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NEHRU ARTS AND SCIENCE COLLEGE
DEPARTMENT OF BUSINESS ADMINISTRATION
SERVICES MARKETING
UNIT I
SECTION A
1) The _____________ reflects the view that the intangible aspects of products are becoming
the key features that differentiate the product in the marketplace.
1.services marketing
2.Servuction model
3.service imperative
4.benefit concept
5industrial management model
2) Which of the following businesses would be characterized as a pure service?
1 insurance
2. farming
3. mining
4 .engineering
5. there is no such thing as a pure service
3) General Motors, the manufacturing giant's, largest supplier is:
1. Blue Cross-Blue Shield Insurance
2. GMAC Financing
3.a parts supplier
4. a legal firm
5. a trucking company
4) Which of the following sets of terms best describes a service?
objects, devices, and performances
effort, objects, and deeds
things, devices, and performances
objects, devices, and things
deeds, effort, and performances
5) Deeds, efforts and performances define:
products
ideas
services
goods
places
6) The continuum that ranges from tangible-dominant to intangible-dominant is referred to
as:
the services triangle
the Servuction model
the scale of market entities
the service-profit chain
the Q continuum
7) Businesses such as fast food restaurants would fall where along the Scale of Market
Entities?
on the extreme end of the intangible-dominant side
on the extreme end of the intangible-dominant side
in the middle of the continuum
left of the middle towards the tangible-dominant side
right of the middle towards the intangible-dominant side
8) Which of the following fields would be least likely to be described as intangibledominant?
manufacturing
education
insurance
banking
engineering
9) Which of the following products is an example of intangible dominant?
Outback steakhouse
car rental agency
a funeral
a magazine subscription
math tutoring
10) Which of the following statements is not true?
Service knowledge is obtained differently than goods knowledge.
Firms that define their businesses too narrowly have developed marketing myopia.
Goods are tangible-dominant.
Service knowledge is obtained through the experience of receiving the actual service.
All the above are true.
11) _______ results in the practice of too narrowly defining one’s business:
Services marketing
Marketing management
Marketing myopia
Scale of market entities
Customer experience
12) __________ involves a pictorial representation of the relationship between the tangible
and intangible elements of a firm’s operation.
Molecular Model
Servuction Model
Benefit concept
Industrial Management Model
Market-focused Model
13) Which of the following could NOT be included in the airline molecular model?
long-term parking
financing arrangements
rental car availability
gate attendants
baggage handlers
14) The encapsulation of the benefits of product in the consumer's mind is called:
the Servuction Model
the benefit concept
the Service Triangle
the Service-Profit Chain
the Scale of Market Entities
15) According to the Servuction Model, factors that influence the customer's service
experience include all of the following except:
price
contact personnel/service providers
other customers
servicescape
organization and systems
16) Which of the following components of the Servuction Model is not visible to consumers?
servicescape
organization and systems
other customers
contact personnel
service providers
17) A customer who notices dirty silverware and a dirty floor in his/her favorite restaurant has
been influenced by which of the following components of the Servuction Model?
servicescape
organization and systems
other customers
contact personnel
service providers
18) Servicescape consists of which of the following features:
personal artifacts
inanimate objects
signs
symbols
all of the above
19) The component of the Servuction Model over which most service firms have the least
control is:
servicescape
organization and systems
other customers
contact personnel
service providers
20) If an office did not schedule as many people as were needed during a busy period, which
of the following components of the Servuction Model has influenced the customer's
experience?
servicescape
organization and systems
other customers
contact personnel
service providers
21) A customer attempted to pay his bill with his American Express credit card; however, the
service firm did not accept American Express. Which of the following components of the
Servuction Model influenced the customer's experience?
servicescape
organization and systems
other customers
contact personnel
service providers
22) The demand for services marketing knowledge has increased for all of the following
reasons except:
the tremendous growth in service-sector employment
increasing service-sector contributions to the world economy
the deregulation of many service industries
the needed shift from industrial models of management to market-focused management
approaches
the decline in service sector jobs
SECTION B
1. Differentiate between Product and Services.
2. Explain the characteristics of services.
3. Explain the concept Service quality.
4. List out few services and explain its characteristics
5. Discuss the issues in services marketing.
SECTIONC
1. Define services marketing. Explain the strategies of services marketing.
2. Discuss the strategies for understanding the customer expectations and satisfy
them.
3. Explain the services marketing concept in detail.
UNIT II
SECTION A
1. All of the following are considered to be characteristics of the actual product
category or feature EXCEPT:
a. quality level.
b. installation.
c. brand name.
d. design.
2. Actual products may have as many as five characteristics. All of the following could
be considered to be among these characteristics EXCEPT:
a. a quality level.
b. features.
c. warranty.
d. a brand name.
3. The best illustration of an augmented product category or feature would be the:
a. brand name.
b. packaging.
c. warranty.
d. design.
4. Products purchased frequently, immediately, and with a minimum of comparison and
buying effort are called:
a. consumer products.
b. convenience products.
c. shopping products.
d. specialty products.
5. Products that the consumer usually compares with others on price, suitability,
quality, and style are typically called:
a. convenience products.
b. specialty products.
c. shopping products.
d. unsought products.
6. A(n) _____________ is a product bought by the final consumer for personal
consumption.
a. consumer product
b. industrial product
c. psychological product
d. stress-sensitive product
7. All of the following are characteristics of the convenience product EXCEPT:
a. low price.
b. mass promotion by the producer.
c. exclusive distribution.
d. frequent purchase, little planning, and little comparison.
8. The best illustration of a shopping product listed below would be:
a. a television.
b. a magazine.
c. fine crystal.
d. life insurance.
9. The best example of a specialty product listed below is that of a(n):
a. luxury good, such as a Rolex watch.
b. major appliance.
c. Red Cross blood donation.
d. laundry detergent.
10. Consumer goods with unique characteristics or brand identification often requiring
a special purchase effort are called:
a. custom products.
b. specialty products.
c. convenience products.
d. shopping products.
11. Consumer goods that the consumer does not know about or does not normally think
about buying are called:
a. custom products.
b. unsought products.
c. specialty products.
d. shopping products.
12. ____________________ are products bought by individuals and organizations for
further processing or for use in conducting a business.
a. Consumer products
b. Services
c. Industrial products
d. Specialty products
13. The primary distinction between a consumer product and an industrial product is
based on the ___________________.
a. cost
b. size
c. description
d. purpose for which the product is bought
14. Which of the following would not be one of the three major groups of industrial
products and services?
a. computer software for PCs
b. materials and parts
c. capital items
d. supplies and services
15. ____________ are industrial products that aid in the buyer’s production or
operations, including installations and accessory equipment.
a. Computer software goods
b. Materials and parts
c. Capital items
d. Supplies and services
16. ___________________ consists of activities undertaken to create, maintain, or
change the attitudes and behavior of target consumers toward an organization.
a. Nonprofit marketing
b. Services marketing
c. Organizational marketing
d. Cause-related marketing
17. Which of the following would be the best illustration of corporate image advertising?
a. A hospital listing its phone number in the Yellow Pages.
b. A university sending a catalog to a prospective student.
c. IBM using television to establish itself as the company to turn to for “e-Business
solutions.”
d. Nike employing Tiger Woods to promote golf balls.
18. When Michael Jordan and Tiger Woods use marketing to promote their careers and
improve their impact and incomes, they are using:
a. cause-related marketing.
b. idea marketing.
c. nonprofit marketing.
d. person marketing.
19. New York State shouts “I Love New York!” This would be an example of which
of the following forms of marketing?
a. cause-related marketing
b. idea marketing
c. corporate image advertising
d. place marketing
20. “Keep America Beautiful” and “Say No to Drugs” are forms of which type of
marketing listed below?
a. social marketing
b. place marketing
c. nonprofit marketing
d. organizational marketing
21. ___________ is one of the marketer’s major positioning tools.
a. Quantity
b. Quality
c. Cost
d. Size
22. As explained in the text, product quality means conformance quality—consistency
in delivering a target level of performance and:
a. no recalls for at least one year.
b. freedom from defects.
c. standard engineering specifications.
d. global standards, such as ISO 9000.
23. Beyond simply reducing product defects, the ultimate goal of total quality is to
improve:
a. distribution relationships.
b. promotional methods.
c. returns and allowances.
d. customer satisfaction and value.
24. One way to add customer value is through distinctive product style and design.
According to the text, all of the following companies have reputations for outstanding
style and design EXCEPT:
a. Jeep in SUVs.
b. Black & Decker in cordless appliances.
c. Steelcase in office furniture and systems.
c. Bose in audio equipment.
25. According to the text, _________ simply describes the appearance of a product.
a. style
b. design
c. feature
d. brand
1.
2.
3.
4.
5.
SECTION B
Define marketing mix and list out the elements of services marketing mix.
Discuss the strategies of services distributions.
Discuss the various tools of services promotions.
Explain the various channels of distribution for services
Define product planning, Explain the importance of product planning
SECTIONC
1. Explain the Marketing Mix for Services Marketing.
2. Discuss the steps in product planning for services
3. Explain the various pricing strategies for services marketing.
UNIT III
SECTION – A
1. If Steelcase office furniture company wanted to make office furniture that really met
the needs of its consumers and provided value to the consumer that was not just
“skin deep,” it would try to improve its products’ ________________.
a. design
b. style
c. performance
d. ambiance
2. A _______________ is a name, term, sign, symbol, or design, or a combination
of these, that identifies the maker or seller of a product or service.
a. product feature
b. sponsorship
c. brand
d. logo
3. When a brand has achieved an impressive reputation for loyalty, performance, and
quality, it can be said to have:
a. brand endurance.
b. brand equity.
c. brand bonding.
d. brand prestige.
4. All of the following are desirable qualities for a brand name EXCEPT:
a. it should suggest something about the product’s benefits and qualities.
b. it is best if it is a computer generated name (this gives it something that no one
else has).
c. it should be distinctive.
d. it should be capable of registration and legal protection.
5. Once chosen, the brand name must be protected. Many firms try to build a brand
name that will eventually become identified with the product category. However,
success may threaten the company’s rights to the name. Some brand names lose
their distinctiveness and become “generic” (any seller can use the name or term).
All of the following brand names are now considered to be “generic” EXCEPT:
(All of the brands have been put in lower case letters on purpose.)
a. yo-yo.
b. linoleum.
c. shredded wheat.
d. kleenex.
5. A manufacturer has four sponsorship options. A ________________ is a brand
created and owned by a reseller of a product or service.
a. licensed brand
b. manufacturer’s brand
c. private brand
d. co-brand
6. A private brand is a brand created and owned by:
a. a manufacturer of a product or service.
b. a reseller of a product or service.
c. an international cartel.
d. a private family business.
7. Sears created the Craftsman brand name for tools. This would be an example
of which of the following branding options?
a. licensed brand
b. manufacturer’s brand
c. private brand
d. co-brand
8. If Bubble-Right makes 50% of all bubble gum sold in the United States, but sells it
through middlemen who market the product under individual store brands, then
Bubble-Right is utilizing which type of brand-sponsorship?
a. licensed brand
b. manufacturer’s brand
c. private brand
d. co-brand
9. Sam’s Grocery demands promotional payments from most of its food and beverage
suppliers before it will guarantee them shelf space on premium aisles for new
products. This practice has recently received much scrutiny from the Federal Trade
Commission. The industry calls such promotional fees
or payments:
a. paybacks.
b. promos.
c. slotting fees.
d. new product fees.
10. If Mark Mars pays Hershey Foods Corporation for the right to use its name on his
line of T-shirts, then Mr. Mars is using which type of policy?
a. licensing
b. manufacturer’s branding
c. private branding
d. co-branding
11. ______________ is the practice of using the established brand names of two different
companies on the same product.
a. Licensed branding
b. National branding
c. Store branding
d. Co-branding
12. If Ford Motor Company and Eddie Bauer work together to design and sponsor a new
sport utility vehicle, then the companies are using which of the following brand
sponsorship options?
a. licensed branding
b. national branding
c. store branding
d. co-branding
13. All of the following would be possible advantages of co-branding EXCEPT:
a. combined brands create broader consumer appeal.
b. combined brands create greater brand equity.
c. combined brands always offer economies of scale and reduced prices.
d. combined brands allow a company to expand its existing brand into other
categories.
14. Using a successful brand name to introduce additional items in a given product
category under the same brand name (such as new flavors, forms, colors, added
ingredients, or package sizes) is called:
a. a line extension.
b. a brand extension.
c. multibranding.
d. new brands.
15. A company might introduce ________________ as a low-cost, low-risk way to
introduce new products in order to meet consumer desires for variety, to utilize
excess capacity, or simply to command more shelf space from resellers.
a. duobranding
b. line extensions
c. brand extensions
d. new brands
16. _______________ is a strategy of using a successful brand name to launch a new
or modified product in a new category.
a. Duobranding
b. Line extension
c. Brand extension
d. Multibranding
17. If Honda uses its company name to cover such different products as its automobiles,
lawn mowers, and motorcycles, it is practicing which of the following strategies?
a. new brand strategy
b. line extension strategy
c. multibrand strategy
d. brand extension strategy
18. Seiko watches cover many different buying motives, as well as desires for different
features. For example, higher-priced Seiko Lasalles cover the upper end of the
watch market, while Seiko’s Pulsar covers the lower end. The Lasalle and Pulsar
would be called:
a. bracket brands.
b. Hi-Lo brands.
c. flanker brands.
d. end-zone brands.
19. When a company enters a new product category for which its current brand names
are not appropriate, it will likely follow which of the following brand strategies?
a. product extensions
b. line extensions
c. brand extensions
d. new brands
20. If a company is following a branding policy of weeding out weaker brands and
only focusing their marketing dollars on brands that can achieve the number-one
or -two market share positions in their category, then the company is probably
pursuing a:
a. megabrand strategy.
b. metabrand strategy.
c. minibrand strategy.
d. brand elimination strategy.
21. ________________ is the activities of designing and producing the container or
wrapper for a product.
a. Labeling
b. Packaging
c. Product support services
d. Product line decisions
22. Traditionally, the primary function of the package was to:
a. promote the product.
b. introduce the product to a new market.
c. contain and protect the product.
d. describe the product and attract attention.
23. The first federal Act to control labels on packages (to ensure that no false,
misleading, or deceptive labels or packages were allowed) was the:
a. Robinson-Patman Act.
b. Sherman Antitrust Act.
c. Federal Trade Commission Act of 1914.
d. Lanham Act.
24. A group of products that are closely related because they function in a similar manner
is called a:
a. product line.
b. brand line.
c. brand family.
d. product position.
25. The number of items within the product line is identified as being the:
a. product line width.
b. product line strength.
c. product line length.
d. product line consistency.
1.
2.
3.
4.
5.
SECTION B
What do you mean by physical evidence?
Discuss the Role of people in services marketing.
What do you mean by internal communication?
Why physical evidence plays a crucial role in services marketing?
Give some examples of physical evidence.
SECTION C
1. Explain the role of communication in services marketing.
2. Explain the process of operations involved in services delivery.
3. Explain the role of Technology in Services marketing.
UNIT IV
SECTION A
1. _______________ occurs when a company lengthens its product line beyond its
current range.
a. Product line strength
b. Product line consistency
c. Product line mobility
d. Product line stretching
2. When a company lengthens its product line beyond its current range, it is engaged in:
a. brand extension.
b. product line stretching.
c. product line reduction.
d. product line filling.
3. Companies in the middle range of the market who wish to extend their product lines
to both the upper and the lower end are considering:
a. an upward stretch.
b. a downward stretch.
c. a stretch in both directions.
d. a middle-end stretch.
4. ________________ is the set of all product lines and items that a particular seller
offers for sale.
a. Product line
b. Product mix
c. Product allotment
d. Product choice
5. Product mix ________________ refers to the number of different product lines the
company carries.
a. width
b. depth
c. length
d. consistency
6. The total number of items that the company carries within its product lines refers to
the ___________ of the product mix.
a. width
b. depth
c. length
d. consistency
7. The number of different versions of each product offered in the product line is
called its:
a. width.
b. depth.
c. length.
d. consistency.
8. How closely related the various product lines are in end use, production requirements,
distribution channels, or in some other way is called:
a. width.
b. depth.
c. length.
d. consistency.
9. The characteristic of service meaning that it cannot be seen, tasted, felt, heard, or
smelled before being bought is called:
a. intangibility.
b. inseparability.
c. variability.
d. perishability.
10. The fact that services are sold, produced, and consumed at the same time refers to
which of the following service characteristics?
a. intangibility
b. inseparability
c. variability
d. perishability
11. The quality of a service depends on who provides it, as well as when, where,
and how it is provided. This is an example of which characteristic of services?
a. intangibility
b. inseparability
c. variability
d. perishability
73. The fact that a business traveler may have one very positive check-in experience at a
hotel and then a very negative check-in experience with a different employee on a
subsequent visit is evidence of service:
a. intangibility.
b. inseparability.
c. variability.
d. perishability.
8. The fact that services cannot be stored for later use or sale is evidence of their:
a. intangibility.
b. inseparability.
c. variability.
d. perishability.
9. Successful service companies focus their attention on both their customers and their
employees. They understand ___________________, which links service firm
profits with employee and customer satisfaction.
a. internal marketing
b. service-profit chains
c. interactive marketing
d. service differentiation
10. 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 provide customer satisfaction.
a. double-up marketing
b. internal marketing
c. interactive marketing
d. service marketing
11. __________________ means that service quality depends heavily on the quality of
the buyer-seller interaction during service encounters.
a. Double-up marketing
b. Internal marketing
c. Interactive marketing
d. Service marketing
12. The solution to price competition is to develop a differentiated:
a. product, price, and promotion.
b. offer, delivery, and image.
c. package and label.
d. international Web site.
13. Companies should take steps not only to provide good service every time but also
to recover from service mistakes when they do occur. The first step a manager
should take to ensure service quality is to:
a. empower front-line service employees.
b. always take back merchandise if requested.
c. offer a complaint hot line.
d. refer customers to the service policy found at the bottom of most sales receipts.
14.The manner in which “operational competitiveness” is embraced by various service firms
can be described by all the following stages except:
a) available for service
b) marketing and operations
c) journeyman
d) distinctive competencies achieved
e) world-class service delivery
15.Customers ultimately determine:
a) the type of demand
b) the levels of marketing effectiveness and operational efficiency
c) the cycle of demand
d) the length of the service experience
e) all of the above
SECTION B
1.
2.
3.
4.
5.
Define service quality.
How do you segment the market for a services?
What do you mean by financial services marketing mix?
Explain about RATER scale in service quality.
Discuss the importance of service quality.
SECTION C
1. Define service quality. How do you measure the service quality?
2. Discuss the strategies for targeting and positioning of services.
3. Explain the marketing mix for financial services.
UNIT V
SECTION A
1. The primary advantage to using a standardisation approach to marketing a
product in the international arena is: a. minimisation of costs (which can be
passed on to customers) b. more profit c. less service complaints d. less
product returns.
2. One of the disadvantages that a global marketer may have is
___________________. This would occur when too much standardisation
stifles initiative and experimentation at the local level. a. overcustomisation b.
overstandardisation c. technocracy d. group think
3. Differences in both the cultural and physical environment across countries
call for a _________________________ strategy. a. product and
communication extension — dual extension b. product invention c. product
extension — communications adaptation d. product and communications
adaptation — dual adaptation
4. The adoption rate for new products in countries with a ________________
population is usually faster than in countries with a highly diverse culture. a.
heterogeneous b. complex c. diverse d. homogeneous
5. A ____________ is a name, term, sign, symbol or combination of them
which is intended to identify the goods and services of one seller or group of
sellers and to differentiate them from those of competitors. a. trademark b.
patent c. brand d. figure
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6. Research from an advertising agency survey indicates that the number one
reason for standardising multinational advertising was to: a. take advantage of
demographics b. take advantage of cultural similarities between the countries
c. capitalise on the fact that the product was standardised d. create a single
brand image in all markets.
7. The global logistics process begins with which of the following? a. Finished
products ready for shipment b. Processing and assembly c. Physical
distribution d. Raw materials, components and supplies
8. With respect to distribution costs, a geographically large country will
normally incur more ______________________ costs than in smaller
countries such as Singapore. a. administration b. warehousing, customer
service/order entry, and general administration c. transportation and inventory
d. materials handling
9. All of the following are viable options for shipping products internationally
on a global basis (anywhere in the world) EXCEPT: a. ocean shipping b. air
freight c. cargo liner service d. truck.
10. By increasing ___________________ before imminent depreciation of a
currency instead of holding cash, the firm may reduce its exposure to currency
depreciation losses. a. buying power b. plant and equipment c. inventory d.
materials handling equipment (such as forklifts)
11. International logistics covers both the movement of raw materials and
components into a manufacturing plant as well as the movement of
_______________________________. a. raw materials around the world b.
finished products from the plant to a firm’s customers around the world c.
finished products back to the domestic plant d. raw materials into competitor’s
plants
12. The identification of an appropriate overseas market and an appropriate
segment involves grouping by all of the following criteria EXCEPT: a.
socioeconomic characteristics b. political and legal characteristics
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c. consumer variables d. service variables.
13. With respect to direct exporting, the primary difference between a foreign
sales subsidiary and a foreign sales branch is that the foreign sales branch: a. is
larger b. is smaller c. is not a separate legal entity d. uses home country
managers.
14. INCOTERMS is an acronym for __________________________, are the
internationally accepted standard definitions for the terms of sale by the
International Chamber of Commerce. a. Industrial Commercial Terms b.
Insurance Commercial Terms c. Irrevocable Commercial Terms d.
International Commercial Terms
15. A confirmed irrevocable letter of credit is issued by the ____________
bank and confirmed by a bank usually in the ____________ country. a.
importer’s, exporter’s b. exporter’s, importer’s c. investment, exporter’s d.
government’s, exporter’s
16. Another name for grey market channels is _________________. a.
positioned imports b. concentric marketing c. strategic entry imports d.
parallel imports
17. All of the following are drivers that govern global pricing decisions
EXCEPT: a. company b. customers c. controls d. competition.
18. Countries with low per-capita income are more __________ than in
developed countries. a. promotion sensitive b. price sensitive c. need sensitive
d. demand sensitive
19. The ____________________ is another driver of international pricing,
particularly relevant for Australia because of the distance to markets. a.
advertising regulation
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b. distribution channel c. price sensitivity d. price elasticity
20. Which of the following would be a good option to follow if lowering the
export price were the firm’s objective? a. Rearrange the distribution channel b.
Change the promotion c. Change the warranty provisions d. Give more of the
product in the package as an incentive to purchase
SECTION B
1. What do you mean by Globalization?
2.
3.
4.
5.
Explain international marketing.
Write down the advantages of global marketing.
What are all the key challenges for global marketing?
List out the factors influencing globalization.
SECTION C
1. Discuss the key decisions in global marketing.
2. Explain the recent trends in global marketing.
3. Discuss the services strategies in global marketing.