service marketing and brand management

382
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

Transcript of service marketing and brand management

Page 1: service marketing and brand management

LIST OF ATTEMPTED QUESTIONS AND ANSWERS Multiple Choice Single Answer Question It is an alliance made visible :- Correct Answer Co branding Your Answer Co branding True/False Question Consumers differ as to which service/product attributes they see as important and pay the most attention to the brands that will deliver the sought benefits. Correct Answer True Your Answer True Multiple Choice Multiple Answer Question Advantages of a Range brand policy are:- Correct Answer Creates brand capital , Cost of launch is low , Focuses on single brand image Your Answer Creates brand capital , Cost of launch is low , Focuses on single brand image Select The Blank Question Employees response to customer needs & requests is called as ________. Correct Answer Adaptability. Your Answer Adaptability.

True/False Question Coupons cannot be printed on the backs of ATM receipts. Correct Answer False Your Answer True Multiple Choice Single Answer Question It is a concept that serves to offset the limitations of postponing and to monitor the means of expression, the unity and durability of a brand :- Correct Answer Brand identity Your Answer Brand identity Multiple Choice Multiple Answer Question The important aspects of tangible dimension of Quality are:- Correct Answer Employee appearance , Dress Your Answer Employee appearance , Dress True/False Question Goods are sold first and then produced and consumed simultaneously. Correct Answer False Your Answer False Match The FollowingQuestion Correct Answer Your Answer

Page 2: service marketing and brand management

Application of service blue print Computer systems analysis Top down and bottom up approach

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

Service processElement of extended marketing mix Element of extended marketing mix

Service are Intangibles Intangibles

Match The FollowingQuestion Correct Answer Your Answer

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

Servuction Model Visible & invisible factors Visible & invisible factors

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

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

True/False Question The benefit from source brand strategy lies in its ability to provide a two tiered sense of difference and depth. Correct Answer True Your Answer True Multiple Choice Multiple Answer Question Research objectives for services are as follows :- Correct Answer To identify dissatisfied customers. , To monitor & track service performance. , To forecast future expectations of customers. Your Answer To identify dissatisfied customers. , To monitor & track service performance. , To identify satisfied customers. Multiple Choice Multiple Answer Question Incontrollable factors by which services marketers can influence customers are as follows :- Correct Answer Enduring service intensifiers. , Transitory service intensifiers. , Personal needs. Your Answer Enduring service intensifiers. , Transitory service intensifiers. , Personal needs. True/False Question Frontline employees are key to a brand's success. Correct Answer True Your Answer True Select The Blank Question The service delivery is concerned with ________, when, & how to deliver service to customers.

Page 3: service marketing and brand management

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

Page 4: service marketing and brand management

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

Page 5: service marketing and brand management

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

Page 6: service marketing and brand management

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

Page 7: service marketing and brand management

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

Page 8: service marketing and brand management

Multiple Choice Multiple Answer Question CIT study helpful in :- Correct Answer Finding opportunities for future improvement. , Redesigning service delivery system. , To make more customer centric service firm Your Answer Finding opportunities for future improvement. , Redesigning service delivery system. , To make more customer centric service firm Multiple Choice Single Answer Question It refers to the way in which certain groups decode all of the signals emanating from the product, services and communication covered by the brand :- Correct Answer Brand image Your Answer Brand identity Multiple Choice Single Answer Question This method is used when valuing your own brand image for inclusion in the balance sheet :- Correct Answer Historic cost method Your Answer NPV of future earnings True/False Question A brand should strive to create a sense of community. Correct Answer True Your Answer True Match The FollowingQuestion Correct Answer Your Answer

Tangibles Dress, employee appearance Dress, employee appearance

Employee motivation Mission statement Social skill, Likeability

Empowerment Authority to employee Authority to employee

Service orientation Social skill, Likeability Mission statement

True/False Question The business strategy in a production line organisation is one of Differentiation and Customisation. Correct Answer False Your Answer False True/False Question Appearance of personnel and facilities often have a direct impact on how consumers perceive that the firm will handle the service aspects of its business. Correct Answer True Your Answer True

Page 9: service marketing and brand management

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

Page 10: service marketing and brand management

Match The FollowingQuestion Correct Answer Your Answer

Infosys Uses brand earnings model Uses brand earnings model

Super brands Marcel Knobil Marcel Knobil

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

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

Multiple Choice Multiple Answer Question Service blue print supports which approaches to quality improvement? Correct Answer Top down , Bottom up Your Answer Left to Right , Right to Left Select The Blank Question The second objective of commercialization is to monitor ________ aspects of service during complete service cycle. Correct Answer All Your Answer All True/False Question A shelf without the favourite market brands is unattractive in the eyes of the customers. Correct Answer True Your Answer True True/False Question Services can easily stored. Correct Answer False Your Answer False Multiple Choice Multiple Answer Question The main do's kept in mind in face to face contacts with customers are :- Correct Answer Smile , Look into customer's eye , Listening Your Answer Smile , Look into customer's eye , Listening Select The Blank Question Perishability refers to the service provider's inability to ________. Correct Answer Inventory services. Your Answer Inventory services. Select The Blank Question Customer ________ is essential to building winning brands. Correct Answer Knowledge Your Answer Involvement

Page 11: service marketing and brand management

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

Page 12: service marketing and brand management

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.

Page 13: service marketing and brand management

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

Page 14: service marketing and brand management

'empowerment' is the chosen strategy. Correct Answer True Your Answer True Select The Blank Question ________ is the main focus of brand advertising. Correct Answer Personality Your Answer Self image Multiple Choice Single Answer Question It is the satisfaction linked attractiveness of the brand in its relationship with society :- Correct Answer Ethical Your Answer Idealistic Select The Blank Question ________ is usually specific to a time period, price or customer group. Correct Answer Sales promotion Your Answer Sales promotion Multiple Choice Multiple Answer Question Stores add value to the product by following features:- Correct Answer Free home delivery , Gift wrapping , Customised advice Your Answer Free home delivery , Gift wrapping , Customised advice Multiple Choice Single Answer Question It is the satisfaction linked to the attractiveness of the brand, to its logo, to its communication :- Correct Answer Hedonistic Your Answer Hedonistic Match The FollowingQuestion Correct Answer Your Answer

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

Face to face communication Personal selling Personal selling

Fund raising, recognition and reward programs Public relations Advertising

Samples, coupons, gifts etc Sales promotion Couponing

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

Page 15: service marketing and brand management

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

Page 16: service marketing and brand management

True/False Question The pricing of services is difficult. Correct Answer True Your Answer True Multiple Choice Multiple Answer Question Controllable factors by which services marketers can influence customers are as follows :- Correct Answer Explicit service promises. , Implicit service promises. , Avoid engaging in price. Your Answer Explicit service promises. , Implicit service promises. , Avoid engaging in price. Multiple Choice Single Answer Question Major Process Innovations consists of :- Correct Answer New process to deliver existing core products in new ways with additional benefits. Your Answer New process to deliver existing core products in new ways with additional benefits. True/False Question Too much crowding of ads leads to customer ignoring ads or not registering in the mind. Correct Answer True Your Answer True Match The FollowingQuestion Correct Answer Your Answer

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

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

SAS Customer driven airline. Customer driven airline.

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

Select The Blank Question ________ provides a basis for identifying and assessing cost, revenue and capital invested in each element of the service. Correct Answer Service blue print Your Answer Support process Multiple Choice Multiple Answer Question Mental stimulus processing services directed at people's minds are :- Correct Answer Psychotherapy. , Music concerts. , Education. Your Answer Psychotherapy. , Music concerts. , Education. Multiple Choice Single Answer Question It links resource expenses to the variety and complexity of products produced :- Correct Answer ABC

Page 17: service marketing and brand management

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

Page 18: service marketing and brand management

Multiple Choice Multiple Answer Question Types of competition based pricing are:- Correct Answer Price leadership , Negotiation Your Answer Price leadership , Negotiation True/False Question A strong company name attached to a new product, transfers positive association and provides confidence and incentive to trial. Correct Answer True Your Answer True Multiple Choice Single Answer Question High contact services tend to be :- Correct Answer Those in which customer visit the service facility in person. Your Answer Those in which customer visit the service facility in person. Multiple Choice Multiple Answer Question The visible components of service operations are :- Correct Answer Service personnel , Equipments , Physical facilities Your Answer Service personnel , Equipments , Physical facilities Multiple Choice Multiple Answer Question Following are the service sectors :- Correct Answer Transportation. , Tourism. , Telephone & Telegraph. Your Answer Transportation. , Tourism. Match The FollowingQuestion Correct Answer Your Answer

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

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

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

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

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

Page 19: service marketing and brand management

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.

Page 20: service marketing and brand management

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

Page 21: service marketing and brand management

True/False Question The vandals resort to physical abuse or damage of property. Correct Answer True Your Answer True Multiple Choice Single Answer Question Goods can be :- Correct Answer Standardized. Your Answer Standardized. Select The Blank Question In case of services ________ can not be separated from consumption. Correct Answer Production. Your Answer Selling. Multiple Choice Single Answer Question The Molecular Model is developed by :- Correct Answer Lynn Shostack. Your Answer Lynn Shostack. Select The Blank Question The problem with umbrella brand strategy stems from the failure to appreciate its ________. Correct Answer Demand Your Answer Demand True/False Question The firm do not collects & documents complaints from customers. Correct Answer False Your Answer False True/False Question Re-engineering is one of the most difficult strategies to implement in organisations that are traditional. Correct Answer True Your Answer True Match The FollowingQuestion Correct Answer Your Answer

Television Broadcasting. Channel 7. Channel 7.

Railroad Transportation.Konkan Railway. Konkan Railway.

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

Retail Trade. Food World. Food World.

Page 22: service marketing and brand management

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

Page 23: service marketing and brand management

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.

Page 24: service marketing and brand management

Multiple Choice Multiple Answer Question The visible components of service operations are :- Correct Answer Service personnel , Equipments , Physical facilities Your Answer Service personnel , Equipments , Physical facilities Multiple Choice Multiple Answer Question Following are the service sectors :- Correct Answer Transportation. , Tourism. , Telephone & Telegraph. Your Answer Transportation. , Tourism. Match The FollowingQuestion Correct Answer Your Answer

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

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

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

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

Multiple Choice Single Answer Question Services faces difficulties in :- Correct Answer Displaying Your Answer Fabricating Multiple Choice Multiple Answer Question Front end planning involves :- Correct Answer Business Strategy Development. , Idea Generation. , Business Analysis. Your Answer Business Strategy Development. , Idea Generation. , Business Analysis. Multiple Choice Multiple Answer Question Through brand building mechanism, following are built :- Correct Answer Brand awareness , Confidence , Brand equity Your Answer Brand awareness , Brand equity Multiple Choice Single Answer Question It links resource expenses to the variety and complexity of products produced :- Correct Answer ABC Your Answer ABC True/False Question Servuction Model used to illustrate the factors that influence the service experience are

Page 25: service marketing and brand management

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

Page 26: service marketing and brand management

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

Page 27: service marketing and brand management

Question The Molecular Model is developed by :- Correct Answer Lynn Shostack. Your Answer Lynn Shostack. Select The Blank Question The problem with umbrella brand strategy stems from the failure to appreciate its ________. Correct Answer Demand Your Answer Demand True/False Question The firm do not collects & documents complaints from customers. Correct Answer False Your Answer False True/False Question Re-engineering is one of the most difficult strategies to implement in organisations that are traditional. Correct Answer True Your Answer True Match The FollowingQuestion Correct Answer Your Answer

Television Broadcasting. Channel 7. Channel 7.

Railroad Transportation.Konkan Railway. Konkan Railway.

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

Retail Trade. Food World. Food World.

Multiple Choice Single Answer Question Services are :- Correct Answer Not tangible Your Answer Not tangible True/False Question Profound customer knowledge is essential to building winning brands Correct Answer True Your Answer True Select The Blank Question In case of services whose technical quality can not correctly evaluated ________ used as signal of quality. Correct Answer Courtesy Your Answer Credibility

Page 28: service marketing and brand management

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

Page 29: service marketing and brand management

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

Page 30: service marketing and brand management

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

Page 31: service marketing and brand management

Multiple Choice Single Answer Question It is the outward expression of the brand's inner substance :- Correct Answer Brand message Your Answer Brand message Select The Blank Question The strategy used to reduce fluctuations in demand is to implement ________. Correct Answer Reservation system. Your Answer Reservation system. Match The FollowingQuestion Correct Answer Your Answer

Issue of Airline miles in return for a purchase Couponing Couponing

Face to face communication Personal selling Personal selling

Fund raising, recognition and reward programs Public relations Advertising

Samples, coupons, gifts etc Sales promotion Sales promotion

Select The Blank Question ________ are the customers who tell others not to buy the brand from the company. Correct Answer Terrorists Your Answer Terrorists Multiple Choice Multiple Answer Question The main don'ts kept in mind in face to face contacts with customers are :- Correct Answer Blame the colleagues , Show favoritism , Promise what you can not perform Your Answer Blame the colleagues , Show favoritism , Promise what you can not perform Multiple Choice Single Answer Question During which stage of 'Innovation Adoption' model, customers need to be stimulated to seek information about the brand's uses and features? Correct Answer Interest Your Answer Evaluation Multiple Choice Multiple Answer Question The visible components of service operations are :- Correct Answer Service personnel , Equipments , Physical facilities Your Answer Service personnel , Equipments , Physical facilities True/False Question Servuction Model used to illustrate the factors that influence the service experience are visible & invisible to customers. Correct Answer True

Page 32: service marketing and brand management

Your Answer True True/False Question Levels of customer contact is used as variable in services classification. Correct Answer True Your Answer True Multiple Choice Single Answer Question It implies that employees will pay attention, listen, adapt and be flexible in delivering what customers need :- Correct Answer Empathy Your Answer Responsiveness Multiple Choice Single Answer Question It is a way to expand delivery of an effective service concept to multiple sites without the level of investment capital :- Correct Answer Franchising Your Answer Franchising Multiple Choice Single Answer Question Service encounter may takes place between customers and :- Correct Answer Service employees. Your Answer Service employees. Match The FollowingQuestion Correct Answer Your Answer

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

Servuction Model Visible & invisible factors Visible & invisible factors

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

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

True/False Question Advertising and public relations can be effective in encouraging evaluation and trial. Correct Answer False Your Answer True Select The Blank Question Increased service delivery during peak periods is ________ service intensifiers. Correct Answer Transitory Your Answer Transitory Select The Blank

Page 33: service marketing and brand management

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.

Page 34: service marketing and brand management

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

Page 35: service marketing and brand management

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

Page 36: service marketing and brand management

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

Page 37: service marketing and brand management

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

Page 38: service marketing and brand management

True/False Question The interbrand approach measures the consumer's perception of the brand which is critical for marketing decision making. Correct Answer False Your Answer False Select The Blank Question ________ means the set of values feeding the brand's inspiration. Correct Answer Culture Your Answer Culture Match The FollowingQuestion Correct Answer Your Answer

USP Unique selling proposition Unique selling proposition

Extraneous factor Fantasised identity Fantasised identity

Brand signals Sponsoring, patronage Sponsoring, patronage

Relationship aspect Banks and services Banks and services

True/False Question Brand stature is a combination of esteem and knowledge. Correct Answer True Your Answer True Multiple Choice Single Answer Question It is a measure of brand's reliability of its future earnings :- Correct Answer Strength Your Answer Strength True/False Question Empathy is non ability to provide caring individualized attention the firm provides its customers. Correct Answer False Your Answer False Multiple Choice Single Answer Question It is a set of tasks that combine to compose the processes needed to create and deliver the service :- Correct Answer Activity Your Answer Activity True/False Question A strong company name attached to a new product, transfers positive association and

Page 39: service marketing and brand management

provides confidence and incentive to trial. Correct Answer True Your Answer True Select The Blank Question ________ helps usage extension. Correct Answer Co-branding Your Answer Brand extension Select The Blank Question A service firm can also expand its supply of a service through use of ________. Correct Answer Third parties. Your Answer Third parties. Multiple Choice Single Answer Question Eventually a firm goes out of business because it :- Correct Answer Can't do a decent job on the core elements. Your Answer Can't do a decent job on the core elements. Select The Blank Question A multi brand portfolio is required when each brand has its own ________. Correct Answer Territory Your Answer Territory Multiple Choice Single Answer Question Numerous forms of communication, collectively referred as the marketing :- Correct Answer Communication mix Your Answer Communication mix True/False Question Service pricing strategies are often unsuccessful. Correct Answer True Your Answer True Match The FollowingQuestion Correct Answer Your Answer

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

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

Servuction Model Visible & invisible factors Visible & invisible factors

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

Multiple Choice Single Answer

Page 40: service marketing and brand management

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.

Page 41: service marketing and brand management

Correct Answer Loss of control Your Answer Loss of revenue Match The FollowingQuestion Correct Answer Your Answer

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

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

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

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

Multiple Choice Single Answer Question For services its quality depends on :- Correct Answer Consumer's Perception Your Answer Consumer's Perception Multiple Choice Multiple Answer Question Service skills and interactive training is required for:- Correct Answer Supporting the staff , Front line employee , Managers Your Answer Supporting the staff , Front line employee , Managers Multiple Choice Single Answer Question Goods can be :- Correct Answer Standardized. Your Answer Simultaneously produced & consumed. Multiple Choice Single Answer Question Strategies for enabling service promises are often referred to as :- Correct Answer Internal marketing Your Answer Vertical marketing Select The Blank Question ________ is both the brand's backbone and its tangible added value. Correct Answer Physique Your Answer Physique Multiple Choice Single Answer Question High contact services tend to be :- Correct Answer Those in which customer visit the service facility in person. Your Answer Those in which customer visit the service facility in person.

Page 42: service marketing and brand management

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

Page 43: service marketing and brand management

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

Page 44: service marketing and brand management

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

Page 45: service marketing and brand management

Question The main solution to intangibility of service is :- Correct Answer Creating a strong brand image of an organization. Your Answer Personal contact. True/False Question Horizontal extension of a brand is less of a handicap than vertical extension by which brands try to cover all levels of quality and status. Correct Answer True Your Answer True Select The Blank Question The ________ elements forms service delivery system. Correct Answer Visible Your Answer Known Select The Blank Question The extensive use of physical evidence varies by the ________. Correct Answer Service type Your Answer Service type Match The FollowingQuestion Correct Answer Your Answer

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

Customer Gap Focus of the Gap ModelFocus of the Gap Model

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

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

Multiple Choice Single Answer Question Services :- Correct Answer Can not inventoried. Your Answer Can be displayed. Multiple Choice Single Answer Question Marketers should understand that zone of tolerance can even fluctuate within the same person depends upon :- Correct Answer The situation Your Answer The situation Multiple Choice Single Answer Question Lack of patent protection is applicable for :- Correct Answer Services Your Answer Services

Page 46: service marketing and brand management

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

Page 47: service marketing and brand management

Multiple Choice Single Answer Question The new retailing models provides information based benefits such as :- Correct Answer Greater customization. Your Answer Greater customization. Select The Blank Question The service offer should first marketed ________ & then service process in action is observed before it introduced to external market. Correct Answer Internally Your Answer Internally Multiple Choice Single Answer Question It is a way to expand delivery of an effective service concept to multiple sites without the level of investment capital :- Correct Answer Franchising Your Answer E-Commerce Select The Blank Question The customers can be ________ to address their needs. Correct Answer Educated Your Answer Educated Match The FollowingQuestion Correct Answer Your Answer

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

Philips Umbrella brand policy Umbrella brand policy

Ariel Procter and Gamble Procter and Gamble

Food, cosmetics sector Range brand policy Line brand policy

Multiple Choice Single Answer Question It is used to help decisions on where to locate super markets relative to prospective customer's homes and work place :- Correct Answer Retail gravity model Your Answer Retail gravity model Multiple Choice Multiple Answer Question Blue prints are particularly useful at which stages of service development? Correct Answer Design , Redesign Your Answer Design , Production True/False Question Customers who are attracted by cut-price offers cannot easily be enticed away by another offer from a competitor. Correct Answer False

Page 48: service marketing and brand management

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.

Page 49: service marketing and brand management

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

Page 50: service marketing and brand management

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

Page 51: service marketing and brand management

events Your Answer Advertising , Sales promotion , Company sponsors consumer events Multiple Choice Multiple Answer Question Inseparability of services are described and interpreted differently by different workers due to :- Correct Answer As they require customer participation in production process. , Performance can not be separated from performers. , Person/ equipment can not be separated/ stored. Your Answer As they require customer participation in production process. , Performance can not be separated from performers. Select The Blank Question The ________ has a direct impact on the type of service desired and the length of service. Correct Answer Customer Your Answer Delivery Match The FollowingQuestion Correct Answer Your Answer

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

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

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

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

Multiple Choice Single Answer Question When the delivery of core product is outsourced to an intermediary, it is called :- Correct Answer Franchising Your Answer Pedestrian counts Multiple Choice Multiple Answer Question Through brand building mechanism, following are built :- Correct Answer Brand awareness , Confidence , Brand equity Your Answer Brand awareness , Confidence , Brand equity

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

Page 52: service marketing and brand management

True/False Question A strong company name attached to a new product, transfers positive association and provides confidence and incentive to trial. Correct Answer True Your Answer True Multiple Choice Single Answer Question High contact services tend to be :- Correct Answer Those in which customer visit the service facility in person. Your Answer Those in which customer visit the service facility in person. Multiple Choice Multiple Answer Question The visible components of service operations are :- Correct Answer Service personnel , Equipments , Physical facilities Your Answer Service personnel , Equipments , Physical facilities Multiple Choice Multiple Answer Question Following are the service sectors :- Correct Answer Transportation. , Tourism. , Telephone & Telegraph. Your Answer Transportation. , Tourism. Match The FollowingQuestion Correct Answer Your Answer

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

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

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

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

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

Page 53: service marketing and brand management

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

Page 54: service marketing and brand management

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

Page 55: service marketing and brand management

Multiple Choice Single Answer Question Goods can be :- Correct Answer Standardized. Your Answer Standardized. Select The Blank Question In case of services ________ can not be separated from consumption. Correct Answer Production. Your Answer Selling. Multiple Choice Single Answer Question The Molecular Model is developed by :- Correct Answer Lynn Shostack. Your Answer Lynn Shostack. Select The Blank Question The problem with umbrella brand strategy stems from the failure to appreciate its ________. Correct Answer Demand Your Answer Demand True/False Question The firm do not collects & documents complaints from customers. Correct Answer False Your Answer False True/False Question Re-engineering is one of the most difficult strategies to implement in organisations that are traditional. Correct Answer True Your Answer True Match The FollowingQuestion Correct Answer Your Answer

Television Broadcasting. Channel 7. Channel 7.

Railroad Transportation.Konkan Railway. Konkan Railway.

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

Retail Trade. Food World. Food World.

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

Page 56: service marketing and brand management

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

Page 57: service marketing and brand management

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

Page 58: service marketing and brand management

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

Page 59: service marketing and brand management

Select The Blank Question Perishability refers to the service provider's inability to ________. Correct Answer Inventory services. Your Answer Inventory services. Multiple Choice Multiple Answer Question Interactive skills training in employees allows to develop what all qualities towards customer? Correct Answer Empathetic , Courteous , Caring Your Answer Empathetic , Courteous , Caring Multiple Choice Single Answer Question When technical quality of services can not be evaluated easily customers depend on their :- Correct Answer Own cues. Your Answer Own perception. Multiple Choice Multiple Answer Question Front end planning involves :- Correct Answer Business Strategy Development. , Idea Generation. , Business Analysis. Your Answer Business Strategy Development. , Idea Generation. , Business Analysis. Match The FollowingQuestion Correct Answer Your Answer

Television Broadcasting. Channel 7. Channel 7.

Railroad Transportation.Konkan Railway. Konkan Railway.

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

Retail Trade. Food World. Food World.

Multiple Choice Single Answer Question This brand strategy reinforces the selling price of the brand and creates a strong brand image :- Correct Answer Line brand strategy Your Answer Line brand strategy Select The Blank Question Every service encounter has its share of ________ customers. Correct Answer Misbehaving Your Answer Misbehaving Multiple Choice Single Answer Question It is a measure of brand's potential profitability :- Correct Answer Earnings Your Answer Earnings

Page 60: service marketing and brand management

Select The Blank Question The ________ Model used to illustrate the factors that influence the service experience. Correct Answer Servuction Your Answer Servuction Select The Blank Question Increase in service industry is due ________. Correct Answer To resource scarcity. Your Answer To resource scarcity. Multiple Choice Single Answer Question Marketers can have some control over their customer's impressions by :- Correct Answer Understanding cues. Your Answer Understanding cues. True/False Question Service industry is a zero growth industry. Correct Answer False Your Answer False Multiple Choice Single Answer Question This approach is based on the assumption that all customers can be persuaded by the same message :- Correct Answer Selling formula approach Your Answer Selling formula approach Match The FollowingQuestion Correct Answer Your Answer

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

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

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

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

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

Page 61: service marketing and brand management

Select The Blank Question ________ is both the brand's backbone and its tangible added value. Correct Answer Physique Your Answer Physique True/False Question Stimulus Response approach and Formula approach takes into consideration customer questions and individual customer needs. Correct Answer False Your Answer False Multiple Choice Multiple Answer Question Advantages of a Range brand policy are:- Correct Answer Focuses on single brand image , Creates brand capital , Cost of launch is low Your Answer Creates brand capital , Cost of launch is low , Focuses on single brand image True/False Question Services are deeds and efforts. Correct Answer True Your Answer False Select The Blank Question In case of services whose technical quality can not correctly evaluated ________ used as signal of quality. Correct Answer Courtesy Your Answer Credibility Multiple Choice Multiple Answer Question Names of customer relationship building approaches are:- Correct Answer Financial benefits , Structural ties , Social benefits Your Answer Social benefits , Cultural benefits

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

Page 62: service marketing and brand management

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.

Page 63: service marketing and brand management

Multiple Choice Multiple Answer Question Advantages of a Generalist approach are:- Correct Answer Maximises advertising synergy , Customer loyalty , Allows for existence of two separate dealers Your Answer Maximises advertising synergy , Customer loyalty Multiple Choice Single Answer Question The services lacks of :- Correct Answer Service inventories. Your Answer Service inventories. True/False Question Service development, design & delivery are intricately intertwined, hence they should not work together. Correct Answer True Your Answer False Multiple Choice Multiple Answer Question Following are the examples of Style changes :- Correct Answer Repainting retail branches. , Vehicles in new colour schemes. , Outfitting service employees in new uniforms. Your Answer Repainting retail branches. , Vehicles in new colour schemes. , Outfitting service employees in new uniforms.

LIST OF ATTEMPTED QUESTIONS AND ANSWERS Select The Blank Question There are ________ ways of testing the response to marketing mix variables. Correct Answer Alternative Your Answer Seven Match The FollowingQuestion Correct Answer Your Answer

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

Customer Gap Focus of the Gap ModelFocus of the Gap Model

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

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

Multiple Choice Single Answer

Page 64: service marketing and brand management

Question Goods can be :- Correct Answer Standardized. Your Answer Standardized. Select The Blank Question The ________ offers an excellent way to understand customer's service experience. Correct Answer Flowcharting Your Answer Circles Multiple Choice Multiple Answer Question Mental stimulus processing services directed at people's minds are :- Correct Answer Psychotherapy. , Music concerts. , Education. Your Answer Psychotherapy. , Music concerts. , Education. Select The Blank Question ________ help us in achieving our mission and vision. Correct Answer Values Your Answer Goals Multiple Choice Single Answer Question Services are :- Correct Answer Not tangible Your Answer Not tangible Match The FollowingQuestion Correct Answer Your Answer

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

Servuction Model Visible & invisible factors Visible & invisible factors

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

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

True/False Question The value of a brand depreciates if there are no inflows in the form of value addition to the brand. Correct Answer True Your Answer True Multiple Choice Multiple Answer Question Following are the People Processing services directed at People's bodies :- Correct Answer Health Care. , Lodging. , Barbers. Your Answer Health Care. , Lodging. , Recycling.

Page 65: service marketing and brand management

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

Page 66: service marketing and brand management

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 :-

Page 67: service marketing and brand management

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

Page 68: service marketing and brand management

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

Page 69: service marketing and brand management

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

Page 70: service marketing and brand management

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

Page 71: service marketing and brand management

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

Page 72: service marketing and brand management

Question Correct Answer Your Answer

No brand Extension Murphy brand Murphy brand

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

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

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

Multiple Choice Multiple Answer Question Radio & Television broadcasting is a service industry because :- Correct Answer It can not be touched. , It can not be stored. , It can not be readily displayed. Your Answer It can not be touched. , It can not be stored. , It can not be readily displayed. Select The Blank Question The second objective of commercialization is to monitor ________ aspects of service during complete service cycle. Correct Answer All Your Answer All Multiple Choice Single Answer Question Service quality is a critical component of :- Correct Answer Customer perception. Your Answer Customer perception. True/False Question Well dressed individuals are perceived as more intelligent, better workers and more pleasant to engage in interactions. Correct Answer True Your Answer True Multiple Choice Single Answer Question It is estimating the total financial value of the brand :- Correct Answer Brand valuation Your Answer Brand valuation Multiple Choice Multiple Answer Question Following are the People Processing services directed at People's bodies :- Correct Answer Health Care. , Lodging. , Barbers. Your Answer Health Care. , Barbers. Multiple Choice Multiple Answer Question Following are the examples of Style changes :- Correct Answer Outfitting service employees in new uniforms. , Repainting retail branches. ,

Page 73: service marketing and brand management

Vehicles in new colour schemes. Your Answer Vehicles in new colour schemes. , Outfitting service employees in new uniforms. True/False Question Coupons cannot be printed on the backs of ATM receipts. Correct Answer False Your Answer False True/False Question Distributing an innovation to all brands minimises the ability to justify a premium price for the top innovative brand. Correct Answer True Your Answer True Select The Blank Question The discounted rate is based on the ________ rate. Correct Answer Risk free Your Answer Risk free True/False Question Re-engineering is one of the most difficult strategies to implement in organisations that are traditional. Correct Answer True Your Answer True Multiple Choice Multiple Answer Question Negative critical incidents resolved have great potential for :- Correct Answer Increasing brand loyalty. , Increased brand preference. , Increasing customer loyalty. Your Answer Increasing brand loyalty. , Increased brand preference. , Increasing customer loyalty. Multiple Choice Multiple Answer Question The main do's kept in mind in face to face contacts with customers are :- Correct Answer Smile , Look into customer's eye , Listening Your Answer Smile , Look into customer's eye , Listening True/False Question Service culture can be developed quickly. Correct Answer False Your Answer False Match The FollowingQuestion Correct Answer Your Answer

Element of effective research programme Customer Panels Customer Panels

Customer Satisfaction Consumers fulfillment response.Consumers fulfillment response.

Page 74: service marketing and brand management

Research objective for service To monitor & track service performance. To monitor & track service performance.

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

Multiple Choice Single Answer Question It is the worst indicator of profitability:- Correct Answer Price Your Answer Price Multiple Choice Single Answer Question This phenomenon is inherent in the luxury goods sector :- Correct Answer Brand Extension Your Answer Brand Extension Multiple Choice Multiple Answer Question Mental stimulus processing services directed at people's minds are :- Correct Answer Psychotherapy. , Music concerts. , Education. Your Answer Psychotherapy. , Music concerts. , Education. Select The Blank Question The ________ has made world wide brand building easier. Correct Answer Internet Your Answer Internet Multiple Choice Single Answer Question This brand strategy gives its approval to a wide diversity of products grouped under product brands, line brands or range brands :- Correct Answer Endorsing brand strategy Your Answer Endorsing brand strategy Multiple Choice Single Answer Question Which of the communication mix element includes corporate logos? Correct Answer Corporate design Your Answer Corporate design True/False Question Two major dimensions of Y & R model are: leadership and stability. Correct Answer False Your Answer True

LIST OF ATTEMPTED QUESTIONS AND ANSWERS Select The Blank Question ________ creates emotional connection and loyalty.

Page 75: service marketing and brand management

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.

Page 76: service marketing and brand management

Your Answer Emphasis on selecting and training public contact personnel. , Consumer management. , Use of multisite locations. Multiple Choice Multiple Answer Question Thinking of Recruiting activity results in addressing issues of:- Correct Answer Market (employee) segmentation , Product (job) design Your Answer Market (employee) segmentation , Market positioning , Product (job) design True/False Question Services can easily stored. Correct Answer False Your Answer False Multiple Choice Single Answer Question It is important that marketers should have full knowledge of customer's :- Correct Answer Expectations Your Answer Expectations Match The FollowingQuestion Correct Answer Your Answer

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

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

Servuction Model Visible & invisible factors Visible & invisible factors

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

Multiple Choice Single Answer Question Augmented product refers to :- Correct Answer Extended product. Your Answer Extended product. Multiple Choice Single Answer Question Services faces difficulties in :- Correct Answer Displaying Your Answer Displaying Multiple Choice Multiple Answer Question The three overlapping subsystems are :- Correct Answer Service marketing , Service operations , Service delivery Your Answer Service operations , Service delivery , Service marketing Multiple Choice Multiple Answer Question The main don'ts kept in mind in face to face contacts with customers are :-

Page 77: service marketing and brand management

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

Page 78: service marketing and brand management

Question Selling goods and services through the internet is called :- Correct Answer E-Commerce Your Answer E-Commerce Multiple Choice Multiple Answer Question Interactive skills training in employees allows to develop what all qualities towards customer? Correct Answer Empathetic , Courteous , Caring Your Answer Empathetic , Courteous , Caring Select The Blank Question ________ is the main focus of brand advertising. Correct Answer Personality Your Answer Personality Multiple Choice Single Answer Question It refers to the way in which certain groups decode all of the signals emanating from the product, services and communication covered by the brand :- Correct Answer Brand image Your Answer Brand image Multiple Choice Single Answer Question Who the people who produce revenue and build customer relationships for the company? Correct Answer Front line employees Your Answer Front line employees Select The Blank Question The scope & ________ of the service marketing system vary sharply from one firm to other. Correct Answer Structure Your Answer Credibility Multiple Choice Multiple Answer Question Reasons for customers to buy from virtual stores are :- Correct Answer Broad selection , Better prices , Convenience Your Answer Convenience , Broad selection , Better prices Match The FollowingQuestion Correct Answer Your Answer

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

Customer Gap Focus of the Gap ModelFocus of the Gap Model

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

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

Page 79: service marketing and brand management

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

Page 80: service marketing and brand management

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

Page 81: service marketing and brand management

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.

Page 82: service marketing and brand management

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

Page 83: service marketing and brand management

Match The FollowingQuestion Correct Answer Your Answer

Wealth creators Brands Economic benefits

Airline frequent flyer programs Financial benefits Financial benefits

Interest linkages Structural ties Structural ties

Process of wealth creation Brand building Social benefits

Select The Blank Question ________ is the focal point around which an organisation defines how it will uniquely deliver value to the customer for a point. Correct Answer Brand Your Answer Brand Multiple Choice Multiple Answer Question Service failures can happen in several ways like :- Correct Answer A delayed flight. , Hotel room booked in advance not available. , A surgical operation wrongly carried out. Your Answer A delayed flight. , Hotel room booked in advance not available. , A surgical operation wrongly carried out. Select The Blank Question Sometimes employees can give ________ service spontaneously. Correct Answer Extra Your Answer Extra Select The Blank Question ________ are at the crux of transactions and exchanges between people. Correct Answer Brands Your Answer Brands Multiple Choice Multiple Answer Question Features of Quality Service are:- Correct Answer Reliability , Responsiveness , Empathetic Your Answer Reliability , Responsiveness Multiple Choice Single Answer Question It implies that employees will pay attention, listen, adapt and be flexible in delivering what customers need :- Correct Answer Empathy Your Answer Assurance True/False Question The business strategy in a production line organisation is one of Differentiation and Customisation.

Page 84: service marketing and brand management

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 ________.

Page 85: service marketing and brand management

Correct Answer Inventory services. Your Answer Inventory services. Multiple Choice Single Answer Question Goods can be :- Correct Answer Standardized. Your Answer Standardized. Multiple Choice Single Answer Question This method is used when valuing your own brand image for inclusion in the balance sheet :- Correct Answer Historic cost method Your Answer Historic cost method Select The Blank Question The ________ of the brand is always stronger than its extensions. Correct Answer Core Your Answer Core Multiple Choice Multiple Answer Question Incontrollable factors by which services marketers can influence customers are as follows :- Correct Answer Enduring service intensifiers. , Transitory service intensifiers. , Personal needs. Your Answer Enduring service intensifiers. , Transitory service intensifiers. Multiple Choice Single Answer Question This method is used when business is acquired for the brand name of its product mainly :- Correct Answer Market value method Your Answer Market value method Multiple Choice Multiple Answer Question The value of brand equity is a function of :- Correct Answer Age of the brand , Cumulative advertising , Order of entry into the market Your Answer Age of the brand , Age of competitor's brand Multiple Choice Multiple Answer Question Advantages of a Range brand policy are:- Correct Answer Creates brand capital , Cost of launch is low , Focuses on single brand image Your Answer Creates brand capital , Cost of launch is low , Focuses on single brand image Match The FollowingQuestion Correct Answer Your Answer

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

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

Page 86: service marketing and brand management

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 :-

Page 87: service marketing and brand management

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

Page 88: service marketing and brand management

Multiple Choice Single Answer Question During which stage of 'Innovation Adoption ' model, customers try the product/ service for the first time and decide whether to adopt the product/ service? Correct Answer Trial Your Answer Adoption Select The Blank Question A brand is ________ only when it has matured uniformly worldwide and offers the same message to its market internationally and simultaneously. Correct Answer Global Your Answer Global True/False Question A brand should strive to create a sense of community. Correct Answer True Your Answer True Select The Blank Question Brand ________ results from the concentrated efforts on a few brands. Correct Answer Extension Your Answer Extension True/False Question When decisions regarding customer satisfaction are left to the discretion of employees, there may be inconsistency in the level of service delivered. Correct Answer True Your Answer True Select The Blank Question ________ is both the brand's backbone and its tangible added value. Correct Answer Physique Your Answer Physique Match The FollowingQuestion Correct Answer Your Answer

Wealth creators Brands Economic benefits

Airline frequent flyer programs Financial benefits Financial benefits

Interest linkages Structural ties Structural ties

Process of wealth creation Brand building Social benefits

Select The Blank Question ________ is the focal point around which an organisation defines how it will uniquely deliver value to the customer for a point. Correct Answer Brand

Page 89: service marketing and brand management

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

Page 90: service marketing and brand management

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

Page 91: service marketing and brand management

Select The Blank Question The ________ of the brand is always stronger than its extensions. Correct Answer Core Your Answer Core Multiple Choice Multiple Answer Question Incontrollable factors by which services marketers can influence customers are as follows :- Correct Answer Enduring service intensifiers. , Transitory service intensifiers. , Personal needs. Your Answer Enduring service intensifiers. , Transitory service intensifiers. Multiple Choice Single Answer Question This method is used when business is acquired for the brand name of its product mainly :- Correct Answer Market value method Your Answer Market value method Multiple Choice Multiple Answer Question The value of brand equity is a function of :- Correct Answer Age of the brand , Cumulative advertising , Order of entry into the market Your Answer Age of the brand , Age of competitor's brand Multiple Choice Multiple Answer Question Advantages of a Range brand policy are:- Correct Answer Creates brand capital , Cost of launch is low , Focuses on single brand image Your Answer Creates brand capital , Cost of launch is low , Focuses on single brand image Match The FollowingQuestion Correct Answer Your Answer

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

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

SAS Customer driven airline. Satisfied hotel customer.

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

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

LIST OF ATTEMPTED QUESTIONS AND ANSWERS

Page 92: service marketing and brand management

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

Page 93: service marketing and brand management

True/False Question Extensions can be made in all directions. Correct Answer False Your Answer False Match The FollowingQuestion Correct Answer Your Answer

Issue of Airline miles in return for a purchase Couponing Sampling

Face to face communication Personal selling Personal selling

Fund raising, recognition and reward programs Public relations Advertising

Samples, coupons, gifts etc Sales promotion Couponing

Select The Blank Question Exhibiting admirable human qualities is especially important for brands during ________. Correct Answer Crisis Your Answer Selling Multiple Choice Single Answer Question Jan Carlzon the former CEO of SAS made his firm from operation driven to :- Correct Answer Customer driven airline. Your Answer Customer driven airline. Multiple Choice Multiple Answer Question Various uses of the company's physical evidence are:- Correct Answer Means for differentiation , Packaging , Socialising Your Answer Means for differentiation , Packaging Multiple Choice Multiple Answer Question Negative critical incidents resolved have great potential for :- Correct Answer Increasing brand loyalty. , Increased brand preference. , Increasing customer loyalty. Your Answer Switching to other firm. , Increasing brand loyalty. True/False Question Goods are sold first and then produced and consumed simultaneously. Correct Answer False Your Answer True Multiple Choice Single Answer Question In this method, revenues of an unbranded competing product are deducted from the revenues of a comparable branded product to establish the premium value of the brand :- Correct Answer Price premium method Your Answer Price premium method

Page 94: service marketing and brand management

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

Page 95: service marketing and brand management

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.

Page 96: service marketing and brand management

Correct Answer Top Your Answer Top True/False Question Service development, design & delivery are intricately intertwined, hence they should not work together. Correct Answer True Your Answer True Select The Blank Question One of the methods of motivating the service providing employees is through ________ statement. Correct Answer Mission Your Answer Mission Multiple Choice Multiple Answer Question Functions of Sales Promotion are:- Correct Answer Adds value , Competitive edge , Boost sales Your Answer Adds value , Competitive edge , Boost sales Select The Blank Question Many ________ also sell insurance products and collect commission but are not normally involved in handling claims. Correct Answer Banks Your Answer Banks Match The FollowingQuestion Correct Answer Your Answer

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

Customer insights Internet Brand positioning

Amazon.com For purchasing and finding books Internet

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

Select The Blank Question The ________ has made world wide brand building easier. Correct Answer Internet Your Answer Internet Select The Blank Question ________ helps usage extension. Correct Answer Co-branding Your Answer Co-branding

Page 97: service marketing and brand management

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

Page 98: service marketing and brand management

Multiple Choice Single Answer Question These messages often include promises about the benefits that customers will receive and the quality of service delivery :- Correct Answer Communication Your Answer Sales promotion Multiple Choice Multiple Answer Question Ways to achieve emotional connection towards a brand are:- Correct Answer Advertising , Quality of front line customers , Company sponsors consumer events Your Answer Quality of front line customers , Company sponsors consumer events Multiple Choice Single Answer Question Services :- Correct Answer Can not inventoried. Your Answer Can not inventoried. Match The FollowingQuestion Correct Answer Your Answer

Television Broadcasting. Channel 7. Channel 7.

Railroad Transportation.Konkan Railway. Konkan Railway.

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

Retail Trade. Food World. Food World.

Multiple Choice Multiple Answer Question Reasons for extending a brand are:- Correct Answer Innovation , Adds to image , To defend a brand at risk Your Answer Innovation , Adds to image , To defend a brand at risk Multiple Choice Single Answer Question Augmented product refers to :- Correct Answer Extended product. Your Answer Extended product. Multiple Choice Single Answer Question Goods can be :- Correct Answer Standardized. Your Answer Standardized. Multiple Choice Multiple Answer Question Following are the examples of Style changes :- Correct Answer Repainting retail branches. , Vehicles in new colour schemes. , Outfitting service employees in new uniforms.

Page 99: service marketing and brand management

Your Answer Repainting retail branches. , Vehicles in new colour schemes. , Outfitting service employees in new uniforms. Multiple Choice Multiple Answer Question Emotional loyalty can be brought about in the following ways:- Correct Answer Personal relationship with the brand , User community Your Answer Personal relationship with the brand , User community Multiple Choice Multiple Answer Question Mental stimulus processing services directed at people's minds are :- Correct Answer Psychotherapy. , Music concerts. , Education. Your Answer Psychotherapy. , Music concerts. , Education. Multiple Choice Single Answer Question Services are :- Correct Answer Not tangible Your Answer Not tangible Multiple Choice Single Answer Question It consists of introducing additional items in the same product category under the same brand :- Correct Answer Line Extension Your Answer Line Extension Select The Blank Question The ________ offers an excellent way to understand customer's service experience. Correct Answer Flowcharting Your Answer Flowcharting Multiple Choice Single Answer Question The only way to achieve brand extension is by:- Correct Answer Renewing the product Your Answer Introducing new product True/False Question One of the problem encountered with Range product strategy is of brand opacity. Correct Answer True Your Answer True Match The FollowingQuestion Correct Answer Your Answer

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

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

Page 100: service marketing and brand management

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

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

Multiple Choice Multiple Answer Question Three horizontal lines of the service blue print are:- Correct Answer Line of Internal interaction , Line of Interaction , Line of Visibility Your Answer Line of Internal interaction , Line of Interaction , Line of Visibility Select The Blank Question A multi brand portfolio is required when each brand has its own ________. Correct Answer Territory Your Answer Territory Select The Blank Question The problem with umbrella brand strategy stems from the failure to appreciate its ________. Correct Answer Demand Your Answer Demand Multiple Choice Single Answer Question For services its quality depends on :- Correct Answer Consumer's Perception Your Answer Consumer's Perception Multiple Choice Single Answer Question High contact services tend to be :- Correct Answer Those in which customer visit the service facility in person. Your Answer Those in which customer visit the service facility in person. Multiple Choice Multiple Answer Question Value of a brand is a function of which two factors? Correct Answer Earnings , Strength Your Answer Earnings , Strength Multiple Choice Multiple Answer Question Radio & Television broadcasting is a service industry because :- Correct Answer It can not be touched. , It can not be stored. , It can not be readily displayed. Your Answer It can not be touched. , It can not be stored. , It can not be readily displayed. Select The Blank Question In case of services there is ________ between the service provider and other customers. Correct Answer Interconnection Your Answer Connection

Page 101: service marketing and brand management

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.

Page 102: service marketing and brand management

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.

Page 103: service marketing and brand management

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

Page 104: service marketing and brand management

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.

Page 105: service marketing and brand management

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.

Page 106: service marketing and brand management

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

Page 107: service marketing and brand management

Your Answer Cost , Clutter , Reach Multiple Choice Single Answer Question In this method, revenues of an unbranded competing product are deducted from the revenues of a comparable branded product to establish the premium value of the brand :- Correct Answer Price premium method Your Answer Price premium method Multiple Choice Multiple Answer Question Countries who are members of SUPER BRAND are:- Correct Answer India , Hong Kong , Australia Your Answer India , Hong Kong , Australia Select The Blank Question Contact employee personifies the ________ in the customer's eye. Correct Answer Firm Your Answer Firm Match The FollowingQuestion Correct Answer Your Answer

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

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

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

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

Match The FollowingQuestion Correct Answer Your Answer

Part time employee utilization. Supply strategy Supply strategy

Demand strategy Creative pricing. Creative pricing.

Supply strategy Capacity sharing. Capacity sharing.

Development of non peak demand. Demand strategy. Demand strategy.

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

Page 108: service marketing and brand management

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

Page 109: service marketing and brand management

Your Answer Price leadership , Negotiation True/False Question A strong company name attached to a new product, transfers positive association and provides confidence and incentive to trial. Correct Answer True Your Answer True Multiple Choice Single Answer Question High contact services tend to be :- Correct Answer Those in which customer visit the service facility in person. Your Answer Those in which customer visit the service facility in person. Multiple Choice Multiple Answer Question The visible components of service operations are :- Correct Answer Service personnel , Equipments , Physical facilities Your Answer Service personnel , Equipments , Physical facilities Multiple Choice Multiple Answer Question Following are the service sectors :- Correct Answer Transportation. , Tourism. , Telephone & Telegraph. Your Answer Transportation. , Tourism. Match The FollowingQuestion Correct Answer Your Answer

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

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

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

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

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

Page 110: service marketing and brand management

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

Page 111: service marketing and brand management

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

Page 112: service marketing and brand management

Multiple Choice Single Answer Question Goods can be :- Correct Answer Standardized. Your Answer Standardized. Select The Blank Question In case of services ________ can not be separated from consumption. Correct Answer Production. Your Answer Selling. Multiple Choice Single Answer Question The Molecular Model is developed by :- Correct Answer Lynn Shostack. Your Answer Lynn Shostack. Select The Blank Question The problem with umbrella brand strategy stems from the failure to appreciate its ________. Correct Answer Demand Your Answer Demand True/False Question The firm do not collects & documents complaints from customers. Correct Answer False Your Answer False True/False Question Re-engineering is one of the most difficult strategies to implement in organisations that are traditional. Correct Answer True Your Answer True Match The FollowingQuestion Correct Answer Your Answer

Television Broadcasting. Channel 7. Channel 7.

Railroad Transportation.Konkan Railway. Konkan Railway.

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

Retail Trade. Food World. Food World.

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

Page 113: service marketing and brand management

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:

Page 114: service marketing and brand management

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

Page 115: service marketing and brand management

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.

Page 116: service marketing and brand management

Multiple Choice Multiple Answer Question Value of a brand is a function of which two factors? Correct Answer Earnings , Strength Your Answer Earnings , Differentiation Multiple Choice Multiple Answer Question Research objectives for services are as follows :- Correct Answer To identify dissatisfied customers. , To monitor & track service performance. , To forecast future expectations of customers. Your Answer To identify dissatisfied customers. , To monitor & track service performance. , To forecast future expectations of customers. Multiple Choice Multiple Answer Question Brand strength is measured against which key attributes? Correct Answer Market , Leadership , Geography Your Answer Market , Leadership , Topography Select The Blank Question Basic element in PR strategy is the preparation of ________. Correct Answer Press release Your Answer Press release True/False Question Distributing an innovation to all brands minimises the ability to justify a premium price for the top innovative brand. Correct Answer True Your Answer True Match The FollowingQuestion Correct Answer Your Answer

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

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

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

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

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

Page 117: service marketing and brand management

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.

Page 118: service marketing and brand management

Correct Answer Earnings Your Answer Earnings True/False Question Re-engineering is one of the most difficult strategies to implement in organisations that are traditional. Correct Answer True Your Answer True True/False Question A multi brand policy can stop any new competitor's entering a market. Correct Answer True Your Answer True Multiple Choice Multiple Answer Question The examples of backstage failures include :- Correct Answer Not receiving your course grades , Delay in flights , Receiving incorrect hotel bill Your Answer Not receiving your course grades , Delay in flights , Receiving incorrect hotel bill True/False Question The pricing of services is difficult. Correct Answer True Your Answer True Multiple Choice Multiple Answer Question Communities can be created offline through which of the following techniques? Correct Answer Membership organisations , Community based grass root events , Customer contests Your Answer Membership organisations , Community based grass root events , Customer published web magazines True/False Question The vandals resort to physical abuse or damage of property. Correct Answer True Your Answer True True/False Question The corporate culture must reinforce the brand essence, promise and personality. Correct Answer True Your Answer True Match The FollowingQuestion Correct Answer Your Answer

Definition of value What I get for what I give The quality I get for the price I pay

Setting price to recover full costs Cost based pricing What I get for what I give

Page 119: service marketing and brand management

Cable, television, electricity, water, telephone etc Regulation and pricing of utility servicesRegulation and pricing of utility services

Alternative to bidding Negotiation Negotiation

Multiple Choice Single Answer Question A fast food outlet refer to following features of services :- Correct Answer Intangibility. Your Answer Price sensitivity. Select The Blank Question The ________ has no intention of paying is a misbehaving customer. Correct Answer Thief Your Answer Supplier Multiple Choice Single Answer Question The clear evident is not possible in case of services like :- Correct Answer Lawyer. Your Answer Lawyer. Select The Blank Question The purpose of ________ is to project a positive and consistent image to the public. Correct Answer Socialisation Your Answer Socialisation Multiple Choice Multiple Answer Question Functions of retail salespersons are:- Correct Answer Customer contact , Stock work , House keeping Your Answer Customer contact , Stock work , Wholesale contact Select The Blank Question Employees response to customer needs & requests is called as ________. Correct Answer Adaptability. Your Answer Credibility Select The Blank Question There are ________ ways of testing the response to marketing mix variables. Correct Answer Alternative Your Answer Three Multiple Choice Single Answer Question The number of interlinked groups that work together in Service Marketing Triangle are :- Correct Answer Three Your Answer Three Multiple Choice Single Answer

Page 120: service marketing and brand management

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

Page 121: service marketing and brand management

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 :-

Page 122: service marketing and brand management

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?

Page 123: service marketing and brand management

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 :-

Page 124: service marketing and brand management

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

Page 125: service marketing and brand management

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

Page 126: service marketing and brand management

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.

Page 127: service marketing and brand management

Correct Answer Tangibles Your Answer Tangibles Multiple Choice Single Answer Question The Molecular Model is developed by :- Correct Answer Lynn Shostack. Your Answer Lynn Shostack. True/False Question Front office automation has also revolutionised the sales function. Correct Answer True Your Answer True True/False Question Distributing an innovation to all brands minimises the ability to justify a premium price for the top innovative brand. Correct Answer True Your Answer True Select The Blank Question In case of services there is ________ between the service provider and other customers. Correct Answer Interconnection Your Answer Interconnection Select The Blank Question ________ are at the crux of transactions and exchanges between people. Correct Answer Brands Your Answer Brands Multiple Choice Multiple Answer Question Basic theme of strategies required for delivering service as per standard are:- Correct Answer Hire the right people , Provide the needed support system , Retain the best people Your Answer Hire the right people , Provide the needed support system , Retain the best people Match The FollowingQuestion Correct Answer Your Answer

Television Broadcasting. Channel 7. Channel 7.

Railroad Transportation.Konkan Railway. Konkan Railway.

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

Retail Trade. Food World. Food World.

Select The Blank

Page 128: service marketing and brand management

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.

Page 129: service marketing and brand management

Match The FollowingQuestion Correct Answer Your Answer

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

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

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

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

True/False Question External brand building is essential to internal brand building. Correct Answer False Your Answer True True/False Question The benefit from source brand strategy lies in its ability to provide a two tiered sense of difference and depth. Correct Answer True Your Answer True True/False Question Closing the customer gap is not the outcome of Gap Model. Correct Answer False Your Answer False Multiple Choice Multiple Answer Question Value of a brand is a function of which two factors? Correct Answer Earnings , Strength Your Answer Earnings , Strength True/False Question Control can have negative ramifications within intermediaries. Correct Answer True Your Answer True Select The Blank Question All firms need to be aware of customer expectation of ________. Correct Answer Reliability Your Answer Reliability

Page 130: service marketing and brand management

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.

Page 131: service marketing and brand management

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 ________.

Page 132: service marketing and brand management

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.

Page 133: service marketing and brand management

Correct Answer True Your Answer True Multiple Choice Single Answer Question It is the brand's verbal, visual and musical attributes :- Correct Answer Brand style Your Answer Brand identity True/False Question Critical study are not useful as alternatives to complaint solicitation. Correct Answer False Your Answer False Multiple Choice Single Answer Question This method is used when valuing your own brand image for inclusion in the balance sheet :- Correct Answer Historic cost method Your Answer Historic cost method True/False Question The bankrupt run out of cash & end up in default of payment. Correct Answer True Your Answer True Multiple Choice Single Answer Question It is the outward expression of the brand's inner substance :- Correct Answer Brand message Your Answer Brand message Multiple Choice Multiple Answer Question The tangible clues helps the consumers in :- Correct Answer Service evaluation , Assessing quality of services , The market valuation of the service provider Your Answer Service evaluation , Assessing quality of services , The market valuation of the service provider Multiple Choice Single Answer Question Services :- Correct Answer Can not inventoried. Your Answer Can not inventoried. Select The Blank Question Perishability refers to the service provider's inability to ________. Correct Answer Inventory services. Your Answer Inventory services. Match The FollowingQuestion Correct Answer Your Answer

Philips Umbrella brand policy Umbrella brand policy

Ariel Procter and Gamble Procter and Gamble

Food, cosmetics sector Range brand policy Range brand policy

Page 134: service marketing and brand management

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

Page 135: service marketing and brand management

Your Answer Customer contact , Stock work , House keeping Multiple Choice Single Answer Question Lack of patent protection is applicable for :- Correct Answer Services Your Answer Services True/False Question Product planners need to include three components in the design of the service offering. Correct Answer True Your Answer True Select The Blank Question Service employees basically perform ________ functions. Correct Answer Marketing Your Answer Marketing Match The FollowingQuestion Correct Answer Your Answer

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

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

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

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

Multiple Choice Multiple Answer Question Factors influencing service pricing are:- Correct Answer Variablilty of both inputs and outputs , Many services are hard to evaluate , Importance of time factor Your Answer Variablilty of both inputs and outputs , Many services are hard to evaluate , Importance of time factor Multiple Choice Multiple Answer Question The examples of backstage failures include :- Correct Answer Not receiving your course grades , Delay in flights , Receiving incorrect hotel bill Your Answer Not receiving your course grades , Delay in flights , Receiving incorrect hotel bill Multiple Choice Multiple Answer Question Reasons for customers to buy from virtual stores are :- Correct Answer Convenience , Broad selection , Better prices Your Answer Convenience , Broad selection , Better prices True/False Question Service development, design & delivery are intricately intertwined, hence they should not work together. Correct Answer True Your Answer True

Page 136: service marketing and brand management

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

Page 137: service marketing and brand management

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

Page 138: service marketing and brand management

Select The Blank Question The purpose of ________ is to project a positive and consistent image to the public. Correct Answer Socialisation Your Answer Designing Multiple Choice Single Answer Question The new retailing models provides information based benefits such as :- Correct Answer Greater customization. Your Answer Greater customization. Select The Blank Question The service offer should first marketed ________ & then service process in action is observed before it introduced to external market. Correct Answer Internally Your Answer Internally Multiple Choice Single Answer Question It is a way to expand delivery of an effective service concept to multiple sites without the level of investment capital :- Correct Answer Franchising Your Answer E-Commerce Select The Blank Question The customers can be ________ to address their needs. Correct Answer Educated Your Answer Educated Match The FollowingQuestion Correct Answer Your Answer

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

Philips Umbrella brand policy Umbrella brand policy

Ariel Procter and Gamble Procter and Gamble

Food, cosmetics sector Range brand policy Line brand policy

Multiple Choice Single Answer Question It is used to help decisions on where to locate super markets relative to prospective customer's homes and work place :- Correct Answer Retail gravity model Your Answer Retail gravity model Multiple Choice Multiple Answer Question Blue prints are particularly useful at which stages of service development? Correct Answer Design , Redesign Your Answer Design , Production

Page 139: service marketing and brand management

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

Page 140: service marketing and brand management

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

Page 141: service marketing and brand management

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.

Page 142: service marketing and brand management

Your Answer Qualitative & quantitative research. , Expectations & perceptions of customers. Multiple Choice Multiple Answer Question Ways to achieve emotional connection towards a brand are:- Correct Answer Advertising , Quality of front line customers , Company sponsors consumer events Your Answer Advertising , Sales promotion , Company sponsors consumer events Multiple Choice Multiple Answer Question Inseparability of services are described and interpreted differently by different workers due to :- Correct Answer As they require customer participation in production process. , Performance can not be separated from performers. , Person/ equipment can not be separated/ stored. Your Answer As they require customer participation in production process. , Performance can not be separated from performers. Select The Blank Question The ________ has a direct impact on the type of service desired and the length of service. Correct Answer Customer Your Answer Delivery Match The FollowingQuestion Correct Answer Your Answer

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

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

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

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

Multiple Choice Single Answer Question When the delivery of core product is outsourced to an intermediary, it is called :- Correct Answer Franchising Your Answer Pedestrian counts Multiple Choice Multiple Answer Question Through brand building mechanism, following are built :- Correct Answer Brand awareness , Confidence , Brand equity Your Answer Brand awareness , Confidence , Brand equity

LIST OF ATTEMPTED QUESTIONS AND ANSWERS

Page 143: service marketing and brand management

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

Page 144: service marketing and brand management

Your Answer Convenience , Broad selection , Better prices Select The Blank Question While purchasing a service, perceived benefits are weighed against the perceived ________. Correct Answer Costs Your Answer Costs Multiple Choice Multiple Answer Question The three overlapping subsystems are :- Correct Answer Service operations , Service delivery , Service marketing Your Answer Service operations , Service delivery , Service marketing Select The Blank Question ________ means the set of values feeding the brand's inspiration. Correct Answer Culture Your Answer Culture Select The Blank Question The service offer should first marketed ________ & then service process in action is observed before it introduced to external market. Correct Answer Internally Your Answer Internally Multiple Choice Multiple Answer Question Following are Possessing processing services directed at physical posessions :- Correct Answer Freight transportation. , Repair & Maintenance. , Warehousing / Storage. Your Answer Freight transportation. , Repair & Maintenance. , Warehousing / Storage. Multiple Choice Multiple Answer Question Advantages of Umbrella brand are: Correct Answer Capitalisation on one single name , Economies of scale on an international level Your Answer Capitalisation on one single name , Economies of scale on an international level Multiple Choice Single Answer Question It is the outward expression of the brand's inner substance :- Correct Answer Brand message Your Answer Brand message Select The Blank Question The strategy used to reduce fluctuations in demand is to implement ________. Correct Answer Reservation system. Your Answer Reservation system. Match The FollowingQuestion Correct Answer Your Answer

Page 145: service marketing and brand management

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

Page 146: service marketing and brand management

Question It is a way to expand delivery of an effective service concept to multiple sites without the level of investment capital :- Correct Answer Franchising Your Answer Franchising Multiple Choice Single Answer Question Service encounter may takes place between customers and :- Correct Answer Service employees. Your Answer Service employees. Match The FollowingQuestion Correct Answer Your Answer

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

Servuction Model Visible & invisible factors Visible & invisible factors

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

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

True/False Question Advertising and public relations can be effective in encouraging evaluation and trial. Correct Answer False Your Answer True Select The Blank Question Increased service delivery during peak periods is ________ service intensifiers. Correct Answer Transitory Your Answer Transitory Select The Blank Question Performance of services is ________. Correct Answer Intangible. Your Answer Intangible. Select The Blank Question Time, Fatigue, Negative feelings etc are the ________ costs of service. Correct Answer Non-financial Your Answer Non-financial True/False Question The business strategy in a production line organisation is one of Differentiation and Customisation. Correct Answer False Your Answer False

Page 147: service marketing and brand management

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.

Page 148: service marketing and brand management

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

Page 149: service marketing and brand management

Your Answer False Multiple Choice Single Answer Question These messages often include promises about the benefits that customers will receive and the quality of service delivery :- Correct Answer Communication Your Answer Sales promotion Multiple Choice Multiple Answer Question Ways to achieve emotional connection towards a brand are:- Correct Answer Advertising , Quality of front line customers , Company sponsors consumer events Your Answer Quality of front line customers , Company sponsors consumer events Multiple Choice Single Answer Question Services :- Correct Answer Can not inventoried. Your Answer Can not inventoried. Match The FollowingQuestion Correct Answer Your Answer

Television Broadcasting. Channel 7. Channel 7.

Railroad Transportation.Konkan Railway. Konkan Railway.

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

Retail Trade. Food World. Food World.

Multiple Choice Multiple Answer Question Reasons for extending a brand are:- Correct Answer Innovation , Adds to image , To defend a brand at risk Your Answer Innovation , Adds to image , To defend a brand at risk Multiple Choice Single Answer Question Augmented product refers to :- Correct Answer Extended product. Your Answer Extended product. Multiple Choice Single Answer Question Goods can be :- Correct Answer Standardized. Your Answer Standardized. Multiple Choice Multiple Answer Question Following are the examples of Style changes :-

Page 150: service marketing and brand management

Correct Answer Repainting retail branches. , Vehicles in new colour schemes. , Outfitting service employees in new uniforms. Your Answer Repainting retail branches. , Vehicles in new colour schemes. , Outfitting service employees in new uniforms. Multiple Choice Multiple Answer Question Emotional loyalty can be brought about in the following ways:- Correct Answer Personal relationship with the brand , User community Your Answer Personal relationship with the brand , User community Multiple Choice Multiple Answer Question Mental stimulus processing services directed at people's minds are :- Correct Answer Psychotherapy. , Music concerts. , Education. Your Answer Psychotherapy. , Music concerts. , Education. Multiple Choice Single Answer Question Services are :- Correct Answer Not tangible Your Answer Not tangible Multiple Choice Single Answer Question It consists of introducing additional items in the same product category under the same brand :- Correct Answer Line Extension Your Answer Line Extension Select The Blank Question The ________ offers an excellent way to understand customer's service experience. Correct Answer Flowcharting Your Answer Flowcharting Multiple Choice Single Answer Question The only way to achieve brand extension is by:- Correct Answer Renewing the product Your Answer Introducing new product True/False Question One of the problem encountered with Range product strategy is of brand opacity. Correct Answer True Your Answer True Match The FollowingQuestion Correct Answer Your Answer

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

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

Page 151: service marketing and brand management

Shopper's stop in a big shopping mall

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

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

Multiple Choice Multiple Answer Question Three horizontal lines of the service blue print are:- Correct Answer Line of Internal interaction , Line of Interaction , Line of Visibility Your Answer Line of Internal interaction , Line of Interaction , Line of Visibility Select The Blank Question A multi brand portfolio is required when each brand has its own ________. Correct Answer Territory Your Answer Territory Select The Blank Question The problem with umbrella brand strategy stems from the failure to appreciate its ________. Correct Answer Demand Your Answer Demand Multiple Choice Single Answer Question For services its quality depends on :- Correct Answer Consumer's Perception Your Answer Consumer's Perception Multiple Choice Single Answer Question High contact services tend to be :- Correct Answer Those in which customer visit the service facility in person. Your Answer Those in which customer visit the service facility in person. Multiple Choice Multiple Answer Question Value of a brand is a function of which two factors? Correct Answer Earnings , Strength Your Answer Earnings , Strength Multiple Choice Multiple Answer Question Radio & Television broadcasting is a service industry because :- Correct Answer It can not be touched. , It can not be stored. , It can not be readily displayed. Your Answer It can not be touched. , It can not be stored. , It can not be readily displayed. Select The Blank Question In case of services there is ________ between the service provider and other customers. Correct Answer Interconnection

Page 152: service marketing and brand management

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

Page 153: service marketing and brand management

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.

Page 154: service marketing and brand management

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

Page 155: service marketing and brand management

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.

Page 156: service marketing and brand management

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 ________.

Page 157: service marketing and brand management

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

Page 158: service marketing and brand management

Question Various criteria used in choosing Advertising media are:- Correct Answer Cost , Clutter , Reach Your Answer Cost , Clutter , Reach Multiple Choice Single Answer Question In this method, revenues of an unbranded competing product are deducted from the revenues of a comparable branded product to establish the premium value of the brand :- Correct Answer Price premium method Your Answer Price premium method Multiple Choice Multiple Answer Question Countries who are members of SUPER BRAND are:- Correct Answer India , Hong Kong , Australia Your Answer India , Hong Kong , Australia Select The Blank Question Contact employee personifies the ________ in the customer's eye. Correct Answer Firm Your Answer Firm Match The FollowingQuestion Correct Answer Your Answer

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

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

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

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

Match The FollowingQuestion Correct Answer Your Answer

Part time employee utilization. Supply strategy Supply strategy

Demand strategy Creative pricing. Creative pricing.

Supply strategy Capacity sharing. Capacity sharing.

Development of non peak demand. Demand strategy. Demand strategy.

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

Page 159: service marketing and brand management

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:-

Page 160: service marketing and brand management

Correct Answer Socialising , Means for differentiation , Packaging Your Answer Means for differentiation , Packaging , Socialising Multiple Choice Multiple Answer Question The value of brand equity is a function of :- Correct Answer Age of the brand , Cumulative advertising , Order of entry into the market Your Answer Age of the brand , Cumulative advertising , Order of entry into the market Select The Blank Question Cues such as the ________ that accompany the service. Correct Answer Tangibles Your Answer Tangibles Multiple Choice Single Answer Question The Molecular Model is developed by :- Correct Answer Lynn Shostack. Your Answer Lynn Shostack. True/False Question Front office automation has also revolutionised the sales function. Correct Answer True Your Answer True True/False Question Distributing an innovation to all brands minimises the ability to justify a premium price for the top innovative brand. Correct Answer True Your Answer True Select The Blank Question In case of services there is ________ between the service provider and other customers. Correct Answer Interconnection Your Answer Interconnection Select The Blank Question ________ are at the crux of transactions and exchanges between people. Correct Answer Brands Your Answer Brands Multiple Choice Multiple Answer Question Basic theme of strategies required for delivering service as per standard are:- Correct Answer Hire the right people , Provide the needed support system , Retain the best people Your Answer Hire the right people , Provide the needed support system , Retain the best people Match The FollowingQuestion Correct Answer Your Answer

Page 161: service marketing and brand management

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 :-

Page 162: service marketing and brand management

Correct Answer Close customer gap. , Remove discrepancies within organisation. , Use the strategies to drive service excellence. Your Answer Close customer gap. , Remove discrepancies within organisation. , Use the strategies to drive service excellence. Multiple Choice Multiple Answer Question Research objectives for services are as follows :- Correct Answer To identify dissatisfied customers. , To monitor & track service performance. , To forecast future expectations of customers. Your Answer To identify dissatisfied customers. , To monitor & track service performance. , To forecast future expectations of customers. Match The FollowingQuestion Correct Answer Your Answer

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

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

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

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

True/False Question External brand building is essential to internal brand building. Correct Answer False Your Answer True True/False Question The benefit from source brand strategy lies in its ability to provide a two tiered sense of difference and depth. Correct Answer True Your Answer True True/False Question Closing the customer gap is not the outcome of Gap Model. Correct Answer False Your Answer False Multiple Choice Multiple Answer Question Value of a brand is a function of which two factors? Correct Answer Earnings , Strength Your Answer Earnings , Strength

Page 163: service marketing and brand management

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

Page 164: service marketing and brand management

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 :-

Page 165: service marketing and brand management

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

Page 166: service marketing and brand management

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

Page 167: service marketing and brand management

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

Page 168: service marketing and brand management

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

Page 169: service marketing and brand management

Match The FollowingQuestion Correct Answer Your Answer

USP Unique selling proposition Unique selling proposition

Extraneous factor Fantasised identity Fantasised identity

Brand signals Sponsoring, patronage Sponsoring, patronage

Relationship aspect Banks and services Banks and services

True/False Question Brand stature is a combination of esteem and knowledge. Correct Answer True Your Answer True Multiple Choice Single Answer Question It is a measure of brand's reliability of its future earnings :- Correct Answer Strength Your Answer Strength True/False Question Empathy is non ability to provide caring individualized attention the firm provides its customers. Correct Answer False Your Answer False Multiple Choice Single Answer Question It is a set of tasks that combine to compose the processes needed to create and deliver the service :- Correct Answer Activity Your Answer Activity True/False Question A strong company name attached to a new product, transfers positive association and provides confidence and incentive to trial. Correct Answer True Your Answer True Select The Blank Question ________ helps usage extension. Correct Answer Co-branding Your Answer Brand extension Select The Blank Question A service firm can also expand its supply of a service through use of ________. Correct Answer Third parties. Your Answer Third parties.

Page 170: service marketing and brand management

Multiple Choice Single Answer Question Eventually a firm goes out of business because it :- Correct Answer Can't do a decent job on the core elements. Your Answer Can't do a decent job on the core elements. Select The Blank Question A multi brand portfolio is required when each brand has its own ________. Correct Answer Territory Your Answer Territory Multiple Choice Single Answer Question Numerous forms of communication, collectively referred as the marketing :- Correct Answer Communication mix Your Answer Communication mix True/False Question Service pricing strategies are often unsuccessful. Correct Answer True Your Answer True Match The FollowingQuestion Correct Answer Your Answer

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

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

Servuction Model Visible & invisible factors Visible & invisible factors

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

Multiple Choice Single Answer Question Services :- Correct Answer Can not inventoried. Your Answer Can not inventoried. Multiple Choice Multiple Answer Question Stores add value to the product by following features:- Correct Answer Free home delivery , Gift wrapping , Customised advice Your Answer Free home delivery , Gift wrapping , Customised advice True/False Question Stimulus Response approach and Formula approach takes into consideration customer questions and individual customer needs. Correct Answer False

Page 171: service marketing and brand management

Your Answer False Multiple Choice Multiple Answer Question Three horizontal lines of the service blue print are:- Correct Answer Line of Internal interaction , Line of Interaction , Line of Visibility Your Answer Line of Internal interaction , Line of Interaction , Line of Visibility Multiple Choice Multiple Answer Question Advantages of Endorsing brand strategy are:- Correct Answer Greater freedom of movement , Least expensive way of giving substance to the company name , Responsible for the guarantee Your Answer Greater freedom of movement , Least expensive way of giving substance to the company name , Responsible for the guarantee

LIST OF ATTEMPTED QUESTIONS AND ANSWERS True/False Question Reflection provides a model with which to identify. Correct Answer True Your Answer True Select The Blank Question In case of services ________ can not be separated from consumption. Correct Answer Production. Your Answer Selling. True/False Question Two major dimensions of Y & R model are: leadership and stability. Correct Answer False Your Answer True Select The Blank Question The loss of quality control may also be accompanied by the ________ over operating costs. Correct Answer Loss of control Your Answer Loss of revenue Match The FollowingQuestion Correct Answer Your Answer

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

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

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

Page 172: service marketing and brand management

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 :-

Page 173: service marketing and brand management

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

Page 174: service marketing and brand management

Multiple Choice Multiple Answer Question Following are the People Processing services directed at People's bodies :- Correct Answer Health Care. , Lodging. , Barbers. Your Answer Health Care. , Lodging. , Barbers. Multiple Choice Multiple Answer Question Radio & Television broadcasting is a service industry because :- Correct Answer It can not be touched. , It can not be stored. , It can not be readily displayed. Your Answer It can not be touched. , It can not be readily displayed. Multiple Choice Single Answer Question The effectiveness of the service can be judged on the basis of its :- Correct Answer Outcome. Your Answer Outcome. Multiple Choice Single Answer Question The solution to inseparability problem is :- Correct Answer Selecting and training public contact personnel. Your Answer Selecting and training public contact personnel. Select The Blank Question The ________ has made world wide brand building easier. Correct Answer

Your Answer Internet Multiple Choice Single Answer Question Jan Carlzon the former CEO of SAS made his firm from operation driven to :- Correct Answer Customer driven airline. Your Answer Marketing driven airline. Select The Blank Question Customer ________ is essential to building winning brands. Correct Answer Knowledge Your Answer Involvement True/False Question Product planners need to include three components in the design of the service offering. Correct Answer True Your Answer True Select The Blank Question ________ is the focal point around which an organisation defines how it will uniquely deliver value to the customer for a point. Correct Answer Brand Your Answer Marketing

Page 175: service marketing and brand management

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.

Page 176: service marketing and brand management

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

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

Customer Gap Focus of the Gap ModelFocus of the Gap Model

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

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

Multiple Choice Single Answer Question Services :- Correct Answer Can not inventoried. Your Answer Can be displayed. Multiple Choice Single Answer Question Marketers should understand that zone of tolerance can even fluctuate within the same person depends upon :- Correct Answer The situation Your Answer The situation Multiple Choice Single Answer Question Lack of patent protection is applicable for :- Correct Answer Services Your Answer Services Multiple Choice Single Answer Question It describes a product or an item that is actually a brand name but has now become a part of our standard vocabulary Correct Answer Generic name Your Answer Logo Multiple Choice Single Answer Question Perishability of services referred to be that they :- Correct Answer Can not be saved. Your Answer Can be stored.

Page 177: service marketing and brand management

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 :-

Page 178: service marketing and brand management

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

Page 179: service marketing and brand management

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

Page 180: service marketing and brand management

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

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

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

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

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

Select The Blank Question Brand ________ results from the concentrated efforts on a few brands. Correct Answer Extension Your Answer Loyalty Select The Blank Question ________ is both the brand's backbone and its tangible added value. Correct Answer Physique Your Answer Physique True/False Question Stimulus Response approach and Formula approach takes into consideration customer questions and individual customer needs. Correct Answer False Your Answer False Multiple Choice Multiple Answer Question Advantages of a Range brand policy are:- Correct Answer Focuses on single brand image , Creates brand capital , Cost of launch is low Your Answer Creates brand capital , Cost of launch is low , Focuses on single brand image True/False Question Services are deeds and efforts. Correct Answer True Your Answer False Select The Blank Question In case of services whose technical quality can not correctly evaluated ________ used as

Page 181: service marketing and brand management

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

Page 182: service marketing and brand management

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

Page 183: service marketing and brand management

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

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

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

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

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

Multiple Choice Single Answer Question Services faces difficulties in :- Correct Answer Displaying Your Answer Fabricating Multiple Choice Multiple Answer Question Front end planning involves :- Correct Answer Business Strategy Development. , Idea Generation. , Business Analysis. Your Answer Business Strategy Development. , Idea Generation. , Business Analysis. Multiple Choice Multiple Answer Question Through brand building mechanism, following are built :- Correct Answer Brand awareness , Confidence , Brand equity Your Answer Brand awareness , Brand equity Multiple Choice Single Answer Question It links resource expenses to the variety and complexity of products produced :-

Page 184: service marketing and brand management

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

Page 185: service marketing and brand management

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

Page 186: service marketing and brand management

Question In case of services ________ can not be separated from consumption. Correct Answer Production. Your Answer Selling. Multiple Choice Single Answer Question The Molecular Model is developed by :- Correct Answer Lynn Shostack. Your Answer Lynn Shostack. Select The Blank Question The problem with umbrella brand strategy stems from the failure to appreciate its ________. Correct Answer Demand Your Answer Demand True/False Question The firm do not collects & documents complaints from customers. Correct Answer False Your Answer False True/False Question Re-engineering is one of the most difficult strategies to implement in organisations that are traditional. Correct Answer True Your Answer True Match The FollowingQuestion Correct Answer Your Answer

Television Broadcasting. Channel 7. Channel 7.

Railroad Transportation.Konkan Railway. Konkan Railway.

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

Retail Trade. Food World. Food World.

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

Page 187: service marketing and brand management

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

Page 188: service marketing and brand management

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:-

Page 189: service marketing and brand management

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

Page 190: service marketing and brand management

Question Research objectives for services are as follows :- Correct Answer To identify dissatisfied customers. , To monitor & track service performance. , To forecast future expectations of customers. Your Answer To identify dissatisfied customers. , To monitor & track service performance. , To forecast future expectations of customers. Multiple Choice Multiple Answer Question Brand strength is measured against which key attributes? Correct Answer Market , Leadership , Geography Your Answer Market , Leadership , Topography Select The Blank Question Basic element in PR strategy is the preparation of ________. Correct Answer Press release Your Answer Press release True/False Question Distributing an innovation to all brands minimises the ability to justify a premium price for the top innovative brand. Correct Answer True Your Answer True Match The FollowingQuestion Correct Answer Your Answer

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

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

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

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

Select The Blank Question Customer ________ is essential to building winning brands. Correct Answer Knowledge Your Answer Involvement True/False Question The greater the number of different services a customer purchases from a single supplier, the closer the relationship. Correct Answer True Your Answer True

Page 191: service marketing and brand management

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

Page 192: service marketing and brand management

True/False Question A multi brand policy can stop any new competitor's entering a market. Correct Answer True Your Answer True Multiple Choice Multiple Answer Question The examples of backstage failures include :- Correct Answer Not receiving your course grades , Delay in flights , Receiving incorrect hotel bill Your Answer Not receiving your course grades , Delay in flights , Receiving incorrect hotel bill True/False Question The pricing of services is difficult. Correct Answer True Your Answer True Multiple Choice Multiple Answer Question Communities can be created offline through which of the following techniques? Correct Answer Membership organisations , Community based grass root events , Customer contests Your Answer Membership organisations , Community based grass root events , Customer published web magazines True/False Question The vandals resort to physical abuse or damage of property. Correct Answer True Your Answer True True/False Question The corporate culture must reinforce the brand essence, promise and personality. Correct Answer True Your Answer True Match The FollowingQuestion Correct Answer Your Answer

Definition of value What I get for what I give The quality I get for the price I pay

Setting price to recover full costs Cost based pricing What I get for what I give

Cable, television, electricity, water, telephone etc Regulation and pricing of utility servicesRegulation and pricing of utility services

Alternative to bidding Negotiation Negotiation

Multiple Choice Single Answer Question A fast food outlet refer to following features of services :- Correct Answer Intangibility.

Page 193: service marketing and brand management

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

Page 194: service marketing and brand management

LIST OF ATTEMPTED QUESTIONS AND ANSWERS Select The Blank Question ________ are the customers who tell others not to buy the brand from the company. Correct Answer Terrorists Your Answer Terrorists Select The Blank Question One of the greatest benefits of blue printing is ________. Correct Answer Education Your Answer Education Multiple Choice Single Answer Question Services are :- Correct Answer Not tangible Your Answer Not tangible True/False Question Re-engineering is one of the most difficult strategies to implement in organisations that are traditional. Correct Answer True Your Answer True True/False Question Blue printing offers an excellent way to understand customer's service experience. Correct Answer False Your Answer True Multiple Choice Single Answer Question Services :- Correct Answer Can not inventoried. Your Answer Can not inventoried. True/False Question Empathy is non ability to provide caring individualized attention the firm provides its customers. Correct Answer False Your Answer False True/False Question Co-creating a brand with it's customers will help the brand continue to thrive. Correct Answer True Your Answer True Multiple Choice Single Answer Question Which brand strategy has the ability to provide a two tiered sense of difference and depth? Correct Answer Source brand strategy Your Answer Source brand strategy True/False Question Services are deeds and efforts. Correct Answer True Your Answer True

Page 195: service marketing and brand management

Multiple Choice Multiple Answer Question Following are Possessing processing services directed at physical posessions :- Correct Answer Freight transportation. , Repair & Maintenance. , Warehousing / Storage. Your Answer Freight transportation. , Repair & Maintenance. , Warehousing / Storage. Multiple Choice Single Answer Question Goods can be :- Correct Answer Standardized. Your Answer Standardized. Select The Blank Question The purpose of ________ is to project a positive and consistent image to the public. Correct Answer Socialisation Your Answer Socialisation Multiple Choice Single Answer Question For services its quality depends on :- Correct Answer Consumer's Perception Your Answer Consumer's Perception True/False Question Market value method is used when valuing your own brand image for inclusion in the balance sheet. Correct Answer False Your Answer False Multiple Choice Multiple Answer Question The non personal communication component in Service Marketing Systems are :- Correct Answer Letters , Advertising , Signage Your Answer Letters , Advertising , Signage Multiple Choice Multiple Answer Question The fluctuating demand of services can be overcome by :- Correct Answer Peak load pricing , Motivating non peak consumption , In house alternative services Your Answer Peak load pricing , Motivating non peak consumption , In house alternative services Multiple Choice Single Answer Question It creates a relationship and a strong bond with the customer that grows over time :- Correct Answer Brand equity Your Answer Brand promise Multiple Choice Single Answer Question It links resource expenses to the variety and complexity of products produced :- Correct Answer ABC Your Answer ABC Multiple Choice Single Answer Question It is the satisfaction linked attractiveness of the brand in its relationship with society :- Correct Answer Ethical Your Answer Ethical Select The Blank Question In case of services whose technical quality can not correctly evaluated ________ used as signal of quality. Correct Answer Courtesy

Page 196: service marketing and brand management

Your Answer Courtesy Multiple Choice Multiple Answer Question Which of the features are on the right side of the brand identity hexagonal prism? Correct Answer Personality , Culture , Self image Your Answer Personality , Culture , Self image Multiple Choice Multiple Answer Question Features of Quality Service are:- Correct Answer Reliability , Responsiveness , Empathetic Your Answer Reliability , Responsiveness , Empathetic Select The Blank Question Performance of services is ________. Correct Answer Intangible. Your Answer Intangible. Multiple Choice Multiple Answer Question Gap Model says that :- Correct Answer Close customer gap. , Remove discrepancies within organisation. , Use the strategies to drive service excellence. Your Answer Close customer gap. , Remove discrepancies within organisation. , Use the strategies to drive service excellence. Multiple Choice Multiple Answer Question The examples of backstage failures include :- Correct Answer Not receiving your course grades , Delay in flights , Receiving incorrect hotel bill Your Answer Not receiving your course grades , Delay in flights , Receiving incorrect hotel bill True/False Question The corporate culture must reinforce the brand essence, promise and personality. Correct Answer True Your Answer True Select The Blank Question One of the methods of motivating the service providing employees is through ________ statement. Correct Answer Mission Your Answer Mission Select The Blank Question Many companies have adopted the idea that employees are also ________ of the organisation. Correct Answer Customers Your Answer Customers Multiple Choice Multiple Answer Question Blue prints are particularly useful at which stages of service development? Correct Answer Design , Redesign Your Answer Design , Redesign Multiple Choice Single Answer Question It is the satisfaction linked to the attractiveness of the brand, to its logo, to its communication :- Correct Answer Hedonistic Your Answer Hedonistic

Page 197: service marketing and brand management

Multiple Choice Multiple Answer Question What are the social facets of brand identity prism? Correct Answer Physique , Relationship , Reflection Your Answer Physique , Relationship , Culture , Reflection True/False Question External brand building is essential to internal brand building. Correct Answer False Your Answer False True/False Question Distributing an innovation to all brands minimises the ability to justify a premium price for the top innovative brand. Correct Answer True Your Answer True Multiple Choice Multiple Answer Question Advantages of a Generalist approach are:- Correct Answer Maximises advertising synergy , Customer loyalty , Allows for existence of two separate dealers Your Answer Maximises advertising synergy , Customer loyalty , Allows for existence of two separate dealers Select The Blank Question Service employees basically perform ________ functions. Correct Answer Marketing Your Answer Marketing Match The Following Question Correct Answer Your Answer Television Broadcasting. Channel 7. Channel 7. Railroad Transportation. Konkan Railway. Konkan Railway. Education Services. Indian Institute of Management. Indian Institute of Management. Retail Trade. Food World. Food World. Multiple Choice Multiple Answer Question People are emotionally connected to a brand for following reasons:- Correct Answer Admirable brand , Intense brand , Unique brand Your Answer Admirable brand , Intense brand , Unique brand True/False Question The greater the number of different services a customer purchases from a single supplier, the closer the relationship. Correct Answer True Your Answer True Multiple Choice Single Answer Question It is the defining aspect of a brand :- Correct Answer Relevant differentiation Your Answer Value

Page 198: service marketing and brand management

Multiple Choice Single Answer Question The zone of tolerance is a :- Correct Answer Window of customer service level Your Answer Window of customer service level Match The Following Question Correct Answer Your Answer Wealth creators Brands Brands Airline frequent flyer programs Financial benefits Financial benefits Interest linkages Structural ties Structural ties Process of wealth creation Brand building Brand building Multiple Choice Multiple Answer Question The tangible clues helps the consumers in :- Correct Answer Service evaluation , Assessing quality of services , The market valuation of the service provider Your Answer Service evaluation , Assessing quality of services , The market valuation of the service provider Multiple Choice Single Answer Question The skill and knowledge necessary to do the job is :- Correct Answer Service competencies Your Answer Service competencies Select The Blank Question Many ________ also sell insurance products and collect commission but are not normally involved in handling claims. Correct Answer Banks Your Answer Banks Multiple Choice Single Answer Question It is a measure of brand's potential profitability :- Correct Answer Earnings Your Answer Strength Multiple Choice Single Answer Question What is defined as the sum of all the perceived benefits minus the sum of all the perceived service outlays? Correct Answer Net value Your Answer Surplus

  LIST OF ATTEMPTED QUESTIONS AND ANSWERS  

     

Brow ser Name: M

Page 199: service marketing and brand management

 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 :-

Page 200: service marketing and brand management

  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

Page 201: service marketing and brand management

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

Page 202: service marketing and brand management

 

 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

Page 203: service marketing and brand management

  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.

Page 204: service marketing and brand management

  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.

Page 205: service marketing and brand management

  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.

Page 206: service marketing and brand management

 

 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.

Page 207: service marketing and brand 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.

 

Page 208: service marketing and brand management

 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

 

Page 209: service marketing and brand management

 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

Page 210: service marketing and brand management

  Question   Internal brand culture is composed of:-

  Correct Answer  

Language used , Beliefs and attitudes of staff , Organisational structure

  Your Answer   Beliefs and attitudes of staff , Organisational structure

 

 Multiple Choice Single Answer

  Question   The effectiveness of the service can be judged on the basis of its :-

  Correct Answer  

Outcome.

  Your Answer   Outcome.

Part-1 Services Marketing

Q3 (A) What is service encounter? Give two independent examples of service

encounter with following themes:

(i) Recovery (ii) Adaptability (iii) Spontaneity (iv) Coping

Ans:

When a customer interacts with the service company a service encounter is said

to have occurred .For example:- among the service encounters a hotel customer

experiences are checking in, being taken to the room by a bell boy, eating in a

restaurant or ask for the meals in the room etc. These encounters therefore offer

Page 211: service marketing and brand management

an opportunity to the service company to prove its potential as a quality service

provider and to increase customer loyalty. Service encounter with the above

themes are:-

RECOVERY: Employee response to service delivery systems failures. For

example: -

(i) They lost my room reservations, but the manager gave me the VIP suit for the

same price.

(ii) The airline employees continually used unsatisfactory information. One-hour

delay turned into six-hour wait.

ADAPTABILITY: Employees response to the customer needs and requests. For

Example:-

The hotel staff couldn’t deal with the noisy people partying in the hall at 3 A.M.

I lost my glasses on the plane, the stewardess found them and the airline

delivered to my hotel free of charge.

SPONTANITY: Unprompted and unsolicited employee actions. For Example: -

On knowing by chance that a customer birthday is there, waiter in the hotel room

brings a piece of cake as a surprise.

I need a few more minutes to decide on a diner. The waitress said, “If you would

read the menu not the road map, you may want to order”.

COPING: Employees response to problem customer. For example: -

Page 212: service marketing and brand management

A customer start shouting at the reception desk of a hotel on account of some

falsely perceived problems, but the receptionist keeps her cool and acts very

professionally.

(ii) Manager telling to an uncooperative customer to leave the hotel and find an

accommodation somewhere else if he is encountering so many problems.

(B) Explain the difference in marketing physical goods of services.

Ans. Services are said to be the intangible because they are performances and

not objects. They cannot be touched or seen in the same manner as goods.

Whereas goods are first produced, and then sold, then consumed, services are

sold first and then produced and then consumed simultaneously. For example,

an airline passenger first purchases a ticket and then flies, consuming the in-

flight services as it is produced.

Unlike the producers of goods, service providers engage in face-to-face

interactions with there customers who are directly involved in the service

production process. Service providers use strategies like training customer

contact personnel, manage customer through out the service experience etc.

Standardization and quality control are difficult for a service firm to provide on

regular tasks as compared to goods manufacturers. Service firms use strategies

like offering customized services that meat individual customer needs.

Page 213: service marketing and brand management

Unlike goods that can be stored and used at a later rate, service that are not sold

when they become available cease to exist. For example: - airline seats that are

not sold cannot be reserved and added on to the aircraft

during holiday season. Strategies are being developed by service providers so as

to manage supply with the demand and vice versa.

The traditional four P’s viz product, price, place, and production work well for

goods. However in services marketing 3 additional P’s are required i.e. people,

physical evidence and process.

Page 214: service marketing and brand management
Page 215: service marketing and brand management

Q4 (a) Describe with examples fine dimensions of service quality.

Ans.

Service quality is a critical component of customer perception. In case where

customer services are offered in combination with a physical product, service

quality is important in determining customer satisfaction.

The five dimensions of service quality are:-

RELIABILIY: It is defined as the ability to reform the promised service

dependably and accurately. Customers want to do business with companies that

keep their promises, particularly their promises about the main service attributes.

For example:- The reliability message of Federal Express (Fed Ex) in US reads-

when it “absolutely, positively has to get there”- reflects the company’s services

positioning.

RESPONSIVENESS: It is the willingness to help customers and to provide

prompt service. This dimension emphasis attentiveness, promptness in dealing

with customer’s requests, questions, complaints etc. For example: - manager of a

hotel lost a customer room reservation, to compensate for the inconvenience, the

manager gave him the VIP suit for the same price.

ASSURANCE: It is defined as employee’s knowledge and courtesy and the

ability of the firm and employees to inspire trust and confidence. This dimension

is applicable for those services that involve risk- banking, insurance etc. For

example: customer is assigned to a banker who well get to know them

individually and who well co-ordinates all their banking services.

Page 216: service marketing and brand management

TANGIBLES: It is appearance of physical facilities, equipment, personnel and

Communication materials. The customers evaluate the quality of service on

above tangible features. For example: Some hairdressers provide fast, efficient

service, comfortable and clean waiting area etc.

EMPATHY: It is the ability to provide caring individualized attention to its

customer. For Example- A hotel customer needs to be treated like a guest and

should not be allowed to feel as if he is an unwelcome stranger who has dropped

by at the last minute.

(b) Explain the leaps model of service quality?

Ans. Valerie A Zeethanil and Mary Jo Bitneer have developed the leaps model of

service quality. The central focus of the gaps model is the customer gap i.e. the

difference between customer expectations and perceptions. Expectations are the

standards of performance against which service experience are compared.

Customers would perceive that they receive what they thought they would and

should. The idea is that firms want to close this gap between what is expected

and what is received to satisfy their customers and build long-term relationships

with them to close this all, first the providers gaps need to be closed which are:-

Gap 1- Not knowing what customers expects.

Gap 2- Not selecting the right service designs and standards.

Page 217: service marketing and brand management

Gap 3- Not delivering to service standards.

Gap 4- Not marketing performance to promise.

In a broad sense, the gap model says that a service marketer must first close the

customer gap, to do so, the provider must close the four provider gaps or

discrepancies Within the organization that inhibit delivery of quality service. The

gaps model focuses on strategies and processes that firms can employ to drive

service excellence.

Page 218: service marketing and brand management

Customer Gap

Customer

Gap 1

Company

Gap 4

Gap 3

GAP MODEL OF

Gap 2 SERVICE QUALITY

Perceived Service

Expected Service

Customer Driven Service Designs and Standards

Service Delivery

Customer Perception of Consumer Expectation

External Communication to Customers

Page 219: service marketing and brand management

Q9(a) Describe the role of intermediaries in service Distribution. What are the

problems encountered ?

Ans(a)

(1) The procedure appears to be placing the focus destiny in the hands of

intermediaries. But procedures do gain several advantages by using

intermediaries :-

Page 220: service marketing and brand management

(i) Many procedures lack the financial resources to carryout direct marketing.

For eg:- General Motors sell its auto mobiles through more than 10,000 dealer

outlets.

(ii) In some cases direct marketing simply is not feasible For eg. The Wrigley

Jr. Company would not find it practical to establish small retail chewing gum

shops throughout the Country or to sell it by mail order. Wrigley finds it easier to

work through the extensive network privately owned distribution organizations.

(iii) Producers who do establish their own channels can often earn a greater

return by increasing their investment in their main business. If a company earns

20% rate of return on manufacturing and focuses only a 10% return on retailing,

it will not want to undertake its own retailing.

The use of intermediaries largely is because of their superior efficiency in making

goods widely available and accessible to target markets. Though their contacts,

experience specialization and scale of operation, intermediaries usually offer the

firm more than it can achieve on its own. Intermediaries smooth the flow of goods

and services.

Using intermediaries also effect in cost saving. For Eg:-

Page 221: service marketing and brand management

1

2 1 4

3

4 5 2 5

6 8

7 3 6

9

(A)Number of Contacts (B)Number of Contacts

M * C = 3*3 = 9 M + C = 3+3 = 6

M = Manufacturer C = Customer D = Distributor

Part (a) Shows three producers, each using direct marketing to reach three

customers. This system requires nine different contacts.

Part(b). Shows the three producers working through one distributor, who contacts

the three customers. This system requires only six contacts. In this way,

intermediaries reduce the amount of work that must be done.

Problems encounter with intermediaries are :-

M C

M C

DM C

CM

C

M

M

C

Page 222: service marketing and brand management

1. Channel conflict can occur between the service provider and the service

intermediaries.

2. The monetary arrangement between producers and intermediaries is also

an issue of conflict.

3. Inconsistency and lack of uniform quality results when multiple outlets

deliver services.

Q9(b).Explain the options for service delivery with respect to the place and time.

Ans(b)

The option for service delivery with respect to place are:-

Mini-Store: Service firms have started to create service factories on a very small

scale to maximize coverage within a geographical area. For Ex: ATM, which

offers many of the functions of a bank branch within a small self-service machine

which can be located within stores, hospital, airports etc.

Page 223: service marketing and brand management

Locating In Multipurpose Facilities: Modern buildings are often designed to

multipurpose, featuring not only office or production space but also such services

as a bank, a restaurant, several stores etc.

E-Commerce: Selling goods and services through the internet is a major growth

trend. Virtual shopping centers have become large, more colorful etc.

With Respect To Time: Some services have long operated 24 hours a day,

every day of the year. These are services that respond to emergencies such as

fire, police and ambulance etc. Hospital and long-distance trains don’t stop for

the night and also telephone conveyance always has operators available on a

24-hours basis. Customers are busy with their personal lives and work, so they

expect suppliers to be available to them, when its convenient for customers, not

when its convenient for suppliers, so they want extended hours and easy access.

ATM and Call Centers fulfill this requirement. For Ex:- Citibank, BSNL, VSNL,

MTNL, have call centers that work on 24 hours basis.

Q10(a) Explain the meaning of physical evidence in service marketing with

examples of service and other tangibles.

Page 224: service marketing and brand management

Ans(a)

Since service are intangible, customers often rely on tangible cues or physical

evidence, to evaluate the service before the purchase and to access their

satisfaction with the service during and after consumption. Effective design of

physical, tangible evidence is important for purchasing decision. Physical

evidence include all aspects of the organization physical facility (the secures

cape) as well as other forms of tangible communications. Elements of the

secures cape include exterior attributes (such as parking, landscape) and interior

attributes (such as design, layout, etc.) Other tangible include uniforms, reports,

brochures etc. Examples of physical evidence are:-

SERVIC

E

SERVICESCAP

E

OTHER TANGIBLES

Insuranc

e

Not applicable Policy itself, Billing statements,

Company Brochures, Tellers,

etc

Hospital Building exterior

parking signs,

waiting areas,

medical

equipments, etc.

Uniform reports, stationary

billing statements.

Airline Airline gate area,

Airline exterior,

Airline interior

Tickets, food, uniform

Express Not applicable Packaging, trucks, uniforms,

computers

Page 225: service marketing and brand management

Q10(b) Explain the importance of managing physical evidence of (i)Service

Facilities (ii)Packing the service (iii)Facilities the Service Process.

Ans(b)

The importance of physical evidence in the following are:-

Service Facilities: Differentiation can be achieved by using physical evidence to

reposition the service firm in the eyes of its customer. Upgrading the firms

facilities often upgrade the image of the firm in the minds of consumers and may

also attract more desirable market segment. In addition, the appearance of

personnel and facilities often has a direct impact on how consumers perceive

that the firms will handle the service aspects of its business. Similarly, nicely

designed facilities are going to be perceived as having an advantage over poorly

designed alternatives.

Packaging The service: Utilizing the firms physical evidence to package the

service does send quality cues to consumers and adds value to the service in

terms of image development, improves consumer perception of service while

reducing both levels perceived risks associated with the purchase and doubts

after the purchase. The firms physical facilities forms the customers initial

impression concerning the type and quality of service provided.

Page 226: service marketing and brand management

Facilitating The Service Process: Physical evidence can provide information to

customers on how the service production process works. Examples include

signage that specifically instructs customers; menus and brochures that explain

the firms offering and facilitate the ordering process for consumers and providers;

physical structures that direct the flow of consumers while waiting and barriers

such as counters at a dry cleaners, that separate the technical core of the

business from the part of the business in which consumers are involved in the

production process.

Page 227: service marketing and brand management

Q11 (a) Explain the importance of non-financial and financial costs in pricing of

services.

Ans (a)

In purchasing a service (or product), the customer expects to receive a set of

benefits whose anticipated value exceeds the perceived cost of obtaining it. This

expenditure are completed of both financial and non-financial outlays. For

customers, the non-financial costs of service reflect the time, effort and

discomfort associated with search, purchase and use. Customer’s involvement in

production means that customers incur such burdens as mental and physical

efforts and exposure to unwanted sensory experiences such as noise, heat and

smells. Service that are experienced and its attributes may also create

psychological costs, such as anxiety. The non-financial costs of service can be

grouped into 4 distinct categories.

Time expenditure

Physical effort (such as fatigue and discomfort)

Psychological burdens(such as mental effort and negative feelings)

Negative sensory burdens (unpleasant sensation)

Cutting these type of inconvenience may even allow service firms to increase

monetary price while still offering what is perceived by customers as “good

value”, In other words, people are willing to pay higher prices to reduce the non-

financial costs.

Page 228: service marketing and brand management

Q11(b) Explain the factors that make services pricing different compared to

goods pricing.

Ans(b)

The factors that make services pricing different are:-

No Ownership of Service: It is usually harder for managers to calculate the

financial costs involved in creating an intangible performance for a customer than

it is to identify the labor, materials etc for physical products. Because of the labor

and infrastructure needed to create performance, many service organization

have a much higher ratio of fixed costs to variable costs.

Variability of Both input and output: Its not always easy to define a unit of

service similarly units of service may not cost the same to produce and neither

Page 229: service marketing and brand management

may they be of equal value to customers-especially if the variability extends to

greater or lesser quality e.g.:- A restaurant offering good value of money to

youngsters may not offer equal value to family customers.

Many Services are Hard to Evaluate: The intangibility of service performance and

the invisibility of the necessary backstage facilities and labor market, it makes

harder for customers to see what they are getting for their money than when they

purchase a physical good.

Importance of The Time Factor: The way in which scheduling and the amount

of time required to complete a service performance may effect customer

perceptions of valve. In many instances, customers are willing to pay more for

service delivered quickly than for one delivered more slowly. Sometimes greater

speed increases operating costs too (for e.g.:- Shatabdhi Express being fast,

tickets are costly)

Q12 Write short notes on any four-

Servqual:

Service quality is a critical component of customer perception. Service quality is

dominant element in customer’s evaluation and determining customers

satisfaction. Eight dimensions of quality are applied to all goods and services,

Page 230: service marketing and brand management

performances, feature, reliability, conformance, durability, serviceability,

aesthetics and prestige.

The servqual scale includes fine dimensions: Tangibles, reliability

responsiveness, assurance and empathy. Within each dimension several items

are measured on a 7 points scale from strongly agree to strongly disagree. The

gaps model of service quality focuses on the customer gap the difference

between customer’s expectation and perceptions. In order to close this gap

between customers expect and receive, the model suggests that the provider

gap needs to be closed.

Personal Selling:

Personal selling is the most cost-efficient tool at later stages of the buying

process, particularly in building up buyer’s preference, conviction and action.

Personal selling involves an alive, immediate and interactive relationship

between two or more persons. Effective sales representatives will normally keep

the best interest of their customers at heart, if they want to maintain long-term

relationships. The selling process involves the following steps:-

Prospecting

Preparing

Page 231: service marketing and brand management

Presenting Handling Closing Follow-up

Approach objections Probe for needs Convince the prospect

Sales Promotion:

Companies use sales promotion loots to create a stronger and quicker response.

Sales promotion can be used to dramatize product offers and to boost falling

sales. Sales promotion effects are short run and does not build long- run brand

preference. Sales promotion loots-coupons, contests, premiums and the like are

diverse and offer three distinctive benefits:

Communication:

Identify and qualify    Potential

      Customers

Pre-approach Call planning

Page 232: service marketing and brand management

They gain attention and usually provide information that may lead the consumer

to the product.

Incentive: They include concession, inducement etc that gives value to the

consumer.

Invitation: They include a distinct invitation to engage in the transaction now.

Page 233: service marketing and brand management

Promotional Objectives in Service Marketing:

Marketers should be clear about their objectives, otherwise it becomes difficult to

formulate appropriate manages and communication tools to achieve them. Some

objectives are as follows:-

Create memorable images of specific companies and their brand.

Recognize and reward valued customers and employees.

Teach customers how to use a service to their own best advantage.

Encourage trail by offering promotional incentives.

Provide reassurance (e.g. by promoting service guarantees)

Page 234: service marketing and brand management

Part-II Brand Management

Q4(a) Explain the logic of co-branding.

Ans a.

With increasing frequency, companies today are under taking joint marketing

projects. That is, two different companies, fair their respective brands in

collaborative marketing effort:-

New product launches clearly identify the brands that cooperated to create and

market them. For e.g. Compaq and Mattel combined their respective expertise to

bring out a line of high-tech, interactive toys.

Co-branding may help usage extension. In Europe Bacardi and Coke advertise

together. Bacardi’s status is powerful endorsement for coke as the ideal mixer.

Image reinforcement may also be an objective of co-branding in the detergents

and vice versa. Thus, Ariel and Whirlpool recently launched a co-branded

advertising campaign, whose claim is “The art of washing”.

Co-branding appears in sales promotion too. Whirlpool, includes, Bird’s eye

coupons in its refrigerators owners manuals.

Page 235: service marketing and brand management

Capitalizing on synergies among a no. of brands is another co-branding

objective. Credit card companies like Visa or MasterCard are excellent examples

of co-branding where synergies with banking companies one expected giving rise

to a number of co-branding e.g. Citibank, Visa Card or co-branding involving

there partners i.e. Sahara Airlines, Standard Charter Bank, Visa Card.

Q4 (b)Explain the Logic of Brand Extension.

Ans(b)

When they wish to enter markets from which they have been absent, more

companies do so using the name of one of their existing brands, rather than

using a new brand name created for that purpose. This is known as brand

extension.

The logic of brand extension is:-

To be modern in today’s world means to be in the tune with developments in user

habits and practices. If brands do not flow these developments, there is risk of

them being left behind? Innovation is thus required to allow the brand to remain

up to date.

Page 236: service marketing and brand management

Brand extension results from the concentration of efforts on a few brands. Firms

have thus put an end to the practice of making every new product a new brand.

This reduces the cost of advertising and supports increase of R and .

Brand extension enables the brand to break away from the mono-product. Brand

extension is necessary in order for the brand to survive, as all products are

subjected to a life cycle. A product must not get caught in the life cycle and

ensure its survival.

Brand extension gives access to an accumulated image capital. Potential buyers

hopes to derive immediate projects from the brand by extending it and earning

royalties. Reliance has accumulated such a reservoir of brand image capital that

when the company entered Tele-communication services business, brand

extension was the necessary choice.

Brand extension is the only way of defending a brand at risk in a basic market.

Q6(a) Explain the Concepts of Brand Equity.

Ans(a)

Brand vary in the amount of power and value they have in the market place. At

one extreme are brands that are not known by most buyers in the market place.

Page 237: service marketing and brand management

Then there are brands for which buyers have a fairly high degree of brand

awareness. Beyond this are brands with a high degree of brand acceptability In

other words, brands that most customers would not resist buying. Then there are

brands that enjoy a high degree of brand preference. There are brands that are

selected over the others. Finally there are brands that command a high degree of

brand loyalty. A strong brand is said to have a high brand equity is the value of

the brand over and above its commodity value. According to Aiker, brand equity

“is a set of assets linked to a brand’s name and symbol that adds to the value

provided by a product or service”. Brand equity consists of assets such as brand

loyalty name awareness, perceived quality, strong brand associations and other

assets such as patents, trade, marks and relationships with distributors and

strategic partners. High brand equity provides a number of advantages:

The company will enjoy reduced marketing costs because of the high level of

consumer’s brand awareness an loyalty.

The company can more easily launch brand extension since the brand name

carries high creditability.

The company can change a higher price than its competitors because the

brand has higher perceived quality.

Page 238: service marketing and brand management

Q6(b) What is brand valuation? Describe any three methods of brand valuation.

Ans(b)

Valuation of a band is desirable for providing objective to the “value” of the brand,

which otherwise tends to become more subjective and less useful or a guide for

marketing decision making in mergers and acquisition, brand value could help in

determining a corporation price and support the decision process. A brand exists

only because of its commitment of its internal values, without this, it is nothing but

a glorified product name.

Some of the methods of brand evaluation are:-

The Price Premium Method: Here the revenues of an unbranded competing

product are deducted from the revenues of a comparable branded product to

establish the excess or premium value of the brand. Using this as a baseline,

assumptions are made with respect to market growth, market share, inflation etc.

so, as to establish cash flows for discounting purposes.

The Historic Cost Method: Their method is used when valuing your own brand

image for inclusion in the Balance sheet. The methodology is to work out the

value of cost incurred in developing the product. Strictly they should be cost that

has not yet been expensed out to the P&L a/c, but the practice includes all

directly identifiable costs.

Page 239: service marketing and brand management

Market Value Method: This method is based on cost i.e. how much would we

have to spend in terms of cost, time, efforts, to develop and market a similar

product and bring it to the level of the brand that we wish to acquire.

Q (a) Explain Kapeure’s Brand Identity prism.

Ans (a)

Brand identity can be represented by a hexagonal prism.

Page 240: service marketing and brand management

Six sides of the prism represent six facts that define and help to establish

brand identity-

Physique: It is the brands backbone and its tangible added value. If the brand is

a flower, its physique is a stem. Without the stem, the flower dies it is the flowers

objective and tangible basis.

Page 241: service marketing and brand management

Personality: A brand has a personality of its own by communicating, it gradually

builds up character. The way in which it speaks of its products or services shows

what kind of person it would be if human.

Culture: These are the set of values feeding the brand’s inspiration and energy.

Culture is what links the brand to the firm, especially when the two hear the same

name.

Relationship: Brands are often at the edge of transactions and exchanges

between people. For e.g- Nike suggests a peculiar relationship it encourages us

to let lose (“just o it”), whereas ‘ Mere Bajaj’ conveys love and affection.

Reflection: A brand is reflection when asked for people’s views on certain car

brands, people answer in terms of the brands perception: that’s a brand for

young people! For fathers! For old folks! etc. A brand always builds a image of

the layer which is to be layered.

Self-image: A brand speaks to our self-image self image is the tangent’s own

internal mirror. Through our attitude towards certain brands, we indeed develop a

certain type of inner relationship with ourselves.

Page 242: service marketing and brand management

Q (b) Explain what is brand positioning. What are their limitations?

Ans (b)

Positioning a brand means emphasizing the main characteristic that makes it

different from its competition and appealing to the public. Brand positioning can

be changed even if product remains the same. This is known as repositioning.

Positioning is a crucial step based on four questions:-

For What Or Why? – Refers to brand promise and consumer benefit

aspect. For e.g. Bajaj Scooter is reliable etc.

For Whom? – Refers to the target aspect. For e.g. Coke and Pepsi are

teenager drinks.

For When? – Refers to the occasion when the product could be

consumed. For e.g. Dermi cool powder for summers etc.

Against Whom? – Refers to the competitors. For e.g. Wagon-R against

Santro.

Hence the four questions will help position the product or brand and make its

contribution obvious to the customer. But positioning has certain limitations,

which are:-

Page 243: service marketing and brand management

Positioning focuses on the product itself, but is difficult in the case of multi

product-brand. Positioning does not reveal or reflect all the brands potential. For

e.g. It does not help fully differentiate between Coca Cola and Pepsi. Positioning

controls the words only, leaving rest up to the unpredictable outcome of creature

hunches and protests.

Q8. Write short note on any two:

Ans 8(b)

Value of Brands to Consumers and Companies.

Value of Brands to Consumers:

Identification: To be clearly seen, to make sense of the offer, to quickly

identify sought after products.

Practicality: To save time and energy through identical repurchasing and

loyalty.

Page 244: service marketing and brand management

Guarantee: To be sure of finding the same quality no matter where or

when you buy the product or service.

Optimization: To be sure of buying the best product in the category, the

best performer for a particular purpose.

Value of Brands to Companies:

Brands, Market Shares and Profits: The brand leader is the most profitable

and all beyond number two are unprofitable.

Brand leverage: Higher volume leads to economies of scale in development,

production and marketing. Premium pricing increases revenue.

The Value of Niche Brands: Dominating the top market is usually more

profitable than being fifth in the large market.

Page 245: service marketing and brand management

Brand Loyalty and beliefs: Strong brands are more attractive to investors.

Brand loyalty also reduces marketing cost and enables firms to override

occasional problems (for e.g. Coke problem in Europe and India)

Motivating Stakeholders: Companies with strong Brands attract good recruits.

Page 246: service marketing and brand management

Ans 8(a)

Distribution/Retailers Brands:

For a retailer brand is a means and not a necessity. The different combinations of

DOB (Distributor Own Brands) observed in stores cannot be analyzed without

understanding the function of DOB which varies with the consequences as the

approach to DOB phenomenon is different with in each sector.

In hypermarket business the aim is to differentiate the stores. Discount stores

use private labels so as to be in better position to negotiate with their suppliers.

Certain stores also have added an image objective. For e.g- Marks and Spencer,

who aim to differentiate themselves in the long run buy offering high quality

goods etc. Indian retail Chains like Shoppers Stop, Pantaloons probably have the

same objective.

No one in coming years is going to eat or drink more the reverse is more likely to

happen. So the priority must be to increase profit margins and the store loyalty

and bring in growth in distribution through DOB. The presence of national brands

tends to make customers unfaithful because it enables them to compare price

between stores. In order to avoid this, stores are replacing known brands by

DOB’s, which are exclusive, and extent loyalty among the clientele.

Page 247: service marketing and brand management

  LIST OF ATTEMPTED QUESTIONS AND ANSWERS  

   

 Multiple Choice Single Answer

  Question   A brand must correspond to only one product. This is called :-

  Correct Answer  

Procterian dogma

  Your Answer   Procterian dogma

 

 Multiple Choice Multiple Answer

  Question   Value of a brand is a function of which two factors?

  Correct Answer  

Earnings , Strength

  Your Answer   Strength , Earnings

 

 Multiple Choice Single Answer

  Question   The Molecular Model has used following technology to explain it :-

  Correct Answer  

Chemical analogy.

  Your Answer   Chemical analogy.

 

 Multiple Choice Multiple Answer

  Question   Countries who are members of SUPER BRAND are:-

  Correct India , Hong Kong , Australia

 

IGNsYXNzPSdibH Brow ser Name: M

Page 248: service marketing and brand management

Answer  

  Your Answer   Hong Kong , Singapore , Australia

 

 True/False

  Question   Two major dimensions of Y & R model are: leadership and stability.

  Correct Answer  

False

  Your Answer   True

 

 Select The Blank

  Question   The ________ has a direct impact on the type of service desired and the length of service.

  Correct Answer  

Customer

  Your Answer   Customer

 

 Multiple Choice Single Answer

  Question   High contact services tend to be :-

  Correct Answer  

Those in which customer visit the service facility in person.

  Your Answer   Those in which customer visit the service facility in person.

 

 Multiple Choice Multiple Answer

  Question   Interactive skills training in employees allows to develop what all qualities towards customer?

  Correct Answer  

Empathetic , Courteous , Caring

  Your Answer   Empathetic , Courteous

 

Page 249: service marketing and brand management

 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 :-

Page 250: service marketing and brand management

  Correct Answer  

Brand image

  Your Answer   Brand identity

 

 Multiple Choice Single Answer

  Question   This method is used when valuing your own brand image for inclusion in the balance sheet :-

  Correct Answer  

Historic cost method

  Your Answer   NPV of future earnings

 

 True/False

  Question   A brand should strive to create a sense of community.

  Correct Answer  

True

  Your Answer   True

 

 Match The Following

Question Correct Answer Your Answer

Tangibles Dress, employee appearance

Dress, employee appearance

Employee motivation Mission statement Social skill, Likeability

Empowerment Authority to employee Authority to employee

Service orientation Social skill, Likeability Mission statement

 

 True/False

  Question   The business strategy in a production line organisation is one of Differentiation and Customisation.

  Correct False

Page 251: service marketing and brand management

Answer  

  Your Answer   False

 

 True/False

  Question   Appearance of personnel and facilities often have a direct impact on how consumers perceive that the firm will handle the service aspects of its business.

  Correct Answer  

True

  Your Answer   True

 

 Multiple Choice Single Answer

  Question   It is the difference between the price customers pay and the amount they would actually have been willing to pay to get the desired benefit :-

  Correct Answer  

Surplus

  Your Answer   Surplus

 

 Multiple Choice Single Answer

  Question   Which knowledge is essential for building winning brands?

  Correct Answer  

Customer

  Your Answer   Customer

 

 True/False

  Question   Horizontal extension of a brand is less of a handicap than vertical extension by which brands try to cover all levels of quality and status.

  Correct Answer  

True

  Your Answer   False

Page 252: service marketing and brand management

 

 Select The Blank

  Question   Brand's ________ are a measure of potential profitability.

  Correct Answer  

Earnings

  Your Answer   Value

 

 Multiple Choice Multiple Answer

  Question   The value of brand equity is a function of :-

  Correct Answer  

Age of the brand , Cumulative advertising , Order of entry into the market

  Your Answer   Age of the brand , Age of competitor's brand

 

 Multiple Choice Single Answer

  Question   This approach is often used for outsourcing contracts to provide food service, freight transportation etc :-

  Correct Answer  

Price bids

  Your Answer   Price bids

 

 Multiple Choice Multiple Answer

  Question   Various media options available to a service marketer are:-

  Correct Answer  

Magazines , Flyers , Radio

  Your Answer   Magazines , Flyers , Radio

 

 Multiple Choice Single Answer

  Question   D in AIDA stands for :-

  Correct Desire

Page 253: service marketing and brand management

Answer  

  Your Answer   Direction

 

 Select The Blank

  Question   ________ helps usage extension.

  Correct Answer  

Co-branding

  Your Answer   Brand extension

 

 Match The Following

Question Correct Answer Your Answer

Infosys Uses brand earnings model Uses brand earnings model

Super brands Marcel Knobil Marcel Knobil

Councils of Super brands Indonesia, Netherlands, Portugal

A C Neilsen

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

 

 Multiple Choice Multiple Answer

  Question   Service blue print supports which approaches to quality improvement?

  Correct Answer  

Top down , Bottom up

  Your Answer   Left to Right , Right to Left

 

 Select The Blank

  Question   The second objective of commercialization is to monitor ________ aspects of service during complete service cycle.

Page 254: service marketing and brand management

  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.

Page 255: service marketing and brand management

 

 Select The Blank

  Question   Customer ________ is essential to building winning brands.

  Correct Answer  

Knowledge

  Your Answer   Involvement

 

 Select The Blank

  Question   The ________ has made world wide brand building easier.

  Correct Answer  

Internet

  Your Answer   Internet

 

 Select The Blank

  Question   Cues such as the ________ that accompany the service.

  Correct Answer  

Tangibles

  Your Answer   Tangibles

 

 Multiple Choice Multiple Answer

  Question   The visible components of service operations are :-

  Correct Answer  

Service personnel , Equipments , Physical facilities

  Your Answer   Equipments , Physical facilities , Other intangibles

 

 Select The Blank

  Question   A strong brand ________ gives relevant, differentiated, purchase motivating benefit to the target customer

  Correct Promise

Page 256: service marketing and brand management

Answer  

  Your Answer   Awareness

 

 Multiple Choice Multiple Answer

  Question   Various value based pricing are:-

  Correct Answer  

Service guarantees , Flat rate pricing

  Your Answer   Service guarantees , Flat rate pricing

 

 Select The Blank

  Question   Selling goods and services through the ________ is a major growth trend.

  Correct Answer  

Internet

  Your Answer   Internet

 

 Multiple Choice Multiple Answer

  Question   Internal brand culture is composed of:-

  Correct Answer  

Language used , Beliefs and attitudes of staff , Organisational structure

  Your Answer   Language used , Beliefs and attitudes of staff , Organisational structure

 

 Multiple Choice Single Answer

  Question   This approach is based on a standard sales presentation containing statements that lead the customer through stages to a purchase :-

  Correct Answer  

Formula approach

  Your Answer   Cues-response

 

Page 257: service marketing and brand management

 True/False

  Question   Gap Model is developed by Zeithaml & Bitner.

  Correct Answer  

True

  Your Answer   True

 

 True/False

  Question   When decisions regarding customer satisfaction are left to the discretion of employees, there may be inconsistency in the level of service delivered.

  Correct Answer  

True

  Your Answer   True

 

 Multiple Choice Single Answer

  Question   It promises a relevant, differentiated purchase motivating benefit to the target customer :-

  Correct Answer  

Strong brand

  Your Answer   Strong brand

 

 True/False

  Question   Service industry is a zero growth industry.

  Correct Answer  

False

  Your Answer   False

bGVmdCcgdmFsa Brow ser Name: M

Page 258: service marketing and brand management

  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.

 

Page 259: service marketing and brand management

 

 True/False

  Question   Coupons cannot be printed on the backs of ATM receipts.

  Correct Answer  

False

  Your Answer   True

 

 Multiple Choice Single Answer

  Question   It is a concept that serves to offset the limitations of postponing and to monitor the means of expression, the unity and durability of a brand :-

  Correct Answer  

Brand identity

  Your Answer   Brand identity

 

 Multiple Choice Multiple Answer

  Question   The important aspects of tangible dimension of Quality are:-

  Correct Answer  

Employee appearance , Dress

  Your Answer   Employee appearance , Dress

 

 True/False

  Question   Goods are sold first and then produced and consumed simultaneously.

  Correct Answer  

False

  Your Answer   False

 

 Match The Following

Question Correct Answer Your Answer

Application of service blue Computer systems analysis Top down and bottom up

Page 260: service marketing and brand management

print approach

Service blue print Top down and bottom up approach

Computer systems analysis

Service process Element of extended marketing mix

Element of extended marketing mix

Service are Intangibles Intangibles

 

 Match The Following

Question Correct Answer Your Answer

Service operation Service personnel & physical facilities.

Service personnel & physical facilities.

Servuction Model Visible & invisible factors Visible & invisible factors

FedEx Corporation All the sides of a triangle well aligned.

All the sides of a triangle well aligned.

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

All the non living features of service encounter.

 

 True/False

  Question   The benefit from source brand strategy lies in its ability to provide a two tiered sense of difference and depth.

  Correct Answer  

True

  Your Answer   True

 

 Multiple Choice Multiple Answer

  Question   Research objectives for services are as follows :-

  Correct Answer  

To identify dissatisfied customers. , To monitor & track service performance. , To forecast future expectations of customers.

  Your Answer   To identify dissatisfied customers. , To monitor & track service

Page 261: service marketing and brand management

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

 

Page 262: service marketing and brand management

 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 ________.

Page 263: service marketing and brand management

  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

Page 264: service marketing and brand management

 

 Select The Blank

  Question   One of the greatest benefits of blue printing is ________.

  Correct Answer  

Education

  Your Answer   Understanding

 

 True/False

  Question   Responsiveness does refers to non willingness to help customers.

  Correct Answer  

False

  Your Answer   False

 

 Multiple Choice Multiple Answer

  Question   People are emotionally connected to a brand for following reasons:-

  Correct Answer  

Admirable brand , Intense brand , Unique brand

  Your Answer   Admirable brand , Intense brand , Unique brand

 

 Select The Blank

  Question   Service employees basically perform ________ functions.

  Correct Answer  

Marketing

  Your Answer   Sales

 

 Select The Blank

  Question   While purchasing a service, perceived benefits are weighed against the perceived ________.

  Correct Costs

Page 265: service marketing and brand management

Answer  

  Your Answer   Costs

 

 Select The Blank

  Question   The customers can be ________ to address their needs.

  Correct Answer  

Educated

  Your Answer   Educated

 

 Multiple Choice Multiple Answer

  Question   Service skills and interactive training is required for:-

  Correct Answer  

Managers , Supporting the staff , Front line employee

  Your Answer   Front line employee , Managers

 

 Multiple Choice Multiple Answer

  Question   Communities can be created offline through which of the following techniques?

  Correct Answer  

Community based grass root events , Customer contests , Membership organisations

  Your Answer   Membership organisations , Community based grass root events , Customer contests

 

 Multiple Choice Single Answer

  Question   Which brand strategy has the ability to provide a two tiered sense of difference and depth?

  Correct Answer  

Source brand strategy

  Your Answer   Range brand strategy

Page 266: service marketing and brand management

 

 Multiple Choice Multiple Answer

  Question   Key elements of 'NPV of future earnings ' model are:-

  Correct Answer  

Financial forecasting , Role of branding , Brand risk

  Your Answer   Sales forecasting , Role of branding , Brand risk

 

 True/False

  Question   For a retailer, brand is a means and not a necessity.

  Correct Answer  

True

  Your Answer   True

 

 Select The Blank

  Question   ________ is the focal point around which an organisation defines how it will uniquely deliver value to the customer for a point.

  Correct Answer  

Brand

  Your Answer   Brand

 

 Select The Blank

  Question   ________ means the set of values feeding the brand's inspiration.

  Correct Answer  

Culture

  Your Answer   Culture

 

 Select The Blank

  Question   Creating ________ is the ultimate objective behind building a brand.

  Correct Apostles

Page 267: service marketing and brand management

Answer  

  Your Answer   Apostles

 

 True/False

  Question   Services are intangibles.

  Correct Answer  

True

  Your Answer   True

 

 Multiple Choice Single Answer

  Question   It describes a product or an item that is actually a brand name but has now become a part of our standard vocabulary

  Correct Answer  

Generic name

  Your Answer   Generic name

 

 Multiple Choice Single Answer

  Question   Many service firms offer their customers variety of :-

  Correct Answer  

Service related activities.

  Your Answer   Service related activities.

 

 Select The Blank

  Question   In case of services whose technical quality can not correctly evaluated ________ used as signal of quality.

  Correct Answer  

Courtesy

  Your Answer   Credibility

 

Page 268: service marketing and brand management

 Multiple Choice Single Answer

  Question   All marketing activities are essential for :-

  Correct Answer  

Building and maintaining relationships with customers.

  Your Answer   Building and maintaining relationships with customers.

 

 Multiple Choice Multiple Answer

  Question   Various uses of the company's physical evidence are:-

  Correct Answer  

Means for differentiation , Packaging , Socialising

  Your Answer   Means for differentiation , Socialising , Designing

 

 True/False

  Question   Well dressed individuals are perceived as more intelligent, better workers and more pleasant to engage in interactions.

  Correct Answer  

True

  Your Answer   True

 

 Multiple Choice Single Answer

  Question   Which of the following is the characteristic of goods?

  Correct Answer  

Inventoried.

  Your Answer   Sepratability.

  LIST OF ATTEMPTED QUESTIONS AND ANSWERS  

ZWZpdHMgXDw v Brow ser Name: M

Page 269: service marketing and brand management

   

 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

 

Page 270: service marketing and brand management

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

Page 271: service marketing and brand management

  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

Page 272: service marketing and brand management

  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.

Page 273: service marketing and brand management

  Correct Answer  

Sales promotion

  Your Answer   Sales promotion

 

 Multiple Choice Multiple Answer

  Question   Stores add value to the product by following features:-

  Correct Answer  

Free home delivery , Gift wrapping , Customised advice

  Your Answer   Free home delivery , Gift wrapping , Customised advice

 

 Multiple Choice Single Answer

  Question   It is the satisfaction linked to the attractiveness of the brand, to its logo, to its communication :-

  Correct Answer  

Hedonistic

  Your Answer   Hedonistic

 

 Match The Following

Question Correct Answer Your Answer

Issue of Airline miles in return for a purchase

Couponing Public relations

Face to face communication Personal selling Personal selling

Fund raising, recognition and reward programs

Public relations Advertising

Samples, coupons, gifts etc Sales promotion Couponing

 

 True/False

  Question   Brand stature is a combination of esteem and knowledge.

  Correct True

Page 274: service marketing and brand management

Answer  

  Your Answer   True

 

 True/False

  Question   Service pricing strategies are often unsuccessful.

  Correct Answer  

True

  Your Answer   True

 

 Select The Blank

  Question   Individualized attention given to customers refers to ________.

  Correct Answer  

Empathy

  Your Answer   Empathy

 

 Multiple Choice Multiple Answer

  Question   Advantages of Endorsing brand strategy are:-

  Correct Answer  

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

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

 

 Multiple Choice Single Answer

  Question   Service quality is a critical component of :-

  Correct Answer  

Customer perception.

  Your Answer   Customer perception.

 

 True/False

Page 275: service marketing and brand management

  Question   For services all three marketing activities represented by the sides of triangle are critical to success.

  Correct Answer  

True

  Your Answer   True

 

 Multiple Choice Multiple Answer

  Question   The examples of backstage failures include :-

  Correct Answer  

Not receiving your course grades , Delay in flights , Receiving incorrect hotel bill

  Your Answer   Not receiving your course grades , Delay in flights , Receiving incorrect hotel bill

 

 Multiple Choice Single Answer

  Question   For services its quality depends on :-

  Correct Answer  

Consumer's Perception

  Your Answer   Consumer's Perception

 

 True/False

  Question   A strong company name attached to a new product, transfers positive association and provides confidence and incentive to trial.

  Correct Answer  

True

  Your Answer   True

 

 Multiple Choice Multiple Answer

  Question   Strategies used to implement a culture of internal service quality are:-

  Correct Internal service guarantees , Internal customer service audits

Page 276: service marketing and brand management

Answer  

  Your Answer   Internal marketing , Internal service guarantees , Internal customer service audits

 

 True/False

  Question   The pricing of services is difficult.

  Correct Answer  

True

  Your Answer   True

 

 Multiple Choice Multiple Answer

  Question   Controllable factors by which services marketers can influence customers are as follows :-

  Correct Answer  

Explicit service promises. , Implicit service promises. , Avoid engaging in price.

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

 

 Multiple Choice Single Answer

  Question   Major Process Innovations consists of :-

  Correct Answer  

New process to deliver existing core products in new ways with additional benefits.

  Your Answer   New process to deliver existing core products in new ways with additional benefits.

 

 True/False

  Question   Too much crowding of ads leads to customer ignoring ads or not registering in the mind.

  Correct Answer  

True

Page 277: service marketing and brand management

  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

Page 278: service marketing and brand management

  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

Page 279: service marketing and brand management

  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

Page 280: service marketing and brand management

Intoduction To servicesService 1Aout the service sector 2Industries classified with in service sectorsClassification based on differening levels of customer contact 4High-contact servicesMedium-contact servicesLow-contact servicesWhy service marketing is important? 5Trends in service sectorA service based economyGlobal feature 6Reasons for growth of service industry 7Differentiating Servises from goods 11Tangibility SpectrumDifference in goods vs. services marketing 12Intangibity: An Important and unique differnceMarketing Peroblems Caused by Intangibity 13Lack of ability to be storedlack of protection by patentsDifficulty in displaying or communicating servcesDifficulty in pricing servces 14Possible soln to intangible cluesThe use of personsl sources of information 15Creation of a strong organisational brand imageInseparability 16Marketing Peroblems Caused by inseparabilityPhysical connection of the service provider to the serviceInvolvement of the customer in the production process 17Involvement of other customers in the production process 18Specila challenges in mass production of services 19Possible solutions to inseparability problemsEmphasis on selecting and training public contact personnelCustomer management 20Use of multisite locationsHeterogeneityMarketing problem caused by heterogeneity 21Possible soln to heterogeneity problemscustomisationStandardisation 22Pershability 23Marketing problem caused by perishability 24Possible soln perishability problemsDemand strategy : creative pricingDemand strategy : Resrvatins systems 25

Page 281: service marketing and brand management

Demand strategy :development of complimentary services 26Demand strategy :development of non peak demandSupply strategy: Part time employee utilisationSupply strategy: capacity sharing 27Supply strategy: advance preparation of expansionSupply strategy: Utilisation of third parties 28Supply strategy: Increase in customer participationSummary 29Extendad marketing mix- three Additional 'P's 31The service marketing Systems 33The service marketing triangleExternal marketing : making promisesInteractive Marketing : keeping promises 34Intarnal marketing: Enableing promisesAligning the slides of the traingle(As descrbed by hoffman & bateson) 35The inanimate Environment 36Contact PersonalService providersOther CustomersInvisible Organisation and systems 37Christopher Lovelock's analysis of service as a systemService poperations system 38service delivery system 39Service markeying system 40Physical evidence 42Tangible elements and communication compom=nents in the service marketing system 43 Managing service encounters 45service encounters Managing people in service encounters 46Critical incidents in service encountersThe customers perspective 47Reseasrch insights 48Group1 Sample incidents: Employee response to service delivery failureGroup2 Sample incidents: Employee response to Customer needs and requests 49Group1 Sample incidents: Unprompted and unsolicited Employee actions 50Common themes of sources of customer satisfaction/dissatisfaction 51recoveryAdaptivityspontaneityCopingThe employee's prospective 52The Problem of customers behaviourAddressing the challenge of Misbehaving customersSix types of misbehaving customers 53Service Quality 55Process Vs Technical outcome qualityservice quality dimensions 56Reliability 57ResponsivenessAssurance 58

Page 282: service marketing and brand management

TangiblesEmpathy 59Measuring service qualityThe servqual scale 60Servqual Questions 61TangiblesRealiabilityResponsivenessAssuranceEmpathyGeneric Dimensions used by customers to evaluate service quality 62Gaps model of service quality 63The customer gap 64The provider gaps 65Closing the customers gapThe customer gapCustomer Expectations and perceptions of services 69Expected services of expectationsDesired servicesAdequate serviceThe Zone of ToleranceA model of customer service expections 70Exhibit 71ways services marketers can influence factorsCustomers Perceptions 73Satisfactions VS service QualityInternal and External customer perceptions 74Customer perceptions of quality and customer satisfactionsCustomer satisfaction 75Product and service featuresCustomers EmotionsAttributions for service success or failure 76Perceptions of Equity or fairnessMarketing research forservice expectations and perceptionResearch objectives for servicesCriteria for an effective service research programme 77Element in an effective marketing research programme for servicescomplaint solicitationCritical Incident study 78Requirement researchRelationship SurveysTrailers calls or post transactional surveyServiceexpectation meetings and reviewsProcess check point Evaluations 79Market Oriented EthnographyMystery ShoppingCustomer panelLost customers research(Example) 80Service Product 87

Page 283: service marketing and brand management

Shostack's Molecular ModelEiglier And Langeard Model 88Threee Components of service ofering 90The Flower of service model 91New Service Product Development 95 A Hierarchy of new service categoriesSteps to be followed in new service development 97Front-End PlanningBusiness strategy DevelopmentIdea generationsService Concept development and evaluation 98Business analysis 99Implementationservice development and testingMarket Testing 100CommercialisationPost-introduction Evaluation 101Pricing Of ServicesPaying for service:The customer's perspectives 103Identifying theOutlays incurred by CustomersUnderstanding net value 104Increasing Ne value by Reducing Non-financial costs of servicesThe Context of service pricing 105What Makes service pricing Different?No ownership serviceVariability of Both inputs and outputs 106Many service are hard to EvaluateImportance of the Time factorFoundations of pricing strategy 107cost-based pricingRegulation and pricing of Utility servicesActivity-Based CostingCompetion-based pricing 109Price leadershipPrice bids and Negotitions Value-based pricing 110Pricing strategies to reduce UncertainityService guaranteesflat rate pricingRelationship pricing 111Low cost leadershipOption For Service delivery 113Customers visit the service siteProviders come to the customer 114Place and time decisionsWhere should services be delivered? 115locational constraintsMini-Stores 116Locating in multipurpose facilitiesE-commerce: The move to cyberspaceWhen should service be delivered? 117

Page 284: service marketing and brand management

Responding to customer's need for convenience 118Use of call centreProviding extended-hours customer serviceThe role of intermediaries 119Delegating specific-service elementsFranchisinglicensing and distribution elements 120Key problems involving intermediariesChannel conflict over Objectives and PerfomanceChannel conflict over cost rewardsDifficulty controlling Quality and consistency across Outlets 121Tension between Empowerment and controlChannel AmbiguityService Promotion 123Service Vs Goods: Implicationa for communications strategyIntagible nature of service performances 124Customer Involvement in ProductionService are harder for customers to Evaluate 125The need to balance supply and demandImportance of contact personnelReduced role for Intermediaries 126Setting communication ObjectivesKey Planning considerations 128The marketing communications mixPersonal sellingPersonal selling and communication 129What does a sales person do?how should sales person sale? 130the Stimulus-response approachThe formula approachadvertisingMedia available 131Choosing advertising mediaPublicity and public relationsSales promotion 132Sampling 133Short term discounts are price cutasign-up rebatesgift premiumsPrize promotions 134Instructional materialsThe people dimension of Service 137Service profit Chain 138service Quality dimensions are driven by Employee behaviour 139strategies for delivering services as per standard 140Technology helps 141Hire THE Right People 142Develop people to Deliver service Quality 143Training at tokoyo's imperial hotel 145Ritz-Carlton's Credo Card 146

Page 285: service marketing and brand management

Twelve rules of training at marriot internationalEmployee Motivation through mission statement 147VisionsValuesEmpower EmployeesPotential costs and benefits of Empowerment 149BenefitsCostsPromote Teamwork 150develop internal Support System 151Measure internal service QualityProvide supportive technology and equipment 152Develop service-oriented Internal processRetain the best people 153Treat Employees as customersMeasure and reward strong service performance 154Service Culture 155developing aservice cultureTransporting a service culture 156Service Process BluePrinting 159service blueprintblueprint component 160physical evidencecostomer actionsonstage contact backstage contact employee actionssupport processesservice blueprint components 162service blueprint examplesreading and using service blueprint 164benefits of service blueprinting 165building a blueprint 166building a service blueprintphysical evidence 169elements of physical evidenceexamples of physical evidence from the customer point of view 170maintenance of physical evidance 171mechanical problemscleanliness issuesdesign issuesrole of physical evidence 172packagingfacilitating the service processsocialising employees and customers 173socialisingmeans of differntiationbranding definition 175brand nametrademarkservice mark

Page 286: service marketing and brand management

generic namewhat is brandlayers of a brandproduct/service 177basic brandaugmented brandpotential brand 178product and service brandsservice brands intengiblebranding optionsidividual brand namesfamily/umbrella brandcompany name as brand name 179distributor brand / store brand / private brandbranding & the buying processimportance of customer satisfaction and loyalty 181customer loyalty/customer relationship is an asset 182emotional loyaltybrand building 185value proposition 186brand=PX1XAV 186added value 187importance of brandexperience of useuser associationbelief in efficacybrand appearancemanufactures name and reputationdeveloping the framework and communicating the value propositioninnovation adoption model 188awarenessinterestevaluationtrialadoptionbuilding customer relationship 189financial benefitssocial benefitsstructural tiesa quality product/service experiencefirst mover advantageunique positioning conceptstrong communications programmetime and consistency 190brands as wealth creatorsbrand identity a necessary concept 195identity and image 196brand positioning 197limitations of positioning 200six facets of identity 201

Page 287: service marketing and brand management

physique 202personalityculture 203relationship 204reflection 205self image 205social conformity and distinction 206brand concept of brand equity 209brand loyalty 210brand awarenesspeceived qualitybrand associationsother proprietary brand assetsvalue of brands to customeridentificationpracticalityguaranteeoptimisation 211characterisationcontinuityhedonisticethicalvalue of brands to companiesbrands market share and profitsbrand leveragevalue of niche brandsbrand loyalty and beliefsbrand barrieravenues for growthmotivating stakeholdersbrand valuation 213who need brand valuationapplications of brand valuationbrand valuation in brand management 214brand valuation model 215financial forecastingrole of brandingbrand riskbrand value calculation 216price premium methodearning valuation methodroyalty payments method income approach 217market value methodhistoric cost methodinterbrand approach 218consumer focusser models 219leveraging a brand for sustainable competitive advantage 219market based methodology 220sale / purchaseweakness

Page 288: service marketing and brand management

economics and finance based methodologysamples of accounitng for brands 221infosys corporate brandDiscont cash flow approach DCFassumptions 223ITC corporate brandsuperbrands in indiaabount superbrands the oscars of branding 224top global brandsglobal brand score board 225logic of cobranding 226brand extension 231line extension 232extend the brandlimits of the classic conception of branding 2341brand=1product=1 promisemulti brand policy 238branding strategies 245product brand strategy 246line brand strategy 250range brand strategy 251umbrella brand strategy 253source brand strategy 255endorsing brand strategy 257global brand strategy 260can india build global brands 261distributor's /retailer's own brands/private labels 262winning brands 265top management support is crucial 266profund customer knowledge is essential 267awareness 269evoke emotions and create sensory experiences 270exhibit admirable human qualities 271stand for somethingconstant product and service innovationcreate a sense of community 272corporate culture must reinforce the brand positioning 273internal brand building 274front line employees are key to a brands success 275consider co creating your brand with your customers 275summary of fifteen things that must be done to create a winning brand 276Saga of a brand Amul 279LG electronics 291How did LG go about doing thisR&D investmentsfast movergeographic scopedifferntiationinnovation 292consumer behaviour

Page 289: service marketing and brand management

company orientationadvertisingfuture orientationBrand steels itself 295No longer a stealdriving quality through branding 296inbuilt value proposition is the key 297cross industry lessons 298A brand worth its salt 301tata brand advantagepressing the purity button 302emotional link 303potential to grow 303

This model calculates brand value as the net present value of the earnings the brand is expected to generate in the future :-

   

a)

b)

c)

d)

Historic cost method

NPV of future earnings

Price premium method

Market value method

Page 290: service marketing and brand management

The benefit from source brand strategy lies in its ability to provide a two tiered sense of difference and depth. 

   

True

False

The goods can be at one locality and transported for sale in another locality. 

   

Following are the examples of Style changes :-

   

a)

b)

c)

d)

Repainting retail branches.

Vehicles in new colour schemes.

Outfitting service employees in new uniforms.

Amazon.com

Page 291: service marketing and brand management

One of the problem encountered with Range product strategy is of brand opacity. 

   

True

False

Value of a brand is a function of which two factors?

   

a)

b)

c)

d)

Earnings

Differentiation

Strength

Relevance

Page 292: service marketing and brand management

It helps to establish how many prospective customers a day pass by certain locations :-

   

a)

b)

c)

d)

Pedestrian counts

Retail gravity model

Franchising

E-Commerce

The steps and activities that the contact employee performs that are visible to the customer is :-

   

a)

b)

c)

d)

On stage employee action

Back stage employee action

The support process

The Customer Action Area

Page 293: service marketing and brand management

In low contact services, customers are having more & more encounters with :-

   

a)

b)

c)

d)

ATMs.

Face to face contact.

Internet.

Supplier.

The three types of marketing that must be successfully carried are external, internal and :-

   

a)

b)

c)

d)

Interactive.

Outward.

Internate.

Supplier.

stands in the way of a brand's access to the world's demographic pool

Page 294: service marketing and brand management

The role of physical evidence in the marketing of intangibles is:-

   

a)

b)

c)

d)

Bifaceted

Multifaceted

Unifaceted

Not balanced