-
Correct Answer          Lower level of service
Your Answer Upper level of service

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

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

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

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

Multiple Choice Single Answer
Question       Services are :-
Correct Answer          Not tangible
Your Answer Not tangible
Multiple Choice Single Answer
Question       Personal source of information for services is :-
Correct Answer          Friends
Your Answer Friends

True/False
Question     Two major dimensions of Y & R model are: leadership and stability.
Correct Answer     False
Your Answer False


        LIST OF ATTEMPTED QUESTIONS AND ANSWERS


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


Multiple Choice Single Answer
Question       It is today a leading edge indicator of profitability and market share tomorrow :-
Correct Answer           Relevant differentiation
Your Answer Relevant differentiation


Multiple Choice Single Answer
 Question      It provides the same identifying function for services that a trademark provides for
goods :-
 Correct Answer         Service mark
 Your Answer Generic name


True/False
Question     Promotions reduce the risk of first time purchase for customers and encourages trial.
Correct Answer      True
Your Answer True


True/False
Question     The corporate culture must reinforce the brand essence, promise and personality.
Correct Answer      True
Your Answer True


Select The Blank
Question       The purpose of ________ is to project a positive and consistent image to the public.
Correct Answer        Socialisation
Your Answer Designing


Multiple Choice Single Answer
Question       The new retailing models provides information based benefits such as :-
Correct Answer          Greater customization.
Your Answer Greater customization.
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
 Your Answer Internally


 Multiple Choice Single Answer
  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
  Your Answer E-Commerce


Select The Blank
Question       The customers can be ________ to address their needs.
Correct Answer        Educated
Your Answer Educated


Match The Following
Question       Correct Answer Your Answer

Brand Words, symbol, concept, object Words, symbol, concept, object

Philips Umbrella brand policy     Umbrella brand policy

Ariel   Procter and Gamble        Procter and Gamble

Food, cosmetics sector Range brand policy          Line brand policy



 Multiple Choice Single Answer
 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
 Your Answer Retail gravity model


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


True/False
 Question        Customers who are attracted by cut-price offers cannot easily be enticed away by
another offer from a competitor.
 Correct Answer         False
 Your Answer False


True/False
 Question     Levels of customer contact is used as variable in services classification.
 Correct Answer       True
 Your Answer True


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


True/False
Question     Profound customer knowledge is essential to building winning brands
Correct Answer      True
Your Answer True


Multiple Choice Multiple Answer
Question       Stores add value to the product by following features:-
Correct Answer          Free home delivery , Gift wrapping , Customised advice
Your Answer Free home delivery , Gift wrapping , Customised advice


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


Select The Blank
Question       The ________ of the brand is always stronger than its extensions.
Correct Answer        Core
Your Answer Core


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


 Select The Blank
 Question       The loss of quality control may also be accompanied by the ________ over operating
costs.
 Correct Answer         Loss of control
 Your Answer Loss of control


Multiple Choice Single Answer
Question       Service encounter may takes place between customers and :-
Correct Answer          Service employees.
Your Answer Service employees.


True/False
Question        Control can have negative ramifications within intermediaries.
 Correct Answer          True
 Your Answer True


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


Multiple Choice Single Answer
Question       It promises a relevant, differentiated purchase motivating benefit to the target customer :-
Correct Answer          Strong brand
Your Answer Competitor's brand


Multiple Choice Single Answer
Question       Numerous forms of communication, collectively referred as the marketing :-
Correct Answer          Communication mix
Your Answer Promotion mix


Multiple Choice Single Answer
Question       It is a measure of brand's reliability of its future earnings :-
Correct Answer          Strength
Your Answer Leadership


True/False
Question     Services are not patentable.
Correct Answer       True
Your Answer True


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


Multiple Choice Multiple Answer
 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
 Your Answer Customer values brand and sees it as friend , Customer devoted to the brand


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


Multiple Choice Single Answer
Question       It survives because it exceeds customer expectations :-
Correct Answer          Brand
 Your Answer Brand


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


True/False
 Question      Market value method is used when valuing your own brand image for inclusion in the
balance sheet.
 Correct Answer        False
 Your Answer False


True/False
 Question      The business strategy in a production line organisation is one of Differentiation and
Customisation.
 Correct Answer       False
 Your Answer True


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


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


Multiple Choice Multiple Answer
Question       Various media options available to a service marketer are:-
Correct Answer          Magazines , Flyers , Radio
Your Answer Magazines , Flyers , Radio


Multiple Choice Multiple Answer
 Question      The basic criteria for an effective service research programme includes :-
 Correct Answer         Qualitative & quantitative research. , Expectations & perceptions of customers. ,
Occurs with appropriate frequency.
 Your Answer Qualitative & quantitative research. , Expectations & perceptions of customers.


Multiple Choice Multiple Answer
 Question      Ways to achieve emotional connection towards a brand are:-
 Correct Answer         Advertising , Quality of front line customers , Company sponsors consumer
events
 Your Answer Advertising , Sales promotion , Company sponsors consumer events
 Multiple Choice Multiple Answer
 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.
 Your Answer As they require customer participation in production process. , Performance can not be
separated from performers.


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


Match The Following
Question       Correct Answer Your Answer

Speed and delivery of services is a issue due to Heterogeneity nature.      Heterogeneity nature.

Standardization Possible solution to heterogeneity of services.    Possible solution to heterogeneity of
services.

Consumer management.             Possible solution to inseparability of services.   Possible solution to
inseparability of services.

Inseparability refers to The involvement of other customers in the service production process.       The
involvement of other customers in the service production process.



Multiple Choice Single Answer
Question       When the delivery of core product is outsourced to an intermediary, it is called :-
Correct Answer          Franchising
Your Answer Pedestrian counts


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



        LIST OF ATTEMPTED QUESTIONS AND ANSWERS


Select The Blank
 Question       Service industries who follow traditional practices, service personnel are the ________
on the corporate ladder.
 Correct Answer          Lowest
 Your Answer Lowest


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


Multiple Choice Multiple Answer
Question       Stores add value to the product by following features:-
Correct Answer          Free home delivery , Gift wrapping , Customised advice
Your Answer Free home delivery , Gift wrapping , Customised advice


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


Multiple Choice Single Answer
Question       It is a measure of brand's reliability of its future earnings :-
Correct Answer          Strength
Your Answer Strength


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


Multiple Choice Multiple Answer
Question       Communication dimension of service quality includes :-
Correct Answer          Listening to customers. , Keeping them informed. , Simple language to be used.
Your Answer Listening to customers. , Keeping them informed. , Simple language to be used.


Multiple Choice Single Answer
 Question      In this brand strategy the brand communicates in a generic manner by developing its
unique brand concept :-
 Correct Answer         Range brand strategy
 Your Answer Range brand strategy


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


Select The Blank
 Question      While purchasing a service, perceived benefits are weighed against the perceived
________.
 Correct Answer       Costs
 Your Answer Costs
Multiple Choice Multiple Answer
Question       The three overlapping subsystems are :-
Correct Answer          Service operations , Service delivery , Service marketing
Your Answer Service operations , Service delivery , Service marketing


Select The Blank
Question       ________ means the set of values feeding the brand's inspiration.
Correct Answer       Culture
Your Answer Culture


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
 Your Answer Internally


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


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


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


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


Match The Following
Question       Correct Answer Your Answer

Issue of Airline miles in return for a purchase   Couponing           Couponing

Face to face communication        Personal selling Personal selling

Fund raising, recognition and reward programs Public relations Advertising

Samples, coupons, gifts etc       Sales promotion         Sales promotion
Select The Blank
Question       ________ are the customers who tell others not to buy the brand from the company.
Correct Answer       Terrorists
Your Answer Terrorists


Multiple Choice Multiple Answer
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
Your Answer Blame the colleagues , Show favoritism , Promise what you can not perform


 Multiple Choice Single Answer
 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
 Your Answer Evaluation


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


 True/False
 Question         Servuction Model used to illustrate the factors that influence the service experience are
visible & invisible to customers.
 Correct Answer            True
 Your Answer True


True/False
Question     Levels of customer contact is used as variable in services classification.
Correct Answer       True
Your Answer True


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


 Multiple Choice Single Answer
  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
  Your Answer Franchising


Multiple Choice Single Answer
Question       Service encounter may takes place between customers and :-
Correct Answer          Service employees.
Your Answer Service employees.
Match The Following
Question       Correct Answer Your Answer

Service operation       Service personnel & physical facilities.    Service personnel & physical facilities.

Servuction Model        Visible & invisible factors        Visible & invisible factors

FedEx Corporation       All the sides of a triangle well aligned.   All the sides of a triangle well aligned.

The inanimate environment        All the non living features of service encounter. All the non living
features of service encounter.



True/False
Question     Advertising and public relations can be effective in encouraging evaluation and trial.
Correct Answer       False
Your Answer True


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


Select The Blank
Question       Performance of services is ________.
Correct Answer        Intangible.
Your Answer Intangible.


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


True/False
 Question      The business strategy in a production line organisation is one of Differentiation and
Customisation.
 Correct Answer       False
 Your Answer False


True/False
Question     The corporate culture must reinforce the brand essence, promise and personality.
Correct Answer      True
Your Answer True


True/False
Question     Service industry is a zero growth industry.
Correct Answer       False
 Your Answer False


 Select The Blank
 Question       When customers evaluate competing service, they are comparing the relative ________
value.
 Correct Answer       Net
 Your 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
  Your Answer True


True/False
Question     Front office automation has also revolutionised the sales function.
Correct Answer        True
Your Answer True


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


 Multiple Choice Multiple Answer
 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
 Your Answer Asking clients what they expect , Enquiring the particular aspects of service , Requesting
client to provide ranking as per his requirements


True/False
Question     For a retailer, brand is a means and not a necessity.
Correct Answer       True
Your Answer True


True/False
Question     Reflecting the customer as he or she is the target.
Correct Answer       False
Your Answer True


True/False
 Question       Well dressed individuals are perceived as more intelligent, better workers and more
pleasant to engage in interactions.
 Correct Answer          True
 Your Answer True
True/False
Question     Growth in service sector is due to launch of new products.
Correct Answer      True
Your Answer False


Multiple Choice Multiple Answer
Question       What are the internal facets of brand identity prism?
Correct Answer          Personality , Culture , Self image
Your Answer Personality , Culture , Self image


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


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



        LIST OF ATTEMPTED QUESTIONS AND ANSWERS


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


Multiple Choice Single Answer
Question       A brand must correspond to only one product. This is called :-
Correct Answer          Procterian dogma
Your Answer Innovation


True/False
 Question       Stimulus Response approach and Formula approach takes into consideration customer
questions and individual customer needs.
 Correct Answer         False
 Your Answer False


Multiple Choice Single Answer
 Question        These messages often include promises about the benefits that customers will receive
and the quality of service delivery :-
 Correct Answer           Communication
 Your Answer Sales promotion
Multiple Choice Multiple Answer
 Question      Ways to achieve emotional connection towards a brand are:-
 Correct Answer         Advertising , Quality of front line customers , Company sponsors consumer
events
 Your Answer Quality of front line customers , Company sponsors consumer events


Multiple Choice Single Answer
Question       Services :-
Correct Answer          Can not inventoried.
Your Answer Can not inventoried.


Match The Following
Question       Correct Answer Your Answer

Television Broadcasting.        Channel 7.       Channel 7.

Railroad Transportation.Konkan Railway.          Konkan Railway.

Education Services.     Indian Institute of Management. Indian Institute of Management.

Retail Trade.   Food World.     Food World.



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


Multiple Choice Single Answer
Question       Augmented product refers to :-
Correct Answer          Extended product.
Your Answer Extended product.


Multiple Choice Single Answer
Question       Goods can be :-
Correct Answer          Standardized.
Your Answer Standardized.


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


Multiple Choice Multiple Answer
Question       Emotional loyalty can be brought about in the following ways:-
Correct Answer          Personal relationship with the brand , User community
Your Answer Personal relationship with the brand , User community
Multiple Choice Multiple Answer
Question       Mental stimulus processing services directed at people's minds are :-
Correct Answer          Psychotherapy. , Music concerts. , Education.
Your Answer Psychotherapy. , Music concerts. , Education.


Multiple Choice Single Answer
Question       Services are :-
Correct Answer          Not tangible
Your Answer Not tangible


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


Select The Blank
Question       The ________ offers an excellent way to understand customer's service experience.
Correct Answer        Flowcharting
Your Answer Flowcharting


Multiple Choice Single Answer
Question       The only way to achieve brand extension is by:-
Correct Answer          Renewing the product
Your Answer Introducing new product


True/False
Question     One of the problem encountered with Range product strategy is of brand opacity.
Correct Answer       True
Your Answer True


Match The Following
Question       Correct Answer Your Answer

Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services

Example of purchasing space from another provider          Shopper's stop in a big shopping mall
      Shopper's stop in a big shopping mall

Problems with intermediaries      Difficulty controlling quality and consistency across outlets
       Difficulty controlling quality and consistency across outlets

Channel conflict occurs when Service principal and intermediaries are too dependent Service
principal and intermediaries are too dependent
Multiple Choice Multiple Answer
Question       Three horizontal lines of the service blue print are:-
Correct Answer          Line of Internal interaction , Line of Interaction , Line of Visibility
Your Answer Line of Internal interaction , Line of Interaction , Line of Visibility


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


Select The Blank
 Question      The problem with umbrella brand strategy stems from the failure to appreciate its
________.
 Correct Answer       Demand
 Your Answer Demand


Multiple Choice Single Answer
Question       For services its quality depends on :-
Correct Answer          Consumer's Perception
Your Answer Consumer's Perception


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


Multiple Choice Multiple Answer
Question       Value of a brand is a function of which two factors?
Correct Answer          Earnings , Strength
Your Answer Earnings , Strength


Multiple Choice Multiple Answer
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.
Your Answer It can not be touched. , It can not be stored. , It can not be readily displayed.


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


True/False
 Question      Market value method is used when valuing your own brand image for inclusion in the
balance sheet.
 Correct Answer        False
 Your Answer False
Select The Blank
Question       All firms need to be aware of customer expectation of ________.
Correct Answer          Reliability
Your Answer Reliability


 Select The Blank
 Question       The loss of quality control may also be accompanied by the ________ over operating
costs.
 Correct Answer         Loss of control
 Your Answer Loss of revenue


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


Multiple Choice Single Answer
Question       Employee appearance and dress are important dimensions of which service quality?
Correct Answer          Tangibles
Your Answer Tangibles


 Multiple Choice Single Answer
 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
 Your Answer Responsiveness


 True/False
 Question       The quarrelsome refers to those misbehaving customers who quarrel with other
customers or with their own group members.
 Correct Answer          False
 Your Answer True


True/False
Question     Profound customer knowledge is essential to building winning brands
Correct Answer      True
Your Answer True


True/False
 Question        Customers who are attracted by cut-price offers cannot easily be enticed away by
another offer from a competitor.
 Correct Answer         False
 Your Answer False


Multiple Choice Single Answer
Question       It is one of the recent concepts in service marketing :-
Correct Answer          Brand identity
Your Answer Brand identity
Multiple Choice Multiple Answer
 Question      Advantages of Source brand strategy are:-
 Correct Answer         Products are directly named , Ability to provide difference , Ability to provide
depth
 Your Answer Products are directly named , Ability to provide difference , Ability to provide depth


Multiple Choice Single Answer
 Question       It is a common element that sends a single message amid the wide variety of its
products, actions and slogans :-
 Correct Answer           Brand identity
 Your Answer Brand identity


Select The Blank
Question       ________ helps usage extension.
Correct Answer       Co-branding
Your Answer Co-branding


 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


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


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


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


True/False
Question     Promotions reduce the risk of first time purchase for customers and encourages trial.
Correct Answer      True
Your Answer True


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


Select The Blank
Question       ________ help us in achieving our mission and vision.
Correct Answer       Values
Your Answer Values


       LIST OF ATTEMPTED QUESTIONS AND ANSWERS


True/False
Question     Service industry is a zero growth industry.
Correct Answer       False
Your Answer False


Select The Blank
Question       Service employees basically perform ________ functions.
Correct Answer         Marketing
Your Answer Marketing


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


True/False
Question     The bankrupt run out of cash & end up in default of payment.
Correct Answer      True
Your Answer True


Multiple Choice Single Answer
Question       The main solution to intangibility of service is :-
Correct Answer          Creating a strong brand image of an organization.
Your Answer Creating a strong brand image of an organization.


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


Select The Blank
Question       Basic element in PR strategy is the preparation of ________.
Correct Answer         Press release
Your Answer Press release


True/False
 Question     The firm do not collects & documents complaints from customers.
 Correct Answer       False
 Your Answer False


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


Multiple Choice Multiple Answer
Question       Various value based pricing are:-
Correct Answer          Service guarantees , Flat rate pricing
Your Answer Service guarantees , Flat rate pricing


Multiple Choice Single Answer
 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
 Your Answer NPV of future earnings


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


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


Multiple Choice Multiple Answer
Question       The three overlapping subsystems are :-
Correct Answer          Service operations , Service delivery , Service marketing
Your Answer Service operations , Service delivery , Service marketing


Select The Blank
Question       Performance of services is ________.
Correct Answer        Intangible.
Your Answer Intangible.


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


True/False
 Question     Product planners need to include three components in the design of the service offering.
 Correct Answer       True
 Your Answer True


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


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


Multiple Choice Single Answer
Question       "Service profit chain" shows the interrelationship between :-
Correct Answer          Customer and employee satisfaction
Your Answer Revenue growth and profitability


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


Multiple Choice Multiple Answer
 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.
 Your Answer A delayed flight. , Hotel room booked in advance not available. , A surgical operation
wrongly carried out.


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


Select The Blank
Question       Increase in service industry is due ________.
Correct Answer         To resource scarcity.
Your Answer To resource scarcity.


True/False
Question     The vandals resort to physical abuse or damage of property.
Correct Answer      True
Your Answer True
Multiple Choice Multiple Answer
Question       Brand strength is measured against which key attributes?
Correct Answer          Market , Leadership , Geography
Your Answer Market , Leadership , Geography


Multiple Choice Single Answer
Question       Perishability of services referred to be that they :-
Correct Answer          Can not be saved.
Your Answer Can not be saved.


Multiple Choice Single Answer
 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
 Your Answer Generic name


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


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


True/False
Question     A shelf without the favourite market brands is unattractive in the eyes of the customers.
Correct Answer       True
Your Answer True


 Multiple Choice Multiple Answer
  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.
  Your Answer To identify dissatisfied customers. , To monitor & track service performance. , To forecast
future expectations of customers.


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


 Multiple Choice Single Answer
 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
 Your Answer Price premium method
Multiple Choice Multiple Answer
Question       Countries who are members of SUPER BRAND are:-
Correct Answer          India , Hong Kong , Australia
Your Answer India , Hong Kong , Australia


Select The Blank
Question       Contact employee personifies the ________ in the customer's eye.
Correct Answer         Firm
Your Answer Firm


Match The Following
Question       Correct Answer Your Answer

Speed and delivery of services is a issue due to Heterogeneity nature.       Heterogeneity nature.

Standardization Possible solution to heterogeneity of services.     Possible solution to heterogeneity of
services.

Consumer management.              Possible solution to inseparability of services.   Possible solution to
inseparability of services.

Inseparability refers to The involvement of other customers in the service production process.       The
involvement of other customers in the service production process.



Match The Following
Question       Correct Answer Your Answer

Part time employee utilization.   Supply strategy Supply strategy

Demand strategy           Creative pricing.        Creative pricing.

Supply strategy Capacity sharing.         Capacity sharing.

Development of non peak demand.           Demand strategy.          Demand strategy.



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


 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
  Your Answer True
Multiple Choice Multiple Answer
Question       Which of the following are poor differentiators of profitability?
Correct Answer          Price , Product functions , Product features
Your Answer Price , Product functions , Product features


 Multiple Choice Multiple Answer
  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
  Your Answer Satisfied customer. Would incur cost for brand change , Customer values brand and sees
it as friend , Customer devoted to the brand


Multiple Choice Single Answer
Question       The center of Model of Customer Service Expectation made up of :-
Correct Answer          Detailed view of expectations
Your Answer Detailed view of expectations


 Multiple Choice Multiple Answer
 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
 Your Answer Greater freedom of movement , Least expensive way of giving substance to the company
name , Responsible for the guarantee


 Multiple Choice Single Answer
 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
 Your Answer Interest


True/False
Question     Closing the customer gap is not the outcome of Gap Model.
Correct Answer       False
Your Answer False


        LIST OF ATTEMPTED QUESTIONS AND ANSWERS


Multiple Choice Multiple Answer
Question       Various uses of the company's physical evidence are:-
Correct Answer          Socialising , Means for differentiation , Packaging
Your Answer Means for differentiation , Packaging , Socialising


Multiple Choice Multiple Answer
Question       The value of brand equity is a function of :-
Correct Answer          Age of the brand , Cumulative advertising , Order of entry into the market
Your Answer Age of the brand , Cumulative advertising , Order of entry into the market
Select The Blank
Question       Cues such as the ________ that accompany the service.
Correct Answer        Tangibles
Your Answer Tangibles


Multiple Choice Single Answer
Question       The Molecular Model is developed by :-
Correct Answer          Lynn Shostack.
Your Answer Lynn Shostack.


True/False
Question     Front office automation has also revolutionised the sales function.
Correct Answer        True
Your Answer True


 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
  Your Answer True


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


Select The Blank
Question       ________ are at the crux of transactions and exchanges between people.
Correct Answer       Brands
Your Answer Brands


Multiple Choice Multiple Answer
 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
 Your Answer Hire the right people , Provide the needed support system , Retain the best people


Match The Following
Question       Correct Answer Your Answer

Television Broadcasting.          Channel 7.       Channel 7.

Railroad Transportation.Konkan Railway.            Konkan Railway.

Education Services.      Indian Institute of Management. Indian Institute of Management.

Retail Trade.    Food World.      Food World.
Select The Blank
Question       Sometimes employees can give ________ service spontaneously.
Correct Answer        Extra
Your Answer Extra


Select The Blank
Question       The ________ has no intention of paying is a misbehaving customer.
Correct Answer        Thief
Your Answer Thief


Select The Blank
Question       ________ helps usage extension.
Correct Answer       Co-branding
Your Answer Brand loyalty


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


Multiple Choice Single Answer
 Question      Major Process Innovations consists of :-
 Correct Answer         New process to deliver existing core products in new ways with additional
benefits.
 Your Answer New process to deliver existing core products in new ways with additional benefits.


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


True/False
Question     Services are intangibles.
Correct Answer       True
Your Answer True


 Multiple Choice Multiple Answer
 Question         Gap Model says that :-
 Correct Answer           Close customer gap. , Remove discrepancies within organisation. , Use the
strategies to drive service excellence.
 Your Answer Close customer gap. , Remove discrepancies within organisation. , Use the strategies to
drive service excellence.


 Multiple Choice Multiple Answer
  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.
  Your Answer To identify dissatisfied customers. , To monitor & track service performance. , To forecast
future expectations of customers.


Match The Following
Question       Correct Answer Your Answer

Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services

Example of purchasing space from another provider          Shopper's stop in a big shopping mall
      Shopper's stop in a big shopping mall

Problems with intermediaries      Difficulty controlling quality and consistency across outlets
       Difficulty controlling quality and consistency across outlets

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



True/False
Question     External brand building is essential to internal brand building.
Correct Answer       False
Your Answer True


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
 Your Answer True


True/False
Question     Closing the customer gap is not the outcome of Gap Model.
Correct Answer       False
Your Answer False


Multiple Choice Multiple Answer
Question       Value of a brand is a function of which two factors?
Correct Answer          Earnings , Strength
Your Answer Earnings , Strength


True/False
Question     Control can have negative ramifications within intermediaries.
Correct Answer       True
Your Answer True


Select The Blank
Question       All firms need to be aware of customer expectation of ________.
Correct Answer          Reliability
Your Answer Reliability
True/False
 Question     A complex service might be introduced without any formal objective depiction of the
process.
 Correct Answer      True
 Your Answer True


Select The Blank
Question       Educate customers to understand their ________ & perform them better.
Correct Answer        Roles
Your Answer Roles


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


 Multiple Choice Single Answer
 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
 Your Answer Retail gravity model


 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
  Your Answer True


Multiple Choice Single Answer
Question       Services are :-
Correct Answer          Not tangible
Your Answer Not tangible


Multiple Choice Multiple Answer
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


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


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


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


Multiple Choice Multiple Answer
 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
 Your Answer Pertinent , Innovation


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


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


Multiple Choice Single Answer
Question       Personal source of information for services is :-
Correct Answer          Friends
Your Answer Friends


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


Multiple Choice Single Answer
Question       The effectiveness of the service can be judged on the basis of its :-
Correct Answer          Outcome.
Your Answer Outcome.


Multiple Choice Single Answer
Question       Employee appearance and dress are important dimensions of which service quality?
Correct Answer          Tangibles
Your Answer Tangibles
Select The Blank
Question       Market value of the firm is equal to stock price multiplied by ________.
Correct Answer         Number of shares
Your Answer Value of tangible assets


 True/False
 Question     Identifying the benefits & the attributes are not included in customers requirement
research.
 Correct Answer        False
 Your Answer False


Select The Blank
 Question      The problem with umbrella brand strategy stems from the failure to appreciate its
________.
 Correct Answer       Demand
 Your Answer Demand


Multiple Choice Single Answer
Question       Physical possession of a tangible object refers to :-
Correct Answer          Goods
Your Answer Goods




Multiple Choice Multiple Answer
Question       What are the social facets of brand identity prism?
Correct Answer          Physique , Relationship , Reflection
Your Answer Physique , Relationship , Reflection


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
 Your Answer True


Multiple Choice Multiple Answer
Question       Countries who are members of SUPER BRAND are:-
Correct Answer          India , Hong Kong , Australia
Your Answer India , Hong Kong , Australia


Multiple Choice Single Answer
Question       Services are :-
Correct Answer          Not tangible
Your Answer Not tangible


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


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


Multiple Choice Single Answer
Question       The number of interlinked groups that work together in Service Marketing Triangle are :-
Correct Answer          Three
Your Answer Three


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


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


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
 Your Answer True


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


 True/False
 Question         Servuction Model used to illustrate the factors that influence the service experience are
visible & invisible to customers.
 Correct Answer            True
 Your Answer True


Multiple Choice Single Answer
 Question     For services its quality depends on :-
 Correct Answer       Consumer's Perception
 Your Answer Consumer's Perception


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


Multiple Choice Single Answer
 Question      In this brand strategy the brand communicates in a generic manner by developing its
unique brand concept :-
 Correct Answer         Range brand strategy
 Your Answer Range brand strategy


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


Multiple Choice Single Answer
Question       Goods can be :-
Correct Answer          Standardized.
Your Answer Standardized.


 Multiple Choice Multiple Answer
  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.
  Your Answer To identify dissatisfied customers. , To monitor & track service performance. , To forecast
future expectations of customers.


 Select The Blank
 Question       When customers evaluate competing service, they are comparing the relative ________
value.
 Correct Answer       Net
 Your Answer Net


Multiple Choice Single Answer
 Question      Which brand strategy has the ability to provide a two tiered sense of difference and
depth?
 Correct Answer         Source brand strategy
 Your Answer Source brand strategy


Multiple Choice Multiple Answer
Question       Internal brand culture is composed of:-
Correct Answer          Language used , Beliefs and attitudes of staff , Organisational structure
Your Answer Language used , Beliefs and attitudes of staff , Organisational structure
Select The Blank
 Question      Added value, Brand identity and an effective product, these three characteristics are
________ in nature.
 Correct Answer       Multiplicative
 Your Answer Multiplicative


Multiple Choice Single Answer
Question       The difference between the two levels of expectations is called as :-
Correct Answer          The zone of tolerance
Your Answer The zone of tolerance


True/False
Question     Internal procedures must support quality service performance.
Correct Answer        True
Your Answer True


Multiple Choice Single Answer
Question       The Service Marketing Triangle have evolved by :-
Correct Answer          Mary Jo Bitner
Your Answer Mary Jo Bitner


Select The Blank
Question       ________ help us in achieving our mission and vision.
Correct Answer       Values
Your Answer Values


 True/False
 Question         The interbrand approach measures the consumer's perception of the brand which is
critical for marketing decision making.
 Correct Answer           False
 Your Answer False


Select The Blank
Question       ________ means the set of values feeding the brand's inspiration.
Correct Answer       Culture
Your Answer Culture


Match The Following
Question       Correct Answer Your Answer

USP     Unique selling proposition      Unique selling proposition

Extraneous factor       Fantasised identity     Fantasised identity

Brand signals   Sponsoring, patronage Sponsoring, patronage

Relationship aspect     Banks and services      Banks and services
True/False
Question     Brand stature is a combination of esteem and knowledge.
Correct Answer       True
Your Answer True


Multiple Choice Single Answer
Question       It is a measure of brand's reliability of its future earnings :-
Correct Answer          Strength
Your Answer Strength


 True/False
 Question     Empathy is non ability to provide caring individualized attention the firm provides its
customers.
 Correct Answer     False
 Your Answer False


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


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
 Your Answer True


Select The Blank
Question       ________ helps usage extension.
Correct Answer       Co-branding
Your Answer Brand extension


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


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


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


Multiple Choice Single Answer
Question       Numerous forms of communication, collectively referred as the marketing :-
Correct Answer          Communication mix
Your Answer Communication mix


True/False
Question     Service pricing strategies are often unsuccessful.
Correct Answer       True
Your Answer True


Match The Following
Question       Correct Answer Your Answer

The inanimate environment         All the non living features of service encounter. All the non living
features of service encounter.

Service operation        Service personnel & physical facilities.     Service personnel & physical facilities.

Servuction Model         Visible & invisible factors         Visible & invisible factors

FedEx Corporation        All the sides of a triangle well aligned.    All the sides of a triangle well aligned.



Multiple Choice Single Answer
Question       Services :-
Correct Answer          Can not inventoried.
Your Answer Can not inventoried.


Multiple Choice Multiple Answer
Question       Stores add value to the product by following features:-
Correct Answer          Free home delivery , Gift wrapping , Customised advice
Your Answer Free home delivery , Gift wrapping , Customised advice


True/False
 Question       Stimulus Response approach and Formula approach takes into consideration customer
questions and individual customer needs.
 Correct Answer         False
 Your Answer False


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


Multiple Choice Multiple Answer
 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
 Your Answer Greater freedom of movement , Least expensive way of giving substance to the company
name , Responsible for the guarantee


        LIST OF ATTEMPTED QUESTIONS AND ANSWERS


True/False
Question     Reflection provides a model with which to identify.
Correct Answer       True
Your Answer True


Select The Blank
Question       In case of services ________ can not be separated from consumption.
Correct Answer         Production.
Your Answer Selling.


True/False
Question     Two major dimensions of Y & R model are: leadership and stability.
Correct Answer     False
Your Answer True


 Select The Blank
 Question       The loss of quality control may also be accompanied by the ________ over operating
costs.
 Correct Answer         Loss of control
 Your Answer Loss of revenue


Match The Following
Question       Correct Answer Your Answer

Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services

Example of purchasing space from another provider          Shopper's stop in a big shopping mall
      Shopper's stop in a big shopping mall

Problems with intermediaries      Difficulty controlling quality and consistency across outlets
       Difficulty controlling quality and consistency across outlets

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



Multiple Choice Single Answer
Question       For services its quality depends on :-
Correct Answer          Consumer's Perception
Your Answer Consumer's Perception
Multiple Choice Multiple Answer
Question       Service skills and interactive training is required for:-
Correct Answer          Supporting the staff , Front line employee , Managers
Your Answer Supporting the staff , Front line employee , Managers


Multiple Choice Single Answer
Question       Goods can be :-
Correct Answer          Standardized.
Your Answer Simultaneously produced & consumed.


Multiple Choice Single Answer
Question       Strategies for enabling service promises are often referred to as :-
Correct Answer          Internal marketing
Your Answer Vertical marketing


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


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


Select The Blank
Question       Sometimes employees can give ________ service spontaneously.
Correct Answer        Extra
Your Answer Extra


Multiple Choice Multiple Answer
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
Your Answer Smile , Look into customer's eye , Listening


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


Select The Blank
Question       Increase in service industry is due ________.
Correct Answer         To resource scarcity.
Your Answer To resource scarcity.
Multiple Choice Single Answer
Question       It creates a relationship and a strong bond with the customer that grows over time :-
Correct Answer          Brand equity
Your Answer Brand loyalty


Multiple Choice Single Answer
Question       Services are :-
Correct Answer          Not tangible
Your Answer Not tangible


Select The Blank
 Question      The problem with umbrella brand strategy stems from the failure to appreciate its
________.
 Correct Answer       Demand
 Your Answer Quality


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


 True/False
  Question     For services all three marketing activities represented by the sides of triangle are critical
to success.
  Correct Answer       True
  Your Answer True


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


 Multiple Choice Multiple Answer
  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
  Your Answer Manufacturer , Customer


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


Multiple Choice Multiple Answer
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.
 Your Answer It can not be touched. , It can not be readily displayed.


Multiple Choice Single Answer
Question       The effectiveness of the service can be judged on the basis of its :-
Correct Answer          Outcome.
Your Answer Outcome.


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


Select The Blank
Question       The ________ has made world wide brand building easier.
Correct Answer

 Your Answer Internet


Multiple Choice Single Answer
Question       Jan Carlzon the former CEO of SAS made his firm from operation driven to :-
Correct Answer          Customer driven airline.
Your Answer Marketing driven airline.


Select The Blank
Question       Customer ________ is essential to building winning brands.
Correct Answer       Knowledge
Your Answer Involvement


True/False
Question     Product planners need to include three components in the design of the service offering.
Correct Answer       True
Your 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
 Your Answer Marketing


True/False
Question     Responsiveness does refers to non willingness to help customers.
Correct Answer     False
Your Answer False


True/False
Question        Relationship Research does not involve comprehensive approach on all aspects of
customers relationship with the service.
 Correct Answer         False
 Your Answer False


True/False
 Question     A complex service might be introduced without any formal objective depiction of the
process.
 Correct Answer      True
 Your Answer False


 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
  Your Answer True


Multiple Choice Multiple Answer
Question       Value of a brand is a function of which two factors?
Correct Answer          Earnings , Strength
Your Answer Strength , Relevance


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


Multiple Choice Single Answer
Question       The main solution to intangibility of service is :-
Correct Answer          Creating a strong brand image of an organization.
Your Answer Personal contact.


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
 Your Answer True


Select The Blank
Question       The ________ elements forms service delivery system.
Correct Answer        Visible
Your Answer Known


Select The Blank
Question       The extensive use of physical evidence varies by the ________.
Correct Answer        Service type
Your Answer Service type
Match The Following
Question       Correct Answer Your Answer

Access Does the airline have 24 hour toll free phone number?       Does the airline have 24 hour toll free
phone number?

Customer Gap Focus of the Gap Model Focus of the Gap Model

Credibility     Does Hospital have a good reputation? Does Hospital have a good reputation?

Security        Is it safe to use the banks ATMs at night?         Is it safe to use the banks ATMs at
night?



Multiple Choice Single Answer
Question       Services :-
Correct Answer          Can not inventoried.
Your Answer Can be displayed.


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


Multiple Choice Single Answer
Question       Lack of patent protection is applicable for :-
Correct Answer          Services
Your Answer Services


Multiple Choice Single Answer
 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
 Your Answer Logo


Multiple Choice Single Answer
Question       Perishability of services referred to be that they :-
Correct Answer          Can not be saved.
Your Answer Can be stored.



         LIST OF ATTEMPTED QUESTIONS AND ANSWERS


Multiple Choice Single Answer
Question       It links resource expenses to the variety and complexity of products produced :-
Correct Answer           ABC
Your Answer ABC
Multiple Choice Multiple Answer
Question       Value of a brand is a function of which two factors?
Correct Answer          Earnings , Strength
Your Answer Earnings , Strength


Select The Blank
Question       Performance of services is ________.
Correct Answer        Intangible.
Your Answer Intangible.


Multiple Choice Single Answer
Question       The skill and knowledge necessary to do the job is :-
Correct Answer          Service competencies
Your Answer Service competencies


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


True/False
Question     Gap Model is developed by Zeithaml & Bitner.
Correct Answer     True
Your Answer True


Select The Blank
Question       Service employees basically perform ________ functions.
Correct Answer         Marketing
Your Answer Personnel


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


 Multiple Choice Single Answer
 Question       It is defined as the positive differential effect that knowing the brand name has on
customer response to the product or service :-
 Correct Answer           Brand equity
 Your Answer Brand equity


Multiple Choice Multiple Answer
Question       Emotional loyalty can be brought about in the following ways:-
Correct Answer          Personal relationship with the brand , User community
Your Answer Personal relationship with the brand , User community
 Multiple Choice Multiple Answer
  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
  Your Answer Customer , Employer , Employees


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


True/False
Question     Front office automation has also revolutionised the sales function.
Correct Answer        True
Your Answer True


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


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


 Multiple Choice Single Answer
  Question      When technical quality of services can not be evaluated easily customers depend on
their :-
  Correct Answer         Own cues.
  Your Answer Own perception.


Multiple Choice Multiple Answer
Question       Front end planning involves :-
Correct Answer          Business Strategy Development. , Idea Generation. , Business Analysis.
Your Answer Business Strategy Development. , Idea Generation. , Business Analysis.


Match The Following
Question       Correct Answer Your Answer

Television Broadcasting.         Channel 7.       Channel 7.

Railroad Transportation.Konkan Railway.           Konkan Railway.

Education Services.      Indian Institute of Management. Indian Institute of Management.

Retail Trade.   Food World.      Food World.
 Multiple Choice Single Answer
 Question       This brand strategy reinforces the selling price of the brand and creates a strong brand
image :-
 Correct Answer          Line brand strategy
 Your Answer Line brand strategy


Select The Blank
Question       Every service encounter has its share of ________ customers.
Correct Answer        Misbehaving
Your Answer Misbehaving


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


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


Select The Blank
Question       Increase in service industry is due ________.
Correct Answer         To resource scarcity.
Your Answer To resource scarcity.


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


True/False
Question     Service industry is a zero growth industry.
Correct Answer       False
Your Answer False


 Multiple Choice Single Answer
 Question       This approach is based on the assumption that all customers can be persuaded by the
same message :-
 Correct Answer          Selling formula approach
 Your Answer Selling formula approach


Match The Following
Question       Correct Answer Your Answer

Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services

Example of purchasing space from another provider          Shopper's stop in a big shopping mall
      Shopper's stop in a big shopping mall

Problems with intermediaries      Difficulty controlling quality and consistency across outlets
       Difficulty controlling quality and consistency across outlets

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



Select The Blank
Question       Brand ________ results from the concentrated efforts on a few brands.
Correct Answer        Extension
Your Answer Loyalty


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


True/False
 Question       Stimulus Response approach and Formula approach takes into consideration customer
questions and individual customer needs.
 Correct Answer         False
 Your Answer False


Multiple Choice Multiple Answer
Question       Advantages of a Range brand policy are:-
Correct Answer          Focuses on single brand image , Creates brand capital , Cost of launch is low
Your Answer Creates brand capital , Cost of launch is low , Focuses on single brand image


True/False
Question     Services are deeds and efforts.
Correct Answer       True
Your Answer False


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


Multiple Choice Multiple Answer
Question       Names of customer relationship building approaches are:-
Correct Answer          Financial benefits , Structural ties , Social benefits
Your Answer Social benefits , Cultural benefits
Multiple Choice Multiple Answer
Question       What are the internal facets of brand identity prism?
Correct Answer          Personality , Culture , Self image
Your Answer Personality , Culture , Self image


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


Select The Blank
Question       Nature of service quality is ________.
Correct Answer         Multi dimensional
Your Answer Multi dimensional


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


True/False
Question     A multi brand policy can stop any new competitor's entering a market.
Correct Answer       True
Your Answer True


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


Select The Blank
Question       Contact employee personifies the ________ in the customer's eye.
Correct Answer         Firm
Your Answer Culture


 True/False
 Question         The interbrand approach measures the consumer's perception of the brand which is
critical for marketing decision making.
 Correct Answer           False
 Your Answer False


Multiple Choice Single Answer
Question       The main solution to intangibility of service is :-
Correct Answer          Creating a strong brand image of an organization.
Your Answer Creating a strong brand image of an organization.
 Multiple Choice Multiple Answer
 Question       Advantages of a Generalist approach are:-
 Correct Answer          Maximises advertising synergy , Customer loyalty , Allows for existence of two
separate dealers
 Your Answer Maximises advertising synergy , Customer loyalty


Multiple Choice Single Answer
Question       The services lacks of :-
Correct Answer          Service inventories.
Your Answer Service inventories.


True/False
 Question      Service development, design & delivery are intricately intertwined, hence they should not
work together.
 Correct Answer        True
 Your Answer False


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



        LIST OF ATTEMPTED QUESTIONS AND ANSWERS


Multiple Choice Multiple Answer
Question       Types of competition based pricing are:-
Correct Answer          Price leadership , Negotiation
Your Answer Price leadership , Negotiation


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
 Your Answer True


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


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


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


Match The Following
Question       Correct Answer Your Answer

Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services

Example of purchasing space from another provider          Shopper's stop in a big shopping mall
      Shopper's stop in a big shopping mall

Problems with intermediaries      Difficulty controlling quality and consistency across outlets
       Difficulty controlling quality and consistency across outlets

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



Multiple Choice Single Answer
Question       Services faces difficulties in :-
Correct Answer          Displaying
Your Answer Fabricating


Multiple Choice Multiple Answer
Question       Front end planning involves :-
Correct Answer          Business Strategy Development. , Idea Generation. , Business Analysis.
Your Answer Business Strategy Development. , Idea Generation. , Business Analysis.


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


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


 True/False
 Question         Servuction Model used to illustrate the factors that influence the service experience are
visible & invisible to customers.
 Correct Answer            True
 Your Answer True
True/False
Question     Product planners need to include three components in the design of the service offering.
Correct Answer       True
Your Answer True


Multiple Choice Multiple Answer
Question       Various media options available to a service marketer are:-
Correct Answer          Magazines , Flyers , Radio
Your Answer Magazines , Flyers , Radio


True/False
Question     The pricing of services is difficult.
Correct Answer       True
Your Answer False


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


Multiple Choice Multiple Answer
 Question      Reasons for growth of service industry are as follows :-
 Correct Answer         Increase in per capita income. , More leisure time. , Increase in health
awareness.
 Your 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
Your Answer Reliable


Multiple Choice Single Answer
Question       For services its quality depends on :-
Correct Answer          Consumer's Perception
Your Answer Consumer's Perception


 Select The Blank
 Question       Market research used to determine ________ of derived service expectations & their
requirements.
 Correct Answer         Sources
 Your Answer Reliability


Multiple Choice Multiple Answer
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.
Your Answer It can not be touched. , It can not be stored. , It can not be readily displayed.
True/False
Question     For a retailer, brand is a means and not a necessity.
Correct Answer       True
Your Answer True


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


Multiple Choice Single Answer
Question       A legally protected brand name or brand mark is called :-
Correct Answer          Trademark
Your Answer Trademark


Select The Blank
Question       Performance of services is ________.
Correct Answer        Intangible.
Your Answer Intangible.


 Select The Blank
  Question      Neither ________ service nor its supplementary elements are delivered continuously
throughout the duration of service performance.
  Correct Answer        Core
  Your Answer Core


True/False
Question     The vandals resort to physical abuse or damage of property.
Correct Answer      True
Your Answer True


Multiple Choice Single Answer
Question       Goods can be :-
Correct Answer          Standardized.
Your Answer Standardized.


Select The Blank
Question       In case of services ________ can not be separated from consumption.
Correct Answer         Production.
Your Answer Selling.


Multiple Choice Single Answer
Question       The Molecular Model is developed by :-
Correct Answer          Lynn Shostack.
Your Answer Lynn Shostack.
Select The Blank
 Question      The problem with umbrella brand strategy stems from the failure to appreciate its
________.
 Correct Answer       Demand
 Your Answer Demand


True/False
Question     The firm do not collects & documents complaints from customers.
Correct Answer       False
Your Answer False


True/False
 Question        Re-engineering is one of the most difficult strategies to implement in organisations that
are traditional.
 Correct Answer         True
 Your Answer True


Match The Following
Question       Correct Answer Your Answer

Television Broadcasting.         Channel 7.       Channel 7.

Railroad Transportation.Konkan Railway.           Konkan Railway.

Education Services.      Indian Institute of Management. Indian Institute of Management.

Retail Trade.   Food World.      Food World.



Multiple Choice Single Answer
Question       Services are :-
Correct Answer          Not tangible
Your Answer Not tangible


True/False
Question     Profound customer knowledge is essential to building winning brands
Correct Answer      True
Your Answer True


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


Multiple Choice Single Answer
Question       Use of multisite location is used to provide services in case of :-
Correct Answer          Bank ATMs.
 Your Answer Bank ATMs.


Multiple Choice Single Answer
Question       Services :-
Correct Answer          Can not inventoried.
Your Answer Can not inventoried.


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


Multiple Choice Multiple Answer
 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
 Your Answer Hire the right people , Provide the needed support system , Retain the best people


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
 Your Answer Brand


True/False
Question     Services are intangibles.
Correct Answer       True
Your Answer True


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


Multiple Choice Multiple Answer
Question       Strategies used to implement a culture of internal service quality are:-
Correct Answer          Internal service guarantees , Internal customer service audits
Your Answer Internal service guarantees , Internal customer service audits


 Multiple Choice Single Answer
 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 :-
 Correct Answer          Brand Extension
 Your Answer Brand Extension


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


Multiple Choice Single Answer
Question       The effectiveness of the service can be judged on the basis of its :-
Correct Answer          Outcome.
Your Answer Outcome.


        LIST OF ATTEMPTED QUESTIONS AND ANSWERS


Multiple Choice Multiple Answer
Question       Advantages of a Range brand policy are:-
Correct Answer          Focuses on single brand image , Creates brand capital , Cost of launch is low
Your Answer Brand opacity , Creates brand capital , Cost of launch is low


Multiple Choice Single Answer
Question       The Molecular Model is developed by :-
Correct Answer          Lynn Shostack.
Your Answer Madam Query.


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
 Your Answer True


Multiple Choice Multiple Answer
Question       The three overlapping subsystems are :-
Correct Answer          Service operations , Service delivery , Service marketing
Your Answer Service operations , Service delivery , Service communications


Multiple Choice Single Answer
Question       Employee appearance and dress are important dimensions of which service quality?
Correct Answer          Tangibles
Your Answer Tangibles


Multiple Choice Multiple Answer
Question       Various uses of the company's physical evidence are:-
Correct Answer          Means for differentiation , Packaging , Socialising
Your Answer Means for differentiation , Packaging , Designing


 Multiple Choice Multiple Answer
 Question       Factors influencing service pricing are:-
 Correct Answer          Variablilty of both inputs and outputs , Many services are hard to evaluate ,
Importance of time factor
 Your Answer Ownership of services , Variablilty of both inputs and outputs , Importance of time factor
Multiple Choice Single Answer
 Question      During which stage of 'Innovation Adoption ' model, the customers are satisfied and
decide to make regular use of the product?
 Correct Answer         Adoption
 Your Answer Adoption


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


True/False
Question     Blue printing offers an excellent way to understand customer's service experience.
Correct Answer       False
Your Answer True


Multiple Choice Single Answer
Question       The Service Marketing Triangle have evolved by :-
Correct Answer          Mary Jo Bitner
Your Answer Philip Kotler


Multiple Choice Single Answer
 Question      In this brand strategy the brand communicates in a generic manner by developing its
unique brand concept :-
 Correct Answer         Range brand strategy
 Your Answer Endorsing brand strategy


Select The Blank
Question       Increase in service industry is due ________.
Correct Answer         To resource scarcity.
Your Answer To resource scarcity.


Multiple Choice Multiple Answer
Question       Value of a brand is a function of which two factors?
Correct Answer          Earnings , Strength
Your Answer Earnings , Differentiation


 Multiple Choice Multiple Answer
  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.
  Your Answer To identify dissatisfied customers. , To monitor & track service performance. , To forecast
future expectations of customers.


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


Select The Blank
Question       Basic element in PR strategy is the preparation of ________.
Correct Answer         Press release
Your 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
  Your Answer True


Match The Following
Question       Correct Answer Your Answer

Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services

Example of purchasing space from another provider            Shopper's stop in a big shopping mall
      Pedestrian counts

Problems with intermediaries      Difficulty controlling quality and consistency across outlets
       Difficulty controlling quality and consistency across outlets

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



Select The Blank
Question       Customer ________ is essential to building winning brands.
Correct Answer       Knowledge
Your Answer Involvement


 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


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


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


Multiple Choice Multiple Answer
Question       Which of the features are on the right side of the brand identity hexagonal prism?
Correct Answer          Personality , Culture , Self image
Your Answer Culture , Self image


 Multiple Choice Single Answer
 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
 Your Answer Responsiveness


Multiple Choice Single Answer
Question       The following is new core products for markets that have not been previously defined :-
Correct Answer          Major Service Innovations
Your Answer Major Product Innovations


Select The Blank
Question       Brand ________ results from the concentrated efforts on a few brands.
Correct Answer        Extension
Your Answer Extension


Select The Blank
Question       ________ are at the crux of transactions and exchanges between people.
Correct Answer       Brands
Your Answer Brand identity


Select The Blank
Question       Brand's ________ are a measure of potential profitability.
Correct Answer         Earnings
Your Answer Earnings


True/False
 Question        Re-engineering is one of the most difficult strategies to implement in organisations that
are traditional.
 Correct Answer         True
 Your Answer True


True/False
Question     A multi brand policy can stop any new competitor's entering a market.
Correct Answer       True
Your Answer True


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


True/False
Question     The pricing of services is difficult.
Correct Answer       True
Your Answer True


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


True/False
Question     The vandals resort to physical abuse or damage of property.
Correct Answer      True
Your Answer True


True/False
Question     The corporate culture must reinforce the brand essence, promise and personality.
Correct Answer      True
Your Answer True


Match The Following
Question       Correct Answer Your Answer

Definition of value       What I get for what I give       The quality I get for the price I pay

Setting price to recover full costs        Cost based pricing       What I get for what I give

Cable, television, electricity, water, telephone etc       Regulation and pricing of utility services
        Regulation and pricing of utility services

Alternative to bidding    Negotiation      Negotiation



Multiple Choice Single Answer
Question       A fast food outlet refer to following features of services :-
Correct Answer          Intangibility.
Your Answer Price sensitivity.


Select The Blank
Question       The ________ has no intention of paying is a misbehaving customer.
Correct Answer        Thief
Your Answer Supplier


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


Select The Blank
Question       The purpose of ________ is to project a positive and consistent image to the public.
Correct Answer        Socialisation
Your Answer Socialisation


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


Select The Blank
Question       Employees response to customer needs & requests is called as ________.
Correct Answer       Adaptability.
Your Answer Credibility


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


Multiple Choice Single Answer
Question       The number of interlinked groups that work together in Service Marketing Triangle are :-
Correct Answer          Three
Your Answer Three


Multiple Choice Single Answer
Question       The effectiveness of the service can be judged on the basis of its :-
Correct Answer          Outcome.
Your Answer Outcome.


True/False
Question     Advertising and public relations can be effective in encouraging evaluation and trial.
Correct Answer       False
Your Answer True




 LIST OF ATTEMPTED QUESTIONS AND ANSWERS

Select The Blank
Question ________ are the customers who tell others not to buy the brand from the company.
Correct Answer Terrorists
Your Answer Terrorists
Select The Blank
Question One of the greatest benefits of blue printing is ________.
Correct Answer Education
Your Answer Education

Multiple Choice Single Answer
Question Services are :-
Correct Answer Not tangible
Your Answer Not tangible

 True/False
  Question Re-engineering is one of the most difficult strategies to implement in organisations that are
traditional.
  Correct Answer True
  Your Answer True

True/False
Question Blue printing offers an excellent way to understand customer's service experience.
Correct Answer False
Your Answer True

Multiple Choice Single Answer
Question Services :-
Correct Answer Can not inventoried.
Your Answer Can not inventoried.

 True/False
 Question Empathy is non ability to provide caring individualized attention the firm provides its
customers.
 Correct Answer False
 Your Answer False

True/False
Question Co-creating a brand with it's customers will help the brand continue to thrive.
Correct Answer True
Your Answer True

Multiple Choice Single Answer
Question Which brand strategy has the ability to provide a two tiered sense of difference and depth?
Correct Answer Source brand strategy
Your Answer Source brand strategy

True/False
Question Services are deeds and efforts.
Correct Answer True
Your Answer True

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

Multiple Choice Single Answer
Question Goods can be :-
Correct Answer Standardized.
Your Answer Standardized.
Select The Blank
Question The purpose of ________ is to project a positive and consistent image to the public.
Correct Answer Socialisation
Your Answer Socialisation

Multiple Choice Single Answer
Question For services its quality depends on :-
Correct Answer Consumer's Perception
Your Answer Consumer's Perception

 True/False
 Question Market value method is used when valuing your own brand image for inclusion in the balance
sheet.
 Correct Answer False
 Your Answer False

Multiple Choice Multiple Answer
Question The non personal communication component in Service Marketing Systems are :-
Correct Answer Letters , Advertising , Signage
Your Answer Letters , Advertising , Signage

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

Multiple Choice Single Answer
Question It creates a relationship and a strong bond with the customer that grows over time :-
Correct Answer Brand equity
Your Answer Brand promise

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

Multiple Choice Single Answer
Question It is the satisfaction linked attractiveness of the brand in its relationship with society :-
Correct Answer Ethical
Your Answer Ethical

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

Multiple Choice Multiple Answer
Question Which of the features are on the right side of the brand identity hexagonal prism?
Correct Answer Personality , Culture , Self image
Your Answer Personality , Culture , Self image

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

Select The Blank
Question Performance of services is ________.
Correct Answer Intangible.
Your Answer Intangible.

 Multiple Choice Multiple Answer
  Question Gap Model says that :-
  Correct Answer Close customer gap. , Remove discrepancies within organisation. , Use the strategies
to drive service excellence.
  Your Answer Close customer gap. , Remove discrepancies within organisation. , Use the strategies to
drive service excellence.

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

True/False
Question The corporate culture must reinforce the brand essence, promise and personality.
Correct Answer True
Your Answer True

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

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

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

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

Multiple Choice Multiple Answer
Question What are the social facets of brand identity prism?
Correct Answer Physique , Relationship , Reflection
Your Answer Physique , Relationship , Culture , Reflection

True/False
Question External brand building is essential to internal brand building.
Correct Answer False
Your Answer False
 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
  Your Answer True

 Multiple Choice Multiple Answer
 Question Advantages of a Generalist approach are:-
 Correct Answer Maximises advertising synergy , Customer loyalty , Allows for existence of two
separate dealers
 Your Answer Maximises advertising synergy , Customer loyalty , Allows for existence of two separate
dealers

Select The Blank
Question Service employees basically perform ________ functions.
Correct Answer Marketing
Your Answer Marketing

Match The Following
Question Correct Answer Your Answer

Television Broadcasting. Channel 7. Channel 7.

Railroad Transportation. Konkan Railway. Konkan Railway.

Education Services. Indian Institute of Management. Indian Institute of Management.

Retail Trade. Food World. Food World.


Multiple Choice Multiple Answer
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

 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

Multiple Choice Single Answer
Question It is the defining aspect of a brand :-
Correct Answer Relevant differentiation
Your Answer Value

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

Match The Following
Question Correct Answer Your Answer

Wealth creators Brands Brands
Airline frequent flyer programs Financial benefits Financial benefits

Interest linkages Structural ties Structural ties

Process of wealth creation Brand building Brand building


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

Multiple Choice Single Answer
Question The skill and knowledge necessary to do the job is :-
Correct Answer Service competencies
Your Answer Service competencies

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

Multiple Choice Single Answer
Question It is a measure of brand's potential profitability :-
Correct Answer Earnings
Your Answer Strength

 Multiple Choice Single Answer
 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
 Your Answer Surplus



                      LIST OF ATTEMPTED QUESTIONS AND ANSWERS




      Multiple Choice Multiple Answer



       Question

     Types of competition based pricing are:-
 Correct Answer

Price leadership , Negotiation



 Your Answer

Price leadership , Negotiation




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



 Your Answer

True




Multiple Choice Single Answer
 Question

High contact services tend to be :-



 Correct Answer

Those in which customer visit the service facility in person.



 Your Answer

Those in which customer visit the service facility in person.




Multiple Choice Multiple Answer



 Question

The visible components of service operations are :-



 Correct Answer

Service personnel , Equipments , Physical facilities



 Your Answer

Service personnel , Equipments , Physical facilities
Multiple Choice Multiple Answer



 Question

Following are the service sectors :-



 Correct Answer

Transportation. , Tourism. , Telephone & Telegraph.



 Your Answer

Transportation. , Tourism.




Match The Following



Question

Correct Answer

Your Answer




Service distribution agreements

Independent franchising, licensing and financial services

Independent franchising, licensing and financial services
Example of purchasing space from another provider

Shopper's stop in a big shopping mall

Shopper's stop in a big shopping mall




Problems with intermediaries

Difficulty controlling quality and consistency across outlets

Difficulty controlling quality and consistency across outlets




Channel conflict occurs when

Service principal and intermediaries are too dependent

Service principal and intermediaries are too dependent




Multiple Choice Single Answer



 Question
Services faces difficulties in :-



 Correct Answer

Displaying



 Your Answer

Fabricating




Multiple Choice Multiple Answer



 Question

Front end planning involves :-



 Correct Answer

Business Strategy Development. , Idea Generation. , Business Analysis.



 Your Answer

Business Strategy Development. , Idea Generation. , Business Analysis.




Multiple Choice Multiple Answer
 Question

Through brand building mechanism, following are built :-



 Correct Answer

Brand awareness , Confidence , Brand equity



 Your Answer

Brand awareness , Brand equity




Multiple Choice Single Answer



 Question

It links resource expenses to the variety and complexity of products produced :-



 Correct Answer

ABC



 Your Answer

ABC
True/False



 Question

Servuction Model used to illustrate the factors that influence the service
experience are visible & invisible to customers.



 Correct Answer

True



 Your Answer

True




True/False



 Question

Product planners need to include three components in the design of the service
offering.



 Correct Answer

True



 Your Answer

True
Multiple Choice Multiple Answer



 Question

Various media options available to a service marketer are:-



 Correct Answer

Magazines , Flyers , Radio



 Your Answer

Magazines , Flyers , Radio




True/False



 Question

The pricing of services is difficult.



 Correct Answer

True
 Your Answer

False




Select The Blank



 Question

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



 Correct Answer

Banks



 Your Answer

Banks




Multiple Choice Multiple Answer



 Question

Reasons for growth of service industry are as follows :-
 Correct Answer

Increase in per capita income. , More leisure time. , Increase in health awareness.



 Your 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



 Your Answer

Reliable




Multiple Choice Single Answer



 Question
For services its quality depends on :-



 Correct Answer

Consumer's Perception



 Your Answer

Consumer's Perception




Select The Blank



 Question

Market research used to determine ________ of derived service expectations &
their requirements.



 Correct Answer

Sources



 Your Answer

Reliability
Multiple Choice Multiple Answer



 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.



 Your Answer

It can not be touched. , It can not be stored. , It can not be readily displayed.




True/False



 Question

For a retailer, brand is a means and not a necessity.



 Correct Answer

True



 Your Answer

True
Multiple Choice Single Answer



 Question

Strategies for enabling service promises are often referred to as :-



 Correct Answer

Internal marketing



 Your Answer

Internal marketing




Multiple Choice Single Answer



 Question

A legally protected brand name or brand mark is called :-



 Correct Answer

Trademark



 Your Answer

Trademark
Select The Blank



 Question

Performance of services is ________.



 Correct Answer

Intangible.



 Your Answer

Intangible.




Select The Blank



 Question

Neither ________ service nor its supplementary elements are delivered
continuously throughout the duration of service performance.



 Correct Answer

Core
 Your Answer

Core




True/False



 Question

The vandals resort to physical abuse or damage of property.



 Correct Answer

True



 Your Answer

True




Multiple Choice Single Answer



 Question

Goods can be :-
 Correct Answer

Standardized.



 Your Answer

Standardized.




Select The Blank



 Question

In case of services ________ can not be separated from consumption.



 Correct Answer

Production.



 Your Answer

Selling.




Multiple Choice Single Answer



 Question
The Molecular Model is developed by :-



 Correct Answer

Lynn Shostack.



 Your Answer

Lynn Shostack.




Select The Blank



 Question

The problem with umbrella brand strategy stems from the failure to appreciate its
________.



 Correct Answer

Demand



 Your Answer

Demand
True/False



 Question

The firm do not collects & documents complaints from customers.



 Correct Answer

False



 Your Answer

False




True/False



 Question

Re-engineering is one of the most difficult strategies to implement in organisations
that are traditional.



 Correct Answer

True



 Your Answer

True
Match The Following



Question

Correct Answer

Your Answer




Television Broadcasting.

Channel 7.

Channel 7.




Railroad Transportation.

Konkan Railway.

Konkan Railway.




Education Services.

Indian Institute of Management.

Indian Institute of Management.
Retail Trade.

Food World.

Food World.




Multiple Choice Single Answer



 Question

Services are :-



 Correct Answer

Not tangible



 Your Answer

Not tangible
True/False



 Question

Profound customer knowledge is essential to building winning brands



 Correct Answer

True



 Your Answer

True




Select The Blank



 Question

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



 Correct Answer

Courtesy



 Your Answer

Credibility
Multiple Choice Single Answer



 Question

Use of multisite location is used to provide services in case of :-



 Correct Answer

Bank ATMs.



 Your Answer

Bank ATMs.




Multiple Choice Single Answer



 Question

Services :-



 Correct Answer

Can not inventoried.



 Your Answer
Can not inventoried.




Select The Blank



 Question

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



 Correct Answer

Addition



 Your Answer

Addition




Multiple Choice Multiple Answer



 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



 Your Answer

Hire the right people , Provide the needed support system , Retain the best people




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



 Your Answer

Brand




True/False



 Question
Services are intangibles.



 Correct Answer

True



 Your Answer

True




Multiple Choice Multiple Answer



 Question

Advantages of Umbrella brand are:



 Correct Answer

Capitalisation on one single name , Economies of scale on an international level



 Your Answer

Capitalisation on one single name , Economies of scale on an international level




Multiple Choice Multiple Answer
 Question

Strategies used to implement a culture of internal service quality are:-



 Correct Answer

Internal service guarantees , Internal customer service audits



 Your Answer

Internal service guarantees , Internal customer service audits




Multiple Choice Single Answer



 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 :-



 Correct Answer

Brand Extension



 Your Answer

Brand Extension
Multiple Choice Multiple Answer



 Question

Internal brand culture is composed of:-



 Correct Answer

Language used , Beliefs and attitudes of staff , Organisational structure



 Your Answer

Beliefs and attitudes of staff , Organisational structure




Multiple Choice Single Answer



 Question

The effectiveness of the service can be judged on the basis of its :-



 Correct Answer

Outcome.



 Your Answer

Outcome.
                      Part-1 Services Marketing



Q3 (A) What is service encounter? Give two independent examples of service
encounter with following themes:
(i) Recovery (ii) Adaptability (iii) Spontaneity (iv) Coping




Ans:




When a customer interacts with the service company a service encounter is said
to have occurred .For example:- among the service encounters a hotel customer
experiences are checking in, being taken to the room by a bell boy, eating in a
restaurant or ask for the meals in the room etc. These encounters therefore offer
an opportunity to the service company to prove its potential as a quality service
provider and to increase customer loyalty. Service encounter with the above
themes are:-




RECOVERY: Employee response to service delivery systems failures. For
example: -

(i) They lost my room reservations, but the manager gave me the VIP suit for the
same price.
(ii) The airline employees continually used unsatisfactory information. One-hour
delay turned into six-hour wait.
ADAPTABILITY: Employees response to the customer needs and requests. For
Example:-

The hotel staff couldn’t deal with the noisy people partying in the hall at 3 A.M.

I lost my glasses on the plane, the stewardess found them and the airline
delivered to my hotel free of charge.




SPONTANITY: Unprompted and unsolicited employee actions. For Example: -
On knowing by chance that a customer birthday is there, waiter in the hotel room
brings a piece of cake as a surprise.

I need a few more minutes to decide on a diner. The waitress said, “If you would
read the menu not the road map, you may want to order”.




COPING: Employees response to problem customer. For example: -

A customer start shouting at the reception desk of a hotel on account of some
falsely perceived problems, but the receptionist keeps her cool and acts very
professionally.

(ii) Manager telling to an uncooperative customer to leave the hotel and find an
accommodation somewhere else if he is encountering so many problems.




(B) Explain the difference in marketing physical goods of services.




Ans. Services are said to be the intangible because they are performances and
not objects. They cannot be touched or seen in the same manner as goods.
Whereas goods are first produced, and then sold, then consumed, services are
sold first and then produced and then consumed simultaneously. For example,
an airline passenger first purchases a ticket and then flies, consuming the in-
flight services as it is produced.




Unlike the producers of goods, service providers engage in face-to-face
interactions with there customers who are directly involved in the service
production process. Service providers use strategies like training customer
contact personnel, manage customer through out the service experience etc.




Standardization and quality control are difficult for a service firm to provide on
regular tasks as compared to goods manufacturers. Service firms use strategies
like offering customized services that meat individual customer needs.




Unlike goods that can be stored and used at a later rate, service that are not sold
when they become available cease to exist. For example: - airline seats that are
not sold cannot be reserved and added on to the aircraft




during holiday season. Strategies are being developed by service providers so as
to manage supply with the demand and vice versa.




The traditional four P’s viz product, price, place, and production work well for
goods. However in services marketing 3 additional P’s are required i.e. people,
physical evidence and process.
Q4 (a) Describe with examples fine dimensions of service quality.


Ans.


Service quality is a critical component of customer perception. In case where
customer services are offered in combination with a physical product, service
quality is important in determining customer satisfaction.
The five dimensions of service quality are:-




RELIABILIY: It is defined as the ability to reform the promised service
dependably and accurately. Customers want to do business with companies that
keep their promises, particularly their promises about the main service attributes.
For example:- The reliability message of Federal Express (Fed Ex) in US reads-
when it “absolutely, positively has to get there”- reflects the company’s services
positioning.




RESPONSIVENESS: It is the willingness to help customers and to provide
prompt service. This dimension emphasis attentiveness, promptness in dealing
with customer’s requests, questions, complaints etc. For example: - manager of a
hotel lost a customer room reservation, to compensate for the inconvenience, the
manager gave him the VIP suit for the same price.




ASSURANCE: It is defined as employee’s knowledge and courtesy and the
ability of the firm and employees to inspire trust and confidence. This dimension
is applicable for those services that involve risk- banking, insurance etc. For
example: customer is assigned to a banker who well get to know them
individually and who well co-ordinates all their banking services.
TANGIBLES: It is appearance of physical facilities, equipment, personnel and
Communication materials. The customers evaluate the quality of service on
above tangible features. For example: Some hairdressers provide fast, efficient
service, comfortable and clean waiting area etc.




EMPATHY: It is the ability to provide caring individualized attention to its
customer. For Example- A hotel customer needs to be treated like a guest and
should not be allowed to feel as if he is an unwelcome stranger who has dropped
by at the last minute.




(b) Explain the leaps model of service quality?




Ans. Valerie A Zeethanil and Mary Jo Bitneer have developed the leaps model of
service quality. The central focus of the gaps model is the customer gap i.e. the
difference between customer expectations and perceptions. Expectations are the
standards of performance against which service experience are compared.
Customers would perceive that they receive what they thought they would and
should. The idea is that firms want to close this gap between what is expected
and what is received to satisfy their customers and build long-term relationships
with them to close this all, first the providers gaps need to be closed which are:-




         Gap 1- Not knowing what customers expects.
         Gap 2- Not selecting the right service designs and standards.

         Gap 3- Not delivering to service standards.

         Gap 4- Not marketing performance to promise.




In a broad sense, the gap model says that a service marketer must first close the
customer gap, to do so, the provider must close the four provider gaps or
discrepancies Within the organization that inhibit delivery of quality service. The
gaps model focuses on strategies and processes that firms can employ to drive
service excellence.
      Service Service
    PerceivedDelivery
                                    External
tomer Driven Service Designs and Standards Communication to Customers
    Expected Service
tomer Perception of Consumer Expectation




            Customer Gap




            Customer

            Gap 1




            Company




                                      Gap 4

            Gap 3




                                                             GAP MODEL OF

            Gap 2                                            SERVICE QUALITY
Q9(a) Describe the role of intermediaries in service Distribution. What are the
problems encountered ?




Ans(a)

(1)      The procedure appears to be placing the focus destiny in the hands of
intermediaries.     But   procedures   do   gain   several   advantages   by   using
intermediaries :-
  (i)    Many procedures lack the financial resources to carryout direct marketing.
For eg:- General Motors sell its auto mobiles through more than 10,000 dealer
outlets.




  (ii)   In some cases direct marketing simply is not feasible For eg. The Wrigley
Jr. Company would not find it practical to establish small retail chewing gum
shops throughout the Country or to sell it by mail order. Wrigley finds it easier to
work through the extensive network privately owned distribution organizations.




  (iii) Producers who do establish their own channels can often earn a greater
return by increasing their investment in their main business. If a company earns
20% rate of return on manufacturing and focuses only a 10% return on retailing,
it will not want to undertake its own retailing.

The use of intermediaries largely is because of their superior efficiency in making
goods widely available and accessible to target markets. Though their contacts,
experience specialization and scale of operation, intermediaries usually offer the
firm more than it can achieve on its own. Intermediaries smooth the flow of goods
and services.

Using intermediaries also effect in cost saving. For Eg:-
M             C                       M               D                C
M             C                       M                                C
M             C                       M                                C




                      1

                  2                                                1           4

                  3

          4       5                                        2               5

          6       8

          7                                                    3               6

                      9




    (A)Number of Contacts                           (B)Number of Contacts

     M * C = 3*3 = 9                                 M + C = 3+3 = 6




    M = Manufacturer C = Customer D = Distributor




    Part (a) Shows three producers, each using direct marketing to reach three
    customers. This system requires nine different contacts.

    Part(b). Shows the three producers working through one distributor, who contacts
    the three customers. This system requires only six contacts. In this way,
    intermediaries reduce the amount of work that must be done.

    Problems encounter with intermediaries are :-
   1. Channel conflict can occur between the service provider and the service
         intermediaries.
   2. The monetary arrangement between producers and intermediaries is also
         an issue of conflict.
   3. Inconsistency and lack of uniform quality results when multiple outlets
         deliver services.




Q9(b). Explain the options for service delivery with respect to the place and time.




Ans(b)




The option for service delivery with respect to place are:-




Mini-Store: Service firms have started to create service factories on a very small
scale to maximize coverage within a geographical area. For Ex: ATM, which
offers many of the functions of a bank branch within a small self-service machine
which can be located within stores, hospital, airports etc.
Locating In Multipurpose Facilities: Modern buildings are often designed to
multipurpose, featuring not only office or production space but also such services
as a bank, a restaurant, several stores etc.




E-Commerce: Selling goods and services through the internet is a major growth
trend. Virtual shopping centers have become large, more colorful etc.




With Respect To Time: Some services have long operated 24 hours a day,
every day of the year. These are services that respond to emergencies such as
fire, police and ambulance etc. Hospital and long-distance trains don’t stop for
the night and also telephone conveyance always has operators available on a
24-hours basis. Customers are busy with their personal lives and work, so they
expect suppliers to be available to them, when its convenient for customers, not
when its convenient for suppliers, so they want extended hours and easy access.
ATM and Call Centers fulfill this requirement. For Ex:- Citibank, BSNL, VSNL,
MTNL, have call centers that work on 24 hours basis.




Q10(a) Explain the meaning of physical evidence in service marketing with
examples of service and other tangibles.
Ans(a)



Since service are intangible, customers often rely on tangible cues or physical
evidence, to evaluate the service before the purchase and to access their
satisfaction with the service during and after consumption. Effective design of
physical, tangible evidence is important for purchasing decision. Physical
evidence include all aspects of the organization physical facility (the secures
cape) as well as other forms of tangible communications. Elements of the
secures cape include exterior attributes (such as parking, landscape) and interior
attributes (such as design, layout, etc.) Other tangible include uniforms, reports,
brochures etc. Examples of physical evidence are:-




SERVIC            SERVICESCAP                OTHER TANGIBLES
E                 E
Insuranc          Not applicable             Policy itself, Billing statements,
e                                            Company Brochures, Tellers, etc

Hospital          Building exterior          Uniform reports, stationary billing
                  parking      signs,        statements.

                  waiting     areas,
                  medical
                  equipments, etc.
Airline           Airline gate area,         Tickets, food, uniform
                  Airline   exterior,
                  Airline interior
Express           Not applicable             Packaging, trucks, uniforms,
                                             computers
Q10(b) Explain the importance of managing physical evidence of (i)Service
Facilities (ii)Packing the service (iii)Facilities the Service Process.




Ans(b)



The importance of physical evidence in the following are:-

Service Facilities: Differentiation can be achieved by using physical evidence to
reposition the service firm in the eyes of its customer. Upgrading the firms
facilities often upgrade the image of the firm in the minds of consumers and may
also attract more desirable market segment. In addition, the appearance of
personnel and facilities often has a direct impact on how consumers perceive
that the firms will handle the service aspects of its business. Similarly, nicely
designed facilities are going to be perceived as having an advantage over poorly
designed alternatives.

Packaging The service: Utilizing the firms physical evidence to package the
service does send quality cues to consumers and adds value to the service in
terms of image development, improves consumer perception of service while
reducing both levels perceived risks associated with the purchase and doubts
after the purchase. The firms physical facilities forms the customers initial
impression concerning the type and quality of service provided.




Facilitating The Service Process: Physical evidence can provide information to
customers on how the service production process works. Examples include
signage that specifically instructs customers; menus and brochures that explain
the firms offering and facilitate the ordering process for consumers and providers;
physical structures that direct the flow of consumers while waiting and barriers
such as counters at a dry cleaners, that separate the technical core of the
business from the part of the business in which consumers are involved in the
production process.
Q11 (a) Explain the importance of non-financial and financial costs in pricing of
services.




Ans (a)




In purchasing a service (or product), the customer expects to receive a set of
benefits whose anticipated value exceeds the perceived cost of obtaining it. This
expenditure are completed of both financial and non-financial outlays. For
customers, the non-financial costs of service reflect the time, effort and
discomfort associated with search, purchase and use. Customer’s involvement in
production means that customers incur such burdens as mental and physical
efforts and exposure to unwanted sensory experiences such as noise, heat and
smells. Service that are experienced and its attributes may also create
psychological costs, such as anxiety. The non-financial costs of service can be
grouped into 4 distinct categories.

      Time expenditure
      Physical effort (such as fatigue and discomfort)
      Psychological burdens(such as mental effort and negative feelings)
      Negative sensory burdens (unpleasant sensation)



Cutting these type of inconvenience may even allow service firms to increase
monetary price while still offering what is perceived by customers as “good
value”, In other words, people are willing to pay higher prices to reduce the non-
financial costs.
Q11(b) Explain the factors that make services pricing different compared to
goods pricing.




Ans(b)




The factors that make services pricing different are:-




No Ownership of Service: It is usually harder for managers to calculate the
financial costs involved in creating an intangible performance for a customer than
it is to identify the labor, materials etc for physical products. Because of the labor
and infrastructure needed to create performance, many service organization
have a much higher ratio of fixed costs to variable costs.
Variability of Both input and output: Its not always easy to define a unit of
service similarly units of service may not cost the same to produce and neither
may they be of equal value to customers-especially if the variability extends to
greater or lesser quality e.g.:- A restaurant offering good value of money to
youngsters may not offer equal value to family customers.

Many Services are Hard to Evaluate: The intangibility of service performance and
the invisibility of the necessary backstage facilities and labor market, it makes
harder for customers to see what they are getting for their money than when they
purchase a physical good.




Importance of The Time Factor: The way in which scheduling and the amount
of time required to complete a service performance may effect customer
perceptions of valve. In many instances, customers are willing to pay more for
service delivered quickly than for one delivered more slowly. Sometimes greater
speed increases operating costs too (for e.g.:- Shatabdhi Express being fast,
tickets are costly)




Q12    Write short notes on any four-




Servqual:




Service quality is a critical component of customer perception. Service quality is
dominant element in customer’s evaluation and determining customers
satisfaction. Eight dimensions of quality are applied to all goods and services,
performances,      feature,   reliability,    conformance,    durability,   serviceability,
aesthetics and prestige.




The     servqual    scale     includes       fine   dimensions:   Tangibles,     reliability
responsiveness, assurance and empathy. Within each dimension several items
are measured on a 7 points scale from strongly agree to strongly disagree. The
gaps model of service quality focuses on the customer gap the difference
between customer’s expectation and perceptions. In order to close this gap
between customers expect and receive, the model suggests that the provider
gap needs to be closed.




Personal Selling:




Personal selling is the most cost-efficient tool at later stages of the buying
process, particularly in building up buyer’s preference, conviction and action.
Personal selling involves an alive, immediate and interactive relationship
between two or more persons. Effective sales representatives will normally keep
the best interest of their customers at heart, if they want to maintain long-term
relationships. The selling process involves the following steps:-




•   Prospecting
•     Preparing
Identify and qualify   Potential
                                                     Pre-approach
                                                     Call planning
   Customers




     Presenting             Handling             Closing             Follow-up



            Approach objections
            Probe for needs
            Convince the prospect




     Sales Promotion:




     Companies use sales promotion loots to create a stronger and quicker response.
     Sales promotion can be used to dramatize product offers and to boost falling
     sales. Sales promotion effects are short run and does not build long- run brand
     preference. Sales promotion loots-coupons, contests, premiums and the like are
     diverse and offer three distinctive benefits:




     Communication:
They gain attention and usually provide information that may lead the consumer
to the product.

Incentive: They include concession, inducement etc that gives value to the
consumer.

Invitation: They include a distinct invitation to engage in the transaction now.
Promotional Objectives in Service Marketing:




Marketers should be clear about their objectives, otherwise it becomes difficult to
formulate appropriate manages and communication tools to achieve them. Some
objectives are as follows:-




•   Create memorable images of specific companies and their brand.
•   Recognize and reward valued customers and employees.
•   Teach customers how to use a service to their own best advantage.
•   Encourage trail by offering promotional incentives.
•   Provide reassurance (e.g. by promoting service guarantees)
                            Part-II Brand Management



Q4(a) Explain the logic of co-branding.




Ans a.



With increasing frequency, companies today are under taking joint marketing
projects. That is, two different companies, fair their respective brands in
collaborative marketing effort:-




New product launches clearly identify the brands that cooperated to create and
market them. For e.g. Compaq and Mattel combined their respective expertise to
bring out a line of high-tech, interactive toys.




Co-branding may help usage extension. In Europe Bacardi and Coke advertise
together. Bacardi’s status is powerful endorsement for coke as the ideal mixer.




Image reinforcement may also be an objective of co-branding in the detergents
and vice versa. Thus, Ariel and Whirlpool recently launched a co-branded
advertising campaign, whose claim is “The art of washing”.

Co-branding appears in sales promotion too. Whirlpool, includes, Bird’s eye
coupons in its refrigerators owners manuals.
Capitalizing on synergies among a no. of brands is another co-branding
objective. Credit card companies like Visa or MasterCard are excellent examples
of co-branding where synergies with banking companies one expected giving rise
to a number of co-branding e.g. Citibank, Visa Card or co-branding involving
there partners i.e. Sahara Airlines, Standard Charter Bank, Visa Card.




Q4 (b) Explain the Logic of Brand Extension.




Ans(b)



When they wish to enter markets from which they have been absent, more
companies do so using the name of one of their existing brands, rather than
using a new brand name created for that purpose. This is known as brand
extension.




The logic of brand extension is:-

To be modern in today’s world means to be in the tune with developments in user
habits and practices. If brands do not flow these developments, there is risk of
them being left behind? Innovation is thus required to allow the brand to remain
up to date.
Brand extension results from the concentration of efforts on a few brands. Firms
have thus put an end to the practice of making every new product a new brand.




This reduces the cost of advertising and supports increase of R and ∆ .

Brand extension enables the brand to break away from the mono-product. Brand
extension is necessary in order for the brand to survive, as all products are
subjected to a life cycle. A product must not get caught in the life cycle and
ensure its survival.




Brand extension gives access to an accumulated image capital. Potential buyers
hopes to derive immediate projects from the brand by extending it and earning
royalties. Reliance has accumulated such a reservoir of brand image capital that
when the company entered Tele-communication services business, brand
extension was the necessary choice.




Brand extension is the only way of defending a brand at risk in a basic market.




Q6(a) Explain the Concepts of Brand Equity.




Ans(a)




Brand vary in the amount of power and value they have in the market place. At
one extreme are brands that are not known by most buyers in the market place.
Then there are brands for which buyers have a fairly high degree of brand
awareness. Beyond this are brands with a high degree of brand acceptability In
other words, brands that most customers would not resist buying. Then there are
brands that enjoy a high degree of brand preference. There are brands that are
selected over the others. Finally there are brands that command a high degree of
brand loyalty. A strong brand is said to have a high brand equity is the value of
the brand over and above its commodity value. According to Aiker, brand equity
“is a set of assets linked to a brand’s name and symbol that adds to the value
provided by a product or service”. Brand equity consists of assets such as brand
loyalty name awareness, perceived quality, strong brand associations and other
assets such as patents, trade, marks and relationships with distributors and
strategic partners. High brand equity provides a number of advantages:




•   The company will enjoy reduced marketing costs because of the high level of
    consumer’s brand awareness an loyalty.



•   The company can more easily launch brand extension since the brand name
    carries high creditability.



•   The company can change a higher price than its competitors because the
    brand has higher perceived quality.
Q6(b) What is brand valuation? Describe any three methods of brand valuation.




Ans(b)



Valuation of a band is desirable for providing objective to the “value” of the brand,
which otherwise tends to become more subjective and less useful or a guide for
marketing decision making in mergers and acquisition, brand value could help in
determining a corporation price and support the decision process. A brand exists
only because of its commitment of its internal values, without this, it is nothing but
a glorified product name.

Some of the methods of brand evaluation are:-




The Price Premium Method: Here the revenues of an unbranded competing
product are deducted from the revenues of a comparable branded product to
establish the excess or premium value of the brand. Using this as a baseline,
assumptions are made with respect to market growth, market share, inflation etc.
so, as to establish cash flows for discounting purposes.




The Historic Cost Method: Their method is used when valuing your own brand
image for inclusion in the Balance sheet. The methodology is to work out the
value of cost incurred in developing the product. Strictly they should be cost that
has not yet been expensed out to the P&L a/c, but the practice includes all
directly identifiable costs.




Market Value Method: This method is based on cost i.e. how much would we
have to spend in terms of cost, time, efforts, to develop and market a similar
product and bring it to the level of the brand that we wish to acquire.




Q   (a)       Explain Kapeure’s Brand Identity prism.




Ans (a)




Brand identity can be represented by a hexagonal prism.
Six sides of the prism represent six facts that define and help to establish
brand identity-



Physique: It is the brands backbone and its tangible added value. If the brand is
a flower, its physique is a stem. Without the stem, the flower dies it is the flowers
objective and tangible basis.




Personality: A brand has a personality of its own by communicating, it gradually
builds up character. The way in which it speaks of its products or services shows
what kind of person it would be if human.




Culture: These are the set of values feeding the brand’s inspiration and energy.
Culture is what links the brand to the firm, especially when the two hear the same
name.




Relationship: Brands are often at the edge of transactions and exchanges
between people. For e.g- Nike suggests a peculiar relationship it encourages us
to let lose (“just o it”), whereas ‘ Mere Bajaj’ conveys love and affection.




Reflection: A brand is reflection when asked for people’s views on certain car
brands, people answer in terms of the brands perception: that’s a brand for
young people! For fathers! For old folks! etc. A brand always builds a image of
the layer which is to be layered.




Self-image: A brand speaks to our self-image self image is the tangent’s own
internal mirror. Through our attitude towards certain brands, we indeed develop a
certain type of inner relationship with ourselves.
Q   (b)        Explain what is brand positioning. What are their limitations?




Ans (b)




Positioning a brand means emphasizing the main characteristic that makes it
different from its competition and appealing to the public. Brand positioning can
be changed even if product remains the same. This is known as repositioning.




Positioning is a crucial step based on four questions:-




       For What Or Why? – Refers to brand promise and consumer benefit
        aspect. For e.g. Bajaj Scooter is reliable etc.
       For Whom? – Refers to the target aspect. For e.g. Coke and Pepsi are
        teenager drinks.
       For When? – Refers to the occasion when the product could be
        consumed. For e.g. Dermi cool powder for summers etc.
       Against Whom? – Refers to the competitors. For e.g. Wagon-R against
        Santro.



Hence the four questions will help position the product or brand and make its
contribution obvious to the customer. But positioning has certain limitations,
which are:-
Positioning focuses on the product itself, but is difficult in the case of multi
product-brand. Positioning does not reveal or reflect all the brands potential. For
e.g. It does not help fully differentiate between Coca Cola and Pepsi. Positioning
controls the words only, leaving rest up to the unpredictable outcome of creature
hunches and protests.




Q8.    Write short note on any two:




Ans 8(b)



Value of Brands to Consumers and Companies.




Value of Brands to Consumers:


      Identification: To be clearly seen, to make sense of the offer, to quickly
       identify sought after products.



      Practicality: To save time and energy through identical repurchasing and
       loyalty.
      Guarantee: To be sure of finding the same quality no matter where or
       when you buy the product or service.



      Optimization: To be sure of buying the best product in the category, the
       best performer for a particular purpose.



Value of Brands to Companies:




Brands, Market Shares and Profits: The brand leader is the most profitable
and all beyond number two are unprofitable.

Brand leverage: Higher volume leads to economies of scale in development,
production and marketing. Premium pricing increases revenue.



The Value of Niche Brands: Dominating the top market is usually more
profitable than being fifth in the large market.
Brand Loyalty and beliefs: Strong brands are more attractive to investors.
Brand loyalty also reduces marketing cost and enables firms to override
occasional problems (for e.g. Coke problem in Europe and India)




Motivating Stakeholders: Companies with strong Brands attract good recruits.
Ans 8(a)




Distribution/Retailers Brands:



For a retailer brand is a means and not a necessity. The different combinations of
DOB (Distributor Own Brands) observed in stores cannot be analyzed without
understanding the function of DOB which varies with the consequences as the
approach to DOB phenomenon is different with in each sector.



In hypermarket business the aim is to differentiate the stores. Discount stores
use private labels so as to be in better position to negotiate with their suppliers.
Certain stores also have added an image objective. For e.g- Marks and Spencer,
who aim to differentiate themselves in the long run buy offering high quality
goods etc. Indian retail Chains like Shoppers Stop, Pantaloons probably have the
same objective.




No one in coming years is going to eat or drink more the reverse is more likely to
happen. So the priority must be to increase profit margins and the store loyalty
and bring in growth in distribution through DOB. The presence of national brands
tends to make customers unfaithful because it enables them to compare price
between stores. In order to avoid this, stores are replacing known brands by
DOB’s, which are exclusive, and extent loyalty among the clientele.
                  LIST OF ATTEMPTED QUESTIONS AND ANSWERS




Multiple Choice Single Answer



 Question

A brand must correspond to only one product. This is called :-



 Correct Answer

Procterian dogma



 Your Answer

Procterian dogma




Multiple Choice Multiple Answer



 Question

Value of a brand is a function of which two factors?
 Correct Answer

Earnings , Strength



 Your Answer

Strength , Earnings




Multiple Choice Single Answer



 Question

The Molecular Model has used following technology to explain it :-



 Correct Answer

Chemical analogy.



 Your Answer

Chemical analogy.




Multiple Choice Multiple Answer



 Question
Countries who are members of SUPER BRAND are:-



 Correct Answer

India , Hong Kong , Australia



 Your Answer

Hong Kong , Singapore , Australia




True/False



 Question

Two major dimensions of Y & R model are: leadership and stability.



 Correct Answer

False



 Your Answer

True




Select The Blank
 Question

The ________ has a direct impact on the type of service desired and the length of service.



 Correct Answer

Customer



 Your Answer

Customer




Multiple Choice Single Answer



 Question

High contact services tend to be :-



 Correct Answer

Those in which customer visit the service facility in person.



 Your Answer

Those in which customer visit the service facility in person.




Multiple Choice Multiple Answer
 Question

Interactive skills training in employees allows to develop what all qualities towards
customer?



 Correct Answer

Empathetic , Courteous , Caring



 Your Answer

Empathetic , Courteous




Multiple Choice Single Answer



 Question

Goods can be :-



 Correct Answer

Standardized.



 Your Answer

Standardized.
Select The Blank



 Question

Exhibiting admirable human qualities is especially important for brands during ________.



 Correct Answer

Crisis



 Your Answer

Crisis




Multiple Choice Multiple Answer



 Question

Personal sources of information are :-



 Correct Answer

Family , Friends , Opinion Leaders



 Your Answer

Family , Friends , Radio
Multiple Choice Multiple Answer



 Question

CIT study helpful in :-



 Correct Answer

Finding opportunities for future improvement. , Redesigning service delivery system. , To
make more customer centric service firm



 Your Answer

Finding opportunities for future improvement. , Redesigning service delivery system. , To
make more customer centric service firm




Multiple Choice Single Answer



 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



 Your Answer
Brand identity




Multiple Choice Single Answer



 Question

This method is used when valuing your own brand image for inclusion in the balance
sheet :-



 Correct Answer

Historic cost method



 Your Answer

NPV of future earnings




True/False



 Question

A brand should strive to create a sense of community.



 Correct Answer

True
 Your Answer

True




Match The Following



Question

Correct Answer

Your Answer




Tangibles

Dress, employee appearance

Dress, employee appearance




Employee motivation

Mission statement

Social skill, Likeability
Empowerment

Authority to employee

Authority to employee




Service orientation

Social skill, Likeability

Mission statement




True/False



 Question

The business strategy in a production line organisation is one of Differentiation and
Customisation.



 Correct Answer

False



 Your Answer

False
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



 Your Answer

True




Multiple Choice Single Answer



 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



 Your Answer
Surplus




Multiple Choice Single Answer



 Question

Which knowledge is essential for building winning brands?



 Correct Answer

Customer



 Your 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
 Your Answer

False




Select The Blank



 Question

Brand's ________ are a measure of potential profitability.



 Correct Answer

Earnings



 Your Answer

Value




Multiple Choice Multiple Answer



 Question

The value of brand equity is a function of :-



 Correct Answer
Age of the brand , Cumulative advertising , Order of entry into the market



 Your Answer

Age of the brand , Age of competitor's brand




Multiple Choice Single Answer



 Question

This approach is often used for outsourcing contracts to provide food service, freight
transportation etc :-



 Correct Answer

Price bids



 Your Answer

Price bids




Multiple Choice Multiple Answer



 Question

Various media options available to a service marketer are:-
 Correct Answer

Magazines , Flyers , Radio



 Your Answer

Magazines , Flyers , Radio




Multiple Choice Single Answer



 Question

D in AIDA stands for :-



 Correct Answer

Desire



 Your Answer

Direction




Select The Blank



 Question
________ helps usage extension.



 Correct Answer

Co-branding



 Your Answer

Brand extension




Match The Following



Question

Correct Answer

Your Answer




Infosys

Uses brand earnings model

Uses brand earnings model




Super brands

Marcel Knobil
Marcel Knobil




Councils of Super brands

Indonesia, Netherlands, Portugal

A C Neilsen




Super brand's juggernaut

UK, France, Germany

Indonesia, Netherlands, Portugal




Multiple Choice Multiple Answer



 Question

Service blue print supports which approaches to quality improvement?



 Correct Answer

Top down , Bottom up
 Your Answer

Left to Right , Right to Left




Select The Blank



 Question

The second objective of commercialization is to monitor ________ aspects of service
during complete service cycle.



 Correct Answer

All



 Your Answer

All




True/False



 Question

A shelf without the favourite market brands is unattractive in the eyes of the customers.



 Correct Answer
True



 Your Answer

True




True/False



 Question

Services can easily stored.



 Correct Answer

False



 Your Answer

False




Multiple Choice Multiple Answer



 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



 Your Answer

Smile , Look into customer's eye , Listening




Select The Blank



 Question

Perishability refers to the service provider's inability to ________.



 Correct Answer

Inventory services.



 Your Answer

Inventory services.




Select The Blank



 Question

Customer ________ is essential to building winning brands.
 Correct Answer

Knowledge



 Your Answer

Involvement




Select The Blank



 Question

The ________ has made world wide brand building easier.



 Correct Answer

Internet



 Your Answer

Internet




Select The Blank



 Question
Cues such as the ________ that accompany the service.



 Correct Answer

Tangibles



 Your Answer

Tangibles




Multiple Choice Multiple Answer



 Question

The visible components of service operations are :-



 Correct Answer

Service personnel , Equipments , Physical facilities



 Your Answer

Equipments , Physical facilities , Other intangibles




Select The Blank
 Question

A strong brand ________ gives relevant, differentiated, purchase motivating benefit to the
target customer



 Correct Answer

Promise



 Your Answer

Awareness




Multiple Choice Multiple Answer



 Question

Various value based pricing are:-



 Correct Answer

Service guarantees , Flat rate pricing



 Your Answer

Service guarantees , Flat rate pricing
Select The Blank



 Question

Selling goods and services through the ________ is a major growth trend.



 Correct Answer

Internet



 Your Answer

Internet




Multiple Choice Multiple Answer



 Question

Internal brand culture is composed of:-



 Correct Answer

Language used , Beliefs and attitudes of staff , Organisational structure



 Your Answer

Language used , Beliefs and attitudes of staff , Organisational structure
Multiple Choice Single Answer



 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



 Your Answer

Cues-response




True/False



 Question

Gap Model is developed by Zeithaml & Bitner.



 Correct Answer

True



 Your Answer

True
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



 Your Answer

True




Multiple Choice Single Answer



 Question

It promises a relevant, differentiated purchase motivating benefit to the target customer :-



 Correct Answer

Strong brand



 Your Answer
Strong brand




True/False



 Question

Service industry is a zero growth industry.



 Correct Answer

False



 Your Answer

False




                  LIST OF ATTEMPTED QUESTIONS AND ANSWERS




Multiple Choice Single Answer



 Question
It is an alliance made visible :-



 Correct Answer

Co branding



 Your Answer

Co branding




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



 Your Answer

True




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



 Your 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.



 Your Answer

Adaptability.
True/False



 Question

Coupons cannot be printed on the backs of ATM receipts.



 Correct Answer

False



 Your Answer

True




Multiple Choice Single Answer



 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



 Your Answer

Brand identity
Multiple Choice Multiple Answer



 Question

The important aspects of tangible dimension of Quality are:-



 Correct Answer

Employee appearance , Dress



 Your Answer

Employee appearance , Dress




True/False



 Question

Goods are sold first and then produced and consumed simultaneously.



 Correct Answer

False



 Your Answer

False
Match The Following



Question

Correct Answer

Your Answer




Application of service blue print

Computer systems analysis

Top down and bottom up approach




Service blue print

Top down and bottom up approach

Computer systems analysis




Service process

Element of extended marketing mix

Element of extended marketing mix
Service are

Intangibles

Intangibles




Match The Following



Question

Correct Answer

Your Answer




Service operation

Service personnel & physical facilities.

Service personnel & physical facilities.




Servuction Model

Visible & invisible factors
Visible & invisible factors




FedEx Corporation

All the sides of a triangle well aligned.

All the sides of a triangle well aligned.




The inanimate environment

All the non living features of service encounter.

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
 Your Answer

True




Multiple Choice Multiple Answer



 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.



 Your Answer

To identify dissatisfied customers. , To monitor & track service performance. , To identify
satisfied customers.




Multiple Choice Multiple Answer



 Question

Incontrollable factors by which services marketers can influence customers are as
follows :-
 Correct Answer

Enduring service intensifiers. , Transitory service intensifiers. , Personal needs.



 Your Answer

Enduring service intensifiers. , Transitory service intensifiers. , Personal needs.




True/False



 Question

Frontline employees are key to a brand's success.



 Correct Answer

True



 Your Answer

True




Select The Blank



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



 Correct Answer

Where



 Your Answer

Where




Multiple Choice Single Answer



 Question

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



 Correct Answer

Adoption



 Your Answer

Adoption




Multiple Choice Multiple Answer
 Question

Reasons for extending a brand are:-



 Correct Answer

Adds to image , To defend a brand at risk , Innovation



 Your Answer

Innovation , Adds to image , To defend a brand at risk




Multiple Choice Single Answer



 Question

It is the value of the brand over and above its commodity value :-



 Correct Answer

Brand equity



 Your Answer

Brand equity
Multiple Choice Single Answer



 Question

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



 Correct Answer

Brand identity



 Your Answer

Brand identity




Multiple Choice Multiple Answer



 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.



 Your 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



 Your Answer

Multi dimensional




Multiple Choice Multiple Answer



 Question

Reasons for customers to buy from virtual stores are :-



 Correct Answer

Convenience , Broad selection , Better prices



 Your Answer
Convenience , Broad selection , Latest trend




Multiple Choice Single Answer



 Question

The type of facility based failures that are most likely to occur is:-



 Correct Answer

Cleanliness issue



 Your 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
 Your Answer

True




Multiple Choice Single Answer



 Question

This phenomenon is inherent in the luxury goods sector :-



 Correct Answer

Brand Extension



 Your Answer

Line extension




Select The Blank



 Question

One of the greatest benefits of blue printing is ________.



 Correct Answer
Education



 Your Answer

Understanding




True/False



 Question

Responsiveness does refers to non willingness to help customers.



 Correct Answer

False



 Your Answer

False




Multiple Choice Multiple Answer



 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

Service employees basically perform ________ functions.



 Correct Answer

Marketing



 Your Answer

Sales




Select The Blank



 Question

While purchasing a service, perceived benefits are weighed against the perceived
________.



 Correct Answer

Costs



 Your Answer

Costs




Select The Blank



 Question

The customers can be ________ to address their needs.



 Correct Answer

Educated



 Your Answer

Educated




Multiple Choice Multiple Answer
 Question

Service skills and interactive training is required for:-



 Correct Answer

Managers , Supporting the staff , Front line employee



 Your Answer

Front line employee , Managers




Multiple Choice Multiple Answer



 Question

Communities can be created offline through which of the following techniques?



 Correct Answer

Community based grass root events , Customer contests , Membership organisations



 Your Answer

Membership organisations , Community based grass root events , Customer contests




Multiple Choice Single Answer
 Question

Which brand strategy has the ability to provide a two tiered sense of difference and depth?



 Correct Answer

Source brand strategy



 Your Answer

Range brand strategy




Multiple Choice Multiple Answer



 Question

Key elements of 'NPV of future earnings ' model are:-



 Correct Answer

Financial forecasting , Role of branding , Brand risk



 Your Answer

Sales forecasting , Role of branding , Brand risk
True/False



 Question

For a retailer, brand is a means and not a necessity.



 Correct Answer

True



 Your 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



 Your Answer

Brand
Select The Blank



 Question

________ means the set of values feeding the brand's inspiration.



 Correct Answer

Culture



 Your Answer

Culture




Select The Blank



 Question

Creating ________ is the ultimate objective behind building a brand.



 Correct Answer

Apostles



 Your Answer

Apostles
True/False



 Question

Services are intangibles.



 Correct Answer

True



 Your Answer

True




Multiple Choice Single Answer



 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



 Your Answer
Generic name




Multiple Choice Single Answer



 Question

Many service firms offer their customers variety of :-



 Correct Answer

Service related activities.



 Your Answer

Service related activities.




Select The Blank



 Question

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



 Correct Answer

Courtesy
 Your Answer

Credibility




Multiple Choice Single Answer



 Question

All marketing activities are essential for :-



 Correct Answer

Building and maintaining relationships with customers.



 Your Answer

Building and maintaining relationships with customers.




Multiple Choice Multiple Answer



 Question

Various uses of the company's physical evidence are:-



 Correct Answer
Means for differentiation , Packaging , Socialising



 Your Answer

Means for differentiation , Socialising , Designing




True/False



 Question

Well dressed individuals are perceived as more intelligent, better workers and more
pleasant to engage in interactions.



 Correct Answer

True



 Your Answer

True




Multiple Choice Single Answer



 Question

Which of the following is the characteristic of goods?
 Correct Answer

Inventoried.



 Your Answer

Sepratability.




                  LIST OF ATTEMPTED QUESTIONS AND ANSWERS




Select The Blank



 Question

The ________ as a supply strategy used to assist during peak demand periods.



 Correct Answer

Part time employees



 Your Answer

Part time employees
Select The Blank



 Question

Brand's ________ is a measure of its reliability of its future earnings.



 Correct Answer

Strength



 Your Answer

Value




Multiple Choice Single Answer



 Question

The new retailing models provides information based benefits such as :-



 Correct Answer

Greater customization.



 Your Answer

Greater customization.
Multiple Choice Single Answer



 Question

The following is new core products for markets that have not been previously defined :-



 Correct Answer

Major Service Innovations



 Your Answer

Major Service Innovations




Select The Blank



 Question

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



 Correct Answer

Banks



 Your Answer
Banks




Select The Blank



 Question

Educate customers to understand their ________ & perform them better.



 Correct Answer

Roles



 Your Answer

Roles




Multiple Choice Single Answer



 Question

Use of multisite location is used to provide services in case of :-



 Correct Answer

Bank ATMs.
 Your Answer

Bank ATMs.




True/False



 Question

Services are sold first and then produced and consumed simultaneously.



 Correct Answer

True



 Your Answer

True




True/False



 Question

Blue printing offers an excellent way to understand customer's service experience.



 Correct Answer

False
 Your Answer

True




Select The Blank



 Question

A service firm can also expand its supply of a service through use of ________.



 Correct Answer

Third parties.



 Your Answer

Third parties.




True/False



 Question

The corporate culture must reinforce the brand essence, promise and personality.



 Correct Answer
True



 Your Answer

True




Multiple Choice Multiple Answer



 Question

Factors influencing service pricing are:-



 Correct Answer

Variablilty of both inputs and outputs , Many services are hard to evaluate , Importance of
time factor



 Your Answer

Variablilty of both inputs and outputs , Many services are hard to evaluate , Importance of
time factor




Select The Blank



 Question

Increase in service industry is due ________.
 Correct Answer

To resource scarcity.



 Your Answer

To simplicity of life.




Multiple Choice Single Answer



 Question

Organisation that communicates heavily through physical evidence is :-



 Correct Answer

Resorts



 Your Answer

Resorts




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



 Your Answer

True




Select The Blank



 Question

________ is the main focus of brand advertising.



 Correct Answer

Personality



 Your Answer

Self image




Multiple Choice Single Answer
 Question

It is the satisfaction linked attractiveness of the brand in its relationship with society :-



 Correct Answer

Ethical



 Your Answer

Idealistic




Select The Blank



 Question

________ is usually specific to a time period, price or customer group.



 Correct Answer

Sales promotion



 Your Answer

Sales promotion
Multiple Choice Multiple Answer



 Question

Stores add value to the product by following features:-



 Correct Answer

Free home delivery , Gift wrapping , Customised advice



 Your Answer

Free home delivery , Gift wrapping , Customised advice




Multiple Choice Single Answer



 Question

It is the satisfaction linked to the attractiveness of the brand, to its logo, to its
communication :-



 Correct Answer

Hedonistic



 Your Answer

Hedonistic
Match The Following



Question

Correct Answer

Your Answer




Issue of Airline miles in return for a purchase

Couponing

Public relations




Face to face communication

Personal selling

Personal selling




Fund raising, recognition and reward programs

Public relations

Advertising
Samples, coupons, gifts etc

Sales promotion

Couponing




True/False



 Question

Brand stature is a combination of esteem and knowledge.



 Correct Answer

True



 Your Answer

True




True/False



 Question
Service pricing strategies are often unsuccessful.



 Correct Answer

True



 Your Answer

True




Select The Blank



 Question

Individualized attention given to customers refers to ________.



 Correct Answer

Empathy



 Your Answer

Empathy




Multiple Choice Multiple Answer
 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



 Your Answer

Greater freedom of movement , Least expensive way of giving substance to the company
name , Responsible for the guarantee




Multiple Choice Single Answer



 Question

Service quality is a critical component of :-



 Correct Answer

Customer perception.



 Your 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



 Your Answer

True




Multiple Choice Multiple Answer



 Question

The examples of backstage failures include :-



 Correct Answer

Not receiving your course grades , Delay in flights , Receiving incorrect hotel bill



 Your Answer

Not receiving your course grades , Delay in flights , Receiving incorrect hotel bill
Multiple Choice Single Answer



 Question

For services its quality depends on :-



 Correct Answer

Consumer's Perception



 Your Answer

Consumer's Perception




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



 Your Answer

True
Multiple Choice Multiple Answer



 Question

Strategies used to implement a culture of internal service quality are:-



 Correct Answer

Internal service guarantees , Internal customer service audits



 Your Answer

Internal marketing , Internal service guarantees , Internal customer service audits




True/False



 Question

The pricing of services is difficult.



 Correct Answer

True



 Your Answer
True




Multiple Choice Multiple Answer



 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.



 Your Answer

Explicit service promises. , Implicit service promises. , Avoid engaging in price.




Multiple Choice Single Answer



 Question

Major Process Innovations consists of :-



 Correct Answer

New process to deliver existing core products in new ways with additional benefits.
 Your 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



 Your Answer

True




Match The Following



Question

Correct Answer

Your Answer
An attention paid to customer by waiter

Satisfied hotel customer.

Satisfied hotel customer.




CIT Methodology

Collecting critical incidents data.

Collecting critical incidents data.




SAS

Customer driven airline.

Customer driven airline.




Good customer encounter

Increase in brand loyalty.

Increase in brand loyalty.
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



 Your Answer

Support process




Multiple Choice Multiple Answer



 Question

Mental stimulus processing services directed at people's minds are :-



 Correct Answer

Psychotherapy. , Music concerts. , Education.



 Your Answer

Psychotherapy. , Music concerts. , Education.
Multiple Choice Single Answer



 Question

It links resource expenses to the variety and complexity of products produced :-



 Correct Answer

ABC



 Your Answer

ABC




Multiple Choice Single Answer



 Question

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



 Correct Answer

Activity



 Your Answer
Activity




Multiple Choice Single Answer



 Question

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



 Correct Answer

Stimulus-response



 Your Answer

Stimulus-response




Multiple Choice Multiple Answer



 Question

The sources of customer expectations consists of :-



 Correct Answer

Pricing. , Advertising. , Sales promises.
 Your Answer

Pricing. , Advertising. , Sales promises.




Multiple Choice Multiple Answer



 Question

Names of customer relationship building approaches are:-



 Correct Answer

Financial benefits , Structural ties , Social benefits



 Your Answer

Financial benefits , Social benefits , Cultural benefits




Multiple Choice Multiple Answer



 Question

Which of the following are poor differentiators of profitability?



 Correct Answer
Price , Product functions , Product features



 Your Answer

Product features , Emotional benefits




Select The Blank



 Question

________ is both the brand's backbone and its tangible added value.



 Correct Answer

Physique



 Your Answer

Self image




Multiple Choice Multiple Answer



 Question

What are the social facets of brand identity prism?
 Correct Answer

Physique , Relationship , Reflection



 Your Answer

Relationship , Culture , Reflection




Multiple Choice Multiple Answer



 Question

Advantages of Source brand strategy are:-



 Correct Answer

Products are directly named , Ability to provide difference , Ability to provide depth



 Your Answer

Products are directly named , Ability to provide difference , Ability to provide depth
Intoduction To services
Service                                                           1
Aout the service sector                                           2

Industries classified with in service sectors
Classification based on differening levels of customer contact    4

High-contact services

Medium-contact services

Low-contact services
Why service marketing is important?                               5

Trends in service sector

A service based economy
Global feature                                                    6
Reasons for growth of service industry                            7
Differentiating Servises from goods                              11

Tangibility Spectrum
Difference in goods vs. services marketing                       12

Intangibity: An Important and unique differnce
Marketing Peroblems Caused by Intangibity                        13

Lack of ability to be stored

lack of protection by patents

Difficulty in displaying or communicating servces
Difficulty in pricing servces                                    14

Possible soln to intangible clues
The use of personsl sources of information                       15

Creation of a strong organisational brand image
Inseparability                                                   16

Marketing Peroblems Caused by inseparability

Physical connection of the service provider to the service
Involvement of the customer in the production process            17
Involvement of other customers in the production process         18
Specila challenges in mass production of services                19

Possible solutions to inseparability problems

Emphasis on selecting and training public contact personnel
Customer management                                              20
Use of multisite locations

Heterogeneity
Marketing problem caused by heterogeneity                                   21

Possible soln to heterogeneity problems

customisation
Standardisation                                                             22
Pershability                                                                23
Marketing problem caused by perishability                                   24

Possible soln perishability problems

Demand strategy : creative pricing
Demand strategy : Resrvatins systems                                        25
Demand strategy :development of complimentary services                      26

Demand strategy :development of non peak demand

Supply strategy: Part time employee utilisation
Supply strategy: capacity sharing                                           27

Supply strategy: advance preparation of expansion
Supply strategy: Utilisation of third parties                               28

Supply strategy: Increase in customer participation
Summary                                                                     29
Extendad marketing mix- three Additional 'P's                               31
The service marketing Systems                                               33

The service marketing triangle

External marketing : making promises
Interactive Marketing : keeping promises                                    34

Intarnal marketing: Enableing promises
Aligning the slides of the traingle(As descrbed by hoffman & bateson)       35
The inanimate Environment                                                   36

Contact Personal

Service providers

Other Customers
Invisible Organisation and systems                                          37

Christopher Lovelock's analysis of service as a system
Service poperations system                                                  38
service delivery system                                                     39
Service markeying system                                                    40
Physical evidence                                                           42
Tangible elements and communication compom=nents in the service marketing
system                                                                      43
 Managing service encounters                                                45
service encounters
 Managing people in service encounters                                      46

Critical incidents in service encounters
The customers perspective                                                   47
Reseasrch insights                                                          48

Group1 Sample incidents: Employee response to service delivery failure
Group2 Sample incidents: Employee response to Customer needs and requests   49
Group1 Sample incidents: Unprompted and unsolicited Employee actions        50
Common themes of sources of customer satisfaction/dissatisfaction           51

recovery

Adaptivity

spontaneity

Coping
The employee's prospective                                                  52

The Problem of customers behaviour

Addressing the challenge of Misbehaving customers
Six types of misbehaving customers                                          53
Service Quality                                                             55

Process Vs Technical outcome quality
service quality dimensions                                                  56
Reliability                                                                 57

Responsiveness
Assurance                                                                   58

Tangibles
Empathy                                                                     59

Measuring service quality
The servqual scale                                                          60
Servqual Questions                                                          61

Tangibles

Realiability

Responsiveness

Assurance

Empathy
Generic Dimensions used by customers to evaluate service quality            62
Gaps model of service quality                                               63
The customer gap                                                            64
The provider gaps                                                           65
Closing the customers gap

The customer gap
Customer Expectations and perceptions of services                   69

Expected service

s of expectations

Desired services

Adequate service

The Zone of Tolerance
A model of customer service expections                              70
Exhibit                                                             71

ways services marketers can influence factors
Customers Perceptions                                               73

Satisfactions VS service Quality
Internal and External customer perceptions                          74

Customer perceptions of quality and customer satisfactions
Customer satisfaction                                               75

Product and service features

Customers Emotions
Attributions for service success or failure                         76

Perceptions of Equity or fairness

Marketing research forservice expectations and perception

Research objectives for services
Criteria for an effective service research programme                77

Element in an effective marketing research programme for services

complaint solicitation
Critical Incident study                                             78

Requirement research

Relationship Surveys

Trailers calls or post transactional survey

Serviceexpectation meetings and reviews
Process check point Evaluations                                     79

Market Oriented Ethnography

Mystery Shopping

Customer panel
Lost customers research(Example)                                   80
Service Product                                                    87

Shostack's Molecular Model
Eiglier And Langeard Model                                         88
Threee Components of service ofering                               90
The Flower of service model                                        91
New Service Product Development                                    95

A Hierarchy of new service categories
Steps to be followed in new service development                    97

Front-End Planning

Business strategy Development

Idea generations
Service Concept development and evaluation                         98
Business analysis                                                  99

Implementation

service development and testing
Market Testing                                                    100

Commercialisation
Post-introduction Evaluation                                      101

Pricing Of Services
Paying for service:The customer's perspectives                    103

Identifying theOutlays incurred by Customers
Understanding net value                                           104

Increasing Ne value by Reducing Non-financial costs of services
The Context of service pricing                                    105

What Makes service pricing Different?

No ownership service
Variability of Both inputs and outputs                            106

Many service are hard to Evaluate

Importance of the Time factor
Foundations of pricing strategy                                   107

cost-based pricing

Regulation and pricing of Utility services

Activity-Based Costing
Competion-based pricing                                           109

Price leadership

Price bids and Negotitions
Value-based pricing                                              110

Pricing strategies to reduce Uncertainity

Service guarantees

flat rate pricing
Relationship pricing                                             111

Low cost leadership
Option For Service delivery                                      113
Customers visit the service siteProviders come to the customer   114

Place and time decisions
Where should services be delivered?                              115

locational constraints
Mini-Stores                                                      116

Locating in multipurpose facilities

E-commerce: The move to cyberspace
When should service be delivered?                                117
Responding to customer's need for convenience                    118

Use of call centre

Providing extended-hours customer service
The role of intermediaries                                       119

Delegating specific-service elements

Franchising
licensing and distribution elements                              120

Key problems involving intermediaries

Channel conflict over Objectives and Perfomance

Channel conflict over cost rewards
Difficulty controlling Quality and consistency across Outlets    121

Tension between Empowerment and control

Channel Ambiguity
Service Promotion                                                123

Service Vs Goods: Implicationa for communications strategy
Intagible nature of service performances                         124

Customer Involvement in Production
Service are harder for customers to Evaluate                     125

The need to balance supply and demand

Importance of contact personnel
Reduced role for Intermediaries                                  126
Setting communication Objectives
Key Planning considerations                                   128

The marketing communications mix

Personal selling
Personal selling and communication                            129

What does a sales person do?
how should sales person sale?                                 130

the Stimulus-response approach

The formula approach

advertising
Media available                                               131

Choosing advertising media

Publicity and public relations
Sales promotion                                               132
Sampling                                                      133

Short term discounts are price cuta

sign-up rebates

gift premiums
Prize promotions                                              134

Instructional materials
The people dimension of Service                               137
Service profit Chain                                          138
service Quality dimensions are driven by Employee behaviour   139
strategies for delivering services as per standard            140
Technology helps                                              141
Hire THE Right People                                         142
Develop people to Deliver service Quality                     143
Training at tokoyo's imperial hotel                           145
Ritz-Carlton's Credo Card                                     146

Twelve rules of training at marriot international
Employee Motivation through mission statement                 147

Visions

Values

Empower Employees
Potential costs and benefits of Empowerment                   149

Benefits

Costs
Promote Teamwork                                                150
develop internal Support System                                 151

Measure internal service Quality
Provide supportive technology and equipment                     152

Develop service-oriented Internal process
Retain the best people                                          153

Treat Employees as customers
Measure and reward strong service performance                   154
Service Culture                                                 155

developing aservice culture
Transporting a service culture                                  156
Service Process BluePrinting                                    159

service blueprint
blueprint component                                             160

physical evidence

costomer actions

onstage contact

backstage contact employee actions

support processes
service blueprint components                                    162

service blueprint examples
reading and using service blueprint                             164
benefits of service blueprinting                                165
building a blueprint                                            166

building a service blueprint
physical evidence                                               169

elements of physical evidence
examples of physical evidence from the customer point of view   170
maintenance of physical evidance                                171

mechanical problems

cleanliness issues

design issues
role of physical evidence                                       172

packaging

facilitating the service process
socialising employees and customers                             173

socialising
means of differntiation
branding definition                                                175

brand name

trademark

service mark

generic name

what is brand

layers of a brand
product/service                                                    177

basic brand

augmented brand
potential brand                                                    178

product and service brands

service brands intengible

branding options

idividual brand names

family/umbrella brand
company name as brand name                                         179

distributor brand / store brand / private brand

branding & the buying process
importance of customer satisfaction and loyalty                    181
customer loyalty/customer relationship is an asset                 182

emotional loyalty
brand building                                                     185
value proposition                                                  186
brand=PX1XAV                                                       186
added value                                                        187

importance of brand

experience of use

user association

belief in efficacy

brand appearance

manufactures name and reputation

developing the framework and communicating the value proposition
innovation adoption model              188

awareness

interest

evaluation

trial

adoption
building customer relationship         189

financial benefits

social benefits

structural ties

a quality product/service experience

first mover advantage

unique positioning concept

strong communications programme
time and consistency                   190

brands as wealth creators
brand identity a necessary concept     195
identity and image                     196
brand positioning                      197
limitations of positioning             200
six facets of identity                 201
physique                               202

personality
culture                                203
relationship                           204
reflection                             205
self image                             205
social conformity and distinction      206
brand concept of brand equity          209
brand loyalty                          210

brand awareness

peceived quality

brand associations

other proprietary brand assets

value of brands to customer

identification
practicality

guarantee
optimisation                                               211

characterisation

continuity

hedonistic

ethical

value of brands to companies

brands market share and profits

brand leverage

value of niche brands

brand loyalty and beliefs

brand barrier

avenues for growth

motivating stakeholders
brand valuation                                            213

who need brand valuation

applications of brand valuation
brand valuation in brand management                        214
brand valuation model                                      215

financial forecasting

role of branding

brand risk
brand value calculation                                    216

price premium method

earning valuation method
royalty payments method income approach                    217

market value method

historic cost method
interbrand approach                                        218
consumer focusser models                                   219
leveraging a brand for sustainable competitive advantage   219
market based methodology                                   220

sale / purchase
weakness

economics and finance based methodology
samples of accounitng for brands                                        221

infosys corporate brand

Discont cash flow approach DCF
assumptions                                                             223

ITC corporate brand

superbrands in india
abount superbrands the oscars of branding                               224

top global brands
global brand score board                                                225
logic of cobranding                                                     226
brand extension                                                         231
line extension                                                          232

extend the brand
limits of the classic conception of branding                            234

1brand=1product=1 promise
multi brand policy                                                      238
branding strategies                                                     245
product brand strategy                                                  246
line brand strategy                                                     250
range brand strategy                                                    251
umbrella brand strategy                                                 253
source brand strategy                                                   255
endorsing brand strategy                                                257
global brand strategy                                                   260
can india build global brands                                           261
distributor's /retailer's own brands/private labels                     262
winning brands                                                          265
top management support is crucial                                       266
profund customer knowledge is essential                                 267
awareness                                                               269
evoke emotions and create sensory experiences                           270
exhibit admirable human qualities                                       271

stand for something

constant product and service innovation
create a sense of community                                             272
corporate culture must reinforce the brand positioning                  273
internal brand building                                                 274
front line employees are key to a brands success                        275
consider co creating your brand with your customers                     275
summary of fifteen things that must be done to create a winning brand   276
Saga of a brand Amul                                                    279
 LG electronics                                                    291

 How did LG go about doing this

 R&D investments

 fast mover

 geographic scope

 differntiation
 innovation                                                        292

 consumer behaviour

 company orientation

 advertising

 future orientation
 Brand steels itself                                               295

 No longer a steal
 driving quality through branding                                  296
 inbuilt value proposition is the key                              297
 cross industry lessons                                            298
 A brand worth its salt                                            301

 tata brand advantage
 pressing the purity button                                        302
 emotional link                                                    303
 potential to grow                                                 303




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



a)
                                                             Historic cost
                                                             method

b)

                                                                NPV of future
                                                             earnings



c)
                                                                Price premium
                                                             method




                                                                Market value
d)                                                           method




The benefit from source brand strategy lies in its ability to provide
a two tiered sense of difference and depth.



                                                                            True




                                                                            Fals
                                                                        e
The goods can be                at one locality and transported for sale in
another locality.




Following are the examples of
Style changes :-



a)




                                     Repainting retail branches.

b)

                                     Vehicles in new colour schemes.




c)                                    Outfitting service employees in new
                                  uniforms.




                                     Amazon.com

d)




One of the problem encountered with Range product strategy is of
brand opacity.



                                                      True




                                                      False




Value of a brand is a function of
which two factors?



a)
                                    Earnings




                                    Differentiation

b)

                                    Strength




                                    Relevance
c)




d)
     It helps to establish how many prospective customers a day pass by
     certain locations :-



a)




        Pedestrian counts
b)


        Retail gravity model



c)
        Franchising




        E-Commerce

d)




The steps and activities that the contact employee
performs that are visible to the customer is :-
a)



                                         On stage
                                      employee action

b)

                                         Back stage
                                      employee action



c)
                                         The support
                                      process




                                          The Customer
d)                                    Action Area




In low contact services,
customers are having more &
more encounters with :-



a)
                              ATMs.
        Face to face contact.
b)


        Internet.




c)      Supplier.




d)




     The three types of marketing that must
     be successfully carried are external,
     internal and :-



a)
        Interactive.




        Outward.

b)

        Internate.




        Supplier.
c)
d)




                stands in the way of a brand's access to the world's demographic pool




The role of physical evidence in the marketing of
intangibles is:-



a)
                                                                       Bifaceted




                                                                       Multifaceted

b)

                                                                       Unifaceted




                                                                       Not balanced
c)
d)

								
To top