MBA Fourth Senrester (Se<Vices Madreting) SPJ"'
230
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Chapter-1
1)
2)
Services cannot be touched. This characteristic of
services is referred as: ~ D Q bi..U-Rf ,
a) Inseparability
b) Inconsistency
/Intangibility
~ Inventory
i
2)
3)
Which of the following is not one of the
characteristics of services? To.ri~,bi~ •
~angibility
b) Inseparability
c) Inventory
d) Incon~istency
Which of the following is untrue?
a) A major characteristic of services is that they
cannot be seen before they are bought.
b) Services and physical products are at opposite
ends of the tangible-intangible continuum.
~ l'hysical products and services are bundles of
\ benefits.
·
✓Something is defined as either a physical
product or it is a service.
Which among the following is external source of
infonnation?
~
ornmercial sources
b) Past experience
~ Attitude
d) Memory
~ 1-
3)
5)
Which of the following products is an example of
intangible dominant?
a) Outback steakhouse
~) Car rental agency
~Math tutoring
d) A magazine subscription
ANSWER:
1)
2)
C
&-
j
Which of the following factors is not the Factor ·
Affecting Service Encounter?
4)
a)
3)
4)
d
C
5)
Recovery
b)
d)
/4 Service blue print
Adaptabi~ity&,
Spontaneity
d
a
2)
3)
C
4)
C
5)
b
Chapter-3
1)
Which one is not the principle of service r!larketing
mix?
a)
~
Customer value
h)
Speed
Profit
d)
C ustomer needs
Traditional marketing mix i~
a)
Product
~ Programme
e-up of:
b)
Pricing
d)
Promotion
Chapter-2
1)
Which is not one of the Factors Influencing
Services Consumer Behaviour?
a) Culture
b) Sub-cultures
c)
Reference groups
~
petitors
of a
3)
.c • ·
...:J~
ANSWER:
C
I
_J
(. 0 ?l 'r)a7
.
X
1)
1:ry;--
Which is one of the types of Adequate Service
Expectations?
a) Ideal expectations
,to..6, e.., :;::-O
Experience-based expectations ~ A~.C E',~ 1
-c) Coo-nitive
expectations
~\ri
\
rn
fo\CJ
fr).;,,..
0
t-•
d) Minimum toierable expectations
·
5)
2)
a
l
Which one is not the evaluative criterion for a .
product or service?
~;a) Brand reputation
b) Quality
Co q f ' i ~ _;.., _ \
_.tj- Future scope
d) Price
Of. • "'1
0 ~ ':\ IO · ,__._
4)
These types of services try to shape attitudes or
behaviour. In order to achieve this, these services
have to be oriented to people' s minds . this is
referred to as
a) Possession processing
b) People processing
~Mental-stimulus processing
_ _ __ ~nformation processing
~r:J
: I
Which is not the element of e x panded marketing
mix?
.
a)
~
People
omotion
b) ·
r , ocess
d)
Physical evidence
-···
-
• ~-<'\9--'
s'
'?'1
cf~. ...._.»cf
,/l!/;:jl
1~ ~,; ·/ ',-J,,'??
_:l
~~tiple Choice ·-~~tions
,
6 ~ , . /' /
Which of the finns cannot make good targets for
offen sive marketing strategy?
a) Runner-up finns
If)
b)
. enterpnses
.
Strugg Img
c)
Small local and regional firms
strategy?
Lower costs
b)
Volume of purchases
Coupons
vt)
d)
Word-of-mouth communication
Chapter-4
c
2)
Parasuraman et al. (1985) suggest there are four
barriers to servic~ quality, all of which are the fault
of the service provider, and all of which affect the
customer's perception of the service .experie!_!_c_~.: ..
---·wliicli of the following is not an example of the
four criteria?
/
Inadequate service
b) Exaggerated
promises
c) Misconceptions
d) Inadequate
resources
This is an organisation 's systematic attempt to
correct a service failure and to retain a customer's
goodwill
a) Service processes ~
Service recovery
c) Service encounter
d)S ervice failure·
3)
4)
Which one is not one of the Service Product
Levels?
Benefit/ b) Expected ServiceI
a) Core
. Service
~
Total Service
d)
Potential Service
c
2)
3)
c
4)
d
c
5)
6)
C
7)
b
Which is the factor influencing customer
perception of service?
a) Service quality
b) Service product
'.A Organisational
'~
ervice expectation
·
Image
5)
The researchers, Berry, Parasuraman and Zeithaml,
cite 10 main criteria which between them cover the
whole service experience from the customer's
point of view. Which of the following is not an
example of one of the criteria which influence the
quality of the putcome of the service_e~~erience?
a) Understai\,ding the b) Cred1b1bty
customer
~
ompetence
c) Access
. .· . 231
ANSWERS
1)
1)
~
Which one is the approach to defensive marketing?
a) Launc~ the attack quickly
~
Blocking the avenues open to challengers
c) Find a weakness in the target's position
d) Assess the strength of the target competitor
7)
What are the sources of profit in defensive
a)
/
Which is not one of the fundamental pnnc1ples of
· offensive strategy?
a) Assess the strength of the target competitor
b) Find a weakness
in the target's position
.
~ Launch the attack on broad level.
d) Launch the attack quickly
6)
,AJ' First mover firms
5)
~
,tC'- cl7'.__Q,,.,
,1 ._
6)
Which is not one of the perspectives of quality?
a) Transcendentapproach
~ Cognitive approach
c) User-based approach
d) Manufacturing-based approach
7)
Which is not one of the gaps in Gap Model~
a) Quality Standard Gap
vb) Desired and actual service expectation gap
~
e-rvic~priortty-Ga-p-·--- - ------------ ----~--- ~ ----- -- -- -d) Promises Versus Performance Gap
8)
Which one is the Dimension of Service Quality?
a) Relationship
h) Accuracy
~
mpathy
d) Retention
9)
Which is not one of the Categories of Customer
Loyalty?
a) True Loyalty
b) Latent Loyalty
c) No Loyalty
~
ognitive Loyalty
10)
refers to the actions taken by an
organi:,ation in response to a service failure .
a) Service retrieval
b) Service regaining
~
ervice recovery
d) Senrice rescue
ANSWER:
1)
d
2)
a
6)
b
7)
C
3)
8)
b
4)
C
5)
d
C
9)
d
10)
C
MBA Fourth Semester, (Servi~s Mwlceting) SW,U
Chapter-5
Which is :ttlft. the objective of service pricing?
a) Promotion
X Profit maximisation
c) Segmenting
d) Customer
customers
i:elationship
1)
Which one is the service pricing policy?
Going rate pricing
b) Pricing below the competition
./4) Penetration pricing
d) Value-based pricing
2)
The imbalance between the deinaricfand supply
rs-usually mefoyffiernvenrory
_..
d) Recovery services
·
Which one is not the agent in service channel
option?
a) Selling agents
b) Facilitating agents
c) Purchasing agents Al) Franchising
2)
a)
3)
3) ·
What shows the challenge in service delivery?
ntangibj)jty
~ Vari$ o!..2,gtions
c) Constant demand
d) Service1ocauon
0
Which of the following is not the service pricing
approach?
·
.
a) Cost-based pricing _)>Y Price discounting
c) Value-based
d) Demand oriented
pricing
pricing
4)
Which one is not the condition for revenue
management?
a) Relatively fixed
b) Predictable demand
c) Perishable demand --d) Constant demand
5)
Revenue management is also known as _ _
a) Profit management b) Return
management
Yield management
d) None of these
'\
ANSWER:
l)
2)
C
3)
d
b
Chapter-7
I)
Which one is not the role of service promotion
a) Increasing awareness
b) Increasing knowledge and preference
_..c}--"'lncreasing coordination among service
employees
d) Increase customer traffic
2)
Which one is the element of visual merchandising
.% Window displays
b) Unifonn
c) Etiquettes
d) Logo
3)
Which one is not the method of integrated service
marketing communication
a) Advertising
b) Personal selling
~ Free samples
d) Public relations
4
ANSWER:
1)
b
2)
C
3)
b
4)
d
5)
C
Chapter 6
1)
Which of the following does not show the
ANSWER:
characteristics of service delivery?
a) Inseparability of production and consumption
1) c
· b) · Lack of standardisation in services
------=---
E
2)
a
· -- -
3)
c
- - - - - ---
t
€
E
Chapter-8
1)
2)
What are factors of the 'processes · found within
the services marketing mi x?
a) Essential and peripheral evidence; premises;
equipment; literature.
_¼
Order processing; database management;
q ueuing
systems;
service
delivery;
rt'andardisation.
c) . Perceptions; costs; value; regulations.
Location; market coverage; branding; _range; .
management. :; ., _
Which of the following is not one of the service
processes?
a) People processing
b) Possession processing ~
0 \ (1-l.~
c) Information processing
b\-\
..-d}-. Physical evidence
r)tn\~
3)
t
f
•
f
E
Which is the first step in designing and managing
service processes?
a) Service blueprinting '2.
X~owchartirig 1
c) Identify fail points .i
·d) Failure proofing ii
f
: Multiple Choice Questions . ., -_-,,,:..~ r. ,-·, ,-? .- · i'-C
233
~ce design?
A
Which is not the structmal el~of
a) Delivery system
b) Location
, 4)
.-o/
Information
d) Facility design
the
Which one is not the type of self-service
technology?
a) Telephone and interactive voice response
(IVR) systems
b) Interactive freestanding kiosks
-eY Management information systems
d) Video/dvd/cd based technologies
14)
Which one is . - one of the strategies for
implementing self-service technology?
---bJ Onstage/visible contact employee actions
· · c)
d)
Managing capacity and demand
Infonnation ·
Which step should come after identification of
client contact points in service blueprint for new
services?
·
6)
.A Identification
of.
front-
.and·
a)
d)
7)
8)
Depiction of the service process from the
client's·point of view
_
Re_source definition; time· standards and .
tolerance
Service process redesign
Which factor does not influence demand?
~Per capita income · · b) Expansion or boom
c) Demographics
d) Natural and other
disasters.
delivery
b} By adjusting prices
~ Assure privacy and security
d) Modify or move facilities and equipment
15)
Which one of the following is the managerial
element of service design?
a)
c)
10)
/
Capacity strategies
a) Communication
b) Advertising and ~ales promotion
· c) Service vari~tions
_g Y_Jncre.~ _e ____in.:. __CaP-aGity _..Jhro.ugh__ ..Q_USJ.PJller
participation
·
Which should be the iecond step in the process of
quality _function deployment?
a) Identify and .classify need analysis and
identification of customer requireme nts
~
11}
These diagrams are used to surface the deep
structure in voiced customer requirements :
a) Matrix Data Analysis Charts
Affinity Diagrams
c) Hierarchy Diagrams
d) Relations Diagrams
'--bf
-18)
Whic:;h is·not the Element of Service Design? -· -·--- - -a) Delivery System
b) Capacity Planning
c)
l9)
a)
b)
Check correlation matrix
Waiting line analysis
12). _ Which is not the one of the deployments of QFD ?
a) · ·Organisation deployment
b) · Customer·dep.Ioyment
Demand E xceeds C1pac ity
Demand E xceeds Optimum Capacity
Demand and Supply are well Balanced
c)
W---All of the above
20)
Support Processes are the component of:
~ervice blueprint
c)
_~Process decision ·programme diagrams (PDPC)
·· c) Back office aud_front office processes
d)
~ None of the abQY.e_
Infonnation
Which of the follow in~ is one of the Demand
Variations ?
~
Benchmarking customer requirements
Whicb is one of the tools for quality function
. deployq1ent?
· a) Servicescape
Location
17)
~Identify importance of customer requirements
· ·-c)
___.-eYService encounter
d) Capacity planning
It is a technique for displaying the nature and
sequence of the different steps involved in
delivering service to customers
~ Flowcharting
b) Blueprinting
c) QFD
d) Waiting
Line
Analysis
¥Inventory constraints
9)
Facility design
16)
Which one is not one of the capacity constraints?
a) Labour constraints
c) Facilities constraints
d) Time constraints
timing and location of service
Modifying
back-end ·
integration
- c)
Voice of customer deployment
13)
Which of
following is the .Component · of
service blueprint?
a) Capacity· planning
5)
:Policy deployment .
d)
Demand
b)
Capacity planning
d)
Q uality
· management
Function
Deployment
ANSWER:
I)
b
6) a
11 ) b
I-6)- a
2) d
7) a
. 12) c
17} b
3)
b
4)
8)
b
9).
. 13)
C
18) d
C
d
14) t
.19) d
5)
10)
15)
20)
b
b
b
a
MBA Fourth Semester (Services Marketing) SPFTif
•
4
; _:
•
•
• -
•
•
UN IT-4 . : ·
Chapter-9
1)
·
3)
4)
5)
6)
When there is little or no personal contact between
customer and service provider, this is classified as
A Low-contact service
b) Medium-contact service
c) High-contact service
d) Intense-contact service
Depending on the frequency and length of
customer interaction, service personnel
a) Moderate contact personnel
b) Back-office staff
4 Consumer service employees
d) Support staff
The classification of organisations based on
interaction is as follows :
a) Consumer service employees
_,,,bJ Low contact service
c) Professional service employees
d) Support staff
Which one is not the source of conflict among
service employees?
a)·- ·Person7roleconflict- - - ·b) Organisation/client conflict
c) Interclient conflict
,Ar Performance conflict
Which is not one of the strateg ies fo r managing
service employees?
9)
·11)
Which one is not the type of customers' role in
service distribution?
a) Customer as productive resource
b) Customer as contributor to quality & satisfaction
c) Customer as competitor
.
Customer as profit generating medium
.4
ANSWER:
i) a
2) a
6)
Which is the variant of service triangle?
a) Service philosophy
),J Employee
1
c) Policies and procedures
--=-----
d) Management support .
d
7)
b
3)
8)
C
b
4)
9)
b
b
5) d
10) b
11) d
Chapter-10
1)
Which is not the importance of physical evidence
in services?
· .._. · · - ·-·--- - - - -----a) Increase in productivity
b) Creating better perceptions
4 Increasing customer expectation
d) Managing better serv ice quality
2)
Which is not the elemeru of physical evidence?
Communication
,...hr Customer
c) Price
d) Tangible products accompanying service
a)
,.G( Communicate culture and vision to c11s.tomers
7)
Which of the following can be applied as a strategy
for developing service culture?
a) Develop people to deliver service quality
A Communicate_culture and vision to custome~s
c) Provide needed support systems
d) Retain the best people
Which is not the link in service profit chain?
~1/Customer satisfaction drives cust~mer ~oyal~
)') Customer loyalty drives relationship~ ili.
customers.
c) Employee productivity drives value
d) Employee satisfaction drives loyalty
Provide needed support systems
-----------~
·
10)
a) Hire the right people
b) Develop people to deliver service quality
c)
.
Which one is not the element of service culture?
a) Service philosophy or mission
~ Customers
'
~
c) Policies anaprocedures
d) Management support
In service industries, which of the factors below is
extremely important; representing the service
provider, and having a direct impact on the
perceived quality of the service itself.
A_ People
b) Physical evidence
c) Processes
d) Intangibility
2)
8)
.
3)
Which is not the method of providing physical
evidence?
a) Map the physical evidence of service
b) Assess and identify physical · evidence
opportunities
c) Be prepared to update and modernise the
evidence
. ~ Work in single department ·
Multiph~ ·Choice ,Questions
~
. ,-.:, .t1 · ,,,
•., •·;, _:,
.r:.1 .
1
~·,:,-, ;~cff&e is n:ot thetype of servicescape?
a)
b)
c)
.--d1'
5)
6)
The term "servicescape" refers to which of the
following?
a) The schematic diagram of the service flows of
material, information and customers
b) The emergency ex.it plan from a service
facility
-~
!!ie physical surroundings in which the service
takes place
d) The network of government rules regulating
the service
Servicescapes that are very complicat~d like that of
a bed and breakfast inn or a five-star restaurant
. would be termed:
a) Detailed
b) Challenging
c) Sophisticated
dJ Elaborate
Chapter-11
1)
' '··7) ., ··- whlch' ofthe following--is:nof 6ne of the··strategit'.
Self- service
Remote service
Interpersonal services
Aesthetics
A tour operator gives each returning holidaymaker
a bunch of orchids. Based upon the elements of the
services marketing mi.<, what is this gesture an
example of?
b) People
a) Promotion
.,,.-dJ Physical evidence
c) Process
8)
roles a servicescape can play?
a) As
a
service ---bY As an intermediary
package
c) As a facilitator
d) As a socializer
C) (1 \ \) ~f'-0-t" r-i.-\{~1-b'"'!
The servicescape and other elements of physical
evidence .essentially ''wrap" the service and convey
to consumers an external image of what's "inside".
This is also called ____.
a) Clue management
b) Lean/elaborate
A' Package
d) Facilitator
9)
Which servicescape dimension enhances the ability
of similar items to facilitate the accomplishment of
customer and employee goals?
a) Signs
b) Symbols
c) Ambient conditions ~ Functionality
ANSWER:
1)
6)
5)
2) b
7) b
C
d
3)
8)
d
C
4) d
9) d
5)
C
Which of the following are not considered part of
the hospitality service industry?
a) Car rental companies
b) Hotels and motels
c) Travel agents and tour operators
,,..Ji) Advertising agencies
Frequent flyer programs offered by airlines are an
ex.ample of a _ _ __
2)
Tourism products involve a complex. -~~~~~i~Il_~_ _ _ _ . a) Basic customer relatiQ.~h_ip_______ __ ________ . _________
- - --~aking proces~ because:
·
b) Structural benefit provided for top customers
a) Individuals-perceive physical risk
c) Consumer relationship management technique
b) Individuals perceive psychological risk
.....d}- ~ency marketing program
c) Individuals perceive economic risk
.,dJ All of the above
7)
When an airline goes after a "share of travel" from
its customers, it is attempting to increase ___ .
3)
The key criticisms related to tourism marketing are:
a) Customer lifetime value
a) Wasteful due to the high amounts of money
--01' Share of customer
spent on promming products
c) Customer loyalty
b) Products can only be offered to the market
d) Total customer spending
place when they are profitable
c) Only focusing on the potential consumers of
8)
Information technology can bring the following
the product and not the wider society
changes to tourism and travel except:
a) Greatly improved access to infonnation about
jY All of these
destinations
4)
The two main industries that comprise the
b) Greater ease in booking travel and
accommodation through seamless connectivity
, activities we call tourism are:
of systems
a) Computer and internet industries
~reater mobility of illegal immigrants
Hospitality and travel_in~ustries_
d) Reduced complexity in purchasing7n'.arketing
c) Fashion and accessones mdustnes
and distribution
d) Furnitury and ~Qine improvement industries
.yr
6)
--er
236
MBA Fourth Seme*i' (Services Marketing) SfPU
_J)¥' High
These are the demographic factors that impact
touri sm except:
a) income
b) Age
c) Family life cycles
,,dy Customer preferences
9)
10)
Which of the following is a factor that sports and
entertainment marketers consider when targeting
customers for a specific event:
a) Personalities
b) Expectations
}!_ Dem~aphics_
d) Affiliations
11)
Which of the following factors should event
marketers consider when identifying target markets
for specific events:
a) Character
b) Attitude
c) Behavior
_fl Culture
12)
What benefit does a major sporting event or
popular sports attraction provide to a city?
~ - Economic
b) Political
c) Cultural
d) Athletic
13)
The element of m~keting that requires sport
marketers to determine the amount of money that
they will ask in exchange for their products is
a) Promotion
b) Place
~ Price
d) Product
14)
One way that financing benefits a sporting-good
store's marketing effort is by providing additional
funds that the store_can spend on:
a) Office remodeling
b) Expanded investments
4
transactions costs -in ~~hlttg
- -~ ontracts between purchasers and_p.rQvidc~
)i,l Development of long-tenn _r.elatio11~hi_p s__
between :eurch~rs.Jmd._provi4_ers making the
h ~ e market non-contestabie for n~w
entrants
v-2YJ3),D} and E)
.~ B), C) and E)
d) A), D) and E)
c) A), C) and E)
17)
Faced with an increase in demand fot heaithenre----- · -- --.
services, which two of the following policies might
hel void a rise in waiting lists?
Decrease in supply of healthcare services
~ncrease in supply of healthcare service~ ___
_9, Allowing the· market to set a_ pnce f_2_r .
healthcare services previously provideafree of
charge
·
D) Providing free of charge healthcare services
which previously were charged for
E) Issuing a patients charter giving users of health
care services higher expectations
"--at' B) and C)
b) A) and C)
c) C) and E)
d) B) and E)
e) A) and D)
18)
This industry consists of broad category of fields
within the service industiy that includes lodging,
restaurants, event planning, theme parks,
transportation, cruise line, etc:
}(ff i rlines Industry
# __Hospitality Services
c) Telecom Services
d) Sports and Entertainment Services
19)
These ~ervices iricludes a range of different
activities, such as, sports course management,
entertainment, managing media, special events,
corporate events, merchandising, etc.
~
Sports and Entertainment Services
Increased advertising
d) ~ -Employee salaries
---- b) IT& ITES
15)
An internal source of marketing information for a
sport/event business would be
/
_Inventory records
b) Public libraries
c) Government
d) Trade journals
planning agencies
16)
Which three of the follo wing are likely to make it
more difficult to use market mechanisms in the
provision of healthcare services?
A) Symme~ry of_information between purchaser
and provider of healthcare services
)1. Asymmetry of information between purchaser
and provider of healthcare ~ervices
-C)
tra~ ctions costs in esfablishing
contracts between purchasers and providers
Low
i
,, :
(
- ·-· --- -- -
c) Healthcare Sectors
d) All of the above
20)
Which segmentation is used in telecom services?
Non-residentials
b) _Jeople below pove rt y \ir1e
$ Residentials
d) - Entrepreneurs
a)
ANSWER:
d
3)
d
4) b
5)
8)
C
11) d
2) d
7) b
12) a
13) C
9) d
14) C
16) b
17) a
18) b
19)
10) C
15) a
20) C
l)
6)
d
a
d
SERVICES MARKETtNG
MBA - FOURTH SEMESTER EXAMINATION
Note: All the questions shall be compulsory, carrying one mark each.
[1 X 28= 20}
1)
Which of the following products is an example of intangible dominant?
a) Outback steakhouse
b) Car rental agency
~
ath tutoring
d) A magazine subscription
2)
Which of the following is not one of the characteristics of services?
~ Tangibility
b) Inseparability
c) Inventory
d) Inconsistency
Which among the following is external source of information?
b) Past experience
c) Attitude
d) Memory
3)
y?J Commercial sources
4)
5)
6)
Which of the following factors is not the Factor Affecting Service Encounter?
a) Recovery
b) Adaptability
.,er Service blue print
d) · Spontaneity
Which one is not the role of service promotion
a) Increasing awareness
b) Increasing knowledge and preference
_....,e},.,. Increasing coordination among service employees
d) Increase customer traffic
Parasuraman et al. (1985) suggest there are four barriers to service quality, all of which are the fault of the service
provider, and all of which affect the custorr.er' s perception of the service experience. Which of the following
is not an example of the four criteria?
. .. .,.aj _ Inadequate.service
----- . -- - ·-- ··· -·- - - --n)--Exaggerated-promises· ·----- ------··- ·- - - - c) Misconceptions
d) Inadequate resources
7)
Which of the following is not the service pricing approach?
a) Cost-based pricing
_X Price discounting
c) Value-based pricing
d) De1nand oriented pricing
8)
Which of the following does not show the characteristics of service deli very?
a) Inseparability of production and consumption b) Lack of standardisation in services
The imbalance between the demand and supply is usually met by the inventory
d) Recovery services
.Afr'
Which is the first step in designing and managing service processes?
a) Service blueprinting 1, ,0) Flowcharting
c) Identify fail points 1
d) Failure proofing
9)
"
Which of the following is the Component of service blueprint?
a:) Capacity planning
.-91 Onstage/visible contact employee actions
10)
-
c) Manaaina
capacity and demand
e t::J
d)
Information
MBA Fourth Semes'tei(S-emces-MaI'irewig) SPFU
fjg'
11)
12)
Which factor does not influence demand?
;(' Per capita income
c) Demographics
b) Expansion or boom
d) Natural and other disasters
Which is one of the tools for quality function deployment?
a) Servicescape
,/4 Process decision programme diagrams (PDPC)
c) Back office and front office processes
d) Waiting line analysis
13)
The classification of organisations based on interaction is as follows:
a) Consumer service employees
,,bJ Low contact service
c) Professional service employees
d} Support staff
14)
Which one is not the element of service culture?
a) Service philosophy or mission
c) Policies and prccedures
i.( Customers
d) Management support
15)
Which of the following is not one of the strategic roles a servicescape can play?
a) As a service package
·
)5) As an intennediary
c) As a facilitator
d) As a socializer
16)
Which servicescape dimension enhances the ability of similar items to facilitate the accompli.shrnent of customer
and·employee goals?
b) Symbols
a) Signs
sJ.Y Functionality
c) Ambient conditions
17)
One way that financing benefits a sporting-good store's marketing effort is by providing additional funds that the
store can spend on:
b) Expanded investments
a) Office remodeling
d) Employee salaries
Increased advertising
J71'
Which three of the following are likely to make it more difficult to use market mechanisms in the provision of
healthcare services?
_____ ____.1~.L-~y_!!!ffietry of"in.(o~~tion between purc~aser and provider of healthcare services
B) Asymmetry of information between purchaser and provider of heal,TfthThci-iarrre~seiiirvw1c'Pe~s----------C) Low transactions costs in establishing contracts between purchasers and providers
D) High transactions costs in establishing contracts between purchasers and providers
E) Development of long-term relationships between purchasers and providers making the healthcare market noncontestable for new entrants
~ B), D) and E)
a) B), C) and E)
d) A), D) and E)
c) A) , C) and E)
18)
19)
This industry consists of broad catego ry of fields within the service industry that includes lodging, restaurants. event
planning, theme parks , transportation, cruise line, etc.:
a) Airlines Industry
Hospitality Services
c) Telecom Services
d) Sports and Entertainment Services
ft
20) . Which segmentation is used in telecom services?
a) Non-residentials
· /) Residentials
b) People below poverty line
d) Entrepreneurs
SERVICES MARKETING
MBA - FOURTH SEMESTER EXAMINATION
Note: All the questions shall be compulsory, carrying one mark each.
1)
[1 X 20: 20]
Services cannot be touched. This characteristic of services is referred as:
a) Inseparability
b) Inconsistency
Intangibility
d) Inventory
ft
2)
Which is one of the types of Adequate Service Expectations?
a) Ideal expectations
c) Cognitive expectations
d)
---15(' Experience-based expectations
3)
Traditional marketing mix is made-up of:
a) Product
/1
4)
b)
d)
Programme
5)
b)
d)
Find a weakness in the target's position
Launch the attack quickly
Which one i~ not the method of integrated service marketing communication
a) Advertising
b) Personal selling
c) Free samples
d) Public relations
6)
The researchers, Berry, Parasuraman and Zeithaml, cite 10 main criteria which between them cover the whole
service experience from the customer's point of view. Which of the following is not an example of one of the
criteria which influence the quality of the outcome of the service experience?
a) Understanding the customer
b) Credibility
______ ft
7)
Access
_ __ __ _ ·------·-- --·------·- ----·-·-P1---Competenc,"'--------- __________
Which one is not the condition for revenue management?
a) Relatively fixed
b)
c) Perishable demand
-~
8)
What shows the challenge in service delivery?
a) Intangibility
c) Constant demand
Which is- not the structural element of service design?
a) Delivery system
~ Information
10)
11)
Pricing
Promotion
Which is not one of the fundamental principles of offensive strategy?
a) Assess the strength of the target competitor
~ / Launch the attack on broad level.
9)
Minimum tolerable expectations
Which one is not one of the capacity constraints?
a) Labour constraints
c) Faciliti_es constraints
Which is not the one of the ·deployments of QFD?
a! ~anisation deployment _
~
ol!cy deployment
Predictable demand
Constant demand
. ~ariety of options
d) Service location
b)
d)
Location
Facility design
< bf'.,,.inventory constraints
d) Time constraints
b)
d)
Customer deployment
Voice of customer deployment
12)
lt is a technique fo r displaying the nature and sequence of the different steps involved in delivering service to
c1~ mers
Blueprintjug
d) Waiting Line Ailalysis .
:,4
b)
Flowcharting
c) QFD
13)
\3/hen there is little or no person.tl contact b~tween customer and service provider, this is classified as
~ Low-contact service
b) Medium-contact se1:7ice
c) High-contact service
d) . Intense-contact service
14)
Which is not one of the strategies for managing service employees?
a) Hire the right people
· ·
b) Develop people to _deliver·service quality
cV Provide needed support systems · . ·
·
s'ci) Communicate culture an(J vision to customers
15)
Which is not the method of providing physical ·evidence?
a) Map the physical evidence of service ·
b) Assess and identify physical evidence opportunities
c} Be prepared to update and modernise the evidence
Jf.) Work in single department
,
·
to
16) • The term "servicescape" refers which of the following?
a) The schematic diagram of the service flows of material, information and customers
b) The emergency exit plan from a service fai:;ility
The physical suqoundings in which the service takes place
d) The network of government rules regulating the service
4
17)
The key criticisms related to tourism marketing are:
a) Wasteful due to the high amounts of money spent on promoting products
b) Products can only be offered to the market place when they are profitable
Only focusing on the potential consumers of the product and not the wider society
(°J All of these
cy
18)
. ··-
Which of the following are not considered part of the hospitality service industry?
a) Car rental companies
·
b) Hotels and motels
-·--·_c)_TraY.elagents _ao.QJQ.\Jf_Q~ratQ!'S _____ ______· ·-·
Advertising ag~ncies
-A
-'-----
19)
When an airline goes after a "share of travel" from its customers, it is attempting to increase _ _ __
a) Customer lifetime value
;::t)) Share of customer
c) Customer loyalty
d) Total customer spending
20)
These are the demographic factors that impact tourism except:
a)
Income
c) Family life cycles
Age
·"% Customer preferences
b)