Paper/Subject Code: 46004/Marketing: Services Marketing
TYBMS SEM 5 :
Marketing:
Services Marketing
(Most Imp Objective Questions with Solution)
November 2018
Q1 A) Match the columns (any eight) 08
Column A | Column B |
1) Responsiveness | a) Parasuraman |
2) Physical Evidence | b) Line of visibility |
3) GAP model | c) People based services |
4) Service Encounter | d) Willingness to help |
5) Blueprinting | e) Distribution of service |
6) High contact | f) Moment of Truth |
7) Agents and brokers | g) Accept Variance |
8) GAP I | h) Communication gap |
9) Zone of Tolerance | i) Tangibles |
10) GAP IV | j) Knowledge gap |
Ans:
Column A | Column B |
1) Responsiveness | d) Willingness to help |
2) Physical Evidence | i) Tangibles |
3) GAP model | a) Parasuraman |
4) Service Encounter | f) Moment of Truth |
5) Blueprinting | b) Line of visibility |
6) High contact | c) People based services |
7) Agents and brokers | e) Distribution of service |
8) GAP I | j) Knowledge gap |
9) Zone of Tolerance | g) Accept Variance |
10) GAP IV | h) Communication gap |
Q.1 . (B)State where the following statements are true or false (any seven) (07)
1. A service is performed but not manufactured.
Ans: True
2. Penetration pricing strategy begins with low price and tend to increase with growth stage.
Ans: True
3. Price-plays no role in the marketing mix of a service.
Ans: False
4. Services can be stored.
Ans: False
5. Intangibility means several marketing challenges.
Ans: True
6. No customers are looking for value when they are buying a good or services.
Ans: False
7. Services can be distributed to the final consumers through electronic channels only.
Ans: False
8. Human resource is important for providing quality services to the service customers.
Ans: True
November 2019
Q.1. (A) Match the column (any Eight) (08)
Group A | Group B |
A Produced & consumed at same place | 1 Perishability |
B Services cannot be stored | 2 Customer involvement in process |
C People Based Services | 3 The graphical depiction of a service |
D Self Service | 4 Creates individuality in the product |
E Service Scape | 5 Service Marketing strategy |
F Blue print | 6 Labour intensive |
G Branding | 7. An instrument to measure customer satisfaction level |
H Service marketing triangle | 8. Setting standards |
1 SERVQUAL | 9 Physical environment of service |
J Benchmarking | 10 Inseparability |
Ans:
Group A | Group B |
A Produced & consumed at same place | 10 Inseparability |
B Services cannot be stored | 1 Perishability |
C People Based Services | 6 Labour intensive |
D Self Service | 2 Customer involvement in process |
E Service Scape | 9 Physical environment of service |
F Blue print | 3 The graphical depiction of a service |
G Branding | 4 Creates individuality in the product |
H Service marketing triangle | 5 Service Marketing strategy |
1 SERVQUAL | 7. An instrument to measure customer satisfaction level |
J Benchmarking | 8. Setting standards |
Q.1. (B) State where the following statements are true or false (any seven)
1. Teaching is a high contact service,
Ans: True
2. Services are Homogeneous.
Ans: False
3. Customers do not participate in the production process of services.
Ans: False
4. Services can be patented.
Ans: False
5. The role of Public Relations is to build and maintain image of service marketer.
Ans: True
6. SERVQUAL is developed by Parasuraman, Zeithaml and Berry.
Ans: True
7. Misleading claims hacked by poor service performance is one of the ethical issues in service marketing.
Ans: True
8. The transnational strategy is a combination of the global strategy, the multinational strategy and the international strategy
Ans: True
9. Price plays vital role in the marketing mix because it gives perception of the quality.
Ans: True
10, Process, price and people are e are the extended P's of marketing.
Ans: True
April 2019
Q1 A) Match the columns (any eight) 08
Column A | Column B |
1 Service | A Tangible aspect |
2 High Contact | B Line of visibility |
3 Service encounter | C Exception petal |
4 Physical Evidence | D Empathy |
5 Service Flower | E ITC |
6 Service Blueprint | F Enabling Promises |
7 Quality Dimension | G Moment of Truth |
8 Zone of Tolerance | H Intangible in Nature |
9 Internal Marketing | I People based |
10 Innovation in services | J Accept Variance |
Column A | Column B |
1 Service | H Intangible in Nature |
2 High Contact | I People based |
3 Service encounter | G Moment of Truth |
4 Physical Evidence | A Tangible aspect |
5 Service Flower | C Exception petal |
6 Service Blueprint | B Line of visibility |
7 Quality Dimension | D Empathy |
8 Zone of Tolerance | J Accept Variance |
9 Internal Marketing | F Enabling Promises |
10 Innovation in services | E ITC |
Q.1 (B) True or False (Attempt any 8) 08
1. Services cannot be owned, touched and stored.
Ans: True
2. Service Marketing Triangle developed by Philip Kotler.
Ans: False
3. Services are only people based.
Ans: False
4. A Service blueprint is a flowchart of service process.
Ans: True
5. Responsiveness refers to the willingness to help customers to provide prompt service.
Ans: True
6. Demand for services is not so volatile in nature.
Ans: False
7. The flower of service concept developed by Christopher Lovelock.
Ans: True
8. Service Gap model is divided into customer gap and employee gap.
Ans: False
9. Servicescape is landscape in which service is transacted.
Ans: True
10. Zone of tolerance is the gap between desired service and adequate service.
Ans: True
Q.1. (a) STATE WHETHER THE STATEMENTS ARE TRUE OR FALSE (Attempt any 8)
1. Services cannot be owned, touched and stored.
Ans: True
2. Service is performed and not manufactured.
Ans: True
3. Service Triangle was developed by Philip Kotler..
Ans: False
4. A stable political environment is essential for the growth of business.
Ans: True
5. The service firms in India are not affected by social cultural factors.
Ans: False
6. The family is the major influencer on consumer behavior.
Ans: True
7 . Zone of tolerance is the gap between desired services and adequate services.
Ans: True
8. The marketing mix concept was popularized by Prof. Jerome McCarthy.
Ans: True
9. Price plays no role in the marketing mix of services.
Ans: False
10. Global companies pursue integrated strategies.
Ans: True
November 2022
Q.1. (b) Select the correct answer from the given option given below: (Attempt any 7) (07)
1. __________ are co-producers of service.
a)customers
b) government
c) managers
2. The world economy is increasingly characterized as economy of ________
a)services
b) producers
c) manufacturers
3. The demand for travel, communication and information services has increased due to:
a) liberalization
b) globalization
c) modernization
4. _________ is the most important aspect for every customer.
a)popularity
b) reliability
c) brand image
5. The person who has a specific need and proposes to buy a particular service is called.
a)gatekeeper
b) influencer
c) initiator
6. The extent to which customers are willing to accept variation in service is called as:
a) Zone of tolerance
b) desired service
c) adequate service
7. Which of the following is difficult to evaluate ________
a) Teaching
b) Food
c) furniture
8. The nature of demand for services is always _________
a) Constant
b) Predictable
c)fluctuating
9. Equipment based services are: _________
a) High contact services
b) Low contact services
c) No contact services
April 2023
Q1. A) Answer true or false (any eight) 08
1) Services are not consumed and created simultaneously.
Ans: False
2) In habitual buying behaviour there is low involvement of the consumer and there are few differences between brands.
Ans: True
3) Internal marketing represents the promise which organizations make to their customers with reference to different products and services.
Ans: False
4) Market segmentation is clubbing of market into groups.
Ans: False
5) Undifferentiated segment means no recognition of distinct segment.
Ans: True
6) Process, price and people are the extended P's of marketing.
Ans: True
7) Airports, hospitals are low contact services.
Ans: False
8) Process in services refer to the actual procedures, mechanisms, and flow of activities by which the service is delivered.
Ans: True
9 ) Customer action takes place between line of visibility and line of interaction.
Ans: False
10) Service recovery efforts play a crucial role in achieving and restoring customer satisfaction.
Ans: True
Q1 B) Match the columns (any seven) 07
Column A | Column B |
1) High involvement | a) services cape & atmospheric |
2) Service gap | b) Knowledge gap |
3) Customer Involvement | c) perception gap |
4) Physical evidence | d) complex buying behavior |
5) Gap I | e) variation in adequate & desired service |
6) Franchising | f) Un-ethical Practice |
7) External marketing | g) motivates consumers |
8) Zone of tolerance | h) distribution of service |
9) Gap V | i) promise to the customer |
10) Distortion of facts service | j) difference between expected & perceived |
Ans:
Column A | Column B |
1) High involvement | d) complex buying behavior |
2) Service gap | j) difference between expected & perceived |
3) Customer Involvement | g) motivates consumers |
4) Physical evidence | a) services cape & atmospheric |
5) Gap I | b) Knowledge gap |
6) Franchising | h) distribution of service |
7) External marketing | i) promise to the customer |
8) Zone of tolerance | e) variation in adequate & desired service |
9) Gap V | c) perception gap |
10) Distortion of facts service | f) Un-ethical Practice |
November 2023
Q1. A) Choose the correct option from the multiple choices (any Eight) (08)
1) When services do not have any accompanying goods they are called,
a) Intangible goods
b) Tangible services
c) Pare services
d) perishable services
2) Qualities are difficult or impossible to evaluate even after consumption or usage
a) Experience
b) Credence
c) Search
d) none of the above
3) Internal marketing is also referred to as __________ the promise.
a) Setting
b) delivering
c) Enabling
d) keeping
4) Service gap is the gap between expected service and ________ service.
a) Future
b) desired
c) adequate
d) perceived
5) Zeithmal developed research tool called ________ to measure customer satisfaction and understand how customer perceives value in a service.
a) Gap model
b) Zone of tolerance
c) service triangle
d) SERVQUAL model
6) "Unused or underutilized services are economic waste is a result" of ________ characteristic of service
a) Perishable
b) heterogenous
c) inseparable
d) transferable
7) Which of the following is not a tangible dominant.
a) Soap
b) automobile
c) mobile phone
d) investment banking
8) The service marketing triangle suggests that there are _________ type of marketing that must be successfully carried.
a) 2
b)3
c) 4
d) None of the a above
9) When level of involvement is temporary in nature & is specific to a particular need it is called as _______ involvement.
a) Enduring
b) Situational
c) habitual
d) continuous
10) _______ pricing method encourages a customer to to expand his dealings with the service provider
a) Bundling
b) Relationship
c) benefit driven
d) Flat rate
B) Answer true or false (any seven) (07)
1)Physical evidence is not an extended "P" of service marketing
Ans: False
2) Moment of truth is a service encounter where the customer interacts face to face with the service provider.
Ans: True
3) Spamming is not always considered an unethical practice in service marketing
Ans: False
4) Two services are not the same that means they are Inseparable.
Ans: False
5) Services can be branded but cannot be patented.
Ans: True
6) Supplementary services provide the necessary differentiation and enhances valse and appeal of the cure service
Ans: True
7) Customers do not participate in the production process of the service
Ans: False
8) A blue print should crone a script for the employees as well as the customers that can help in identifying potential problems s or failures
Ans: True
9) Customer action takes pl place between line of visibility and line of interaction.
Ans: False
10) Car rentals, vending machines and telecommunications are highly tangible services.
Ans: False
Q.1.A. Choose the appropriate alternative and fill in the blanks (any 8) (8)
1. What is a key characteristic of services?
A) Tangibility
B) Inconsistency
C) Durability
D) Ownership
2. Which of the following is an example of a service?
A) Smartphone
B) Restaurant meal
C) Hook
D) Furniture
3. What does the term "service quality" refer to?
A) The tangible aspects of a service
B) The customer's perception of the service
C) The price of the service
D) The number of services offered
4. Which of the following is NOT one of the 7 Ps of service marketing?
A) Product
B) Process
C) People
D) Packaging
5. In the service marketing mix, what does "people" refer to?
A) The target market
B) The service environment
C) Employees and customers
D) Competitors
6. What is "service recovery"?
A) The process of improving service efficiency
B) The actions taken to rectify a service failure
C) The marketing of new services
D) The analysis of customer feedback
7. What is "perishability" in the context of services?
A) Services can be stored for later use
B) Services cannot be inventoried
C) Services have a fixed price
D) Services can be produced in bulk
8. Which of the following is a method for measuring service quality?
A) SWOT analysis
B) SERVQUAL model
C) PEST analysis
D) BCG matrix
9. What is the main focus of internal marketing?
A) Attracting new customers
B) Retaining existing customers
C) Empowering employees
D) Increasing profit margins
10.In service marketing, what does "service blueprinting" refer to?
A) The financial planning for service delivery
B) A detailed mapping of service processes
C) The marketing strategy for new services
D) The design of physical service locations
Q.1.B. State True or False (Any Seven) (7)
1. Services are tangible products that can be touched and stored.
Ans: False
2. Inseparability means that services are produced and consumed simultaneously.
Ans: True
3. Service quality is solely determined by the price of the service.
Ans: False
4. Internal marketing focuses on training and motivating employees to provide better service.
Ans: True
5. Services usually cannot be patented because they are intangible except new and nonobvious
Ans: True
6. Service recovery strategies are not necessary if a service failure is infrequent
Ans: False
7. The SERVQUAL model measures service quality based on customer perceptions and expectations.
Ans: True
8. Service blueprints are useful for visualizing the customer journey and identifying potential service failures.
Ans: True
9. Employees play a critical role in delivering services and influencing customer satisfaction.
Ans: True
10. Customer feedback is irrelevant in service marketing as services are always standardized
Ans: False
Q.1.A. Choose the appropriate alternative and fill in the blanks (Any 8) (08)
1. Service marketing become difficult because of _________
a. Intangibility
b. No demand
c. More complex market
d. Difficult to enter market
2. Service are characterized by all of the following characteristics except for ________
a. Intangibility
b. Homogeneity
c. Perishability
d. Inseparability
3. Green marketing is a part of _________
a. Social marketing
b. Service marketing
c. Relationship marketing
d. Rural marketing
4. Customer satisfaction can be defined by comparing ________
a. Predicted service and perceived service
b. Predicted service and desired service
c. Desired service and perceived service
d. Adequate service and perceived service
5. Which of the following is not a service?
a. Insurance
b. Mail delivery
c. Medical checkup
d. None of these
6. A buyer's perception of value is considered a trade-off between _______
a. Product value and psychic cost
b. Total customer value and total customer cost
c. Image value & monetary cost
d. Service value and monetary cost
7. Solutions used to minimize the marketing problems attributed to heterogeneity include _______
a. Standardizing the service
b. Using multi-site location
c. Stressing tangible clues
d. None of these
8. Which of the following is not an objectives of service marketing?
a. Promoting customer satisfaction
b. Building trust
c. Establish uniform price
d. None of these
9. Which of the following is not included in seven Ps of the marketing mix given by Booms and Bitner?
a. Process
b. People
c. Politics
d. Physical evidence
10. The following is not ways in which intangibility can be overcome
a. Visualization
b. Association
c. Documentation
d. Situation
Q.1.B. State True or False (Any 7) (7)
1. Intangibility is the primary characteristics that distinguishes services from goods
Ans: True
2. Service encounter is a part of day to day work for the services providers.
Ans: True
3. Customers should be treated royally as they are termed as king in marketing.
Ans: True
4. Empathy is the key quality parameter in service.
Ans: True
5. Service providers often rely more on personal selling than product marketers.
Ans: True
6. Services can be returned or exchanged like physical products.
Ans: False
7. The concept of perishability in service marketing means that services cannot be stored for later use.
Ans: True
8. Customer experience plays a crucial role in service marketing strategies.
Ans: True
9. Technology plays no significant role in service delivery and marketing strategies.
Ans: False
10. Intangibility is a unique characteristic of services that affects how they are marketed.
Ans: True
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