Services Marketing and Brand Management - 4

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