Services Marketing and Brand Management - 5

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

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

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

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