Service Marketing and Brand Management - 7

This solved paper of Services Marketing and Brand Management of SCDL Pune has been contributed by Shweta
THANKS TO:Shweta


Hi Team,
Submitted by shweta. scdl 2007 batch(PGDBA)
please check the ans. from book. i had copied questions from scdl assignments, secured 94 marks.


Note: Please tally the answers and verify them from SCDL text books as all answers might not be correct.
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SERVICES MARKETING AND BRAND MANAGEMENT
ASSIGNMENT 1:

SINGLE RESPONSE:
1. Which medium out new releases, holds press conferences, stages special events and sponsors newsworthy activities?
- sales promotion - personal selling - advertisement -public relations
Ans. public relations

TRUE/FALSE
2. Formal brainstorming,solicitation of ideas from employees and customers.lead user research and learning about competitors offerings are some of the most common applications of market testing.
Ans. false

MULTIPLE RESPONSE:
3. Countries who are members of superbrands are
- india -hongkong -singapore -australia
Ans. india , hongkong, australia.

TRUE/FALSE
4. Vertical lines cutting across the lines of internal interaction represent external service encounter.
Ans. false

MULTIPLE RESPONSE:
5. Various sources of mass media are
-radio -newspapers and magazines -T.V. -family
Ans. radio, newspapers and magazines, T.V.

FILL IN THE BLANKS:
6. _______ is used as a means to communicate quality and value of service when service capabilities are difficult to evaluate.
-cost -price -margin -profit
Ans. price

SINGLE RESPONSE:
7. Which of the following is not a form of sales promotion?
-gift premium -price promotion -coupon -press releases
Ans. press releases

TRUE/FALSE
8. The association of a specific name for a type of need underlines the physical difference between the product.
Ans. true

FILL IN THE BLANKS:
9. _______ is used at the design and re-design stages of service development.
-support services -physical evidence -service blueprint internal interaction
Ans. service blue print

TRUE/FALSE:
10. Relevant differentiation drives customer brand insistence.
Ans. true

SINGLE RESPONSE:
11.Keeping promises made by the employees of the company is
-interactive marketing -internal marketing -external marketing -industrial marketing
Ans. interactive marketing

FILL IN THE BLANKS:
12.______ is usually specific to a time period,price or customer group.
Ans. sales promotion

TRUE/FALSE
13. Brands vary in the amount of power and value they have in the market place.
Ans. true

SINGLE RESPONSE:
14. Which application is often used for outsourcing contracts to provide food service, freight transportation etc.?
Ans, price bids

FILL IN THE BLANKS:
15. The line of_______ represent direct interaction between the customer and the organisation.
Ans. interaction

FILL IN THE BLANKS:
16.Personal sources use the consumers to gather ________ about a service.
-information -rejected information -ignored information -postponed purchase
Ans, information

FILL IN THE BLANKS:
17. _______ are the real capital of a company.
- brands -product categories -brand image -brand loyalties
Ans.brands

TRUE/FALSE:
18. Brands which stick to a single state of the art product relying only on communication to update their image,do well.
Ans. false

SINGLE RESPONSE:
19. No. of service blue print components is
-10 -9 -8 -7
Ans. 8

MATCH THE FOLLOWING:
Ans.
20. Individual brand name -- Hamam, kitkat
umbrella brand name -- amul, cadbury
company name as brand name -- bajaj, LG
Distributor's brand -- pantaloons, westside

MATCH THE FOLLOWING:
Ans.
21. Bow of welcome -- 15 degree angle
bow of gratitude -- 30 degree angle
bow of apology -- 45 degree angle
internal customer service audit -- parallel to market research

TRUE/FALSE:
22. Brand positioning can be changed even if product remains the same.
Ans. true

MULTIPLE RESPONSE:
23. Major considerations for locating a service facility for customers would be
-access to labour -customer convenience -cost factors -proximity to retail bank
Ans.access to labour, customer convenience, cost factors

SINGLE RESPONSE:
24. The type of facility based failure that is most likely to occur
-cleanliness -design issue -mechanical problem -implementation issue
ANS. CLEANLINESS

MULTIPLE RESPONSE:
25. Underlying causes behind customer gaps are
-knowing what customers expect
-not knowing what customers expect
-not matching performance with promise
-not delivering service standards
Ans,
not knowing what customers expect
not matching performance with promise
not delivering service standards

SINGLE RESPONSE:
26. Major process innovation consist of
Ans. new process to deliver existing core product in new ways with additional benefits


FILL IN THE BLANKS:
27. Service is a _______ rather than an object.
- art -subject -performance -regular
Ans, performance

MULTIPLE RESPONSE:
28. Corporate brands need positioning through
-innovation -value -customer service -reliability
Ans, innovation, value, customer service

FILL IN THE BLANKS:
29. A ______ brand gives a variety of product and services.
-service -product -corporate -competitive
Ans. corporate

TRUE/FALSE:
30. Distributing an innovation to all brands minimises the ability to justify a premium price for the top innovative brand.
Ans. true

FILL IN THE BLANKS:
31.Basic element in PR strategy is the preparation of _______
-coupons -slogans -press releases -flyers
Ans. press releases

FILL IN THE BLANKS:
32. Second objective of commercialisation is to monitor _______ aspects of service during complete service cycle.
-all -some -few -one
ANS. all

SINGLE RESPONSE:
33. Multisite location is used to provide services in the case of
ANS, banks, ATMS

MULTIPLE RESPONSE:
34. Tangibility as a service dimension refers to
-appearance of physical facilities
-appearance of equipment
-appearance of personnel
-appearance of product
ANS.
-appearance of physical facilities
-appearance of equipment
-appearance of personnel

TRUE/FALSE:
35. Service brands are less numerous than product brands.
ANS. true

FILL IN THE BLANKS:
36. _______ proposed a model in which the core service is surrounded by a circle containing a series of supplementary services that are specific to that particular product.
ANS. Eiglier and Langeard

SINGLE RESPONSE:
37. It is a measure of brand's reliability of its future earnings
ANS, strength

FILL IN THE BLANKS:
38. One of the greatest benefits of blue printing is ________
ANS. Education

MULTIPLE RESPONSE:
39. Application of brand valuation are
-brand management and development
-bench marking of competitors
-balance sheet
-profit and loss statement
ANS.
-brand management and development
-bench marking of competitors
-balance sheet

MULTIPLE RESPONSE:
40. Industries which have a long tradition of engineering and design are
-trading -construction -manufacturing -consultancy
ANS. construction , manufacturing

SINGLE RESPONSE:
41. Most imp. thing a brand can deliver is
-accessibility -awareness -relevant differentiation -value
ANS. relevant differentiation

MULTIPLE RESPONSE:
42. Communities can be created offline through which of the following techniques
-membership organisations
-community based grass root events
-customer contests
-customer published web magazines
Ans.
-membership organisations
-community based grass root events
-customer contests

MULTIPLE RESPONSE:
43. Brand awareness is measured by
-brand recall
-brand recognition
-brand relevance
-brand barrier
ANS.
-brand recall
-brand recognition

SINGLE RESPONSE:
44. Different forms of communication have collectively referred to as
ANS. communication mix


MULTIPLE RESPONSE:
45. Functions of corporate brand advertising are
-selling a product/service
-awareness building
-mobilising funds
-product demonstration
ANS.
-selling a product/service
-awareness building
-mobilising funds

TRUE/FALSE:
46. Understanding the customer is making the effort to know customers and their needs.
ANS. TRUE

SINGLE RESPONSE:
47. Which media option has the degree of "persuasive impact"?
-newspaper -TV -Magazine -radio
ANS, TV

MULTIPLE RESPONSE:
48. Customers at the 4 corners of the satisfaction scale are
-apostles
-mercenaries
-terrorists
-militants
ANS.
-apostles
-mercenaries
-terrorists