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

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

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.
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 processElement of extended marketing mix Element of extended marketing mix
Service are Intangibles Intangibles
Match The Following

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

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.

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
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

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

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

Question It is a common element that sends a single message amid the wide variety of its
products, actions and slogans :-

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

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

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
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.
Your Answer False

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

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

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
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

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

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

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

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

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

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

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

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

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

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.
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

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.

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

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

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

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

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
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

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.
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

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

Question Which knowledge is essential for building winning brands?
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

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

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

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

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

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

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.
Your 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
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

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

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.

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

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

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.
Your Answer False

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

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

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

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.
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

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.

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

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

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

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

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

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

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

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

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

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

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.

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

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

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

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

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

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

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

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

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

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

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

Question Types of competition based pricing are:-
Correct Answer Price leadership , Negotiation
Your Answer Price leadership , Negotiation
True/False
Correct Answer True
Your Answer True


Your Answer Service personnel , Equipments , Physical facilities

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

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

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

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

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

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

True/False
Correct Answer True
Your Answer False
Select The Blank

Your Answer Banks

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

Select The Blank

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

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
Correct Answer True
Your Answer True

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

Select The Blank

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

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.
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

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.

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

signal of quality.


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

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

Your Answer Brand
True/False
Correct Answer True
Your Answer True

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

Your Answer Internal service guarantees , Internal customer service audits

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 :-
Your Answer Brand Extension

Your Answer Beliefs and attitudes of staff , Organisational structure

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

True/False
Correct Answer True
Your Answer True



Match The Following




Correct Answer ABC
Your Answer ABC
True/False
Correct Answer True
Your Answer True
True/False
Correct Answer True
Your Answer True

True/False
Correct Answer True
Your Answer False
Select The Blank

Your Answer Banks

awareness.
Select The Blank


Select The Blank
requirements.

True/False
Correct Answer True
Your Answer True


Select The Blank

Select The Blank

Correct Answer Core
Your Answer Core
True/False
Correct Answer True
Your Answer True

Select The Blank


Select The Blank

________.
Your Answer Demand
True/False
Your Answer False
True/False
are traditional.
Correct Answer True
Your Answer True
Match The Following


True/False
Correct Answer True
Your Answer True
Select The Blank

signal of quality.


Select The Blank


people
Select The Blank

Your Answer Brand
True/False
Correct Answer True
Your Answer True





Select The Blank

Question Service industries who follow traditional practices, service personnel are the ________
on the corporate ladder.
Correct Answer Lowest
Your Answer Lowest

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.


Question The zone of tolerance is a :-
Correct Answer Window of customer service level
Your Answer Non customer service level

Question It is a measure of brand's reliability of its future earnings :-
Your Answer Strength

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
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.

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 Convenience , Broad selection , Better prices
Select The Blank

________.
Your Answer Costs

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

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

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.

Question It is the outward expression of the brand's inner substance :-
Correct Answer Brand message
Your Answer Brand message
Select The Blank

Question The strategy used to reduce fluctuations in demand is to implement ________.
Correct Answer Reservation system.
Your Answer Reservation system.
Match The Following

Issue of Airline miles in return for a purchase Couponing Couponing
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

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

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

True/False
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

Question It implies that employees will pay attention, listen, adapt and be flexible in delivering what
customers need :-
Your Answer Responsiveness

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

Question Service encounter may takes place between customers and :-
Correct Answer Service employees.
Your Answer Service employees.
Match The Following

True/False
Question Advertising and public relations can be effective in encouraging evaluation and trial.
Your Answer True
Select The Blank

Your Answer Transitory
Select The Blank

Select The Blank

Question Time, Fatigue, Negative feelings etc are the ________ costs of service.
Correct Answer Non-financial
Your Answer Non-financial
True/False
Customisation.
Your Answer False
True/False
Correct Answer True
Your Answer True
True/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
Correct Answer True
Your Answer True
True/False
Question Front office automation has also revolutionised the sales function.
Correct Answer True
Your Answer True

Question Consumer judges the quality of services on the basis of :-
Correct Answer Outcome was delivered.
Your Answer Outcome was delivered.

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
Correct Answer True
Your Answer True
True/False
Question Reflecting the customer as he or she is the target.
Your Answer True
True/False
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

Question What are the internal facets of brand identity prism?
Correct Answer Personality , Culture , Self image
Your Answer Personality , Culture , Self image

Question Blue prints are particularly useful at which stages of service development?
Correct Answer Design , Redesign
Your Answer Design , Redesign


Your Answer Physique , Relationship , Reflection
True/False
Correct Answer True
Your Answer True
Your Answer India , Hong Kong , Australia


Question The various sources of mass media are :-
Correct Answer Radio , Television , Newspapers and Magazines
Your Answer Radio , Television , Newspapers and Magazines

Question Following are the People Processing services directed at People's bodies :-
Correct Answer Health Care. , Lodging. , Barbers.
Your Answer Health Care. , Lodging. , Barbers.

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

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
Correct Answer True
Your Answer True

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
Correct Answer True
Your Answer True

Select The Blank

Your Answer Crisis


Correct Answer Sales promises. , Pricing. , Advertising.


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
depth?
Your Answer Source brand strategy

Select The Blank

Question Added value, Brand identity and an effective product, these three characteristics are
________ in nature.
Correct Answer Multiplicative
Your Answer Multiplicative

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

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.
Your Answer False
Select The Blank

Your Answer Culture
Match The Following

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
Correct Answer True
Your Answer True

True/False
Question Empathy is non ability to provide caring individualized attention the firm provides its
customers.
Your Answer False

the service :-
True/False
Correct Answer True
Your Answer True
Select The Blank

Select The Blank


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

Question Numerous forms of communication, collectively referred as the marketing :-
Correct Answer Communication mix
Your Answer Communication mix
True/False
Correct Answer True
Your Answer True
Match The Following



True/False
Question Stimulus Response approach and Formula approach takes into consideration customer
questions and individual customer needs.
Your Answer False

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 Reflection provides a model with which to identify.
Correct Answer True
Your Answer True
Select The Blank

True/False
Your Answer True
Select The Blank

Question The loss of quality control may also be accompanied by the ________ over operating
costs.
Correct Answer Loss of control
Your Answer Loss of revenue
Match The Following



Correct Answer Supporting the staff , Front line employee , Managers
Your Answer Supporting the staff , Front line employee , Managers

Your Answer Simultaneously produced & consumed.

Your Answer Vertical marketing
Select The Blank

Your Answer Physique

Select The Blank

Question Sometimes employees can give ________ service spontaneously.
Correct Answer Extra
Your Answer Extra


Your Answer Tourism. , Telephone & Telegraph.
Select The Blank

Your Answer To resource scarcity.
Question It creates a relationship and a strong bond with the customer that grows over time :-
Your Answer Brand loyalty

Select The Blank

________.
Your Answer Quality

awareness.
Your Answer Increase in per capita income. , Increase in health awareness.
True/False
to success.
Correct Answer True
Your 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.
Your Answer Repainting retail branches. , Vehicles in new colour schemes. , Outfitting service

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


Your Answer It can not be touched. , It can not be readily displayed.


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 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

True/False
Correct Answer True
Your Answer True
Select The Blank

Your Answer Marketing
True/False
Your Answer False
True/False
Question Relationship Research does not involve comprehensive approach on all aspects of
customers relationship with the service.
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
Correct Answer True
Your Answer True

Your Answer Strength , Relevance


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
Correct Answer True
Your Answer True
Select The Blank

Question The ________ elements forms service delivery system.
Correct Answer Visible
Your Answer Known
Select The Blank

Question The extensive use of physical evidence varies by the ________.
Correct Answer Service type
Your Answer Service type
Match The Following

Access Does the airline have 24 hour toll free phone number? Does the airline have 24 hour toll free
phone number?
Customer Gap Focus of the Gap Model Focus of the Gap Model
Credibility Does Hospital have a good reputation? Does Hospital have a good reputation?
Security Is it safe to use the banks ATMs at night? Is it safe to use the banks ATMs at
night?

Your Answer Can be displayed.

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

Question Lack of patent protection is applicable for :-
Correct Answer Services
Your Answer Services

Your Answer Logo

Question Perishability of services referred to be that they :-
Correct Answer Can not be saved.
Your Answer Can be stored.

Question What are the visible and external facets of brand identity prism?
Your Answer Reflection , Physique , Relationship

Question It is today a leading edge indicator of profitability and market share tomorrow :-
Correct Answer Relevant differentiation
Your Answer Relevant differentiation

Question It provides the same identifying function for services that a trademark provides for
goods :-
Correct Answer Service mark
True/False
Question Promotions reduce the risk of first time purchase for customers and encourages trial.
Correct Answer True
Your Answer True
True/False
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

Select The Blank


Your Answer E-Commerce
Select The Blank

Match The Following

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

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

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.
Your Answer False
True/False
Correct Answer True
Your Answer True

True/False
Correct Answer True
Your Answer True

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

Correct Answer Innovation , Adds to image , To defend a brand at risk
Select The Blank

costs.
Your Answer Loss of control

True/False
Question Control can have negative ramifications within intermediaries.
Correct Answer True
Your Answer True
Select The Blank


Your Answer Competitor's brand

Your Answer Promotion mix

Your Answer Leadership
True/False
Question Services are not patentable.
Correct Answer True
Your Answer True
Select The Blank
Your Answer Psychological

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 It survives because it exceeds customer expectations :-
Your Answer Brand

True/False
Question Market value method is used when valuing your own brand image for inclusion in the
balance sheet.
Your Answer False
True/False
Customisation.
Your Answer True

Question Selling goods and services through the internet is called :-
Correct Answer E-Commerce


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.

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

due to :-
separated from performers.
Select The Blank

service.
Your Answer Delivery
Match The Following

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.

Question When the delivery of core product is outsourced to an intermediary, it is called :-
Your Answer Pedestrian counts
Your Answer Brand awareness , Confidence , Brand equity

True/False
Correct Answer True
Your Answer True



Match The Following




Correct Answer ABC
Your Answer ABC
True/False
Correct Answer True
Your Answer True
True/False
Correct Answer True
Your Answer True

True/False
Correct Answer True
Your Answer False
Select The Blank

Your Answer Banks

awareness.
Select The Blank


Select The Blank

requirements.

True/False
Correct Answer True
Your Answer True


Select The Blank

Select The Blank

Correct Answer Core
Your Answer Core
True/False
Correct Answer True
Your Answer True

Select The Blank


Select The Blank

________.
Your Answer Demand
True/False
Your Answer False
True/False
are traditional.
Correct Answer True
Your Answer True
Match The Following


True/False
Correct Answer True
Your Answer True
Select The Blank

signal of quality.


Select The Blank


people
Select The Blank

Your Answer Brand
True/False
Correct Answer True
Your Answer True





Correct Answer ABC
Your Answer ABC

Your Answer Earnings , Strength
Select The Blank


Question The skill and knowledge necessary to do the job is :-
Correct Answer Service competencies
Your Answer Service competencies
Select The Blank
Your Answer Production.
True/False
Correct Answer True
Your Answer True
Select The Blank

Your Answer Personnel

Question It is estimating the total financial value of the brand :-
Correct Answer Brand valuation
Your Answer Brand valuation

Question It is defined as the positive differential effect that knowing the brand name has on
customer response to the product or service :-

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

Your Answer Customer , Employer , Employees

Question Following has brought changes in the way people now shop a days :-
Correct Answer Computers , Internet
Your Answer Catalogues , Internet , Malls
True/False
Correct Answer True
Your Answer True
Select The Blank

customer?
Your Answer Empathetic , Courteous , Caring

Question When technical quality of services can not be evaluated easily customers depend on their
:-
Correct Answer Own cues.
Your Answer Own perception.

Match The Following


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

Question It is a measure of brand's potential profitability :-
Your Answer Earnings
Select The Blank
Select The Blank


Question Marketers can have some control over their customer's impressions by :-
Correct Answer Understanding cues.
Your Answer Understanding cues.
True/False
Your Answer False

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

Select The Blank

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

True/False
Your Answer False

Correct Answer Focuses on single brand image , Creates brand capital , Cost of launch is low
True/False
Question Services are deeds and efforts.
Correct Answer True
Your Answer False
Select The Blank

signal of quality.

Your Answer Social benefits , Cultural benefits

Question What are the visible and external(left) facets of brand identity prism?
Your Answer Physique , Relationship , Personality
Question Which of the features are on the right side of the brand identity hexagonal prism?
Select The Blank

Select The Blank

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

the service :-
Select The Blank

Question Contact employee personifies the ________ in the customer's eye.
Correct Answer Firm
Your Answer Culture
True/False
Your Answer False

Your Answer Creating a strong brand image of an organization.

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
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

Select The Blank

Question There are ________ ways of testing the response to marketing mix variables.
Correct Answer Alternative
Your Answer Seven
Match The Following

phone number?
night?

Select The Blank

Question The ________ offers an excellent way to understand customer's service experience.
Correct Answer Flowcharting
Your Answer Circles
Select The Blank

Your Answer Goals

Match The Following

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

Your Answer Health Care. , Lodging. , Recycling.

Your Answer Top down , Bottom up

Select The Blank
Your Answer Personality

Question Many service firms offer their customers variety of :-
Correct Answer Service related activities.
Your Answer Service related activities.
Select The Blank

Your Answer Financial institutions
Select The Blank

Question ________ involves recognising that the public's knowledge of an alliance is added value.
Select The Blank

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

Question Online emotional connection and loyalty can be accomplished through:-
Correct Answer Chat rooms , Surveys , Guest books
Your Answer Chat rooms , Guest books

Your Answer Brand image

sheet :-
Your Answer Market value method

up of :-
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
Correct Answer True
Your Answer True

Question Brand strength is measured against which key attributes?
Correct Answer Market , Leadership , Geography
Your Answer Market , Leadership



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


True/False
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
Correct Answer True
Your Answer True
True/False
Question The displaying or communicating of services are very easy.
Your Answer False
True/False
Correct Answer True
Your Answer True

True/False
Your Answer False
True/False
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.
Your Answer True

Question It is important that marketers should have full knowledge of customer's :-
Correct Answer Expectations
Your Answer Expectations


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 It is the defining aspect of a brand :-
Your Answer Value
Select The Blank

________.
Your Answer Demand
Select The Blank

Question All firms need to be aware of customer expectation of ________.
Correct Answer Reliability

Select The Blank

True/False
Correct Answer True
Your Answer True
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.

awareness.
Select The Blank

Select The Blank

Select The Blank

Your Answer Values
True/False
Correct Answer True
Your Answer True
Select The Blank


Question This approach to Selling is based on the premise that for a given stimulus, there is a
particular response :-
Correct Answer Stimulus-response
Select The Blank

Your Answer Alternative

Select The Blank

Your Answer Crisis

Select The Blank

Question The marketers of services emphasize on tangibilising the ________.
Correct Answer Intangibles
Your Answer Reliables
Select The Blank

Your Answer Identity



Your Answer Brand

:-
Your Answer Enduring service intensifiers. , Transitory service intensifiers. , Personal needs.
Correct Answer Telephone & Telegraph. , Transportation. , Tourism.
Your Answer Transportation. , Tourism. , Telephone & Telegraph.

True/False
Correct Answer True
Your Answer True
Select The Blank

Correct Answer Core
Your Answer Core

Question Situational factors of model of customer expectation includes :-
Correct Answer Bad weather
Your Answer Bad weather
Match The Following

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

Select The Blank

Correct Answer All
Your Answer All
Question Service quality is a critical component of :-
Correct Answer Customer perception.
Your Answer Customer perception.
True/False
Correct Answer True
Your Answer True


Your Answer Health Care. , Barbers.

Correct Answer Outfitting service employees in new uniforms. , Repainting retail branches. ,
Vehicles in new colour schemes.
Your Answer Vehicles in new colour schemes. , Outfitting service employees in new uniforms.
True/False
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
are traditional.
Correct Answer True
Your Answer True
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.

True/False
Question Service culture can be developed quickly.
Your Answer False
Match The Following

Element of effective research programme Customer Panels Customer Panels
Customer Satisfaction Consumers fulfillment response. Consumers fulfillment response.
Research objective for service To monitor & track service performance. To monitor & track service
performance.
Criteria for effective research programme Includes qualitative & quantitative research
Includes qualitative & quantitative research

Question It is the worst indicator of profitability:-
Correct Answer Price
Your Answer Price

Question This phenomenon is inherent in the luxury goods sector :-

Select The Blank

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

Question Which of the communication mix element includes corporate logos?
Correct Answer Corporate design
Your Answer Corporate design
True/False
Your Answer True
Select The Blank

Question ________ creates emotional connection and loyalty.
Correct Answer Community

Correct Answer Pricing. , Advertising. , Sales promises.
Your Answer Advertising. , Sales promises. , Pricing.
Select The Blank




Your Answer Financial benefits , Structural ties , Social benefits
Select The Blank

Question Adequate service is also known as :-
Correct Answer Lower level of service
Your Answer Middle level of service
Select The Blank

Your Answer Empathy

Question The possible solutions to inseparability problem of services are :-
Correct Answer Emphasis on selecting and training public contact personnel. , Consumer
management. , Use of multisite locations.
Your Answer Emphasis on selecting and training public contact personnel. , Consumer management. ,
Use of multisite locations.

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
Your Answer False

Question It is important that marketers should have full knowledge of customer's :-
Correct Answer Expectations
Your Answer Expectations
Match The Following

Question Augmented product refers to :-
Correct Answer Extended product.
Your Answer Extended product.

Your Answer Displaying

Correct Answer Service marketing , Service operations , Service delivery

True/False
are traditional.
Correct Answer True
Your Answer True
Select The Blank

Select The Blank



Question Personal sources of information are :-
Correct Answer Family , Friends , Opinion Leaders
Your Answer Family , Friends , Radio
True/False
Correct Answer True
Your Answer True




customer?
Select The Blank

Your Answer Personality

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

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
Correct Answer Broad selection , Better prices , Convenience
Match The Following

phone number?
night?
True/False
Correct Answer True
Your Answer True

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

True/False
Correct Answer True
Your Answer True

True/False
Correct Answer True
Your Answer True
True/False
Correct Answer True
Your Answer True
Select The Blank

Correct Answer Firm
Your Answer Firm
True/False
Question Critical study are not useful as alternatives to complaint solicitation.
Your Answer False
Select The Blank

True/False
Question Closing the customer gap is not the outcome of Gap Model.
Your Answer False
--
Select The Blank

________ in nature.
Select The Blank

organisation.

Question Functions of retail salespersons are:-
Correct Answer Customer contact , Stock work , House keeping
Your Answer Customer contact , Stock work , House keeping

Question Which of the following is the characteristic of services?
Correct Answer Inseparability
Your Answer Inseparability

Your Answer Can patented.


Question It is one of the recent concepts in service marketing :-

Your Answer Assurance

True/False
area.
Correct Answer True
Your Answer True

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
Correct Answer True
Your Answer True
True/False
to success.
Correct Answer True
Your Answer True



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
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
Correct Answer True
Your Answer True
Select The Blank

Your Answer Extension
True/False
Correct Answer True
Your Answer True
Select The Blank

Match The Following

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

Your Answer Brand

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

Your Answer Extra
Select The Blank

Question ________ are at the crux of transactions and exchanges between people.
Correct Answer Brands
Your Answer Brands

Question Features of Quality Service are:-
Correct Answer Reliability , Responsiveness , Empathetic
Your Answer Reliability , Responsiveness

customers need :-
True/False
Customisation.
Your Answer False
Select The Blank


Your Answer Computers , Internet


True/False
Question External brand building is essential to internal brand building.
Your Answer True


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

communication :-
Select The Blank



sheet :-
Your Answer Historic cost method
Select The Blank

Correct Answer Core
Your Answer Core

:-
Your Answer Enduring service intensifiers. , Transitory service intensifiers.

Question This method is used when business is acquired for the brand name of its product
mainly :-
Correct Answer Market value method


Match The Following

An attention paid to customer by waiter Satisfied hotel customer. Unsatisfied customer.
SAS Customer driven airline. Satisfied hotel customer.
Good customer encounter Increase in brand loyalty. Decrease in brand preference.

same message :-
Select The Blank

________ in nature.
Select The Blank

organisation.


Question Which of the following is the characteristic of services?
Correct Answer Inseparability
Your Answer Inseparability

Your Answer Can patented.



True/False
area.
Correct Answer True
Your Answer True

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
Correct Answer True
Your Answer True
True/False
to success.
Correct Answer True
Your Answer True


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
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
Correct Answer True
Your Answer True
Select The Blank

True/False
Correct Answer True
Your Answer True
Select The Blank

Match The Following

Wealth creators Brands Economic benefits
Process of wealth creation Brand building Social benefits
Select The Blank

Your Answer Brand
Select The Blank

Your Answer Extra
Select The Blank

Your Answer Brands

Your Answer Reliability , Responsiveness

customers need :-
True/False
Customisation.
Your Answer False
Select The Blank


Your Answer Computers , Internet

True/False
Your Answer True


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

communication :-
Select The Blank



sheet :-
Select The Blank

Correct Answer Core
Your Answer Core
:-
Your Answer Enduring service intensifiers. , Transitory service intensifiers.

Question This method is used when business is acquired for the brand name of its product
mainly :-
Correct Answer Market value method


Match The Following

An attention paid to customer by waiter Satisfied hotel customer. Unsatisfied customer.
SAS Customer driven airline. Satisfied hotel customer.
Good customer encounter Increase in brand loyalty. Decrease in brand preference.

same message :-
Select The Blank

Your Answer First parties

Question It involves recognising that the public knowledge of an alliance is added value :-
Your Answer Innovation


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

Select The Blank

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

Issue of Airline miles in return for a purchase Couponing Sampling

Samples, coupons, gifts etc Sales promotion Couponing
Select The Blank

Your Answer Selling

Your Answer Customer driven airline.

Your Answer Means for differentiation , Packaging

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.
Your Answer True

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

True/False
customers.
Your Answer True


Your Answer Price leadership , Flat rate pricing

Question Services are said to be intangible because they are :-
Correct Answer Performers.
Your Answer Performers.

Your Answer Market , Leadership
Select The Blank

Question ________ are useful for adjusting demand and supply fluctuations.
Correct Answer Price promotion
Your Answer Place promotion

Your Answer Health Care. , Lodging.


Select The Blank

Your Answer At middle level
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


Question "Service profit chain" shows the interrelationship between :-
Correct Answer Customer and employee satisfaction
Your Answer Customer and employee satisfaction

Your Answer The zone of perception

Select The Blank

Question Physical evidence of the service is located at ________ of the blue print.
Correct Answer Top
Your Answer Top
True/False
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
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

Your Answer Banks
Match The Following

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

Select The Blank

Your Answer Co-branding
True/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

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.
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


True/False
Your Answer False


events
Your Answer Quality of front line customers , Company sponsors consumer events

Match The Following







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

Your Answer Flowcharting

Question The only way to achieve brand extension is by:-
Correct Answer Renewing the product
Your Answer Introducing new product
True/False
Question One of the problem encountered with Range product strategy is of brand opacity.
Correct Answer True
Your Answer True
Match The Following


Select The Blank

Select The Blank

________.
Your Answer Demand




Select The Blank

Question In case of services there is ________ between the service provider and other customers.
Correct Answer Interconnection
Your Answer Connection
True/False
balance sheet.
Your Answer False
Select The Blank

Select The Blank

costs.

Question Employee appearance and dress are important dimensions of which service quality?

True/False
Your Answer True
True/False
Correct Answer True
Your Answer True
True/False
Your Answer False


depth

Select The Blank

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

Select The Blank

Your Answer Crisis

awareness.
True/False
Correct Answer True
Your Answer True
Select The Blank

Select The Blank

Your Answer Values
True/False
Your Answer False
Select The Blank

Select The Blank

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


Question It helps to establish how many prospective customers a day pass by certain locations :-
Correct 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
Your Answer False
Select The Blank



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
Select The Blank
Your Answer Banks
Select The Blank

Your Answer Selling

Select The Blank

Select The Blank

True/False
Correct Answer True
Your Answer True
Select The Blank

customers.
Your Answer Where


Your Answer Revenue growth and profitability



Select The Blank

True/False
Correct Answer True
Your Answer True

Your Answer Market , Leadership , Geography

Your Answer Can not be saved.


Select The Blank

True/False
Correct Answer True
Your Answer True


Question Various criteria used in choosing Advertising media are:-
Correct Answer Cost , Clutter , Reach
Your Answer Cost , Clutter , Reach


Select The Blank

Correct Answer Firm
Your Answer Firm
Match The Following


services.

Match The Following
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

True/False
the brand.
Correct Answer True
Your Answer True

Your Answer Price , Product functions , Product features

Your Answer Satisfied customer. Would incur cost for brand change , Customer values brand and sees
it as friend , Customer devoted to the brand

Question The center of Model of Customer Service Expectation made up of :-
Correct Answer Detailed view of expectations
Your Answer Detailed view of expectations


Your Answer Interest
True/False
Your Answer False

True/False
Correct Answer True
Your Answer True



Match The Following




Correct Answer ABC
Your Answer ABC
True/False
Correct Answer True
Your Answer True
True/False
Correct Answer True
Your Answer True

True/False
Correct Answer True
Your Answer False
Select The Blank

Your Answer Banks
awareness.
Select The Blank


Select The Blank

requirements.

True/False
Correct Answer True
Your Answer True


Select The Blank

Select The Blank

Correct Answer Core
Your Answer Core
True/False
Correct Answer True
Your Answer True

Select The Blank


Select The Blank

________.
Your Answer Demand
True/False
Your Answer False
True/False
are traditional.
Correct Answer True
Your Answer True
Match The Following



True/False
Correct Answer True
Your Answer True
Select The Blank

signal of quality.


Select The Blank


people
Select The Blank

Your Answer Brand
True/False
Correct Answer True
Your Answer True






Your Answer Brand opacity , Creates brand capital , Cost of launch is low

Your Answer Madam Query.
True/False
Correct Answer True
Your Answer True

Your Answer Service operations , Service delivery , Service communications


Your Answer Means for differentiation , Packaging , Designing

Your Answer Ownership of services , Variablilty of both inputs and outputs , Importance of time factor

Select The Blank

Question The marketers of services emphasize on tangiblising the ________.
Your Answer Intangibles
True/False
Your Answer True

Your Answer Philip Kotler

Select The Blank


Your Answer Earnings , Differentiation


Your Answer Market , Leadership , Topography
Select The Blank

True/False
Correct Answer True
Your Answer True
Match The Following

Pedestrian counts
Select The Blank

True/False
Correct Answer True
Your Answer True


Your Answer Line of Internal interaction , Line of External interaction , Line of Visibility

Question Which of the features are on the right side of the brand identity hexagonal
prism?
Your Answer Culture , Self image


Your Answer Major Product Innovations
Select The Blank

Select The Blank

Select The Blank

True/False
are traditional.
Correct Answer True
Your Answer True
True/False
Correct Answer True
Your Answer True

True/False
Correct Answer True
Your Answer True

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
Correct Answer True
Your Answer True
True/False
Correct Answer True
Your Answer True
Match The Following

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 services
Regulation and pricing of utility services
Alternative to bidding Negotiation Negotiation

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

Question The clear evident is not possible in case of services like :-
Correct Answer Lawyer.
Your Answer Lawyer.
Select The Blank

Your Answer Socialisation

Your Answer Customer contact , Stock work , Wholesale contact
Select The Blank

Select The Blank

Your Answer Three

Your Answer Three

True/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

Channel conflict occurs when Service principal and intermediaries are too
Set -1


Question The goods can be ________ at one locality and transported for sale in another locality.
Correct Answer Produced


Correct Answer True
Question This method is used when valuing your own brand image for inclusion in the balance sheet :-
Question This approach is based on the assumption that all customers can be persuaded by the same
message :-
Question ________ is the focal point around which an organisation defines how it will uniquely deliver
value to the customer for a point.

Question The verbal part of the brand is called :-

Correct Answer Brand name

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 Physical possession of a tangible object refers to :-

Correct Answer Goods


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 True

Correct Answer A delayed flight. , Hotel room booked in advance not available. , A surgical operation


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 Brand identity focuses too much on brand appearance and not enough on brand essence.
Correct Answer True

Question Loyal customers tend to spend more.

Correct Answer True

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 ________.

Question Extensions can be made in all directions.

Correct Answer True
Question Who the people who produce revenue and build customer relationships for the company?
Correct Answer Front line employees

Set -2
Question Service industries who follow traditional practices, service personnel are the ________ on the
corporate ladder.

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?
organisation.
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 Keeping them informed. , Simple language to be used. , Listening to customers.

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


Question Functions of Sales Promotion are:-

Correct Answer Adds value , Competitive edge , Boost sales


Question Co-creating a brand with it's customers will help the brand continue to thrive.
Correct Answer True

Question Well dressed individuals are perceived as more intelligent, better workers and more pleasant
to engage in interactions.
Correct Answer True
statement.
Question Blue prints can be used to isolate failure points or bottlenecks in the service process
Correct Answer True

Question The quarrelsome refers to those misbehaving customers who quarrel with other customers or
with their own group members.

Question It is a tool that addresses the challenges of designing and specifying intangible service
processes :-
Correct Answer Service blue printing

Correct Answer True

Question What is treated as an element of the extended Marketing mix?
Correct Answer Service process

Question The notion of brand image is both volatile and changing.

Correct Answer True

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 :-
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

Skipped/Unsolved Questions
Which of the following are poor differentiators of profitability?

Price
Product functions
Product features
Emotional benefits
It is one of the recent concepts in service marketing :-

Brand building
Brand loyalty
Brand identity
Brand image
Who has written the book on Brand Management "Nets Out"?

Zeithaml and Bitner
Brad Van Auken
Sir Michael Perry
Lord Puttnan
Mental stimulus processing services directed at people's minds are :-
Accounting.
Psychotherapy.
Music concerts.
Education.
1. Super brands 1. Marcel Knobil

2. Councils of Super brands 2. UK, France, Germany
3. Super brand's juggernaut 3. Indonesia, Netherlands, Portugal
4. Infosys 4. Uses brand earnings model
5. Uses market value method
6. A C Neilsen
1. CIT Methodology 1. Collecting critical incidents data.

2. SAS 2. Satisfied hotel customer.
3. Good customer encounter 3. Decrease in brand preference.
4. An attention paid to customer by waiter 4. Unsatisfied customer.
5. Increase in brand loyalty.
6. Customer driven airline.

Correct Answer Socialising , Means for differentiation , Packaging
Your Answer Means for differentiation , Packaging , Socialising

Your Answer Age of the brand , Cumulative advertising , Order of entry into the market
Select The Blank


True/False
Correct Answer True
Your Answer True
True/False
Correct Answer True
Your Answer True
Select The Blank

Your Answer Interconnection
Select The Blank

Your Answer Brands

people
Match The Following

Select The Blank

Your Answer Extra
Select The Blank

Your Answer Thief
Select The Blank


benefits.

True/False
Correct Answer True
Your Answer True

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.

Match The Following

True/False
Your Answer True
True/False
Correct Answer True
Your Answer True
True/False
Your Answer False

True/False
Correct Answer True
Your Answer True
Select The Blank

True/False
process.
Correct Answer True
Your Answer True
Select The Blank

Your Answer Roles
Select The Blank

Your Answer Banks

True/False
the brand.
Correct Answer True
Your Answer True



Your Answer Reliability , Responsiveness , Empathetic


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

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

customers need :-

communication :-
Question Personal source of information for services is :-
Correct Answer Friends
Your Answer Friends



Select The Blank

Your Answer Value of tangible assets
True/False
Question Identifying the benefits & the attributes are not included in customers requirement
research.
Your Answer False
Select The Blank

________.
Your Answer Demand

Your Answer Goods
Select The Blank


Your Answer Letters , Advertising , Signage
Select The Blank


True/False
the brand.
Correct Answer True
Your Answer True

Question It is the brand's verbal, visual and musical attributes :-
Correct Answer Brand style
True/False
Question Critical study are not useful as alternatives to complaint solicitation.
Your Answer False

sheet :-
True/False
Correct Answer True
Your Answer True


service provider
Your Answer Service evaluation , Assessing quality of services , The market valuation of the service
provider

Select The Blank

Match The Following

Food, cosmetics sector Range brand policy Range brand policy

Your Answer Employees , Customer

Question The verbal part of the brand is called :-
Correct Answer Brand name
Your Answer Brand name
Select The Blank

service.
Select The Blank

Your Answer Extra

Select The Blank

Your Answer Thief
True/False
Correct Answer True
Your Answer True

Question Which of the communication mix element includes corporate logos?
Correct Answer Corporate design
Your Answer Advertising
True/False
Your Answer True


True/False
Correct Answer True
Your Answer True
Select The Blank

Match The Following


services.


Your Answer Variablilty of both inputs and outputs , Many services are hard to evaluate , Importance of
time factor


True/False
Question Service development, design & delivery are intricately intertwined, hence they should
not work together.
Correct Answer True
Your Answer True
Select The Blank

Question ________ are useful for adjusting demand and supply fluctuations.
Correct Answer Price promotion
Your Answer Price promotion



Question Customer satisfaction is possible if the promises made in services are :-
Correct Answer Consistent & realistic.
Your Answer Consistent & realistic.
True/False
Correct Answer True
Your Answer True
True/False
Correct Answer True
Your Answer True

Question Adequate service is also known as :-
Correct Answer Lower level of service
Your Answer Upper level of service
Select The Blank

Your Answer Banks

Your Answer Window of customer service level
Select The Blank

Correct Answer All
Your Answer All



Your Answer Friends
True/False
Your Answer False

Your Answer Reflection , Physique , Relationship

Question It is today a leading edge indicator of profitability and market share tomorrow :-
Your Answer Relevant differentiation

Question It provides the same identifying function for services that a trademark provides for
goods :-
Correct Answer Service mark
True/False
Correct Answer True
Your Answer True
True/False
Correct Answer True
Your Answer True
Select The Blank

Your Answer Designing

Select The Blank


Select The Blank

Match The Following

Food, cosmetics sector Range brand policy Line brand policy

Your Answer Design , Production
True/False
Your Answer False
True/False
Correct Answer True
Your Answer True

True/False
Correct Answer True
Your Answer True

Select The Blank

Question Channel ________ can occur between service provider and service intermediary.
Correct Answer Conflict
Your Answer Conflict
Select The Blank

Correct Answer Core
Your Answer Core

Select The Blank

costs.
Your Answer Loss of control

True/False
Correct Answer True
Your Answer True
Select The Blank


Your Answer Competitor's brand

Your Answer Promotion mix

Your Answer Leadership
True/False
Question Services are not patentable.
Correct Answer True
Your Answer True
Select The Blank

Your Answer Psychological

Your Answer Customer values brand and sees it as friend , Customer devoted to the brand
Select The Blank

Your Answer Brand

True/False
balance sheet.
Your Answer False
True/False
Customisation.
Your Answer True




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.
events
Your Answer Advertising , Sales promotion , Company sponsors consumer events

due to :-
separated from performers.
Select The Blank

service.
Your Answer Delivery
Match The Following


services.


Question When the delivery of core product is outsourced to an intermediary, it is called :-

Select The Blank

Question Service industries who follow traditional practices, service personnel are the ________
on the corporate ladder.
Your Answer Lowest



Your Answer Non customer service level





Select The Blank

________.
Your Answer Costs

Select The Blank

Your Answer Culture
Select The Blank




Select The Blank

Question The strategy used to reduce fluctuations in demand is to implement ________.
Correct Answer Reservation system.
Your Answer Reservation system.
Match The Following

Issue of Airline miles in return for a purchase Couponing Couponing
Samples, coupons, gifts etc Sales promotion Sales promotion

Select The Blank


Your Answer Evaluation

True/False
Correct Answer True
Your Answer True
True/False
Correct Answer True
Your Answer True

customers need :-

Your Answer Franchising

Match The Following
True/False
Your Answer True
Select The Blank

Select The Blank

Select The Blank

Your Answer Non-financial
True/False
Customisation.
Your Answer False
True/False
Correct Answer True
Your Answer True
True/False
Your Answer False
Select The Blank
value.
Correct Answer Net
Your Answer Net
True/False
Correct Answer True
Your Answer True
True/False
Correct Answer True
Your Answer True


up of :-
True/False
Correct Answer True
Your Answer True
True/False
Question Reflecting the customer as he or she is the target.
Your Answer True
True/False
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





True/False
Your Answer False


events
Your Answer Quality of front line customers , Company sponsors consumer events
Match The Following








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

Your Answer Flowcharting

Question The only way to achieve brand extension is by:-
Correct Answer Renewing the product
Your Answer Introducing new product
True/False
Question One of the problem encountered with Range product strategy is of brand opacity.
Correct Answer True
Your Answer True
Match The Following


Select The Blank

Select The Blank
________.
Your Answer Demand




Select The Blank

Your Answer Connection
True/False
balance sheet.
Your Answer False
Select The Blank

Select The Blank

costs.


True/False
Your Answer True
True/False
Correct Answer True
Your Answer True
True/False
Your Answer False


depth

Select The Blank
True/False
Correct Answer True
Your Answer True
Select The Blank

Select The Blank

Your Answer Crisis

awareness.
True/False
Correct Answer True
Your Answer True
Select The Blank

Select The Blank

Your Answer Values
True/False
Your Answer False
Select The Blank

Select The Blank

Correct Answer Top
Your Answer Top
True/False
Correct Answer True
Your Answer True


Question It helps to establish how many prospective customers a day pass by certain locations :-
Correct Answer Pedestrian counts
Select The Blank

True/False
Your Answer False
Select The Blank



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
Select The Blank

Your Answer Banks
Select The Blank

Your Answer Selling

Select The Blank

Select The Blank

True/False
Correct Answer True
Your Answer True
Select The Blank

customers.
Your Answer Where


Your Answer Revenue growth and profitability



Select The Blank

True/False
Correct Answer True
Your Answer True

Your Answer Market , Leadership , Geography



Select The Blank

True/False
Correct Answer True
Your Answer True


Your Answer Cost , Clutter , Reach


Select The Blank

Correct Answer Firm
Your Answer Firm
Match The Following


services.

Match The Following

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

True/False
the brand.
Correct Answer True
Your Answer True

Your Answer Price , Product functions , Product features

Your Answer Satisfied customer. Would incur cost for brand change , Customer values brand and sees
it as friend , Customer devoted to the brand

Question The center of Model of Customer Service Expectation made up of :-
Correct Answer Detailed view of expectations
Your Answer Detailed view of expectations

Your Answer Interest
True/False
Your Answer False

Correct Answer Socialising , Means for differentiation , Packaging

Your Answer Age of the brand , Cumulative advertising , Order of entry into the market
Select The Blank


True/False
Correct Answer True
Your Answer True
True/False
Correct Answer True
Your Answer True
Select The Blank

Your Answer Interconnection
Select The Blank

Your Answer Brands

people
Match The Following

Select The Blank

Your Answer Extra
Select The Blank

Your Answer Thief
Select The Blank



benefits.
True/False
Correct Answer True
Your Answer True

Correct Answer Close customer gap. , Remove discrepancies within organisation. , Use the
strategies to drive service excellence.

Match The Following

True/False
Your Answer True
True/False
Correct Answer True
Your Answer True
True/False
Your Answer False

True/False
Correct Answer True
Your Answer True
Select The Blank

True/False
process.
Correct Answer True
Your Answer True
Select The Blank

Your Answer Roles
Select The Blank

Your Answer Banks

True/False
the brand.
Correct Answer True
Your Answer True




service provider
Your Answer Service evaluation , Assessing quality of services

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

customers need :-

communication :-

Your Answer Friends


Select The Blank

Your Answer Value of tangible assets
True/False
Question Identifying the benefits & the attributes are not included in customers requirement
research.
Your Answer False
Select The Blank

________.
Your Answer Demand

Your Answer Goods

True/False
Correct Answer True
Your Answer True





Your Answer Three
Select The Blank


Correct 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
Correct Answer True
Your Answer True
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
Correct Answer True
Your Answer True

Select The Blank

Your Answer Crisis


Correct Answer Sales promises. , Pricing. , Advertising.


Select The Blank

value.
Correct Answer Net
Your Answer Net

depth?

Select The Blank

________ in nature.

Your Answer The zone of tolerance
True/False
Question Internal procedures must support quality service performance.
Correct Answer True
Your Answer True

Your Answer Mary Jo Bitner
Select The Blank

Your Answer Values
True/False
Your Answer False
Select The Blank

Your Answer Culture
Match The Following
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
Correct Answer True
Your Answer True

True/False
customers.
Your Answer False

the service :-
True/False
Correct Answer True
Your Answer True
Select The Blank

Select The Blank

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


Your Answer Communication mix
True/False
Correct Answer True
Your Answer True
Match The Following



True/False
Your Answer False

True/False
Correct Answer True
Your Answer True
Select The Blank

True/False
Your Answer True
Select The Blank

costs.
Match The Following


Correct Answer Supporting the staff , Front line employee , Managers
Your Answer Supporting the staff , Front line employee , Managers

Your Answer Simultaneously produced & consumed.

Your Answer Vertical marketing
Select The Blank


Select The Blank

Your Answer Extra


Your Answer Tourism. , Telephone & Telegraph.
Select The Blank



Select The Blank

________.
Your Answer Quality

awareness.
Your Answer Increase in per capita income. , Increase in health awareness.
True/False
to success.
Correct Answer True
Your Answer True



Your Answer It can not be touched. , It can not be readily displayed.


Your Answer Selecting and training public contact personnel.
Select The Blank

Correct Answer

Your Answer Marketing driven airline.
Select The Blank

True/False
Correct Answer True
Your Answer True
Select The Blank

True/False
Your Answer False
True/False
Your Answer False
True/False
process.
Correct Answer True
Your Answer False
True/False
Correct Answer True
Your Answer True

Your Answer Strength , Relevance


Your Answer Personal contact.
True/False
Correct Answer True
Your Answer True
Select The Blank

Question The ________ elements forms service delivery system.
Correct Answer Visible
Your Answer Known
Select The Blank

Question The extensive use of physical evidence varies by the ________.
Correct Answer Service type
Your Answer Service type
Match The Following

phone number?
night?

Your Answer Can be displayed.



Your Answer Logo

Your Answer Can be stored.

Correct Answer ABC
Your Answer ABC

Select The Blank


Select The Blank

True/False
Correct Answer True
Your Answer True
Select The Blank

Your Answer Personnel




Your Answer Customer , Employer , Employees
Your Answer Catalogues , Internet , Malls
True/False
Correct Answer True
Your Answer True
Select The Blank


customer?

Question When technical quality of services can not be evaluated easily customers depend on
their :-
Correct Answer Own cues.
Your Answer Own perception.

Match The Following


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

Select The Blank

Select The Blank


True/False
Your Answer False

same message :-
Match The Following

Select The Blank
Your Answer Loyalty
Select The Blank

True/False
Your Answer False

True/False
Correct Answer True
Your Answer False
Select The Blank

signal of quality.

Your Answer Social benefits , Cultural benefits


Select The Blank
Select The Blank

Correct Answer All
Your Answer All
True/False
Correct Answer True
Your Answer True

the service :-
Select The Blank

Correct Answer Firm
Your Answer Culture
True/False
Your Answer False


separate dealers
Your Answer Maximises advertising synergy , Customer loyalty

Question The services lacks of :-
Correct Answer Service inventories.
Your Answer Service inventories.
True/False
work together.
Correct Answer True
Your Answer False


True/False
Correct Answer True
Your Answer True



Match The Following





Correct Answer ABC
Your Answer ABC
True/False
Correct Answer True
Your Answer True
True/False
Correct Answer True
Your Answer True

True/False
Correct Answer True
Your Answer False
Select The Blank
Your Answer Banks

awareness.
Select The Blank


Select The Blank

requirements.

True/False
Correct Answer True
Your Answer True


Select The Blank
Select The Blank

Correct Answer Core
Your Answer Core
True/False
Correct Answer True
Your Answer True

Select The Blank


Select The Blank

________.
Your Answer Demand
True/False
Your Answer False
True/False
are traditional.
Correct Answer True
Your Answer True
Match The Following


True/False
Correct Answer True
Your Answer True
Select The Blank

signal of quality.


Select The Blank


people
Select The Blank

Your Answer Brand
True/False
Correct Answer True
Your Answer True






Your Answer Brand opacity , Creates brand capital , Cost of launch is low

Your Answer Madam Query.
True/False
Correct Answer True
Your Answer True

Your Answer Service operations , Service delivery , Service communications


Your Answer Means for differentiation , Packaging , Designing

Your Answer Ownership of services , Variablilty of both inputs and outputs , Importance of time factor

Select The Blank

Question The marketers of services emphasize on tangiblising the ________.
Your Answer Intangibles
True/False
Your Answer True

Your Answer Philip Kotler

Select The Blank


Your Answer Earnings , Differentiation


Your Answer Market , Leadership , Topography
Select The Blank

True/False
Correct Answer True
Your Answer True
Match The Following

Pedestrian counts
Select The Blank
True/False
Correct Answer True
Your Answer True


Your Answer Line of Internal interaction , Line of External interaction , Line of Visibility

Your Answer Culture , Self image


Your Answer Major Product Innovations
Select The Blank

Select The Blank

Select The Blank
True/False
are traditional.
Correct Answer True
Your Answer True
True/False
Correct Answer True
Your Answer True

True/False
Correct Answer True
Your Answer True

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
Correct Answer True
Your Answer True
True/False
Correct Answer True
Your Answer True
Match The Following

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 services
Regulation and pricing of utility services
Alternative to bidding Negotiation Negotiation

Your Answer Price sensitivity.
Select The Blank

Your Answer Supplier

Question The clear evident is not possible in case of services like :-
Correct Answer Lawyer.
Your Answer Lawyer.
Select The Blank


Your Answer Customer contact , Stock work , Wholesale contact
Select The Blank

Select The Blank

Your Answer Three

Your Answer Three

True/False
Your Answer True
Select The Blank

Select The Blank

Your Answer Education

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
Your Answer True

True/False
customers.
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

Question Which brand strategy has the ability to provide a two tiered sense of difference and depth?
True/False
Correct Answer True
Your Answer True


Select The Blank


True/False
Question Market value method is used when valuing your own brand image for inclusion in the balance
sheet.
Your Answer False

Your Answer Letters , Advertising , Signage

Correct Answer Peak load pricing , Motivating non peak consumption , In house alternative services

Your Answer Brand promise

Correct Answer ABC
Your Answer ABC

Question It is the satisfaction linked attractiveness of the brand in its relationship with society :-
Correct Answer Ethical
Your Answer Ethical
Select The Blank

signal of quality.
Your Answer Courtesy


Select The Blank


Correct Answer Close customer gap. , Remove discrepancies within organisation. , Use the strategies
to drive service excellence.

True/False
Correct Answer True
Your Answer True
Select The Blank

statement.
Your Answer Mission
Select The Blank

organisation.


communication :-

Your Answer Physique , Relationship , Culture , Reflection
True/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

separate dealers
Your Answer Maximises advertising synergy , Customer loyalty , Allows for existence of two separate
dealers
Select The Blank

Match The Following

Railroad Transportation. Konkan Railway. Konkan Railway.

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

Question It is the defining aspect of a brand :-
Your Answer Value

Your Answer Window of customer service level
Match The Following

Wealth creators Brands Brands
Process of wealth creation Brand building Brand building

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

Select The Blank

Your Answer Banks


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
Top of Form
Brow ser Name: M

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

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

Correct Service personnel , Equipments , Physical facilities
Answer

Correct Transportation. , Tourism. , Telephone & Telegraph.
Bottom of Form
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
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: -
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.
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.
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.
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.
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.
Expected
Service
Customer Gap
Perceived
Service
Customer
Gap 1
Company
Service External Communication

Delivery to Customers
Gap 4
Gap 3
Customer Driven Service

Designs and Standards
GAP MODEL OF
Gap 2 SERVICE QUALITY
Customer Perception of
Consumer Expectation
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 :-
(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:-

1
M C M C
2 1 4
4 5 2 5
M C M D C
6 8
7 3 6
M C M C
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 :-

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.
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.
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 SERVICESCAP OTHER TANGIBLES

E E
Insuranc Not applicable Policy itself, Billing statements,
e Company Brochures, Tellers,
etc
Hospital Building exterior Uniform reports, stationary
parking signs, billing statements.
waiting areas,
medical
equipments, etc.
Airline Airline gate area, Tickets, food, uniform
Airline exterior,
Airline interior
Express Not applicable Packaging, trucks, uniforms,
computers
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.
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.
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.
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
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,
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
Identify and qualify  Pre-
Potential approach
 Call
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:
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.

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)
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.
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.
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.
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.
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.
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.

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.
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.
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:-
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.
 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.
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.

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.
Top of Form
IGNsYXNzPSdibH Brow ser Name: M

Correct Procterian dogma

Answer
Your Answer Procterian dogma
Correct Earnings , Strength

Answer
Your Answer Strength , Earnings
Question The Molecular Model has used following technology to explain it :-
Correct Chemical analogy.

Answer
Your Answer Chemical analogy.
Correct India , Hong Kong , Australia

Answer
Your Answer Hong Kong , Singapore , Australia
True/False
Correct False
Answer
Bottom of Form
Top of Form
bGVmdCcgdmFsa Brow ser Name: M

Question It is an alliance made visible :-
Correct Co branding
Answer
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 True
Answer
Your Answer True
Correct Creates brand capital , Cost of launch is low , Focuses on single brand
Answer 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 Adaptability.
Answer
Your Answer Adaptability.
True/False

Bottom of Form
Top of Form
ZWZpdHMgXDw v Brow ser Name: M

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

Answer
Select The Blank
Correct Strength
Answer
Your Answer Value
Question The new retailing models provides information based benefits such
as :-
Correct Greater customization.

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

Answer
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.
Bottom of Form
Intoduction To services
Service 1
Aout the service sector 2
Industries classified with in service sectors
Classification based on differening levels of customer contact 4
High-contact services
Medium-contact services
Low-contact services
Why service marketing is important? 5
Trends in service sector
A service based economy
Global feature 6
Reasons for growth of service industry 7
Differentiating Servises from goods 11
Tangibility Spectrum
Difference in goods vs. services marketing 12
Intangibity: An Important and unique differnce
Marketing Peroblems Caused by Intangibity 13
Lack of ability to be stored
lack of protection by patents
Difficulty in displaying or communicating servces
Difficulty in pricing servces 14
Possible soln to intangible clues
The use of personsl sources of information 15
Creation of a strong organisational brand image
Inseparability 16
Marketing Peroblems Caused by inseparability
Physical connection of the service provider to the service
Involvement of the customer in the production process 17
Involvement of other customers in the production process 18
Specila challenges in mass production of services 19
Possible solutions to inseparability problems
Emphasis on selecting and training public contact personnel
Customer management 20
Use of multisite locations
Heterogeneity
Marketing problem caused by heterogeneity 21
Possible soln to heterogeneity problems
customisation
Standardisation 22
Pershability 23
Marketing problem caused by perishability 24
Possible soln perishability problems
Demand strategy : creative pricing
Demand strategy : Resrvatins systems 25
Demand strategy :development of complimentary services 26
Demand strategy :development of non peak demand
Supply strategy: Part time employee utilisation
Supply strategy: capacity sharing 27
Supply strategy: advance preparation of expansion
Supply strategy: Utilisation of third parties 28
Supply strategy: Increase in customer participation
Summary 29
Extendad marketing mix- three Additional 'P's 31
The service marketing Systems 33
The service marketing triangle
External marketing : making promises
Interactive Marketing : keeping promises 34
Intarnal marketing: Enableing promises
Aligning the slides of the traingle(As descrbed by hoffman & bateson) 35
The inanimate Environment 36
Contact Personal
Service providers
Other Customers
Invisible Organisation and systems 37
Christopher Lovelock's analysis of service as a system
Service poperations system 38
service delivery system 39
Service markeying system 40
Physical evidence 42
Tangible elements and communication compom=nents in the service marketing
system 43
Managing service encounters 45
service encounters
Managing people in service encounters 46
Critical incidents in service encounters
The customers perspective 47
Reseasrch insights 48
Group1 Sample incidents: Employee response to service delivery failure
Group2 Sample incidents: Employee response to Customer needs and requests 49
Group1 Sample incidents: Unprompted and unsolicited Employee actions 50
Common themes of sources of customer satisfaction/dissatisfaction 51
recovery
Adaptivity
spontaneity
Coping
The employee's prospective 52
The Problem of customers behaviour
Addressing the challenge of Misbehaving customers
Six types of misbehaving customers 53
Service Quality 55
Process Vs Technical outcome quality
service quality dimensions 56
Reliability 57
Responsiveness
Assurance 58
Tangibles
Empathy 59
Measuring service quality
The servqual scale 60
Servqual Questions 61
Tangibles
Realiability
Responsiveness
Assurance
Empathy
Generic Dimensions used by customers to evaluate service quality 62
Gaps model of service quality 63
The customer gap 64
The provider gaps 65
Closing the customers gap
The customer gap
Customer Expectations and perceptions of services 69
Expected service
s of expectations
Desired services
Adequate service
The Zone of Tolerance
A model of customer service expections 70
Exhibit 71
ways services marketers can influence factors
Customers Perceptions 73
Satisfactions VS service Quality
Internal and External customer perceptions 74
Customer perceptions of quality and customer satisfactions
Customer satisfaction 75
Product and service features
Customers Emotions
Attributions for service success or failure 76
Perceptions of Equity or fairness
Marketing research forservice expectations and perception
Research objectives for services
Criteria for an effective service research programme 77
Element in an effective marketing research programme for services
complaint solicitation
Critical Incident study 78
Requirement research
Relationship Surveys
Trailers calls or post transactional survey
Serviceexpectation meetings and reviews
Process check point Evaluations 79
Market Oriented Ethnography
Mystery Shopping
Customer panel
Lost customers research(Example) 80
Service Product 87
Shostack's Molecular Model
Eiglier And Langeard Model 88
Threee Components of service ofering 90
The Flower of service model 91
New Service Product Development 95
A Hierarchy of new service categories
Steps to be followed in new service development 97
Front-End Planning
Business strategy Development
Idea generations
Service Concept development and evaluation 98
Business analysis 99
Implementation
service development and testing
Market Testing 100
Commercialisation
Post-introduction Evaluation 101
Pricing Of Services
Paying for service:The customer's perspectives 103
Identifying theOutlays incurred by Customers
Understanding net value 104
Increasing Ne value by Reducing Non-financial costs of services
The Context of service pricing 105
What Makes service pricing Different?
No ownership service
Variability of Both inputs and outputs 106
Many service are hard to Evaluate
Importance of the Time factor
Foundations of pricing strategy 107
cost-based pricing
Regulation and pricing of Utility services
Activity-Based Costing
Competion-based pricing 109
Price leadership
Price bids and Negotitions
Value-based pricing 110
Pricing strategies to reduce Uncertainity
Service guarantees
flat rate pricing
Relationship pricing 111
Low cost leadership
Option For Service delivery 113
Customers visit the service siteProviders come to the customer 114
Place and time decisions
Where should services be delivered? 115
locational constraints
Mini-Stores 116
Locating in multipurpose facilities
E-commerce: The move to cyberspace
When should service be delivered? 117
Responding to customer's need for convenience 118
Use of call centre
Providing extended-hours customer service
The role of intermediaries 119
Delegating specific-service elements
Franchising
licensing and distribution elements 120
Key problems involving intermediaries
Channel conflict over Objectives and Perfomance
Channel conflict over cost rewards
Difficulty controlling Quality and consistency across Outlets 121
Tension between Empowerment and control
Channel Ambiguity
Service Promotion 123
Service Vs Goods: Implicationa for communications strategy
Intagible nature of service performances 124
Customer Involvement in Production
Service are harder for customers to Evaluate 125
The need to balance supply and demand
Importance of contact personnel
Reduced role for Intermediaries 126
Setting communication Objectives
Key Planning considerations 128
The marketing communications mix
Personal selling
Personal selling and communication 129
What does a sales person do?
how should sales person sale? 130
the Stimulus-response approach
The formula approach
advertising
Media available 131
Choosing advertising media
Publicity and public relations
Sales promotion 132
Sampling 133
Short term discounts are price cuta
sign-up rebates
gift premiums
Prize promotions 134
Instructional materials
The people dimension of Service 137
Service profit Chain 138
service Quality dimensions are driven by Employee behaviour 139
strategies for delivering services as per standard 140
Technology helps 141
Hire THE Right People 142
Develop people to Deliver service Quality 143
Training at tokoyo's imperial hotel 145
Ritz-Carlton's Credo Card 146
Twelve rules of training at marriot international
Employee Motivation through mission statement 147
Visions
Values
Empower Employees
Potential costs and benefits of Empowerment 149
Benefits
Costs
Promote Teamwork 150
develop internal Support System 151
Measure internal service Quality
Provide supportive technology and equipment 152
Develop service-oriented Internal process
Retain the best people 153
Treat Employees as customers
Measure and reward strong service performance 154
Service Culture 155
developing aservice culture
Transporting a service culture 156
Service Process BluePrinting 159
service blueprint
blueprint component 160
physical evidence
costomer actions
onstage contact
backstage contact employee actions
support processes
service blueprint components 162
service blueprint examples
reading and using service blueprint 164
benefits of service blueprinting 165
building a blueprint 166
building a service blueprint
physical evidence 169
elements of physical evidence
examples of physical evidence from the customer point of view 170
maintenance of physical evidance 171
mechanical problems
cleanliness issues
design issues
role of physical evidence 172
packaging
facilitating the service process
socialising employees and customers 173
socialising
means of differntiation
branding definition 175
brand name
trademark
service mark
generic name
what is brand
layers of a brand
product/service 177
basic brand
augmented brand
potential brand 178
product and service brands
service brands intengible
branding options
idividual brand names
family/umbrella brand
company name as brand name 179
distributor brand / store brand / private brand
branding & the buying process
importance of customer satisfaction and loyalty 181
customer loyalty/customer relationship is an asset 182
emotional loyalty
brand building 185
value proposition 186
brand=PX1XAV 186
added value 187
importance of brand
experience of use
user association
belief in efficacy
brand appearance
manufactures name and reputation
developing the framework and communicating the value proposition
innovation adoption model 188
awareness
interest
evaluation
trial
adoption
building customer relationship 189
financial benefits
social benefits
structural ties
a quality product/service experience
first mover advantage
unique positioning concept
strong communications programme
time and consistency 190
brands as wealth creators
brand identity a necessary concept 195
identity and image 196
brand positioning 197
limitations of positioning 200
six facets of identity 201
physique 202
personality
culture 203
relationship 204
reflection 205
self image 205
social conformity and distinction 206
brand concept of brand equity 209
brand loyalty 210
brand awareness
peceived quality
brand associations
other proprietary brand assets
value of brands to customer
identification
practicality
guarantee
optimisation 211
characterisation
continuity
hedonistic
ethical
value of brands to companies
brands market share and profits
brand leverage
value of niche brands
brand loyalty and beliefs
brand barrier
avenues for growth
motivating stakeholders
brand valuation 213
who need brand valuation
applications of brand valuation
brand valuation in brand management 214
brand valuation model 215
financial forecasting
role of branding
brand risk
brand value calculation 216
price premium method
earning valuation method
royalty payments method income approach 217
market value method
historic cost method
interbrand approach 218
consumer focusser models 219
leveraging a brand for sustainable competitive advantage 219
market based methodology 220
sale / purchase
weakness
economics and finance based methodology
samples of accounitng for brands 221
infosys corporate brand
Discont cash flow approach DCF
assumptions 223
ITC corporate brand
superbrands in india
abount superbrands the oscars of branding 224
top global brands
global brand score board 225
logic of cobranding 226
brand extension 231
line extension 232
extend the brand
limits of the classic conception of branding 234
1brand=1product=1 promise
multi brand policy 238
branding strategies 245
product brand strategy 246
line brand strategy 250
range brand strategy 251
umbrella brand strategy 253
source brand strategy 255
endorsing brand strategy 257
global brand strategy 260
can india build global brands 261
distributor's /retailer's own brands/private labels 262
winning brands 265
top management support is crucial 266
profund customer knowledge is essential 267
awareness 269
evoke emotions and create sensory experiences 270
exhibit admirable human qualities 271
stand for something
constant product and service innovation
create a sense of community 272
corporate culture must reinforce the brand positioning 273
internal brand building 274
front line employees are key to a brands success 275
consider co creating your brand with your customers 275
summary of fifteen things that must be done to create a winning brand 276
Saga of a brand Amul 279
LG electronics 291
How did LG go about doing this
R&D investments
fast mover
geographic scope
differntiation
innovation 292
consumer behaviour
company orientation
advertising
future orientation
Brand steels itself 295
No longer a steal
driving quality through branding 296
inbuilt value proposition is the key 297
cross industry lessons 298
A brand worth its salt 301
tata brand advantage
pressing the purity button 302
emotional link 303
potential 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)
Historic cost
method
b
)
NPV of future
earnings
c)
Price
premium method
d
)
Market value
method
The benefit from source brand strategy lies in its ability to provide
a two tiered sense of difference and depth.
Tru
e
Fals
e
The goods can be at one locality and transported for sale in

another locality.
Followi
ng are
the
examp
les of
Style
chang
es :-
a)
Repainting retail branches.
b
) Vehicles in new colour schemes.
Outfitting service employees in new

c) uniforms.
d Amazon.com
)
One of the problem encountered with Range product strategy is of

brand opacity.
True
Fals
e
Value
of a
brand
is a
functi
on of
which
two
factor
s?
a)
Earnings
b
) Differentiati
on
c) Strength
d Relevance
)
It helps to establish how many prospective customers a day pass by

certain locations :-
a)
Pedestrian counts
b
) Retail gravity model
Franchising
c)
E-Commerce
d
)
The steps and activities that the contact employee
performs that are visible to the customer is :-
a)
On stage
employee action
b
)
Back stage
employee action
c)
The support
process
d
)
The Customer
Action Area
In low contact services, customers

are having more & more
encounters with :-
a)
ATMs.
b
) Face to face contact.
Internet.
c)
Supplier.
d
)
The three types of marketing that must
be successfully carried are external,
internal and :-
a)
Interactive.
b
) Outward.
Internate.
c)
Supplier.
d
)
stands in the way of a brand's access to the world's demographic pool
The role of physical evidence in the marketing of

intangibles is:-
a)
Bifaceted
b
) Multifaceted
Unifaceted
c)
Not balanced
d
)

Service Marketing and Brand Management

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Tangibles Dress, employee appearance Dress, employee appearance

Employee motivation Mission statement Social skill, Likeability

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Service orientation Social skill, Likeability Mission statement

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