Quiznetik

Services Marketing | Set 2

1. Which of the following is NOT an example of consumer behaviour:

Correct : D. Marcus ordering a new computer system for his work

2. Which of the following is NOT an internal factor that influences the consumer product acquisition process include

Correct : B. Family

3. With respect to consumer behaviour, one's friends, and relatives could be considered a:

Correct : B. Reference group influence

4. With respect to consumer behaviour, the function of one's perceptions, learning and memory processes is to:

Correct : D. All of the above

5. Which of the following is typically NOT a result of recognizing the importance of ethnic groups by marketers?

Correct : A. Use of an undifferentiated one-size-fits-all marketing strategy

6. The single group within society that is most vulnerable to reference group influence is

Correct : D. Children, who base most of their buying decisions on outside influences

7. Which of the following can be described as an affective mental state?

Correct : A. Attitudes

8. Early adopters, of which opinion leaders are large comprised, tend to be:

Correct : B. More likely to buy new products before their friends do and voice their opinions about them

9. An imbalance between a consumer's actual and desired state in which recognition that a gap or problem needs resolving is called

Correct : A. Motive development

10. __________cost refers to the product’s purchase cost plus the discounted cost of maintenanceand repair less the discounted salvage value

Correct : C. Life cycle

11. Successful service companies focus their attention on both their customers and their employees.They understand ___________________, which links service firm profits with employee

Correct : C. Service-profit chains

12. If a firm is practicing ____________________, the firm is training and effectively motivating its customer-contact employees and all of the supporting service people to work as a team to providecustomer satisfaction.

Correct : B. Internal marketing

13. Which of the following is not an element of physical evidence?

Correct : B. Employee Training

14. Which of the following is not an element of people?

Correct : C. Flow of activities

15. Standardized and customized flow of activities, simple and complex number of steps and customer involvement by which a service is delivered is called

Correct : C. Process mix

16. ____________ is a tool for simultaneously depicting the service process, the points of customer contact and the evidence of service from the customer’s point of view.

Correct : B. Service Blueprinting

17. __________ is the physical surroundings or the physical facility where the service is produced, delivered and consumed.

Correct : B. Servicescape

18. __________ are the only service distributors which do not require direct human interactions.

Correct : A. Electronic channels

19. In the absence of a physical product, service providers need to consider the use of______________ that enable customers to make a judgment on the service quality.

Correct : B. Tangible clues

20. Understanding the customer is a critical step toward minimizing or completely eliminating the:

Correct : A. knowledge gap

21. Which of the following is NOT a factor influencing the delivery gap?

Correct : D. overpromising

22. Which of the following statements pertaining to the SERVQUAL scale is correct?

Correct : D. SERVQUAL compares perceptions to what a customer should expect from a firm the delivers high-quality services

23. Which of the following is a major criticism of the SERVQUAL scale?

Correct : B. validity of the five service quality dimensions

24. Research that examines the customer’s perspective of a firm’s strengths and weaknesses is called:

Correct : A. customer research

25. Loyal customers offer advantages with regard to:

Correct : D. willingness to pay premium prices.

26. The core of a CRM program is:

Correct : C. a customer database.

27. Which of the following is the MOST important component of a CIF analysis?

Correct : C. customer descriptors

28. The process of analyzing a database is called:

Correct : A. CIF.

29. Satisfaction is BASICALLY a function of:

Correct : A. price paid.

30. Human resource policies aimed at delivering superior service quality has the following steps:

Correct : D. all of the above

31. Tell which statements are incorrect?

Correct : C. Once customers are taught to coproduce services, they can be left alone to produce their own services.

32. Fundamentally, conflict arising in a service situation between any two parties

Correct : D. all of the above.

33. Matching the demand and supply of service

Correct : D. all of the above.

34. Importance should be given to the servicescape and equipment in the “service factory” as (choose the statement which is false)

Correct : C. the servicescape and equipment are paid for by the customers.

35. The 6Ms model of integrated marketing communication does not consist of

Correct : C. Media, Motives

36. Pricing a new service does not consist of which of the following?

Correct : D. Estimating price

37. Customers should be retained by a service business because retained customers (Choose the false statement)

Correct : B. are retired and cannot do their work by themselves

38. Which of the following should not be done with service customers when they are aggrieved with a service failure?

Correct : C. laugh as much as possible so that customers start laughing and forget about the failed service

39. Service providers are afraid of providing unconditional service guarantees as

Correct : D. all of the above

40. KFC which has its only outlet at Bangalore in the country is all set to open its retail outlets in Delhi and Hyderabad. Which stage of the PLC is it in?

Correct : A. Introduction

41. Segmenting the market according to the customer use of the service is an example of _____ segmentation

Correct : C. Behavioral

42. The intangible aspect of a service spring forth for which of the following service product levels?

Correct : B. Core product level

43. Which of the following is not a type of positioning strategy used in service marketing?

Correct : B. Celebrity positioning

44. Which of the following is not a market penetration strategy?

Correct : B. Entering new markets with the existing services

45. Which of the following is not an approach to pricing in services?

Correct : D. Demand based approach

46. Which of the following is not an issue in the pricing of services?

Correct : D. Demand levels

47. Identify the factor that does not play a major role in setting the pricing objectives of a service organization.

Correct : A. How would a company like to position its services?

48. Which of the following is not a type of broadcast media used for advertising?

Correct : B. Radio

49. Which type of positioning involves communicating two or more contradicting features?

Correct : A. Under positioning

50. Which of the following is not a necessary strategy in the effective promotion of services?

Correct : A. Effective planning

51. Which amongst the following is not true regarding the promotional strategies of services?

Correct : C. Physical evidence tangibilizes the services

52. Which of the following is not a consideration in deciding the marketing channel for services?

Correct : C. Channels should ensure expansion at any cost to the service provider

53. Location decision is not important for ____

Correct : C. Retail outlet

54. Which of the following is not a benefit of direct distribution of services?

Correct : A. Control over operations

55. In planning a service process, a service provider takes all the following important decisions except

Correct : B. Legal restrictions

56. Which of the following is not an element of blueprinting in a service process?

Correct : B. Line of visibility

57. Which of the following is not an influencing factor in process efficiency?

Correct : C. Planning

58. Which of the following is not a major element of physical evidence?

Correct : A. Conduct of support staff

59. The importance of physical environment as an element of physical evidence springs forth through all of the following except

Correct : C. Atmosphere

60. Which of the following may not be an objective of focusing on physical evidence by a service firm?

Correct : A. Differentiation from competitors

61. Which of the following is not a type of demand-based pricing strategy?

Correct : D. Discounts and sales

62. Which of the following is not an essential step in building a service blueprint?

Correct : D. Mapping complexities

63. Which of the following factors does not influence service delivery?

Correct : B. The level of customer interaction

64. Which of the following groups is called boundary spanners?

Correct : B. Front line employees

65. Which of the following initiatives will not help a company retain the best people?

Correct : B. Measure and reward strong service performance

66. Which of the following is not a cost-based pricing?

Correct : A. Cost-plus pricing

67. Which among the following is not one of the requirements for effective segmentation of markets?

Correct : B. Accessibility

68. What is the process of offering customized services to individual customers by using flexible processes, without foregoing the advantages of mass production?

Correct : A. Market specialization

69. Which of the following is not a strategic management task of a retailer?

Correct : B. Inventory management

70. Which is the nearest in meaning to the word ‘Augmented Service’

Correct : B. Increased Service

71. Most service marketers in the west compete at ___product/service level

Correct : B. Augmented

72. The stage of the service life cycle in which marketers become more cost conscious is:

Correct : C. Decline

73. Branding in a service can be developed through various ways. Music World outlets run by franchisees are anexample of

Correct : B. Licensed branding strategy

74. Qatar Airways’ first-class passengers sit in a semi-private pear-wood berth that convert into a bed, thusproviding more comfort on long flights. This service is an example of theairlines

Correct : D. Supplementary service

75. In Arab countries like Saudi Arabia, charging interest on a loan is against the “Muslim law”. Therefore, banksoperating in these countries customize their product offering as per the local requirements. Which parameter ofassessing globalization level of a firm does this example explain?

Correct : B. Achieving desirable balance between globalization and customization

76. The __________ concept holds that consumers will favor those products that offer the most quality, performance, or innovative features.

Correct : B. Product

77. The additional consumer service and benefits built around the actual product is known as

Correct : C. Augmented product

78. Which of the following statements best reflects the definition of a product?

Correct : D. All of the above statements are true vis-à-vis definition of a product.

79. Heterogeneity of services among telecom service providers makes which method of pricing a major problem?

Correct : B. Competition based pricing approach

80. The consumer management areas of particular importance to service marketers are:

Correct : D. Customer relationship management (CRM)

81. Efforts to transform customers into partial employees should not be interpreted as the firm’sway of distancing itself from the customer. This is consistent with which of the followingguidelines for increasing customer participation:

Correct : A. Develop customer trust

82. Part of the problem when transforming from full-service to self-service is that businesses tend toforget why customers might prefer using full-service options in the first place. This is consistent withwhich of the following guidelines for increasing customer participation:

Correct : C. understand customer habits

83. Part of the problem when transforming from full-service to self-service is that the new proceduresthemselves are flawed and/or difficult to understand. Of the guidelines presented below, which wouldminimize this type of problem from occurring? This is consistent with which of the following guidelines for increasing customer participation:

Correct : C. understand customer habits

84. When service is produced via a cooperative effort between customers and service providers, this isreferred to as:

Correct : A. Co-production

85. Co-production of services is made possible due to the __________ inherent in the productionofservices.

Correct : D. Inseparability

86. Which of the following is not a typical benefit associated with self-service?

Correct : D. Standardization

87. Disney informs guests how long the wait will be along various points of the lines that form for each ofits attractions. This strategy helps minimize the effects of which of the following "principles ofwaiting?"

Correct : D. uncertain waits are longer than known, finite waits

88. Compared with low-contact services, customers of high-contact services are more likely to judgeservice quality on the basis of:

Correct : B. Processes used in carrying out the service

89. In the absence of a physical product, service providers need to consider the use of ______ that enable customers to make a judgment on the service quality.

Correct : B. Tangible clues

90. Which of the following is an example of a tangible component provided by a hotel?

Correct : B. Guest rooms

91. Service design often differs from product design for which one of these considerations?

Correct : B. customer interface

92. The ability of a product, part or service to perform its intended function under an appropriate set of conditions is its:

Correct : D. reliability.

93. To build a world-class service brand there are three things you will need to define or create:

Correct : D. All the above.

94. Service marketers consider which of the following?

Correct : B. People/Participants, Physical evidence, Process.

95. Three types of customer expectations can be identified:

Correct : A. Fuzzy expectations, Explicit expectations, Implicit expectations

96. Perceived Service Quality concept includes which of the following?

Correct : D. Reliability, Courtesy, Communication

97. Quality Gaps include:

Correct : C. The Management Perception Gap; The Quality Specification Gap; The Service Delivery Gap

98. The Perceived Service Quality means that the perceived or experienced service is not consistentwith the expected service. This gap results in the following: Which one is NOT true?

Correct : A. An increase in corporate costs

99. The Zone of Tolerance concept assumes:

Correct : D. All the above are true

100. The new product pricing strategy through which the companies set lower prices of services to gain large market share is classified as

Correct : C. penetration pricing