service marketing and brand management
TRANSCRIPT
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 FollowingQuestion 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 FollowingQuestion 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 FollowingQuestion 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 FollowingQuestion 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 FollowingQuestion 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 FollowingQuestion 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 FollowingQuestion 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 mallShopper's stop in a big shopping mall
Problems with intermediaries Difficulty controlling quality and consistency across outletsDifficulty 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 FollowingQuestion 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 FollowingQuestion 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 mallShopper's stop in a big shopping mall
Problems with intermediaries Difficulty controlling quality and consistency across outletsDifficulty 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 FollowingQuestion 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 FollowingQuestion 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 FollowingQuestion 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 FollowingQuestion 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 FollowingQuestion 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 FollowingQuestion 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 mallShopper's stop in a big shopping mall
Problems with intermediaries Difficulty controlling quality and consistency across outletsDifficulty 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 FollowingQuestion 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 ModelFocus 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 FollowingQuestion 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 FollowingQuestion 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 FollowingQuestion 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 mallShopper's stop in a big shopping mall
Problems with intermediaries Difficulty controlling quality and consistency across outletsDifficulty 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 FollowingQuestion 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 FollowingQuestion 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 FollowingQuestion 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 mallShopper's stop in a big shopping mall
Problems with intermediaries Difficulty controlling quality and consistency across outletsDifficulty 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 FollowingQuestion 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 ModelFocus 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 FollowingQuestion 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 FollowingQuestion 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 researchIncludes 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 FollowingQuestion 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 FollowingQuestion 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 ModelFocus 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 FollowingQuestion 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 FollowingQuestion 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 FollowingQuestion 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 FollowingQuestion 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 FollowingQuestion 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 FollowingQuestion 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 FollowingQuestion 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 FollowingQuestion 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 mallShopper's stop in a big shopping mall
Problems with intermediaries Difficulty controlling quality and consistency across outletsDifficulty 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 FollowingQuestion 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 FollowingQuestion 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 FollowingQuestion 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 mallShopper's stop in a big shopping mall
Problems with intermediaries Difficulty controlling quality and consistency across outletsDifficulty 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 FollowingQuestion 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 FollowingQuestion 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 mallPedestrian counts
Problems with intermediaries Difficulty controlling quality and consistency across outletsDifficulty 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 FollowingQuestion 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 servicesRegulation 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 FollowingQuestion 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 FollowingQuestion 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 mallShopper's stop in a big shopping mall
Problems with intermediaries Difficulty controlling quality and consistency across outletsDifficulty 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 FollowingQuestion 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 FollowingQuestion 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 FollowingQuestion 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 FollowingQuestion 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 FollowingQuestion 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 FollowingQuestion 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 FollowingQuestion 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 FollowingQuestion 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 outletsDifficulty 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 FollowingQuestion 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 FollowingQuestion 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 FollowingQuestion 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 FollowingQuestion 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 mallShopper's stop in a big shopping mall
Problems with intermediaries Difficulty controlling quality and consistency across outletsDifficulty 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 FollowingQuestion 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 FollowingQuestion 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 FollowingQuestion 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 mallShopper's stop in a big shopping mall
Problems with intermediaries Difficulty controlling quality and consistency across outletsDifficulty 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 FollowingQuestion 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 ModelFocus 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 FollowingQuestion 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 mallShopper's stop in a big shopping mall
Problems with intermediaries Difficulty controlling quality and consistency across outletsDifficulty 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 FollowingQuestion 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 mallShopper's stop in a big shopping mall
Problems with intermediaries Difficulty controlling quality and consistency across outletsDifficulty 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 FollowingQuestion 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 FollowingQuestion 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 mallPedestrian counts
Problems with intermediaries Difficulty controlling quality and consistency across outletsDifficulty 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 FollowingQuestion 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 servicesRegulation 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
Brow ser Name: M
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.
Customer Gap
Customer
Gap 1
Company
Gap 4
Gap 3
GAP MODEL OF
Gap 2 SERVICE QUALITY
Perceived Service
Expected Service
Customer Driven Service Designs and Standards
Service Delivery
Customer Perception of Consumer Expectation
External Communication to Customers
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:-
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 :-
M C
M C
DM C
CM
C
M
M
C
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
E
SERVICESCAP
E
OTHER TANGIBLES
Insuranc
e
Not applicable Policy itself, Billing statements,
Company Brochures, Tellers,
etc
Hospital Building exterior
parking signs,
waiting areas,
medical
equipments, etc.
Uniform reports, stationary
billing statements.
Airline Airline gate area,
Airline exterior,
Airline interior
Tickets, food, uniform
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
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:
Identify and qualify Potential
Customers
Pre-approach Call planning
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 India , Hong Kong , Australia
IGNsYXNzPSdibH Brow ser Name: M
Answer
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 False
Answer
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 Desire
Answer
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 Promise
Answer
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
bGVmdCcgdmFsa Brow ser Name: M
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 Computer systems analysis Top down and bottom up
print 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 Costs
Answer
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 Apostles
Answer
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
ZWZpdHMgXDw v Brow ser Name: M
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 True
Answer
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 Internal service guarantees , Internal customer service audits
Answer
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 servicesService 1Aout the service sector 2Industries classified with in service sectorsClassification based on differening levels of customer contact 4High-contact servicesMedium-contact servicesLow-contact servicesWhy service marketing is important? 5Trends in service sectorA service based economyGlobal feature 6Reasons for growth of service industry 7Differentiating Servises from goods 11Tangibility SpectrumDifference in goods vs. services marketing 12Intangibity: An Important and unique differnceMarketing Peroblems Caused by Intangibity 13Lack of ability to be storedlack of protection by patentsDifficulty in displaying or communicating servcesDifficulty in pricing servces 14Possible soln to intangible cluesThe use of personsl sources of information 15Creation of a strong organisational brand imageInseparability 16Marketing Peroblems Caused by inseparabilityPhysical connection of the service provider to the serviceInvolvement of the customer in the production process 17Involvement of other customers in the production process 18Specila challenges in mass production of services 19Possible solutions to inseparability problemsEmphasis on selecting and training public contact personnelCustomer management 20Use of multisite locationsHeterogeneityMarketing problem caused by heterogeneity 21Possible soln to heterogeneity problemscustomisationStandardisation 22Pershability 23Marketing problem caused by perishability 24Possible soln perishability problemsDemand strategy : creative pricingDemand strategy : Resrvatins systems 25
Demand strategy :development of complimentary services 26Demand strategy :development of non peak demandSupply strategy: Part time employee utilisationSupply strategy: capacity sharing 27Supply strategy: advance preparation of expansionSupply strategy: Utilisation of third parties 28Supply strategy: Increase in customer participationSummary 29Extendad marketing mix- three Additional 'P's 31The service marketing Systems 33The service marketing triangleExternal marketing : making promisesInteractive Marketing : keeping promises 34Intarnal marketing: Enableing promisesAligning the slides of the traingle(As descrbed by hoffman & bateson) 35The inanimate Environment 36Contact PersonalService providersOther CustomersInvisible Organisation and systems 37Christopher Lovelock's analysis of service as a systemService poperations system 38service delivery system 39Service markeying system 40Physical evidence 42Tangible elements and communication compom=nents in the service marketing system 43 Managing service encounters 45service encounters Managing people in service encounters 46Critical incidents in service encountersThe customers perspective 47Reseasrch insights 48Group1 Sample incidents: Employee response to service delivery failureGroup2 Sample incidents: Employee response to Customer needs and requests 49Group1 Sample incidents: Unprompted and unsolicited Employee actions 50Common themes of sources of customer satisfaction/dissatisfaction 51recoveryAdaptivityspontaneityCopingThe employee's prospective 52The Problem of customers behaviourAddressing the challenge of Misbehaving customersSix types of misbehaving customers 53Service Quality 55Process Vs Technical outcome qualityservice quality dimensions 56Reliability 57ResponsivenessAssurance 58
TangiblesEmpathy 59Measuring service qualityThe servqual scale 60Servqual Questions 61TangiblesRealiabilityResponsivenessAssuranceEmpathyGeneric Dimensions used by customers to evaluate service quality 62Gaps model of service quality 63The customer gap 64The provider gaps 65Closing the customers gapThe customer gapCustomer Expectations and perceptions of services 69Expected services of expectationsDesired servicesAdequate serviceThe Zone of ToleranceA model of customer service expections 70Exhibit 71ways services marketers can influence factorsCustomers Perceptions 73Satisfactions VS service QualityInternal and External customer perceptions 74Customer perceptions of quality and customer satisfactionsCustomer satisfaction 75Product and service featuresCustomers EmotionsAttributions for service success or failure 76Perceptions of Equity or fairnessMarketing research forservice expectations and perceptionResearch objectives for servicesCriteria for an effective service research programme 77Element in an effective marketing research programme for servicescomplaint solicitationCritical Incident study 78Requirement researchRelationship SurveysTrailers calls or post transactional surveyServiceexpectation meetings and reviewsProcess check point Evaluations 79Market Oriented EthnographyMystery ShoppingCustomer panelLost customers research(Example) 80Service Product 87
Shostack's Molecular ModelEiglier And Langeard Model 88Threee Components of service ofering 90The Flower of service model 91New Service Product Development 95 A Hierarchy of new service categoriesSteps to be followed in new service development 97Front-End PlanningBusiness strategy DevelopmentIdea generationsService Concept development and evaluation 98Business analysis 99Implementationservice development and testingMarket Testing 100CommercialisationPost-introduction Evaluation 101Pricing Of ServicesPaying for service:The customer's perspectives 103Identifying theOutlays incurred by CustomersUnderstanding net value 104Increasing Ne value by Reducing Non-financial costs of servicesThe Context of service pricing 105What Makes service pricing Different?No ownership serviceVariability of Both inputs and outputs 106Many service are hard to EvaluateImportance of the Time factorFoundations of pricing strategy 107cost-based pricingRegulation and pricing of Utility servicesActivity-Based CostingCompetion-based pricing 109Price leadershipPrice bids and Negotitions Value-based pricing 110Pricing strategies to reduce UncertainityService guaranteesflat rate pricingRelationship pricing 111Low cost leadershipOption For Service delivery 113Customers visit the service siteProviders come to the customer 114Place and time decisionsWhere should services be delivered? 115locational constraintsMini-Stores 116Locating in multipurpose facilitiesE-commerce: The move to cyberspaceWhen should service be delivered? 117
Responding to customer's need for convenience 118Use of call centreProviding extended-hours customer serviceThe role of intermediaries 119Delegating specific-service elementsFranchisinglicensing and distribution elements 120Key problems involving intermediariesChannel conflict over Objectives and PerfomanceChannel conflict over cost rewardsDifficulty controlling Quality and consistency across Outlets 121Tension between Empowerment and controlChannel AmbiguityService Promotion 123Service Vs Goods: Implicationa for communications strategyIntagible nature of service performances 124Customer Involvement in ProductionService are harder for customers to Evaluate 125The need to balance supply and demandImportance of contact personnelReduced role for Intermediaries 126Setting communication ObjectivesKey Planning considerations 128The marketing communications mixPersonal sellingPersonal selling and communication 129What does a sales person do?how should sales person sale? 130the Stimulus-response approachThe formula approachadvertisingMedia available 131Choosing advertising mediaPublicity and public relationsSales promotion 132Sampling 133Short term discounts are price cutasign-up rebatesgift premiumsPrize promotions 134Instructional materialsThe people dimension of Service 137Service profit Chain 138service Quality dimensions are driven by Employee behaviour 139strategies for delivering services as per standard 140Technology helps 141Hire THE Right People 142Develop people to Deliver service Quality 143Training at tokoyo's imperial hotel 145Ritz-Carlton's Credo Card 146
Twelve rules of training at marriot internationalEmployee Motivation through mission statement 147VisionsValuesEmpower EmployeesPotential costs and benefits of Empowerment 149BenefitsCostsPromote Teamwork 150develop internal Support System 151Measure internal service QualityProvide supportive technology and equipment 152Develop service-oriented Internal processRetain the best people 153Treat Employees as customersMeasure and reward strong service performance 154Service Culture 155developing aservice cultureTransporting a service culture 156Service Process BluePrinting 159service blueprintblueprint component 160physical evidencecostomer actionsonstage contact backstage contact employee actionssupport processesservice blueprint components 162service blueprint examplesreading and using service blueprint 164benefits of service blueprinting 165building a blueprint 166building a service blueprintphysical evidence 169elements of physical evidenceexamples of physical evidence from the customer point of view 170maintenance of physical evidance 171mechanical problemscleanliness issuesdesign issuesrole of physical evidence 172packagingfacilitating the service processsocialising employees and customers 173socialisingmeans of differntiationbranding definition 175brand nametrademarkservice mark
generic namewhat is brandlayers of a brandproduct/service 177basic brandaugmented brandpotential brand 178product and service brandsservice brands intengiblebranding optionsidividual brand namesfamily/umbrella brandcompany name as brand name 179distributor brand / store brand / private brandbranding & the buying processimportance of customer satisfaction and loyalty 181customer loyalty/customer relationship is an asset 182emotional loyaltybrand building 185value proposition 186brand=PX1XAV 186added value 187importance of brandexperience of useuser associationbelief in efficacybrand appearancemanufactures name and reputationdeveloping the framework and communicating the value propositioninnovation adoption model 188awarenessinterestevaluationtrialadoptionbuilding customer relationship 189financial benefitssocial benefitsstructural tiesa quality product/service experiencefirst mover advantageunique positioning conceptstrong communications programmetime and consistency 190brands as wealth creatorsbrand identity a necessary concept 195identity and image 196brand positioning 197limitations of positioning 200six facets of identity 201
physique 202personalityculture 203relationship 204reflection 205self image 205social conformity and distinction 206brand concept of brand equity 209brand loyalty 210brand awarenesspeceived qualitybrand associationsother proprietary brand assetsvalue of brands to customeridentificationpracticalityguaranteeoptimisation 211characterisationcontinuityhedonisticethicalvalue of brands to companiesbrands market share and profitsbrand leveragevalue of niche brandsbrand loyalty and beliefsbrand barrieravenues for growthmotivating stakeholdersbrand valuation 213who need brand valuationapplications of brand valuationbrand valuation in brand management 214brand valuation model 215financial forecastingrole of brandingbrand riskbrand value calculation 216price premium methodearning valuation methodroyalty payments method income approach 217market value methodhistoric cost methodinterbrand approach 218consumer focusser models 219leveraging a brand for sustainable competitive advantage 219market based methodology 220sale / purchaseweakness
economics and finance based methodologysamples of accounitng for brands 221infosys corporate brandDiscont cash flow approach DCFassumptions 223ITC corporate brandsuperbrands in indiaabount superbrands the oscars of branding 224top global brandsglobal brand score board 225logic of cobranding 226brand extension 231line extension 232extend the brandlimits of the classic conception of branding 2341brand=1product=1 promisemulti brand policy 238branding strategies 245product brand strategy 246line brand strategy 250range brand strategy 251umbrella brand strategy 253source brand strategy 255endorsing brand strategy 257global brand strategy 260can india build global brands 261distributor's /retailer's own brands/private labels 262winning brands 265top management support is crucial 266profund customer knowledge is essential 267awareness 269evoke emotions and create sensory experiences 270exhibit admirable human qualities 271stand for somethingconstant product and service innovationcreate a sense of community 272corporate culture must reinforce the brand positioning 273internal brand building 274front line employees are key to a brands success 275consider co creating your brand with your customers 275summary of fifteen things that must be done to create a winning brand 276Saga of a brand Amul 279LG electronics 291How did LG go about doing thisR&D investmentsfast movergeographic scopedifferntiationinnovation 292consumer behaviour
company orientationadvertisingfuture orientationBrand steels itself 295No longer a stealdriving quality through branding 296inbuilt value proposition is the key 297cross industry lessons 298A brand worth its salt 301tata brand advantagepressing the purity button 302emotional link 303potential 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)
b)
c)
d)
Historic cost method
NPV of future earnings
Price premium method
Market value method
The benefit from source brand strategy lies in its ability to provide a two tiered sense of difference and depth.
True
False
The goods can be at one locality and transported for sale in another locality.
Following are the examples of Style changes :-
a)
b)
c)
d)
Repainting retail branches.
Vehicles in new colour schemes.
Outfitting service employees in new uniforms.
Amazon.com
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)
b)
c)
d)
Earnings
Differentiation
Strength
Relevance
It helps to establish how many prospective customers a day pass by certain locations :-
a)
b)
c)
d)
Pedestrian counts
Retail gravity model
Franchising
E-Commerce
The steps and activities that the contact employee performs that are visible to the customer is :-
a)
b)
c)
d)
On stage employee action
Back stage employee action
The support process
The Customer Action Area
In low contact services, customers are having more & more encounters with :-
a)
b)
c)
d)
ATMs.
Face to face contact.
Internet.
Supplier.
The three types of marketing that must be successfully carried are external, internal and :-
a)
b)
c)
d)
Interactive.
Outward.
Internate.
Supplier.
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)
b)
c)
d)
Bifaceted
Multifaceted
Unifaceted
Not balanced