Services Marketing and Brand Management

Multiple Choice Single Answer
Question
A brand must correspond to only one product. This is called :-
Correct Answer
Procterian dogma
Your Answer
Procterian dogma

Multiple Choice Multiple Answer
Question
Value of a brand is a function of which two factors?
Correct Answer
Earnings , Strength
Your Answer
Strength , Earnings

Multiple Choice Single Answer
Question
The Molecular Model has used following technology to explain it :-
Correct Answer
Chemical analogy.
Your Answer
Chemical analogy.

Multiple Choice Multiple Answer
Question
Countries who are members of SUPER BRAND are:-
Correct Answer
India , Hong Kong , Australia
Your Answer
Hong Kong , Singapore , Australia

True/False
Question
Two major dimensions of Y & R model are: leadership and stability.
Correct Answer
False
Your Answer
True

Select The Blank
Question
The ________ has a direct impact on the type of service desired and the length of service.
Correct Answer
Customer
Your Answer
Customer

Multiple Choice Single Answer
Question
High contact services tend to be :-
Correct Answer
Those in which customer visit the service facility in person.
Your Answer
Those in which customer visit the service facility in person.

Multiple Choice Multiple Answer
Question
Interactive skills training in employees allows to develop what all qualities towards customer?
Correct Answer
Empathetic , Courteous , Caring
Your Answer
Empathetic , Courteous

Multiple Choice Single Answer
Question
Goods can be :-
Correct Answer
Standardized.
Your Answer
Standardized.

Select The Blank
Question
Exhibiting admirable human qualities is especially important for brands during ________.
Correct Answer
Crisis
Your Answer
Crisis

Multiple Choice Multiple Answer
Question
Personal sources of information are :-
Correct Answer
Family , Friends , Opinion Leaders
Your Answer
Family , Friends , Radio

Multiple Choice Multiple Answer
Question
CIT study helpful in :-
Correct Answer
Finding opportunities for future improvement. , Redesigning service delivery system. , To make more customer centric service firm
Your Answer
Finding opportunities for future improvement. , Redesigning service delivery system. , To make more customer centric service firm

Multiple Choice Single Answer
Question
It refers to the way in which certain groups decode all of the signals emanating from the product, services and communication covered by the brand :-
Correct Answer
Brand image
Your Answer
Brand identity

Multiple Choice Single Answer
Question
This method is used when valuing your own brand image for inclusion in the balance sheet :-
Correct Answer
Historic cost method
Your Answer
NPV of future earnings

True/False
Question
A brand should strive to create a sense of community.
Correct Answer
True
Your Answer
True

Match The Following
Question
Correct Answer
Your Answer
Tangibles
Dress, employee appearance
Dress, employee appearance
Employee motivation
Mission statement
Social skill, Likeability
Empowerment
Authority to employee
Authority to employee
Service orientation
Social skill, Likeability
Mission statement

True/False
Question
The business strategy in a production line organisation is one of Differentiation and Customisation.
Correct Answer
False
Your Answer
False

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

Multiple Choice Single Answer
Question
It is the difference between the price customers pay and the amount they would actually have been willing to pay to get the desired benefit :-
Correct Answer
Surplus
Your Answer
Surplus

Multiple Choice Single Answer
Question
Which knowledge is essential for building winning brands?
Correct Answer
Customer
Your Answer
Customer

True/False
Question
Horizontal extension of a brand is less of a handicap than vertical extension by which brands try to cover all levels of quality and status.
Correct Answer
True
Your Answer
False

Select The Blank
Question
Brand's ________ are a measure of potential profitability.
Correct Answer
Earnings
Your Answer
Value

Multiple Choice Multiple Answer
Question
The value of brand equity is a function of :-
Correct Answer
Age of the brand , Cumulative advertising , Order of entry into the market
Your Answer
Age of the brand , Age of competitor's brand

Multiple Choice Single Answer
Question
This approach is often used for outsourcing contracts to provide food service, freight transportation etc :-
Correct Answer
Price bids
Your Answer
Price bids

Multiple Choice Multiple Answer
Question
Various media options available to a service marketer are:-
Correct Answer
Magazines , Flyers , Radio
Your Answer
Magazines , Flyers , Radio

Multiple Choice Single Answer
Question
D in AIDA stands for :-
Correct Answer
Desire
Your Answer
Direction

Select The Blank
Question
________ helps usage extension.
Correct Answer
Co-branding
Your Answer
Brand extension

Match The Following
Question
Correct Answer
Your Answer
Infosys
Uses brand earnings model
Uses brand earnings model
Super brands
Marcel Knobil
Marcel Knobil
Councils of Super brands
Indonesia, Netherlands, Portugal
A C Neilsen
Super brand's juggernaut
UK, France, Germany
Indonesia, Netherlands, Portugal

Multiple Choice Multiple Answer
Question
Service blue print supports which approaches to quality improvement?
Correct Answer
Top down , Bottom up
Your Answer
Left to Right , Right to Left

Select The Blank
Question
The second objective of commercialization is to monitor ________ aspects of service during complete service cycle.
Correct Answer
All
Your Answer
All

True/False
Question
A shelf without the favourite market brands is unattractive in the eyes of the customers.
Correct Answer
True
Your Answer
True

True/False
Question
Services can easily stored.
Correct Answer
False
Your Answer
False

Multiple Choice Multiple Answer
Question
The main do's kept in mind in face to face contacts with customers are :-
Correct Answer
Smile , Look into customer's eye , Listening
Your Answer
Smile , Look into customer's eye , Listening

Select The Blank
Question
Perishability refers to the service provider's inability to ________.
Correct Answer
Inventory services.
Your Answer
Inventory services.

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

Select The Blank
Question
The ________ has made world wide brand building easier.
Correct Answer
Internet
Your Answer
Internet

Select The Blank
Question
Cues such as the ________ that accompany the service.
Correct Answer
Tangibles
Your Answer
Tangibles

Multiple Choice Multiple Answer
Question
The visible components of service operations are :-
Correct Answer
Service personnel , Equipments , Physical facilities
Your Answer
Equipments , Physical facilities , Other intangibles

Select The Blank
Question
A strong brand ________ gives relevant, differentiated, purchase motivating benefit to the target customer
Correct Answer
Promise
Your Answer
Awareness

Multiple Choice Multiple Answer
Question
Various value based pricing are:-
Correct Answer
Service guarantees , Flat rate pricing
Your Answer
Service guarantees , Flat rate pricing

Select The Blank
Question
Selling goods and services through the ________ is a major growth trend.
Correct Answer
Internet
Your Answer
Internet

Multiple Choice Multiple Answer
Question
Internal brand culture is composed of:-
Correct Answer
Language used , Beliefs and attitudes of staff , Organisational structure
Your Answer
Language used , Beliefs and attitudes of staff , Organisational structure

Multiple Choice Single Answer
Question
This approach is based on a standard sales presentation containing statements that lead the customer through stages to a purchase :-
Correct Answer
Formula approach
Your Answer
Cues-response

True/False
Question
Gap Model is developed by Zeithaml & Bitner.
Correct Answer
True
Your Answer
True

True/False
Question
When decisions regarding customer satisfaction are left to the discretion of employees, there may be inconsistency in the level of service delivered.
Correct Answer
True
Your Answer
True

Multiple Choice Single Answer
Question
It promises a relevant, differentiated purchase motivating benefit to the target customer :-
Correct Answer
Strong brand
Your Answer
Strong brand

True/False
Question
Service industry is a zero growth industry.
Correct Answer
False
Your Answer
False

Multiple Choice Single Answer
Question
It is an alliance made visible :-
Correct Answer
Co branding
Your Answer
Co branding

True/False
Question
Consumers differ as to which service/product attributes they see as important and pay the most attention to the brands that will deliver the sought benefits.
Correct Answer
True
Your Answer
True

Multiple Choice Multiple Answer
Question
Advantages of a Range brand policy are:-
Correct Answer
Creates brand capital , Cost of launch is low , Focuses on single brand image
Your Answer
Creates brand capital , Cost of launch is low , Focuses on single brand image

Select The Blank
Question
Employees response to customer needs & requests is called as ________.
Correct Answer
Adaptability.
Your Answer
Adaptability.

True/False
Question
Coupons cannot be printed on the backs of ATM receipts.
Correct Answer
False
Your Answer
True

Multiple Choice Single Answer
Question
It is a concept that serves to offset the limitations of postponing and to monitor the means of expression, the unity and durability of a brand :-
Correct Answer
Brand identity
Your Answer
Brand identity

Multiple Choice Multiple Answer
Question
The important aspects of tangible dimension of Quality are:-
Correct Answer
Employee appearance , Dress
Your Answer
Employee appearance , Dress

True/False
Question
Goods are sold first and then produced and consumed simultaneously.
Correct Answer
False
Your Answer
False

Match The Following
Question
Correct Answer
Your Answer
Application of service blue print
Computer systems analysis
Top down and bottom up approach
Service blue print
Top down and bottom up approach
Computer systems analysis
Service process
Element of extended marketing mix
Element of extended marketing mix
Service are
Intangibles
Intangibles

Match The Following
Question
Correct Answer
Your Answer
Service operation
Service personnel & physical facilities.
Service personnel & physical facilities.
Servuction Model
Visible & invisible factors
Visible & invisible factors
FedEx Corporation
All the sides of a triangle well aligned.
All the sides of a triangle well aligned.
The inanimate environment
All the non living features of service encounter.
All the non living features of service encounter.

True/False
Question
The benefit from source brand strategy lies in its ability to provide a two tiered sense of difference and depth.
Correct Answer
True
Your Answer
True

Multiple Choice Multiple Answer
Question
Research objectives for services are as follows :-
Correct Answer
To identify dissatisfied customers. , To monitor & track service performance. , To forecast future expectations of customers.
Your Answer
To identify dissatisfied customers. , To monitor & track service performance. , To identify satisfied customers.

Multiple Choice Multiple Answer
Question
Incontrollable factors by which services marketers can influence customers are as follows :-
Correct Answer
Enduring service intensifiers. , Transitory service intensifiers. , Personal needs.
Your Answer
Enduring service intensifiers. , Transitory service intensifiers. , Personal needs.

True/False
Question
Frontline employees are key to a brand's success.
Correct Answer
True
Your Answer
True

Select The Blank
Question
The service delivery is concerned with ________, when, & how to deliver service to customers.
Correct Answer
Where
Your Answer
Where

Multiple Choice Single Answer
Question
During which stage of 'Innovation Adoption ' model, the customers are satisfied and decide to make regular use of the product?
Correct Answer
Adoption
Your Answer
Adoption

Multiple Choice Multiple Answer
Question
Reasons for extending a brand are:-
Correct Answer
Adds to image , To defend a brand at risk , Innovation
Your Answer
Innovation , Adds to image , To defend a brand at risk

Multiple Choice Single Answer
Question
It is the value of the brand over and above its commodity value :-
Correct Answer
Brand equity
Your Answer
Brand equity

Multiple Choice Single Answer
Question
It is a common element that sends a single message amid the wide variety of its products, actions and slogans :-
Correct Answer
Brand identity
Your Answer
Brand identity

Multiple Choice Multiple Answer
Question
Inseparability of services are described and interpreted differently by different workers due to :-
Correct Answer
As they require customer participation in production process. , Performance can not be separated from performers. , Person/ equipment can not be separated/ stored.
Your Answer
As they require customer participation in production process. , Performance can not be separated from performers. , Person/ equipment can not be separated/ stored.

Select The Blank
Question
Nature of service quality is ________.
Correct Answer
Multi dimensional
Your Answer
Multi dimensional

Multiple Choice Multiple Answer
Question
Reasons for customers to buy from virtual stores are :-
Correct Answer
Convenience , Broad selection , Better prices
Your Answer
Convenience , Broad selection , Latest trend

Multiple Choice Single Answer
Question
The type of facility based failures that are most likely to occur is:-
Correct Answer
Cleanliness issue
Your Answer
Cleanliness issue

True/False
Question
In service development of new tangible products it involves construction of product prototypes & testing for consumer acceptance.
Correct Answer
True
Your Answer
True

Multiple Choice Single Answer
Question
This phenomenon is inherent in the luxury goods sector :-
Correct Answer
Brand Extension
Your Answer
Line extension

Select The Blank
Question
One of the greatest benefits of blue printing is ________.
Correct Answer
Education
Your Answer
Understanding

True/False
Question
Responsiveness does refers to non willingness to help customers.
Correct Answer
False
Your Answer
False

Multiple Choice Multiple Answer
Question
People are emotionally connected to a brand for following reasons:-
Correct Answer
Admirable brand , Intense brand , Unique brand
Your Answer
Admirable brand , Intense brand , Unique brand

Select The Blank
Question
Service employees basically perform ________ functions.
Correct Answer
Marketing
Your Answer
Sales

Select The Blank
Question
While purchasing a service, perceived benefits are weighed against the perceived ________.
Correct Answer
Costs
Your Answer
Costs

Select The Blank
Question
The customers can be ________ to address their needs.
Correct Answer
Educated
Your Answer
Educated

Multiple Choice Multiple Answer
Question
Service skills and interactive training is required for:-
Correct Answer
Managers , Supporting the staff , Front line employee
Your Answer
Front line employee , Managers

Multiple Choice Multiple Answer
Question
Communities can be created offline through which of the following techniques?
Correct Answer
Community based grass root events , Customer contests , Membership organisations
Your Answer
Membership organisations , Community based grass root events , Customer contests

Multiple Choice Single Answer
Question
Which brand strategy has the ability to provide a two tiered sense of difference and depth?
Correct Answer
Source brand strategy
Your Answer
Range brand strategy

Multiple Choice Multiple Answer
Question
Key elements of 'NPV of future earnings ' model are:-
Correct Answer
Financial forecasting , Role of branding , Brand risk
Your Answer
Sales forecasting , Role of branding , Brand risk

True/False
Question
For a retailer, brand is a means and not a necessity.
Correct Answer
True
Your Answer
True

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

Select The Blank
Question
________ means the set of values feeding the brand's inspiration.
Correct Answer
Culture
Your Answer
Culture

Select The Blank
Question
Creating ________ is the ultimate objective behind building a brand.
Correct Answer
Apostles
Your Answer
Apostles

True/False
Question
Services are intangibles.
Correct Answer
True
Your Answer
True

Multiple Choice Single Answer
Question
It describes a product or an item that is actually a brand name but has now become a part of our standard vocabulary
Correct Answer
Generic name
Your Answer
Generic name

Multiple Choice Single Answer
Question
Many service firms offer their customers variety of :-
Correct Answer
Service related activities.
Your Answer
Service related activities.

Select The Blank
Question
In case of services whose technical quality can not correctly evaluated ________ used as signal of quality.
Correct Answer
Courtesy
Your Answer
Credibility

Multiple Choice Single Answer
Question
All marketing activities are essential for :-
Correct Answer
Building and maintaining relationships with customers.
Your Answer
Building and maintaining relationships with customers.

Multiple Choice Multiple Answer
Question
Various uses of the company's physical evidence are:-
Correct Answer
Means for differentiation , Packaging , Socialising
Your Answer
Means for differentiation , Socialising , Designing

True/False
Question
Well dressed individuals are perceived as more intelligent, better workers and more pleasant to engage in interactions.
Correct Answer
True
Your Answer
True

Multiple Choice Single Answer
Question
Which of the following is the characteristic of goods?
Correct Answer
Inventoried.
Your Answer
Sepratability.

Multiple Choice Multiple Answer
Question
Types of competition based pricing are:-
Correct Answer
Price leadership , Negotiation
Your Answer
Price leadership , Negotiation

True/False
Question
A strong company name attached to a new product, transfers positive association and provides confidence and incentive to trial.
Correct Answer
True
Your Answer
True

Multiple Choice Single Answer
Question
High contact services tend to be :-
Correct Answer
Those in which customer visit the service facility in person.
Your Answer
Those in which customer visit the service facility in person.

Multiple Choice Multiple Answer
Question
The visible components of service operations are :-
Correct Answer
Service personnel , Equipments , Physical facilities
Your Answer
Service personnel , Equipments , Physical facilities

Multiple Choice Multiple Answer
Question
Following are the service sectors :-
Correct Answer
Transportation. , Tourism. , Telephone & Telegraph.
Your Answer
Transportation. , Tourism.

Match The Following
Question
Correct Answer
Your Answer
Service distribution agreements
Independent franchising, licensing and financial services
Independent franchising, licensing and financial services
Example of purchasing space from another provider
Shopper's stop in a big shopping mall
Shopper's stop in a big shopping mall
Problems with intermediaries
Difficulty controlling quality and consistency across outlets
Difficulty controlling quality and consistency across outlets
Channel conflict occurs when
Service principal and intermediaries are too dependent
Service principal and intermediaries are too dependent

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

Multiple Choice Multiple Answer
Question
Front end planning involves :-
Correct Answer
Business Strategy Development. , Idea Generation. , Business Analysis.
Your Answer
Business Strategy Development. , Idea Generation. , Business Analysis.

Multiple Choice Multiple Answer
Question
Through brand building mechanism, following are built :-
Correct Answer
Brand awareness , Confidence , Brand equity
Your Answer
Brand awareness , Brand equity

Multiple Choice Single Answer
Question
It links resource expenses to the variety and complexity of products produced :-
Correct Answer
ABC
Your Answer
ABC

True/False
Question
Servuction Model used to illustrate the factors that influence the service experience are visible & invisible to customers.
Correct Answer
True
Your Answer
True

True/False
Question
Product planners need to include three components in the design of the service offering.
Correct Answer
True
Your Answer
True

Multiple Choice Multiple Answer
Question
Various media options available to a service marketer are:-
Correct Answer
Magazines , Flyers , Radio
Your Answer
Magazines , Flyers , Radio

True/False
Question
The pricing of services is difficult.
Correct Answer
True
Your Answer
False

Select The Blank
Question
Many ________ also sell insurance products and collect commission but are not normally involved in handling claims.
Correct Answer
Banks
Your Answer
Banks

Multiple Choice Multiple Answer
Question
Reasons for growth of service industry are as follows :-
Correct Answer
Increase in per capita income. , More leisure time. , Increase in health awareness.
Your Answer
Increase in per capita income. , More leisure time. , Increase in health awareness.

Select The Blank
Question
Increased service delivery during peak periods is ________ service intensifiers.
Correct Answer
Transitory
Your Answer
Reliable

Multiple Choice Single Answer
Question
For services its quality depends on :-
Correct Answer
Consumer's Perception
Your Answer
Consumer's Perception

Select The Blank
Question
Market research used to determine ________ of derived service expectations & their requirements.
Correct Answer
Sources
Your Answer
Reliability

Multiple Choice Multiple Answer
Question
Radio & Television broadcasting is a service industry because :-
Correct Answer
It can not be touched. , It can not be stored. , It can not be readily displayed.
Your Answer
It can not be touched. , It can not be stored. , It can not be readily displayed.

True/False
Question
For a retailer, brand is a means and not a necessity.
Correct Answer
True
Your Answer
True

Multiple Choice Single Answer
Question
Strategies for enabling service promises are often referred to as :-
Correct Answer
Internal marketing
Your Answer
Internal marketing

Multiple Choice Single Answer
Question
A legally protected brand name or brand mark is called :-
Correct Answer
Trademark
Your Answer
Trademark

Select The Blank
Question
Performance of services is ________.
Correct Answer
Intangible.
Your Answer
Intangible.

Select The Blank
Question
Neither ________ service nor its supplementary elements are delivered continuously throughout the duration of service performance.
Correct Answer
Core
Your Answer
Core

True/False
Question
The vandals resort to physical abuse or damage of property.
Correct Answer
True
Your Answer
True

Multiple Choice Single Answer
Question
Goods can be :-
Correct Answer
Standardized.
Your Answer
Standardized.

Select The Blank
Question
In case of services ________ can not be separated from consumption.
Correct Answer
Production.
Your Answer
Selling.

Multiple Choice Single Answer
Question
The Molecular Model is developed by :-
Correct Answer
Lynn Shostack.
Your Answer
Lynn Shostack.

Select The Blank
Question
The problem with umbrella brand strategy stems from the failure to appreciate its ________.
Correct Answer
Demand
Your Answer
Demand

True/False
Question
The firm do not collects & documents complaints from customers.
Correct Answer
False
Your Answer
False

True/False
Question
Re-engineering is one of the most difficult strategies to implement in organisations that are traditional.
Correct Answer
True
Your Answer
True

Match The Following
Question
Correct Answer
Your Answer
Television Broadcasting.
Channel 7.
Channel 7.
Railroad Transportation.
Konkan Railway.
Konkan Railway.
Education Services.
Indian Institute of Management.
Indian Institute of Management.
Retail Trade.
Food World.
Food World.

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

True/False
Question
Profound customer knowledge is essential to building winning brands
Correct Answer
True
Your Answer
True

Select The Blank
Question
In case of services whose technical quality can not correctly evaluated ________ used as signal of quality.
Correct Answer
Courtesy
Your Answer
Credibility

Multiple Choice Single Answer
Question
Use of multisite location is used to provide services in case of :-
Correct Answer
Bank ATMs.
Your Answer
Bank ATMs.

Multiple Choice Single Answer
Question
Services :-
Correct Answer
Can not inventoried.
Your Answer
Can not inventoried.

Select The Blank
Question
The value of a brand depreciates if there are no inflows in the form of value ________.
Correct Answer
Addition
Your Answer
Addition

Multiple Choice Multiple Answer
Question
Basic theme of strategies required for delivering service as per standard are:-
Correct Answer
Hire the right people , Provide the needed support system , Retain the best people
Your Answer
Hire the right people , Provide the needed support system , Retain the best people

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

True/False
Question
Services are intangibles.
Correct Answer
True
Your Answer
True

Multiple Choice Multiple Answer
Question
Advantages of Umbrella brand are:
Correct Answer
Capitalisation on one single name , Economies of scale on an international level
Your Answer
Capitalisation on one single name , Economies of scale on an international level

Multiple Choice Multiple Answer
Question
Strategies used to implement a culture of internal service quality are:-
Correct Answer
Internal service guarantees , Internal customer service audits
Your Answer
Internal service guarantees , Internal customer service audits

Multiple Choice Single Answer
Question
When companies enter the new markets using the name of one of their existing brands rather than using a new brand name, this is called :-
Correct Answer
Brand Extension
Your Answer
Brand Extension

Multiple Choice Multiple Answer
Question
Internal brand culture is composed of:-
Correct Answer
Language used , Beliefs and attitudes of staff , Organisational structure
Your Answer
Beliefs and attitudes of staff , Organisational structure

Multiple Choice Single Answer
Question
The effectiveness of the service can be judged on the basis of its :-
Correct Answer
Outcome.
Your Answer
Outcome.

Select The Blank
Question Increase in service industry is due ________.
Correct Answer To resource scarcity.
Your Answer To resource scarcity.
True/False
Question Closing the customer gap is not the outcome of Gap Model.
Correct Answer False
Your Answer False
Multiple Choice Single Answer
Question It is a concept that serves to offset the limitations of postponing and to monitor
the means of expression, the unity and durability of a brand :-
Correct Answer Brand identity
Your Answer Brand identity
Multiple Choice Multiple Answer
Question Three horizontal lines of the service blue print are:-
Correct Answer Line of Internal interaction , Line of Interaction , Line of Visibility
Your Answer Line of Internal interaction , Line of Interaction , Line of Visibility
True/False
Question Internal procedures must support quality service performance.
Correct Answer True
Your Answer True
Multiple Choice Single Answer
Question Who the people who produce revenue and build customer relationships for
the company?
Correct Answer Front line employees
Your Answer Front line employees
Multiple Choice Single Answer
Question The external marketing efforts of a company makes promises to its customers
regarding their :-
Correct Answer Expectation and delivery of services.
Your Answer Expectation and delivery of services.

True/False
Question The inanimate environment do not constitutes of all the non living features
that are present in the service encounter.
Correct Answer False
Your Answer False
Multiple Choice Single Answer
Question It is important that marketers should have full knowledge of customer's :-
Correct Answer Expectations
Your Answer Expectations
Select The Blank
Question The scope & ________ of the service marketing system vary sharply from
one firm to other.
Correct Answer Structure
Your Answer Structure
Multiple Choice Multiple Answer
Question Ways to achieve emotional connection towards a brand are:-
Correct Answer Advertising , Quality of front line customers , Company sponsors consumer
events
Your Answer Advertising , Quality of front line customers , Company sponsors consumer
events
Multiple Choice Single Answer
Question The services lacks of :-
Correct Answer Service inventories.
Your Answer Service inventories.
Multiple Choice Multiple Answer
Question Internal brand culture is composed of:-
Correct Answer Language used , Beliefs and attitudes of staff , Organisational structure
Your Answer Language used , Beliefs and attitudes of staff , Organisational structure
True/False
Question Blue prints can be used to isolate failure points or bottlenecks in the service
process
Correct Answer True
Your Answer True
Multiple Choice Multiple Answer
Question The various sources of mass media are :-
Correct Answer Radio , Television , Newspapers and Magazines
Your Answer Radio , Television , Newspapers and Magazines
Multiple Choice Single Answer
Question It is used to help decisions on where to locate super markets relative to
prospective customer's homes and work place :-
Correct Answer Retail gravity model
Your Answer Retail gravity model
Multiple Choice Multiple Answer
Question Through brand building mechanism, following are built :-
Correct Answer Brand awareness , Confidence , Brand equity
Your Answer Brand equity , Brand awareness , Confidence
True/False
Question A brand should strive to create a sense of community.
Correct Answer True
Your Answer True
Match The Following
Question Correct Answer Your Answer
An attention paid to customer
by waiter
Satisfied hotel customer. Satisfied hotel customer.
CIT Methodology Collecting critical incidents
data.
Collecting critical incidents
data.
SAS Customer driven airline. Customer driven airline.
Good customer encounter Increase in brand loyalty. Increase in brand loyalty.
Multiple Choice Single Answer
Question It helps to establish how many prospective customers a day pass by certain
locations :-
Correct Answer Pedestrian counts
Your Answer Pedestrian counts
Multiple Choice Multiple Answer
Question Factors influencing service pricing are:-
Correct Answer Variablilty of both inputs and outputs , Many services are hard to evaluate ,
Importance of time factor
Your Answer Ownership of services , Variablilty of both inputs and outputs , Importance of
time factor
Match The Following
Question Correct Answer Your Answer
Service distribution
agreements
Independent franchising,
licensing and financial
services
Independent franchising,
licensing and financial services
Example of purchasing space
from another provider
Shopper's stop in a big
shopping mall
Shopper's stop in a big
shopping mall
Problems with intermediaries Difficulty controlling quality
and consistency across outlets
Difficulty controlling quality and
consistency across outlets
Channel conflict occurs when Service principal and
intermediaries are too
dependent
Service principal and
intermediaries are too
dependent
Multiple Choice Multiple Answer
Question Incontrollable factors by which services marketers can influence customers
are as follows :-
Correct Answer Enduring service intensifiers. , Transitory service intensifiers. , Personal
needs.
Your Answer Enduring service intensifiers. , Transitory service intensifiers. , Personal
needs.
Multiple Choice Single Answer
Question Which of the following concepts Questions how time will affect the unique and
permanent quality of the sender or the brand?
Correct Answer Brand identity
Your Answer Brand identity
Multiple Choice Multiple Answer
Question Expectations of customers towards a product / service are formed on the
basis of :-
Correct Answer Past experiences , Word of mouth , Advertising
Your Answer Past experiences , Word of mouth , Advertising
Select The Blank
Question Brand ________ results from the concentrated efforts on a few brands.
Correct Answer Extension
Your Answer Loyalty
Select The Blank
Question ________ help us in achieving our mission and vision.
Correct Answer Values
Your Answer Goals

Multiple Choice Single Answer
Question This brand strategy involves the assignment of a particular name to one
product only and one positioning too :-
Correct Answer Product brand strategy
Your Answer Product brand strategy
Multiple Choice Single Answer
Question What does 'H' in CHAOS mean?
Correct Answer Havoc
Your Answer Havoc
Multiple Choice Single Answer
Question D in AIDA stands for :-
Correct Answer Desire
Your Answer Desire
Select The Blank
Question There are ________ ways of testing the response to marketing mix variables.
Correct Answer Alternative
Your Answer Alternative
True/False
Question The classic concept of Branding differentiates the history of the brand from
the reality of the brand.
Correct Answer False
Your Answer True
Multiple Choice Multiple Answer
Question Following are the examples of Style changes :-
Correct Answer Repainting retail branches. , Vehicles in new colour schemes. , Outfitting
service employees in new uniforms.
Your Answer Vehicles in new colour schemes. , Outfitting service employees in new
uniforms.
Multiple Choice Multiple Answer
Question Research objectives for services are as follows :-
Correct Answer To identify dissatisfied customers. , To monitor & track service performance. ,
To forecast future expectations of customers.
Your Answer To identify dissatisfied customers. , To monitor & track service performance. ,
To forecast future expectations of customers.
True/False
Question Stimulus Response approach and Formula approach takes into consideration
customer Questions and individual customer needs.
Correct Answer False
Your Answer False
Multiple Choice Multiple Answer
Question Various value based pricing are:-
Correct Answer Service guarantees , Flat rate pricing
Your Answer Service guarantees , Flat rate pricing , Price bids
Select The Blank
Question ________ can be effective in generating awareness and interest.
Correct Answer Advertising
Your Answer Advertising
Select The Blank
Question Exhibiting admirable human qualities is especially important for brands during
________.
Correct Answer Crisis
Your Answer Crisis
True/False
Question The benefit from source brand strategy lies in its ability to provide a two tiered
sense of difference and depth.
Correct Answer True
Your Answer True
Select The Blank
Question The value of a brand depreciates if there are no inflows in the form of value
________.
Correct Answer Addition
Your Answer Addition
Select The Blank
Question ________ is the main focus of brand advertising.
Correct Answer Personality
Your Answer Personality

Multiple Choice Single Answer
Question This brand strategy gives its approval to a wide diversity of products grouped
under product brands, line brands or range brands :-
Correct Answer Endorsing brand strategy
Your Answer Endorsing brand strategy
Multiple Choice Single Answer
Question A legally protected brand name or brand mark is called :-
Correct Answer Trademark
Your Answer Trademark
Select The Blank
Question ________ is the focal point around which an organisation defines how it will
uniquely deliver value to the customer for a point.
Correct Answer Brand
Your Answer Brand
True/False
Question Growth in service sector is due to launch of new products.
Correct Answer True
Your Answer False
Select The Blank
Question Physical evidence of the service is located at ________ of the blue print.
Correct Answer Top
Your Answer Top
Multiple Choice Single Answer
Question The interest of employee's in doing service related work which is reflected in
their attitude towards serving customers is known as :-
Correct Answer Service inclination
Your Answer Service orientation

Select The Blank
Question
The ________ as a supply strategy used to assist during peak demand periods.
Correct Answer
Part time employees
Your Answer
Part time employees

Select The Blank
Question
Brand's ________ is a measure of its reliability of its future earnings.
Correct Answer
Strength
Your Answer
Value

Multiple Choice Single Answer
Question
The new retailing models provides information based benefits such as :-
Correct Answer
Greater customization.
Your Answer
Greater customization.

Multiple Choice Single Answer
Question
The following is new core products for markets that have not been previously defined :-
Correct Answer
Major Service Innovations
Your Answer
Major Service Innovations

Select The Blank
Question
Many ________ also sell insurance products and collect commission but are not normally involved in handling claims.
Correct Answer
Banks
Your Answer
Banks

Select The Blank
Question
Educate customers to understand their ________ & perform them better.
Correct Answer
Roles
Your Answer
Roles

Multiple Choice Single Answer
Question
Use of multisite location is used to provide services in case of :-
Correct Answer
Bank ATMs.
Your Answer
Bank ATMs.

True/False
Question
Services are sold first and then produced and consumed simultaneously.
Correct Answer
True
Your Answer
True

True/False
Question
Blue printing offers an excellent way to understand customer's service experience.
Correct Answer
False
Your Answer
True

Select The Blank
Question
A service firm can also expand its supply of a service through use of ________.
Correct Answer
Third parties.
Your Answer
Third parties.

True/False
Question
The corporate culture must reinforce the brand essence, promise and personality.
Correct Answer
True
Your Answer
True

Multiple Choice Multiple Answer
Question
Factors influencing service pricing are:-
Correct Answer
Variablilty of both inputs and outputs , Many services are hard to evaluate , Importance of time factor
Your Answer
Variablilty of both inputs and outputs , Many services are hard to evaluate , Importance of time factor

Select The Blank
Question
Increase in service industry is due ________.
Correct Answer
To resource scarcity.
Your Answer
To simplicity of life.

Multiple Choice Single Answer
Question
Organisation that communicates heavily through physical evidence is :-
Correct Answer
Resorts
Your Answer
Resorts

True/False
Question
There is an ambiguity between the roles of the principal and its intermediaries when 'empowerment' is the chosen strategy.
Correct Answer
True
Your Answer
True

Select The Blank
Question
________ is the main focus of brand advertising.
Correct Answer
Personality
Your Answer
Self image

Multiple Choice Single Answer
Question
It is the satisfaction linked attractiveness of the brand in its relationship with society :-
Correct Answer
Ethical
Your Answer
Idealistic

Select The Blank
Question
________ is usually specific to a time period, price or customer group.
Correct Answer
Sales promotion
Your Answer
Sales promotion

Multiple Choice Multiple Answer
Question
Stores add value to the product by following features:-
Correct Answer
Free home delivery , Gift wrapping , Customised advice
Your Answer
Free home delivery , Gift wrapping , Customised advice

Multiple Choice Single Answer
Question
It is the satisfaction linked to the attractiveness of the brand, to its logo, to its communication :-
Correct Answer
Hedonistic
Your Answer
Hedonistic

Match The Following
Question
Correct Answer
Your Answer
Issue of Airline miles in return for a purchase
Couponing
Public relations
Face to face communication
Personal selling
Personal selling
Fund raising, recognition and reward programs
Public relations
Advertising
Samples, coupons, gifts etc
Sales promotion
Couponing

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

True/False
Question
Service pricing strategies are often unsuccessful.
Correct Answer
True
Your Answer
True

Select The Blank
Question
Individualized attention given to customers refers to ________.
Correct Answer
Empathy
Your Answer
Empathy

Multiple Choice Multiple Answer
Question
Advantages of Endorsing brand strategy are:-
Correct Answer
Greater freedom of movement , Least expensive way of giving substance to the company name , Responsible for the guarantee
Your Answer
Greater freedom of movement , Least expensive way of giving substance to the company name , Responsible for the guarantee

Multiple Choice Single Answer
Question
Service quality is a critical component of :-
Correct Answer
Customer perception.
Your Answer
Customer perception.

True/False
Question
For services all three marketing activities represented by the sides of triangle are critical to success.
Correct Answer
True
Your Answer
True

Multiple Choice Multiple Answer
Question
The examples of backstage failures include :-
Correct Answer
Not receiving your course grades , Delay in flights , Receiving incorrect hotel bill
Your Answer
Not receiving your course grades , Delay in flights , Receiving incorrect hotel bill

Multiple Choice Single Answer
Question
For services its quality depends on :-
Correct Answer
Consumer's Perception
Your Answer
Consumer's Perception

True/False
Question
A strong company name attached to a new product, transfers positive association and provides confidence and incentive to trial.
Correct Answer
True
Your Answer
True

Multiple Choice Multiple Answer
Question
Strategies used to implement a culture of internal service quality are:-
Correct Answer
Internal service guarantees , Internal customer service audits
Your Answer
Internal marketing , Internal service guarantees , Internal customer service audits

True/False
Question
The pricing of services is difficult.
Correct Answer
True
Your Answer
True

Multiple Choice Multiple Answer
Question
Controllable factors by which services marketers can influence customers are as follows :-
Correct Answer
Explicit service promises. , Implicit service promises. , Avoid engaging in price.
Your Answer
Explicit service promises. , Implicit service promises. , Avoid engaging in price.

Multiple Choice Single Answer
Question
Major Process Innovations consists of :-
Correct Answer
New process to deliver existing core products in new ways with additional benefits.
Your Answer
New process to deliver existing core products in new ways with additional benefits.

True/False
Question
Too much crowding of ads leads to customer ignoring ads or not registering in the mind.
Correct Answer
True
Your Answer
True

Match The Following
Question
Correct Answer
Your Answer
An attention paid to customer by waiter
Satisfied hotel customer.
Satisfied hotel customer.
CIT Methodology
Collecting critical incidents data.
Collecting critical incidents data.
SAS
Customer driven airline.
Customer driven airline.
Good customer encounter
Increase in brand loyalty.
Increase in brand loyalty.

Select The Blank
Question
________ provides a basis for identifying and assessing cost, revenue and capital invested in each element of the service.
Correct Answer
Service blue print
Your Answer
Support process

Multiple Choice Multiple Answer
Question
Mental stimulus processing services directed at people's minds are :-
Correct Answer
Psychotherapy. , Music concerts. , Education.
Your Answer
Psychotherapy. , Music concerts. , Education.

Multiple Choice Single Answer
Question
It links resource expenses to the variety and complexity of products produced :-
Correct Answer
ABC
Your Answer
ABC

Multiple Choice Single Answer
Question
It is a set of tasks that combine to compose the processes needed to create and deliver the service :-
Correct Answer
Activity
Your Answer
Activity

Multiple Choice Single Answer
Question
This approach to Selling is based on the premise that for a given stimulus, there is a particular response :-
Correct Answer
Stimulus-response
Your Answer
Stimulus-response

Multiple Choice Multiple Answer
Question
The sources of customer expectations consists of :-
Correct Answer
Pricing. , Advertising. , Sales promises.
Your Answer
Pricing. , Advertising. , Sales promises.

Multiple Choice Multiple Answer
Question
Names of customer relationship building approaches are:-
Correct Answer
Financial benefits , Structural ties , Social benefits
Your Answer
Financial benefits , Social benefits , Cultural benefits

Multiple Choice Multiple Answer
Question
Which of the following are poor differentiators of profitability?
Correct Answer
Price , Product functions , Product features
Your Answer
Product features , Emotional benefits

Select The Blank
Question
________ is both the brand's backbone and its tangible added value.
Correct Answer
Physique
Your Answer
Self image

Multiple Choice Multiple Answer
Question
What are the social facets of brand identity prism?
Correct Answer
Physique , Relationship , Reflection
Your Answer
Relationship , Culture , Reflection

Multiple Choice Multiple Answer
Question
Advantages of Source brand strategy are:-
Correct Answer
Products are directly named , Ability to provide difference , Ability to provide depth
Your Answer
Products are directly named , Ability to provide difference , Ability to provide depth

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