Service Marketing and Brand Management - 6

This solved paper of has been contributed by Ravi Kumar

THANKS TO : Ravi Kumar
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LIST OF ATTEMPTED QUESTIONS AND ANSWERS


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


Match The Following
Question Correct Answer Your Answer

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

Face to face communication Personal selling Personal selling

Fund raising, recognition and reward programs Public relations Advertising

Samples, coupons, gifts etc Sales promotion Couponing



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


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


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


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


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


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


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


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


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


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


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


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


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


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


Match The Following
Question Correct Answer Your Answer

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

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

SAS Customer driven airline. Customer driven airline.

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



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


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


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


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


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


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


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


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


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


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


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