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SCDL- PGDBA- III Semester (CRM)
Service Marketing code 187

LIST OF ATTEMPTED QUESTIONS AND ANSWERS

Multiple Choice Single Answer

Question
A brand must correspond to only one product. This is called :-
Correct Answer
Procterian dogma
Your Answer
Procterian dogma

Multiple Choice Multiple Answer

Question
Value of a brand is a function of which two factors?
Correct Answer
Earnings , Strength
Your Answer
Strength , Earnings

Multiple Choice Single Answer

Question
The Molecular Model has used following technology to explain it :-
Correct Answer
Chemical analogy.
Your Answer
Chemical analogy.

Multiple Choice Multiple Answer

Question
Countries who are members of SUPER BRAND are:-
Correct Answer
India , Hong Kong , Australia
Your Answer
Hong Kong , Singapore , Australia

True/False
Question
Two major dimensions of Y & R model are: leadership and stability.
Correct Answer
False
Your Answer
True

Select The Blank

Question
The ________ has a direct impact on the type of service desired and the

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SCDL- PGDBA- III Semester (CRM)
Service Marketing code 187

length of service.
Correct Answer
Customer
Your Answer
Customer

Multiple Choice Single Answer

Question
High contact services tend to be :-
Correct Answer
Those in which customer visit the service facility in person.
Your Answer
Those in which customer visit the service facility in person.

Multiple Choice Multiple Answer

Question
Interactive skills training in employees allows to develop what all qualities
towards customer?
Correct Answer
Empathetic , Courteous , Caring
Your Answer
Empathetic , Courteous

Multiple Choice Single Answer

Question
Goods can be :-
Correct Answer
Standardized.
Your Answer
Standardized.

Select The Blank

Question
Exhibiting admirable human qualities is especially important for brands during
________.
Correct Answer
Crisis
Your Answer
Crisis

Multiple Choice Multiple Answer

Question
Personal sources of information are :-
Correct Answer
Family , Friends , Opinion Leaders
Your Answer
Family , Friends , Radio

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SCDL- PGDBA- III Semester (CRM)
Service Marketing code 187

Multiple Choice Multiple Answer

Question
CIT study helpful in :-
Correct Answer
Finding opportunities for future improvement. , Redesigning service delivery
system. , To make more customer centric service firm
Your Answer
Finding opportunities for future improvement. , Redesigning service delivery
system. , To make more customer centric service firm

Multiple Choice Single Answer

Question
It refers to the way in which certain groups decode all of the signals
emanating from the product, services and communication covered by the
brand :-
Correct Answer
Brand image
Your Answer
Brand identity

Multiple Choice Single Answer

Question
This method is used when valuing your own brand image for inclusion in the
balance sheet :-
Correct Answer
Historic cost method
Your Answer
NPV of future earnings

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
Tangibles
Dress, employee appearance
Dress, employee appearance
Employee motivation
Mission statement

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SCDL- PGDBA- III Semester (CRM)
Service Marketing code 187

Social skill, Likeability

Empowerment
Authority to employee
Authority to employee
Service orientation
Social skill, Likeability
Mission statement

True/False
Question
The business strategy in a production line organisation is one of
Differentiation and Customisation.
Correct Answer
False
Your Answer
False

True/False
Question
Appearance of personnel and facilities often have a direct impact on how
consumers perceive that the firm will handle the service aspects of its
business.
Correct Answer
True
Your Answer
True

Multiple Choice Single Answer

Question
It is the difference between the price customers pay and the amount they
would actually have been willing to pay to get the desired benefit :-
Correct Answer
Surplus
Your Answer
Surplus

Multiple Choice Single Answer

Question
Which knowledge is essential for building winning brands?
Correct Answer
Customer
Your Answer
Customer

True/False
Question
Horizontal extension of a brand is less of a handicap than vertical extension

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SCDL- PGDBA- III Semester (CRM)
Service Marketing code 187

by which brands try to cover all levels of quality and status.

Correct Answer
True
Your Answer
False

Select The Blank

Question
Brand's ________ are a measure of potential profitability.
Correct Answer
Earnings
Your Answer
Value

Multiple Choice Multiple Answer

Question
The value of brand equity is a function of :-
Correct Answer
Age of the brand , Cumulative advertising , Order of entry into the market
Your Answer
Age of the brand , Age of competitor's brand

Multiple Choice Single Answer

Question
This approach is often used for outsourcing contracts to provide food service,
freight transportation etc :-
Correct Answer
Price bids
Your Answer
Price bids

Multiple Choice Multiple Answer

Question
Various media options available to a service marketer are:-
Correct Answer
Magazines , Flyers , Radio
Your Answer
Magazines , Flyers , Radio

Multiple Choice Single Answer

Question
D in AIDA stands for :-
Correct Answer
Desire
Your Answer
Direction

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SCDL- PGDBA- III Semester (CRM)
Service Marketing code 187

Select The Blank

Question
________ helps usage extension.
Correct Answer
Co-branding
Your Answer
Brand extension

Match The Following

Question
Correct Answer
Your Answer
Infosys
Uses brand earnings model
Uses brand earnings model
Super brands
Marcel Knobil
Marcel Knobil
Councils of Super brands
Indonesia, Netherlands, Portugal
A C Neilsen
Super brand's juggernaut
UK, France, Germany
Indonesia, Netherlands, Portugal

Multiple Choice Multiple Answer

Question
Service blue print supports which approaches to quality improvement?
Correct Answer
Top down , Bottom up
Your Answer
Left to Right , Right to Left

Select The Blank

Question
The second objective of commercialization is to monitor ________ aspects of
service during complete service cycle.
Correct Answer
All
Your Answer
All

True/False
Question
A shelf without the favourite market brands is unattractive in the eyes of the
customers.
Correct Answer

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SCDL- PGDBA- III Semester (CRM)
Service Marketing code 187

True
Your Answer
True

True/False
Question
Services can easily stored.
Correct Answer
False
Your Answer
False

Multiple Choice Multiple Answer

Question
The main do's kept in mind in face to face contacts with customers are :-
Correct Answer
Smile , Look into customer's eye , Listening
Your Answer
Smile , Look into customer's eye , Listening

Select The Blank

Question
Perishability refers to the service provider's inability to ________.
Correct Answer
Inventory services.
Your Answer
Inventory services.

Select The Blank

Question
Customer ________ is essential to building winning brands.
Correct Answer
Knowledge
Your Answer
Involvement

Select The Blank

Question
The ________ has made world wide brand building easier.
Correct Answer
Internet
Your Answer
Internet

Select The Blank

Question
Cues such as the ________ that accompany the service.

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SCDL- PGDBA- III Semester (CRM)
Service Marketing code 187

Correct Answer
Tangibles
Your Answer
Tangibles

Multiple Choice Multiple Answer

Question
The visible components of service operations are :-
Correct Answer
Service personnel , Equipments , Physical facilities
Your Answer
Equipments , Physical facilities , Other intangibles

Select The Blank

Question
A strong brand ________ gives relevant, differentiated, purchase motivating
benefit to the target customer
Correct Answer
Promise
Your Answer
Awareness

Multiple Choice Multiple Answer

Question
Various value based pricing are:-
Correct Answer
Service guarantees , Flat rate pricing
Your Answer
Service guarantees , Flat rate pricing

Select The Blank

Question
Selling goods and services through the ________ is a major growth trend.
Correct Answer
Internet
Your Answer
Internet

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

Multiple Choice Single Answer

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SCDL- PGDBA- III Semester (CRM)
Service Marketing code 187

Question
This approach is based on a standard sales presentation containing
statements that lead the customer through stages to a purchase :-
Correct Answer
Formula approach
Your Answer
Cues-response

True/False
Question
Gap Model is developed by Zeithaml & Bitner.
Correct Answer
True
Your Answer
True

True/False
Question
When decisions regarding customer satisfaction are left to the discretion of
employees, there may be inconsistency in the level of service delivered.
Correct Answer
True
Your Answer
True

Multiple Choice Single Answer

Question
It promises a relevant, differentiated purchase motivating benefit to the target
customer :-
Correct Answer
Strong brand
Your Answer
Strong brand

True/False
Question
Service industry is a zero growth industry.
Correct Answer
False
Your Answer
False

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