Service Marketing and Brand Management - 6

This solved paper of has been contributed by Ravi Kumar

THANKS TO : Ravi Kumar
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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

Services Marketing and Brand Management - 5

LIST OF ATTEMPTED QUESTIONS AND ANSWERS
Select The Blank
Question Increase in service industry is due ________.
Correct Answer To resource scarcity.
Your Answer To resource scarcity.
True/False
Question Closing the customer gap is not the outcome of Gap Model.
Correct Answer False
Your Answer False
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 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
True/False
Question Internal procedures must support quality service performance.
Correct Answer True
Your Answer True
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
Multiple Choice Single Answer
Question The external marketing efforts of a company makes promises to its customers
regarding their :-
Correct Answer Expectation and delivery of services.
Your Answer Expectation and delivery of services.

True/False
Question The inanimate environment do not constitutes of all the non living features
that are present in the service encounter.
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
Select The Blank
Question The scope & ________ of the service marketing system vary sharply from
one firm to other.
Correct Answer Structure
Your Answer Structure
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 , Quality of front line customers , Company sponsors consumer
events
Multiple Choice Single Answer
Question The services lacks of :-
Correct Answer Service inventories.
Your Answer Service inventories.
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
True/False
Question Blue prints can be used to isolate failure points or bottlenecks in the service
process
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
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 Through brand building mechanism, following are built :-
Correct Answer Brand awareness , Confidence , Brand equity
Your Answer Brand equity , Brand awareness , Confidence
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
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.
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
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
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 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 Single Answer
Question Which of the following concepts questions how time will affect the unique and
permanent quality of the sender or the brand?
Correct Answer Brand identity
Your Answer Brand identity
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 , Advertising
Select The Blank
Question Brand ________ results from the concentrated efforts on a few brands.
Correct Answer Extension
Your Answer Loyalty
Select The Blank
Question ________ help us in achieving our mission and vision.
Correct Answer Values
Your Answer Goals

Multiple Choice Single Answer
Question This brand strategy involves the assignment of a particular name to one
product only and one positioning too :-
Correct Answer Product brand strategy
Your Answer Product brand strategy
Multiple Choice Single Answer
Question What does 'H' in CHAOS mean?
Correct Answer Havoc
Your Answer Havoc
Multiple Choice Single Answer
Question D in AIDA stands for :-
Correct Answer Desire
Your Answer Desire
Select The Blank
Question There are ________ ways of testing the response to marketing mix variables.
Correct Answer Alternative
Your Answer Alternative
True/False
Question The classic concept of Branding differentiates the history of the brand from
the reality of the brand.
Correct Answer False
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 Vehicles in new colour schemes. , Outfitting service employees in new
uniforms.
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.
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 Various value based pricing are:-
Correct Answer Service guarantees , Flat rate pricing
Your Answer Service guarantees , Flat rate pricing , Price bids
Select The Blank
Question ________ can be effective in generating awareness and interest.
Correct Answer Advertising
Your Answer Advertising
Select The Blank
Question Exhibiting admirable human qualities is especially important for brands during
________.
Correct Answer Crisis
Your Answer Crisis
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
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 ________ is the main focus of brand advertising.
Correct Answer Personality
Your Answer Personality

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 A legally protected brand name or brand mark is called :-
Correct Answer Trademark
Your Answer Trademark
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 Growth in service sector is due to launch of new products.
Correct Answer True
Your Answer False
Select The Blank
Question Physical evidence of the service is located at ________ of the blue print.
Correct Answer Top
Your Answer Top
Multiple Choice Single Answer
Question The interest of employee's in doing service related work which is reflected in
their attitude towards serving customers is known as :-
Correct Answer Service inclination
Your Answer Service orientation

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