You are on page 1of 196

list of attempted questions and answers

multiple choice single answer


question it is an alliance made visible :-
correct answer co branding
your answer co branding

true/false
question consumers differ as to which service/product attributes they see as important and
pay the most attention to the brands that will deliver the sought benefits.
correct answer true
your answer true

multiple choice multiple answer


question advantages of a range brand policy are:-
correct answer creates brand capital , cost of launch is low , focuses on single brand
image
your answer creates brand capital , cost of launch is low , focuses on single brand image

select the blank


question employees response to customer needs & requests is called as ________.
correct answer adaptability.
your answer adaptability.

true/false
question coupons cannot be printed on the backs of atm receipts.
correct answer false
your answer true

multiple choice single answer


question it is a concept that serves to offset the limitations of postponing and to monitor
the means of expression, the unity and durability of a brand :-
correct answer brand identity
your answer brand identity

multiple choice multiple answer


question the important aspects of tangible dimension of quality are:-
correct answer employee appearance , dress
your answer employee appearance , dress

true/false
question goods are sold first and then produced and consumed simultaneously.
correct answer false
your answer false

match the following


question correct answer your answer

application of service blue print computer systems analysis top down and bottom up
approach

service blue print top down and bottom up approach computer systems analysis

service process element of extended marketing mix element of extended marketing mix

service are intangibles intangibles

match the following


question correct answer your answer

service operation service personnel & physical facilities. service personnel & physical
facilities.

servuction model visible & invisible factors visible & invisible factors

fedex corporation all the sides of a triangle well aligned. all the sides of a triangle well
aligned.

the inanimate environment all the non living features of service encounter. all the non living
features of service encounter.

true/false
question the benefit from source brand strategy lies in its ability to provide a two tiered
sense of difference and depth.
correct answer true
your answer true

multiple choice multiple answer


question research objectives for services are as follows :-
correct answer to identify dissatisfied customers. , to monitor & track service
performance. , to forecast future expectations of customers.
your answer to identify dissatisfied customers. , to monitor & track service performance. , to
identify satisfied customers.

multiple choice multiple answer


question incontrollable factors by which services marketers can influence customers are
as follows :-
correct answer enduring service intensifiers. , transitory service intensifiers. , personal
needs.
your answer enduring service intensifiers. , transitory service intensifiers. , personal needs.

true/false
question frontline employees are key to a brand's success.
correct answer true
your answer true
select the blank
question the service delivery is concerned with ________, when, & how to deliver service
to customers.
correct answer where
your answer where

multiple choice single answer


question during which stage of 'innovation adoption ' model, the customers are satisfied
and decide to make regular use of the product?
correct answer adoption
your answer adoption

multiple choice multiple answer


question reasons for extending a brand are:-
correct answer adds to image , to defend a brand at risk , innovation
your answer innovation , adds to image , to defend a brand at risk

multiple choice single answer


question it is the value of the brand over and above its commodity value :-
correct answer brand equity
your answer brand equity

multiple choice single answer


question it is a common element that sends a single message amid the wide variety of its
products, actions and slogans :-
correct answer brand identity
your answer brand identity

multiple choice multiple answer


question inseparability of services are described and interpreted differently by different
workers due to :-
correct answer as they require customer participation in production process. ,
performance can not be separated from performers. , person/ equipment can not be separated/
stored.
your answer as they require customer participation in production process. , performance can
not be separated from performers. , person/ equipment can not be separated/ stored.

select the blank


question nature of service quality is ________.
correct answer multi dimensional
your answer multi dimensional

multiple choice multiple answer


question reasons for customers to buy from virtual stores are :-
correct answer convenience , broad selection , better prices
your answer convenience , broad selection , latest trend
multiple choice single answer
question the type of facility based failures that are most likely to occur is:-
correct answer cleanliness issue
your answer cleanliness issue

true/false
question in service development of new tangible products it involves construction of
product prototypes & testing for consumer acceptance.
correct answer true
your answer true

multiple choice single answer


question this phenomenon is inherent in the luxury goods sector :-
correct answer brand extension
your answer line extension

select the blank


question one of the greatest benefits of blue printing is ________.
correct answer education
your answer understanding

true/false
question responsiveness does refers to non willingness to help customers.
correct answer false
your answer false

multiple choice multiple answer


question people are emotionally connected to a brand for following reasons:-
correct answer admirable brand , intense brand , unique brand
your answer admirable brand , intense brand , unique brand

select the blank


question service employees basically perform ________ functions.
correct answer marketing
your answer sales

select the blank


question while purchasing a service, perceived benefits are weighed against the perceived
________.
correct answer costs
your answer costs

select the blank


question the customers can be ________ to address their needs.
correct answer educated
your answer educated
multiple choice multiple answer
question service skills and interactive training is required for:-
correct answer managers , supporting the staff , front line employee
your answer front line employee , managers

multiple choice multiple answer


question communities can be created offline through which of the following techniques?
correct answer community based grass root events , customer contests , membership
organisations
your answer membership organisations , community based grass root events , customer
contests

multiple choice single answer


question which brand strategy has the ability to provide a two tiered sense of difference
and depth?
correct answer source brand strategy
your answer range brand strategy

multiple choice multiple answer


question key elements of 'npv of future earnings ' model are:-
correct answer financial forecasting , role of branding , brand risk
your answer sales forecasting , role of branding , brand risk

true/false
question for a retailer, brand is a means and not a necessity.
correct answer true
your answer true

select the blank


question ________ is the focal point around which an organisation defines how it will
uniquely deliver value to the customer for a point.
correct answer brand
your answer brand

select the blank


question ________ means the set of values feeding the brand's inspiration.
correct answer culture
your answer culture

select the blank


question creating ________ is the ultimate objective behind building a brand.
correct answer apostles
your answer apostles

true/false
question services are intangibles.
correct answer true
your answer true

multiple choice single answer


question it describes a product or an item that is actually a brand name but has now
become a part of our standard vocabulary
correct answer generic name
your answer generic name

multiple choice single answer


question many service firms offer their customers variety of :-
correct answer service related activities.
your answer service related activities.

select the blank


question in case of services whose technical quality can not correctly evaluated ________
used as signal of quality.
correct answer courtesy
your answer credibility

multiple choice single answer


question all marketing activities are essential for :-
correct answer building and maintaining relationships with customers.
your answer building and maintaining relationships with customers.

multiple choice multiple answer


question various uses of the company's physical evidence are:-
correct answer means for differentiation , packaging , socialising
your answer means for differentiation , socialising , designing

true/false
question well dressed individuals are perceived as more intelligent, better workers and
more pleasant to engage in interactions.
correct answer true
your answer true

multiple choice single answer


question which of the following is the characteristic of goods?
correct answer inventoried.
your answer sepratability.

list of attempted questions and answers

multiple choice single answer


question a brand must correspond to only one product. this is called :-
correct answer procterian dogma
your answer procterian dogma
multiple choice multiple answer
question value of a brand is a function of which two factors?
correct answer earnings , strength
your answer strength , earnings

multiple choice single answer


question the molecular model has used following technology to explain it :-
correct answer chemical analogy.
your answer chemical analogy.

multiple choice multiple answer


question countries who are members of super brand are:-
correct answer india , hong kong , australia
your answer hong kong , singapore , australia

true/false
question two major dimensions of y & r model are: leadership and stability.
correct answer false
your answer true

select the blank


question the ________ has a direct impact on the type of service desired and the length of
service.
correct answer customer
your answer customer

multiple choice single answer


question high contact services tend to be :-
correct answer those in which customer visit the service facility in person.
your answer those in which customer visit the service facility in person.

multiple choice multiple answer


question interactive skills training in employees allows to develop what all qualities
towards customer?
correct answer empathetic , courteous , caring
your answer empathetic , courteous

multiple choice single answer


question goods can be :-
correct answer standardized.
your answer standardized.

select the blank


question exhibiting admirable human qualities is especially important for brands during
________.
correct answer crisis
your answer crisis

multiple choice multiple answer


question personal sources of information are :-
correct answer family , friends , opinion leaders
your answer family , friends , radio

multiple choice multiple answer


question cit study helpful in :-
correct answer finding opportunities for future improvement. , redesigning service
delivery system. , to make more customer centric service firm
your answer finding opportunities for future improvement. , redesigning service delivery
system. , to make more customer centric service firm

multiple choice single answer


question it refers to the way in which certain groups decode all of the signals emanating
from the product, services and communication covered by the brand :-
correct answer brand image
your answer brand identity

multiple choice single answer


question this method is used when valuing your own brand image for inclusion in the
balance sheet :-
correct answer historic cost method
your answer npv of future earnings

true/false
question a brand should strive to create a sense of community.
correct answer true
your answer true

match the following


question correct answer your answer

tangibles dress, employee appearance dress, employee appearance

employee motivation mission statement social skill, likeability

empowerment authority to employee authority to employee

service orientation social skill, likeability mission statement

true/false
question the business strategy in a production line organisation is one of differentiation
and customisation.
correct answer false
your answer false
true/false
question appearance of personnel and facilities often have a direct impact on how
consumers perceive that the firm will handle the service aspects of its business.
correct answer true
your answer true

multiple choice single answer


question it is the difference between the price customers pay and the amount they would
actually have been willing to pay to get the desired benefit :-
correct answer surplus
your answer surplus

multiple choice single answer


question which knowledge is essential for building winning brands?
correct answer customer
your answer customer

true/false
question horizontal extension of a brand is less of a handicap than vertical extension by
which brands try to cover all levels of quality and status.
correct answer true
your answer false

select the blank


question brand's ________ are a measure of potential profitability.
correct answer earnings
your answer value

multiple choice multiple answer


question the value of brand equity is a function of :-
correct answer age of the brand , cumulative advertising , order of entry into the market
your answer age of the brand , age of competitor's brand

multiple choice single answer


question this approach is often used for outsourcing contracts to provide food service,
freight transportation etc :-
correct answer price bids
your answer price bids

multiple choice multiple answer


question various media options available to a service marketer are:-
correct answer magazines , flyers , radio
your answer magazines , flyers , radio

multiple choice single answer


question d in aida stands for :-
correct answer desire
your answer direction

select the blank


question ________ helps usage extension.
correct answer co-branding
your answer brand extension

match the following


question correct answer your answer

infosys uses brand earnings model uses brand earnings model

super brands marcel knobil marcel knobil

councils of super brands indonesia, netherlands, portugal a c neilsen

super brand's juggernaut uk, france, germany indonesia, netherlands, portugal

multiple choice multiple answer


question service blue print supports which approaches to quality improvement?
correct answer top down , bottom up
your answer left to right , right to left

select the blank


question the second objective of commercialization is to monitor ________ aspects of
service during complete service cycle.
correct answer all
your answer all

true/false
question a shelf without the favourite market brands is unattractive in the eyes of the
customers.
correct answer true
your answer true

true/false
question services can easily stored.
correct answer false
your answer false

multiple choice multiple answer


question the main do's kept in mind in face to face contacts with customers are :-
correct answer smile , look into customer's eye , listening
your answer smile , look into customer's eye , listening

select the blank


question perishability refers to the service provider's inability to ________.
correct answer inventory services.
your answer inventory services.

select the blank


question customer ________ is essential to building winning brands.
correct answer knowledge
your answer involvement

select the blank


question the ________ has made world wide brand building easier.
correct answer internet
your answer internet

select the blank


question cues such as the ________ that accompany the service.
correct answer tangibles
your answer tangibles

multiple choice multiple answer


question the visible components of service operations are :-
correct answer service personnel , equipments , physical facilities
your answer equipments , physical facilities , other intangibles

select the blank


question a strong brand ________ gives relevant, differentiated, purchase motivating
benefit to the target customer
correct answer promise
your answer awareness

multiple choice multiple answer


question various value based pricing are:-
correct answer service guarantees , flat rate pricing
your answer service guarantees , flat rate pricing

select the blank


question selling goods and services through the ________ is a major growth trend.
correct answer internet
your answer internet

multiple choice multiple answer


question internal brand culture is composed of:-
correct answer language used , beliefs and attitudes of staff , organisational structure
your answer language used , beliefs and attitudes of staff , organisational structure

multiple choice single answer


question this approach is based on a standard sales presentation containing statements
that lead the customer through stages to a purchase :-
correct answer formula approach
your answer cues-response

true/false
question gap model is developed by zeithaml & bitner.
correct answer true
your answer true

true/false
question when decisions regarding customer satisfaction are left to the discretion of
employees, there may be inconsistency in the level of service delivered.
correct answer true
your answer true

multiple choice single answer


question it promises a relevant, differentiated purchase motivating benefit to the target
customer :-
correct answer strong brand
your answer strong brand

true/false
question service industry is a zero growth industry.
correct answer false
your answer false

list of attempted questions and answers

select the blank


question the ________ as a supply strategy used to assist during peak demand periods.
correct answer part time employees
your answer part time employees

select the blank


question brand's ________ is a measure of its reliability of its future earnings.
correct answer strength
your answer value

multiple choice single answer


question the new retailing models provides information based benefits such as :-
correct answer greater customization.
your answer greater customization.

multiple choice single answer


question the following is new core products for markets that have not been previously
defined :-
correct answer major service innovations
your answer major service innovations
select the blank
question many ________ also sell insurance products and collect commission but are not
normally involved in handling claims.
correct answer banks
your answer banks

select the blank


question educate customers to understand their ________ & perform them better.
correct answer roles
your answer roles

multiple choice single answer


question use of multisite location is used to provide services in case of :-
correct answer bank atms.
your answer bank atms.

true/false
question services are sold first and then produced and consumed simultaneously.
correct answer true
your answer true

true/false
question blue printing offers an excellent way to understand customer's service
experience.
correct answer false
your answer true

select the blank


question a service firm can also expand its supply of a service through use of ________.
correct answer third parties.
your answer third parties.

true/false
question the corporate culture must reinforce the brand essence, promise and personality.
correct answer true
your answer true

multiple choice multiple answer


question factors influencing service pricing are:-
correct answer variablilty of both inputs and outputs , many services are hard to evaluate
, importance of time factor
your answer variablilty of both inputs and outputs , many services are hard to evaluate ,
importance of time factor

select the blank


question increase in service industry is due ________.
correct answer to resource scarcity.
your answer to simplicity of life.

multiple choice single answer


question organisation that communicates heavily through physical evidence is :-
correct answer resorts
your answer resorts

true/false
question there is an ambiguity between the roles of the principal and its intermediaries
when 'empowerment' is the chosen strategy.
correct answer true
your answer true

select the blank


question ________ is the main focus of brand advertising.
correct answer personality
your answer self image

multiple choice single answer


question it is the satisfaction linked attractiveness of the brand in its relationship with
society :-
correct answer ethical
your answer idealistic

select the blank


question ________ is usually specific to a time period, price or customer group.
correct answer sales promotion
your answer sales promotion

multiple choice multiple answer


question stores add value to the product by following features:-
correct answer free home delivery , gift wrapping , customised advice
your answer free home delivery , gift wrapping , customised advice

multiple choice single answer


question it is the satisfaction linked to the attractiveness of the brand, to its logo, to its
communication :-
correct answer hedonistic
your answer hedonistic

match the following


question correct answer your answer

issue of airline miles in return for a purchase couponing public relations

face to face communication personal selling personal selling


fund raising, recognition and reward programs public relations advertising

samples, coupons, gifts etc sales promotion couponing

true/false
question brand stature is a combination of esteem and knowledge.
correct answer true
your answer true

true/false
question service pricing strategies are often unsuccessful.
correct answer true
your answer true

select the blank


question individualized attention given to customers refers to ________.
correct answer empathy
your answer empathy

multiple choice multiple answer


question advantages of endorsing brand strategy are:-
correct answer greater freedom of movement , least expensive way of giving substance
to the company name , responsible for the guarantee
your answer greater freedom of movement , least expensive way of giving substance to the
company name , responsible for the guarantee

multiple choice single answer


question service quality is a critical component of :-
correct answer customer perception.
your answer customer perception.

true/false
question for services all three marketing activities represented by the sides of triangle are
critical to success.
correct answer true
your answer true

multiple choice multiple answer


question the examples of backstage failures include :-
correct answer not receiving your course grades , delay in flights , receiving incorrect
hotel bill
your answer not receiving your course grades , delay in flights , receiving incorrect hotel bill

multiple choice single answer


question for services its quality depends on :-
correct answer consumer's perception
your answer consumer's perception
true/false
question a strong company name attached to a new product, transfers positive association
and provides confidence and incentive to trial.
correct answer true
your answer true

multiple choice multiple answer


question strategies used to implement a culture of internal service quality are:-
correct answer internal service guarantees , internal customer service audits
your answer internal marketing , internal service guarantees , internal customer service audits

true/false
question the pricing of services is difficult.
correct answer true
your answer true

multiple choice multiple answer


question controllable factors by which services marketers can influence customers are as
follows :-
correct answer explicit service promises. , implicit service promises. , avoid engaging in
price.
your answer explicit service promises. , implicit service promises. , avoid engaging in price.

multiple choice single answer


question major process innovations consists of :-
correct answer new process to deliver existing core products in new ways with additional
benefits.
your answer new process to deliver existing core products in new ways with additional
benefits.

true/false
question too much crowding of ads leads to customer ignoring ads or not registering in the
mind.
correct answer true
your answer true

match the following


question correct answer your answer

an attention paid to customer by waiter satisfied hotel customer.satisfied hotel customer.

cit methodology collecting critical incidents data. collecting critical incidents data.

sas customer driven airline. customer driven airline.

good customer encounter increase in brand loyalty. increase in brand loyalty.


select the blank
question ________ provides a basis for identifying and assessing cost, revenue and
capital invested in each element of the service.
correct answer service blue print
your answer support process

multiple choice multiple answer


question mental stimulus processing services directed at people's minds are :-
correct answer psychotherapy. , music concerts. , education.
your answer psychotherapy. , music concerts. , education.

multiple choice single answer


question it links resource expenses to the variety and complexity of products produced :-
correct answer abc
your answer abc

multiple choice single answer


question it is a set of tasks that combine to compose the processes needed to create and
deliver the service :-
correct answer activity
your answer activity

multiple choice single answer


question this approach to selling is based on the premise that for a given stimulus, there is
a particular response :-
correct answer stimulus-response
your answer stimulus-response

multiple choice multiple answer


question the sources of customer expectations consists of :-
correct answer pricing. , advertising. , sales promises.
your answer pricing. , advertising. , sales promises.

multiple choice multiple answer


question names of customer relationship building approaches are:-
correct answer financial benefits , structural ties , social benefits
your answer financial benefits , social benefits , cultural benefits

multiple choice multiple answer


question which of the following are poor differentiators of profitability?
correct answer price , product functions , product features
your answer product features , emotional benefits

select the blank


question ________ is both the brand's backbone and its tangible added value.
correct answer physique
your answer self image
multiple choice multiple answer
question what are the social facets of brand identity prism?
correct answer physique , relationship , reflection
your answer relationship , culture , reflection

multiple choice multiple answer


question advantages of source brand strategy are:-
correct answer products are directly named , ability to provide difference , ability to
provide depth
your answer products are directly named , ability to provide difference , ability to provide depth

list of attempted questions and answers

multiple choice multiple answer


question types of competition based pricing are:-
correct answer price leadership , negotiation
your answer price leadership , negotiation

true/false
question a strong company name attached to a new product, transfers positive association
and provides confidence and incentive to trial.
correct answer true
your answer true

multiple choice single answer


question high contact services tend to be :-
correct answer those in which customer visit the service facility in person.
your answer those in which customer visit the service facility in person.

multiple choice multiple answer


question the visible components of service operations are :-
correct answer service personnel , equipments , physical facilities
your answer service personnel , equipments , physical facilities

multiple choice multiple answer


question following are the service sectors :-
correct answer transportation. , tourism. , telephone & telegraph.
your answer transportation. , tourism.

match the following


question correct answer your answer

service distribution agreements independent franchising, licensing and financial services


independent franchising, licensing and financial services
example of purchasing space from another provider shopper's stop in a big shopping mall
shopper's stop in a big shopping mall

problems with intermediaries difficulty controlling quality and consistency across outlets
difficulty controlling quality and consistency across outlets

channel conflict occurs when service principal and intermediaries are too dependent service
principal and intermediaries are too dependent

multiple choice single answer


question services faces difficulties in :-
correct answer displaying
your answer fabricating

multiple choice multiple answer


question front end planning involves :-
correct answer business strategy development. , idea generation. , business analysis.
your answer business strategy development. , idea generation. , business analysis.

multiple choice multiple answer


question through brand building mechanism, following are built :-
correct answer brand awareness , confidence , brand equity
your answer brand awareness , brand equity

multiple choice single answer


question it links resource expenses to the variety and complexity of products produced :-
correct answer abc
your answer abc

true/false
question servuction model used to illustrate the factors that influence the service
experience are visible & invisible to customers.
correct answer true
your answer true

true/false
question product planners need to include three components in the design of the service
offering.
correct answer true
your answer true

multiple choice multiple answer


question various media options available to a service marketer are:-
correct answer magazines , flyers , radio
your answer magazines , flyers , radio

true/false
question the pricing of services is difficult.
correct answer true
your answer false

select the blank


question many ________ also sell insurance products and collect commission but are not
normally involved in handling claims.
correct answer banks
your answer banks

multiple choice multiple answer


question reasons for growth of service industry are as follows :-
correct answer increase in per capita income. , more leisure time. , increase in health
awareness.
your answer increase in per capita income. , more leisure time. , increase in health
awareness.

select the blank


question increased service delivery during peak periods is ________ service intensifiers.
correct answer transitory
your answer reliable

multiple choice single answer


question for services its quality depends on :-
correct answer consumer's perception
your answer consumer's perception

select the blank


question market research used to determine ________ of derived service expectations &
their requirements.
correct answer sources
your answer reliability

multiple choice multiple answer


question radio & television broadcasting is a service industry because :-
correct answer it can not be touched. , it can not be stored. , it can not be readily
displayed.
your answer it can not be touched. , it can not be stored. , it can not be readily displayed.

true/false
question for a retailer, brand is a means and not a necessity.
correct answer true
your answer true

multiple choice single answer


question strategies for enabling service promises are often referred to as :-
correct answer internal marketing
your answer internal marketing
multiple choice single answer
question a legally protected brand name or brand mark is called :-
correct answer trademark
your answer trademark

select the blank


question performance of services is ________.
correct answer intangible.
your answer intangible.

select the blank


question neither ________ service nor its supplementary elements are delivered
continuously throughout the duration of service performance.
correct answer core
your answer core

true/false
question the vandals resort to physical abuse or damage of property.
correct answer true
your answer true

multiple choice single answer


question goods can be :-
correct answer standardized.
your answer standardized.

select the blank


question in case of services ________ can not be separated from consumption.
correct answer production.
your answer selling.

multiple choice single answer


question the molecular model is developed by :-
correct answer lynn shostack.
your answer lynn shostack.

select the blank


question the problem with umbrella brand strategy stems from the failure to appreciate its
________.
correct answer demand
your answer demand

true/false
question the firm do not collects & documents complaints from customers.
correct answer false
your answer false
true/false
question re-engineering is one of the most difficult strategies to implement in organisations
that are traditional.
correct answer true
your answer true

match the following


question correct answer your answer

television broadcasting. channel 7. channel 7.

railroad transportation. konkan railway. konkan railway.

education services. indian institute of management. indian institute of management.

retail trade. food world. food world.

multiple choice single answer


question services are :-
correct answer not tangible
your answer not tangible

true/false
question profound customer knowledge is essential to building winning brands
correct answer true
your answer true

select the blank


question in case of services whose technical quality can not correctly evaluated ________
used as signal of quality.
correct answer courtesy
your answer credibility

multiple choice single answer


question use of multisite location is used to provide services in case of :-
correct answer bank atms.
your answer bank atms.

multiple choice single answer


question services :-
correct answer can not inventoried.
your answer can not inventoried.

select the blank


question the value of a brand depreciates if there are no inflows in the form of value
________.
correct answer addition
your answer addition

multiple choice multiple answer


question basic theme of strategies required for delivering service as per standard are:-
correct answer hire the right people , provide the needed support system , retain the
best people
your answer hire the right people , provide the needed support system , retain the best people

select the blank


question ________ is the focal point around which an organisation defines how it will
uniquely deliver value to the customer for a point.
correct answer brand
your answer brand

true/false
question services are intangibles.
correct answer true
your answer true

multiple choice multiple answer


question advantages of umbrella brand are:
correct answer capitalisation on one single name , economies of scale on an
international level
your answer capitalisation on one single name , economies of scale on an international level

multiple choice multiple answer


question strategies used to implement a culture of internal service quality are:-
correct answer internal service guarantees , internal customer service audits
your answer internal service guarantees , internal customer service audits

multiple choice single answer


question when companies enter the new markets using the name of one of their existing
brands rather than using a new brand name, this is called :-
correct answer brand extension
your answer brand extension

multiple choice multiple answer


question internal brand culture is composed of:-
correct answer language used , beliefs and attitudes of staff , organisational structure
your answer beliefs and attitudes of staff , organisational structure

multiple choice single answer


question the effectiveness of the service can be judged on the basis of its :-
correct answer outcome.
your answer outcome.
list of attempted questions and answers

multiple choice multiple answer


question types of competition based pricing are:-
correct answer price leadership , negotiation
your answer price leadership , negotiation

true/false
question a strong company name attached to a new product, transfers positive association
and provides confidence and incentive to trial.
correct answer true
your answer true

multiple choice single answer


question high contact services tend to be :-
correct answer those in which customer visit the service facility in person.
your answer those in which customer visit the service facility in person.

multiple choice multiple answer


question the visible components of service operations are :-
correct answer service personnel , equipments , physical facilities
your answer service personnel , equipments , physical facilities

multiple choice multiple answer


question following are the service sectors :-
correct answer transportation. , tourism. , telephone & telegraph.
your answer transportation. , tourism.

match the following


question correct answer your answer

service distribution agreements independent franchising, licensing and financial services


independent franchising, licensing and financial services

example of purchasing space from another provider shopper's stop in a big shopping mall
shopper's stop in a big shopping mall

problems with intermediaries difficulty controlling quality and consistency across outlets
difficulty controlling quality and consistency across outlets

channel conflict occurs when service principal and intermediaries are too dependent service
principal and intermediaries are too dependent

multiple choice single answer


question services faces difficulties in :-
correct answer displaying
your answer fabricating
multiple choice multiple answer
question front end planning involves :-
correct answer business strategy development. , idea generation. , business analysis.
your answer business strategy development. , idea generation. , business analysis.

multiple choice multiple answer


question through brand building mechanism, following are built :-
correct answer brand awareness , confidence , brand equity
your answer brand awareness , brand equity

multiple choice single answer


question it links resource expenses to the variety and complexity of products produced :-
correct answer abc
your answer abc

true/false
question servuction model used to illustrate the factors that influence the service
experience are visible & invisible to customers.
correct answer true
your answer true

true/false
question product planners need to include three components in the design of the service
offering.
correct answer true
your answer true

multiple choice multiple answer


question various media options available to a service marketer are:-
correct answer magazines , flyers , radio
your answer magazines , flyers , radio

true/false
question the pricing of services is difficult.
correct answer true
your answer false

select the blank


question many ________ also sell insurance products and collect commission but are not
normally involved in handling claims.
correct answer banks
your answer banks

multiple choice multiple answer


question reasons for growth of service industry are as follows :-
correct answer increase in per capita income. , more leisure time. , increase in health
awareness.
your answer increase in per capita income. , more leisure time. , increase in health
awareness.

select the blank


question increased service delivery during peak periods is ________ service intensifiers.
correct answer transitory
your answer reliable

multiple choice single answer


question for services its quality depends on :-
correct answer consumer's perception
your answer consumer's perception

select the blank


question market research used to determine ________ of derived service expectations &
their requirements.
correct answer sources
your answer reliability

multiple choice multiple answer


question radio & television broadcasting is a service industry because :-
correct answer it can not be touched. , it can not be stored. , it can not be readily
displayed.
your answer it can not be touched. , it can not be stored. , it can not be readily displayed.

true/false
question for a retailer, brand is a means and not a necessity.
correct answer true
your answer true

multiple choice single answer


question strategies for enabling service promises are often referred to as :-
correct answer internal marketing
your answer internal marketing

multiple choice single answer


question a legally protected brand name or brand mark is called :-
correct answer trademark
your answer trademark

select the blank


question performance of services is ________.
correct answer intangible.
your answer intangible.

select the blank


question neither ________ service nor its supplementary elements are delivered
continuously throughout the duration of service performance.
correct answer core
your answer core

true/false
question the vandals resort to physical abuse or damage of property.
correct answer true
your answer true

multiple choice single answer


question goods can be :-
correct answer standardized.
your answer standardized.

select the blank


question in case of services ________ can not be separated from consumption.
correct answer production.
your answer selling.

multiple choice single answer


question the molecular model is developed by :-
correct answer lynn shostack.
your answer lynn shostack.

select the blank


question the problem with umbrella brand strategy stems from the failure to appreciate its
________.
correct answer demand
your answer demand

true/false
question the firm do not collects & documents complaints from customers.
correct answer false
your answer false

true/false
question re-engineering is one of the most difficult strategies to implement in organisations
that are traditional.
correct answer true
your answer true

match the following


question correct answer your answer

television broadcasting. channel 7. channel 7.

railroad transportation. konkan railway. konkan railway.


education services. indian institute of management. indian institute of management.

retail trade. food world. food world.

multiple choice single answer


question services are :-
correct answer not tangible
your answer not tangible

true/false
question profound customer knowledge is essential to building winning brands
correct answer true
your answer true

select the blank


question in case of services whose technical quality can not correctly evaluated ________
used as signal of quality.
correct answer courtesy
your answer credibility

multiple choice single answer


question use of multisite location is used to provide services in case of :-
correct answer bank atms.
your answer bank atms.

multiple choice single answer


question services :-
correct answer can not inventoried.
your answer can not inventoried.

select the blank


question the value of a brand depreciates if there are no inflows in the form of value
________.
correct answer addition
your answer addition

multiple choice multiple answer


question basic theme of strategies required for delivering service as per standard are:-
correct answer hire the right people , provide the needed support system , retain the
best people
your answer hire the right people , provide the needed support system , retain the best people

select the blank


question ________ is the focal point around which an organisation defines how it will
uniquely deliver value to the customer for a point.
correct answer brand
your answer brand

true/false
question services are intangibles.
correct answer true
your answer true

multiple choice multiple answer


question advantages of umbrella brand are:
correct answer capitalisation on one single name , economies of scale on an
international level
your answer capitalisation on one single name , economies of scale on an international level

multiple choice multiple answer


question strategies used to implement a culture of internal service quality are:-
correct answer internal service guarantees , internal customer service audits
your answer internal service guarantees , internal customer service audits

multiple choice single answer


question when companies enter the new markets using the name of one of their existing
brands rather than using a new brand name, this is called :-
correct answer brand extension
your answer brand extension

multiple choice multiple answer


question internal brand culture is composed of:-
correct answer language used , beliefs and attitudes of staff , organisational structure
your answer beliefs and attitudes of staff , organisational structure

multiple choice single answer


question the effectiveness of the service can be judged on the basis of its :-
correct answer outcome.
your answer outcome.

list of attempted questions and answers

select the blank


question service industries who follow traditional practices, service personnel are the
________ on the corporate ladder.
correct answer lowest
your answer lowest

multiple choice single answer


question when customer interacts with the service company :-
correct answer a service encounter said to have occurred.
your answer a service encounter said to have occurred.
multiple choice multiple answer
question stores add value to the product by following features:-
correct answer free home delivery , gift wrapping , customised advice
your answer free home delivery , gift wrapping , customised advice

multiple choice single answer


question the zone of tolerance is a :-
correct answer window of customer service level
your answer non customer service level

multiple choice single answer


question it is a measure of brand's reliability of its future earnings :-
correct answer strength
your answer strength

multiple choice single answer


question these messages often include promises about the benefits that customers will
receive and the quality of service delivery :-
correct answer communication
your answer communication

multiple choice multiple answer


question communication dimension of service quality includes :-
correct answer listening to customers. , keeping them informed. , simple language to be
used.
your answer listening to customers. , keeping them informed. , simple language to be used.

multiple choice single answer


question in this brand strategy the brand communicates in a generic manner by
developing its unique brand concept :-
correct answer range brand strategy
your answer range brand strategy

multiple choice multiple answer


question reasons for customers to buy from virtual stores are :-
correct answer convenience , broad selection , better prices
your answer convenience , broad selection , better prices

select the blank


question while purchasing a service, perceived benefits are weighed against the perceived
________.
correct answer costs
your answer costs

multiple choice multiple answer


question the three overlapping subsystems are :-
correct answer service operations , service delivery , service marketing
your answer service operations , service delivery , service marketing

select the blank


question ________ means the set of values feeding the brand's inspiration.
correct answer culture
your answer culture

select the blank


question the service offer should first marketed ________ & then service process in action
is observed before it introduced to external market.
correct answer internally
your answer internally

multiple choice multiple answer


question following are possessing processing services directed at physical posessions :-
correct answer freight transportation. , repair & maintenance. , warehousing / storage.
your answer freight transportation. , repair & maintenance. , warehousing / storage.

multiple choice multiple answer


question advantages of umbrella brand are:
correct answer capitalisation on one single name , economies of scale on an
international level
your answer capitalisation on one single name , economies of scale on an international level

multiple choice single answer


question it is the outward expression of the brand's inner substance :-
correct answer brand message
your answer brand message

select the blank


question the strategy used to reduce fluctuations in demand is to implement ________.
correct answer reservation system.
your answer reservation system.

match the following


question correct answer your answer

issue of airline miles in return for a purchase couponing couponing

face to face communication personal selling personal selling

fund raising, recognition and reward programs public relations advertising

samples, coupons, gifts etc sales promotion sales promotion

select the blank


question ________ are the customers who tell others not to buy the brand from the
company.
correct answer terrorists
your answer terrorists

multiple choice multiple answer


question the main don'ts kept in mind in face to face contacts with customers are :-
correct answer blame the colleagues , show favoritism , promise what you can not
perform
your answer blame the colleagues , show favoritism , promise what you can not perform

multiple choice single answer


question during which stage of 'innovation adoption' model, customers need to be
stimulated to seek information about the brand's uses and features?
correct answer interest
your answer evaluation

multiple choice multiple answer


question the visible components of service operations are :-
correct answer service personnel , equipments , physical facilities
your answer service personnel , equipments , physical facilities

true/false
question servuction model used to illustrate the factors that influence the service
experience are visible & invisible to customers.
correct answer true
your answer true

true/false
question levels of customer contact is used as variable in services classification.
correct answer true
your answer true

multiple choice single answer


question it implies that employees will pay attention, listen, adapt and be flexible in
delivering what customers need :-
correct answer empathy
your answer responsiveness

multiple choice single answer


question it is a way to expand delivery of an effective service concept to multiple sites
without the level of investment capital :-
correct answer franchising
your answer franchising

multiple choice single answer


question service encounter may takes place between customers and :-
correct answer service employees.
your answer service employees.

match the following


question correct answer your answer

service operation service personnel & physical facilities. service personnel & physical
facilities.

servuction model visible & invisible factors visible & invisible factors

fedex corporation all the sides of a triangle well aligned. all the sides of a triangle well
aligned.

the inanimate environment all the non living features of service encounter. all the non living
features of service encounter.

true/false
question advertising and public relations can be effective in encouraging evaluation and
trial.
correct answer false
your answer true

select the blank


question increased service delivery during peak periods is ________ service intensifiers.
correct answer transitory
your answer transitory

select the blank


question performance of services is ________.
correct answer intangible.
your answer intangible.

select the blank


question time, fatigue, negative feelings etc are the ________ costs of service.
correct answer non-financial
your answer non-financial

true/false
question the business strategy in a production line organisation is one of differentiation
and customisation.
correct answer false
your answer false

true/false
question the corporate culture must reinforce the brand essence, promise and personality.
correct answer true
your answer true
true/false
question service industry is a zero growth industry.
correct answer false
your answer false

select the blank


question when customers evaluate competing service, they are comparing the relative
________ value.
correct answer net
your answer net

true/false
question when decisions regarding customer satisfaction are left to the discretion of
employees, there may be inconsistency in the level of service delivered.
correct answer true
your answer true

true/false
question front office automation has also revolutionised the sales function.
correct answer true
your answer true

multiple choice single answer


question consumer judges the quality of services on the basis of :-
correct answer outcome was delivered.
your answer outcome was delivered.

multiple choice multiple answer


question service expectation meetings & reviews techniques of service quality research is
made up of :-
correct answer asking clients what they expect , enquiring the particular aspects of
service , requesting client to provide ranking as per his requirements
your answer asking clients what they expect , enquiring the particular aspects of service ,
requesting client to provide ranking as per his requirements

true/false
question for a retailer, brand is a means and not a necessity.
correct answer true
your answer true

true/false
question reflecting the customer as he or she is the target.
correct answer false
your answer true

true/false
question well dressed individuals are perceived as more intelligent, better workers and
more pleasant to engage in interactions.
correct answer true
your answer true

true/false
question growth in service sector is due to launch of new products.
correct answer true
your answer false

multiple choice multiple answer


question what are the internal facets of brand identity prism?
correct answer personality , culture , self image
your answer personality , culture , self image

multiple choice multiple answer


question blue prints are particularly useful at which stages of service development?
correct answer design , redesign
your answer design , redesign

multiple choice multiple answer


question mental stimulus processing services directed at people's minds are :-
correct answer psychotherapy. , music concerts. , education.
your answer psychotherapy. , music concerts. , education.

multiple choice multiple answer


question what are the social facets of brand identity prism?
correct answer physique , relationship , reflection
your answer physique , relationship , reflection

true/false
question appearance of personnel and facilities often have a direct impact on how
consumers perceive that the firm will handle the service aspects of its business.
correct answer true
your answer true

multiple choice multiple answer


question countries who are members of super brand are:-
correct answer india , hong kong , australia
your answer india , hong kong , australia

multiple choice single answer


question services are :-
correct answer not tangible
your answer not tangible

multiple choice multiple answer


question the various sources of mass media are :-
correct answer radio , television , newspapers and magazines
your answer radio , television , newspapers and magazines

multiple choice multiple answer


question following are the people processing services directed at people's bodies :-
correct answer health care. , lodging. , barbers.
your answer health care. , lodging. , barbers.

multiple choice single answer


question the number of interlinked groups that work together in service marketing triangle
are :-
correct answer three
your answer three

select the blank


question the ________ model used to illustrate the factors that influence the service
experience.
correct answer servuction
your answer servuction

multiple choice multiple answer


question the fluctuating demand of services can be overcome by :-
correct answer peak load pricing , motivating non peak consumption , in house
alternative services
your answer peak load pricing , motivating non peak consumption , in house alternative
services

select the blank


question ________ can be effective in generating awareness and interest.
correct answer advertising
your answer selling

true/false
question the benefit from source brand strategy lies in its ability to provide a two tiered
sense of difference and depth.
correct answer true
your answer true

multiple choice single answer


question the level of service the customers hope to receive the level of performance
wished for is called as :-
correct answer desired service
your answer desired service

true/false
question servuction model used to illustrate the factors that influence the service
experience are visible & invisible to customers.
correct answer true
your answer true

multiple choice single answer


question for services its quality depends on :-
correct answer consumer's perception
your answer consumer's perception

select the blank


question exhibiting admirable human qualities is especially important for brands during
________.
correct answer crisis
your answer crisis

multiple choice single answer


question in this brand strategy the brand communicates in a generic manner by
developing its unique brand concept :-
correct answer range brand strategy
your answer range brand strategy

multiple choice multiple answer


question the sources of customer expectations consists of :-
correct answer sales promises. , pricing. , advertising.
your answer pricing. , advertising. , sales promises.

multiple choice single answer


question goods can be :-
correct answer standardized.
your answer standardized.

multiple choice multiple answer


question research objectives for services are as follows :-
correct answer to identify dissatisfied customers. , to monitor & track service
performance. , to forecast future expectations of customers.
your answer to identify dissatisfied customers. , to monitor & track service performance. , to
forecast future expectations of customers.

select the blank


question when customers evaluate competing service, they are comparing the relative
________ value.
correct answer net
your answer net

multiple choice single answer


question which brand strategy has the ability to provide a two tiered sense of difference
and depth?
correct answer source brand strategy
your answer source brand strategy
multiple choice multiple answer
question internal brand culture is composed of:-
correct answer language used , beliefs and attitudes of staff , organisational structure
your answer language used , beliefs and attitudes of staff , organisational structure

select the blank


question added value, brand identity and an effective product, these three characteristics
are ________ in nature.
correct answer multiplicative
your answer multiplicative

multiple choice single answer


question the difference between the two levels of expectations is called as :-
correct answer the zone of tolerance
your answer the zone of tolerance

true/false
question internal procedures must support quality service performance.
correct answer true
your answer true

multiple choice single answer


question the service marketing triangle have evolved by :-
correct answer mary jo bitner
your answer mary jo bitner

select the blank


question ________ help us in achieving our mission and vision.
correct answer values
your answer values

true/false
question the interbrand approach measures the consumer's perception of the brand which
is critical for marketing decision making.
correct answer false
your answer false

select the blank


question ________ means the set of values feeding the brand's inspiration.
correct answer culture
your answer culture

match the following


question correct answer your answer

usp unique selling proposition unique selling proposition


extraneous factor fantasised identity fantasised identity

brand signals sponsoring, patronage sponsoring, patronage

relationship aspect banks and services banks and services

true/false
question brand stature is a combination of esteem and knowledge.
correct answer true
your answer true

multiple choice single answer


question it is a measure of brand's reliability of its future earnings :-
correct answer strength
your answer strength

true/false
question empathy is non ability to provide caring individualized attention the firm provides
its customers.
correct answer false
your answer false

multiple choice single answer


question it is a set of tasks that combine to compose the processes needed to create and
deliver the service :-
correct answer activity
your answer activity

true/false
question a strong company name attached to a new product, transfers positive association
and provides confidence and incentive to trial.
correct answer true
your answer true

select the blank


question ________ helps usage extension.
correct answer co-branding
your answer brand extension

select the blank


question a service firm can also expand its supply of a service through use of ________.
correct answer third parties.
your answer third parties.

multiple choice single answer


question eventually a firm goes out of business because it :-
correct answer can't do a decent job on the core elements.
your answer can't do a decent job on the core elements.

select the blank


question a multi brand portfolio is required when each brand has its own ________.
correct answer territory
your answer territory

multiple choice single answer


question numerous forms of communication, collectively referred as the marketing :-
correct answer communication mix
your answer communication mix

true/false
question service pricing strategies are often unsuccessful.
correct answer true
your answer true

match the following


question correct answer your answer

the inanimate environment all the non living features of service encounter. all the non living
features of service encounter.

service operation service personnel & physical facilities. service personnel & physical
facilities.

servuction model visible & invisible factors visible & invisible factors

fedex corporation all the sides of a triangle well aligned. all the sides of a triangle well
aligned.

multiple choice single answer


question services :-
correct answer can not inventoried.
your answer can not inventoried.

multiple choice multiple answer


question stores add value to the product by following features:-
correct answer free home delivery , gift wrapping , customised advice
your answer free home delivery , gift wrapping , customised advice

true/false
question stimulus response approach and formula approach takes into consideration
customer questions and individual customer needs.
correct answer false
your answer false
multiple choice multiple answer
question three horizontal lines of the service blue print are:-
correct answer line of internal interaction , line of interaction , line of visibility
your answer line of internal interaction , line of interaction , line of visibility

multiple choice multiple answer


question advantages of endorsing brand strategy are:-
correct answer greater freedom of movement , least expensive way of giving substance
to the company name , responsible for the guarantee
your answer greater freedom of movement , least expensive way of giving substance to the
company name , responsible for the guarantee

list of attempted questions and answers

true/false
question reflection provides a model with which to identify.
correct answer true
your answer true

select the blank


question in case of services ________ can not be separated from consumption.
correct answer production.
your answer selling.

true/false
question two major dimensions of y & r model are: leadership and stability.
correct answer false
your answer true

select the blank


question the loss of quality control may also be accompanied by the ________ over
operating costs.
correct answer loss of control
your answer loss of revenue

match the following


question correct answer your answer

service distribution agreements independent franchising, licensing and financial services


independent franchising, licensing and financial services

example of purchasing space from another provider shopper's stop in a big shopping mall
shopper's stop in a big shopping mall

problems with intermediaries difficulty controlling quality and consistency across outlets
difficulty controlling quality and consistency across outlets

channel conflict occurs when service principal and intermediaries are too dependent service
principal and intermediaries are too dependent

multiple choice single answer


question for services its quality depends on :-
correct answer consumer's perception
your answer consumer's perception

multiple choice multiple answer


question service skills and interactive training is required for:-
correct answer supporting the staff , front line employee , managers
your answer supporting the staff , front line employee , managers

multiple choice single answer


question goods can be :-
correct answer standardized.
your answer simultaneously produced & consumed.

multiple choice single answer


question strategies for enabling service promises are often referred to as :-
correct answer internal marketing
your answer vertical marketing

select the blank


question ________ is both the brand's backbone and its tangible added value.
correct answer physique
your answer physique

multiple choice single answer


question high contact services tend to be :-
correct answer those in which customer visit the service facility in person.
your answer those in which customer visit the service facility in person.

select the blank


question sometimes employees can give ________ service spontaneously.
correct answer extra
your answer extra

multiple choice multiple answer


question the main do's kept in mind in face to face contacts with customers are :-
correct answer smile , look into customer's eye , listening
your answer smile , look into customer's eye , listening

multiple choice multiple answer


question following are the service sectors :-
correct answer transportation. , tourism. , telephone & telegraph.
your answer tourism. , telephone & telegraph.
select the blank
question increase in service industry is due ________.
correct answer to resource scarcity.
your answer to resource scarcity.

multiple choice single answer


question it creates a relationship and a strong bond with the customer that grows over
time :-
correct answer brand equity
your answer brand loyalty

multiple choice single answer


question services are :-
correct answer not tangible
your answer not tangible

select the blank


question the problem with umbrella brand strategy stems from the failure to appreciate its
________.
correct answer demand
your answer quality

multiple choice multiple answer


question reasons for growth of service industry are as follows :-
correct answer increase in per capita income. , more leisure time. , increase in health
awareness.
your answer increase in per capita income. , increase in health awareness.

true/false
question for services all three marketing activities represented by the sides of triangle are
critical to success.
correct answer true
your answer true

multiple choice multiple answer


question following are the examples of style changes :-
correct answer repainting retail branches. , vehicles in new colour schemes. , outfitting
service employees in new uniforms.
your answer repainting retail branches. , vehicles in new colour schemes. , outfitting service
employees in new uniforms.

multiple choice multiple answer


question the challenge in many service settings is to design the physical space and
evidence so that it can simultaneously support the needs and preferences of :
correct answer customer , employees
your answer manufacturer , customer
multiple choice multiple answer
question following are the people processing services directed at people's bodies :-
correct answer health care. , lodging. , barbers.
your answer health care. , lodging. , barbers.

multiple choice multiple answer


question radio & television broadcasting is a service industry because :-
correct answer it can not be touched. , it can not be stored. , it can not be readily
displayed.
your answer it can not be touched. , it can not be readily displayed.

multiple choice single answer


question the effectiveness of the service can be judged on the basis of its :-
correct answer outcome.
your answer outcome.

multiple choice single answer


question the solution to inseparability problem is :-
correct answer selecting and training public contact personnel.
your answer selecting and training public contact personnel.

select the blank


question the ________ has made world wide brand building easier.
correct answer internet
your answer internet

multiple choice single answer


question jan carlzon the former ceo of sas made his firm from operation driven to :-
correct answer customer driven airline.
your answer marketing driven airline.

select the blank


question customer ________ is essential to building winning brands.
correct answer knowledge
your answer involvement

true/false
question product planners need to include three components in the design of the service
offering.
correct answer true
your answer true

select the blank


question ________ is the focal point around which an organisation defines how it will
uniquely deliver value to the customer for a point.
correct answer brand
your answer marketing
true/false
question responsiveness does refers to non willingness to help customers.
correct answer false
your answer false

true/false
question relationship research does not involve comprehensive approach on all aspects of
customers relationship with the service.
correct answer false
your answer false

true/false
question a complex service might be introduced without any formal objective depiction of
the process.
correct answer true
your answer false

true/false
question there is an ambiguity between the roles of the principal and its intermediaries
when 'empowerment' is the chosen strategy.
correct answer true
your answer true

multiple choice multiple answer


question value of a brand is a function of which two factors?
correct answer earnings , strength
your answer strength , relevance

multiple choice multiple answer


question through brand building mechanism, following are built :-
correct answer brand awareness , confidence , brand equity
your answer brand awareness , brand equity

multiple choice single answer


question the main solution to intangibility of service is :-
correct answer creating a strong brand image of an organization.
your answer personal contact.

true/false
question horizontal extension of a brand is less of a handicap than vertical extension by
which brands try to cover all levels of quality and status.
correct answer true
your answer true

select the blank


question the ________ elements forms service delivery system.
correct answer visible
your answer known

select the blank


question the extensive use of physical evidence varies by the ________.
correct answer service type
your answer service type

match the following


question correct answer your answer

access does the airline have 24 hour toll free phone number? does the airline have 24 hour
toll free phone number?

customer gap focus of the gap model focus of the gap model

credibility does hospital have a good reputation? does hospital have a good reputation?

security is it safe to use the banks atms at night? is it safe to use the banks atms at night?

multiple choice single answer


question services :-
correct answer can not inventoried.
your answer can be displayed.

multiple choice single answer


question marketers should understand that zone of tolerance can even fluctuate within the
same person depends upon :-
correct answer the situation
your answer the situation

multiple choice single answer


question lack of patent protection is applicable for :-
correct answer services
your answer services

multiple choice single answer


question it describes a product or an item that is actually a brand name but has now
become a part of our standard vocabulary
correct answer generic name
your answer logo

multiple choice single answer


question perishability of services referred to be that they :-
correct answer can not be saved.
your answer can be stored.
list of attempted questions and answers

multiple choice multiple answer


question what are the visible and external facets of brand identity prism?
correct answer physique , relationship , reflection
your answer reflection , physique , relationship

multiple choice single answer


question it is today a leading edge indicator of profitability and market share tomorrow :-
correct answer relevant differentiation
your answer relevant differentiation

multiple choice single answer


question it provides the same identifying function for services that a trademark provides for
goods :-
correct answer service mark
your answer generic name

true/false
question promotions reduce the risk of first time purchase for customers and encourages
trial.
correct answer true
your answer true

true/false
question the corporate culture must reinforce the brand essence, promise and personality.
correct answer true
your answer true

select the blank


question the purpose of ________ is to project a positive and consistent image to the
public.
correct answer socialisation
your answer designing

multiple choice single answer


question the new retailing models provides information based benefits such as :-
correct answer greater customization.
your answer greater customization.

select the blank


question the service offer should first marketed ________ & then service process in action
is observed before it introduced to external market.
correct answer internally
your answer internally
multiple choice single answer
question it is a way to expand delivery of an effective service concept to multiple sites
without the level of investment capital :-
correct answer franchising
your answer e-commerce

select the blank


question the customers can be ________ to address their needs.
correct answer educated
your answer educated

match the following


question correct answer your answer

brand words, symbol, concept, object words, symbol, concept, object

philips umbrella brand policy umbrella brand policy

ariel procter and gamble procter and gamble

food, cosmetics sector range brand policy line brand policy

multiple choice single answer


question it is used to help decisions on where to locate super markets relative to
prospective customer's homes and work place :-
correct answer retail gravity model
your answer retail gravity model

multiple choice multiple answer


question blue prints are particularly useful at which stages of service development?
correct answer design , redesign
your answer design , production

true/false
question customers who are attracted by cut-price offers cannot easily be enticed away by
another offer from a competitor.
correct answer false
your answer false

true/false
question levels of customer contact is used as variable in services classification.
correct answer true
your answer true

multiple choice multiple answer


question reasons for customers to buy from virtual stores are :-
correct answer convenience , broad selection , better prices
your answer convenience , broad selection , better prices
true/false
question profound customer knowledge is essential to building winning brands
correct answer true
your answer true

multiple choice multiple answer


question stores add value to the product by following features:-
correct answer free home delivery , gift wrapping , customised advice
your answer free home delivery , gift wrapping , customised advice

select the blank


question channel ________ can occur between service provider and service intermediary.
correct answer conflict
your answer conflict

select the blank


question the ________ of the brand is always stronger than its extensions.
correct answer core
your answer core

multiple choice multiple answer


question reasons for extending a brand are:-
correct answer innovation , adds to image , to defend a brand at risk
your answer innovation , adds to image , to defend a brand at risk

select the blank


question the loss of quality control may also be accompanied by the ________ over
operating costs.
correct answer loss of control
your answer loss of control

multiple choice single answer


question service encounter may takes place between customers and :-
correct answer service employees.
your answer service employees.

true/false
question control can have negative ramifications within intermediaries.
correct answer true
your answer true

select the blank


question ________ is usually specific to a time period, price or customer group.
correct answer sales promotion
your answer sales promotion
multiple choice single answer
question it promises a relevant, differentiated purchase motivating benefit to the target
customer :-
correct answer strong brand
your answer competitor's brand

multiple choice single answer


question numerous forms of communication, collectively referred as the marketing :-
correct answer communication mix
your answer promotion mix

multiple choice single answer


question it is a measure of brand's reliability of its future earnings :-
correct answer strength
your answer leadership

true/false
question services are not patentable.
correct answer true
your answer true

select the blank


question time, fatigue, negative feelings etc are the ________ costs of service.
correct answer non-financial
your answer psychological

multiple choice multiple answer


question brand equity is related to which categories of customers?
correct answer satisfied customer. would incur cost for brand change , customer values
brand and sees it as friend , customer devoted to the brand
your answer customer values brand and sees it as friend , customer devoted to the brand

select the blank


question the ________ as a supply strategy used to assist during peak demand periods.
correct answer part time employees
your answer part time employees

multiple choice single answer


question it survives because it exceeds customer expectations :-
correct answer brand
your answer brand

multiple choice single answer


question these messages often include promises about the benefits that customers will
receive and the quality of service delivery :-
correct answer communication
your answer communication
true/false
question market value method is used when valuing your own brand image for inclusion in
the balance sheet.
correct answer false
your answer false

true/false
question the business strategy in a production line organisation is one of differentiation
and customisation.
correct answer false
your answer true

multiple choice single answer


question selling goods and services through the internet is called :-
correct answer e-commerce
your answer e-commerce

multiple choice single answer


question consumer judges the quality of services on the basis of :-
correct answer outcome was delivered.
your answer outcome was delivered.

multiple choice multiple answer


question various media options available to a service marketer are:-
correct answer magazines , flyers , radio
your answer magazines , flyers , radio

multiple choice multiple answer


question the basic criteria for an effective service research programme includes :-
correct answer qualitative & quantitative research. , expectations & perceptions of
customers. , occurs with appropriate frequency.
your answer qualitative & quantitative research. , expectations & perceptions of customers.

multiple choice multiple answer


question ways to achieve emotional connection towards a brand are:-
correct answer advertising , quality of front line customers , company sponsors
consumer events
your answer advertising , sales promotion , company sponsors consumer events

multiple choice multiple answer


question inseparability of services are described and interpreted differently by different
workers due to :-
correct answer as they require customer participation in production process. ,
performance can not be separated from performers. , person/ equipment can not be separated/
stored.
your answer as they require customer participation in production process. , performance can
not be separated from performers.
select the blank
question the ________ has a direct impact on the type of service desired and the length of
service.
correct answer customer
your answer delivery

match the following


question correct answer your answer

speed and delivery of services is a issue due to heterogeneity nature. heterogeneity nature.

standardization possible solution to heterogeneity of services. possible solution to


heterogeneity of services.

consumer management.possible solution to inseparability of services. possible solution to


inseparability of services.

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

multiple choice single answer


question when the delivery of core product is outsourced to an intermediary, it is called :-
correct answer franchising
your answer pedestrian counts

multiple choice multiple answer


question through brand building mechanism, following are built :-
correct answer brand awareness , confidence , brand equity
your answer brand awareness , confidence , brand equity

list of attempted questions and answers

multiple choice multiple answer


question types of competition based pricing are:-
correct answer price leadership , negotiation
your answer price leadership , negotiation

true/false
question a strong company name attached to a new product, transfers positive association
and provides confidence and incentive to trial.
correct answer true
your answer true

multiple choice single answer


question high contact services tend to be :-
correct answer those in which customer visit the service facility in person.
your answer those in which customer visit the service facility in person.

multiple choice multiple answer


question the visible components of service operations are :-
correct answer service personnel , equipments , physical facilities
your answer service personnel , equipments , physical facilities

multiple choice multiple answer


question following are the service sectors :-
correct answer transportation. , tourism. , telephone & telegraph.
your answer transportation. , tourism.

match the following


question correct answer your answer

service distribution agreements independent franchising, licensing and financial services


independent franchising, licensing and financial services

example of purchasing space from another provider shopper's stop in a big shopping mall
shopper's stop in a big shopping mall

problems with intermediaries difficulty controlling quality and consistency across outlets
difficulty controlling quality and consistency across outlets

channel conflict occurs when service principal and intermediaries are too dependent service
principal and intermediaries are too dependent

multiple choice single answer


question services faces difficulties in :-
correct answer displaying
your answer fabricating

multiple choice multiple answer


question front end planning involves :-
correct answer business strategy development. , idea generation. , business analysis.
your answer business strategy development. , idea generation. , business analysis.

multiple choice multiple answer


question through brand building mechanism, following are built :-
correct answer brand awareness , confidence , brand equity
your answer brand awareness , brand equity

multiple choice single answer


question it links resource expenses to the variety and complexity of products produced :-
correct answer abc
your answer abc
true/false
question servuction model used to illustrate the factors that influence the service
experience are visible & invisible to customers.
correct answer true
your answer true

true/false
question product planners need to include three components in the design of the service
offering.
correct answer true
your answer true

multiple choice multiple answer


question various media options available to a service marketer are:-
correct answer magazines , flyers , radio
your answer magazines , flyers , radio

true/false
question the pricing of services is difficult.
correct answer true
your answer false

select the blank


question many ________ also sell insurance products and collect commission but are not
normally involved in handling claims.
correct answer banks
your answer banks

multiple choice multiple answer


question reasons for growth of service industry are as follows :-
correct answer increase in per capita income. , more leisure time. , increase in health
awareness.
your answer increase in per capita income. , more leisure time. , increase in health
awareness.

select the blank


question increased service delivery during peak periods is ________ service intensifiers.
correct answer transitory
your answer reliable

multiple choice single answer


question for services its quality depends on :-
correct answer consumer's perception
your answer consumer's perception

select the blank


question market research used to determine ________ of derived service expectations &
their requirements.
correct answer sources
your answer reliability

multiple choice multiple answer


question radio & television broadcasting is a service industry because :-
correct answer it can not be touched. , it can not be stored. , it can not be readily
displayed.
your answer it can not be touched. , it can not be stored. , it can not be readily displayed.

true/false
question for a retailer, brand is a means and not a necessity.
correct answer true
your answer true

multiple choice single answer


question strategies for enabling service promises are often referred to as :-
correct answer internal marketing
your answer internal marketing

multiple choice single answer


question a legally protected brand name or brand mark is called :-
correct answer trademark
your answer trademark

select the blank


question performance of services is ________.
correct answer intangible.
your answer intangible.

select the blank


question neither ________ service nor its supplementary elements are delivered
continuously throughout the duration of service performance.
correct answer core
your answer core

true/false
question the vandals resort to physical abuse or damage of property.
correct answer true
your answer true

multiple choice single answer


question goods can be :-
correct answer standardized.
your answer standardized.

select the blank


question in case of services ________ can not be separated from consumption.
correct answer production.
your answer selling.

multiple choice single answer


question the molecular model is developed by :-
correct answer lynn shostack.
your answer lynn shostack.

select the blank


question the problem with umbrella brand strategy stems from the failure to appreciate its
________.
correct answer demand
your answer demand

true/false
question the firm do not collects & documents complaints from customers.
correct answer false
your answer false

true/false
question re-engineering is one of the most difficult strategies to implement in organisations
that are traditional.
correct answer true
your answer true

match the following


question correct answer your answer

television broadcasting. channel 7. channel 7.

railroad transportation. konkan railway. konkan railway.

education services. indian institute of management. indian institute of management.

retail trade. food world. food world.

multiple choice single answer


question services are :-
correct answer not tangible
your answer not tangible

true/false
question profound customer knowledge is essential to building winning brands
correct answer true
your answer true
select the blank
question in case of services whose technical quality can not correctly evaluated ________
used as signal of quality.
correct answer courtesy
your answer credibility

multiple choice single answer


question use of multisite location is used to provide services in case of :-
correct answer bank atms.
your answer bank atms.

multiple choice single answer


question services :-
correct answer can not inventoried.
your answer can not inventoried.

select the blank


question the value of a brand depreciates if there are no inflows in the form of value
________.
correct answer addition
your answer addition

multiple choice multiple answer


question basic theme of strategies required for delivering service as per standard are:-
correct answer hire the right people , provide the needed support system , retain the
best people
your answer hire the right people , provide the needed support system , retain the best people

select the blank


question ________ is the focal point around which an organisation defines how it will
uniquely deliver value to the customer for a point.
correct answer brand
your answer brand

true/false
question services are intangibles.
correct answer true
your answer true

multiple choice multiple answer


question advantages of umbrella brand are:
correct answer capitalisation on one single name , economies of scale on an
international level
your answer capitalisation on one single name , economies of scale on an international level

multiple choice multiple answer


question strategies used to implement a culture of internal service quality are:-
correct answer internal service guarantees , internal customer service audits
your answer internal service guarantees , internal customer service audits

multiple choice single answer


question when companies enter the new markets using the name of one of their existing
brands rather than using a new brand name, this is called :-
correct answer brand extension
your answer brand extension

multiple choice multiple answer


question internal brand culture is composed of:-
correct answer language used , beliefs and attitudes of staff , organisational structure
your answer beliefs and attitudes of staff , organisational structure

multiple choice single answer


question the effectiveness of the service can be judged on the basis of its :-
correct answer outcome.
your answer outcome.

list of attempted questions and answers

multiple choice single answer


question it links resource expenses to the variety and complexity of products produced :-
correct answer abc
your answer abc

multiple choice multiple answer


question value of a brand is a function of which two factors?
correct answer earnings , strength
your answer earnings , strength

select the blank


question performance of services is ________.
correct answer intangible.
your answer intangible.

multiple choice single answer


question the skill and knowledge necessary to do the job is :-
correct answer service competencies
your answer service competencies

select the blank


question in case of services ________ can not be separated from consumption.
correct answer production.
your answer production.
true/false
question gap model is developed by zeithaml & bitner.
correct answer true
your answer true

select the blank


question service employees basically perform ________ functions.
correct answer marketing
your answer personnel

multiple choice single answer


question it is estimating the total financial value of the brand :-
correct answer brand valuation
your answer brand valuation

multiple choice single answer


question it is defined as the positive differential effect that knowing the brand name has on
customer response to the product or service :-
correct answer brand equity
your answer brand equity

multiple choice multiple answer


question emotional loyalty can be brought about in the following ways:-
correct answer personal relationship with the brand , user community
your answer personal relationship with the brand , user community

multiple choice multiple answer


question the challenge in many service settings is to design the physical space and
evidence so that it can simultaneously support the needs and preferences of :
correct answer customer , employees
your answer customer , employer , employees

multiple choice multiple answer


question following has brought changes in the way people now shop a days :-
correct answer computers , internet
your answer catalogues , internet , malls

true/false
question front office automation has also revolutionised the sales function.
correct answer true
your answer true

select the blank


question perishability refers to the service provider's inability to ________.
correct answer inventory services.
your answer inventory services.
multiple choice multiple answer
question interactive skills training in employees allows to develop what all qualities
towards customer?
correct answer empathetic , courteous , caring
your answer empathetic , courteous , caring

multiple choice single answer


question when technical quality of services can not be evaluated easily customers depend
on their :-
correct answer own cues.
your answer own perception.

multiple choice multiple answer


question front end planning involves :-
correct answer business strategy development. , idea generation. , business analysis.
your answer business strategy development. , idea generation. , business analysis.

match the following


question correct answer your answer

television broadcasting. channel 7. channel 7.

railroad transportation. konkan railway. konkan railway.

education services. indian institute of management. indian institute of management.

retail trade. food world. food world.

multiple choice single answer


question this brand strategy reinforces the selling price of the brand and creates a strong
brand image :-
correct answer line brand strategy
your answer line brand strategy

select the blank


question every service encounter has its share of ________ customers.
correct answer misbehaving
your answer misbehaving

multiple choice single answer


question it is a measure of brand's potential profitability :-
correct answer earnings
your answer earnings

select the blank


question the ________ model used to illustrate the factors that influence the service
experience.
correct answer servuction
your answer servuction

select the blank


question increase in service industry is due ________.
correct answer to resource scarcity.
your answer to resource scarcity.

multiple choice single answer


question marketers can have some control over their customer's impressions by :-
correct answer understanding cues.
your answer understanding cues.

true/false
question service industry is a zero growth industry.
correct answer false
your answer false

multiple choice single answer


question this approach is based on the assumption that all customers can be persuaded
by the same message :-
correct answer selling formula approach
your answer selling formula approach

match the following


question correct answer your answer

service distribution agreements independent franchising, licensing and financial services


independent franchising, licensing and financial services

example of purchasing space from another provider shopper's stop in a big shopping mall
shopper's stop in a big shopping mall

problems with intermediaries difficulty controlling quality and consistency across outlets
difficulty controlling quality and consistency across outlets

channel conflict occurs when service principal and intermediaries are too dependent service
principal and intermediaries are too dependent

select the blank


question brand ________ results from the concentrated efforts on a few brands.
correct answer extension
your answer loyalty

select the blank


question ________ is both the brand's backbone and its tangible added value.
correct answer physique
your answer physique
true/false
question stimulus response approach and formula approach takes into consideration
customer questions and individual customer needs.
correct answer false
your answer false

multiple choice multiple answer


question advantages of a range brand policy are:-
correct answer focuses on single brand image , creates brand capital , cost of launch is
low
your answer creates brand capital , cost of launch is low , focuses on single brand image

true/false
question services are deeds and efforts.
correct answer true
your answer false

select the blank


question in case of services whose technical quality can not correctly evaluated ________
used as signal of quality.
correct answer courtesy
your answer credibility

multiple choice multiple answer


question names of customer relationship building approaches are:-
correct answer financial benefits , structural ties , social benefits
your answer social benefits , cultural benefits

multiple choice multiple answer


question what are the internal facets of brand identity prism?
correct answer personality , culture , self image
your answer personality , culture , self image

multiple choice multiple answer


question following are possessing processing services directed at physical posessions :-
correct answer freight transportation. , repair & maintenance. , warehousing / storage.
your answer freight transportation. , repair & maintenance. , warehousing / storage.

select the blank


question nature of service quality is ________.
correct answer multi dimensional
your answer multi dimensional

select the blank


question the second objective of commercialization is to monitor ________ aspects of
service during complete service cycle.
correct answer all
your answer all

true/false
question a multi brand policy can stop any new competitor's entering a market.
correct answer true
your answer true

multiple choice single answer


question it is a set of tasks that combine to compose the processes needed to create and
deliver the service :-
correct answer activity
your answer activity

select the blank


question contact employee personifies the ________ in the customer's eye.
correct answer firm
your answer culture

true/false
question the interbrand approach measures the consumer's perception of the brand which
is critical for marketing decision making.
correct answer false
your answer false

multiple choice single answer


question the main solution to intangibility of service is :-
correct answer creating a strong brand image of an organization.
your answer creating a strong brand image of an organization.

multiple choice multiple answer


question advantages of a generalist approach are:-
correct answer maximises advertising synergy , customer loyalty , allows for existence of
two separate dealers
your answer maximises advertising synergy , customer loyalty

multiple choice single answer


question the services lacks of :-
correct answer service inventories.
your answer service inventories.

true/false
question service development, design & delivery are intricately intertwined, hence they
should not work together.
correct answer true
your answer false

multiple choice multiple answer


question following are the examples of style changes :-
correct answer repainting retail branches. , vehicles in new colour schemes. , outfitting
service employees in new uniforms.
your answer repainting retail branches. , vehicles in new colour schemes. , outfitting service
employees in new uniforms.

list of attempted questions and answers

select the blank


question there are ________ ways of testing the response to marketing mix variables.
correct answer alternative
your answer seven

match the following


question correct answer your answer

access does the airline have 24 hour toll free phone number? does the airline have 24 hour
toll free phone number?

customer gap focus of the gap model focus of the gap model

credibility does hospital have a good reputation? does hospital have a good reputation?

security is it safe to use the banks atms at night? is it safe to use the banks atms at night?

multiple choice single answer


question goods can be :-
correct answer standardized.
your answer standardized.

select the blank


question the ________ offers an excellent way to understand customer's service
experience.
correct answer flowcharting
your answer circles

multiple choice multiple answer


question mental stimulus processing services directed at people's minds are :-
correct answer psychotherapy. , music concerts. , education.
your answer psychotherapy. , music concerts. , education.

select the blank


question ________ help us in achieving our mission and vision.
correct answer values
your answer goals
multiple choice single answer
question services are :-
correct answer not tangible
your answer not tangible

match the following


question correct answer your answer

service operation service personnel & physical facilities. service personnel & physical
facilities.

servuction model visible & invisible factors visible & invisible factors

fedex corporation all the sides of a triangle well aligned. all the sides of a triangle well
aligned.

the inanimate environment all the non living features of service encounter. all the non living
features of service encounter.

true/false
question the value of a brand depreciates if there are no inflows in the form of value
addition to the brand.
correct answer true
your answer true

multiple choice multiple answer


question following are the people processing services directed at people's bodies :-
correct answer health care. , lodging. , barbers.
your answer health care. , lodging. , recycling.

multiple choice multiple answer


question service blue print supports which approaches to quality improvement?
correct answer top down , bottom up
your answer top down , bottom up

multiple choice single answer


question for services its quality depends on :-
correct answer consumer's perception
your answer consumer's perception

select the blank


question ________ is the main focus of brand advertising.
correct answer personality
your answer personality

multiple choice single answer


question many service firms offer their customers variety of :-
correct answer service related activities.
your answer service related activities.

select the blank


question many ________ also sell insurance products and collect commission but are not
normally involved in handling claims.
correct answer banks
your answer financial institutions

select the blank


question ________ involves recognising that the public's knowledge of an alliance is
added value.
correct answer co-branding
your answer brand extension

select the blank


question creating ________ is the ultimate objective behind building a brand.
correct answer apostles
your answer apostles

multiple choice multiple answer


question online emotional connection and loyalty can be accomplished through:-
correct answer chat rooms , surveys , guest books
your answer chat rooms , guest books

multiple choice single answer


question it is the outward expression of the brand's inner substance :-
correct answer brand message
your answer brand image

multiple choice single answer


question this method is used when valuing your own brand image for inclusion in the
balance sheet :-
correct answer historic cost method
your answer market value method

multiple choice multiple answer


question service expectation meetings & reviews techniques of service quality research is
made up of :-
correct answer asking clients what they expect , enquiring the particular aspects of
service , requesting client to provide ranking as per his requirements
your answer asking clients what they expect , enquiring the particular aspects of service ,
requesting client to provide ranking as per his requirements

true/false
question building a blue print is not a task that can be assigned to one person or one
functional area.
correct answer true
your answer true
true/false
question servuction model used to illustrate the factors that influence the service
experience are visible & invisible to customers.
correct answer true
your answer true

multiple choice multiple answer


question brand strength is measured against which key attributes?
correct answer market , leadership , geography
your answer market , leadership

multiple choice single answer


question high contact services tend to be :-
correct answer those in which customer visit the service facility in person.
your answer those in which customer visit the service facility in person.

multiple choice multiple answer


question radio & television broadcasting is a service industry because :-
correct answer it can not be touched. , it can not be stored. , it can not be readily
displayed.
your answer it can not be touched. , it can not be stored. , it can not be readily displayed.

multiple choice single answer


question it involves long hours of standing and working with customers who may not
always be pleasant and can get on one's nerves :-
correct answer retail selling
your answer retail selling

multiple choice multiple answer


question the visible components of service operations are :-
correct answer service personnel , equipments , physical facilities
your answer service personnel , equipments , physical facilities

multiple choice multiple answer


question communication dimension of service quality includes :-
correct answer listening to customers. , keeping them informed. , simple language to be
used.
your answer listening to customers. , keeping them informed. , simple language to be used.

true/false
question consumers differ as to which service/product attributes they see as important and
pay the most attention to the brands that will deliver the sought benefits.
correct answer true
your answer true

select the blank


question many companies have adopted the idea that employees are also ________ of
the organisation.
correct answer customers
your answer customers

true/false
question services are intangibles.
correct answer true
your answer true

true/false
question the displaying or communicating of services are very easy.
correct answer false
your answer false

true/false
question in service development of new tangible products it involves construction of
product prototypes & testing for consumer acceptance.
correct answer true
your answer true

multiple choice multiple answer


question the various sources of mass media are :-
correct answer radio , television , newspapers and magazines
your answer radio , television , newspapers and magazines

true/false
question services can easily stored.
correct answer false
your answer false

true/false
question re-engineering is one of the most difficult strategies to implement in organisations
that are traditional.
correct answer true
your answer true

true/false
question brand identity focuses too much on brand appearance and not enough on brand
essence.
correct answer false
your answer true

multiple choice multiple answer


question countries who are members of super brand are:-
correct answer india , hong kong , australia
your answer india , hong kong , australia
multiple choice single answer
question it is important that marketers should have full knowledge of customer's :-
correct answer expectations
your answer expectations

multiple choice single answer


question services :-
correct answer can not inventoried.
your answer can not inventoried.

multiple choice single answer


question which dimension of service equality is highly dependent on employee's ability to
communicate their credibility and to inspire trust and confidence :-
correct answer assurance
your answer responsiveness

multiple choice single answer


question it is the defining aspect of a brand :-
correct answer relevant differentiation
your answer value

select the blank


question the problem with umbrella brand strategy stems from the failure to appreciate its
________.
correct answer demand
your answer demand

select the blank


question all firms need to be aware of customer expectation of ________.
correct answer reliability
your answer reliability

multiple choice multiple answer


question three horizontal lines of the service blue print are:-
correct answer line of internal interaction , line of interaction , line of visibility
your answer line of internal interaction , line of interaction , line of visibility

select the blank


question the value of a brand depreciates if there are no inflows in the form of value
________.
correct answer addition
your answer addition

list of attempted questions and answers

true/false
question too much crowding of ads leads to customer ignoring ads or not registering in the
mind.
correct answer true
your answer true

multiple choice multiple answer


question the gap exists in service quality due to :-
correct answer difference in customer expectation. , difference in receipt of service by
customer. , non selection of right service standards.
your answer difference in customer expectation. , difference in receipt of service by customer.
, non selection of right service standards.

multiple choice multiple answer


question reasons for growth of service industry are as follows :-
correct answer increase in per capita income. , more leisure time. , increase in health
awareness.
your answer increase in per capita income. , more leisure time. , increase in health
awareness.

select the blank


question increased service delivery during peak periods is ________ service intensifiers.
correct answer transitory
your answer transitory

select the blank


question performance of services is ________.
correct answer intangible.
your answer intangible.

select the blank


question ________ help us in achieving our mission and vision.
correct answer values
your answer values

true/false
question consumers differ as to which service/product attributes they see as important and
pay the most attention to the brands that will deliver the sought benefits.
correct answer true
your answer true

select the blank


question ________ is both the brand's backbone and its tangible added value.
correct answer physique
your answer physique

multiple choice single answer


question this approach to selling is based on the premise that for a given stimulus, there is
a particular response :-
correct answer stimulus-response
your answer stimulus-response

select the blank


question there are ________ ways of testing the response to marketing mix variables.
correct answer alternative
your answer alternative

multiple choice multiple answer


question service blue print supports which approaches to quality improvement?
correct answer top down , bottom up
your answer top down , bottom up

select the blank


question exhibiting admirable human qualities is especially important for brands during
________.
correct answer crisis
your answer crisis

multiple choice single answer


question high contact services tend to be :-
correct answer those in which customer visit the service facility in person.
your answer those in which customer visit the service facility in person.

select the blank


question the marketers of services emphasize on tangibilising the ________.
correct answer intangibles
your answer reliables

select the blank


question a multi brand portfolio is required when each brand has its own ________.
correct answer territory
your answer identity

multiple choice single answer


question the main solution to intangibility of service is :-
correct answer creating a strong brand image of an organization.
your answer creating a strong brand image of an organization.

multiple choice single answer


question for services its quality depends on :-
correct answer consumer's perception
your answer consumer's perception

multiple choice single answer


question it survives because it exceeds customer expectations :-
correct answer brand
your answer brand

multiple choice multiple answer


question incontrollable factors by which services marketers can influence customers are
as follows :-
correct answer enduring service intensifiers. , transitory service intensifiers. , personal
needs.
your answer enduring service intensifiers. , transitory service intensifiers. , personal needs.

multiple choice multiple answer


question following are the service sectors :-
correct answer telephone & telegraph. , transportation. , tourism.
your answer transportation. , tourism. , telephone & telegraph.

multiple choice multiple answer


question reasons for extending a brand are:-
correct answer innovation , adds to image , to defend a brand at risk
your answer innovation , adds to image , to defend a brand at risk

true/false
question front office automation has also revolutionised the sales function.
correct answer true
your answer true

select the blank


question neither ________ service nor its supplementary elements are delivered
continuously throughout the duration of service performance.
correct answer core
your answer core

multiple choice single answer


question situational factors of model of customer expectation includes :-
correct answer bad weather
your answer bad weather

match the following


question correct answer your answer

no brand extension murphy brand murphy brand

disadvantages of line extension brand name losing its specific meaning brand name losing its
specific meaning

innovation brand up to date and respond to changes in customer tastes and expectations
brand up to date and respond to changes in customer tastes and expectations

brand extensionresults from concentration of efforts on a few brands results from


concentration of efforts on a few brands
multiple choice multiple answer
question radio & television broadcasting is a service industry because :-
correct answer it can not be touched. , it can not be stored. , it can not be readily
displayed.
your answer it can not be touched. , it can not be stored. , it can not be readily displayed.

select the blank


question the second objective of commercialization is to monitor ________ aspects of
service during complete service cycle.
correct answer all
your answer all

multiple choice single answer


question service quality is a critical component of :-
correct answer customer perception.
your answer customer perception.

true/false
question well dressed individuals are perceived as more intelligent, better workers and
more pleasant to engage in interactions.
correct answer true
your answer true

multiple choice single answer


question it is estimating the total financial value of the brand :-
correct answer brand valuation
your answer brand valuation

multiple choice multiple answer


question following are the people processing services directed at people's bodies :-
correct answer health care. , lodging. , barbers.
your answer health care. , barbers.

multiple choice multiple answer


question following are the examples of style changes :-
correct answer outfitting service employees in new uniforms. , repainting retail branches.
, vehicles in new colour schemes.
your answer vehicles in new colour schemes. , outfitting service employees in new uniforms.

true/false
question coupons cannot be printed on the backs of atm receipts.
correct answer false
your answer false

true/false
question distributing an innovation to all brands minimises the ability to justify a premium
price for the top innovative brand.
correct answer true
your answer true

select the blank


question the discounted rate is based on the ________ rate.
correct answer risk free
your answer risk free

true/false
question re-engineering is one of the most difficult strategies to implement in organisations
that are traditional.
correct answer true
your answer true

multiple choice multiple answer


question negative critical incidents resolved have great potential for :-
correct answer increasing brand loyalty. , increased brand preference. , increasing
customer loyalty.
your answer increasing brand loyalty. , increased brand preference. , increasing customer
loyalty.

multiple choice multiple answer


question the main do's kept in mind in face to face contacts with customers are :-
correct answer smile , look into customer's eye , listening
your answer smile , look into customer's eye , listening

true/false
question service culture can be developed quickly.
correct answer false
your answer false

match the following


question correct answer your answer

element of effective research programme customer panels customer panels

customer satisfaction consumers fulfillment response. consumers fulfillment response.

research objective for service to monitor & track service performance. to monitor & track
service performance.

criteria for effective research programmeincludes qualitative & quantitative research


includes qualitative & quantitative research

multiple choice single answer


question it is the worst indicator of profitability:-
correct answer price
your answer price

multiple choice single answer


question this phenomenon is inherent in the luxury goods sector :-
correct answer brand extension
your answer brand extension

multiple choice multiple answer


question mental stimulus processing services directed at people's minds are :-
correct answer psychotherapy. , music concerts. , education.
your answer psychotherapy. , music concerts. , education.

select the blank


question the ________ has made world wide brand building easier.
correct answer internet
your answer internet

multiple choice single answer


question this brand strategy gives its approval to a wide diversity of products grouped
under product brands, line brands or range brands :-
correct answer endorsing brand strategy
your answer endorsing brand strategy

multiple choice single answer


question which of the communication mix element includes corporate logos?
correct answer corporate design
your answer corporate design

true/false
question two major dimensions of y & r model are: leadership and stability.
correct answer false
your answer true

list of attempted questions and answers

select the blank


question ________ creates emotional connection and loyalty.
correct answer community
your answer brand loyalty

multiple choice multiple answer


question the sources of customer expectations consists of :-
correct answer pricing. , advertising. , sales promises.
your answer advertising. , sales promises. , pricing.

select the blank


question performance of services is ________.
correct answer intangible.
your answer intangible.

multiple choice single answer


question when customer interacts with the service company :-
correct answer a service encounter said to have occurred.
your answer a service encounter said to have occurred.

multiple choice single answer


question it is the outward expression of the brand's inner substance :-
correct answer brand message
your answer brand message

multiple choice multiple answer


question names of customer relationship building approaches are:-
correct answer financial benefits , structural ties , social benefits
your answer financial benefits , structural ties , social benefits

select the blank


question the ________ as a supply strategy used to assist during peak demand periods.
correct answer part time employees
your answer part time employees

multiple choice single answer


question adequate service is also known as :-
correct answer lower level of service
your answer middle level of service

select the blank


question individualized attention given to customers refers to ________.
correct answer empathy
your answer empathy

multiple choice multiple answer


question the possible solutions to inseparability problem of services are :-
correct answer emphasis on selecting and training public contact personnel. , consumer
management. , use of multisite locations.
your answer emphasis on selecting and training public contact personnel. , consumer
management. , use of multisite locations.

multiple choice multiple answer


question thinking of recruiting activity results in addressing issues of:-
correct answer market (employee) segmentation , product (job) design
your answer market (employee) segmentation , market positioning , product (job) design

true/false
question services can easily stored.
correct answer false
your answer false

multiple choice single answer


question it is important that marketers should have full knowledge of customer's :-
correct answer expectations
your answer expectations

match the following


question correct answer your answer

the inanimate environment all the non living features of service encounter. all the non living
features of service encounter.

service operation service personnel & physical facilities. service personnel & physical
facilities.

servuction model visible & invisible factors visible & invisible factors

fedex corporation all the sides of a triangle well aligned. all the sides of a triangle well
aligned.

multiple choice single answer


question augmented product refers to :-
correct answer extended product.
your answer extended product.

multiple choice single answer


question services faces difficulties in :-
correct answer displaying
your answer displaying

multiple choice multiple answer


question the three overlapping subsystems are :-
correct answer service marketing , service operations , service delivery
your answer service operations , service delivery , service marketing

multiple choice multiple answer


question the main don'ts kept in mind in face to face contacts with customers are :-
correct answer blame the colleagues , show favoritism , promise what you can not
perform
your answer blame the colleagues , show favoritism , promise what you can not perform

true/false
question re-engineering is one of the most difficult strategies to implement in organisations
that are traditional.
correct answer true
your answer true

select the blank


question there are ________ ways of testing the response to marketing mix variables.
correct answer alternative
your answer alternative

select the blank


question the value of a brand depreciates if there are no inflows in the form of value
________.
correct answer addition
your answer addition

multiple choice single answer


question services are :-
correct answer not tangible
your answer not tangible

multiple choice multiple answer


question personal sources of information are :-
correct answer family , friends , opinion leaders
your answer family , friends , radio

true/false
question service pricing strategies are often unsuccessful.
correct answer true
your answer true

multiple choice single answer


question it is used to help decisions on where to locate super markets relative to
prospective customer's homes and work place :-
correct answer retail gravity model
your answer retail gravity model

multiple choice single answer


question during which stage of 'innovation adoption ' model, the customers are satisfied
and decide to make regular use of the product?
correct answer adoption
your answer adoption

multiple choice single answer


question selling goods and services through the internet is called :-
correct answer e-commerce
your answer e-commerce

multiple choice multiple answer


question interactive skills training in employees allows to develop what all qualities
towards customer?
correct answer empathetic , courteous , caring
your answer empathetic , courteous , caring

select the blank


question ________ is the main focus of brand advertising.
correct answer personality
your answer personality

multiple choice single answer


question it refers to the way in which certain groups decode all of the signals emanating
from the product, services and communication covered by the brand :-
correct answer brand image
your answer brand image

multiple choice single answer


question who the people who produce revenue and build customer relationships for the
company?
correct answer front line employees
your answer front line employees

select the blank


question the scope & ________ of the service marketing system vary sharply from one
firm to other.
correct answer structure
your answer credibility

multiple choice multiple answer


question reasons for customers to buy from virtual stores are :-
correct answer broad selection , better prices , convenience
your answer convenience , broad selection , better prices

match the following


question correct answer your answer

access does the airline have 24 hour toll free phone number? does the airline have 24 hour
toll free phone number?

customer gap focus of the gap model focus of the gap model

credibility does hospital have a good reputation? does hospital have a good reputation?

security is it safe to use the banks atms at night? is it safe to use the banks atms at night?

true/false
question a multi brand policy can stop any new competitor's entering a market.
correct answer true
your answer true
multiple choice multiple answer
question blue prints are particularly useful at which stages of service development?
correct answer design , redesign
your answer design , redesign

select the blank


question market value of the firm is equal to stock price multiplied by ________.
correct answer number of shares
your answer value of each share

true/false
question brand strength is a combination of differentiation and relevance.
correct answer true
your answer true

multiple choice multiple answer


question through brand building mechanism, following are built :-
correct answer brand awareness , confidence , brand equity
your answer brand awareness , confidence , brand equity

true/false
question services are intangibles.
correct answer true
your answer true

multiple choice multiple answer


question which of the features are on the right side of the brand identity hexagonal prism?
correct answer personality , culture , self image
your answer personality , culture , self image

true/false
question a strong company name attached to a new product, transfers positive association
and provides confidence and incentive to trial.
correct answer true
your answer true

true/false
question gap model is developed by zeithaml & bitner.
correct answer true
your answer true

select the blank


question contact employee personifies the ________ in the customer's eye.
correct answer firm
your answer firm
true/false
question critical study are not useful as alternatives to complaint solicitation.
correct answer false
your answer false

select the blank


question increased service delivery during peak periods is ________ service intensifiers.
correct answer transitory
your answer transitory

true/false
question closing the customer gap is not the outcome of gap model.
correct answer false
your answer false

--

list of attempted questions and answers

select the blank


question added value, brand identity and an effective product, these three characteristics
are ________ in nature.
correct answer multiplicative
your answer multiplicative

select the blank


question many companies have adopted the idea that employees are also ________ of
the organisation.
correct answer customers
your answer customers

multiple choice multiple answer


question functions of retail salespersons are:-
correct answer customer contact , stock work , house keeping
your answer customer contact , stock work , house keeping

multiple choice single answer


question which of the following is the characteristic of services?
correct answer inseparability
your answer inseparability

multiple choice single answer


question services :-
correct answer can not inventoried.
your answer can patented.
multiple choice single answer
question d in aida stands for :-
correct answer desire
your answer direction

multiple choice single answer


question it is one of the recent concepts in service marketing :-
correct answer brand identity
your answer brand identity

multiple choice single answer


question which dimension of service equality is highly dependent on employee's ability to
communicate their credibility and to inspire trust and confidence :-
correct answer assurance
your answer assurance

multiple choice multiple answer


question various media options available to a service marketer are:-
correct answer magazines , flyers , radio
your answer magazines , flyers , radio

true/false
question building a blue print is not a task that can be assigned to one person or one
functional area.
correct answer true
your answer true

multiple choice single answer


question the growth of internet leads to changes in:-
correct answer new start up business employing new retailing models.
your answer old start up business employing new retailing models.

true/false
question for a retailer, brand is a means and not a necessity.
correct answer true
your answer true

true/false
question for services all three marketing activities represented by the sides of triangle are
critical to success.
correct answer true
your answer true

multiple choice single answer


question all marketing activities are essential for :-
correct answer building and maintaining relationships with customers.
your answer building and maintaining relationships with customers.

multiple choice single answer


question it is defined as the positive differential effect that knowing the brand name has on
customer response to the product or service :-
correct answer brand equity
your answer brand equity

multiple choice single answer


question during which stage of 'innovation adoption ' model, customers try the product/
service for the first time and decide whether to adopt the product/ service?
correct answer trial
your answer adoption

select the blank


question a brand is ________ only when it has matured uniformly worldwide and offers the
same message to its market internationally and simultaneously.
correct answer global
your answer global

true/false
question a brand should strive to create a sense of community.
correct answer true
your answer true

select the blank


question brand ________ results from the concentrated efforts on a few brands.
correct answer extension
your answer extension

true/false
question when decisions regarding customer satisfaction are left to the discretion of
employees, there may be inconsistency in the level of service delivered.
correct answer true
your answer true

select the blank


question ________ is both the brand's backbone and its tangible added value.
correct answer physique
your answer physique

match the following


question correct answer your answer

wealth creators brands economic benefits

airline frequent flyer programs financial benefits financial benefits


interest linkages structural ties structural ties

process of wealth creation brand building social benefits

select the blank


question ________ is the focal point around which an organisation defines how it will
uniquely deliver value to the customer for a point.
correct answer brand
your answer brand

multiple choice multiple answer


question service failures can happen in several ways like :-
correct answer a delayed flight. , hotel room booked in advance not available. , a
surgical operation wrongly carried out.
your answer a delayed flight. , hotel room booked in advance not available. , a surgical
operation wrongly carried out.

select the blank


question sometimes employees can give ________ service spontaneously.
correct answer extra
your answer extra

select the blank


question ________ are at the crux of transactions and exchanges between people.
correct answer brands
your answer brands

multiple choice multiple answer


question features of quality service are:-
correct answer reliability , responsiveness , empathetic
your answer reliability , responsiveness

multiple choice single answer


question it implies that employees will pay attention, listen, adapt and be flexible in
delivering what customers need :-
correct answer empathy
your answer assurance

true/false
question the business strategy in a production line organisation is one of differentiation
and customisation.
correct answer false
your answer false

select the blank


question every service encounter has its share of ________ customers.
correct answer misbehaving
your answer misbehaving

multiple choice multiple answer


question following has brought changes in the way people now shop a days :-
correct answer computers , internet
your answer computers , internet

multiple choice multiple answer


question service blue print supports which approaches to quality improvement?
correct answer top down , bottom up
your answer top down , bottom up

multiple choice single answer


question this approach is based on a standard sales presentation containing statements
that lead the customer through stages to a purchase :-
correct answer formula approach
your answer stimulus-response

true/false
question external brand building is essential to internal brand building.
correct answer false
your answer true

multiple choice multiple answer


question value of a brand is a function of which two factors?
correct answer earnings , strength
your answer earnings , strength

multiple choice multiple answer


question expectations of customers towards a product / service are formed on the basis of
:-
correct answer past experiences , word of mouth , advertising
your answer past experiences , word of mouth

multiple choice single answer


question it is the satisfaction linked to the attractiveness of the brand, to its logo, to its
communication :-
correct answer hedonistic
your answer hedonistic

select the blank


question perishability refers to the service provider's inability to ________.
correct answer inventory services.
your answer inventory services.

multiple choice single answer


question goods can be :-
correct answer standardized.
your answer standardized.

multiple choice single answer


question this method is used when valuing your own brand image for inclusion in the
balance sheet :-
correct answer historic cost method
your answer historic cost method

select the blank


question the ________ of the brand is always stronger than its extensions.
correct answer core
your answer core

multiple choice multiple answer


question incontrollable factors by which services marketers can influence customers are
as follows :-
correct answer enduring service intensifiers. , transitory service intensifiers. , personal
needs.
your answer enduring service intensifiers. , transitory service intensifiers.

multiple choice single answer


question this method is used when business is acquired for the brand name of its product
mainly :-
correct answer market value method
your answer market value method

multiple choice multiple answer


question the value of brand equity is a function of :-
correct answer age of the brand , cumulative advertising , order of entry into the market
your answer age of the brand , age of competitor's brand

multiple choice multiple answer


question advantages of a range brand policy are:-
correct answer creates brand capital , cost of launch is low , focuses on single brand
image
your answer creates brand capital , cost of launch is low , focuses on single brand image

match the following


question correct answer your answer

an attention paid to customer by waiter satisfied hotel customer.unsatisfied customer.

cit methodology collecting critical incidents data. collecting critical incidents data.

sas customer driven airline. satisfied hotel customer.

good customer encounter increase in brand loyalty. decrease in brand preference.


multiple choice single answer
question this approach is based on the assumption that all customers can be persuaded
by the same message :-
correct answer selling formula approach
your answer selling formula approach

list of attempted questions and answers

select the blank


question added value, brand identity and an effective product, these three characteristics
are ________ in nature.
correct answer multiplicative
your answer multiplicative

select the blank


question many companies have adopted the idea that employees are also ________ of
the organisation.
correct answer customers
your answer customers

multiple choice multiple answer


question functions of retail salespersons are:-
correct answer customer contact , stock work , house keeping
your answer customer contact , stock work , house keeping

multiple choice single answer


question which of the following is the characteristic of services?
correct answer inseparability
your answer inseparability

multiple choice single answer


question services :-
correct answer can not inventoried.
your answer can patented.

multiple choice single answer


question d in aida stands for :-
correct answer desire
your answer direction

multiple choice single answer


question it is one of the recent concepts in service marketing :-
correct answer brand identity
your answer brand identity
multiple choice single answer
question which dimension of service equality is highly dependent on employee's ability to
communicate their credibility and to inspire trust and confidence :-
correct answer assurance
your answer assurance

multiple choice multiple answer


question various media options available to a service marketer are:-
correct answer magazines , flyers , radio
your answer magazines , flyers , radio

true/false
question building a blue print is not a task that can be assigned to one person or one
functional area.
correct answer true
your answer true

multiple choice single answer


question the growth of internet leads to changes in:-
correct answer new start up business employing new retailing models.
your answer old start up business employing new retailing models.

true/false
question for a retailer, brand is a means and not a necessity.
correct answer true
your answer true

true/false
question for services all three marketing activities represented by the sides of triangle are
critical to success.
correct answer true
your answer true

multiple choice single answer


question all marketing activities are essential for :-
correct answer building and maintaining relationships with customers.
your answer building and maintaining relationships with customers.

multiple choice single answer


question it is defined as the positive differential effect that knowing the brand name has on
customer response to the product or service :-
correct answer brand equity
your answer brand equity

multiple choice single answer


question during which stage of 'innovation adoption ' model, customers try the product/
service for the first time and decide whether to adopt the product/ service?
correct answer trial
your answer adoption

select the blank


question a brand is ________ only when it has matured uniformly worldwide and offers the
same message to its market internationally and simultaneously.
correct answer global
your answer global

true/false
question a brand should strive to create a sense of community.
correct answer true
your answer true

select the blank


question brand ________ results from the concentrated efforts on a few brands.
correct answer extension
your answer extension

true/false
question when decisions regarding customer satisfaction are left to the discretion of
employees, there may be inconsistency in the level of service delivered.
correct answer true
your answer true

select the blank


question ________ is both the brand's backbone and its tangible added value.
correct answer physique
your answer physique

match the following


question correct answer your answer

wealth creators brands economic benefits

airline frequent flyer programs financial benefits financial benefits

interest linkages structural ties structural ties

process of wealth creation brand building social benefits

select the blank


question ________ is the focal point around which an organisation defines how it will
uniquely deliver value to the customer for a point.
correct answer brand
your answer brand

multiple choice multiple answer


question service failures can happen in several ways like :-
correct answer a delayed flight. , hotel room booked in advance not available. , a
surgical operation wrongly carried out.
your answer a delayed flight. , hotel room booked in advance not available. , a surgical
operation wrongly carried out.

select the blank


question sometimes employees can give ________ service spontaneously.
correct answer extra
your answer extra

select the blank


question ________ are at the crux of transactions and exchanges between people.
correct answer brands
your answer brands

multiple choice multiple answer


question features of quality service are:-
correct answer reliability , responsiveness , empathetic
your answer reliability , responsiveness

multiple choice single answer


question it implies that employees will pay attention, listen, adapt and be flexible in
delivering what customers need :-
correct answer empathy
your answer assurance

true/false
question the business strategy in a production line organisation is one of differentiation
and customisation.
correct answer false
your answer false

select the blank


question every service encounter has its share of ________ customers.
correct answer misbehaving
your answer misbehaving

multiple choice multiple answer


question following has brought changes in the way people now shop a days :-
correct answer computers , internet
your answer computers , internet

multiple choice multiple answer


question service blue print supports which approaches to quality improvement?
correct answer top down , bottom up
your answer top down , bottom up
multiple choice single answer
question this approach is based on a standard sales presentation containing statements
that lead the customer through stages to a purchase :-
correct answer formula approach
your answer stimulus-response

true/false
question external brand building is essential to internal brand building.
correct answer false
your answer true

multiple choice multiple answer


question value of a brand is a function of which two factors?
correct answer earnings , strength
your answer earnings , strength

multiple choice multiple answer


question expectations of customers towards a product / service are formed on the basis of
:-
correct answer past experiences , word of mouth , advertising
your answer past experiences , word of mouth

multiple choice single answer


question it is the satisfaction linked to the attractiveness of the brand, to its logo, to its
communication :-
correct answer hedonistic
your answer hedonistic

select the blank


question perishability refers to the service provider's inability to ________.
correct answer inventory services.
your answer inventory services.

multiple choice single answer


question goods can be :-
correct answer standardized.
your answer standardized.

multiple choice single answer


question this method is used when valuing your own brand image for inclusion in the
balance sheet :-
correct answer historic cost method
your answer historic cost method

select the blank


question the ________ of the brand is always stronger than its extensions.
correct answer core
your answer core

multiple choice multiple answer


question incontrollable factors by which services marketers can influence customers are
as follows :-
correct answer enduring service intensifiers. , transitory service intensifiers. , personal
needs.
your answer enduring service intensifiers. , transitory service intensifiers.

multiple choice single answer


question this method is used when business is acquired for the brand name of its product
mainly :-
correct answer market value method
your answer market value method

multiple choice multiple answer


question the value of brand equity is a function of :-
correct answer age of the brand , cumulative advertising , order of entry into the market
your answer age of the brand , age of competitor's brand

multiple choice multiple answer


question advantages of a range brand policy are:-
correct answer creates brand capital , cost of launch is low , focuses on single brand
image
your answer creates brand capital , cost of launch is low , focuses on single brand image

match the following


question correct answer your answer

an attention paid to customer by waiter satisfied hotel customer.unsatisfied customer.

cit methodology collecting critical incidents data. collecting critical incidents data.

sas customer driven airline. satisfied hotel customer.

good customer encounter increase in brand loyalty. decrease in brand preference.

multiple choice single answer


question this approach is based on the assumption that all customers can be persuaded
by the same message :-
correct answer selling formula approach
your answer selling formula approach

list of attempted questions and answers


select the blank
question a service firm can also expand its supply of a service through use of ________.
correct answer third parties.
your answer first parties

multiple choice single answer


question the new retailing models provides information based benefits such as :-
correct answer greater customization.
your answer greater customization.

multiple choice single answer


question it involves recognising that the public knowledge of an alliance is added value :-
correct answer brand extension
your answer innovation

multiple choice multiple answer


question the main do's kept in mind in face to face contacts with customers are :-
correct answer smile , look into customer's eye , listening
your answer smile , look into customer's eye , listening

multiple choice multiple answer


question the various sources of mass media are :-
correct answer radio , television , newspapers and magazines
your answer radio , television , newspapers and magazines

select the blank


question ________ and education often go hand in hand.
correct answer promotion
your answer promotion

select the blank


question the goods can be ________ at one locality and transported for sale in another
locality.
correct answer produced
your answer produced

multiple choice single answer


question for services its quality depends on :-
correct answer consumer's perception
your answer consumer's perception

select the blank


question the ________ model used to illustrate the factors that influence the service
experience.
correct answer servuction
your answer servuction
true/false
question extensions can be made in all directions.
correct answer false
your answer false

match the following


question correct answer your answer

issue of airline miles in return for a purchase couponing sampling

face to face communication personal selling personal selling

fund raising, recognition and reward programs public relations advertising

samples, coupons, gifts etc sales promotion couponing

select the blank


question exhibiting admirable human qualities is especially important for brands during
________.
correct answer crisis
your answer selling

multiple choice single answer


question jan carlzon the former ceo of sas made his firm from operation driven to :-
correct answer customer driven airline.
your answer customer driven airline.

multiple choice multiple answer


question various uses of the company's physical evidence are:-
correct answer means for differentiation , packaging , socialising
your answer means for differentiation , packaging

multiple choice multiple answer


question negative critical incidents resolved have great potential for :-
correct answer increasing brand loyalty. , increased brand preference. , increasing
customer loyalty.
your answer switching to other firm. , increasing brand loyalty.

true/false
question goods are sold first and then produced and consumed simultaneously.
correct answer false
your answer true

multiple choice single answer


question in this method, revenues of an unbranded competing product are deducted from
the revenues of a comparable branded product to establish the premium value of the brand :-
correct answer price premium method
your answer price premium method

multiple choice single answer


question these messages often include promises about the benefits that customers will
receive and the quality of service delivery :-
correct answer communication
your answer communication

true/false
question empathy is non ability to provide caring individualized attention the firm provides
its customers.
correct answer false
your answer true

multiple choice single answer


question high contact services tend to be :-
correct answer those in which customer visit the service facility in person.
your answer those in which customer visit the service facility in person.

multiple choice multiple answer


question types of competition based pricing are:-
correct answer price leadership , negotiation
your answer price leadership , flat rate pricing

multiple choice single answer


question services are said to be intangible because they are :-
correct answer performers.
your answer performers.

multiple choice multiple answer


question brand strength is measured against which key attributes?
correct answer market , leadership , geography
your answer market , leadership

select the blank


question ________ are useful for adjusting demand and supply fluctuations.
correct answer price promotion
your answer place promotion

multiple choice multiple answer


question following are the people processing services directed at people's bodies :-
correct answer health care. , lodging. , barbers.
your answer health care. , lodging.

multiple choice single answer


question it is estimating the total financial value of the brand :-
correct answer brand valuation
your answer brand loyalty

multiple choice multiple answer


question the challenge in many service settings is to design the physical space and
evidence so that it can simultaneously support the needs and preferences of :
correct answer customer , employees
your answer manufacturer , customer

select the blank


question the service offer should first marketed ________ & then service process in action
is observed before it introduced to external market.
correct answer internally
your answer at middle level

multiple choice multiple answer


question the gap exists in service quality due to :-
correct answer difference in customer expectation. , difference in receipt of service by
customer. , non selection of right service standards.
your answer difference in customer expectation. , difference in receipt of service by customer.

true/false
question services are sold first and then produced and consumed simultaneously.
correct answer true
your answer true

multiple choice single answer


question lack of patent protection is applicable for :-
correct answer services
your answer services

multiple choice single answer


question "service profit chain" shows the interrelationship between :-
correct answer customer and employee satisfaction
your answer customer and employee satisfaction

multiple choice single answer


question the difference between the two levels of expectations is called as :-
correct answer the zone of tolerance
your answer the zone of perception

multiple choice multiple answer


question following are the examples of style changes :-
correct answer repainting retail branches. , vehicles in new colour schemes. , outfitting
service employees in new uniforms.
your answer repainting retail branches. , vehicles in new colour schemes. , outfitting service
employees in new uniforms.
select the blank
question physical evidence of the service is located at ________ of the blue print.
correct answer top
your answer top

true/false
question service development, design & delivery are intricately intertwined, hence they
should not work together.
correct answer true
your answer true

select the blank


question one of the methods of motivating the service providing employees is through
________ statement.
correct answer mission
your answer mission

multiple choice multiple answer


question functions of sales promotion are:-
correct answer adds value , competitive edge , boost sales
your answer adds value , competitive edge , boost sales

select the blank


question many ________ also sell insurance products and collect commission but are not
normally involved in handling claims.
correct answer banks
your answer banks

match the following


question correct answer your answer

brand equity measure first recall awareness awareness, relevant differentiation, emotional
connection

customer insights internet brand positioning

amazon.com for purchasing and finding books internet

customer brand insistence awareness, relevant differentiation, emotional connection


brand equity

select the blank


question the ________ has made world wide brand building easier.
correct answer internet
your answer internet

select the blank


question ________ helps usage extension.
correct answer co-branding
your answer co-branding

true/false
question the interbrand approach measures the consumer's perception of the brand which
is critical for marketing decision making.
correct answer false
your answer false

true/false
question the classic concept of branding leads to an increasing number of brand.
correct answer true
your answer true

multiple choice single answer


question external marketing refers to :-
correct answer making promises.
your answer making promises.

true/false
question the quarrelsome refers to those misbehaving customers who quarrel with other
customers or with their own group members.
correct answer false
your answer false

true/false
question blue prints can be used to isolate failure points or bottlenecks in the service
process
correct answer true
your answer true

list of attempted questions and answers

multiple choice single answer


question during which stage of 'innovation adoption ' model, the customers are satisfied
and decide to make regular use of the product?
correct answer adoption
your answer adoption

multiple choice single answer


question a brand must correspond to only one product. this is called :-
correct answer procterian dogma
your answer innovation

true/false
question stimulus response approach and formula approach takes into consideration
customer questions and individual customer needs.
correct answer false
your answer false

multiple choice single answer


question these messages often include promises about the benefits that customers will
receive and the quality of service delivery :-
correct answer communication
your answer sales promotion

multiple choice multiple answer


question ways to achieve emotional connection towards a brand are:-
correct answer advertising , quality of front line customers , company sponsors
consumer events
your answer quality of front line customers , company sponsors consumer events

multiple choice single answer


question services :-
correct answer can not inventoried.
your answer can not inventoried.

match the following


question correct answer your answer

television broadcasting. channel 7. channel 7.

railroad transportation. konkan railway. konkan railway.

education services. indian institute of management. indian institute of management.

retail trade. food world. food world.

multiple choice multiple answer


question reasons for extending a brand are:-
correct answer innovation , adds to image , to defend a brand at risk
your answer innovation , adds to image , to defend a brand at risk

multiple choice single answer


question augmented product refers to :-
correct answer extended product.
your answer extended product.

multiple choice single answer


question goods can be :-
correct answer standardized.
your answer standardized.

multiple choice multiple answer


question following are the examples of style changes :-
correct answer repainting retail branches. , vehicles in new colour schemes. , outfitting
service employees in new uniforms.
your answer repainting retail branches. , vehicles in new colour schemes. , outfitting service
employees in new uniforms.

multiple choice multiple answer


question emotional loyalty can be brought about in the following ways:-
correct answer personal relationship with the brand , user community
your answer personal relationship with the brand , user community

multiple choice multiple answer


question mental stimulus processing services directed at people's minds are :-
correct answer psychotherapy. , music concerts. , education.
your answer psychotherapy. , music concerts. , education.

multiple choice single answer


question services are :-
correct answer not tangible
your answer not tangible

multiple choice single answer


question it consists of introducing additional items in the same product category under the
same brand :-
correct answer line extension
your answer line extension

select the blank


question the ________ offers an excellent way to understand customer's service
experience.
correct answer flowcharting
your answer flowcharting

multiple choice single answer


question the only way to achieve brand extension is by:-
correct answer renewing the product
your answer introducing new product

true/false
question one of the problem encountered with range product strategy is of brand opacity.
correct answer true
your answer true

match the following


question correct answer your answer

service distribution agreements independent franchising, licensing and financial services


independent franchising, licensing and financial services
example of purchasing space from another provider shopper's stop in a big shopping mall
shopper's stop in a big shopping mall

problems with intermediaries difficulty controlling quality and consistency across outlets
difficulty controlling quality and consistency across outlets

channel conflict occurs when service principal and intermediaries are too dependent service
principal and intermediaries are too dependent

multiple choice multiple answer


question three horizontal lines of the service blue print are:-
correct answer line of internal interaction , line of interaction , line of visibility
your answer line of internal interaction , line of interaction , line of visibility

select the blank


question a multi brand portfolio is required when each brand has its own ________.
correct answer territory
your answer territory

select the blank


question the problem with umbrella brand strategy stems from the failure to appreciate its
________.
correct answer demand
your answer demand

multiple choice single answer


question for services its quality depends on :-
correct answer consumer's perception
your answer consumer's perception

multiple choice single answer


question high contact services tend to be :-
correct answer those in which customer visit the service facility in person.
your answer those in which customer visit the service facility in person.

multiple choice multiple answer


question value of a brand is a function of which two factors?
correct answer earnings , strength
your answer earnings , strength

multiple choice multiple answer


question radio & television broadcasting is a service industry because :-
correct answer it can not be touched. , it can not be stored. , it can not be readily
displayed.
your answer it can not be touched. , it can not be stored. , it can not be readily displayed.
select the blank
question in case of services there is ________ between the service provider and other
customers.
correct answer interconnection
your answer connection

true/false
question market value method is used when valuing your own brand image for inclusion in
the balance sheet.
correct answer false
your answer false

select the blank


question all firms need to be aware of customer expectation of ________.
correct answer reliability
your answer reliability

select the blank


question the loss of quality control may also be accompanied by the ________ over
operating costs.
correct answer loss of control
your answer loss of revenue

multiple choice multiple answer


question advantages of umbrella brand are:
correct answer capitalisation on one single name , economies of scale on an
international level
your answer capitalisation on one single name , economies of scale on an international level

multiple choice single answer


question employee appearance and dress are important dimensions of which service
quality?
correct answer tangibles
your answer tangibles

multiple choice single answer


question which dimension of service equality is highly dependent on employee's ability to
communicate their credibility and to inspire trust and confidence :-
correct answer assurance
your answer responsiveness

true/false
question the quarrelsome refers to those misbehaving customers who quarrel with other
customers or with their own group members.
correct answer false
your answer true

true/false
question profound customer knowledge is essential to building winning brands
correct answer true
your answer true

true/false
question customers who are attracted by cut-price offers cannot easily be enticed away by
another offer from a competitor.
correct answer false
your answer false

multiple choice single answer


question it is one of the recent concepts in service marketing :-
correct answer brand identity
your answer brand identity

multiple choice multiple answer


question advantages of source brand strategy are:-
correct answer products are directly named , ability to provide difference , ability to
provide depth
your answer products are directly named , ability to provide difference , ability to provide depth

multiple choice single answer


question it is a common element that sends a single message amid the wide variety of its
products, actions and slogans :-
correct answer brand identity
your answer brand identity

select the blank


question ________ helps usage extension.
correct answer co-branding
your answer co-branding

true/false
question the greater the number of different services a customer purchases from a single
supplier, the closer the relationship.
correct answer true
your answer true

select the blank


question the value of a brand depreciates if there are no inflows in the form of value
________.
correct answer addition
your answer addition

select the blank


question exhibiting admirable human qualities is especially important for brands during
________.
correct answer crisis
your answer crisis

multiple choice multiple answer


question reasons for growth of service industry are as follows :-
correct answer increase in per capita income. , more leisure time. , increase in health
awareness.
your answer increase in per capita income. , more leisure time. , increase in health
awareness.

true/false
question promotions reduce the risk of first time purchase for customers and encourages
trial.
correct answer true
your answer true

select the blank


question brand's ________ is a measure of its reliability of its future earnings.
correct answer strength
your answer strength

select the blank


question ________ help us in achieving our mission and vision.
correct answer values
your answer values

list of attempted questions and answers

true/false
question service industry is a zero growth industry.
correct answer false
your answer false

select the blank


question service employees basically perform ________ functions.
correct answer marketing
your answer marketing

select the blank


question physical evidence of the service is located at ________ of the blue print.
correct answer top
your answer top

true/false
question the bankrupt run out of cash & end up in default of payment.
correct answer true
your answer true
multiple choice single answer
question the main solution to intangibility of service is :-
correct answer creating a strong brand image of an organization.
your answer creating a strong brand image of an organization.

multiple choice single answer


question it helps to establish how many prospective customers a day pass by certain
locations :-
correct answer pedestrian counts
your answer pedestrian counts

select the blank


question basic element in pr strategy is the preparation of ________.
correct answer press release
your answer press release

true/false
question the firm do not collects & documents complaints from customers.
correct answer false
your answer false

select the blank


question there are ________ ways of testing the response to marketing mix variables.
correct answer alternative
your answer alternative

multiple choice multiple answer


question various value based pricing are:-
correct answer service guarantees , flat rate pricing
your answer service guarantees , flat rate pricing

multiple choice single answer


question this model calculates brand value as the net present value of the earnings the
brand is expected to generate in the future :-
correct answer npv of future earnings
your answer npv of future earnings

select the blank


question many ________ also sell insurance products and collect commission but are not
normally involved in handling claims.
correct answer banks
your answer banks

select the blank


question ________ and education often go hand in hand.
correct answer promotion
your answer selling
multiple choice multiple answer
question the three overlapping subsystems are :-
correct answer service operations , service delivery , service marketing
your answer service operations , service delivery , service marketing

select the blank


question performance of services is ________.
correct answer intangible.
your answer intangible.

select the blank


question in case of services ________ can not be separated from consumption.
correct answer production.
your answer production.

true/false
question product planners need to include three components in the design of the service
offering.
correct answer true
your answer true

select the blank


question the service delivery is concerned with ________, when, & how to deliver service
to customers.
correct answer where
your answer where

multiple choice single answer


question when customer interacts with the service company :-
correct answer a service encounter said to have occurred.
your answer a service encounter said to have occurred.

multiple choice single answer


question "service profit chain" shows the interrelationship between :-
correct answer customer and employee satisfaction
your answer revenue growth and profitability

multiple choice multiple answer


question following are the service sectors :-
correct answer transportation. , tourism. , telephone & telegraph.
your answer transportation. , tourism. , telephone & telegraph.

multiple choice multiple answer


question service failures can happen in several ways like :-
correct answer a delayed flight. , hotel room booked in advance not available. , a
surgical operation wrongly carried out.
your answer a delayed flight. , hotel room booked in advance not available. , a surgical
operation wrongly carried out.

multiple choice single answer


question selling goods and services through the internet is called :-
correct answer e-commerce
your answer e-commerce

select the blank


question increase in service industry is due ________.
correct answer to resource scarcity.
your answer to resource scarcity.

true/false
question the vandals resort to physical abuse or damage of property.
correct answer true
your answer true

multiple choice multiple answer


question brand strength is measured against which key attributes?
correct answer market , leadership , geography
your answer market , leadership , geography

multiple choice single answer


question perishability of services referred to be that they :-
correct answer can not be saved.
your answer can not be saved.

multiple choice single answer


question it describes a product or an item that is actually a brand name but has now
become a part of our standard vocabulary
correct answer generic name
your answer generic name

multiple choice single answer


question strategies for enabling service promises are often referred to as :-
correct answer internal marketing
your answer internal marketing

select the blank


question ________ are the customers who tell others not to buy the brand from the
company.
correct answer terrorists
your answer terrorists

true/false
question a shelf without the favourite market brands is unattractive in the eyes of the
customers.
correct answer true
your answer true

multiple choice multiple answer


question research objectives for services are as follows :-
correct answer to identify dissatisfied customers. , to monitor & track service
performance. , to forecast future expectations of customers.
your answer to identify dissatisfied customers. , to monitor & track service performance. , to
forecast future expectations of customers.

multiple choice multiple answer


question various criteria used in choosing advertising media are:-
correct answer cost , clutter , reach
your answer cost , clutter , reach

multiple choice single answer


question in this method, revenues of an unbranded competing product are deducted from
the revenues of a comparable branded product to establish the premium value of the brand :-
correct answer price premium method
your answer price premium method

multiple choice multiple answer


question countries who are members of super brand are:-
correct answer india , hong kong , australia
your answer india , hong kong , australia

select the blank


question contact employee personifies the ________ in the customer's eye.
correct answer firm
your answer firm

match the following


question correct answer your answer

speed and delivery of services is a issue due to heterogeneity nature. heterogeneity nature.

standardization possible solution to heterogeneity of services. possible solution to


heterogeneity of services.

consumer management.possible solution to inseparability of services. possible solution to


inseparability of services.

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

match the following


question correct answer your answer
part time employee utilization. supply strategy supply strategy

demand strategy creative pricing. creative pricing.

supply strategy capacity sharing. capacity sharing.

development of non peak demand. demand strategy. demand strategy.

select the blank


question the discounted rate is based on the ________ rate.
correct answer risk free
your answer risk free

true/false
question the value of a brand depreciates if there are no inflows in the form of value
addition to the brand.
correct answer true
your answer true

multiple choice multiple answer


question which of the following are poor differentiators of profitability?
correct answer price , product functions , product features
your answer price , product functions , product features

multiple choice multiple answer


question brand equity is related to which categories of customers?
correct answer satisfied customer. would incur cost for brand change , customer values
brand and sees it as friend , customer devoted to the brand
your answer satisfied customer. would incur cost for brand change , customer values brand
and sees it as friend , customer devoted to the brand

multiple choice single answer


question the center of model of customer service expectation made up of :-
correct answer detailed view of expectations
your answer detailed view of expectations

multiple choice multiple answer


question advantages of endorsing brand strategy are:-
correct answer greater freedom of movement , least expensive way of giving substance
to the company name , responsible for the guarantee
your answer greater freedom of movement , least expensive way of giving substance to the
company name , responsible for the guarantee

multiple choice single answer


question during which stage of 'innovation adoption' model, customers need to be
stimulated to seek information about the brand's uses and features?
correct answer interest
your answer interest

true/false
question closing the customer gap is not the outcome of gap model.
correct answer false
your answer false

list of attempted questions and answers

multiple choice multiple answer


question types of competition based pricing are:-
correct answer price leadership , negotiation
your answer price leadership , negotiation

true/false
question a strong company name attached to a new product, transfers positive association
and provides confidence and incentive to trial.
correct answer true
your answer true

multiple choice single answer


question high contact services tend to be :-
correct answer those in which customer visit the service facility in person.
your answer those in which customer visit the service facility in person.

multiple choice multiple answer


question the visible components of service operations are :-
correct answer service personnel , equipments , physical facilities
your answer service personnel , equipments , physical facilities

multiple choice multiple answer


question following are the service sectors :-
correct answer transportation. , tourism. , telephone & telegraph.
your answer transportation. , tourism.

match the following


question correct answer your answer

service distribution agreements independent franchising, licensing and financial services


independent franchising, licensing and financial services

example of purchasing space from another provider shopper's stop in a big shopping mall
shopper's stop in a big shopping mall

problems with intermediaries difficulty controlling quality and consistency across outlets
difficulty controlling quality and consistency across outlets
channel conflict occurs when service principal and intermediaries are too dependent service
principal and intermediaries are too dependent

multiple choice single answer


question services faces difficulties in :-
correct answer displaying
your answer fabricating

multiple choice multiple answer


question front end planning involves :-
correct answer business strategy development. , idea generation. , business analysis.
your answer business strategy development. , idea generation. , business analysis.

multiple choice multiple answer


question through brand building mechanism, following are built :-
correct answer brand awareness , confidence , brand equity
your answer brand awareness , brand equity

multiple choice single answer


question it links resource expenses to the variety and complexity of products produced :-
correct answer abc
your answer abc

true/false
question servuction model used to illustrate the factors that influence the service
experience are visible & invisible to customers.
correct answer true
your answer true

true/false
question product planners need to include three components in the design of the service
offering.
correct answer true
your answer true

multiple choice multiple answer


question various media options available to a service marketer are:-
correct answer magazines , flyers , radio
your answer magazines , flyers , radio

true/false
question the pricing of services is difficult.
correct answer true
your answer false

select the blank


question many ________ also sell insurance products and collect commission but are not
normally involved in handling claims.
correct answer banks
your answer banks

multiple choice multiple answer


question reasons for growth of service industry are as follows :-
correct answer increase in per capita income. , more leisure time. , increase in health
awareness.
your answer increase in per capita income. , more leisure time. , increase in health
awareness.

select the blank


question increased service delivery during peak periods is ________ service intensifiers.
correct answer transitory
your answer reliable

multiple choice single answer


question for services its quality depends on :-
correct answer consumer's perception
your answer consumer's perception

select the blank


question market research used to determine ________ of derived service expectations &
their requirements.
correct answer sources
your answer reliability

multiple choice multiple answer


question radio & television broadcasting is a service industry because :-
correct answer it can not be touched. , it can not be stored. , it can not be readily
displayed.
your answer it can not be touched. , it can not be stored. , it can not be readily displayed.

true/false
question for a retailer, brand is a means and not a necessity.
correct answer true
your answer true

multiple choice single answer


question strategies for enabling service promises are often referred to as :-
correct answer internal marketing
your answer internal marketing

multiple choice single answer


question a legally protected brand name or brand mark is called :-
correct answer trademark
your answer trademark
select the blank
question performance of services is ________.
correct answer intangible.
your answer intangible.

select the blank


question neither ________ service nor its supplementary elements are delivered
continuously throughout the duration of service performance.
correct answer core
your answer core

true/false
question the vandals resort to physical abuse or damage of property.
correct answer true
your answer true

multiple choice single answer


question goods can be :-
correct answer standardized.
your answer standardized.

select the blank


question in case of services ________ can not be separated from consumption.
correct answer production.
your answer selling.

multiple choice single answer


question the molecular model is developed by :-
correct answer lynn shostack.
your answer lynn shostack.

select the blank


question the problem with umbrella brand strategy stems from the failure to appreciate its
________.
correct answer demand
your answer demand

true/false
question the firm do not collects & documents complaints from customers.
correct answer false
your answer false

true/false
question re-engineering is one of the most difficult strategies to implement in organisations
that are traditional.
correct answer true
your answer true

match the following


question correct answer your answer

television broadcasting. channel 7. channel 7.

railroad transportation. konkan railway. konkan railway.

education services. indian institute of management. indian institute of management.

retail trade. food world. food world.

multiple choice single answer


question services are :-
correct answer not tangible
your answer not tangible

true/false
question profound customer knowledge is essential to building winning brands
correct answer true
your answer true

select the blank


question in case of services whose technical quality can not correctly evaluated ________
used as signal of quality.
correct answer courtesy
your answer credibility

multiple choice single answer


question use of multisite location is used to provide services in case of :-
correct answer bank atms.
your answer bank atms.

multiple choice single answer


question services :-
correct answer can not inventoried.
your answer can not inventoried.

select the blank


question the value of a brand depreciates if there are no inflows in the form of value
________.
correct answer addition
your answer addition

multiple choice multiple answer


question basic theme of strategies required for delivering service as per standard are:-
correct answer hire the right people , provide the needed support system , retain the
best people
your answer hire the right people , provide the needed support system , retain the best people

select the blank


question ________ is the focal point around which an organisation defines how it will
uniquely deliver value to the customer for a point.
correct answer brand
your answer brand

true/false
question services are intangibles.
correct answer true
your answer true

multiple choice multiple answer


question advantages of umbrella brand are:
correct answer capitalisation on one single name , economies of scale on an
international level
your answer capitalisation on one single name , economies of scale on an international level

multiple choice multiple answer


question strategies used to implement a culture of internal service quality are:-
correct answer internal service guarantees , internal customer service audits
your answer internal service guarantees , internal customer service audits

multiple choice single answer


question when companies enter the new markets using the name of one of their existing
brands rather than using a new brand name, this is called :-
correct answer brand extension
your answer brand extension

multiple choice multiple answer


question internal brand culture is composed of:-
correct answer language used , beliefs and attitudes of staff , organisational structure
your answer beliefs and attitudes of staff , organisational structure

multiple choice single answer


question the effectiveness of the service can be judged on the basis of its :-
correct answer outcome.
your answer outcome.

list of attempted questions and answers

multiple choice multiple answer


question advantages of a range brand policy are:-
correct answer focuses on single brand image , creates brand capital , cost of launch is
low
your answer brand opacity , creates brand capital , cost of launch is low

multiple choice single answer


question the molecular model is developed by :-
correct answer lynn shostack.
your answer madam query.

true/false
question appearance of personnel and facilities often have a direct impact on how
consumers perceive that the firm will handle the service aspects of its business.
correct answer true
your answer true

multiple choice multiple answer


question the three overlapping subsystems are :-
correct answer service operations , service delivery , service marketing
your answer service operations , service delivery , service communications

multiple choice single answer


question employee appearance and dress are important dimensions of which service
quality?
correct answer tangibles
your answer tangibles

multiple choice multiple answer


question various uses of the company's physical evidence are:-
correct answer means for differentiation , packaging , socialising
your answer means for differentiation , packaging , designing

multiple choice multiple answer


question factors influencing service pricing are:-
correct answer variablilty of both inputs and outputs , many services are hard to evaluate
, importance of time factor
your answer ownership of services , variablilty of both inputs and outputs , importance of time
factor

multiple choice single answer


question during which stage of 'innovation adoption ' model, the customers are satisfied
and decide to make regular use of the product?
correct answer adoption
your answer adoption

select the blank


question the marketers of services emphasize on tangiblising the ________.
correct answer intangibles
your answer intangibles
true/false
question blue printing offers an excellent way to understand customer's service
experience.
correct answer false
your answer true

multiple choice single answer


question the service marketing triangle have evolved by :-
correct answer mary jo bitner
your answer philip kotler

multiple choice single answer


question in this brand strategy the brand communicates in a generic manner by
developing its unique brand concept :-
correct answer range brand strategy
your answer endorsing brand strategy

select the blank


question increase in service industry is due ________.
correct answer to resource scarcity.
your answer to resource scarcity.

multiple choice multiple answer


question value of a brand is a function of which two factors?
correct answer earnings , strength
your answer earnings , differentiation

multiple choice multiple answer


question research objectives for services are as follows :-
correct answer to identify dissatisfied customers. , to monitor & track service
performance. , to forecast future expectations of customers.
your answer to identify dissatisfied customers. , to monitor & track service performance. , to
forecast future expectations of customers.

multiple choice multiple answer


question brand strength is measured against which key attributes?
correct answer market , leadership , geography
your answer market , leadership , topography

select the blank


question basic element in pr strategy is the preparation of ________.
correct answer press release
your answer press release

true/false
question distributing an innovation to all brands minimises the ability to justify a premium
price for the top innovative brand.
correct answer true
your answer true

match the following


question correct answer your answer

service distribution agreements independent franchising, licensing and financial services


independent franchising, licensing and financial services

example of purchasing space from another provider shopper's stop in a big shopping mall
pedestrian counts

problems with intermediaries difficulty controlling quality and consistency across outlets
difficulty controlling quality and consistency across outlets

channel conflict occurs when service principal and intermediaries are too dependent service
principal and intermediaries are too dependent

select the blank


question customer ________ is essential to building winning brands.
correct answer knowledge
your answer involvement

true/false
question the greater the number of different services a customer purchases from a single
supplier, the closer the relationship.
correct answer true
your answer true

multiple choice single answer


question marketers should understand that zone of tolerance can even fluctuate within the
same person depends upon :-
correct answer the situation
your answer the situation

multiple choice multiple answer


question three horizontal lines of the service blue print are:-
correct answer line of internal interaction , line of interaction , line of visibility
your answer line of internal interaction , line of external interaction , line of visibility

multiple choice multiple answer


question which of the features are on the right side of the brand identity hexagonal prism?
correct answer personality , culture , self image
your answer culture , self image

multiple choice single answer


question which dimension of service equality is highly dependent on employee's ability to
communicate their credibility and to inspire trust and confidence :-
correct answer assurance
your answer responsiveness

multiple choice single answer


question the following is new core products for markets that have not been previously
defined :-
correct answer major service innovations
your answer major product innovations

select the blank


question brand ________ results from the concentrated efforts on a few brands.
correct answer extension
your answer extension

select the blank


question ________ are at the crux of transactions and exchanges between people.
correct answer brands
your answer brand identity

select the blank


question brand's ________ are a measure of potential profitability.
correct answer earnings
your answer earnings

true/false
question re-engineering is one of the most difficult strategies to implement in organisations
that are traditional.
correct answer true
your answer true

true/false
question a multi brand policy can stop any new competitor's entering a market.
correct answer true
your answer true

multiple choice multiple answer


question the examples of backstage failures include :-
correct answer not receiving your course grades , delay in flights , receiving incorrect
hotel bill
your answer not receiving your course grades , delay in flights , receiving incorrect hotel bill

true/false
question the pricing of services is difficult.
correct answer true
your answer true

multiple choice multiple answer


question communities can be created offline through which of the following techniques?
correct answer membership organisations , community based grass root events ,
customer contests
your answer membership organisations , community based grass root events , customer
published web magazines

true/false
question the vandals resort to physical abuse or damage of property.
correct answer true
your answer true

true/false
question the corporate culture must reinforce the brand essence, promise and personality.
correct answer true
your answer true

match the following


question correct answer your answer

definition of value what i get for what i givethe quality i get for the price i pay

setting price to recover full costs cost based pricing what i get for what i give

cable, television, electricity, water, telephone etc regulation and pricing of utility services
regulation and pricing of utility services

alternative to bidding negotiation negotiation

multiple choice single answer


question a fast food outlet refer to following features of services :-
correct answer intangibility.
your answer price sensitivity.

select the blank


question the ________ has no intention of paying is a misbehaving customer.
correct answer thief
your answer supplier

multiple choice single answer


question the clear evident is not possible in case of services like :-
correct answer lawyer.
your answer lawyer.

select the blank


question the purpose of ________ is to project a positive and consistent image to the
public.
correct answer socialisation
your answer socialisation
multiple choice multiple answer
question functions of retail salespersons are:-
correct answer customer contact , stock work , house keeping
your answer customer contact , stock work , wholesale contact

select the blank


question employees response to customer needs & requests is called as ________.
correct answer adaptability.
your answer credibility

select the blank


question there are ________ ways of testing the response to marketing mix variables.
correct answer alternative
your answer three

multiple choice single answer


question the number of interlinked groups that work together in service marketing triangle
are :-
correct answer three
your answer three

multiple choice single answer


question the effectiveness of the service can be judged on the basis of its :-
correct answer outcome.
your answer outcome.

true/false
question advertising and public relations can be effective in encouraging evaluation and
trial.
correct answer false
your answer true

service marketing and brand management

total set- 2

usp unique selling proposition


extraneous factor fantasised identity
brand signals sponsoring, patronage
relationship aspect banks and services

television broadcasting. channel 7.


railroad transportation. konkan railway.
education services. indian institute of management.
retail trade. food world

brand equity measure first recall awareness


customer insights internet
amazon.com for purchasing and finding books
customer brand insistence awareness, relevant differentiation, emotional connection

service distribution agreements independent franchising, licensing and financial


example of purchasing space from another provider shopper's stop in a big shopping mall
problems with intermediaries difficulty controlling quality and consistency across outlets
channel conflict occurs when service principal and intermediaries are too

set -1

question three horizontal lines of the service blue print are:-


correct answer line of internal interaction , line of interaction , line of visibility

question customer ________ is essential to building winning brands.


correct answer knowledge

question the goods can be ________ at one locality and transported for sale in another locality.
correct answer produced

question all marketing activities are essential for :-


correct answer building and maintaining relationships with customers.

question ________ is both the brand's backbone and its tangible added value.
correct answer physique

question nature of service quality is ________.


correct answer multi dimensional

question too much crowding of ads leads to customer ignoring ads or not registering in the
mind.
correct answer true

question this method is used when valuing your own brand image for inclusion in the balance
sheet :-
correct answer historic cost method

question this approach is based on the assumption that all customers can be persuaded by the
same message :-
correct answer selling formula approach

question ________ is the focal point around which an organisation defines how it will uniquely
deliver value to the customer for a point.
correct answer brand

question strategies used to implement a culture of internal service quality are:-


correct answer internal service guarantees , internal customer service audits

question the verbal part of the brand is called :-


correct answer brand name

question reasons for extending a brand are:-


correct answer innovation , adds to image , to defend a brand at risk

question this brand strategy involves the assignment of a particular name to one product only
and one positioning too :-
correct answer product brand strategy
question advantages of umbrella brand are:
correct answer capitalisation on one single name , economies of scale on an international level

question stores add value to the product by following features:-


correct answer free home delivery , gift wrapping , customised advice

question physical possession of a tangible object refers to :-


correct answer goods

question the customers can be ________ to address their needs.


correct answer educated

question services are :-


correct answer not tangible

question appearance of personnel and facilities often have a direct impact on how consumers
perceive that the firm will handle the service aspects of its business.
correct answer true

question it is defined as the positive differential effect that knowing the brand name has on
customer response to the product or service :-
correct answer brand equity

question services can easily stored.


correct answer false

question service pricing strategies are often unsuccessful.


correct answer true

question service failures can happen in several ways like :-


correct answer a delayed flight. , hotel room booked in advance not available. , a surgical
operation wrongly carried out.

question individualized attention given to customers refers to ________.


correct answer empathy

question coupons cannot be printed on the backs of atm receipts.


correct answer false

question it allows the brand to remain up-to-date and demonstrate an increasing urge to detect
and respond to the changes in customer tastes and expectations :-
correct answer innovation

question the solution to inseparability problem is :-


correct answer selecting and training public contact personnel.

question radio & television broadcasting is a service industry because :-


correct answer it can not be touched. , it can not be stored. , it can not be readily displayed.

question brand identity focuses too much on brand appearance and not enough on brand
essence.
correct answer false

question front office automation has also revolutionised the sales function.
correct answer true
question people are emotionally connected to a brand for following reasons:-
correct answer admirable brand , intense brand , unique brand

question loyal customers tend to spend more.


correct answer true

question countries who are members of super brand are:-


correct answer india , hong kong , australia

question neither ________ service nor its supplementary elements are delivered continuously
throughout the duration of service performance.
correct answer core

question gap model says that :-


correct answer close customer gap. , remove discrepancies within organisation. , use the
strategies to drive service excellence.

question the problem with umbrella brand strategy stems from the failure to appreciate its
________.
correct answer demand

question various criteria used in choosing advertising media are:-


correct answer cost , clutter , reach

question extensions can be made in all directions.


correct answer false

question servuction model used to illustrate the factors that influence the service experience
are visible & invisible to customers.
correct answer true

question who the people who produce revenue and build customer relationships for the
company?
correct answer front line employees

question all firms need to be aware of customer expectation of ________.


correct answer reliability

question exhibiting admirable human qualities is especially important for brands during
________.
correct answer crisis

question marketers can have some control over their customer's impressions by :-
correct answer understanding cues.

question it creates a relationship and a strong bond with the customer that grows over time :-
correct answer brand equity

set -2
question service industries who follow traditional practices, service personnel are the
________ on the corporate ladder.
correct answer lowest

question research objectives for services are as follows :-


correct answer to identify dissatisfied customers. , to monitor & track service performance. , to
forecast future expectations of customers.

question physical evidence of the service is located at ________ of the blue print.
correct answer top

question the non personal communication component in service marketing systems are :-
correct answer letters , advertising , signage

question interactive skills training in employees allows to develop what all qualities towards
customer?
correct answer empathetic , courteous , caring

question many companies have adopted the idea that employees are also ________ of the
organisation.
correct answer customers

question which area of blue print encompasses the steps, choices, activities and interactions
that the customer performs in the purchasing, consuming and evaluating the service ?
correct answer the customer action area

question external marketing refers to :-


correct answer making promises.

question this approach involves setting prices relative to financial costs :-


correct answer cost based pricing

question the lower level of service expectation that the customer may be willing to accepted is
termed as :-
correct answer adequate service

question in this brand strategy the brand communicates in a generic manner by developing its
unique brand concept :-
correct answer range brand strategy

question communication dimension of service quality includes :-


correct answer keeping them informed. , simple language to be used. , listening to customers.

question lack of patent protection is applicable for :-


correct answer services

question a strong brand ________ gives relevant, differentiated, purchase motivating benefit to
the target customer
correct answer promise

question which dimension of service equality is highly dependent on employee's ability to


communicate their credibility and to inspire trust and confidence :-
correct answer assurance

question a fast food outlet refer to following features of services :-


correct answer intangibility.

question functions of sales promotion are:-


correct answer adds value , competitive edge , boost sales

question goods can be :-


correct answer standardized.

question brand's ________ is a measure of its reliability of its future earnings.


correct answer strength

question co-creating a brand with it's customers will help the brand continue to thrive.
correct answer true

question following are the examples of style changes :-


correct answer repainting retail branches. , vehicles in new colour schemes. , outfitting service
employees in new uniforms.

question well dressed individuals are perceived as more intelligent, better workers and more
pleasant to engage in interactions.
correct answer true

question one of the methods of motivating the service providing employees is through
________ statement.
correct answer mission

question blue prints can be used to isolate failure points or bottlenecks in the service process
correct answer true

question brand's ________ are a measure of potential profitability.


correct answer earnings

question the quarrelsome refers to those misbehaving customers who quarrel with other
customers or with their own group members.
correct answer false

question one of the greatest benefits of blue printing is ________.


correct answer education

question it is a tool that addresses the challenges of designing and specifying intangible
service processes :-
correct answer service blue printing

question profound customer knowledge is essential to building winning brands


correct answer true

question time, fatigue, negative feelings etc are the ________ costs of service.
correct answer non-financial

question the ________ has no intention of paying is a misbehaving customer.


correct answer thief

question brand ________ results from the concentrated efforts on a few brands.
correct answer extension

question blue printing offers an excellent way to understand customer's service experience.
correct answer false

question what is treated as an element of the extended marketing mix?


correct answer service process

question reasons for customers to buy from virtual stores are :-


correct answer convenience , broad selection , better prices

question the notion of brand image is both volatile and changing.


correct answer true

question relationship research does not involve comprehensive approach on all aspects of
customers relationship with the service.
correct answer false

question the main do's kept in mind in face to face contacts with customers are :-
correct answer smile , look into customer's eye , listening

question reflection provides a model with which to identify.


correct answer true

question brand message provides the framework for overall brand coherence.
correct answer true

question service expectation meetings & reviews techniques of service quality research is
made up of :-
correct answer asking clients what they expect , enquiring the particular aspects of service ,
requesting client to provide ranking as per his requirements

question it involves long hours of standing and working with customers who may not always be
pleasant and can get on one's nerves :-
correct answer retail selling

question the visible components of service operations are :-


correct answer service personnel , equipments , physical facilities

question services :-
correct answer can not inventoried.

skipped/unsolved questions

which of the following are poor differentiators of profitability?


price
product functions
product features
emotional benefits

it is one of the recent concepts in service marketing :-


brand building
brand loyalty
brand identity
brand image

who has written the book on brand management "nets out"?


zeithaml and bitner
brad van auken
sir michael perry
lord puttnan

mental stimulus processing services directed at people's minds are :-


accounting.
psychotherapy.
music concerts.
education.

1. super brands 1. marcel knobil


2. councils of super brands 2. uk, france, germany
3. super brand's juggernaut 3. indonesia, netherlands, portugal
4. infosys 4. uses brand earnings model
5. uses market value method
6. a c neilsen

1. cit methodology 1. collecting critical incidents data.


2. sas 2. satisfied hotel customer.
3. good customer encounter 3. decrease in brand preference.
4. an attention paid to customer by waiter 4. unsatisfied customer.
5. increase in brand loyalty.
6. customer driven airline.

list of attempted questions and answers

multiple choice multiple answer


question various uses of the company's physical evidence are:-
correct answer socialising , means for differentiation , packaging
your answer means for differentiation , packaging , socialising

multiple choice multiple answer


question the value of brand equity is a function of :-
correct answer age of the brand , cumulative advertising , order of entry into the market
your answer age of the brand , cumulative advertising , order of entry into the market

select the blank


question cues such as the ________ that accompany the service.
correct answer tangibles
your answer tangibles

multiple choice single answer


question the molecular model is developed by :-
correct answer lynn shostack.
your answer lynn shostack.

true/false
question front office automation has also revolutionised the sales function.
correct answer true
your answer true

true/false
question distributing an innovation to all brands minimises the ability to justify a premium
price for the top innovative brand.
correct answer true
your answer true

select the blank


question in case of services there is ________ between the service provider and other
customers.
correct answer interconnection
your answer interconnection

select the blank


question ________ are at the crux of transactions and exchanges between people.
correct answer brands
your answer brands

multiple choice multiple answer


question basic theme of strategies required for delivering service as per standard are:-
correct answer hire the right people , provide the needed support system , retain the
best people
your answer hire the right people , provide the needed support system , retain the best people

match the following


question correct answer your answer

television broadcasting. channel 7. channel 7.

railroad transportation. konkan railway. konkan railway.

education services. indian institute of management. indian institute of management.

retail trade. food world. food world.

select the blank


question sometimes employees can give ________ service spontaneously.
correct answer extra
your answer extra

select the blank


question the ________ has no intention of paying is a misbehaving customer.
correct answer thief
your answer thief

select the blank


question ________ helps usage extension.
correct answer co-branding
your answer brand loyalty

multiple choice multiple answer


question what are the visible and external facets of brand identity prism?
correct answer physique , relationship , reflection
your answer physique , relationship , personality

multiple choice single answer


question major process innovations consists of :-
correct answer new process to deliver existing core products in new ways with additional
benefits.
your answer new process to deliver existing core products in new ways with additional
benefits.

multiple choice multiple answer


question following are possessing processing services directed at physical posessions :-
correct answer freight transportation. , repair & maintenance. , warehousing / storage.
your answer freight transportation. , repair & maintenance. , warehousing / storage.

true/false
question services are intangibles.
correct answer true
your answer true

multiple choice multiple answer


question gap model says that :-
correct answer close customer gap. , remove discrepancies within organisation. , use
the strategies to drive service excellence.
your answer close customer gap. , remove discrepancies within organisation. , use the
strategies to drive service excellence.

multiple choice multiple answer


question research objectives for services are as follows :-
correct answer to identify dissatisfied customers. , to monitor & track service
performance. , to forecast future expectations of customers.
your answer to identify dissatisfied customers. , to monitor & track service performance. , to
forecast future expectations of customers.

match the following


question correct answer your answer

service distribution agreements independent franchising, licensing and financial services


independent franchising, licensing and financial services

example of purchasing space from another provider shopper's stop in a big shopping mall
shopper's stop in a big shopping mall

problems with intermediaries difficulty controlling quality and consistency across outlets
difficulty controlling quality and consistency across outlets

channel conflict occurs when service principal and intermediaries are too dependent service
principal and intermediaries are too dependent
true/false
question external brand building is essential to internal brand building.
correct answer false
your answer true

true/false
question the benefit from source brand strategy lies in its ability to provide a two tiered
sense of difference and depth.
correct answer true
your answer true

true/false
question closing the customer gap is not the outcome of gap model.
correct answer false
your answer false

multiple choice multiple answer


question value of a brand is a function of which two factors?
correct answer earnings , strength
your answer earnings , strength

true/false
question control can have negative ramifications within intermediaries.
correct answer true
your answer true

select the blank


question all firms need to be aware of customer expectation of ________.
correct answer reliability
your answer reliability

true/false
question a complex service might be introduced without any formal objective depiction of
the process.
correct answer true
your answer true

select the blank


question educate customers to understand their ________ & perform them better.
correct answer roles
your answer roles

select the blank


question many ________ also sell insurance products and collect commission but are not
normally involved in handling claims.
correct answer banks
your answer banks
multiple choice single answer
question it is used to help decisions on where to locate super markets relative to
prospective customer's homes and work place :-
correct answer retail gravity model
your answer retail gravity model

true/false
question the value of a brand depreciates if there are no inflows in the form of value
addition to the brand.
correct answer true
your answer true

multiple choice single answer


question services are :-
correct answer not tangible
your answer not tangible

multiple choice multiple answer


question people are emotionally connected to a brand for following reasons:-
correct answer admirable brand , intense brand , unique brand
your answer admirable brand , intense brand , unique brand

multiple choice multiple answer


question features of quality service are:-
correct answer reliability , responsiveness , empathetic
your answer reliability , responsiveness , empathetic

multiple choice single answer


question marketers can have some control over their customer's impressions by :-
correct answer understanding cues.
your answer understanding cues.

multiple choice multiple answer


question the tangible clues helps the consumers in :-
correct answer service evaluation , assessing quality of services , the market valuation
of the service provider
your answer service evaluation , assessing quality of services

multiple choice multiple answer


question when firms try to assess their brands portfolio to decide which brands will be
advertised, what considerations it keeps in mind?
correct answer pertinent , innovation , bear diversified products
your answer pertinent , innovation

multiple choice single answer


question it implies that employees will pay attention, listen, adapt and be flexible in
delivering what customers need :-
correct answer empathy
your answer responsiveness

multiple choice single answer


question it is the satisfaction linked to the attractiveness of the brand, to its logo, to its
communication :-
correct answer hedonistic
your answer hedonistic

multiple choice single answer


question personal source of information for services is :-
correct answer friends
your answer friends

multiple choice single answer


question the new retailing models provides information based benefits such as :-
correct answer greater customization.
your answer greater customization.

multiple choice single answer


question the effectiveness of the service can be judged on the basis of its :-
correct answer outcome.
your answer outcome.

multiple choice single answer


question employee appearance and dress are important dimensions of which service
quality?
correct answer tangibles
your answer tangibles

select the blank


question market value of the firm is equal to stock price multiplied by ________.
correct answer number of shares
your answer value of tangible assets

true/false
question identifying the benefits & the attributes are not included in customers requirement
research.
correct answer false
your answer false

select the blank


question the problem with umbrella brand strategy stems from the failure to appreciate its
________.
correct answer demand
your answer demand
multiple choice single answer
question physical possession of a tangible object refers to :-
correct answer goods
your answer goods

list of attempted questions and answers

select the blank


question ________ is both the brand's backbone and its tangible added value.
correct answer physique
your answer physique

multiple choice multiple answer


question advantages of umbrella brand are:
correct answer capitalisation on one single name , economies of scale on an
international level
your answer capitalisation on one single name , economies of scale on an international level

multiple choice multiple answer


question the non personal communication component in service marketing systems are :-
correct answer letters , advertising , signage
your answer letters , advertising , signage

select the blank


question the service offer should first marketed ________ & then service process in action
is observed before it introduced to external market.
correct answer internally
your answer internally

multiple choice multiple answer


question communication dimension of service quality includes :-
correct answer listening to customers. , keeping them informed. , simple language to be
used.
your answer listening to customers. , keeping them informed. , simple language to be used.

true/false
question the value of a brand depreciates if there are no inflows in the form of value
addition to the brand.
correct answer true
your answer true

multiple choice single answer


question it is the brand's verbal, visual and musical attributes :-
correct answer brand style
your answer brand identity

true/false
question critical study are not useful as alternatives to complaint solicitation.
correct answer false
your answer false

multiple choice single answer


question this method is used when valuing your own brand image for inclusion in the
balance sheet :-
correct answer historic cost method
your answer historic cost method

true/false
question the bankrupt run out of cash & end up in default of payment.
correct answer true
your answer true

multiple choice single answer


question it is the outward expression of the brand's inner substance :-
correct answer brand message
your answer brand message

multiple choice multiple answer


question the tangible clues helps the consumers in :-
correct answer service evaluation , assessing quality of services , the market valuation
of the service provider
your answer service evaluation , assessing quality of services , the market valuation of the
service provider

multiple choice single answer


question services :-
correct answer can not inventoried.
your answer can not inventoried.

select the blank


question perishability refers to the service provider's inability to ________.
correct answer inventory services.
your answer inventory services.

match the following


question correct answer your answer

philips umbrella brand policy umbrella brand policy

ariel procter and gamble procter and gamble

food, cosmetics sector range brand policy range brand policy

brand words, symbol, concept, object words, symbol, concept, object

multiple choice multiple answer


question the challenge in many service settings is to design the physical space and
evidence so that it can simultaneously support the needs and preferences of :
correct answer customer , employees
your answer employees , customer

multiple choice single answer


question the verbal part of the brand is called :-
correct answer brand name
your answer brand name

select the blank


question the ________ has a direct impact on the type of service desired and the length of
service.
correct answer customer
your answer customer

select the blank


question sometimes employees can give ________ service spontaneously.
correct answer extra
your answer extra

multiple choice single answer


question perishability of services referred to be that they :-
correct answer can not be saved.
your answer can not be saved.

select the blank


question the ________ has no intention of paying is a misbehaving customer.
correct answer thief
your answer thief

true/false
question the corporate culture must reinforce the brand essence, promise and personality.
correct answer true
your answer true

multiple choice single answer


question which of the communication mix element includes corporate logos?
correct answer corporate design
your answer advertising

true/false
question closing the customer gap is not the outcome of gap model.
correct answer false
your answer true

multiple choice multiple answer


question functions of retail salespersons are:-
correct answer customer contact , stock work , house keeping
your answer customer contact , stock work , house keeping

multiple choice single answer


question lack of patent protection is applicable for :-
correct answer services
your answer services

true/false
question product planners need to include three components in the design of the service
offering.
correct answer true
your answer true

select the blank


question service employees basically perform ________ functions.
correct answer marketing
your answer marketing

match the following


question correct answer your answer
speed and delivery of services is a issue due to heterogeneity nature. heterogeneity nature.

standardization possible solution to heterogeneity of services. possible solution to


heterogeneity of services.

consumer management.possible solution to inseparability of services. possible solution to


inseparability of services.

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

multiple choice multiple answer


question factors influencing service pricing are:-
correct answer variablilty of both inputs and outputs , many services are hard to evaluate
, importance of time factor
your answer variablilty of both inputs and outputs , many services are hard to evaluate ,
importance of time factor

multiple choice multiple answer


question the examples of backstage failures include :-
correct answer not receiving your course grades , delay in flights , receiving incorrect
hotel bill
your answer not receiving your course grades , delay in flights , receiving incorrect hotel bill

multiple choice multiple answer


question reasons for customers to buy from virtual stores are :-
correct answer convenience , broad selection , better prices
your answer convenience , broad selection , better prices

true/false
question service development, design & delivery are intricately intertwined, hence they
should not work together.
correct answer true
your answer true

select the blank


question ________ are useful for adjusting demand and supply fluctuations.
correct answer price promotion
your answer price promotion

multiple choice multiple answer


question what are the social facets of brand identity prism?
correct answer physique , relationship , reflection
your answer physique , relationship , reflection

multiple choice multiple answer


question various uses of the company's physical evidence are:-
correct answer means for differentiation , packaging , socialising
your answer means for differentiation , packaging , socialising

multiple choice single answer


question customer satisfaction is possible if the promises made in services are :-
correct answer consistent & realistic.
your answer consistent & realistic.
true/false
question in service development of new tangible products it involves construction of
product prototypes & testing for consumer acceptance.
correct answer true
your answer true

true/false
question reflection provides a model with which to identify.
correct answer true
your answer true

multiple choice single answer


question adequate service is also known as :-
correct answer lower level of service
your answer upper level of service

select the blank


question many ________ also sell insurance products and collect commission but are not
normally involved in handling claims.
correct answer banks
your answer banks

multiple choice single answer


question the zone of tolerance is a :-
correct answer window of customer service level
your answer window of customer service level

select the blank


question the second objective of commercialization is to monitor ________ aspects of
service during complete service cycle.
correct answer all
your answer all

multiple choice single answer


question when customer interacts with the service company :-
correct answer a service encounter said to have occurred.
your answer a service encounter said to have occurred.

multiple choice single answer


question services are :-
correct answer not tangible
your answer not tangible

multiple choice single answer


question personal source of information for services is :-
correct answer friends
your answer friends

true/false
question two major dimensions of y & r model are: leadership and stability.
correct answer false
your answer false

list of attempted questions and answers


multiple choice multiple answer
question what are the visible and external facets of brand identity prism?
correct answer physique , relationship , reflection
your answer reflection , physique , relationship

multiple choice single answer


question it is today a leading edge indicator of profitability and market share tomorrow :-
correct answer relevant differentiation
your answer relevant differentiation

multiple choice single answer


question it provides the same identifying function for services that a trademark provides for
goods :-
correct answer service mark
your answer generic name

true/false
question promotions reduce the risk of first time purchase for customers and encourages
trial.
correct answer true
your answer true

true/false
question the corporate culture must reinforce the brand essence, promise and personality.
correct answer true
your answer true

select the blank


question the purpose of ________ is to project a positive and consistent image to the
public.
correct answer socialisation
your answer designing

multiple choice single answer


question the new retailing models provides information based benefits such as :-
correct answer greater customization.
your answer greater customization.

select the blank


question the service offer should first marketed ________ & then service process in action
is observed before it introduced to external market.
correct answer internally
your answer internally

multiple choice single answer


question it is a way to expand delivery of an effective service concept to multiple sites
without the level of investment capital :-
correct answer franchising
your answer e-commerce

select the blank


question the customers can be ________ to address their needs.
correct answer educated
your answer educated

match the following


question correct answer your answer

brand words, symbol, concept, object words, symbol, concept, object

philips umbrella brand policy umbrella brand policy

ariel procter and gamble procter and gamble

food, cosmetics sector range brand policy line brand policy

multiple choice single answer


question it is used to help decisions on where to locate super markets relative to
prospective customer's homes and work place :-
correct answer retail gravity model
your answer retail gravity model

multiple choice multiple answer


question blue prints are particularly useful at which stages of service development?
correct answer design , redesign
your answer design , production

true/false
question customers who are attracted by cut-price offers cannot easily be enticed away by
another offer from a competitor.
correct answer false
your answer false

true/false
question levels of customer contact is used as variable in services classification.
correct answer true
your answer true

multiple choice multiple answer


question reasons for customers to buy from virtual stores are :-
correct answer convenience , broad selection , better prices
your answer convenience , broad selection , better prices
true/false
question profound customer knowledge is essential to building winning brands
correct answer true
your answer true

multiple choice multiple answer


question stores add value to the product by following features:-
correct answer free home delivery , gift wrapping , customised advice
your answer free home delivery , gift wrapping , customised advice

select the blank


question channel ________ can occur between service provider and service intermediary.
correct answer conflict
your answer conflict

select the blank


question the ________ of the brand is always stronger than its extensions.
correct answer core
your answer core

multiple choice multiple answer


question reasons for extending a brand are:-
correct answer innovation , adds to image , to defend a brand at risk
your answer innovation , adds to image , to defend a brand at risk

select the blank


question the loss of quality control may also be accompanied by the ________ over
operating costs.
correct answer loss of control
your answer loss of control

multiple choice single answer


question service encounter may takes place between customers and :-
correct answer service employees.
your answer service employees.

true/false
question control can have negative ramifications within intermediaries.
correct answer true
your answer true

select the blank


question ________ is usually specific to a time period, price or customer group.
correct answer sales promotion
your answer sales promotion

multiple choice single answer


question it promises a relevant, differentiated purchase motivating benefit to the target
customer :-
correct answer strong brand
your answer competitor's brand

multiple choice single answer


question numerous forms of communication, collectively referred as the marketing :-
correct answer communication mix
your answer promotion mix

multiple choice single answer


question it is a measure of brand's reliability of its future earnings :-
correct answer strength
your answer leadership

true/false
question services are not patentable.
correct answer true
your answer true

select the blank


question time, fatigue, negative feelings etc are the ________ costs of service.
correct answer non-financial
your answer psychological

multiple choice multiple answer


question brand equity is related to which categories of customers?
correct answer satisfied customer. would incur cost for brand change , customer values
brand and sees it as friend , customer devoted to the brand
your answer customer values brand and sees it as friend , customer devoted to the brand

select the blank


question the ________ as a supply strategy used to assist during peak demand periods.
correct answer part time employees
your answer part time employees

multiple choice single answer


question it survives because it exceeds customer expectations :-
correct answer brand
your answer brand

multiple choice single answer


question these messages often include promises about the benefits that customers will
receive and the quality of service delivery :-
correct answer communication
your answer communication
true/false
question market value method is used when valuing your own brand image for inclusion in
the balance sheet.
correct answer false
your answer false

true/false
question the business strategy in a production line organisation is one of differentiation
and customisation.
correct answer false
your answer true

multiple choice single answer


question selling goods and services through the internet is called :-
correct answer e-commerce
your answer e-commerce

multiple choice single answer


question consumer judges the quality of services on the basis of :-
correct answer outcome was delivered.
your answer outcome was delivered.

multiple choice multiple answer


question various media options available to a service marketer are:-
correct answer magazines , flyers , radio
your answer magazines , flyers , radio

multiple choice multiple answer


question the basic criteria for an effective service research programme includes :-
correct answer qualitative & quantitative research. , expectations & perceptions of
customers. , occurs with appropriate frequency.
your answer qualitative & quantitative research. , expectations & perceptions of customers.

multiple choice multiple answer


question ways to achieve emotional connection towards a brand are:-
correct answer advertising , quality of front line customers , company sponsors
consumer events
your answer advertising , sales promotion , company sponsors consumer events

multiple choice multiple answer


question inseparability of services are described and interpreted differently by different
workers due to :-
correct answer as they require customer participation in production process. ,
performance can not be separated from performers. , person/ equipment can not be separated/
stored.
your answer as they require customer participation in production process. , performance can
not be separated from performers.
select the blank
question the ________ has a direct impact on the type of service desired and the length of
service.
correct answer customer
your answer delivery

match the following


question correct answer your answer

speed and delivery of services is a issue due to heterogeneity nature. heterogeneity nature.

standardization possible solution to heterogeneity of services. possible solution to


heterogeneity of services.

consumer management.possible solution to inseparability of services. possible solution to


inseparability of services.

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

multiple choice single answer


question when the delivery of core product is outsourced to an intermediary, it is called :-
correct answer franchising
your answer pedestrian counts

multiple choice multiple answer


question through brand building mechanism, following are built :-
correct answer brand awareness , confidence , brand equity
your answer brand awareness , confidence , brand equity

list of attempted questions and answers

select the blank


question service industries who follow traditional practices, service personnel are the
________ on the corporate ladder.
correct answer lowest
your answer lowest

multiple choice single answer


question when customer interacts with the service company :-
correct answer a service encounter said to have occurred.
your answer a service encounter said to have occurred.

multiple choice multiple answer


question stores add value to the product by following features:-
correct answer free home delivery , gift wrapping , customised advice
your answer free home delivery , gift wrapping , customised advice
multiple choice single answer
question the zone of tolerance is a :-
correct answer window of customer service level
your answer non customer service level

multiple choice single answer


question it is a measure of brand's reliability of its future earnings :-
correct answer strength
your answer strength

multiple choice single answer


question these messages often include promises about the benefits that customers will
receive and the quality of service delivery :-
correct answer communication
your answer communication

multiple choice multiple answer


question communication dimension of service quality includes :-
correct answer listening to customers. , keeping them informed. , simple language to be
used.
your answer listening to customers. , keeping them informed. , simple language to be used.

multiple choice single answer


question in this brand strategy the brand communicates in a generic manner by
developing its unique brand concept :-
correct answer range brand strategy
your answer range brand strategy

multiple choice multiple answer


question reasons for customers to buy from virtual stores are :-
correct answer convenience , broad selection , better prices
your answer convenience , broad selection , better prices

select the blank


question while purchasing a service, perceived benefits are weighed against the perceived
________.
correct answer costs
your answer costs

multiple choice multiple answer


question the three overlapping subsystems are :-
correct answer service operations , service delivery , service marketing
your answer service operations , service delivery , service marketing

select the blank


question ________ means the set of values feeding the brand's inspiration.
correct answer culture
your answer culture

select the blank


question the service offer should first marketed ________ & then service process in action
is observed before it introduced to external market.
correct answer internally
your answer internally

multiple choice multiple answer


question following are possessing processing services directed at physical posessions :-
correct answer freight transportation. , repair & maintenance. , warehousing / storage.
your answer freight transportation. , repair & maintenance. , warehousing / storage.

multiple choice multiple answer


question advantages of umbrella brand are:
correct answer capitalisation on one single name , economies of scale on an
international level
your answer capitalisation on one single name , economies of scale on an international level

multiple choice single answer


question it is the outward expression of the brand's inner substance :-
correct answer brand message
your answer brand message

select the blank


question the strategy used to reduce fluctuations in demand is to implement ________.
correct answer reservation system.
your answer reservation system.

match the following


question correct answer your answer

issue of airline miles in return for a purchase couponing couponing

face to face communication personal selling personal selling

fund raising, recognition and reward programs public relations advertising

samples, coupons, gifts etc sales promotion sales promotion

select the blank


question ________ are the customers who tell others not to buy the brand from the
company.
correct answer terrorists
your answer terrorists
multiple choice multiple answer
question the main don'ts kept in mind in face to face contacts with customers are :-
correct answer blame the colleagues , show favoritism , promise what you can not
perform
your answer blame the colleagues , show favoritism , promise what you can not perform

multiple choice single answer


question during which stage of 'innovation adoption' model, customers need to be
stimulated to seek information about the brand's uses and features?
correct answer interest
your answer evaluation

multiple choice multiple answer


question the visible components of service operations are :-
correct answer service personnel , equipments , physical facilities
your answer service personnel , equipments , physical facilities

true/false
question servuction model used to illustrate the factors that influence the service
experience are visible & invisible to customers.
correct answer true
your answer true

true/false
question levels of customer contact is used as variable in services classification.
correct answer true
your answer true

multiple choice single answer


question it implies that employees will pay attention, listen, adapt and be flexible in
delivering what customers need :-
correct answer empathy
your answer responsiveness

multiple choice single answer


question it is a way to expand delivery of an effective service concept to multiple sites
without the level of investment capital :-
correct answer franchising
your answer franchising

multiple choice single answer


question service encounter may takes place between customers and :-
correct answer service employees.
your answer service employees.

match the following


question correct answer your answer
service operation service personnel & physical facilities. service personnel & physical
facilities.

servuction model visible & invisible factors visible & invisible factors

fedex corporation all the sides of a triangle well aligned. all the sides of a triangle well
aligned.

the inanimate environment all the non living features of service encounter. all the non living
features of service encounter.

true/false
question advertising and public relations can be effective in encouraging evaluation and
trial.
correct answer false
your answer true

select the blank


question increased service delivery during peak periods is ________ service intensifiers.
correct answer transitory
your answer transitory

select the blank


question performance of services is ________.
correct answer intangible.
your answer intangible.

select the blank


question time, fatigue, negative feelings etc are the ________ costs of service.
correct answer non-financial
your answer non-financial

true/false
question the business strategy in a production line organisation is one of differentiation
and customisation.
correct answer false
your answer false

true/false
question the corporate culture must reinforce the brand essence, promise and personality.
correct answer true
your answer true

true/false
question service industry is a zero growth industry.
correct answer false
your answer false
select the blank
question when customers evaluate competing service, they are comparing the relative
________ value.
correct answer net
your answer net

true/false
question when decisions regarding customer satisfaction are left to the discretion of
employees, there may be inconsistency in the level of service delivered.
correct answer true
your answer true

true/false
question front office automation has also revolutionised the sales function.
correct answer true
your answer true

multiple choice single answer


question consumer judges the quality of services on the basis of :-
correct answer outcome was delivered.
your answer outcome was delivered.

multiple choice multiple answer


question service expectation meetings & reviews techniques of service quality research is
made up of :-
correct answer asking clients what they expect , enquiring the particular aspects of
service , requesting client to provide ranking as per his requirements
your answer asking clients what they expect , enquiring the particular aspects of service ,
requesting client to provide ranking as per his requirements

true/false
question for a retailer, brand is a means and not a necessity.
correct answer true
your answer true

true/false
question reflecting the customer as he or she is the target.
correct answer false
your answer true

true/false
question well dressed individuals are perceived as more intelligent, better workers and
more pleasant to engage in interactions.
correct answer true
your answer true

true/false
question growth in service sector is due to launch of new products.
correct answer true
your answer false

multiple choice multiple answer


question what are the internal facets of brand identity prism?
correct answer personality , culture , self image
your answer personality , culture , self image

multiple choice multiple answer


question blue prints are particularly useful at which stages of service development?
correct answer design , redesign
your answer design , redesign

multiple choice multiple answer


question mental stimulus processing services directed at people's minds are :-
correct answer psychotherapy. , music concerts. , education.
your answer psychotherapy. , music concerts. , education.

list of attempted questions and answers

multiple choice single answer


question during which stage of 'innovation adoption ' model, the customers are satisfied
and decide to make regular use of the product?
correct answer adoption
your answer adoption

multiple choice single answer


question a brand must correspond to only one product. this is called :-
correct answer procterian dogma
your answer innovation

true/false
question stimulus response approach and formula approach takes into consideration
customer questions and individual customer needs.
correct answer false
your answer false

multiple choice single answer


question these messages often include promises about the benefits that customers will
receive and the quality of service delivery :-
correct answer communication
your answer sales promotion

multiple choice multiple answer


question ways to achieve emotional connection towards a brand are:-
correct answer advertising , quality of front line customers , company sponsors
consumer events
your answer quality of front line customers , company sponsors consumer events

multiple choice single answer


question services :-
correct answer can not inventoried.
your answer can not inventoried.

match the following


question correct answer your answer

television broadcasting. channel 7. channel 7.

railroad transportation. konkan railway. konkan railway.

education services. indian institute of management. indian institute of management.

retail trade. food world. food world.

multiple choice multiple answer


question reasons for extending a brand are:-
correct answer innovation , adds to image , to defend a brand at risk
your answer innovation , adds to image , to defend a brand at risk

multiple choice single answer


question augmented product refers to :-
correct answer extended product.
your answer extended product.

multiple choice single answer


question goods can be :-
correct answer standardized.
your answer standardized.

multiple choice multiple answer


question following are the examples of style changes :-
correct answer repainting retail branches. , vehicles in new colour schemes. , outfitting
service employees in new uniforms.
your answer repainting retail branches. , vehicles in new colour schemes. , outfitting service
employees in new uniforms.

multiple choice multiple answer


question emotional loyalty can be brought about in the following ways:-
correct answer personal relationship with the brand , user community
your answer personal relationship with the brand , user community
multiple choice multiple answer
question mental stimulus processing services directed at people's minds are :-
correct answer psychotherapy. , music concerts. , education.
your answer psychotherapy. , music concerts. , education.

multiple choice single answer


question services are :-
correct answer not tangible
your answer not tangible

multiple choice single answer


question it consists of introducing additional items in the same product category under the
same brand :-
correct answer line extension
your answer line extension

select the blank


question the ________ offers an excellent way to understand customer's service
experience.
correct answer flowcharting
your answer flowcharting

multiple choice single answer


question the only way to achieve brand extension is by:-
correct answer renewing the product
your answer introducing new product

true/false
question one of the problem encountered with range product strategy is of brand opacity.
correct answer true
your answer true

match the following


question correct answer your answer

service distribution agreements independent franchising, licensing and financial services


independent franchising, licensing and financial services

example of purchasing space from another provider shopper's stop in a big shopping mall
shopper's stop in a big shopping mall

problems with intermediaries difficulty controlling quality and consistency across outlets
difficulty controlling quality and consistency across outlets

channel conflict occurs when service principal and intermediaries are too dependent service
principal and intermediaries are too dependent

multiple choice multiple answer


question three horizontal lines of the service blue print are:-
correct answer line of internal interaction , line of interaction , line of visibility
your answer line of internal interaction , line of interaction , line of visibility

select the blank


question a multi brand portfolio is required when each brand has its own ________.
correct answer territory
your answer territory

select the blank


question the problem with umbrella brand strategy stems from the failure to appreciate its
________.
correct answer demand
your answer demand

multiple choice single answer


question for services its quality depends on :-
correct answer consumer's perception
your answer consumer's perception

multiple choice single answer


question high contact services tend to be :-
correct answer those in which customer visit the service facility in person.
your answer those in which customer visit the service facility in person.

multiple choice multiple answer


question value of a brand is a function of which two factors?
correct answer earnings , strength
your answer earnings , strength

multiple choice multiple answer


question radio & television broadcasting is a service industry because :-
correct answer it can not be touched. , it can not be stored. , it can not be readily
displayed.
your answer it can not be touched. , it can not be stored. , it can not be readily displayed.

select the blank


question in case of services there is ________ between the service provider and other
customers.
correct answer interconnection
your answer connection

true/false
question market value method is used when valuing your own brand image for inclusion in
the balance sheet.
correct answer false
your answer false
select the blank
question all firms need to be aware of customer expectation of ________.
correct answer reliability
your answer reliability

select the blank


question the loss of quality control may also be accompanied by the ________ over
operating costs.
correct answer loss of control
your answer loss of revenue

multiple choice multiple answer


question advantages of umbrella brand are:
correct answer capitalisation on one single name , economies of scale on an
international level
your answer capitalisation on one single name , economies of scale on an international level

multiple choice single answer


question employee appearance and dress are important dimensions of which service
quality?
correct answer tangibles
your answer tangibles

multiple choice single answer


question which dimension of service equality is highly dependent on employee's ability to
communicate their credibility and to inspire trust and confidence :-
correct answer assurance
your answer responsiveness

true/false
question the quarrelsome refers to those misbehaving customers who quarrel with other
customers or with their own group members.
correct answer false
your answer true

true/false
question profound customer knowledge is essential to building winning brands
correct answer true
your answer true

true/false
question customers who are attracted by cut-price offers cannot easily be enticed away by
another offer from a competitor.
correct answer false
your answer false

multiple choice single answer


question it is one of the recent concepts in service marketing :-
correct answer brand identity
your answer brand identity

multiple choice multiple answer


question advantages of source brand strategy are:-
correct answer products are directly named , ability to provide difference , ability to
provide depth
your answer products are directly named , ability to provide difference , ability to provide depth

multiple choice single answer


question it is a common element that sends a single message amid the wide variety of its
products, actions and slogans :-
correct answer brand identity
your answer brand identity

select the blank


question ________ helps usage extension.
correct answer co-branding
your answer co-branding

true/false
question the greater the number of different services a customer purchases from a single
supplier, the closer the relationship.
correct answer true
your answer true

select the blank


question the value of a brand depreciates if there are no inflows in the form of value
________.
correct answer addition
your answer addition

select the blank


question exhibiting admirable human qualities is especially important for brands during
________.
correct answer crisis
your answer crisis

multiple choice multiple answer


question reasons for growth of service industry are as follows :-
correct answer increase in per capita income. , more leisure time. , increase in health
awareness.
your answer increase in per capita income. , more leisure time. , increase in health
awareness.

true/false
question promotions reduce the risk of first time purchase for customers and encourages
trial.
correct answer true
your answer true

select the blank


question brand's ________ is a measure of its reliability of its future earnings.
correct answer strength
your answer strength

select the blank


question ________ help us in achieving our mission and vision.
correct answer values
your answer values

list of attempted questions and answers

true/false
question service industry is a zero growth industry.
correct answer false
your answer false

select the blank


question service employees basically perform ________ functions.
correct answer marketing
your answer marketing

select the blank


question physical evidence of the service is located at ________ of the blue print.
correct answer top
your answer top

true/false
question the bankrupt run out of cash & end up in default of payment.
correct answer true
your answer true

multiple choice single answer


question the main solution to intangibility of service is :-
correct answer creating a strong brand image of an organization.
your answer creating a strong brand image of an organization.

multiple choice single answer


question it helps to establish how many prospective customers a day pass by certain
locations :-
correct answer pedestrian counts
your answer pedestrian counts
select the blank
question basic element in pr strategy is the preparation of ________.
correct answer press release
your answer press release

true/false
question the firm do not collects & documents complaints from customers.
correct answer false
your answer false

select the blank


question there are ________ ways of testing the response to marketing mix variables.
correct answer alternative
your answer alternative

multiple choice multiple answer


question various value based pricing are:-
correct answer service guarantees , flat rate pricing
your answer service guarantees , flat rate pricing

multiple choice single answer


question this model calculates brand value as the net present value of the earnings the
brand is expected to generate in the future :-
correct answer npv of future earnings
your answer npv of future earnings

select the blank


question many ________ also sell insurance products and collect commission but are not
normally involved in handling claims.
correct answer banks
your answer banks

select the blank


question ________ and education often go hand in hand.
correct answer promotion
your answer selling

multiple choice multiple answer


question the three overlapping subsystems are :-
correct answer service operations , service delivery , service marketing
your answer service operations , service delivery , service marketing

select the blank


question performance of services is ________.
correct answer intangible.
your answer intangible.
select the blank
question in case of services ________ can not be separated from consumption.
correct answer production.
your answer production.

true/false
question product planners need to include three components in the design of the service
offering.
correct answer true
your answer true

select the blank


question the service delivery is concerned with ________, when, & how to deliver service
to customers.
correct answer where
your answer where

multiple choice single answer


question when customer interacts with the service company :-
correct answer a service encounter said to have occurred.
your answer a service encounter said to have occurred.

multiple choice single answer


question "service profit chain" shows the interrelationship between :-
correct answer customer and employee satisfaction
your answer revenue growth and profitability

multiple choice multiple answer


question following are the service sectors :-
correct answer transportation. , tourism. , telephone & telegraph.
your answer transportation. , tourism. , telephone & telegraph.

multiple choice multiple answer


question service failures can happen in several ways like :-
correct answer a delayed flight. , hotel room booked in advance not available. , a
surgical operation wrongly carried out.
your answer a delayed flight. , hotel room booked in advance not available. , a surgical
operation wrongly carried out.

multiple choice single answer


question selling goods and services through the internet is called :-
correct answer e-commerce
your answer e-commerce

select the blank


question increase in service industry is due ________.
correct answer to resource scarcity.
your answer to resource scarcity.

true/false
question the vandals resort to physical abuse or damage of property.
correct answer true
your answer true

multiple choice multiple answer


question brand strength is measured against which key attributes?
correct answer market , leadership , geography
your answer market , leadership , geography

multiple choice single answer


question perishability of services referred to be that they :-
correct answer can not be saved.
your answer can not be saved.

multiple choice single answer


question it describes a product or an item that is actually a brand name but has now
become a part of our standard vocabulary
correct answer generic name
your answer generic name

multiple choice single answer


question strategies for enabling service promises are often referred to as :-
correct answer internal marketing
your answer internal marketing

select the blank


question ________ are the customers who tell others not to buy the brand from the
company.
correct answer terrorists
your answer terrorists

true/false
question a shelf without the favourite market brands is unattractive in the eyes of the
customers.
correct answer true
your answer true

multiple choice multiple answer


question research objectives for services are as follows :-
correct answer to identify dissatisfied customers. , to monitor & track service
performance. , to forecast future expectations of customers.
your answer to identify dissatisfied customers. , to monitor & track service performance. , to
forecast future expectations of customers.
multiple choice multiple answer
question various criteria used in choosing advertising media are:-
correct answer cost , clutter , reach
your answer cost , clutter , reach

multiple choice single answer


question in this method, revenues of an unbranded competing product are deducted from
the revenues of a comparable branded product to establish the premium value of the brand :-
correct answer price premium method
your answer price premium method

multiple choice multiple answer


question countries who are members of super brand are:-
correct answer india , hong kong , australia
your answer india , hong kong , australia

select the blank


question contact employee personifies the ________ in the customer's eye.
correct answer firm
your answer firm

match the following


question correct answer your answer

speed and delivery of services is a issue due to heterogeneity nature. heterogeneity nature.

standardization possible solution to heterogeneity of services. possible solution to


heterogeneity of services.

consumer management.possible solution to inseparability of services. possible solution to


inseparability of services.

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

match the following


question correct answer your answer

part time employee utilization. supply strategy supply strategy

demand strategy creative pricing. creative pricing.

supply strategy capacity sharing. capacity sharing.

development of non peak demand. demand strategy. demand strategy.

select the blank


question the discounted rate is based on the ________ rate.
correct answer risk free
your answer risk free

true/false
question the value of a brand depreciates if there are no inflows in the form of value
addition to the brand.
correct answer true
your answer true

multiple choice multiple answer


question which of the following are poor differentiators of profitability?
correct answer price , product functions , product features
your answer price , product functions , product features

multiple choice multiple answer


question brand equity is related to which categories of customers?
correct answer satisfied customer. would incur cost for brand change , customer values
brand and sees it as friend , customer devoted to the brand
your answer satisfied customer. would incur cost for brand change , customer values brand
and sees it as friend , customer devoted to the brand

multiple choice single answer


question the center of model of customer service expectation made up of :-
correct answer detailed view of expectations
your answer detailed view of expectations

multiple choice multiple answer


question advantages of endorsing brand strategy are:-
correct answer greater freedom of movement , least expensive way of giving substance
to the company name , responsible for the guarantee
your answer greater freedom of movement , least expensive way of giving substance to the
company name , responsible for the guarantee

multiple choice single answer


question during which stage of 'innovation adoption' model, customers need to be
stimulated to seek information about the brand's uses and features?
correct answer interest
your answer interest

true/false
question closing the customer gap is not the outcome of gap model.
correct answer false
your answer false

list of attempted questions and answers

multiple choice multiple answer


question various uses of the company's physical evidence are:-
correct answer socialising , means for differentiation , packaging
your answer means for differentiation , packaging , socialising

multiple choice multiple answer


question the value of brand equity is a function of :-
correct answer age of the brand , cumulative advertising , order of entry into the market
your answer age of the brand , cumulative advertising , order of entry into the market

select the blank


question cues such as the ________ that accompany the service.
correct answer tangibles
your answer tangibles

multiple choice single answer


question the molecular model is developed by :-
correct answer lynn shostack.
your answer lynn shostack.

true/false
question front office automation has also revolutionised the sales function.
correct answer true
your answer true

true/false
question distributing an innovation to all brands minimises the ability to justify a premium
price for the top innovative brand.
correct answer true
your answer true

select the blank


question in case of services there is ________ between the service provider and other
customers.
correct answer interconnection
your answer interconnection

select the blank


question ________ are at the crux of transactions and exchanges between people.
correct answer brands
your answer brands

multiple choice multiple answer


question basic theme of strategies required for delivering service as per standard are:-
correct answer hire the right people , provide the needed support system , retain the
best people
your answer hire the right people , provide the needed support system , retain the best people
match the following
question correct answer your answer

television broadcasting. channel 7. channel 7.

railroad transportation. konkan railway. konkan railway.

education services. indian institute of management. indian institute of management.

retail trade. food world. food world.

select the blank


question sometimes employees can give ________ service spontaneously.
correct answer extra
your answer extra

select the blank


question the ________ has no intention of paying is a misbehaving customer.
correct answer thief
your answer thief

select the blank


question ________ helps usage extension.
correct answer co-branding
your answer brand loyalty

multiple choice multiple answer


question what are the visible and external facets of brand identity prism?
correct answer physique , relationship , reflection
your answer physique , relationship , personality

multiple choice single answer


question major process innovations consists of :-
correct answer new process to deliver existing core products in new ways with additional
benefits.
your answer new process to deliver existing core products in new ways with additional
benefits.

multiple choice multiple answer


question following are possessing processing services directed at physical posessions :-
correct answer freight transportation. , repair & maintenance. , warehousing / storage.
your answer freight transportation. , repair & maintenance. , warehousing / storage.

true/false
question services are intangibles.
correct answer true
your answer true
multiple choice multiple answer
question gap model says that :-
correct answer close customer gap. , remove discrepancies within organisation. , use
the strategies to drive service excellence.
your answer close customer gap. , remove discrepancies within organisation. , use the
strategies to drive service excellence.

multiple choice multiple answer


question research objectives for services are as follows :-
correct answer to identify dissatisfied customers. , to monitor & track service
performance. , to forecast future expectations of customers.
your answer to identify dissatisfied customers. , to monitor & track service performance. , to
forecast future expectations of customers.

match the following


question correct answer your answer

service distribution agreements independent franchising, licensing and financial services


independent franchising, licensing and financial services

example of purchasing space from another provider shopper's stop in a big shopping mall
shopper's stop in a big shopping mall

problems with intermediaries difficulty controlling quality and consistency across outlets
difficulty controlling quality and consistency across outlets

channel conflict occurs when service principal and intermediaries are too dependent service
principal and intermediaries are too dependent

true/false
question external brand building is essential to internal brand building.
correct answer false
your answer true

true/false
question the benefit from source brand strategy lies in its ability to provide a two tiered
sense of difference and depth.
correct answer true
your answer true

true/false
question closing the customer gap is not the outcome of gap model.
correct answer false
your answer false

multiple choice multiple answer


question value of a brand is a function of which two factors?
correct answer earnings , strength
your answer earnings , strength

true/false
question control can have negative ramifications within intermediaries.
correct answer true
your answer true

select the blank


question all firms need to be aware of customer expectation of ________.
correct answer reliability
your answer reliability

true/false
question a complex service might be introduced without any formal objective depiction of
the process.
correct answer true
your answer true

select the blank


question educate customers to understand their ________ & perform them better.
correct answer roles
your answer roles

select the blank


question many ________ also sell insurance products and collect commission but are not
normally involved in handling claims.
correct answer banks
your answer banks

multiple choice single answer


question it is used to help decisions on where to locate super markets relative to
prospective customer's homes and work place :-
correct answer retail gravity model
your answer retail gravity model

true/false
question the value of a brand depreciates if there are no inflows in the form of value
addition to the brand.
correct answer true
your answer true

multiple choice single answer


question services are :-
correct answer not tangible
your answer not tangible

multiple choice multiple answer


question people are emotionally connected to a brand for following reasons:-
correct answer admirable brand , intense brand , unique brand
your answer admirable brand , intense brand , unique brand

multiple choice multiple answer


question features of quality service are:-
correct answer reliability , responsiveness , empathetic
your answer reliability , responsiveness , empathetic

multiple choice single answer


question marketers can have some control over their customer's impressions by :-
correct answer understanding cues.
your answer understanding cues.

multiple choice multiple answer


question the tangible clues helps the consumers in :-
correct answer service evaluation , assessing quality of services , the market valuation
of the service provider
your answer service evaluation , assessing quality of services

multiple choice multiple answer


question when firms try to assess their brands portfolio to decide which brands will be
advertised, what considerations it keeps in mind?
correct answer pertinent , innovation , bear diversified products
your answer pertinent , innovation

multiple choice single answer


question it implies that employees will pay attention, listen, adapt and be flexible in
delivering what customers need :-
correct answer empathy
your answer responsiveness

multiple choice single answer


question it is the satisfaction linked to the attractiveness of the brand, to its logo, to its
communication :-
correct answer hedonistic
your answer hedonistic

multiple choice single answer


question personal source of information for services is :-
correct answer friends
your answer friends

multiple choice single answer


question the new retailing models provides information based benefits such as :-
correct answer greater customization.
your answer greater customization.
multiple choice single answer
question the effectiveness of the service can be judged on the basis of its :-
correct answer outcome.
your answer outcome.

multiple choice single answer


question employee appearance and dress are important dimensions of which service
quality?
correct answer tangibles
your answer tangibles

select the blank


question market value of the firm is equal to stock price multiplied by ________.
correct answer number of shares
your answer value of tangible assets

true/false
question identifying the benefits & the attributes are not included in customers requirement
research.
correct answer false
your answer false

select the blank


question the problem with umbrella brand strategy stems from the failure to appreciate its
________.
correct answer demand
your answer demand

multiple choice single answer


question physical possession of a tangible object refers to :-
correct answer goods
your answer goods

multiple choice multiple answer


question what are the social facets of brand identity prism?
correct answer physique , relationship , reflection
your answer physique , relationship , reflection

true/false
question appearance of personnel and facilities often have a direct impact on how
consumers perceive that the firm will handle the service aspects of its business.
correct answer true
your answer true

multiple choice multiple answer


question countries who are members of super brand are:-
correct answer india , hong kong , australia
your answer india , hong kong , australia

multiple choice single answer


question services are :-
correct answer not tangible
your answer not tangible

multiple choice multiple answer


question the various sources of mass media are :-
correct answer radio , television , newspapers and magazines
your answer radio , television , newspapers and magazines

multiple choice multiple answer


question following are the people processing services directed at people's bodies :-
correct answer health care. , lodging. , barbers.
your answer health care. , lodging. , barbers.

multiple choice single answer


question the number of interlinked groups that work together in service marketing triangle
are :-
correct answer three
your answer three

select the blank


question the ________ model used to illustrate the factors that influence the service
experience.
correct answer servuction
your answer servuction

multiple choice multiple answer


question the fluctuating demand of services can be overcome by :-
correct answer peak load pricing , motivating non peak consumption , in house
alternative services
your answer peak load pricing , motivating non peak consumption , in house alternative
services

select the blank


question ________ can be effective in generating awareness and interest.
correct answer advertising
your answer selling

true/false
question the benefit from source brand strategy lies in its ability to provide a two tiered
sense of difference and depth.
correct answer true
your answer true
multiple choice single answer
question the level of service the customers hope to receive the level of performance
wished for is called as :-
correct answer desired service
your answer desired service

true/false
question servuction model used to illustrate the factors that influence the service
experience are visible & invisible to customers.
correct answer true
your answer true

multiple choice single answer


question for services its quality depends on :-
correct answer consumer's perception
your answer consumer's perception

select the blank


question exhibiting admirable human qualities is especially important for brands during
________.
correct answer crisis
your answer crisis

multiple choice single answer


question in this brand strategy the brand communicates in a generic manner by
developing its unique brand concept :-
correct answer range brand strategy
your answer range brand strategy

multiple choice multiple answer


question the sources of customer expectations consists of :-
correct answer sales promises. , pricing. , advertising.
your answer pricing. , advertising. , sales promises.

multiple choice single answer


question goods can be :-
correct answer standardized.
your answer standardized.

multiple choice multiple answer


question research objectives for services are as follows :-
correct answer to identify dissatisfied customers. , to monitor & track service
performance. , to forecast future expectations of customers.
your answer to identify dissatisfied customers. , to monitor & track service performance. , to
forecast future expectations of customers.
select the blank
question when customers evaluate competing service, they are comparing the relative
________ value.
correct answer net
your answer net

multiple choice single answer


question which brand strategy has the ability to provide a two tiered sense of difference
and depth?
correct answer source brand strategy
your answer source brand strategy

multiple choice multiple answer


question internal brand culture is composed of:-
correct answer language used , beliefs and attitudes of staff , organisational structure
your answer language used , beliefs and attitudes of staff , organisational structure

select the blank


question added value, brand identity and an effective product, these three characteristics
are ________ in nature.
correct answer multiplicative
your answer multiplicative

multiple choice single answer


question the difference between the two levels of expectations is called as :-
correct answer the zone of tolerance
your answer the zone of tolerance

true/false
question internal procedures must support quality service performance.
correct answer true
your answer true

multiple choice single answer


question the service marketing triangle have evolved by :-
correct answer mary jo bitner
your answer mary jo bitner

select the blank


question ________ help us in achieving our mission and vision.
correct answer values
your answer values

true/false
question the interbrand approach measures the consumer's perception of the brand which
is critical for marketing decision making.
correct answer false
your answer false
select the blank
question ________ means the set of values feeding the brand's inspiration.
correct answer culture
your answer culture

match the following


question correct answer your answer

usp unique selling proposition unique selling proposition

extraneous factor fantasised identity fantasised identity

brand signals sponsoring, patronage sponsoring, patronage

relationship aspect banks and services banks and services

true/false
question brand stature is a combination of esteem and knowledge.
correct answer true
your answer true

multiple choice single answer


question it is a measure of brand's reliability of its future earnings :-
correct answer strength
your answer strength

true/false
question empathy is non ability to provide caring individualized attention the firm provides
its customers.
correct answer false
your answer false

multiple choice single answer


question it is a set of tasks that combine to compose the processes needed to create and
deliver the service :-
correct answer activity
your answer activity

true/false
question a strong company name attached to a new product, transfers positive association
and provides confidence and incentive to trial.
correct answer true
your answer true

select the blank


question ________ helps usage extension.
correct answer co-branding
your answer brand extension

select the blank


question a service firm can also expand its supply of a service through use of ________.
correct answer third parties.
your answer third parties.

multiple choice single answer


question eventually a firm goes out of business because it :-
correct answer can't do a decent job on the core elements.
your answer can't do a decent job on the core elements.

select the blank


question a multi brand portfolio is required when each brand has its own ________.
correct answer territory
your answer territory

multiple choice single answer


question numerous forms of communication, collectively referred as the marketing :-
correct answer communication mix
your answer communication mix

true/false
question service pricing strategies are often unsuccessful.
correct answer true
your answer true

match the following


question correct answer your answer

the inanimate environment all the non living features of service encounter. all the non living
features of service encounter.

service operation service personnel & physical facilities. service personnel & physical
facilities.

servuction model visible & invisible factors visible & invisible factors

fedex corporation all the sides of a triangle well aligned. all the sides of a triangle well
aligned.

multiple choice single answer


question services :-
correct answer can not inventoried.
your answer can not inventoried.
multiple choice multiple answer
question stores add value to the product by following features:-
correct answer free home delivery , gift wrapping , customised advice
your answer free home delivery , gift wrapping , customised advice

true/false
question stimulus response approach and formula approach takes into consideration
customer questions and individual customer needs.
correct answer false
your answer false

multiple choice multiple answer


question three horizontal lines of the service blue print are:-
correct answer line of internal interaction , line of interaction , line of visibility
your answer line of internal interaction , line of interaction , line of visibility

multiple choice multiple answer


question advantages of endorsing brand strategy are:-
correct answer greater freedom of movement , least expensive way of giving substance
to the company name , responsible for the guarantee
your answer greater freedom of movement , least expensive way of giving substance to the
company name , responsible for the guarantee

list of attempted questions and answers

true/false
question reflection provides a model with which to identify.
correct answer true
your answer true

select the blank


question in case of services ________ can not be separated from consumption.
correct answer production.
your answer selling.

true/false
question two major dimensions of y & r model are: leadership and stability.
correct answer false
your answer true

select the blank


question the loss of quality control may also be accompanied by the ________ over
operating costs.
correct answer loss of control
your answer loss of revenue

match the following


question correct answer your answer

service distribution agreements independent franchising, licensing and financial services


independent franchising, licensing and financial services

example of purchasing space from another provider shopper's stop in a big shopping mall
shopper's stop in a big shopping mall

problems with intermediaries difficulty controlling quality and consistency across outlets
difficulty controlling quality and consistency across outlets

channel conflict occurs when service principal and intermediaries are too dependent service
principal and intermediaries are too dependent

multiple choice single answer


question for services its quality depends on :-
correct answer consumer's perception
your answer consumer's perception

multiple choice multiple answer


question service skills and interactive training is required for:-
correct answer supporting the staff , front line employee , managers
your answer supporting the staff , front line employee , managers

multiple choice single answer


question goods can be :-
correct answer standardized.
your answer simultaneously produced & consumed.

multiple choice single answer


question strategies for enabling service promises are often referred to as :-
correct answer internal marketing
your answer vertical marketing

select the blank


question ________ is both the brand's backbone and its tangible added value.
correct answer physique
your answer physique

multiple choice single answer


question high contact services tend to be :-
correct answer those in which customer visit the service facility in person.
your answer those in which customer visit the service facility in person.

select the blank


question sometimes employees can give ________ service spontaneously.
correct answer extra
your answer extra
multiple choice multiple answer
question the main do's kept in mind in face to face contacts with customers are :-
correct answer smile , look into customer's eye , listening
your answer smile , look into customer's eye , listening

multiple choice multiple answer


question following are the service sectors :-
correct answer transportation. , tourism. , telephone & telegraph.
your answer tourism. , telephone & telegraph.

select the blank


question increase in service industry is due ________.
correct answer to resource scarcity.
your answer to resource scarcity.

multiple choice single answer


question it creates a relationship and a strong bond with the customer that grows over
time :-
correct answer brand equity
your answer brand loyalty

multiple choice single answer


question services are :-
correct answer not tangible
your answer not tangible

select the blank


question the problem with umbrella brand strategy stems from the failure to appreciate its
________.
correct answer demand
your answer quality

multiple choice multiple answer


question reasons for growth of service industry are as follows :-
correct answer increase in per capita income. , more leisure time. , increase in health
awareness.
your answer increase in per capita income. , increase in health awareness.

true/false
question for services all three marketing activities represented by the sides of triangle are
critical to success.
correct answer true
your answer true

multiple choice multiple answer


question following are the examples of style changes :-
correct answer repainting retail branches. , vehicles in new colour schemes. , outfitting
service employees in new uniforms.
your answer repainting retail branches. , vehicles in new colour schemes. , outfitting service
employees in new uniforms.

multiple choice multiple answer


question the challenge in many service settings is to design the physical space and
evidence so that it can simultaneously support the needs and preferences of :
correct answer customer , employees
your answer manufacturer , customer

multiple choice multiple answer


question following are the people processing services directed at people's bodies :-
correct answer health care. , lodging. , barbers.
your answer health care. , lodging. , barbers.

multiple choice multiple answer


question radio & television broadcasting is a service industry because :-
correct answer it can not be touched. , it can not be stored. , it can not be readily
displayed.
your answer it can not be touched. , it can not be readily displayed.

multiple choice single answer


question the effectiveness of the service can be judged on the basis of its :-
correct answer outcome.
your answer outcome.

multiple choice single answer


question the solution to inseparability problem is :-
correct answer selecting and training public contact personnel.
your answer selecting and training public contact personnel.

select the blank


question the ________ has made world wide brand building easier.
correct answer internet
your answer internet

multiple choice single answer


question jan carlzon the former ceo of sas made his firm from operation driven to :-
correct answer customer driven airline.
your answer marketing driven airline.

select the blank


question customer ________ is essential to building winning brands.
correct answer knowledge
your answer involvement
true/false
question product planners need to include three components in the design of the service
offering.
correct answer true
your answer true

select the blank


question ________ is the focal point around which an organisation defines how it will
uniquely deliver value to the customer for a point.
correct answer brand
your answer marketing

true/false
question responsiveness does refers to non willingness to help customers.
correct answer false
your answer false

true/false
question relationship research does not involve comprehensive approach on all aspects of
customers relationship with the service.
correct answer false
your answer false

true/false
question a complex service might be introduced without any formal objective depiction of
the process.
correct answer true
your answer false

true/false
question there is an ambiguity between the roles of the principal and its intermediaries
when 'empowerment' is the chosen strategy.
correct answer true
your answer true

multiple choice multiple answer


question value of a brand is a function of which two factors?
correct answer earnings , strength
your answer strength , relevance

multiple choice multiple answer


question through brand building mechanism, following are built :-
correct answer brand awareness , confidence , brand equity
your answer brand awareness , brand equity

multiple choice single answer


question the main solution to intangibility of service is :-
correct answer creating a strong brand image of an organization.
your answer personal contact.

true/false
question horizontal extension of a brand is less of a handicap than vertical extension by
which brands try to cover all levels of quality and status.
correct answer true
your answer true

select the blank


question the ________ elements forms service delivery system.
correct answer visible
your answer known

select the blank


question the extensive use of physical evidence varies by the ________.
correct answer service type
your answer service type

match the following


question correct answer your answer

access does the airline have 24 hour toll free phone number? does the airline have 24 hour
toll free phone number?

customer gap focus of the gap model focus of the gap model

credibility does hospital have a good reputation? does hospital have a good reputation?

security is it safe to use the banks atms at night? is it safe to use the banks atms at night?

multiple choice single answer


question services :-
correct answer can not inventoried.
your answer can be displayed.

multiple choice single answer


question marketers should understand that zone of tolerance can even fluctuate within the
same person depends upon :-
correct answer the situation
your answer the situation

multiple choice single answer


question lack of patent protection is applicable for :-
correct answer services
your answer services

multiple choice single answer


question it describes a product or an item that is actually a brand name but has now
become a part of our standard vocabulary
correct answer generic name
your answer logo

multiple choice single answer


question perishability of services referred to be that they :-
correct answer can not be saved.
your answer can be stored.

list of attempted questions and answers

multiple choice single answer


question it links resource expenses to the variety and complexity of products produced :-
correct answer abc
your answer abc

multiple choice multiple answer


question value of a brand is a function of which two factors?
correct answer earnings , strength
your answer earnings , strength

select the blank


question performance of services is ________.
correct answer intangible.
your answer intangible.

multiple choice single answer


question the skill and knowledge necessary to do the job is :-
correct answer service competencies
your answer service competencies

select the blank


question in case of services ________ can not be separated from consumption.
correct answer production.
your answer production.

true/false
question gap model is developed by zeithaml & bitner.
correct answer true
your answer true

select the blank


question service employees basically perform ________ functions.
correct answer marketing
your answer personnel
multiple choice single answer
question it is estimating the total financial value of the brand :-
correct answer brand valuation
your answer brand valuation

multiple choice single answer


question it is defined as the positive differential effect that knowing the brand name has on
customer response to the product or service :-
correct answer brand equity
your answer brand equity

multiple choice multiple answer


question emotional loyalty can be brought about in the following ways:-
correct answer personal relationship with the brand , user community
your answer personal relationship with the brand , user community

multiple choice multiple answer


question the challenge in many service settings is to design the physical space and
evidence so that it can simultaneously support the needs and preferences of :
correct answer customer , employees
your answer customer , employer , employees

multiple choice multiple answer


question following has brought changes in the way people now shop a days :-
correct answer computers , internet
your answer catalogues , internet , malls

true/false
question front office automation has also revolutionised the sales function.
correct answer true
your answer true

select the blank


question perishability refers to the service provider's inability to ________.
correct answer inventory services.
your answer inventory services.

multiple choice multiple answer


question interactive skills training in employees allows to develop what all qualities
towards customer?
correct answer empathetic , courteous , caring
your answer empathetic , courteous , caring

multiple choice single answer


question when technical quality of services can not be evaluated easily customers depend
on their :-
correct answer own cues.
your answer own perception.

multiple choice multiple answer


question front end planning involves :-
correct answer business strategy development. , idea generation. , business analysis.
your answer business strategy development. , idea generation. , business analysis.

match the following


question correct answer your answer

television broadcasting. channel 7. channel 7.

railroad transportation. konkan railway. konkan railway.

education services. indian institute of management. indian institute of management.

retail trade. food world. food world.

multiple choice single answer


question this brand strategy reinforces the selling price of the brand and creates a strong
brand image :-
correct answer line brand strategy
your answer line brand strategy

select the blank


question every service encounter has its share of ________ customers.
correct answer misbehaving
your answer misbehaving

multiple choice single answer


question it is a measure of brand's potential profitability :-
correct answer earnings
your answer earnings

select the blank


question the ________ model used to illustrate the factors that influence the service
experience.
correct answer servuction
your answer servuction

select the blank


question increase in service industry is due ________.
correct answer to resource scarcity.
your answer to resource scarcity.

multiple choice single answer


question marketers can have some control over their customer's impressions by :-
correct answer understanding cues.
your answer understanding cues.

true/false
question service industry is a zero growth industry.
correct answer false
your answer false

multiple choice single answer


question this approach is based on the assumption that all customers can be persuaded
by the same message :-
correct answer selling formula approach
your answer selling formula approach

match the following


question correct answer your answer

service distribution agreements independent franchising, licensing and financial services


independent franchising, licensing and financial services

example of purchasing space from another provider shopper's stop in a big shopping mall
shopper's stop in a big shopping mall

problems with intermediaries difficulty controlling quality and consistency across outlets
difficulty controlling quality and consistency across outlets

channel conflict occurs when service principal and intermediaries are too dependent service
principal and intermediaries are too dependent

select the blank


question brand ________ results from the concentrated efforts on a few brands.
correct answer extension
your answer loyalty

select the blank


question ________ is both the brand's backbone and its tangible added value.
correct answer physique
your answer physique

true/false
question stimulus response approach and formula approach takes into consideration
customer questions and individual customer needs.
correct answer false
your answer false

multiple choice multiple answer


question advantages of a range brand policy are:-
correct answer focuses on single brand image , creates brand capital , cost of launch is
low
your answer creates brand capital , cost of launch is low , focuses on single brand image

true/false
question services are deeds and efforts.
correct answer true
your answer false

select the blank


question in case of services whose technical quality can not correctly evaluated ________
used as signal of quality.
correct answer courtesy
your answer credibility

multiple choice multiple answer


question names of customer relationship building approaches are:-
correct answer financial benefits , structural ties , social benefits
your answer social benefits , cultural benefits

multiple choice multiple answer


question what are the internal facets of brand identity prism?
correct answer personality , culture , self image
your answer personality , culture , self image

multiple choice multiple answer


question following are possessing processing services directed at physical posessions :-
correct answer freight transportation. , repair & maintenance. , warehousing / storage.
your answer freight transportation. , repair & maintenance. , warehousing / storage.

select the blank


question nature of service quality is ________.
correct answer multi dimensional
your answer multi dimensional

select the blank


question the second objective of commercialization is to monitor ________ aspects of
service during complete service cycle.
correct answer all
your answer all

true/false
question a multi brand policy can stop any new competitor's entering a market.
correct answer true
your answer true

multiple choice single answer


question it is a set of tasks that combine to compose the processes needed to create and
deliver the service :-
correct answer activity
your answer activity

select the blank


question contact employee personifies the ________ in the customer's eye.
correct answer firm
your answer culture

true/false
question the interbrand approach measures the consumer's perception of the brand which
is critical for marketing decision making.
correct answer false
your answer false

multiple choice single answer


question the main solution to intangibility of service is :-
correct answer creating a strong brand image of an organization.
your answer creating a strong brand image of an organization.

multiple choice multiple answer


question advantages of a generalist approach are:-
correct answer maximises advertising synergy , customer loyalty , allows for existence of
two separate dealers
your answer maximises advertising synergy , customer loyalty

multiple choice single answer


question the services lacks of :-
correct answer service inventories.
your answer service inventories.

true/false
question service development, design & delivery are intricately intertwined, hence they
should not work together.
correct answer true
your answer false

multiple choice multiple answer


question following are the examples of style changes :-
correct answer repainting retail branches. , vehicles in new colour schemes. , outfitting
service employees in new uniforms.
your answer repainting retail branches. , vehicles in new colour schemes. , outfitting service
employees in new uniforms.

list of attempted questions and answers


multiple choice multiple answer
question types of competition based pricing are:-
correct answer price leadership , negotiation
your answer price leadership , negotiation

true/false
question a strong company name attached to a new product, transfers positive association
and provides confidence and incentive to trial.
correct answer true
your answer true

multiple choice single answer


question high contact services tend to be :-
correct answer those in which customer visit the service facility in person.
your answer those in which customer visit the service facility in person.

multiple choice multiple answer


question the visible components of service operations are :-
correct answer service personnel , equipments , physical facilities
your answer service personnel , equipments , physical facilities

multiple choice multiple answer


question following are the service sectors :-
correct answer transportation. , tourism. , telephone & telegraph.
your answer transportation. , tourism.

match the following


question correct answer your answer

service distribution agreements independent franchising, licensing and financial services


independent franchising, licensing and financial services

example of purchasing space from another provider shopper's stop in a big shopping mall
shopper's stop in a big shopping mall

problems with intermediaries difficulty controlling quality and consistency across outlets
difficulty controlling quality and consistency across outlets

channel conflict occurs when service principal and intermediaries are too dependent service
principal and intermediaries are too dependent

multiple choice single answer


question services faces difficulties in :-
correct answer displaying
your answer fabricating

multiple choice multiple answer


question front end planning involves :-
correct answer business strategy development. , idea generation. , business analysis.
your answer business strategy development. , idea generation. , business analysis.

multiple choice multiple answer


question through brand building mechanism, following are built :-
correct answer brand awareness , confidence , brand equity
your answer brand awareness , brand equity

multiple choice single answer


question it links resource expenses to the variety and complexity of products produced :-
correct answer abc
your answer abc

true/false
question servuction model used to illustrate the factors that influence the service
experience are visible & invisible to customers.
correct answer true
your answer true

true/false
question product planners need to include three components in the design of the service
offering.
correct answer true
your answer true

multiple choice multiple answer


question various media options available to a service marketer are:-
correct answer magazines , flyers , radio
your answer magazines , flyers , radio

true/false
question the pricing of services is difficult.
correct answer true
your answer false

select the blank


question many ________ also sell insurance products and collect commission but are not
normally involved in handling claims.
correct answer banks
your answer banks

multiple choice multiple answer


question reasons for growth of service industry are as follows :-
correct answer increase in per capita income. , more leisure time. , increase in health
awareness.
your answer increase in per capita income. , more leisure time. , increase in health
awareness.
select the blank
question increased service delivery during peak periods is ________ service intensifiers.
correct answer transitory
your answer reliable

multiple choice single answer


question for services its quality depends on :-
correct answer consumer's perception
your answer consumer's perception

select the blank


question market research used to determine ________ of derived service expectations &
their requirements.
correct answer sources
your answer reliability

multiple choice multiple answer


question radio & television broadcasting is a service industry because :-
correct answer it can not be touched. , it can not be stored. , it can not be readily
displayed.
your answer it can not be touched. , it can not be stored. , it can not be readily displayed.

true/false
question for a retailer, brand is a means and not a necessity.
correct answer true
your answer true

multiple choice single answer


question strategies for enabling service promises are often referred to as :-
correct answer internal marketing
your answer internal marketing

multiple choice single answer


question a legally protected brand name or brand mark is called :-
correct answer trademark
your answer trademark

select the blank


question performance of services is ________.
correct answer intangible.
your answer intangible.

select the blank


question neither ________ service nor its supplementary elements are delivered
continuously throughout the duration of service performance.
correct answer core
your answer core

true/false
question the vandals resort to physical abuse or damage of property.
correct answer true
your answer true

multiple choice single answer


question goods can be :-
correct answer standardized.
your answer standardized.

select the blank


question in case of services ________ can not be separated from consumption.
correct answer production.
your answer selling.

multiple choice single answer


question the molecular model is developed by :-
correct answer lynn shostack.
your answer lynn shostack.

select the blank


question the problem with umbrella brand strategy stems from the failure to appreciate its
________.
correct answer demand
your answer demand

true/false
question the firm do not collects & documents complaints from customers.
correct answer false
your answer false

true/false
question re-engineering is one of the most difficult strategies to implement in organisations
that are traditional.
correct answer true
your answer true

match the following


question correct answer your answer

television broadcasting. channel 7. channel 7.

railroad transportation. konkan railway. konkan railway.

education services. indian institute of management. indian institute of management.


retail trade. food world. food world.

multiple choice single answer


question services are :-
correct answer not tangible
your answer not tangible

true/false
question profound customer knowledge is essential to building winning brands
correct answer true
your answer true

select the blank


question in case of services whose technical quality can not correctly evaluated ________
used as signal of quality.
correct answer courtesy
your answer credibility

multiple choice single answer


question use of multisite location is used to provide services in case of :-
correct answer bank atms.
your answer bank atms.

multiple choice single answer


question services :-
correct answer can not inventoried.
your answer can not inventoried.

select the blank


question the value of a brand depreciates if there are no inflows in the form of value
________.
correct answer addition
your answer addition

multiple choice multiple answer


question basic theme of strategies required for delivering service as per standard are:-
correct answer hire the right people , provide the needed support system , retain the
best people
your answer hire the right people , provide the needed support system , retain the best people

select the blank


question ________ is the focal point around which an organisation defines how it will
uniquely deliver value to the customer for a point.
correct answer brand
your answer brand
true/false
question services are intangibles.
correct answer true
your answer true

multiple choice multiple answer


question advantages of umbrella brand are:
correct answer capitalisation on one single name , economies of scale on an
international level
your answer capitalisation on one single name , economies of scale on an international level

multiple choice multiple answer


question strategies used to implement a culture of internal service quality are:-
correct answer internal service guarantees , internal customer service audits
your answer internal service guarantees , internal customer service audits

multiple choice single answer


question when companies enter the new markets using the name of one of their existing
brands rather than using a new brand name, this is called :-
correct answer brand extension
your answer brand extension

multiple choice multiple answer


question internal brand culture is composed of:-
correct answer language used , beliefs and attitudes of staff , organisational structure
your answer beliefs and attitudes of staff , organisational structure

multiple choice single answer


question the effectiveness of the service can be judged on the basis of its :-
correct answer outcome.
your answer outcome.

list of attempted questions and answers

multiple choice multiple answer


question advantages of a range brand policy are:-
correct answer focuses on single brand image , creates brand capital , cost of launch is
low
your answer brand opacity , creates brand capital , cost of launch is low

multiple choice single answer


question the molecular model is developed by :-
correct answer lynn shostack.
your answer madam query.

true/false
question appearance of personnel and facilities often have a direct impact on how
consumers perceive that the firm will handle the service aspects of its business.
correct answer true
your answer true

multiple choice multiple answer


question the three overlapping subsystems are :-
correct answer service operations , service delivery , service marketing
your answer service operations , service delivery , service communications

multiple choice single answer


question employee appearance and dress are important dimensions of which service
quality?
correct answer tangibles
your answer tangibles

multiple choice multiple answer


question various uses of the company's physical evidence are:-
correct answer means for differentiation , packaging , socialising
your answer means for differentiation , packaging , designing

multiple choice multiple answer


question factors influencing service pricing are:-
correct answer variablilty of both inputs and outputs , many services are hard to evaluate
, importance of time factor
your answer ownership of services , variablilty of both inputs and outputs , importance of time
factor

multiple choice single answer


question during which stage of 'innovation adoption ' model, the customers are satisfied
and decide to make regular use of the product?
correct answer adoption
your answer adoption

select the blank


question the marketers of services emphasize on tangiblising the ________.
correct answer intangibles
your answer intangibles

true/false
question blue printing offers an excellent way to understand customer's service
experience.
correct answer false
your answer true

multiple choice single answer


question the service marketing triangle have evolved by :-
correct answer mary jo bitner
your answer philip kotler
multiple choice single answer
question in this brand strategy the brand communicates in a generic manner by
developing its unique brand concept :-
correct answer range brand strategy
your answer endorsing brand strategy

select the blank


question increase in service industry is due ________.
correct answer to resource scarcity.
your answer to resource scarcity.

multiple choice multiple answer


question value of a brand is a function of which two factors?
correct answer earnings , strength
your answer earnings , differentiation

multiple choice multiple answer


question research objectives for services are as follows :-
correct answer to identify dissatisfied customers. , to monitor & track service
performance. , to forecast future expectations of customers.
your answer to identify dissatisfied customers. , to monitor & track service performance. , to
forecast future expectations of customers.

multiple choice multiple answer


question brand strength is measured against which key attributes?
correct answer market , leadership , geography
your answer market , leadership , topography

select the blank


question basic element in pr strategy is the preparation of ________.
correct answer press release
your answer press release

true/false
question distributing an innovation to all brands minimises the ability to justify a premium
price for the top innovative brand.
correct answer true
your answer true

match the following


question correct answer your answer

service distribution agreements independent franchising, licensing and financial services


independent franchising, licensing and financial services

example of purchasing space from another provider shopper's stop in a big shopping mall
pedestrian counts
problems with intermediaries difficulty controlling quality and consistency across outlets
difficulty controlling quality and consistency across outlets

channel conflict occurs when service principal and intermediaries are too dependent service
principal and intermediaries are too dependent

select the blank


question customer ________ is essential to building winning brands.
correct answer knowledge
your answer involvement

true/false
question the greater the number of different services a customer purchases from a single
supplier, the closer the relationship.
correct answer true
your answer true

multiple choice single answer


question marketers should understand that zone of tolerance can even fluctuate within the
same person depends upon :-
correct answer the situation
your answer the situation

multiple choice multiple answer


question three horizontal lines of the service blue print are:-
correct answer line of internal interaction , line of interaction , line of visibility
your answer line of internal interaction , line of external interaction , line of visibility

multiple choice multiple answer


question which of the features are on the right side of the brand identity hexagonal prism?
correct answer personality , culture , self image
your answer culture , self image

multiple choice single answer


question which dimension of service equality is highly dependent on employee's ability to
communicate their credibility and to inspire trust and confidence :-
correct answer assurance
your answer responsiveness

multiple choice single answer


question the following is new core products for markets that have not been previously
defined :-
correct answer major service innovations
your answer major product innovations

select the blank


question brand ________ results from the concentrated efforts on a few brands.
correct answer extension
your answer extension

select the blank


question ________ are at the crux of transactions and exchanges between people.
correct answer brands
your answer brand identity

select the blank


question brand's ________ are a measure of potential profitability.
correct answer earnings
your answer earnings

true/false
question re-engineering is one of the most difficult strategies to implement in organisations
that are traditional.
correct answer true
your answer true

true/false
question a multi brand policy can stop any new competitor's entering a market.
correct answer true
your answer true

multiple choice multiple answer


question the examples of backstage failures include :-
correct answer not receiving your course grades , delay in flights , receiving incorrect
hotel bill
your answer not receiving your course grades , delay in flights , receiving incorrect hotel bill

true/false
question the pricing of services is difficult.
correct answer true
your answer true

multiple choice multiple answer


question communities can be created offline through which of the following techniques?
correct answer membership organisations , community based grass root events ,
customer contests
your answer membership organisations , community based grass root events , customer
published web magazines

true/false
question the vandals resort to physical abuse or damage of property.
correct answer true
your answer true
true/false
question the corporate culture must reinforce the brand essence, promise and personality.
correct answer true
your answer true

match the following


question correct answer your answer

definition of value what i get for what i givethe quality i get for the price i pay

setting price to recover full costs cost based pricing what i get for what i give

cable, television, electricity, water, telephone etc regulation and pricing of utility services
regulation and pricing of utility services

alternative to bidding negotiation negotiation

multiple choice single answer


question a fast food outlet refer to following features of services :-
correct answer intangibility.
your answer price sensitivity.

select the blank


question the ________ has no intention of paying is a misbehaving customer.
correct answer thief
your answer supplier

multiple choice single answer


question the clear evident is not possible in case of services like :-
correct answer lawyer.
your answer lawyer.

select the blank


question the purpose of ________ is to project a positive and consistent image to the
public.
correct answer socialisation
your answer socialisation

multiple choice multiple answer


question functions of retail salespersons are:-
correct answer customer contact , stock work , house keeping
your answer customer contact , stock work , wholesale contact

select the blank


question employees response to customer needs & requests is called as ________.
correct answer adaptability.
your answer credibility
select the blank
question there are ________ ways of testing the response to marketing mix variables.
correct answer alternative
your answer three

multiple choice single answer


question the number of interlinked groups that work together in service marketing triangle
are :-
correct answer three
your answer three

multiple choice single answer


question the effectiveness of the service can be judged on the basis of its :-
correct answer outcome.
your answer outcome.

true/false
question advertising and public relations can be effective in encouraging evaluation and
trial.
correct answer false
your answer true

You might also like