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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 2 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 3 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 4 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.