Professional Documents
Culture Documents
True/False
Question Consumers differ as to which service/product attributes they see as important and pay
the most attention to the brands that will deliver the sought benefits.
Correct Answer True
Your Answer True
True/False
Question Coupons cannot be printed on the backs of ATM receipts.
Correct Answer False
Your Answer True
True/False
Question Goods are sold first and then produced and consumed simultaneously.
Correct Answer False
Your Answer False
Application of service blue print Computer systems analysis Top down and bottom up approach
Service blue print Top down and bottom up approach Computer systems analysis
Service operation Service personnel & physical facilities. Service personnel & physical facilities.
Servuction Model Visible & invisible factors Visible & invisible factors
FedEx Corporation All the sides of a triangle well aligned. All the sides of a triangle well aligned.
The inanimate environment All the non living features of service encounter. All the non living
features of service encounter.
True/False
Question The benefit from source brand strategy lies in its ability to provide a two tiered sense of
difference and depth.
Correct Answer True
Your Answer True
True/False
Question Frontline employees are key to a brand's success.
Correct Answer True
Your Answer True
True/False
Question In service development of new tangible products it involves construction of product
prototypes & testing for consumer acceptance.
Correct Answer True
Your Answer True
Multiple Choice Single Answer
Question This phenomenon is inherent in the luxury goods sector :-
Correct Answer Brand Extension
Your Answer Line extension
True/False
Question Responsiveness does refers to non willingness to help customers.
Correct Answer False
Your Answer False
True/False
Question For a retailer, brand is a means and not a necessity.
Correct Answer True
Your Answer True
True/False
Question Services are intangibles.
Correct Answer True
Your Answer True
True/False
Question Well dressed individuals are perceived as more intelligent, better workers and more
pleasant to engage in interactions.
Correct Answer True
Your Answer True
True/False
Question A brand should strive to create a sense of community.
Correct Answer True
Your Answer True
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
True/False
Question Horizontal extension of a brand is less of a handicap than vertical extension by which
brands try to cover all levels of quality and status.
Correct Answer True
Your Answer False
True/False
Question A shelf without the favourite market brands is unattractive in the eyes of the customers.
Correct Answer True
Your Answer True
True/False
Question Services can easily stored.
Correct Answer False
Your Answer False
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
True/False
Question Service industry is a zero growth industry.
Correct Answer False
Your Answer False
True/False
Question Services are sold first and then produced and consumed simultaneously.
Correct Answer True
Your Answer True
True/False
Question Blue printing offers an excellent way to understand customer's service experience.
Correct Answer False
Your Answer True
True/False
Question The corporate culture must reinforce the brand essence, promise and personality.
Correct Answer True
Your Answer True
True/False
Question There is an ambiguity between the roles of the principal and its intermediaries when
'empowerment' is the chosen strategy.
Correct Answer True
Your Answer True
True/False
Question Brand stature is a combination of esteem and knowledge.
Correct Answer True
Your Answer True
True/False
Question Service pricing strategies are often unsuccessful.
Correct Answer True
Your Answer True
True/False
Question For services all three marketing activities represented by the sides of triangle are critical
to success.
Correct Answer True
Your Answer True
True/False
Question A strong company name attached to a new product, transfers positive association and
provides confidence and incentive to trial.
Correct Answer True
Your Answer True
True/False
Question The pricing of services is difficult.
Correct Answer True
Your Answer True
True/False
Question Too much crowding of ads leads to customer ignoring ads or not registering in the mind.
Correct Answer True
Your Answer True
CIT Methodology Collecting critical incidents data. Collecting critical incidents data.
True/False
Question A strong company name attached to a new product, transfers positive association and
provides confidence and incentive to trial.
Correct Answer True
Your Answer True
Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services
Example of purchasing space from another provider Shopper's stop in a big shopping mall
Shopper's stop in a big shopping mall
Problems with intermediaries Difficulty controlling quality and consistency across outlets
Difficulty controlling quality and consistency across outlets
Channel conflict occurs when Service principal and intermediaries are too dependent Service
principal and intermediaries are too dependent
True/False
Question Servuction Model used to illustrate the factors that influence the service experience are
visible & invisible to customers.
Correct Answer True
Your Answer True
True/False
Question Product planners need to include three components in the design of the service offering.
Correct Answer True
Your Answer True
True/False
Question For a retailer, brand is a means and not a necessity.
Correct Answer True
Your Answer True
True/False
Question The vandals resort to physical abuse or damage of property.
Correct Answer True
Your Answer True
True/False
Question The firm do not collects & documents complaints from customers.
Correct Answer False
Your Answer False
True/False
Question Re-engineering is one of the most difficult strategies to implement in organisations that
are traditional.
Correct Answer True
Your Answer True
True/False/
Question Profound customer knowledge is essential to building winning brands
Correct Answer True
Your Answer True
True/False
Question Services are intangibles.
Correct Answer True
Your Answer True
Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services
Example of purchasing space from another provider Shopper's stop in a big shopping mall
Shopper's stop in a big shopping mall
Problems with intermediaries Difficulty controlling quality and consistency across outlets
Difficulty controlling quality and consistency across outlets
Channel conflict occurs when Service principal and intermediaries are too dependent Service
principal and intermediaries are too dependent
True/False
Question Servuction Model used to illustrate the factors that influence the service experience are
visible & invisible to customers.
Correct Answer True
Your Answer True
True/False
Question Product planners need to include three components in the design of the service offering.
Correct Answer True
Your Answer True
True/False
Question The pricing of services is difficult.
Correct Answer True
Your Answer False
True/False
Question For a retailer, brand is a means and not a necessity.
Correct Answer True
Your Answer True
True/False
Question The vandals resort to physical abuse or damage of property.
Correct Answer True
Your Answer True
True/False
Question The firm do not collects & documents complaints from customers.
Correct Answer False
Your Answer False
True/False
Question Re-engineering is one of the most difficult strategies to implement in organisations that
are traditional.
Correct Answer True
Your Answer True
True/False
Question Profound customer knowledge is essential to building winning brands
Correct Answer True
Your Answer True
True/False
Question Services are intangibles.
Correct Answer True
Your Answer True
True/False
Question Servuction Model used to illustrate the factors that influence the service experience are
visible & invisible to customers.
Correct Answer True
Your Answer True
True/False
Question Levels of customer contact is used as variable in services classification.
Correct Answer True
Your Answer True
Service operation Service personnel & physical facilities. Service personnel & physical facilities.
Servuction Model Visible & invisible factors Visible & invisible factors
FedEx Corporation All the sides of a triangle well aligned. All the sides of a triangle well aligned.
The inanimate environment All the non living features of service encounter. All the non living
features of service encounter.
True/False
Question Advertising and public relations can be effective in encouraging evaluation and trial.
Correct Answer False
Your Answer True
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 The corporate culture must reinforce the brand essence, promise and personality.
Correct Answer True
Your Answer True
True/False
Question Service industry is a zero growth industry.
Correct Answer False
Your Answer False
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
True/False
Question Front office automation has also revolutionised the sales function.
Correct Answer True
Your Answer True
True/False
Question Reflecting the customer as he or she is the target.
Correct Answer False
Your Answer True
True/False
Question Well dressed individuals are perceived as more intelligent, better workers and more
pleasant to engage in interactions.
Correct Answer True
Your Answer True
True/False
Question Growth in service sector is due to launch of new products.
Correct Answer True
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 Multiple Answer
Question Countries who are members of SUPER BRAND are:-
Correct Answer India , Hong Kong , Australia
Your Answer India , Hong Kong , Australia
True/False
Question The benefit from source brand strategy lies in its ability to provide a two tiered sense of
difference and depth.
Correct Answer True
Your Answer True
True/False
Question Servuction Model used to illustrate the factors that influence the service experience are
visible & invisible to customers.
Correct Answer True
Your Answer True
True/False
Question Internal procedures must support quality service performance.
Correct Answer True
Your Answer True
True/False
Question The interbrand approach measures the consumer's perception of the brand which is
critical for marketing decision making.
Correct Answer False
Your Answer False
True/False
Question Brand stature is a combination of esteem and knowledge.
Correct Answer True
Your Answer True
True/False
Question Empathy is non ability to provide caring individualized attention the firm provides its
customers.
Correct Answer False
Your Answer False
True/False
Question A strong company name attached to a new product, transfers positive association and
provides confidence and incentive to trial.
Correct Answer True
Your Answer True
True/False
Question Service pricing strategies are often unsuccessful.
Correct Answer True
Your Answer True
The inanimate environment All the non living features of service encounter. All the non living
features of service encounter.
Service operation Service personnel & physical facilities. Service personnel & physical facilities.
Servuction Model Visible & invisible factors Visible & invisible factors
FedEx Corporation All the sides of a triangle well aligned. All the sides of a triangle well aligned.
True/False
Question Stimulus Response approach and Formula approach takes into consideration customer
questions and individual customer needs.
Correct Answer False
Your Answer False
True/False
Question Reflection provides a model with which to identify.
Correct Answer True
Your Answer True
True/False
Question Two major dimensions of Y & R model are: leadership and stability.
Correct Answer False
Your Answer True
Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services
Example of purchasing space from another provider Shopper's stop in a big shopping mall
Shopper's stop in a big shopping mall
Problems with intermediaries Difficulty controlling quality and consistency across outlets
Difficulty controlling quality and consistency across outlets
Channel conflict occurs when Service principal and intermediaries are too dependent Service
principal and intermediaries are too dependent
True/False
Question For services all three marketing activities represented by the sides of triangle are critical
to success.
Correct Answer True
Your Answer True
True/False
Question Product planners need to include three components in the design of the service offering.
Correct Answer True
Your Answer True
True/False
Question Responsiveness does refers to non willingness to help customers.
Correct Answer False
Your Answer False
True/False
Question Relationship Research does not involve comprehensive approach on all aspects of
customers relationship with the service.
Correct Answer False
Your Answer False
True/False
Question A complex service might be introduced without any formal objective depiction of the
process.
Correct Answer True
Your Answer False
True/False
Question There is an ambiguity between the roles of the principal and its intermediaries when
'empowerment' is the chosen strategy.
Correct Answer True
Your Answer True
True/False
Question Horizontal extension of a brand is less of a handicap than vertical extension by which
brands try to cover all levels of quality and status.
Correct Answer True
Your Answer True
Access Does the airline have 24 hour toll free phone number? Does the airline have 24 hour toll free
phone number?
Customer Gap Focus of the Gap Model Focus of the Gap Model
Credibility Does Hospital have a good reputation? Does Hospital have a good reputation?
Security Is it safe to use the banks ATMs at night? Is it safe to use the banks ATMs at
night?
True/False
Question Promotions reduce the risk of first time purchase for customers and encourages trial.
Correct Answer True
Your Answer True
True/False
Question The corporate culture must reinforce the brand essence, promise and personality.
Correct Answer True
Your Answer True
True/False
Question Customers who are attracted by cut-price offers cannot easily be enticed away by
another offer from a competitor.
Correct Answer False
Your Answer False
True/False
Question Levels of customer contact is used as variable in services classification.
Correct Answer True
Your Answer True
True/False
Question Profound customer knowledge is essential to building winning brands
Correct Answer True
Your Answer True
True/False
Question Control can have negative ramifications within intermediaries.
Correct Answer True
Your Answer True
True/False
Question Services are not patentable.
Correct Answer True
Your Answer True
Select The Blank
Question Time, Fatigue, Negative feelings etc are the ________ costs of service.
Correct Answer Non-financial
Your Answer Psychological
True/False
Question Market value method is used when valuing your own brand image for inclusion in the
balance sheet.
Correct Answer False
Your Answer False
True/False
Question The business strategy in a production line organisation is one of Differentiation and
Customisation.
Correct Answer False
Your Answer True
Speed and delivery of services is a issue due to Heterogeneity nature. Heterogeneity nature.
Inseparability refers to The involvement of other customers in the service production process. The
involvement of other customers in the service production process.
True/False
Question A strong company name attached to a new product, transfers positive association and
provides confidence and incentive to trial.
Correct Answer True
Your Answer True
Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services
Example of purchasing space from another provider Shopper's stop in a big shopping mall
Shopper's stop in a big shopping mall
Problems with intermediaries Difficulty controlling quality and consistency across outlets
Difficulty controlling quality and consistency across outlets
Channel conflict occurs when Service principal and intermediaries are too dependent Service
principal and intermediaries are too dependent
Multiple Choice Single Answer
Question Services faces difficulties in :-
Correct Answer Displaying
Your Answer Fabricating
True/False
Question Servuction Model used to illustrate the factors that influence the service experience are
visible & invisible to customers.
Correct Answer True
Your Answer True
True/False
Question Product planners need to include three components in the design of the service offering.
Correct Answer True
Your Answer True
True/False
Question The pricing of services is difficult.
Correct Answer True
Your Answer False
True/False
Question For a retailer, brand is a means and not a necessity.
Correct Answer True
Your Answer True
True/False
Question The vandals resort to physical abuse or damage of property.
Correct Answer True
Your Answer True
True/False
Question The firm do not collects & documents complaints from customers.
Correct Answer False
Your Answer False
True/False
Question Re-engineering is one of the most difficult strategies to implement in organisations that
are traditional.
Correct Answer True
Your Answer True
True/False
Question Profound customer knowledge is essential to building winning brands
Correct Answer True
Your Answer True
True/False
Question Services are intangibles.
Correct Answer True
Your Answer True
Multiple Choice Multiple Answer
Question Advantages of Umbrella brand are:
Correct Answer Capitalisation on one single name , Economies of scale on an international level
Your Answer Capitalisation on one single name , Economies of scale on an international level
True/False
Question Gap Model is developed by Zeithaml & Bitner.
Correct Answer True
Your Answer True
True/False
Question Front office automation has also revolutionised the sales function.
Correct Answer True
Your Answer True
Select The Blank
Question Perishability refers to the service provider's inability to ________.
Correct Answer Inventory services.
Your Answer Inventory services.
True/False
Question Service industry is a zero growth industry.
Correct Answer False
Your Answer False
Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services
Example of purchasing space from another provider Shopper's stop in a big shopping mall
Shopper's stop in a big shopping mall
Problems with intermediaries Difficulty controlling quality and consistency across outlets
Difficulty controlling quality and consistency across outlets
Channel conflict occurs when Service principal and intermediaries are too dependent Service
principal and intermediaries are too dependent
True/False
Question Services are deeds and efforts.
Correct Answer True
Your Answer False
True/False
Question A multi brand policy can stop any new competitor's entering a market.
Correct Answer True
Your Answer True
True/False
Question The interbrand approach measures the consumer's perception of the brand which is
critical for marketing decision making.
Correct Answer False
Your Answer False
True/False
Question Service development, design & delivery are intricately intertwined, hence they should not
work together.
Correct Answer True
Your Answer False
Access Does the airline have 24 hour toll free phone number? Does the airline have 24 hour toll free
phone number?
Customer Gap Focus of the Gap Model Focus of the Gap Model
Credibility Does Hospital have a good reputation? Does Hospital have a good reputation?
Security Is it safe to use the banks ATMs at night? Is it safe to use the banks ATMs at
night?
Service operation Service personnel & physical facilities. Service personnel & physical facilities.
Servuction Model Visible & invisible factors Visible & invisible factors
FedEx Corporation All the sides of a triangle well aligned. All the sides of a triangle well aligned.
The inanimate environment All the non living features of service encounter. All the non living
features of service encounter.
True/False
Question The value of a brand depreciates if there are no inflows in the form of value addition to
the brand.
Correct Answer True
Your Answer True
True/False
Question Servuction Model used to illustrate the factors that influence the service experience are
visible & invisible to customers.
Correct Answer True
Your Answer True
True/False
Question Consumers differ as to which service/product attributes they see as important and pay
the most attention to the brands that will deliver the sought benefits.
Correct Answer True
Your Answer True
Select The Blank
Question Many companies have adopted the idea that employees are also ________ of the
organisation.
Correct Answer Customers
Your Answer Customers
True/False
Question Services are intangibles.
Correct Answer True
Your Answer True
True/False
Question The displaying or communicating of services are very easy.
Correct Answer False
Your Answer False
True/False
Question In service development of new tangible products it involves construction of product
prototypes & testing for consumer acceptance.
Correct Answer True
Your Answer True
True/False
Question Services can easily stored.
Correct Answer False
Your Answer False
True/False
Question Re-engineering is one of the most difficult strategies to implement in organisations that
are traditional.
Correct Answer True
Your Answer True
True/False
Question Brand identity focuses too much on brand appearance and not enough on brand
essence.
Correct Answer False
Your Answer True
True/False
Question Too much crowding of ads leads to customer ignoring ads or not registering in the mind.
Correct Answer True
Your Answer True
Multiple Choice Multiple Answer
Question The gap exists in service quality due to :-
Correct Answer Difference in customer expectation. , Difference in receipt of service by customer.
, Non selection of right service standards.
Your Answer Difference in customer expectation. , Difference in receipt of service by customer. , Non
selection of right service standards.
True/False
Question Consumers differ as to which service/product attributes they see as important and pay
the most attention to the brands that will deliver the sought benefits.
Correct Answer True
Your Answer True
True/False
Question Front office automation has also revolutionised the sales function.
Correct Answer True
Your Answer True
Disadvantages of Line Extension Brand name losing its specific meaning Brand name losing its
specific meaning
Innovation Brand up to date and respond to changes in customer tastes and expectations Brand
up to date and respond to changes in customer tastes and expectations
Brand Extension Results from concentration of efforts on a few brands Results from
concentration of efforts on a few brands
True/False
Question Well dressed individuals are perceived as more intelligent, better workers and more
pleasant to engage in interactions.
Correct Answer True
Your Answer True
True/False
Question Coupons cannot be printed on the backs of ATM receipts.
Correct Answer False
Your Answer False
True/False
Question Distributing an innovation to all brands minimises the ability to justify a premium price for
the top innovative brand.
Correct Answer True
Your Answer True
True/False
Question Re-engineering is one of the most difficult strategies to implement in organisations that
are traditional.
Correct Answer True
Your Answer True
Multiple Choice Multiple Answer
Question Negative critical incidents resolved have great potential for :-
Correct Answer Increasing brand loyalty. , Increased brand preference. , Increasing customer
loyalty.
Your Answer Increasing brand loyalty. , Increased brand preference. , Increasing customer loyalty.
True/False
Question Service culture can be developed quickly.
Correct Answer False
Your Answer False
Research objective for service To monitor & track service performance. To monitor & track service
performance.
Criteria for effective research programme Includes qualitative & quantitative research
Includes qualitative & quantitative research
True/False
Question Two major dimensions of Y & R model are: leadership and stability.
Correct Answer False
Your Answer True
True/False
Question Services can easily stored.
Correct Answer False
Your Answer False
The inanimate environment All the non living features of service encounter. All the non living
features of service encounter.
Service operation Service personnel & physical facilities. Service personnel & physical facilities.
Servuction Model Visible & invisible factors Visible & invisible factors
FedEx Corporation All the sides of a triangle well aligned. All the sides of a triangle well aligned.
Multiple Choice Single Answer
Question Augmented product refers to :-
Correct Answer Extended product.
Your Answer Extended product.
True/False
Question Re-engineering is one of the most difficult strategies to implement in organisations that
are traditional.
Correct Answer True
Your Answer True
True/False
Question Service pricing strategies are often unsuccessful.
Correct Answer True
Your Answer True
Access Does the airline have 24 hour toll free phone number? Does the airline have 24 hour toll free
phone number?
Customer Gap Focus of the Gap Model Focus of the Gap Model
Credibility Does Hospital have a good reputation? Does Hospital have a good reputation?
Security Is it safe to use the banks ATMs at night? Is it safe to use the banks ATMs at
night?
True/False
Question A multi brand policy can stop any new competitor's entering a market.
Correct Answer True
Your Answer True
True/False
Question Brand strength is a combination of differentiation and relevance.
Correct Answer True
Your Answer True
True/False
Question Services are intangibles.
Correct Answer True
Your Answer True
True/False
Question A strong company name attached to a new product, transfers positive association and
provides confidence and incentive to trial.
Correct Answer True
Your Answer True
True/False
Question Gap Model is developed by Zeithaml & Bitner.
Correct Answer True
Your Answer True
True/False
Question Critical study are not useful as alternatives to complaint solicitation.
Correct Answer False
Your Answer False
True/False
Question Closing the customer gap is not the outcome of Gap Model.
Correct Answer False
Your Answer False
--
True/False
Question Building a blue print is not a task that can be assigned to one person or one functional
area.
Correct Answer True
Your Answer True
True/False
Question For a retailer, brand is a means and not a necessity.
Correct Answer True
Your Answer True
True/False
Question For services all three marketing activities represented by the sides of triangle are critical
to success.
Correct Answer True
Your Answer True
True/False
Question A brand should strive to create a sense of community.
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
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 External brand building is essential to internal brand building.
Correct Answer False
Your Answer True
CIT Methodology Collecting critical incidents data. Collecting critical incidents data.
True/False
Question Building a blue print is not a task that can be assigned to one person or one functional
area.
Correct Answer True
Your Answer True
True/False
Question For a retailer, brand is a means and not a necessity.
Correct Answer True
Your Answer True
True/False
Question For services all three marketing activities represented by the sides of triangle are critical
to success.
Correct Answer True
Your Answer True
True/False
Question A brand should strive to create a sense of community.
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
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 External brand building is essential to internal brand building.
Correct Answer False
Your Answer True
CIT Methodology Collecting critical incidents data. Collecting critical incidents data.
True/False
Question Extensions can be made in all directions.
Correct Answer False
Your Answer False
True/False
Question Goods are sold first and then produced and consumed simultaneously.
Correct Answer False
Your Answer True
True/False
Question Empathy is non ability to provide caring individualized attention the firm provides its
customers.
Correct Answer False
Your Answer True
True/False
Question Services are sold first and then produced and consumed simultaneously.
Correct Answer True
Your Answer True
True/False
Question Service development, design & delivery are intricately intertwined, hence they should not
work together.
Correct Answer True
Your Answer True
Brand equity measure First recall awareness Awareness, relevant differentiation, emotional
connection
True/False
Question The interbrand approach measures the consumer's perception of the brand which is
critical for marketing decision making.
Correct Answer False
Your Answer False
True/False
Question The classic concept of Branding leads to an increasing number of brand.
Correct Answer True
Your Answer True
True/False
Question The quarrelsome refers to those misbehaving customers who quarrel with other
customers or with their own group members.
Correct Answer False
Your Answer False
True/False
Question Blue prints can be used to isolate failure points or bottlenecks in the service process
Correct Answer True
Your Answer True
True/False
Question Stimulus Response approach and Formula approach takes into consideration customer
questions and individual customer needs.
Correct Answer False
Your Answer False
True/False
Question One of the problem encountered with Range product strategy is of brand opacity.
Correct Answer True
Your Answer True
Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services
Example of purchasing space from another provider Shopper's stop in a big shopping mall
Shopper's stop in a big shopping mall
Problems with intermediaries Difficulty controlling quality and consistency across outlets
Difficulty controlling quality and consistency across outlets
Channel conflict occurs when Service principal and intermediaries are too dependent Service
principal and intermediaries are too dependent
True/False
Question Market value method is used when valuing your own brand image for inclusion in the
balance sheet.
Correct Answer False
Your Answer False
True/False
Question The quarrelsome refers to those misbehaving customers who quarrel with other
customers or with their own group members.
Correct Answer False
Your Answer True
True/False
Question Profound customer knowledge is essential to building winning brands
Correct Answer True
Your Answer True
True/False
Question Customers who are attracted by cut-price offers cannot easily be enticed away by
another offer from a competitor.
Correct Answer False
Your Answer False
True/False
Question Promotions reduce the risk of first time purchase for customers and encourages trial.
Correct Answer True
Your Answer True
True/False
Question Service industry is a zero growth industry.
Correct Answer False
Your Answer False
True/False
Question The bankrupt run out of cash & end up in default of payment.
Correct Answer True
Your Answer True
True/False
Question The firm do not collects & documents complaints from customers.
Correct Answer False
Your Answer False
True/False
Question Product planners need to include three components in the design of the service offering.
Correct Answer True
Your Answer True
True/False
Question The vandals resort to physical abuse or damage of property.
Correct Answer True
Your Answer True
True/False
Question A shelf without the favourite market brands is unattractive in the eyes of the customers.
Correct Answer True
Your Answer True
Speed and delivery of services is a issue due to Heterogeneity nature. Heterogeneity nature.
Inseparability refers to The involvement of other customers in the service production process. The
involvement of other customers in the service production process.
Match The Following
Question Correct Answer Your Answer
True/False
Question The value of a brand depreciates if there are no inflows in the form of value addition to
the brand.
Correct Answer True
Your Answer True
True/False
Question Closing the customer gap is not the outcome of Gap Model.
Correct Answer False
Your Answer False
True/False
Question A strong company name attached to a new product, transfers positive association and
provides confidence and incentive to trial.
Correct Answer True
Your Answer True
Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services
Example of purchasing space from another provider Shopper's stop in a big shopping mall
Shopper's stop in a big shopping mall
Problems with intermediaries Difficulty controlling quality and consistency across outlets
Difficulty controlling quality and consistency across outlets
Channel conflict occurs when Service principal and intermediaries are too dependent Service
principal and intermediaries are too dependent
Multiple Choice Single Answer
Question Services faces difficulties in :-
Correct Answer Displaying
Your Answer Fabricating
True/False
Question Servuction Model used to illustrate the factors that influence the service experience are
visible & invisible to customers.
Correct Answer True
Your Answer True
True/False
Question Product planners need to include three components in the design of the service offering.
Correct Answer True
Your Answer True
True/False
Question The pricing of services is difficult.
Correct Answer True
Your Answer False
True/False
Question For a retailer, brand is a means and not a necessity.
Correct Answer True
Your Answer True
True/False
Question The vandals resort to physical abuse or damage of property.
Correct Answer True
Your Answer True
True/False
Question The firm do not collects & documents complaints from customers.
Correct Answer False
Your Answer False
True/False
Question Re-engineering is one of the most difficult strategies to implement in organisations that
are traditional.
Correct Answer True
Your Answer True
True/False
Question Profound customer knowledge is essential to building winning brands
Correct Answer True
Your Answer True
True/False
Question Services are intangibles.
Correct Answer True
Your Answer True
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
True/False
Question Blue printing offers an excellent way to understand customer's service experience.
Correct Answer False
Your Answer True
True/False
Question Distributing an innovation to all brands minimises the ability to justify a premium price for
the top innovative brand.
Correct Answer True
Your Answer True
Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services
Example of purchasing space from another provider Shopper's stop in a big shopping mall
Pedestrian counts
Problems with intermediaries Difficulty controlling quality and consistency across outlets
Difficulty controlling quality and consistency across outlets
Channel conflict occurs when Service principal and intermediaries are too dependent Service
principal and intermediaries are too dependent
True/False
Question A multi brand policy can stop any new competitor's entering a market.
Correct Answer True
Your Answer True
True/False
Question The pricing of services is difficult.
Correct Answer True
Your Answer True
True/False
Question The vandals resort to physical abuse or damage of property.
Correct Answer True
Your Answer True
True/False
Question The corporate culture must reinforce the brand essence, promise and personality.
Correct Answer True
Your Answer True
Definition of value What I get for what I give The quality I get for the price I pay
Setting price to recover full costs Cost based pricing What I get for what I give
Cable, television, electricity, water, telephone etc Regulation and pricing of utility services
Regulation and pricing of utility services
True/False
Question Advertising and public relations can be effective in encouraging evaluation and trial.
Correct Answer False
Your Answer True
Total Set- 2
Set -1
Question The goods can be ________ at one locality and transported for sale in another locality.
Correct Answer Produced
Question ________ is both the brand's backbone and its tangible added value.
Correct Answer Physique
Question Too much crowding of ads leads to customer ignoring ads or not registering in the mind.
Correct Answer True
Question This method is used when valuing your own brand image for inclusion in the balance sheet :-
Correct Answer Historic cost method
Question This approach is based on the assumption that all customers can be persuaded by the same
message :-
Correct Answer Selling formula approach
Question ________ is the focal point around which an organisation defines how it will uniquely deliver
value to the customer for a point.
Correct Answer Brand
Question This brand strategy involves the assignment of a particular name to one product only and one
positioning too :-
Correct Answer Product brand strategy
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
Question It is defined as the positive differential effect that knowing the brand name has on customer
response to the product or service :-
Correct Answer Brand equity
Question It allows the brand to remain up-to-date and demonstrate an increasing urge to detect and
respond to the changes in customer tastes and expectations :-
Correct Answer Innovation
Question Brand identity focuses too much on brand appearance and not enough on brand essence.
Correct Answer False
Question Front office automation has also revolutionised the sales function.
Correct Answer True
Question Neither ________ service nor its supplementary elements are delivered continuously
throughout the duration of service performance.
Correct Answer Core
Question The problem with umbrella brand strategy stems from the failure to appreciate its ________.
Correct Answer Demand
Question Servuction Model used to illustrate the factors that influence the service experience are
visible & invisible to customers.
Correct Answer True
Question Who the people who produce revenue and build customer relationships for the company?
Correct Answer Front line employees
Question Exhibiting admirable human qualities is especially important for brands during ________.
Correct Answer Crisis
Question Marketers can have some control over their customer's impressions by :-
Correct Answer Understanding cues.
Question It creates a relationship and a strong bond with the customer that grows over time :-
Correct Answer Brand equity
Set -2
Question Service industries who follow traditional practices, service personnel are the ________ on the
corporate ladder.
Correct Answer Lowest
Question Physical evidence of the service is located at ________ of the blue print.
Correct Answer Top
Question The non personal communication component in Service Marketing Systems are :-
Correct Answer Letters , Advertising , Signage
Question Interactive skills training in employees allows to develop what all qualities towards customer?
Correct Answer Empathetic , Courteous , Caring
Question Many companies have adopted the idea that employees are also ________ of the
organisation.
Correct Answer Customers
Question Which area of blue print encompasses the steps, choices, activities and interactions that the
customer performs in the purchasing, consuming and evaluating the service ?
Correct Answer The Customer Action Area
Question The lower level of service expectation that the customer may be willing to accepted is
termed as :-
Correct Answer Adequate service
Question In this brand strategy the brand communicates in a generic manner by developing its unique
brand concept :-
Correct Answer Range brand strategy
Question A strong brand ________ gives relevant, differentiated, purchase motivating benefit to the
target customer
Correct Answer Promise
Question Co-creating a brand with it's customers will help the brand continue to thrive.
Correct Answer True
Question Well dressed individuals are perceived as more intelligent, better workers and more pleasant
to engage in interactions.
Correct Answer True
Question One of the methods of motivating the service providing employees is through ________
statement.
Correct Answer Mission
Question Blue prints can be used to isolate failure points or bottlenecks in the service process
Correct Answer True
Question The quarrelsome refers to those misbehaving customers who quarrel with other customers or
with their own group members.
Correct Answer False
Question It is a tool that addresses the challenges of designing and specifying intangible service
processes :-
Correct Answer Service blue printing
Question Time, Fatigue, Negative feelings etc are the ________ costs of service.
Correct Answer Non-financial
Question Brand ________ results from the concentrated efforts on a few brands.
Correct Answer Extension
Question Blue printing offers an excellent way to understand customer's service experience.
Correct Answer False
Question What is treated as an element of the extended Marketing mix?
Correct Answer Service process
Question Relationship Research does not involve comprehensive approach on all aspects of
customers relationship with the service.
Correct Answer False
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
Question Brand message provides the framework for overall brand coherence.
Correct Answer True
Question Service expectation meetings & reviews techniques of service quality research is made up
of :-
Correct Answer Asking clients what they expect , Enquiring the particular aspects of service ,
Requesting client to provide ranking as per his requirements
Question It involves long hours of standing and working with customers who may not always be
pleasant and can get on one's nerves :-
Correct Answer Retail selling
Question Services :-
Correct Answer Can not inventoried.
Skipped/Unsolved Questions
True/False
Question Front office automation has also revolutionised the sales function.
Correct Answer True
Your Answer True
True/False
Question Distributing an innovation to all brands minimises the ability to justify a premium price for
the top innovative brand.
Correct Answer True
Your Answer True
True/False
Question Services are intangibles.
Correct Answer True
Your Answer True
Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services
Example of purchasing space from another provider Shopper's stop in a big shopping mall
Shopper's stop in a big shopping mall
Problems with intermediaries Difficulty controlling quality and consistency across outlets
Difficulty controlling quality and consistency across outlets
Channel conflict occurs when Service principal and intermediaries are too dependent Service
principal and intermediaries are too dependent
True/False
Question External brand building is essential to internal brand building.
Correct Answer False
Your Answer True
True/False
Question The benefit from source brand strategy lies in its ability to provide a two tiered sense of
difference and depth.
Correct Answer True
Your Answer True
True/False
Question Closing the customer gap is not the outcome of Gap Model.
Correct Answer False
Your Answer False
True/False
Question Control can have negative ramifications within intermediaries.
Correct Answer True
Your Answer True
True/False
Question A complex service might be introduced without any formal objective depiction of the
process.
Correct Answer True
Your Answer True
True/False
Question Identifying the benefits & the attributes are not included in customers requirement
research.
Correct Answer False
Your Answer False
True/False
Question The value of a brand depreciates if there are no inflows in the form of value addition to
the brand.
Correct Answer True
Your Answer True
True/False
Question Critical study are not useful as alternatives to complaint solicitation.
Correct Answer False
Your Answer False
True/False
Question The bankrupt run out of cash & end up in default of payment.
Correct Answer True
Your Answer True
True/False
Question The corporate culture must reinforce the brand essence, promise and personality.
Correct Answer True
Your Answer True
True/False
Question Closing the customer gap is not the outcome of Gap Model.
Correct Answer False
Your Answer True
True/False
Question Product planners need to include three components in the design of the service offering.
Correct Answer True
Your Answer True
Speed and delivery of services is a issue due to Heterogeneity nature. Heterogeneity nature.
Inseparability refers to The involvement of other customers in the service production process. The
involvement of other customers in the service production process.
True/False
Question Service development, design & delivery are intricately intertwined, hence they should
not work together.
Correct Answer True
Your Answer True
True/False
Question In service development of new tangible products it involves construction of product
prototypes & testing for consumer acceptance.
Correct Answer True
Your Answer True
True/False
Question Reflection provides a model with which to identify.
Correct Answer True
Your Answer True
True/False
Question Two major dimensions of Y & R model are: leadership and stability.
Correct Answer False
Your Answer False
True/False
Question Promotions reduce the risk of first time purchase for customers and encourages trial.
Correct Answer True
Your Answer True
True/False
Question The corporate culture must reinforce the brand essence, promise and personality.
Correct Answer True
Your Answer True
True/False
Question Customers who are attracted by cut-price offers cannot easily be enticed away by
another offer from a competitor.
Correct Answer False
Your Answer False
True/False
Question Levels of customer contact is used as variable in services classification.
Correct Answer True
Your Answer True
True/False
Question Profound customer knowledge is essential to building winning brands
Correct Answer True
Your Answer True
True/False
Question Control can have negative ramifications within intermediaries.
Correct Answer True
Your Answer True
True/False
Question Services are not patentable.
Correct Answer True
Your Answer True
True/False
Question Market value method is used when valuing your own brand image for inclusion in the
balance sheet.
Correct Answer False
Your Answer False
True/False
Question The business strategy in a production line organisation is one of Differentiation and
Customisation.
Correct Answer False
Your Answer True
Speed and delivery of services is a issue due to Heterogeneity nature. Heterogeneity nature.
Inseparability refers to The involvement of other customers in the service production process. The
involvement of other customers in the service production process.
True/False
Question Servuction Model used to illustrate the factors that influence the service experience are
visible & invisible to customers.
Correct Answer True
Your Answer True
True/False
Question Levels of customer contact is used as variable in services classification.
Correct Answer True
Your Answer True
Service operation Service personnel & physical facilities. Service personnel & physical facilities.
Servuction Model Visible & invisible factors Visible & invisible factors
FedEx Corporation All the sides of a triangle well aligned. All the sides of a triangle well aligned.
The inanimate environment All the non living features of service encounter. All the non living
features of service encounter.
True/False
Question Advertising and public relations can be effective in encouraging evaluation and trial.
Correct Answer False
Your Answer True
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 The corporate culture must reinforce the brand essence, promise and personality.
Correct Answer True
Your Answer True
True/False
Question Service industry is a zero growth industry.
Correct Answer False
Your Answer False
Select The Blank
Question When customers evaluate competing service, they are comparing the relative ________
value.
Correct Answer Net
Your Answer Net
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
True/False
Question Front office automation has also revolutionised the sales function.
Correct Answer True
Your Answer True
True/False
Question For a retailer, brand is a means and not a necessity.
Correct Answer True
Your Answer True
True/False
Question Reflecting the customer as he or she is the target.
Correct Answer False
Your Answer True
True/False
Question Well dressed individuals are perceived as more intelligent, better workers and more
pleasant to engage in interactions.
Correct Answer True
Your Answer True
True/False
Question Growth in service sector is due to launch of new products.
Correct Answer True
Your Answer False
True/False
Question Stimulus Response approach and Formula approach takes into consideration customer
questions and individual customer needs.
Correct Answer False
Your Answer False
True/False
Question One of the problem encountered with Range product strategy is of brand opacity.
Correct Answer True
Your Answer True
Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services
Example of purchasing space from another provider Shopper's stop in a big shopping mall
Shopper's stop in a big shopping mall
Problems with intermediaries Difficulty controlling quality and consistency across outlets
Difficulty controlling quality and consistency across outlets
Channel conflict occurs when Service principal and intermediaries are too dependent Service
principal and intermediaries are too dependent
True/False
Question Market value method is used when valuing your own brand image for inclusion in the
balance sheet.
Correct Answer False
Your Answer False
True/False
Question The quarrelsome refers to those misbehaving customers who quarrel with other
customers or with their own group members.
Correct Answer False
Your Answer True
True/False
Question Profound customer knowledge is essential to building winning brands
Correct Answer True
Your Answer True
True/False
Question Customers who are attracted by cut-price offers cannot easily be enticed away by
another offer from a competitor.
Correct Answer False
Your Answer False
True/False
Question The greater the number of different services a customer purchases from a single
supplier, the closer the relationship.
Correct Answer True
Your Answer True
True/False
Question Promotions reduce the risk of first time purchase for customers and encourages trial.
Correct Answer True
Your Answer True
True/False
Question Service industry is a zero growth industry.
Correct Answer False
Your Answer False
True/False
Question The bankrupt run out of cash & end up in default of payment.
Correct Answer True
Your Answer True
True/False
Question The firm do not collects & documents complaints from customers.
Correct Answer False
Your Answer False
True/False
Question Product planners need to include three components in the design of the service offering.
Correct Answer True
Your Answer True
True/False
Question The vandals resort to physical abuse or damage of property.
Correct Answer True
Your Answer True
True/False
Question A shelf without the favourite market brands is unattractive in the eyes of the customers.
Correct Answer True
Your Answer True
Speed and delivery of services is a issue due to Heterogeneity nature. Heterogeneity nature.
True/False
Question The value of a brand depreciates if there are no inflows in the form of value addition to
the brand.
Correct Answer True
Your Answer True
True/False
Question Closing the customer gap is not the outcome of Gap Model.
Correct Answer False
Your Answer False
True/False
Question Front office automation has also revolutionised the sales function.
Correct Answer True
Your Answer True
True/False
Question Distributing an innovation to all brands minimises the ability to justify a premium price for
the top innovative brand.
Correct Answer True
Your Answer True
True/False
Question Services are intangibles.
Correct Answer True
Your Answer True
Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services
Example of purchasing space from another provider Shopper's stop in a big shopping mall
Shopper's stop in a big shopping mall
Problems with intermediaries Difficulty controlling quality and consistency across outlets
Difficulty controlling quality and consistency across outlets
Channel conflict occurs when Service principal and intermediaries are too dependent Service
principal and intermediaries are too dependent
True/False
Question External brand building is essential to internal brand building.
Correct Answer False
Your Answer True
True/False
Question The benefit from source brand strategy lies in its ability to provide a two tiered sense of
difference and depth.
Correct Answer True
Your Answer True
True/False
Question Closing the customer gap is not the outcome of Gap Model.
Correct Answer False
Your Answer False
True/False
Question Control can have negative ramifications within intermediaries.
Correct Answer True
Your Answer True
True/False
Question A complex service might be introduced without any formal objective depiction of the
process.
Correct Answer True
Your Answer True
True/False
Question The value of a brand depreciates if there are no inflows in the form of value addition to
the brand.
Correct Answer True
Your Answer True
Multiple Choice Single Answer
Question Services are :-
Correct Answer Not tangible
Your Answer Not tangible
True/False
Question Identifying the benefits & the attributes are not included in customers requirement
research.
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
True/False
Question The benefit from source brand strategy lies in its ability to provide a two tiered sense of
difference and depth.
Correct Answer True
Your Answer True
Multiple Choice Single Answer
Question The level of service the customers hope to receive the level of performance wished for is
called as :-
Correct Answer Desired Service
Your Answer Desired Service
True/False
Question Servuction Model used to illustrate the factors that influence the service experience are
visible & invisible to customers.
Correct Answer True
Your Answer True
True/False
Question Internal procedures must support quality service performance.
Correct Answer True
Your Answer True
True/False
Question The interbrand approach measures the consumer's perception of the brand which is
critical for marketing decision making.
Correct Answer False
Your Answer False
True/False
Question Brand stature is a combination of esteem and knowledge.
Correct Answer True
Your Answer True
True/False
Question Empathy is non ability to provide caring individualized attention the firm provides its
customers.
Correct Answer False
Your Answer False
True/False
Question A strong company name attached to a new product, transfers positive association and
provides confidence and incentive to trial.
Correct Answer True
Your Answer True
True/False
Question Service pricing strategies are often unsuccessful.
Correct Answer True
Your Answer True
The inanimate environment All the non living features of service encounter. All the non living
features of service encounter.
Service operation Service personnel & physical facilities. Service personnel & physical facilities.
Servuction Model Visible & invisible factors Visible & invisible factors
FedEx Corporation All the sides of a triangle well aligned. All the sides of a triangle well aligned.
True/False
Question Stimulus Response approach and Formula approach takes into consideration customer
questions and individual customer needs.
Correct Answer False
Your Answer False
Multiple Choice Multiple Answer
Question Three horizontal lines of the service blue print are:-
Correct Answer Line of Internal interaction , Line of Interaction , Line of Visibility
Your Answer Line of Internal interaction , Line of Interaction , Line of Visibility
True/False
Question Reflection provides a model with which to identify.
Correct Answer True
Your Answer True
True/False
Question Two major dimensions of Y & R model are: leadership and stability.
Correct Answer False
Your Answer True
Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services
Example of purchasing space from another provider Shopper's stop in a big shopping mall
Shopper's stop in a big shopping mall
Problems with intermediaries Difficulty controlling quality and consistency across outlets
Difficulty controlling quality and consistency across outlets
Channel conflict occurs when Service principal and intermediaries are too dependent Service
principal and intermediaries are too dependent
Multiple Choice Single Answer
Question For services its quality depends on :-
Correct Answer Consumer's Perception
Your Answer Consumer's Perception
True/False
Question For services all three marketing activities represented by the sides of triangle are critical
to success.
Correct Answer True
Your Answer True
True/False
Question Product planners need to include three components in the design of the service offering.
Correct Answer True
Your Answer True
True/False
Question Responsiveness does refers to non willingness to help customers.
Correct Answer False
Your Answer False
True/False
Question Relationship Research does not involve comprehensive approach on all aspects of
customers relationship with the service.
Correct Answer False
Your Answer False
True/False
Question A complex service might be introduced without any formal objective depiction of the
process.
Correct Answer True
Your Answer False
True/False
Question There is an ambiguity between the roles of the principal and its intermediaries when
'empowerment' is the chosen strategy.
Correct Answer True
Your Answer True
True/False
Question Horizontal extension of a brand is less of a handicap than vertical extension by which
brands try to cover all levels of quality and status.
Correct Answer True
Your Answer True
Customer Gap Focus of the Gap Model Focus of the Gap Model
Credibility Does Hospital have a good reputation? Does Hospital have a good reputation?
Security Is it safe to use the banks ATMs at night? Is it safe to use the banks ATMs at
night?
True/False
Question Gap Model is developed by Zeithaml & Bitner.
Correct Answer True
Your Answer True
True/False
Question Front office automation has also revolutionised the sales function.
Correct Answer True
Your Answer True
True/False
Question Service industry is a zero growth industry.
Correct Answer False
Your Answer False
Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services
Example of purchasing space from another provider Shopper's stop in a big shopping mall
Shopper's stop in a big shopping mall
Problems with intermediaries Difficulty controlling quality and consistency across outlets
Difficulty controlling quality and consistency across outlets
Channel conflict occurs when Service principal and intermediaries are too dependent Service
principal and intermediaries are too dependent
Select The Blank
Question Brand ________ results from the concentrated efforts on a few brands.
Correct Answer Extension
Your Answer Loyalty
True/False
Question Stimulus Response approach and Formula approach takes into consideration customer
questions and individual customer needs.
Correct Answer False
Your Answer False
True/False
Question Services are deeds and efforts.
Correct Answer True
Your Answer False
True/False
Question A multi brand policy can stop any new competitor's entering a market.
Correct Answer True
Your Answer True
True/False
Question The interbrand approach measures the consumer's perception of the brand which is
critical for marketing decision making.
Correct Answer False
Your Answer False
True/False
Question A strong company name attached to a new product, transfers positive association and
provides confidence and incentive to trial.
Correct Answer True
Your Answer True
Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services
Example of purchasing space from another provider Shopper's stop in a big shopping mall
Shopper's stop in a big shopping mall
Problems with intermediaries Difficulty controlling quality and consistency across outlets
Difficulty controlling quality and consistency across outlets
Channel conflict occurs when Service principal and intermediaries are too dependent Service
principal and intermediaries are too dependent
True/False
Question Servuction Model used to illustrate the factors that influence the service experience are
visible & invisible to customers.
Correct Answer True
Your Answer True
True/False
Question Product planners need to include three components in the design of the service offering.
Correct Answer True
Your Answer True
True/False
Question The pricing of services is difficult.
Correct Answer True
Your Answer False
Select The Blank
Question Many ________ also sell insurance products and collect commission but are not normally
involved in handling claims.
Correct Answer Banks
Your Answer Banks
True/False
Question For a retailer, brand is a means and not a necessity.
Correct Answer True
Your Answer True
True/False
Question The vandals resort to physical abuse or damage of property.
Correct Answer True
Your Answer True
True/False
Question The firm do not collects & documents complaints from customers.
Correct Answer False
Your Answer False
True/False
Question Re-engineering is one of the most difficult strategies to implement in organisations that
are traditional.
Correct Answer True
Your Answer True
True/False
Question Profound customer knowledge is essential to building winning brands
Correct Answer True
Your Answer True
True/False
Question Services are intangibles.
Correct Answer True
Your Answer True
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
True/False
Question Blue printing offers an excellent way to understand customer's service experience.
Correct Answer False
Your Answer True
True/False
Question Distributing an innovation to all brands minimises the ability to justify a premium price for
the top innovative brand.
Correct Answer True
Your Answer True
Service distribution agreements Independent franchising, licensing and financial services Independent
franchising, licensing and financial services
Example of purchasing space from another provider Shopper's stop in a big shopping mall
Pedestrian counts
Problems with intermediaries Difficulty controlling quality and consistency across outlets
Difficulty controlling quality and consistency across outlets
Channel conflict occurs when Service principal and intermediaries are too dependent Service
principal and intermediaries are too dependent
Select The Blank
Question Customer ________ is essential to building winning brands.
Correct Answer Knowledge
Your Answer Involvement
True/False
Question The greater the number of different services a customer purchases from a single
supplier, the closer the relationship.
Correct Answer True
Your Answer True
True/False
Question Re-engineering is one of the most difficult strategies to implement in organisations that
are traditional.
Correct Answer True
Your Answer True
True/False
Question A multi brand policy can stop any new competitor's entering a market.
Correct Answer True
Your Answer True
True/False
Question The pricing of services is difficult.
Correct Answer True
Your Answer True
True/False
Question The vandals resort to physical abuse or damage of property.
Correct Answer True
Your Answer True
True/False
Question The corporate culture must reinforce the brand essence, promise and personality.
Correct Answer True
Your Answer True
Definition of value What I get for what I give The quality I get for the price I pay
Setting price to recover full costs Cost based pricing What I get for what I give
Cable, television, electricity, water, telephone etc Regulation and pricing of utility services
Regulation and pricing of utility services
True/False
Question Advertising and public relations can be effective in encouraging evaluation and trial.
Correct Answer False
Your Answer True
True/False
Question Re-engineering is one of the most difficult strategies to implement in organisations that are
traditional.
Correct Answer True
Your Answer True
True/False
Question Blue printing offers an excellent way to understand customer's service experience.
Correct Answer False
Your Answer True
True/False
Question Empathy is non ability to provide caring individualized attention the firm provides its
customers.
Correct Answer False
Your Answer False
True/False
Question Co-creating a brand with it's customers will help the brand continue to thrive.
Correct Answer True
Your Answer True
True/False
Question Services are deeds and efforts.
Correct Answer True
Your Answer True
True/False
Question Market value method is used when valuing your own brand image for inclusion in the balance
sheet.
Correct Answer False
Your Answer False
True/False
Question The corporate culture must reinforce the brand essence, promise and personality.
Correct Answer True
Your Answer True
True/False
Question External brand building is essential to internal brand building.
Correct Answer False
Your Answer False
True/False
Question Distributing an innovation to all brands minimises the ability to justify a premium price for the
top innovative brand.
Correct Answer True
Your Answer True
True/False
Question The greater the number of different services a customer purchases from a single supplier, the
closer the relationship.
Correct Answer True
Your Answer True
Top of Form
Brow ser Name: M
True/False
Question A strong company name attached to a new product, transfers
positive association and provides confidence and incentive to
trial.
Correct True
Answer
Your Answer True
Ans:
When a customer interacts with the service company a service encounter is said
to have occurred .For example:- among the service encounters a hotel customer
experiences are checking in, being taken to the room by a bell boy, eating in a
restaurant or ask for the meals in the room etc. These encounters therefore offer
an opportunity to the service company to prove its potential as a quality service
provider and to increase customer loyalty. Service encounter with the above
themes are:-
(i) They lost my room reservations, but the manager gave me the VIP suit for the
same price.
(ii) The airline employees continually used unsatisfactory information. One-hour
delay turned into six-hour wait.
ADAPTABILITY: Employees response to the customer needs and requests. For
Example:-
The hotel staff couldn’t deal with the noisy people partying in the hall at 3 A.M.
I lost my glasses on the plane, the stewardess found them and the airline
delivered to my hotel free of charge.
I need a few more minutes to decide on a diner. The waitress said, “If you would
read the menu not the road map, you may want to order”.
(ii) Manager telling to an uncooperative customer to leave the hotel and find an
accommodation somewhere else if he is encountering so many problems.
Ans. Services are said to be the intangible because they are performances and
not objects. They cannot be touched or seen in the same manner as goods.
Whereas goods are first produced, and then sold, then consumed, services are
sold first and then produced and then consumed simultaneously. For example,
an airline passenger first purchases a ticket and then flies, consuming the in-
flight services as it is produced.
Standardization and quality control are difficult for a service firm to provide on
regular tasks as compared to goods manufacturers. Service firms use strategies
like offering customized services that meat individual customer needs.
Unlike goods that can be stored and used at a later rate, service that are not sold
when they become available cease to exist. For example: - airline seats that are
not sold cannot be reserved and added on to the aircraft
The traditional four P’s viz product, price, place, and production work well for
goods. However in services marketing 3 additional P’s are required i.e. people,
physical evidence and process.
Q4 (a) Describe with examples fine dimensions of service quality.
Ans.
Ans. Valerie A Zeethanil and Mary Jo Bitneer have developed the leaps model of
service quality. The central focus of the gaps model is the customer gap i.e. the
difference between customer expectations and perceptions. Expectations are the
standards of performance against which service experience are compared.
Customers would perceive that they receive what they thought they would and
should. The idea is that firms want to close this gap between what is expected
and what is received to satisfy their customers and build long-term relationships
with them to close this all, first the providers gaps need to be closed which are:-
In a broad sense, the gap model says that a service marketer must first close the
customer gap, to do so, the provider must close the four provider gaps or
discrepancies Within the organization that inhibit delivery of quality service. The
gaps model focuses on strategies and processes that firms can employ to drive
service excellence.
Expected
Service
Customer Gap
Perceived
Service
Customer
Gap 1
Company
Gap 3
GAP MODEL OF
Customer Perception of
Consumer Expectation
Q9(a) Describe the role of intermediaries in service Distribution. What are the
problems encountered ?
Ans(a)
(1) The procedure appears to be placing the focus destiny in the hands of
intermediaries. But procedures do gain several advantages by using
intermediaries :-
(i) Many procedures lack the financial resources to carryout direct marketing.
For eg:- General Motors sell its auto mobiles through more than 10,000 dealer
outlets.
(ii) In some cases direct marketing simply is not feasible For eg. The Wrigley
Jr. Company would not find it practical to establish small retail chewing gum
shops throughout the Country or to sell it by mail order. Wrigley finds it easier to
work through the extensive network privately owned distribution organizations.
(iii) Producers who do establish their own channels can often earn a greater
return by increasing their investment in their main business. If a company earns
20% rate of return on manufacturing and focuses only a 10% return on retailing,
it will not want to undertake its own retailing.
4 5 2 5
M C M D C
6 8
7 3 6
M C M C
9
M * C = 3*3 = 9 M + C = 3+3 = 6
Part (a) Shows three producers, each using direct marketing to reach three
customers. This system requires nine different contacts.
Part(b). Shows the three producers working through one distributor, who contacts
the three customers. This system requires only six contacts. In this way,
intermediaries reduce the amount of work that must be done.
Q9(b). Explain the options for service delivery with respect to the place and time.
Ans(b)
Mini-Store: Service firms have started to create service factories on a very small
scale to maximize coverage within a geographical area. For Ex: ATM, which
offers many of the functions of a bank branch within a small self-service machine
which can be located within stores, hospital, airports etc.
Locating In Multipurpose Facilities: Modern buildings are often designed to
multipurpose, featuring not only office or production space but also such services
as a bank, a restaurant, several stores etc.
E-Commerce: Selling goods and services through the internet is a major growth
trend. Virtual shopping centers have become large, more colorful etc.
With Respect To Time: Some services have long operated 24 hours a day,
every day of the year. These are services that respond to emergencies such as
fire, police and ambulance etc. Hospital and long-distance trains don’t stop for
the night and also telephone conveyance always has operators available on a
24-hours basis. Customers are busy with their personal lives and work, so they
expect suppliers to be available to them, when its convenient for customers, not
when its convenient for suppliers, so they want extended hours and easy access.
ATM and Call Centers fulfill this requirement. For Ex:- Citibank, BSNL, VSNL,
MTNL, have call centers that work on 24 hours basis.
Ans(a)
Since service are intangible, customers often rely on tangible cues or physical
evidence, to evaluate the service before the purchase and to access their
satisfaction with the service during and after consumption. Effective design of
physical, tangible evidence is important for purchasing decision. Physical
evidence include all aspects of the organization physical facility (the secures
cape) as well as other forms of tangible communications. Elements of the
secures cape include exterior attributes (such as parking, landscape) and interior
attributes (such as design, layout, etc.) Other tangible include uniforms, reports,
brochures etc. Examples of physical evidence are:-
Ans(b)
Packaging The service: Utilizing the firms physical evidence to package the
service does send quality cues to consumers and adds value to the service in
terms of image development, improves consumer perception of service while
reducing both levels perceived risks associated with the purchase and doubts
after the purchase. The firms physical facilities forms the customers initial
impression concerning the type and quality of service provided.
Ans (a)
Time expenditure
Physical effort (such as fatigue and discomfort)
Psychological burdens(such as mental effort and negative feelings)
Negative sensory burdens (unpleasant sensation)
Cutting these type of inconvenience may even allow service firms to increase
monetary price while still offering what is perceived by customers as “good
value”, In other words, people are willing to pay higher prices to reduce the non-
financial costs.
Q11(b) Explain the factors that make services pricing different compared to
goods pricing.
Ans(b)
Variability of Both input and output: Its not always easy to define a unit of
service similarly units of service may not cost the same to produce and neither
may they be of equal value to customers-especially if the variability extends to
greater or lesser quality e.g.:- A restaurant offering good value of money to
youngsters may not offer equal value to family customers.
Many Services are Hard to Evaluate: The intangibility of service performance and
the invisibility of the necessary backstage facilities and labor market, it makes
harder for customers to see what they are getting for their money than when they
purchase a physical good.
Importance of The Time Factor: The way in which scheduling and the amount
of time required to complete a service performance may effect customer
perceptions of valve. In many instances, customers are willing to pay more for
service delivered quickly than for one delivered more slowly. Sometimes greater
speed increases operating costs too (for e.g.:- Shatabdhi Express being fast,
tickets are costly)
Servqual:
Personal Selling:
Personal selling is the most cost-efficient tool at later stages of the buying
process, particularly in building up buyer’s preference, conviction and action.
Personal selling involves an alive, immediate and interactive relationship
between two or more persons. Effective sales representatives will normally keep
the best interest of their customers at heart, if they want to maintain long-term
relationships. The selling process involves the following steps:-
• Prospecting
• Preparing
Identify and qualify Pre-
Potential approach
Call
Approach objections
Probe for needs
Convince the prospect
Sales Promotion:
Companies use sales promotion loots to create a stronger and quicker response.
Sales promotion can be used to dramatize product offers and to boost falling
sales. Sales promotion effects are short run and does not build long- run brand
preference. Sales promotion loots-coupons, contests, premiums and the like are
diverse and offer three distinctive benefits:
Communication:
They gain attention and usually provide information that may lead the consumer
to the product.
Incentive: They include concession, inducement etc that gives value to the
consumer.
Ans a.
With increasing frequency, companies today are under taking joint marketing
projects. That is, two different companies, fair their respective brands in
collaborative marketing effort:-
New product launches clearly identify the brands that cooperated to create and
market them. For e.g. Compaq and Mattel combined their respective expertise to
bring out a line of high-tech, interactive toys.
Co-branding may help usage extension. In Europe Bacardi and Coke advertise
together. Bacardi’s status is powerful endorsement for coke as the ideal mixer.
Ans(b)
When they wish to enter markets from which they have been absent, more
companies do so using the name of one of their existing brands, rather than
using a new brand name created for that purpose. This is known as brand
extension.
Brand extension enables the brand to break away from the mono-product. Brand
extension is necessary in order for the brand to survive, as all products are
subjected to a life cycle. A product must not get caught in the life cycle and
ensure its survival.
Brand extension is the only way of defending a brand at risk in a basic market.
Ans(a)
Brand vary in the amount of power and value they have in the market place. At
one extreme are brands that are not known by most buyers in the market place.
Then there are brands for which buyers have a fairly high degree of brand
awareness. Beyond this are brands with a high degree of brand acceptability In
other words, brands that most customers would not resist buying. Then there are
brands that enjoy a high degree of brand preference. There are brands that are
selected over the others. Finally there are brands that command a high degree of
brand loyalty. A strong brand is said to have a high brand equity is the value of
the brand over and above its commodity value. According to Aiker, brand equity
“is a set of assets linked to a brand’s name and symbol that adds to the value
provided by a product or service”. Brand equity consists of assets such as brand
loyalty name awareness, perceived quality, strong brand associations and other
assets such as patents, trade, marks and relationships with distributors and
strategic partners. High brand equity provides a number of advantages:
• The company will enjoy reduced marketing costs because of the high level of
consumer’s brand awareness an loyalty.
• The company can more easily launch brand extension since the brand name
carries high creditability.
• The company can change a higher price than its competitors because the
brand has higher perceived quality.
Q6(b) What is brand valuation? Describe any three methods of brand valuation.
Ans(b)
Valuation of a band is desirable for providing objective to the “value” of the brand,
which otherwise tends to become more subjective and less useful or a guide for
marketing decision making in mergers and acquisition, brand value could help in
determining a corporation price and support the decision process. A brand exists
only because of its commitment of its internal values, without this, it is nothing but
a glorified product name.
The Historic Cost Method: Their method is used when valuing your own brand
image for inclusion in the Balance sheet. The methodology is to work out the
value of cost incurred in developing the product. Strictly they should be cost that
has not yet been expensed out to the P&L a/c, but the practice includes all
directly identifiable costs.
Market Value Method: This method is based on cost i.e. how much would we
have to spend in terms of cost, time, efforts, to develop and market a similar
product and bring it to the level of the brand that we wish to acquire.
Q (a) Explain Kapeure’s Brand Identity prism.
Ans (a)
Physique: It is the brands backbone and its tangible added value. If the brand is
a flower, its physique is a stem. Without the stem, the flower dies it is the flowers
objective and tangible basis.
Culture: These are the set of values feeding the brand’s inspiration and energy.
Culture is what links the brand to the firm, especially when the two hear the same
name.
Relationship: Brands are often at the edge of transactions and exchanges
between people. For e.g- Nike suggests a peculiar relationship it encourages us
to let lose (“just o it”), whereas ‘ Mere Bajaj’ conveys love and affection.
Reflection: A brand is reflection when asked for people’s views on certain car
brands, people answer in terms of the brands perception: that’s a brand for
young people! For fathers! For old folks! etc. A brand always builds a image of
the layer which is to be layered.
Self-image: A brand speaks to our self-image self image is the tangent’s own
internal mirror. Through our attitude towards certain brands, we indeed develop a
certain type of inner relationship with ourselves.
Q (b) Explain what is brand positioning. What are their limitations?
Ans (b)
Hence the four questions will help position the product or brand and make its
contribution obvious to the customer. But positioning has certain limitations,
which are:-
Positioning focuses on the product itself, but is difficult in the case of multi
product-brand. Positioning does not reveal or reflect all the brands potential. For
e.g. It does not help fully differentiate between Coca Cola and Pepsi. Positioning
controls the words only, leaving rest up to the unpredictable outcome of creature
hunches and protests.
Ans 8(b)
Brands, Market Shares and Profits: The brand leader is the most profitable
and all beyond number two are unprofitable.
The Value of Niche Brands: Dominating the top market is usually more
profitable than being fifth in the large market.
Brand Loyalty and beliefs: Strong brands are more attractive to investors.
Brand loyalty also reduces marketing cost and enables firms to override
occasional problems (for e.g. Coke problem in Europe and India)
Distribution/Retailers Brands:
For a retailer brand is a means and not a necessity. The different combinations of
DOB (Distributor Own Brands) observed in stores cannot be analyzed without
understanding the function of DOB which varies with the consequences as the
approach to DOB phenomenon is different with in each sector.
No one in coming years is going to eat or drink more the reverse is more likely to
happen. So the priority must be to increase profit margins and the store loyalty
and bring in growth in distribution through DOB. The presence of national brands
tends to make customers unfaithful because it enables them to compare price
between stores. In order to avoid this, stores are replacing known brands by
DOB’s, which are exclusive, and extent loyalty among the clientele.
Top of Form
IGNsYXNzPSdibH Brow ser Name: M
True/False
Question Two major dimensions of Y & R model are: leadership and stability.
Correct False
Answer
Bottom of Form
Top of Form
bGVmdCcgdmFsa Brow ser Name: M
Correct Co branding
Answer
True/False
Correct True
Answer
Correct Creates brand capital , Cost of launch is low , Focuses on single brand
Answer image
Your Answer Creates brand capital , Cost of launch is low , Focuses on single brand
image
Correct Adaptability.
Answer
True/False
Top of Form
ZWZpdHMgXDw v Brow ser Name: M
Question The ________ as a supply strategy used to assist during peak demand
periods.
Correct Strength
Answer
Question The new retailing models provides information based benefits such
as :-
Question The following is new core products for markets that have not been
previously defined :-
Question Many ________ also sell insurance products and collect commission
but are not normally involved in handling claims.
Bottom of Form
Intoduction To services
Service 1
Aout the service sector 2
Industries classified with in service sectors
Classification based on differening levels of customer contact 4
High-contact services
Medium-contact services
Low-contact services
Why service marketing is important? 5
Trends in service sector
A service based economy
Global feature 6
Reasons for growth of service industry 7
Differentiating Servises from goods 11
Tangibility Spectrum
Difference in goods vs. services marketing 12
Intangibity: An Important and unique differnce
Marketing Peroblems Caused by Intangibity 13
Lack of ability to be stored
lack of protection by patents
Difficulty in displaying or communicating servces
Difficulty in pricing servces 14
Possible soln to intangible clues
The use of personsl sources of information 15
Creation of a strong organisational brand image
Inseparability 16
Marketing Peroblems Caused by inseparability
Physical connection of the service provider to the service
Involvement of the customer in the production process 17
Involvement of other customers in the production process 18
Specila challenges in mass production of services 19
Possible solutions to inseparability problems
Emphasis on selecting and training public contact personnel
Customer management 20
Use of multisite locations
Heterogeneity
Marketing problem caused by heterogeneity 21
Possible soln to heterogeneity problems
customisation
Standardisation 22
Pershability 23
Marketing problem caused by perishability 24
Possible soln perishability problems
Demand strategy : creative pricing
Demand strategy : Resrvatins systems 25
Demand strategy :development of complimentary services 26
Demand strategy :development of non peak demand
Supply strategy: Part time employee utilisation
Supply strategy: capacity sharing 27
Supply strategy: advance preparation of expansion
Supply strategy: Utilisation of third parties 28
Supply strategy: Increase in customer participation
Summary 29
Extendad marketing mix- three Additional 'P's 31
The service marketing Systems 33
The service marketing triangle
External marketing : making promises
Interactive Marketing : keeping promises 34
Intarnal marketing: Enableing promises
Aligning the slides of the traingle(As descrbed by hoffman & bateson) 35
The inanimate Environment 36
Contact Personal
Service providers
Other Customers
Invisible Organisation and systems 37
Christopher Lovelock's analysis of service as a system
Service poperations system 38
service delivery system 39
Service markeying system 40
Physical evidence 42
Tangible elements and communication compom=nents in the service marketing
system 43
Managing service encounters 45
service encounters
Managing people in service encounters 46
Critical incidents in service encounters
The customers perspective 47
Reseasrch insights 48
Group1 Sample incidents: Employee response to service delivery failure
Group2 Sample incidents: Employee response to Customer needs and requests 49
Group1 Sample incidents: Unprompted and unsolicited Employee actions 50
Common themes of sources of customer satisfaction/dissatisfaction 51
recovery
Adaptivity
spontaneity
Coping
The employee's prospective 52
The Problem of customers behaviour
Addressing the challenge of Misbehaving customers
Six types of misbehaving customers 53
Service Quality 55
Process Vs Technical outcome quality
service quality dimensions 56
Reliability 57
Responsiveness
Assurance 58
Tangibles
Empathy 59
Measuring service quality
The servqual scale 60
Servqual Questions 61
Tangibles
Realiability
Responsiveness
Assurance
Empathy
Generic Dimensions used by customers to evaluate service quality 62
Gaps model of service quality 63
The customer gap 64
The provider gaps 65
Closing the customers gap
The customer gap
Customer Expectations and perceptions of services 69
Expected service
s of expectations
Desired services
Adequate service
The Zone of Tolerance
A model of customer service expections 70
Exhibit 71
ways services marketers can influence factors
Customers Perceptions 73
Satisfactions VS service Quality
Internal and External customer perceptions 74
Customer perceptions of quality and customer satisfactions
Customer satisfaction 75
Product and service features
Customers Emotions
Attributions for service success or failure 76
Perceptions of Equity or fairness
Marketing research forservice expectations and perception
Research objectives for services
Criteria for an effective service research programme 77
Element in an effective marketing research programme for services
complaint solicitation
Critical Incident study 78
Requirement research
Relationship Surveys
Trailers calls or post transactional survey
Serviceexpectation meetings and reviews
Process check point Evaluations 79
Market Oriented Ethnography
Mystery Shopping
Customer panel
Lost customers research(Example) 80
Service Product 87
Shostack's Molecular Model
Eiglier And Langeard Model 88
Threee Components of service ofering 90
The Flower of service model 91
New Service Product Development 95
A Hierarchy of new service categories
Steps to be followed in new service development 97
Front-End Planning
Business strategy Development
Idea generations
Service Concept development and evaluation 98
Business analysis 99
Implementation
service development and testing
Market Testing 100
Commercialisation
Post-introduction Evaluation 101
Pricing Of Services
Paying for service:The customer's perspectives 103
Identifying theOutlays incurred by Customers
Understanding net value 104
Increasing Ne value by Reducing Non-financial costs of services
The Context of service pricing 105
What Makes service pricing Different?
No ownership service
Variability of Both inputs and outputs 106
Many service are hard to Evaluate
Importance of the Time factor
Foundations of pricing strategy 107
cost-based pricing
Regulation and pricing of Utility services
Activity-Based Costing
Competion-based pricing 109
Price leadership
Price bids and Negotitions
Value-based pricing 110
Pricing strategies to reduce Uncertainity
Service guarantees
flat rate pricing
Relationship pricing 111
Low cost leadership
Option For Service delivery 113
Customers visit the service siteProviders come to the customer 114
Place and time decisions
Where should services be delivered? 115
locational constraints
Mini-Stores 116
Locating in multipurpose facilities
E-commerce: The move to cyberspace
When should service be delivered? 117
Responding to customer's need for convenience 118
Use of call centre
Providing extended-hours customer service
The role of intermediaries 119
Delegating specific-service elements
Franchising
licensing and distribution elements 120
Key problems involving intermediaries
Channel conflict over Objectives and Perfomance
Channel conflict over cost rewards
Difficulty controlling Quality and consistency across Outlets 121
Tension between Empowerment and control
Channel Ambiguity
Service Promotion 123
Service Vs Goods: Implicationa for communications strategy
Intagible nature of service performances 124
Customer Involvement in Production
Service are harder for customers to Evaluate 125
The need to balance supply and demand
Importance of contact personnel
Reduced role for Intermediaries 126
Setting communication Objectives
Key Planning considerations 128
The marketing communications mix
Personal selling
Personal selling and communication 129
What does a sales person do?
how should sales person sale? 130
the Stimulus-response approach
The formula approach
advertising
Media available 131
Choosing advertising media
Publicity and public relations
Sales promotion 132
Sampling 133
Short term discounts are price cuta
sign-up rebates
gift premiums
Prize promotions 134
Instructional materials
The people dimension of Service 137
Service profit Chain 138
service Quality dimensions are driven by Employee behaviour 139
strategies for delivering services as per standard 140
Technology helps 141
Hire THE Right People 142
Develop people to Deliver service Quality 143
Training at tokoyo's imperial hotel 145
Ritz-Carlton's Credo Card 146
Twelve rules of training at marriot international
Employee Motivation through mission statement 147
Visions
Values
Empower Employees
Potential costs and benefits of Empowerment 149
Benefits
Costs
Promote Teamwork 150
develop internal Support System 151
Measure internal service Quality
Provide supportive technology and equipment 152
Develop service-oriented Internal process
Retain the best people 153
Treat Employees as customers
Measure and reward strong service performance 154
Service Culture 155
developing aservice culture
Transporting a service culture 156
Service Process BluePrinting 159
service blueprint
blueprint component 160
physical evidence
costomer actions
onstage contact
backstage contact employee actions
support processes
service blueprint components 162
service blueprint examples
reading and using service blueprint 164
benefits of service blueprinting 165
building a blueprint 166
building a service blueprint
physical evidence 169
elements of physical evidence
examples of physical evidence from the customer point of view 170
maintenance of physical evidance 171
mechanical problems
cleanliness issues
design issues
role of physical evidence 172
packaging
facilitating the service process
socialising employees and customers 173
socialising
means of differntiation
branding definition 175
brand name
trademark
service mark
generic name
what is brand
layers of a brand
product/service 177
basic brand
augmented brand
potential brand 178
product and service brands
service brands intengible
branding options
idividual brand names
family/umbrella brand
company name as brand name 179
distributor brand / store brand / private brand
branding & the buying process
importance of customer satisfaction and loyalty 181
customer loyalty/customer relationship is an asset 182
emotional loyalty
brand building 185
value proposition 186
brand=PX1XAV 186
added value 187
importance of brand
experience of use
user association
belief in efficacy
brand appearance
manufactures name and reputation
developing the framework and communicating the value proposition
innovation adoption model 188
awareness
interest
evaluation
trial
adoption
building customer relationship 189
financial benefits
social benefits
structural ties
a quality product/service experience
first mover advantage
unique positioning concept
strong communications programme
time and consistency 190
brands as wealth creators
brand identity a necessary concept 195
identity and image 196
brand positioning 197
limitations of positioning 200
six facets of identity 201
physique 202
personality
culture 203
relationship 204
reflection 205
self image 205
social conformity and distinction 206
brand concept of brand equity 209
brand loyalty 210
brand awareness
peceived quality
brand associations
other proprietary brand assets
value of brands to customer
identification
practicality
guarantee
optimisation 211
characterisation
continuity
hedonistic
ethical
value of brands to companies
brands market share and profits
brand leverage
value of niche brands
brand loyalty and beliefs
brand barrier
avenues for growth
motivating stakeholders
brand valuation 213
who need brand valuation
applications of brand valuation
brand valuation in brand management 214
brand valuation model 215
financial forecasting
role of branding
brand risk
brand value calculation 216
price premium method
earning valuation method
royalty payments method income approach 217
market value method
historic cost method
interbrand approach 218
consumer focusser models 219
leveraging a brand for sustainable competitive advantage 219
market based methodology 220
sale / purchase
weakness
economics and finance based methodology
samples of accounitng for brands 221
infosys corporate brand
Discont cash flow approach DCF
assumptions 223
ITC corporate brand
superbrands in india
abount superbrands the oscars of branding 224
top global brands
global brand score board 225
logic of cobranding 226
brand extension 231
line extension 232
extend the brand
limits of the classic conception of branding 234
1brand=1product=1 promise
multi brand policy 238
branding strategies 245
product brand strategy 246
line brand strategy 250
range brand strategy 251
umbrella brand strategy 253
source brand strategy 255
endorsing brand strategy 257
global brand strategy 260
can india build global brands 261
distributor's /retailer's own brands/private labels 262
winning brands 265
top management support is crucial 266
profund customer knowledge is essential 267
awareness 269
evoke emotions and create sensory experiences 270
exhibit admirable human qualities 271
stand for something
constant product and service innovation
create a sense of community 272
corporate culture must reinforce the brand positioning 273
internal brand building 274
front line employees are key to a brands success 275
consider co creating your brand with your customers 275
summary of fifteen things that must be done to create a winning brand 276
Saga of a brand Amul 279
LG electronics 291
How did LG go about doing this
R&D investments
fast mover
geographic scope
differntiation
innovation 292
consumer behaviour
company orientation
advertising
future orientation
Brand steels itself 295
No longer a steal
driving quality through branding 296
inbuilt value proposition is the key 297
cross industry lessons 298
A brand worth its salt 301
tata brand advantage
pressing the purity button 302
emotional link 303
potential to grow 303
a)
Historic cost
method
b
)
NPV of future
earnings
c)
Price
premium method
d
)
Market value
method
The benefit from source brand strategy lies in its ability to provide
a two tiered sense of difference and depth.
Tru
e
Fals
e
Followi
ng are
the
examp
les of
Style
chang
es :-
a)
Repainting retail branches.
b
) Vehicles in new colour schemes.
d Amazon.com
)
True
Fals
e
Value
of a
brand
is a
functi
on of
which
two
factor
s?
a)
Earnings
b
) Differentiati
on
c) Strength
d Relevance
)
a)
Pedestrian counts
b
) Retail gravity model
Franchising
c)
E-Commerce
d
)
The steps and activities that the contact employee
performs that are visible to the customer is :-
a)
On stage
employee action
b
)
Back stage
employee action
c)
The support
process
d
)
The Customer
Action Area
a)
ATMs.
b
) Face to face contact.
Internet.
c)
Supplier.
d
)
The three types of marketing that must
be successfully carried are external,
internal and :-
a)
Interactive.
b
) Outward.
Internate.
c)
Supplier.
d
)
a)
Bifaceted
b
) Multifaceted
Unifaceted
c)
Not balanced
d
)