services marketing_qb final

7/31/2019 Services Marketing_QB Final

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Unit 1- Conceptual Issues in Services Marketing

1) Services are more _______ than products because they come in various shades and hues.

(a)Manageable

(b)Important

(c)Accessible(d)Intractable

Answer- d

2) Representing services in promotional methods like advertising is extremely challenging

due to its ______ and ______ nature.

(a) Intangible and variable

(b)Intangible and constant

(c)Tangible and constant

(d)Tangible and variable

Answer- a

3) Marketing mix conveys the _______ of a service or a product.

(a)Positioning

(b)Components

(c)Planning

(d)Distribution

Answer- a

4) Which of the following options can be said to be a reason for increase in service

expenditure?

a) Technological advances that have resulted in more sophisticated products requiring moreservices.

b) Due to growth in per capita income, people are buying more goods, which furthercontribute to making retailing an important service.

c) Outsourcing trends point towards the purchase by manufacturers of services beyond thecore expertise of an organization.

d) All of the above

Answer- d

5) Services involve ______ production and consumption.

(a) serial

(b)simultaneous

(c)gradual

(d)asynchronous


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Answer- b

6) The service provider should target the right segment so that only the customers seeking

benefits are interested in the offering.

(a)Similar

(b)Dissimilar(c)Unique

(d)Unusual

Answer- a

7) Which of these features of services makes it important to rigorously select, train and

reward the staff of a service firm?

(a)Variability

(b)Flexibility

(c) Inseparability(d)Perishability

Answer- a

8) Due to which feature of services, they cannot be stored for the future and hence their

consumption cannot be deferred?

(a)Variability

(b)Flexibility

(c) Inseparability

(d)Perishability

Answer- d

9) Due to which feature of services, the service providers form an important element of the

service and play a significant role in satisfying consumers?

(a)Variability

(b)Flexibility

(c) Inseparability

(d)Perishability

Answer- c

10)A key marketing task is to provide ______ when demand is low.

(a) Incentives

(b)Free services

(c)Alternatives

(d)Substitutes


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Answer- a

11)Which of the following statement is true?

a) Marketing mix conveys the positioning of a service or a product.

b) Technological advances have resulted in more sophisticated products requiring more

services.c) Both a and bd) None of the above

Answer- c

12)Which of the following options can be said to be true about the services becomingincreasingly important in industrialized economies?

a) Comfortable waiting area provided for customersb) Increase in outsourcing activitiesc) Reservation system that balance demand and supply

d) None of the above

Answer- b

13)Which of the following statement is/are incorrect about perishability?

a) The main task is to give evidence of service quality by providing tangible cues.b) It refers to the characteristic of services, describing how services cannot be stored for the

future.c) A key marketing task is to provide incentives when demand is low.d) None of the above

Answer- a

14)________ point towards the purchase by manufacturers of services beyond the coreexpertise of an organization.

a) Competition levelb) Rise in per capita incomec) Technological advancesd) Outsourcing trends

Answer- d

15)Which among the following is a characteristic of services?a) Intangibleb) Perishablec) Inseparabled) All of the above

Answer- d


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(a)Possible

(b)Minimal

(c)Maximum

(d)Optimum

Answer- b

6) _______ barriers arise when companies misunderstand customer expectations.

(a) Misconception

(b) Service

(c) Resource

(d) Delivery

Answer- a

7) Which of the following options can be said to be a feature of service?

a) Production and consumption are inseparable

b) Services cannot be assessed

c) Services are variable

d) All of the above

Answer- d

8) If service companies spend resources on building _______, they can attract customers from

distant locations.

(a) Large offices

(b) Narrow bridges

(c) Strong brands

(d) Customer relations

Answer- c

9) Which of the features of services management asks the questionIs the service consistent

and dependable??


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(a)Credibility

(b)Security

(c)Reliability

(d)Responsiveness

Answer- c

10) Which of the features of services management asks the question-Can the staff of a service

organization and the organization itself be trusted by customers??

(a) Credibility

(b) Security

(c) Reliability

(d) Responsiveness

Answer- a

11) Which of the features of services management asks the question-How quick are the

responses of the service staff to the queries, requests and problems of the customers?

(a) Credibility

(b) Security

(c) Reliability

(d) Responsiveness

Answer- d

12) Which of the following features of a service states that marketers should try to even outdemand by using various strategies such as promotional pricing, advance appointments, and so

on?

a) Services are variableb) Services cannot be stored

c) Services cannot be accessed


Answer- b

13) Which of the following can be categorized into highly intangible services?a) Banking

b) Holidays


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c) Insurance

d) All of the above

Answer- d

14) The way services are produced has an indelible influence on their ______.a) Saleability

b) Reliability

c) Credibilityd) Variability

Answer- a

15) Which of the following barriers states that customer expectations may be understood by a

company, which may nevertheless not be in favor of providing resources for meeting them?

a) Bad delivery

b) Managements willc) No resources


Answer- c

16) Which of the following statement is/are true?

a) Customer expectations need to be met by ensuring access to services, reliability andcredibility.

b) The feedback received from customers too is vital for maintaining high service qualitystandards.

c) Both a and bd) None of the above

Answer- c

17) Advertisements and selling messages instrumental in building higher expectations than can

be fulfilled by the company lead to _______.

a) Exaggerated expectationsb) Customer dissatisfaction

c) Bad delivery


Answer- b

18) _______ measures the relationship between the various types of input that are required for

producing the service and the service output.a) Variability

b) Credibility


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c) Reliability

d) Productivity

Answer- d

19) Which of the following statement is incorrect about managing service staff?

a) The customers and the service staff do not have to come into contact a number ofservices.

b) The interpersonal relationship between the customer and the service staff determines thequality of the service experience to a large extent.

c) Happy staff is more likely to be helpful to customers.d) None of the above

Answer- a

20) Which of the following service facilities includes barriers of bad delivery, no resources andmanagements will?

a) Managing service productivityb) Managing service staff

c) Managing service quality


Answer- c


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Unit 3- Role of Services in Economy

1) As expenditure is triggered by the initial spending with the producer of a service, it is

possible for services to have a _______ on national and local economics.

(a)Ripple effect(b)Divisor effect

(c)Additive effect

(d)Multiplier effect

Answer- d

2) The service sector can be a valuable tool of regional development since many services

can be _______.

(a) labor-intensive

(b)capital-intensive(c) regionally inclined

(d)nationally inclined

Answer- a

3) Which of the following indicators help are used to measure growing importance of

economy?

a) The proportion of labor force employed in this sector

b) Its contribution to the balance of payments

c) Its share in the gross domestic product

d) All of the above

Answer- d

4) Which of the following has contributed to the economic growth of the Indian economy in

the recent past?

(a)Reform process

(b)Outsourcing boom

(c)Growth in urban consumption

(d)All the above

Answer- d

5) Which of these has been a major contributor in the growth of the South East Asian

economies?

(a) Imports

(b)Exports

(c)Economic reforms


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(d)Political revolutions

Answer- b

6) Hotel industry is a part of ______.

(a)Business sector(b)Tourism sector

(c)Residential sector

(d)Food and agriculture sector

Answer- b

7) Which of these has grown into a major rallying point for the growth of the Indian

economy?

(a)Software professionals and services

(b)English-speaking skilled manpower

(c)A huge potential for employment generation

(d)All the above

Answer- d

8) When combined with other primary and secondary activities that allow new production

possibilities for manufactured goods, a growth in the services sector .

(a) Increases imports and reduces exports

(b)Reduces imports and increases exports

(c)Stabilizes imports and increases exports

(d)Reduces imports and stabilizes exports

Answer- b

9) When services stimulate a growth in other sectors such as transportation and distribution

services, they are said to facilitate ______.

(a)Economic justice

(b)Financial freedom

(c)Spill-over effect

(d)Productivity gains

Answer- d

10)While it is easy to identify and measure the flow of tangible goods through ports, the

same is not true of the flows of services because the latter are not _______.

(a) Intangible

(b)Volatile

(c)Tangible


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(d)Sellable

Answer- c

11)Which of the following are reflected in Business Confidence Index?

(a)Trend of stock prices(b)Levels of business optimism

(c)Both (a) and (b)

(d)Neither (a) nor (b)

Answer- c

12)Which of the following options is considered by the methods employed for assessing

changing relative importance of the service sector?

a) Its share of the Gross Domestic Product (GDP)

b) The proportion of the labour force employed in the sector

c) Both a and b


Answer- c

13)By offering _____ which results in a net inflow of wealth.

a) Exportable activity

b) Buy in services from overseas

c) Primary and secondary activities


Answer- a

14)Which of the following statement is/are true?

a) The main sources of accelerated demand growth have been exports and investment.

b) The rise in exports has been in tandem with the global trend.

c) Both a and b


Answer- c

15)The output trends suggest a continuation of momentum of growth in the short-term.a) Basic services

b) Output trends

c) Business Confidence Index


Answer- b


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16)Which of the following statement is/are incorrect?

i) Improving the efficiency of certain services such as distribution and transportationcan negatively affect the productivity of the other sectors.

ii) The service sector must be a valuable tool of regional development, for many servicescan involve a considerable labor-based production element.

a) Only (i)b) Only (ii)c) Both (i) and (ii)d) Neither (i) nor (ii)

Answer- a


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Unit 4- Characteristics of Services and Marketing

1) When a buyer buys services, he simply buys the right to a service process; he does not

_______ the service.(a)Sell

(b)Buy

(c)Own

(d)Transfer

Answer- c

2) What do buyers acquire when they purchase goods?

(a) Title

(b)Ownership

(c)Right to use

(d)All the above

Answer- d

3) Which of the following statement is/are correct?

i. The service sector covers a diverse range of activities.

ii. Services are usually classified on the basis of the type of activity they perform.

(a)Only (i)

(b)Only (ii)

(c)Neither (i) nor (ii)(d)Both (i) and (ii)

Answer- d

4) ______ refer to those services for which the distribution of benefits is considered

desirable through non-market based mechanisms due to the prevalent economic and

social environment of the time.

(a)Marketable services

(b)Unmarketable services

(c)Producer services

(d)Customer services

Answer- b

5) ______ are the services provided to businesses to enable them to produce services having

economic benefits.



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Answer- c

6) _______ are the services used by individuals for their own benefit or gratification.





Answer- d

7) _______ should be adapted for meeting the distinctive requirements of each user group.

(a)Marketing needs

(b)Market strategy

(c)Market plan

(d)Marketing procedure

Answer- a


i. Pure services exist in cases where the evidence of tangible goods is minute.

ii. Some services are responsible only for the addition of value to tangible products.

(a)Only (i)

(b)Only (ii)(c)Neither (i) nor (ii)

(d)Both (i) and (ii)

Answer- d

9) Which of these is/are the source(s) from where the degree of intangibility in the service

offers is derived?

(a)Tangible evidence of service performance

(b)Physical environment where the service is produced or consumed

(c)Either (a) or (b)

(d)Both (a) and (b)

Answer- d

10)What does the physical environment in which the service encounter occurs and the goods

that are exchanged comprise?

(a)The intangible elements of a service offer


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(b)The tangible elements of a service offer

(c)The variable elements of a service offer

(d)The constant elements of a service offer

Answer- b

11)Which of the following options is a feature of services that distinguishes pure services

from goods?

a) Intangibility

b) Inseparability

c) Variability

d) All of the above

Answer- d

12)What can be the result of services being intangible?

a) Higher levels of risk are perceived by the customer

b) Customers are frequently the co-producers of services

c) Customers frequently have to travel to the pint of service production


Answer- a

13)Which of the following options is marketing implication of inseparability?

a) The methods of producing goods are not particularly important to customers whereas

services can be fully enjoyed only if the production process is known.

b) In the case of goods, they are first produced, then offered for sale and then sold andconsumed, but in the case of services, they are first sold and then simultaneously

produced and consumed.


Answer- c

14)How the management responds during intangibility?a) It manages producer-consumer interactionb) It focuses more on service quality

c) It tries to separate production and consumptiond) It improves its service delivery systems

Answer- b

15)The inability to own a service is associated with the ______ and ______ of the service.a) Perishability, intangibilityb) Intangiblility, inseparability


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c) Inseparability, perishabilityd) None of the above

Answer- a

16)Which of the following base of classifying services states that Marketing needs should beadapted for meeting the distinctive requirements of each user group?a) Marketable vs Unmarketable Servicesb) Tangible vs Intangible Servicesc) Producer vs Consumer Servicesd) None of the above

Answer- c

17)Which of the following options of roles played by services?a) The minimal tangible element that does exist performs the role of supporting the

intangible service.b) Addition of value to tangible products.c) Providing some means of purchasing the tangible good through extension of credit.d) All of the above

Answer- d

18)Which of the following statement is/are true?i) The customers are fully involved in the process of producing and delivering the

service.ii) The level of customer participation is usually lower in the case of services that are

performed on the customers possessions


Answer- c

19)________ are the services that do not possess any tangible properties.a) Pure servicesb) Marketable servicesc) Consumer servicesd) Unmarketable services

Answer- a


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Unit-5 Extended Marketing Mix for Services

1) Which of these are traditional four Ps of marketing?

a) Place, Price, Promotion and Productb) Place, Process, Physical evidence and People

c) Place, Price, Promotion and People

d) Place, Process, Product and People

Answer- a

2) Which of these are the three extra variables that constitute the 7 Ps of marketing?

a) Place, Price and Product

b) Place, Process and Product

c) Process, Physical evidence and People

d) Price, Process and People

Answer- c


i. It is possible to inspect and try services prior to purchasing them.

ii. Customers definitely know whether they have purchased the right service even before

they have used it.

(a)Only (i)

(b)Only (ii)

(c)Both (i) and (ii)(d)Neither (i) nor (ii)

Answer- d

4) How are the customers likely to react if advertising campaigns are not supplemented by

positive word-of- mouth recommendations?

(a) Look for affirmations from customers who have used the service

(b) Switch to some other brand

(c) Ignore the advertisement as a hollow campaign

(d) Buy the offering without any further thought

Answer- a

5) The experimental and experiential nature of services make ______ a crucial part of services

marketing.


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(a)End-of-season sale

(b)Word-of mouth advertising

(c)Advertisements in the audio-visual media

(d)None of these

Answer- b

6) Which of the following approaches can an organization follow for word-of-mouth

communication?

(a) Pursue satisfied customers to convey their satisfaction to others

(b) Develop material that can be passed on by the customers to others

(c) Target opinion leaders in its advertising campaigns

(d) All the above

Answer- d

7) Some service providers encourage potential customers to talk to current customers. Which

type of service providers are likely to follow this approach?

(a) Educational institutes

(b) Consultancy services

(c) Hotels and restaurants

(d) Medical institutes

Answer- a

8) A service provider can bring its employees into the ______ to maintain and create service

quality.

(a) Decision-making body

(b) Promotional unit

(c) Communication channel

(d) None of the above

Answer- d


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9) Since evaluating services prior to purchasing them is difficult, which of the following may

indicate the perceived quality of the service?

(a) The price of the service being offered

(b) The popularity of the competitors brand

(c) The location where the service is being provided

(d) All of the these

Answer- a

10) Demand for a service is also controlled to a large extent by ______.

(a) The price of the service being offered

(b) The popularity of the competitors brand

(c) The location where the service is being provided

(d) All of the these

Answer- a

11) ______ is the environment in which the service providers deliver the service.

(a) Promotion

(b) Place

(c) Price

(d) Physical evidence

Answer- d

12) Which of the following statement is true about promotion?

i) Customer care, hard work, courtesy etc. cannot be easily represented in advertisements.

ii) Proper training must be provided to sales personnel with regard to asking for referrals.


Answer- c


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13) Which of the following option is considered to be a significant tool of services marketing?

a) Peopleb) Pricec) Promotion

d) Product

Answer- b

14) Which of the following is a technique used to set fee levels?

a) Divisionaryb) Off-setc) Inducementd) All of the above

Answer- d

15) Which technique used to set fee levels states that the company charges low prices for

undercutting the competitions fees for removing them from the market?

a) Predatory

b) Guarantee

c) Divisionaryd) Off-set

Answer- a

16) Which of the following techniques used to set fee levels believes in attracting new customers

or retaining existing ones by charging low fees?

a) Divisionaryb) Predatory

c) Inducement

d) Guarantee

Answer- c

17) A more direct distribution channel for services can be found in the ________.

a) Price

b) Placec) Product

d) Promotion

Answer- b

18) Which of the following statement is true about People?


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i) Employees must be trained so that the appropriate behavioral norms can be understood by

them.ii) Employees of service organizations have to be adept in multiple roles.

a) Only (i)

b) Only (ii)c) Both (i) and (ii)d) Neither (i) nor (ii)

Answer- c

19) Which of the following options help service providers to deliver services to a customer?

a) Proceduresb) Mechanismsc) Flow of activities

d) All of the above

Answer- d

20) _______ is the set of mechanisms, procedures and flow of activities by which service

providers deliver services to a customer.

a) Processb) People

c) Product

d) Promotion

Answer- a


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Unit 6- Differentiation Strategies

1) Which of these is defined as the set of all actual or potential buyers of a particular core

product?(a)Organization

(b)Industry

(c)Market

(d)Cartel

Answer- c

2) Groups of buyers sharing certain common consumption patterns, purchasing behavior,

needs and characteristics are together known as ______.

(a)Target markets

(b)Market segments

(c)Actual markets

(d)Market groups

Answer- b

3) Which of these is used to create images and association for broadly similar products so as

to give them a special distinction in the consumers mind?

(a)Discounts

(b)Advertising

(c)Sample distribution(d)None of these

Answer- b

4) _______ determines overall level, trend and geographic location of demand.

(a)Market analysis

(b)Market strategy

(c)Competitive analysis

(d)None of these

Answer- a

5) A company can get a clear positioning strategy if it is able to answer ______ why a

customer of the target market would want to buy his services and not those of his

competitors.

(a) Ambiguously


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(b) Negatively

(c) Unambiguously

(d) None of these

Answer- c

6) Companies following ______ strategies are obviously putting all their eggs in one basket.

(a)Multi-segment targeting

(b)Concentrated targeting

(c)Undifferentiated targeting

(d)None of these

Answer- b

7) A company using _______ strategy sees the market as one big entity without any

individual segments.

(a)Multi-segment targeting



(d)None of these

Answer- c

8) The _______ strategy is the most sought-after strategy because it has the potential to

generate sales volume, more profits, more manufacturing and marketing economies of

scale as well as a bigger market share.(a)Multi-segment targeting



(d)None of these

Answer- a

9) _______ links market analysis and competitive analysis to internal corporate analysis.

(a)Sales promotion

(b)Positioning(c)Product branding

(d)None of these

Answer- b

10)_______ represents consumers perceptions of alternative products graphically.

(a)Sales promotion


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(b)Copy positioning

(c)Product positioning

(d)Perceptual mapping

Answer- d

11)________ is the perception or image that customers have of a company and its services.

a) Positioning

b) Product branding

c) Copy positioning


Answer- a

12)Which of the following options fall in the category of target market positioning

alternatives?

a) Multi-segment targeting

b) Undifferentiated targeting

c) Concentrated targeting

d) All of the above

Answer- d

13)Which of the following statement is true about concentrated targeting?

i) Separate brands are developed to serve each of the segments by most companiesfollowing this strategy.

ii) This target market strategy is the most sought after because it has the potential togenerate sales volume, more profits etc.


Answer- c

14)Which of the following professional means are used to inundate customers with messagesof its positioning?

a) Personal sellingb) Publicityc) Sponsorshipd) All of the above

Answer- d


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Unit 7- Services Quality

1) Which of the following statements is/are correct?

i. Technical quality is impossible to measure objectively.

ii. It is possible to measure the functional quality objectively.

(a)Only (i)

(b)Only (ii)


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(c)Neither (i) nor (ii)

(d)Both (i) and (ii)

Answer- d

2) Which of the following refers to the degree to which these initial expectations are matched bythe perceived delivery of the service?

(a) Quality of a service

(b) Expectations of the customers

(c) Market trends

(d) Service specifications

Answer- a

3) Which of these refers to what the customers believe to be the most likely possibility of the

actual occurrence?

(a) The desired level of service

(b) The adequate level of service

(c) The predicted level of service

(d) None of these

Answer- c

4) Which of these is/are correctly matched?

i. The desired level of servicewhat the customer wishes for

ii. The adequate level of servicethe standard that might be accepted by the customer

iii. The predicted level of servicewhat the customers believe to be the most likely

possibility of the actual occurrence(a) Only (ii)

(b)Only (iii)

(c)All are correct

(d)All are wrong

Answer- c


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5) An important factor resulting in the poor performance of service firms is lack of knowledge of

the ______.

(a) Purchasing power of the customer

(b) Distribution network of the provider

(c) Expectations of the customer

(d) None of these

Answer- c

6) What should the marketing research programme have for effective management of service

quality?

(a) It should be shared with employees.

(b) It should be ongoing.

(c) It should be varied.

(d) All the above.

Answer- d

7) Service quality management ensures that the ______ between consumer expectations and the

perceived services delivery is as minimum as possible.

(a) Similarity

(b) Gap

(c) Relationship

(d) None of these

Answer- b

8) _______is an evaluative research methodology that tracks the satisfaction levels of individuals

with regard to the specific transaction that they have lately been involved in.

(a) Transaction analysis

(b) Total Quality Management

(c) Services marketing

(d) SERVQUAL


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Answer- a

9) Which of these is a multi-disciplinary approach to improve the effectiveness and flexibility of

an organization as a whole?




(d) Services management

Answer- b

10) Which of these consists of small groups of employees meeting together under supervisors or

group leaders for discussing their work in terms of standards of service production and delivery?

(a) Post sales services unit

(b) Quality control department

(c) Quality circle

(d) None of these

Answer- c

11) The results of ______ can be employed for identifying the various facets or components of a

service which the service organization performs particularly well or poorly.




(d) SERVQUAL

Answer- d

12) Which of the following options can be said to be a significant dimension of service quality?

a) Expressive

b) Instrumental

c) Both a and b


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Answer- c

13) Which of the following options for effective management of service quality states that a

variety of quantitative and qualitative techniques are used for achieving comprehensive insight

into a problem?

a) Varied

b) Ongoing

c) Shared with employees

d) Undertaken with employees

Answer- a

14) Constant information on the expectations entertained by customers is provided by ______.a) Transaction analysis

b) Customer panels

c) Regular customer surveys


Answer- b

15) Which of the following statements correctly represents the role of customer panels?

a) Used for early warning systems for emerging matters of significance and can be used to

anticipate problems and act on them in time.

b) Used by retailers for monitoring the level of service provided by them.c) Both a and b


Answer- c

16) Which of the following surveys aim is to achieve an understanding of how consumers viewan organization to get the firm to see itself as clients see it?

a) Perception surveys

b) Mystery shoppers

c) Transaction analysis


Answer- a

17) Mystery shopper method is useful for ______?

a) Assessing the perceptions of customers

b) Future marketing strategies

c) Judging the companys performance


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d) Monitoring whether the staff is actually meeting the specified quality standards

Answer- d

18) Which of the following aspect of service quality covered by SERVQUAL signify good

communication, customer understanding and easy access to employees?a) Assurance

b) Empathy

c) Tangibilityd) Responsiveness

Answer- b

19) Which of the following statements is/are correct about SERVQUAL?

a) The first gap is between the expectations of the consumers and the perception of the

management.

b) The final gap exists between the perceived service and the expected service.c) Both a and b


Answer- c

20) Which of the following ways assist in stating more specific standards?a) The organization may offer specific service performance guarantees in terms of service

outcome.

b) In the case of some public sector services operating in monopolistic environments, thestandards of quality may be externally imposed.

c) Customer charters that are worded generally exceed the minimum level of business terms as

the performance standards.

d) All of the above

Answer- d

21) The purpose of the ______ is defeated if it functions merely as a routinized listening session.

a) Quality Circle

b) Total Quality Managementc) Marketing Mix


Answer- a

22) _______ refers to the conforming to requirements.

a) Transaction analysis

b) Qualityc) Total Quality Management

d) Customer panels


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Answer- b

23) Which of the following statement is true about Total Quality Management?

a) It organizes and involves all employees in all activities, and all functions and at all levels.

b) It encourages employees and functions areas to regard themselves as providers and customersof other departments.

c) Both a and b


Answer- c


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Unit 8- Services Strategies

1) What is the name given to the process of evaluating the ideas that have been generated

and rejecting the ones that do not make possible use of the resources of the organization?(a)Blueprinting

(b)Elimination

(c) Idea screening

(d)None of these

Answer- c

2) What are used when significant events have to be announced and opportunities for two-

way dialogues between the media and the company are desired?

(a)Press releases

(b)Press conferences

(c)Public relations

(d)Service outlets

Answer- b

3) ________are used for announcing the launch of new service, noteworthy achievements or

new appointments.

(a)Press releases


(c)Public relations(d)Service outlets

Answer- a

4) Which of these performs the role of establishing and enhancing the companys image as

well as its services among the public?

(a)Press releases


(c)Public relations

(d)Service outlets

Answer- c

5) Where does the role of salespersons involve facilitating sales via intermediaries?

(a)Service outlets

(b)Trade selling

(c)Trade fairs


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(d)None of these

Answer- b

6) Which of the following factors can be considered in understanding consumer behavior in

servicesa) The time taken to arrive at the decision

b) The various sources from which information can be gathered to evaluate the competingservice offers

c) The competitive services from amongst which consumers have to choose the alternativethey prefer the most

d) All of the above

Answer- d

7) Which of these is/are correct?

i. The source of a messageas distinct from the message itselfcan influence the effectiveness

of any communication.

ii. The effectiveness of any communication is influenced less by the source of a message and

more by the message itself.

(a)Only (i) is correct.

(b)Only (ii) is correct.

(c)All are correct.

(d)None is correct.

Answer- a

8) Which of these is/are correct?

i. Differential pricing with respect to place cannot be implemented by means of a tactical

programme.

ii. It is relatively difficult to implement differential pricing by area for services as it is easy to

transfer service consumption.

(a)Only (i) is correct.(b)Only (ii) is correct.

(c)All are correct.

(d)None is correct.

Answer- d


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9) _______ is the strategy by which the highest possible price can be gained from the early

adopters.

(a) Price differentiation

(b) Price veiling

(c) Price skimming

(d) None of these

Answer- c

10) Which of the following issues has to be addressed while developing a price strategy?

i. The novelty of the service offering

ii. The price position that is sought for the service

(a)Only (i)

(b)Only (ii)

(c)Both (i) and (ii)

(d)Either (i) or (ii)

Answer- c

11) Which of the following statements about demand for services is/are true?

i. Demand is always even for services.

ii. Demand for services follows random, cyclical, seasonal, annual, weekly or daily patterns.

(a) (i) is correct, (ii) is wrong.

(b)(ii) is correct (i) is wrong.

(c)Both are correct.

(d)Both are wrong.

Answer- b

12) Which of the following options falls in the category of models of buyer behavior?

a) Perceptual reaction

b) Positioning services

c) Lengthy feasibility



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18) Which of the following new service involve an actual change to a feature of the service

already on offer to an established market?

a) Service line extensions

b) Service improvements

c) Style changesd) None of the above

Answer- b

19) _________ is a graphical approach designed for overcoming problems occurring during the

launch of a new product.a) Service line extensions

b) Idea screening

c) Blueprinting


Answer- c

20)Which of the following strategies is used by service firms to enhance the responsiveness

of supply?

a) Switching resources among multiple uses at short notice.

b) Organizing operation in such a way that it becomes possible to carry out the maximumback-up work during periods of slack in demand.


Answer- c

services marketing_qb final

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