SRM

SERVICES AND RETAIL MARKETING
Unit I
1st Internal Assessment Questions
Multiple Choice Questions
1. The bundle of attributes capable of exchange or use usually a

mix of tangible and intangible forms can be defined as
1) Facilities 2) Benefits 3) Product 4) All the above 5) None
of the above
2. In planning an offer of products and services, a skilled

marketing manager devices a strategy whereby the offers are
viewed at various levels to achieve unmatched product
differentiations and superlative customer service. The four level
of services offered are
1) Core offer, expected, augmented, and promised services 2)Core
offer, expected, augmented and additional services 3)Core or
generic offer, expected offer, augmented and potential offer
4) None of the above 5) All the above
3. A hotel in its effort to offer various level of services to the

customer provide many additional services. The hotel bed to
the customer will fall into the
1) Core or generic offer 2) Augmented offer 3) Potential offer 4)
Expected Offer 5) None
4. A pub in an up market area offers usual drinks but provide

additional free drinks to female colleagues accompanying the
customers. The offer will fall into the
1) Core or generic offer 2) Potential offer 3)Expected offer
4)Augmented offer 5)All the above
2) Quality has emerged as major competitive elements of service
company strategies. This strategies are being increasingly used to
1) To differentiate the services form the competitors 2) Create
loyal customers through better service offer 3) Built positive
image of the company 4) All the above 5)None
3) The perception of quality of service depends upon factors termed

as five star of quality. These five star of quality are
1) Reliability, durability, assurance, tangibles, and responsiveness
2) Reliability, , assurance, tangibles, empathy, and responsiveness
3) Reliability, assurance, tangibles, empathy, and courtesy
4) None of the above
5) All
4) A reputation of good quality is a major advantage because

perception of risk for many service consumers is very high. The
perceived quality of service depends upon reliability, assurance,
tangibles, empathy, and responsiveness. These five factors are also
called as
1) Five dimensions of quality 2)Five stars of quality 3)Five factors
of quality 4)None 5) ALL
5) Quality management approach of services can be divided into two

categories. These two categories are
1) Product attribute and process oriented approach
2) Product attribute and price oriented approach
3) Product attribute and customer oriented approach
4) None of the above
5) All
6) When a service company follows the product attribute approach

for quality management. It is likely to lead to
1) Decreased likelihood of satisfying customers 2)Long term
misleading of market place 3)Company develops product based
on its definition 4)All the above 5)None
7) When a service company follows customer oriented approach for

its quality management of services. It may result into
1) Increased likely hood of satisfying customers 2)Long term
misleading of market place 3) Both a & d 4) Long term
competitive edge in the market place 5) None
8) Service is generally made up of

1) Tangible component 2) Intangible component 3) Tangible and
intangible components 4) None of the above 5) All
9) While defining service quality, the process make distinction

between objective measure and subjective measure of quality.
According to Gronoroos, service can be broken down into two
components and both dimensions are relevant to customers.
These two dimension are
1) Technical & operational quality 2) Functional and external 3)
Technical and functional quality 4) None of the above 5) All the
above
10) The customers decision to buy a product is potentially

influenced by
1) Range Style 2) Presentation of the product 3) All the above 4)
None 5) Price
11) A specific model, brand, or size of product a company sells such

as a college course or business management can be called as
1) Product line 2) Product mix3) Product width4) Product item 5)All
12) A group of closely related items or product can be described as

1) Product line 2) Product mix 3) Product width 4) None of the
above 5) All
13) All the different product line of an company offers can be
collectively called as the
1) Product depth of the company 2) Product mix of the
company 3) Product width of the company 4) All 5) None
14) The no of different product line a company can be described as

the
1) Width of the product mix2) Depth of the product mix3) Both a & b
4)None of the above 5) All
15) The No of product items within each product line is called as

1) Product width 2) Products depth3)Product mix 4)None of the
above 5)All
16) The relationship amongst product lines in terms of their sharing

the end use, distribution outlets, consumer groups and price range
are described as
1) Heterogeneity in product mix 2) Homogeneity in the product
mix 3) Consistency in product mix 4) None of the above 5) All
17) A physicians diagnostic test performed, the hours of availability,

the college from where the degree is received can be described as
1) Intrinsic attributes 2) Extrinsic attributes 3) Both a &b 4) None
5) All
18) The price, brand name, and level of advertising that consumers
associate with the service are
1) Intrinsic attributes of the service 2) Extrinsic attributes of the
service 3) Value added services 4)None of the above 5)All
19) A restaurant plans to provide special menu to children, price
discount to the senior citizens, and guaranteed meal delivery within
15 min of taking orders. The hotel offering can be described as
1) Enriched service to the customers 2) Enhanced service to the
customers 3) Value added services to the customers 4)All the
above5) None
20) Switching of brands by customers are rare comparing to the

products. the reasons for the same could be
1) Services can not be standardize like product
2) The risk in shifting brands in service is much more comparing
the products
3) Marketers provides facilities to customers to switch from the
competition services by offering them attractive scheme 4)All of
the above 5) None
21) The loyalty and commitment of customer to a particular brand

of service is because of
1) Non availability of suitable substitute 2) Risk perceived in
switching the brand 3) Both a & b 4) None of the above 5) All
22) A firm offering a brand befit by augmenting or repositioning the

product is called as
1)Market penetration 2)Upward and downward stretch 3)Downward
stretch 4)Upward stretch 5)All
23) Firms modify their product to increase their market share. They
tries to make their product affordable to maximum no of
consumers. The phenomenon is called as
1)Market focus2)Upward and downward stretch3)Downward
stretch 4)Upward stretch 5)all
24) There is different terminology used in pricing of service. The
price charged as consultants service over a period of time is called
as
1)Retainer ship2)Commission3)Tariff 4)None of the above 5) All
25) The terminology used in pricing of services is different for

different services. The price paid or charged for an insurance
policy is called as
1)Commission 2)Tariff 3)Premium4)None of the above 5)All
26) There is different terminology used for pricing different

services. The terminology used for pricing electricity services is
called as
1)Toll 2)Tariff 3)Dues 4)None of the above 5)All
27) The other element of marketing mix generate cost whereas Price
is the only element of marketing mix which generate
1)Profits 2)Cost 3)Commission 4)Revenue 5)All
28) The relationship which plays a very significant role in pricing

decision is cost, volume, and price relationship. The price will
determine the quantity demanded in volume terms, the total
average cost of operation are determined by
1)Inventory 2)Volume produced 3)Both a & b 4)None of the
above 5)All
29) The cost incurred by the business as a result of its operation and
also depends on its scale of operation are called as
1)Variable cost 2)Fixed 3)Capital cost 4)All of the Above 5)None
30) The pricing decision is one of the importation decisions of

business operations. The broad parameters of price setting are
1)Cost based, competitors price strategies and demand of the
products
2)Cost based, competitors price strategies and customers
3)Cost based, market position and products position in PLC
4)None 5)All
31) The mechanism for fixing price for service is same as products
but with marginal difference. These marginal differences are on
account of
1)Very nature and characteristics of services
2)The seasonality and demand characteristics of the services
3)Both a & b 4)None 5)All
32) A Method of price determination in which the price of a unit of

product or service is set at a level equal to units total cost plus a
desired profit on the unit is known as
1)Cost oriented pricing 2)Rate of return pricking 3)Creative pricing
4)Cost plus pricing 5)All
33) A Method of pricing whereby the product or service is priced

based on the understanding of their cost is known as
1)Cost plus pricing2)Creative pricing3) Cost oriented pricing
4)None 5)All
34) A Pricing strategy approach whereby a firm sets prices after

researching consumers desire and ascertaining the range of prices
acceptable to the target market is known as
1)Discriminating pricing 2)Demand oriented pricing3)Backward
pricing 4)Skimming pricing 5)All
35) A pricing methods where in the firm is allowed to adjust the

prices based on the consumers ability negotiate or on the buying
power of a large consumers is known as
1)Demand oriented pricing 2)Discriminating pricing 3)Flexible
pricing 4)Both b & c 5)All
36) The Indian airlines charges 50% of normal fares for all type of
travel in economy class on domestic sectors from person who has
completed 65 years of age on the date of travel and is resident of
India, is an example of
1)Demand oriented pricing 2)Discriminating pricing 3)Flexible
pricing 4)Both b & c 5)All
37) A market based pricing which focuses on what the consumer is
willing to pay. After knowing the willingness to pay, the price is
worked out. First an acceptable margin is agreed upon and then the
costs re closely monitored so that the price which is deemed to be
acceptable can be matched. This methods of setting price are
known as
1)Forward pricing 2)Low pricing 3)Backward pricing 4)None 5)All
38) A pricing strategy where the initial price of the product or

service is kept high in relation to the target market range of
expected prices. This strategy is used if the product or service is
distinctive, its demand fairly inelastic and the product or service is
in short supply, is known as
1)Market penetration pricing 2)Skimming pricing 3)Customers must
be present when the services are being delivered 4)Both a & c 5)All
39) While selling products or services it may be required to make

variety of adjustment to the list or quoted price. The marketers
make some special adjustment in the list of the quoted price. These
adjustments are
1)Quoted price 2)Allowances 3)Geographical adjustment 4)All of the
above 5)None
40) A reduction from the list of price that a seller gives a buyer as a
reward for some buyer activity favorable to the seller is called as
1)Rewards 2)Discounts 3)Points 4)None of the above 5)All
41) It is defined as the channels or means used by which the service

provider gains access to potential buyer of the service product. It is
known as
1)The delivery system 2)The distribution system 3)The inventory
system 4)None 5)All
42) Channel selection is the difficult decision. While choosing a

distribution channel the firms need to consider intensity of market
coverage. Market coverage can be achieved by one of three major
type of distribution, they are
1)Intensive, selective and positive distribution 2)Intensive, selective
and exclusive distribution 3)Intensive, selective and forward
distribution 4)None 5)All
43) A strategy in which a supplier agrees to sell its products and

services only to a single whole selling middlemen and or tetailer in
a given market is called as
1)Intensive distribution 2)Exclusive distribution 3)Selective
distribution 4)None of the above 5)All
44) To achieve the most effective response from the target market,
there is always a need to plan an effective message such that
promotional efforts cause
1)Building brand image 2)Product service awareness 3)Both a & b
4)None of the above 5)All
45) According to Groonroos six guide lines of George and Berry for
service advertising are applicable th the most elements of
communication mix. Which of the following are not one of the six
elements
1)Provide tangible clues 2)Make the service understood
3)Capitalizing on the experience 4)Direct communication to
employees 5)All
46) The effort of a service firm to win the esteem of its public: the
media, security analyst ,stockholders, pressure groups, employees,
customers society at large , legislators, regulators and employers is
known as
1)Brand building 2)Public relation 3)Public service 4)None of the
above 5)All
47) The interaction between those providing the service and the
customers is called as service encounters. Mr. Carlzon (1987)
Described this encounter as
1)The moment of results 2)Moment of truth 3)Moment of results
48) The physical environment in which the service is performed

is known as the :
1)servicescape.2)landscape 3) market 4)All the above 5)none
49) Perishability is a problem for service providers. One

way to deal with this is to:
1) use a constant pricing strategy 2) provide a tangible cue through
physical3)setting, communications, or choice of
symbols4)standardize the service process 5) All
50) One of the greatest problems of intangibility is that it is difficult

to assess which of the following, both during and after the service,
has been experienced?
1)Service level 2) Quantity 3)Value 4) Price 5)Quality
Fill in the blanks
1. A set of assumption or ideology shared by the members of an

organization is called as ------------------------------------------------
2. Generally a customer perceive the quality of the service from
the
-----------------------------------------------------------------------------
---------------------------
3. An unsatisfied worker makes the organization unhappy and it
leads to the customers becoming unhappy due to the unsatisfied
worker. To study the impact graphically the cycle of failure
theory was illustrated by
----------------------------------------------------------------------------
4. ----------------------------------------------------------begins with the
narrow design of jobs to accommodate low skill levels,
emphasis on rule than service and use of technology to control
quality.
5. -----------------------------------------------------------begins with
repeat emphasis on attracting new customers who, becoming
dissatisfied with employee performance and the lack of
continuity implicit in continually changing faces, fail to develop
any loyalty to the suppliers.
6. --------------------is the process of providing specific skills to the
new recruits in the company
7. The removal of barriers that prevent workers from exercising
judgment and creativity according to Bowen & lowler is called
----------------------------------------
8. The interaction between those providing service and the
customer is known as --------------
9. Often customer evaluate s the service on the tangible cues or
physical evidence before its purchase. The general elements of
physical evidence includes ------------------------------------
10. Marketing of service is a challenge and
--------------------------------enhances the customers perception of
service quality.
11. Gronroos(1982) developed a model which focuses on the
construct of image which represent the point at which gap can
occur between expected service and perceived service. The
concept was known as
---------------------------------------------------------------------concep
t
12. Gronroos argued that perceived quality of service is
dependent on two variables and these variables are experienced
services and -----------------------------------------
13. ----------------------------------refers to what the customer is
actually receiving form the service. This is quantifiable and
capable of objective measurement as with tangible goods
14. --------------------------------------refers to how the technical
quality elements of the service are transferred.
15. In 1985 the parasuram, Ziethaml and Berry developed a
model of service quality. The model was known as
----------------------------------------
16. The PZB model claims that the consumer evaluates
service quality experience as the outcome of the gap between
expected and -----------------------------
17. The famous service quality model developed by
parasuram, Ziethaml and Berry identified
-----------------------------gap that can cause unsuccessful service
delivery.
18. The gap model PZB was a milestone in service quality
measurement. The GAP 1, lack of understanding basically
emphasizes on the gap between
-----------------------------------------and management perception.
measurement. The GAP 2, lack of development basically
-----------------------------------------and service quality
specification.
measurement. The GAP 3, poor delivery basically emphasizes
on the gap between -----------------------------------------and
service delivery
measurement. The GAP 4, unrealistic expectation basically
-----------------------------------------and external communication
measurement. The GAP 5, service gap basically emphasizes on
the gap between perceived service and
-------------------------------------
23. Researchers argue that empowerment is not an either/or
but rather a choice of three options each of which involve
differing amounts of knowledge, information rewards and
power, these three options are 1------------------------
2-------------------------------3------------------------------
24. The visual portrayal of a service plan is called as
-------------------------------
25. -------------------------------------- is a technique which is
used to portray an existing service situation and provides a
useful tool to asses and identify service evidence opportunity
26. -----------------View of quality is synonymous with innate
excellence, a mark of uncompromising standard
and high achievement.
27. ------------------------------ views quality as a precise and
measurable variable
28. ------------------------------defines in terms of cost and
prices. Value is the quality you get for the price you pay.
29. ----------------------------starts with the promise that quality
lies in the eyes of the beholder. According to this approach the
goods that best satisfy customer preferences are believed to be
of high quality
30. ---------------------------approach the focus is on the supply
side and is concerned primarily with engineering and
manufacturing practices
31. Garvin proposed -------------------dimension of quality for
products
32. Parasuraman, A Zelthaml, and Berry LL a group of
researcher in services marketing proposed
---------------------quality dimension of their own
33. The ten quality dimension proposed by Parasuraman, and
A Zelthaml covers every aspect of service. The term
responsiveness in the service means
----------------------------------------------
A Zelthaml covers every aspect of service. The term credibility
in the service means ----------------------------------------------
A Zelthaml covers every aspect of service. The term tangibles in
the service means
-------------------------------------------------------------------is the
process of dividing the total market for goods or services into
several smaller groups
A Zelthaml covers every aspect of service. The term courtesy in
the service means
----------------------------------------------------------------------is a
technique that classify life styles by investigating how people
live, what interest them and what they like.
A Zelthaml covers every aspect of service. The term security in
the service means ----------------------------------------------
competence in the service means
----------------------------------------------
A Zelthaml covers every aspect of service. The term reliability
in the service means ----------------------------------------------
communication in the service means
----------------------------------------------
41. The ten dimension of quality which was later pooled into
five dimension are 1------------------------------2-------------------
3------------------------4--------------------------
5------------------------
42. The five quality dimension proposed later after polling
the ten quality dimension proposed by Parasuraman and Berry
The term Empathy in the five dimension basically means
---------------------------------------------
43. The five dimension of quality i.e. responsiveness,
assurance, tangibles, empathy, reliability are also known as
----------------------------------------------
44. SERVQUAL is the tools used to measure the service
quality. It has 22 items allocated to ---------------------quality
dimensions
45. One of the most comprehensive measurement instrument
developed by Parasuraman, Berry and Ziethaml is known as
---------------------------
46. The --------------------------------of failure begins with a
narrow design of jobs to accommodate low skill levels,
emphasis on rules rather than service and use of technology to
control quality
47. The -------------------------cycle of failure begins with
repeat emphasis on attracting new customers who, becoming
dissatisfied with employee performance and the lack of
continuity implicit in continually changing faces, fail to develop
any loyalty to the suppliers and turn over as rapidly as the staff
48. The system which involves paid marketing
communication activities that are intended to stimulate
consumer purchases and dealer effectiveness are called as
-----------------------
49. -------------------------Involves oral communication with
one or more prospective buyers by paid representatives for the
purpose of making sales
50. The paid form of non personal communication through the
media about a product/service that has an identified sponsor is
called as ------------------
Keys
1. 3
2. 3
3. 1
4. 2
5. 4
6. 2
7. 2
8. 3
9. 4
10. 3
11. 3
12. 3
13. 4
14. 4
15. 1
16. 2
17. 1
18. 2
19. 3
20. 1
21. 2
22. 3
23. 4
24. 3
25. 4
26. 3
27. 1
28. 3
29. 2
30. 4
31. 2
32. 1
33. 2
34. 3
35. 4
36. 3
37. 2
38. 4
39. 4
40. 3
41. 4
42. 4
43. 2
44. 2
45. 2
46. 2
47. 3
48. 1
49. 5
50. 5
Fill in the blanks
1. Service culture
2. Appearance, interpersonal behavior attitude of contact personal
3. Schlesniger and Heskett of Howard business school
4. Employee cycle of failure
5. Customer cycle of failure
6. Training
7. Empowerment
8. Service encounters
9. Exterior facilities, interior facilities and other tangibles
10. Physical evidence
11. Missing service quality concept
12. Perceived service
13. Technical quality
14. Functional quality
15. PZB model
16. Perceived quality
17. Five
18. Consumer expectation
19. Management perception
20. management perception
21. Service delivery
22. Delivered service
23. Suggestion involvement, Job involvement, High
involvement
24. Service blue print
25. Service mapping
26. Transcendent approach
27. Product based approach
28. Value based approach
29. User based approach
30. Manufacturing based approach
31. Eight
32. Ten
33. Willingness and readiness of employees to provide
timeliness service
34. Trustworthiness, believability and honesty
35. Physical evidence, facilities and appearance
36. Respect and consideration
37. Freedom from danger risk or doubt
38. Existence of required skill and knowledge especially in
contact person
39. Consistency of performance and dependability
40. Informing customer in language they can understand
41. Responsiveness, assurance, tangibles, empathy, reliability
42. Caring, individual attention the firm provide to its
customers
43. Rater or five star of quality
44. Five
45. SERVQUAL
46. The employee cycle of failure
47. The customer cycle of failure
48. Sales promotion
49. Personal selling
50. Advertising
1st Internal Assessment Question

UNIT-2
5. Which of the following are not the part of 4Is of the services
marketing
1)Inseparability 2)Interchangeability 3)Inconsistency 4)Inventory
characteristics
6. Growth of services industries in the world can be attributed to

1)Rising income, and changing technology2)Changing life style
and changing world3)Changing industrial economy and
populations4)All the above 5)None
7. One of the characteristics of services is its

1)Perish ability and heterogeneity 2)Consistency and Reliability 3)
Tangibility and durability 4) None of the above 5)All
8. One of the following is not the part of environment variable
called PEST impact on services marketing
1)Technology2)Economy of scale3)Socio-cultural4)Political
legal5) All
9. It is a set of tangible physical attributes assembled in an

identifiable form to provide want satisfaction to consumers. It
can be called as
1)Services 2)Products 3)Goods 4)None of the above 5)All
10. An identifiable, intangible activity, that is main object of

transaction designed to provide want satisfaction to consumers
can be called as
1)Services 2)Products 3)Facilities 4)None of the above 5)All
11. Rehman is a marketing executive and in one of his client

meeting he explains the procedure and benefits of senior
citizens pensioners benefits. Mr. Rehman is basically trying to
market
1)Facilities of the company2)Goods of the company3)Services of
the company4)None of the above
12. Though services has always been part of the overall

business function, but advent of services as separate sectors
has been due to
1)Greater life expectancy2)Over all increase in affluency 3)Both a
&b4)None of the above 5)All
13. Cultural and religious services is one of the example of

1) Profit organization 2) Nonprofit organization 3)Both a & b
14. Services are driving the developed economies of the
world, and looking at the trends of the world economies, in
future the manufacturing sectors will have a limited contribution
in the overall contribution in the GDP of the nations. The
reasons for the shift in the overall share from manufacturing to
services is due to
1) More leisure time with individual demanding more leisure
services
2) Greater life expectancy resulting in advent of more health
and old age services
3) Internationalization of business resulting in growth of
consultancies and other services
4) All the above 5)None
15. A Computer manufacturing company has been in the

business for very long time providing computer hardware and
peripherals. It has come out with an advertisement offering
solution to the small planet. The advertisement signifies and
indicates that company is
1)Trying to enter in services sectors2)Trying to repackage the
marketing of the products 3)Trying to offer more variants of
computers 4)None of the above 5)All
16. To classify goods and services on goods services

continuum , any goods and services can be positioned on the
continuum as
1) Pure goods, goods related, and services related products
2) Goods related and services related products
3) Pure goods, goods related, services related and pure services
4) None of the above 5)All
17. The goods services continuum categorizes goods and

services on a bar starting with
1) Pure goods in the left side and pure services in the right side of
the bar
2) Pure goods in the right side and pure services in the left side of
the bar
3) Pure goods, goods related, services related and pure services
from left to right
4) Both a & c 5)All
18. The goods services continuum helps firms to decide what

should be offered to the
1)Market 2)Competitors 3)Workers 4)All of the above 5)None
19. One of the characteristics of services is that the production

and consumption of the services
1) Differs widely on timing 2)Takes place simultaneously
3)Follows the same pattern as goods 4)None of the above 5)All
20. There are four distinctive characteristics of services which

create special marketing challenges and opportunity. These four
elements are referred as4Is of services. These 4Is of services are
1) Intangibility, interchangeability, interpretability, and
inconsistencies
2) Inventory , interchangeability, consistencies , and
inconsistencies
3) Intangibility, Inconsistency , Inseparability , and inventory
21. One of the characteristics of services is intangibility

nature. It basically means
1) The services cannot be easily displayed in stores
2) They cannot be patented
3) Both a & b 4)None of the above 5)All
22. One of the characteristics of services is inconsistencies. It

basically means
1) There is a greater variation in services 2)It is difficult to
standardize the services 3)Both b & c 4)None 5)All
23. One of the characteristics of the services which are
defined as 4Is is inseparability which means that services
1)Can not be produced and delivered separately
2)Can be produced and delivered separately
3)Customers must be present when the services are being
delivered 4)Both a & c 5) All
24. One of the characteristics of the services which are

defined as 4Is is inventory which means that services
1) Require greater space to store them2)Can not be inventoried
3)Both a & b 4)None of the above 5)All
25. While purchasing a service in the market, a consumer is

likely to buy the services based on the trust as it is impossible
for a customer to
1) Taste or feel the services before he purchases the same
2) Hear or smell the services before he purchases the same
3) Touch or see the services before he purchases the same
4) All of the Above 5)None
26. A customer can not feel, taste, hear or smell the services
before he buys the same. Which of the following characteristics
describes these quality of services
1)Inconsistencies 2)Intangibility 3)Inventory 4)None 5)All
27. Since it is difficult for a customer to taste, feel, smell or

see the services, he usually buys the services on
1)Guts 2)Intuition 3)Trust 4)None 5)All
28. Inconsistency is one of the characteristics of services
industry which also form part of 4Is of services characteristics.
It is also referred as
1) Variability and Heterogeneity 2)Variability and Homogeneity
29. Inconsistency, one of the characteristics of services,

basically means that different service providers perform a given
service
1) Similarly 2)Differently 3)Consistently 4)None of the above5)All
30. Inconsistency is one of the 4Is of services marketing. It is

also referred as
1) Variability or homogeneity 2)Heterogeneity and invariability
2) Variability or heterogeneity 4)All of the above 5)None
31. Mohan Sharma who runs a male parlor, finds difficult in

standardizing the offerings to his customers. He has some of the
finest workers but still all operate according to their own set
pattern. The difficulty of Sharma is due to which of the
characteristics of services
1) Intangibility of services 2)Inconsistency of services 3)
Inseparability of services 4)None of the above 5)All
32. The characteristics of services that makes them less

standardize and uniform than goods are called
1) Inconsistency or variability2)Inconsistency or heterogeneity
33. ATM services provided by banks makes the banking

services
1) More tangible 2)More consistence 3)More intangible
34. One of the characteristics of services is that service
provider and services receiver has to come together to give and
take the services. Which of the following characteristics
indicates this characteristics
1) Inconsistency2)Inseparability 3)Intangibility4)None of the
above 5)All
35. Services have unique characteristics of inventory. They

can not be stored or stocked by distribution channels. This
concept has a major limitation. It limits the
1) Scope of operation of services2)Scale of operation of services
3)Mode of operation of services 4)None of the above 5)All
36. When a tutor undertakes the tutorial classes for students at

his home. Which types of services production they are
engaging in
1) Co-production 2)Isolated production 3)Self service 4)None
of the above 5)All
37. When service provider and customer work together to

produce the services they are
1) Isolated production of services 2)Co-production of services
3)Self service 4)None of the above 5)All
38. When a personality development classes is organized by a
trainer , the type of production of service is
1) Isolated production of services 2)Co-production of services
3)Self service 4)None of the above 5)All
39. The entertainment industry which produces movies for

public viewing engages in which type of services production
1) Isolated production 2)Co-production 3)Self production 4)None
of the above 5)All
40. The ATM services of banks provided to dispense cash to
customers is finest example of
1) Isolated production of services 2)Self service 3)Co-production
of services 4)All the above 5)None
41. When an airlines seat is not booked or a cinema hall seats

goes empty, it can not be carried over and goes waste. This
characteristics of services is defined as
1) Intangibility 2)Perish ability 3)Inventory 4)None 5)All
42. Raghu a tax consultant works every day nine to five. But
he remains idle for most of the time as working professional do
not visit him as they are busy with their job. The time lost can
not be carried forward by Raghu. The 4Is which defined this
characteristics is
1) Intangibility 2)Inconsistency 3)Inventory 4)None 5)All
43. One of the fundamental difference between services and

goods or that goods are manufactured at a plant or factory,
services are
1) Manufactured by customers 2)Created by services providers
3) Manufactured by customers and services provider 4)None of
the above 5)All
44. The fundamental difference between goods and services

are that, quality of goods can be measure before consuming the
same, but the quality of services
1) Are measured during the creation of services 2)Are measured
only after the services have been used by the customers 3)It is
not possible to measure the services at any stage of its
production and delivery 4)None of the above 5)All
45. Mr. Jagan is a marketing manager of a carpet
manufacturing house. His customers include individual
customers who purchase the same for his own use and
institutional customers who purchase the same for offices. To
effectively market the carpets Mr. Jagan should classify his
product as per
1) Degree of durability of the product 2)Market segmentation
3) Goals of the organization 4)None of the above 5)All
46. A manufacturer who manufacturers toothpaste, finds that

the product reaches to the customers through various
intermediaries. The no of intermediaries also indicates the
1) Length of distribution channels 2)Degree of customer contacts
3)Objectives of the organization 4)None of the above 5)All
47. Services like goods can be classified in various ways. The

classification of service can not be done by
1) Market segments, degree of tangibility, and skills of the
service providers
2) Goals of the service providers, degree of regulation and
degree of labor intensiveness
48. There are three types of services which are classified by

degree of tangibility. They are
1) Rental goods, own goods, and Pure goods 2)Rental goods, owned
goods and non-goods 3)Both b & c 4)None 5)All
45 The services on offer can be classified in various ways. The

services offered by legal services, medical services, and
management consulting can be best classified by
1) Degree of customer contact2)By the skill of the services providers
3)Degree of tangibility 4)Both a & c 5)All
46. The services on offer can be classified in various ways. The
services offered by the university, air travel and hotel can be best
classified by
1) Degree of customer contact 2)Goals of the services providers
2) Degree of tangibility 4)None of the above 5)All
47. Silvestro et al suggested six services dimensions against

which any particular services should be viewed. Which one of the
following are not one of the six dimension
1) People focus 2)Length of the customer contact time 3)Extent of
Customization of services 4)All the above 5)None
48. One of the six services dimension suggested by Silvestro et al

for services classification are
1) Services should have customer focus 2)What is the extent of
standardization of the services 3)Does the services have employees
focus 4)None of the above 5)All
49. When the tangibility aspect of services increases it becomes

easier for consumers to
1) Compare the services for its quality and suitability
2) Evaluate the services for quality and suitability
3) Rate the services for its quality and suitability
4) All the above 5)None
50. There is significance importance of the physical surroundings

on the customers and employees involved with service provision.
Based on this Mr. Bitner classified service organization as
1) Self services, interpersonal services and remote services
2) Self service, remote service and interactive service
3) Interpersonal service, remote service and customer service
Fill in the blanks

1. The service contact person is an actor, the customers audience,
the service setting is the stage and the process is the
performance. The two dimensional classification of services
based on the above analogies was given by
--------------------------------------------------------------
2. The classification of services were done using services
operation dimension by Silvestro et al. He suggested
--------------------service dimensions against which any particular
service should be viewed
3. The industrial services which can be provided to customers can
be categorized as
-----------------------------------------------------------------------------
--------------------------------------------------------------
4. The Maslows theory of motivation described five classes of
needs in the order of importance, which had to be satisfied in a
fix sequence. The first needs in the order is -----------------------
5. The theory of motivation as described by Maslows describes
five classes of needs in the order of importance which has to be
satisfied in a the same order. The last needs in that order is
---------------------
6. ----------------------------is the process carried out by individual to
receive, organize and assign meaning to a stimuli detected by
the five senses, recognize it and assign meaning to it
7. Three ongoing processes of selectivity limit people perceptions.
They are selective exposure, selective distortion and
---------------------------
8. In our surrounding there are millions of stimuli every day. Most
of these stimuli we do not actually see or respond to.
---------------------is the process by which people avoid stimuli in
their environment?
9. -------------------------is the phenomenon in which an individual
compares new information with his or her existing knowledge
of frame of reference
10. -------------------------is the phenomenon of retaining in
memory only part of what is perceived and particularly
information that supports the existing attitude and beliefs
11. Social factors, cultural factors, psychological factors and
----------------------------are the four factors that influences the
way people perceive stimuli
12. How people see things and the way they behave are
influence by the people to whom they relate. These factors are
called as ----------------which influences the buyers behavior.
13. ----------------------Serves as a reference point and
influences an individuals affective response, cognition and
behavior
14. --------------------is defined as the positioning of an
individual within a group organization or society
15. ---------------------is the process of dividing the total market
for goods or services into several smaller groups
16. The market can be segmented in several way. The
division of consumer on the basis of countries, regions, states,
cities and town are the example of ------------------------
17. ------------------------is a technique that classify life styles
by investigating how people live, what interest them and what
they like.
18. A status hierarchy by which groups and individuals are
classified on the basis of esteem and prestige is called as
---------------------------
19. The sum total of an individuals enduring internal
psychological traits that make the person unique can be defined
as ----------------------------
20. The no of stages a family passes in its total life cycle or
the total no of stages of a family life cycle are ---------------
21. It is some not done to the product but to the mind of the
prospect it is the battle for the consumers mind. It can be best
described as -------------------------------
22. One of the objective of positioning is to fill the gap
created due to mismatch between wish image and -----------------
23. ------------------- can be defined as the impact or affect the
attributes of services on to the customers
24. To effectively position the services in the mind of the
consumers it is important that the image of the same is
successfully ---------------------
25. There are several approaches to positioning of services
offerings. An offerings targeting the executive and frequent
flyers in its advertisement is an example of positioning by
------------
26. during positioning of services the marketers can talk of
various dimension of services. The emphasis on reliability,
assurance and empathy are the positioning approach called
------------
27. Jatin das is an hotel services marketing executives. In one
of the tag line of his services advertisement he talk about
Check in and check out in one minute. He is basically trying
to position the services on -------------------
28. When a service providers uses a great ambience, brochure,
visiting cards and a well trained staff to handle the customers,
he is positioning his services by
---------------------------------------
29. There are four Ps which is a standard marketing mix used
for marketing of goods and physical products. the additional 3Ps
which caters to the specific role of services marketing are
--------------------------------------
30. The element of marketing mix which has 7 Ps associated
with it are product, price, place, promotion, people, process and
----------------------
31. -----------------------describes the specific combination of
marketing elements used to achieve an
organizations/individuals objectives and satisfy the target
market.
32. There are 7 Ps of marketing mix used for marketing the
services. While price brings revenues to the company the others
---------------------------------------------------------------- adds the
perceived value to the product and services.
33. The pest impact on services marketing is defined as the
impact of political legal, economic socio-cultural and
-------------------------on marketing of services and products
34. -------------------can be defined as a set of tangible physical
attributes assembled in an identifiable form to provide want
satisfaction to consumers.
35. --------------------is an identifiable, intangible, activity
whos main objective of transaction is designed to provide what
satisfaction to consumers
36. The goods and services can be classified and positioned on
a goods-services continuum as pure goods, goods related,
services related and --------------------
37. One of the advantages of goods services quantum is that it
facilitates
---------------------------------------------------------accordingly.
38. The products TV, Car and Oven are the examples of pure
goods whereas hotel room lodging, bus transportation and
equipment leasing the perfect example of --------------------on
goods services quantum.
39. There are four distinctive characteristics of services which
create special marketing challenges and opportunities. These
four elements are referred by some researchers as
----------------of services.
40. If a service offered by a service providers does not has
physical attributes and as a result impossible for a customers to
taste, feel, hear or smell before they buy the same. This
characteristic of the services is defined as the
------------------------nature of the service.
41. A beauty parlor provides highly personal service to its VIP
customers. It involves personal involvement of the service
provider. One of the 4Is which defines this services is
-----------------
42. There are three basic types of service production. They are
co-production, isolated production and
----------------------------------- .
43. A five classes of human needs were propounded by
-----------------------in the order of Physiological needs, safety
and security, belongingness, esteem and self actualization.
44. The humans first needs is of hunger, thirst, and air. As per
the maslow need theory the needs is ---------------------------- of
human beings.
45. Ramesh has reached the top of his profession and wants
to contribute to the education of underprivileged children. As
per Maslows theory of needs his needs can be described as
----------------needs.
46. -----------------------is the division of or ranking within
society based on education, occupation and type of residential
hoods
47. The typical class structure in a society basically comprises
of , upper class, upper middle class, Middle class,
------------------------ and lower class
48. The typical class structure in a society consist of
--------------- Social classes
49. ------------------------------is defined as the positioning of an
individual within a group, organization or society.
50. The learning theory is the result of four influences. They
are drive, cues, responses and ----------------------------.
Key
Answers
KEY

1) 2
2) 4
3) 1
4) 2
5) 3
6) 1
7) 3
8) 3
9) 2
10) 4
11) 1
12) 3
13) 4
14) 1
15) 2
16) 3
17) 3
18) 3
19) 4
20) 2
21) 4
22) 2
23) 3
24) 1
25) 2
26) 3
27) 2
28) 3
29) 2
30) 2
31) 2
32) 1
33) 2
34) 2
35) 1
36) 2
37) 3
38) 3
39) 2
40) 2
41) 2
42) 1
43) 3
44) 2
45) 2
46) 1
47) 1
48) 4
49) 4
50) 1
Fill in the blanks
1. Grove and fisk

2. Six
3. Equipment based services, facilitating services, advisory and
consultative services
4. Physiological needs
5. Self actualization needs
6. Perception
7. Selective retention
8. Selective exposure
9. Selective distortion
10. Selective retention
11. Personal factors
12. Social factors
13. Reference group
14. Status
15. Market segmentation
16. Geographical segmentation
17. Psychographic segmentation
18. Social class
19. Individuals personality
20. Eight
21. Positioning
22. Current image
23. Benefits
24. Differentiated
25. Class of users or users class
26. Positioning by quality dimension
27. Responsiveness
29. People, process and physical evidence
31. Marketing mix
32. Product, place, promotion, people, process and physical
evidence
33. Technology
34. Physical goods
35. Services
36. pure services
37. Marketers to know and plan their marketing offerings
38. Goods related
39. 4Is
40. Intangible nature
41. Inseparability
42. Self service
43. Maslows
44. Physiological needs
45. Self actualization needs
46. Social class
47. Working class
48. Five classes
49. Status
50. Reinforcement
Unit 3
1. To ensure that the potential problem cause due to services

characteristics are minimized, the marketers must develop the
right service for the right people at the right price
1) With right benefits 2)With right positioning and image 3)With
right quantity 4)None 5)All
2. The important strategy for marketing of services does not

include
1) Strategy to stay proactive by differentiation 2)Strategy for
dealing with intangibility 3)Strategy for dealing with
inseparability 4)None of the above 5)All
3. The important strategy for marketing of services include

1) Strategy to stay proactive by differentiation 2) Strategy for
dealing with intangibility3) Strategy for dealing with
inseparability 4) All the above 5) None
4. The important strategy for marketing of services include

1) Strategy for dealing with inconsistency2)Strategy for dealing
with inventory 3)Both a & b 4)None of the above 5)All
5. Something deserved by the customer, that only one company
not its rivals can offer is known as
1) Differential advantage 2)Proactive servicing to the customers
3)Both a & b 4)None of the above 5) All
6. A service offered has two component attached with it, the one is
known as core product/service offering and the others is known
as
1)Supplemental services 2)Value added services 3)Peripheral
services 4)All the above 5)All
7. While delivering a service, the core product/service is

surrounded by supplements and these supplements expand
outward. These supplements are known as
1) Primary service, Reactive service, and functional service
2) Primary service, Reactive service, and Proactive service
3) Primary service, Reactive service, and Promotional service
4)None 5)All
8. While studying customers satisfaction across the range of

service offerings, the marketers often find customers evaluating
the service delivery on the basis of supplements/peripherals.
The reasons why customers evaluate services on supplementals
are
1) Customers take it for granted that the core offerings will be of
high standard 2)There is hardly any variation across
competitors on the core benefits 3)It is very difficult for
customers to judge the core offering 4)All the above 5)None
9. There are two components in service, the core product. / Service

and supplemental service. The trustworthiness of a lawyer shall
fall in the category of
1) Core product2)Core and supplemental service 3)Supplemental
service 4)None of the above 5)All
10. There are two components in service, the core product. /
Service and supplemental/peripheral service. The movie or meal
on board the aero plane shall fall in the category of
1)Core product 2)Core and supplemental service 3)Supplemental

Service and supplemental/peripheral service. The lawyers sound
legal advice shall fall in the category of
1)Core product 2)Core and supplemental service 3)Supplemental

Service and supplemental/peripheral service. The doctors proper
diagnosis and treatment shall fall in the category of
1)Core and supplemental service 2)Core product3)Supplemental

Service and supplemental/peripheral service. The safe form one
city to another via aero plane shall fall in the category of
1)Core and supplemental service2)Core product3)Supplemental
service 4)None of the above 5) All

Service and supplemental/peripheral service. These supplements
expand outwards and are known by primary service, reactive
service and proactive service. The Discount fare offered by
Sahara after the jet announcement is the example of
1)Proactive service 2)Reactive service 3)Primary service 4)None of
the above 5) All
Service and supplemental/peripheral service. These supplements
expand outwards and are known by primary service, reactive
service and proactive service. The innovative frequent flyers
scheme offered first by Kingfisher airlines is to its customers is
the example of
1)Proactive service 2)Reactive service 3) Primary service 4)None of
the above 5)All
16. One of the characteristics of the services that can be easily

assessed before purchase is known as
1)Evaluation of services quality 2)Search quality 3)Judging of
services 4)None of the above 5)All
17. One of the characteristics of the services that can not be

easily assessed even after purchase and experience as
1)Evaluation of services quality 2)Search quality 3)Credence quality
18. One of the characteristics of the services that can be

assessed only after purchase and experience is known as
1)Credence quality2)Search quality 3)Experience Quality 4)
None of the above 5)All
19. The characteristics/quality of services which makes the

service evaluation difficult is
1)Credence quality, search quality and judging quality
2)Search quality, experience quality and experience quality
3)Experience Quality, search quality and feel quality
4)None of the above 5)ALL
20. A company when standardizing on uniforms of its service
representatives, visiting cards, logo and letterhead. The
approach of the company can be described as
1) Tangibilising through tangible representation
2) Tangibilising through physical representation
3) Tangibilising through internal resources
4) None of the above 5) All
21. Visualization, association and physical representation is

the approach of
1)Tangibilising the services 2)Making the services to inventories
3)Both a &b 4)None of the above 5)All
22. The branding of services are in effort by the marketers to

add
1)Value to the product 2)Add tangibility to intangible 3)To promote
the services 5)None of the above All
23. There are a no of approach and effort by the marketers to

create visibility and tangibility into the services, which of the
following approach is not the part of the same,
1)Branding of the services 2)Representing the services physically
3)Allowing employees to talk about the service with the customers
4)None the above 5)All
24. Citi bank one the biggest bank of America uses colors,
gold or platinum symbolizes wealth and status. It is the example
of
1)Documentation of services 2)Association of services 3) Physical
representation of services 4)Promotion of services 5) All
25. When AT&T and Times group offers benefits to
customers: discounts on long distance phone calls and frequent
flyer program , they are basically
1)Tangibilising services through positioning2)Tangibilising
services though benefits 3)Tangibilising though branding
26. When Mauritius was being promoted as a destination to

Indian tourist, specific aspects were highlighted in the print ads.
These are the example of
1)Positioning tangibles of the services 2)Positioning intangibles
of the services 3)Positioning perishable aspect of the services 4)
27. When a restaurants focuses on the exteriors and

surrounding with trendy designs and decorations in side the
dining areas they are trying to
1)Tangibilising through promotion 2)Tangibilising through
physical surroundings 3)Tangibilising through branding
28. An effective strategy for managing demand in services

sectors desires a good understanding of capacity constraints.
The four capacity constraints are
1)Time, labor, equipment, and faculties constraints 2)Time, labor,
equipment, and facilities constraints 3)Time, capability equipment,
and facilities constraints4)None of the above 5)All
29. If an organization employ large no of employees to meet

the seasonal demand of the services, it faces slackness in
demand during the off seasons. The type of constraints the
organization facing is
1)Facilities constraints 2)Time constraints 3)Labor constraints
30. Anuradha is a business executives of an events

management company. She has a good demand for her services
and caters to the premium segment of the market. Of late she
finds that due to non availability of qualified and trained
workers, corporate clients are looking for an alternatives.
Anuradha is basically facing a problem of
1)Facilities constraints 2)Time constraints 3)Labor constraints 4)None
of the above 5)All
31. At any situation when the demand exceeds capacity, the

service provider gets constrained. When there is less capacity in
terms of no of seat than the demand in peak seasons in an
airlines, the Airlines is facing the problems of
1) Labor constraints 2) Time constraints 3) Facilities constraints4)
None of the above 5) All
32. Due to sudden demands for mobile phone services in

urban area, BSNL a telecom company is facing difficulty in
meeting the demand, as the capacity to serve customers is
limited. The company is facing the problem of
1)Facilities constraints 2)Time constraints 3)Equipment constraints 4)
33. Services offered to the customers have its capacity

limitations. It is possible to meet the customers demands by
using marketing mix to match capacity and demands. The
methods that can be adopted to match the same are
1)By service variation 2)Communicating with customers 3)Adjusting
prices 4)All the above
34. The Delhi library through its mobile van provided the
library services to the customers at his or her preferred location.
The strategy of the services provider is an example of
1) Using resources of the company to meet the demand
2) Using marketing mix to match capacity and demand
35. A service organization attracts customers away from the

peak periods by offering its services at low price during low
demand periods. This strategy is based on the economics
principal of
1) Demand and cost principal 2)Demand and supply gap principal
3)Demand and supply principal 4)None of the above 5)All
36. A service organization attracts customers away from peak

periods by offering its services at low price during low demand
periods. It is important that the pricing decisions should be
made keeping in mind
1)Use of highest level of capacity utilization 2)Market segment
3)Goals of the organization, in terms of return on investment
4)All the above 5)None
37. A typical problem with restaurants is that the capacity is

not sufficient during the peak hours and capacity goes waste
during off peak hours. The best strategy to deal with this type of
situation is to
1)Stretching capacity to meet the additional business 2)
Stretching labor to meet the demands in peak hour 3)Adjusting
capacity to meet the varying demands4)None 5)All
38. When a coaching centre add some extra desks in the class
rooms to accommodate more students for the crash course due
to surplus demands, they are basically trying to
1) Meet the demand by varying the services
2) Meet the demand by stretching the facility
3) Meet the demand by communication with the customers
39. There are different strategies to meet the demand

fluctuation in the services markets. They are marketing
strategies and non-marketing strategies. When a services
providers uses differential pricing to meet the demands he is
basically using
1)Marketing strategy 2)Non marketing strategy 3)Both a & b 4)
None 5)All
40. There are different strategies to meet the demand

fluctuation in the services markets. They are marketing
strategies and non-marketing strategies. When a services
providers cross trains the employees to meet the demand, which
of the following methods he is using?
1)Marketing strategy 2)Non marketing strategy 3)Both a & b 4)None
5)All
41. A characteristics of services which makes the services less

standardizes and uniform than the goods are known as
1)Inseparability 2)Intangibility 3)Inconsistency 4)None 5)All
42. To deal with the inconsistency of services two methods are

used to overcome the weaknesses of inconsistency, they are
1) Industrialized and non industrialized services
2) Industrialized and established set rule and procedure
3) Industrialized and un established rule and procedure
4) Both a & c 5) All
43. One of the benefits of industrializing the services is that it
1) Lowers the inefficiency and excessive intangibility
2) Lowers the inefficiency and excessive variability
3) Lowers the inefficiency and excessive inventory
4) All of the above 5)None
44. For standardization of services, organization generally do

industrialization of services delivery which lowers inefficiency,
and excessive variability through
1)Hard technology 2)Soft technology 3)Hybrid technology 4)All the
above 5)All
45. For standardization of services, organizations generally do

industrialization of services delivery which lowers inefficiency,
and excessive variability through hard technology, soft
technology and hybrid technology. The hard technology
basically means
1)Substituting people for machinery 2)Substituting machinery for
people 3)Substituting machinery for technology 4)None of the above
5)All

industrialization of services delivery, which lowers inefficiency,
technology and hybrid technology. The soft technology
basically means
1) Preplanned systems for individual services
2) Preplanned system for machinery and equipment
3) Preplanned system for collective services

industrialization of services delivery, which lowers inefficiency,
technology and hybrid technology. The hybrid technology
basically means
1) Industrializing services that combine both hard and individual
services
2) Industrializing services that combine both hard and soft technology
48. System employed to route the trucks services using

computerization and networking is a perfect example of
1) Using Soft technology to deal with inconsistency
2) Using Hard technology to deal with inconsistency
3) Using Hybrid technology to deal with inconsistency
49. Banks using ATM services instead of teller services is a

prefect example of
50. Instead of offering tour services individually, services

providers offer prepackaged vacation tour to their coustomers, it
is an example of
Fill in the blanks
1. The strategy used by marketers to deal with inseparability is to

build membership relationship , personalized the service and
---------------------------------------
2. The strategy used by marketers to deal with inseparability is to
build membership relationship , ---------------------------------and
Provide sensitivity training
3. Inseparability makes it impossible to delink the service provider
from the service customers. The strategy to deal with this
situation is to ---------------------------------------------personalize
the service and provide sensitivity training
4. Developing a close business relationship in which the service
provider becomes familiar with the needs of the individual
customers is called as -----------------------------------------------
5. Providing sensitivity training to the employees to serve the
customers requires services to be delivered to the customers at
the right time , at right place and at ----------------------------
the ------------------- , at right place and at right way
the right time , --------------------------------- and at right way
8. Focus on generating positive service encounters to build a
strong relationship is one of the strategies of dealing with
-------------------------------- characteristics of services
9. -------------------------------------enables the services firm to
categorize their customers into heavy , moderate, low and
occasional users
10. Membership relationship enables the services firm to
-------------- users
11. Membership relationship enables the services firm to
-------------- users
12. The categorization of customers into heavy, moderate, low
and heavy users results into organization using customers data
base and multifunctional advertising to create a highly targeted
messages that reach and build long term relationship with
specific group of customers. This approach is called as
-------------------------------------------
13. Frequent flyer program by airlines frequent guest
promotions by hotels and free checking account for high
balance bank customers are the examples of building
------------------------------
14. Relationship between hair stylist and customer is a
relationship in which the service provider becomes familiar with
the meds of the individual customers. The kind of service being
provided by the hair stylist is called as
---------------------------------------------------------------
15. When a service providing company focuses on training its
workforce on the service matter and on service encounters with
the customers, so that they know how to deliver the services to
their customers at right time, at right place and at right way.
they are basically providing
---------------------------------------------training to the employees
16. The marketers who seek answer to various queries, related
to customers needs may be conceptualism in the form of service
marketing triangle and decision may be made to formulate
strategies for effective service management. The three side of
the triangle are Internal marketing, external marketing and
-----------------------------------------------------
to customers needs may be conceptualised in the form of service
the triangle are -------------------------------------, external
marketing and interactive marketing
to customers needs may be conceptualism in the form of service
the triangle are Internal marketing,
--------------------------------and interactive marketing.
19. The function which relates to anything that communicates
to the customer before the services is delivered is a part of
service marketing triangle. It is known as
-----------------------------------
20. The function which relates to meeting the need of
employees so that they can meet the needs of their customers is
a part of service marketing triangle. It is known as
-----------------------------
21. According to Groonroos internal marketing has two basic
management functions, The attitude measurement and
-------------------------------------------
22. Groonroos outlined two basic management function of
internal marketing. They are
----------------------------------------------and communication
management
23. --------------------------------is marketing with the conscious
aim to develop and manage long term and or trusting
relationship with customers, distributors suppliers or other
parties in the marketing environment
24. The process whereby the seller and the buyer join in a
strong personal, professional and mutually profitable
relationship over a time is called as ---------------------------------
25. The Jacksons identification of three type of customers is
based on the time horizon within which a customers makes a
commitment to a vendor and also the actual pattern of
relationship which follows over time. The three type of
customers identified are The lost for goods customers , the
always a share customers and
-------------------------------------------------type
26. The Jacksons identification of three type of customers is
based on the time horizon within which a customers makes a
commitment to a vendor and also the actual pattern of
relationship which follows over time. The three type of
customers identified are -------------------------------------------,
the always a share customers and the intermediate type
27. As per the Jacksons identification of different type of
customers, a customer who makes a series of purchases over
time and faces high cost in switching to a new supplier and view
the commitment to a particular supplier relatively permanent is
a ------------------------------------------------------------type of
customer.
28. As per the Jacksons identification of different type of
customers, a customer who purchases regularly has little loyalty
to a particular supplier and can switch easily from one vendor to
another are
-----------------------------------------------------------type of
customers
29. ------------------------------------------is the conceptualization
and implementation of a marketing policy that is founded on
direct interactive contact with the customers or the desired
customer
30. The 4C of customer service mix are extensively being
used by the customer firms to deliver superior customer service
these 4C of customer service mix are 1
------------------------------------2-------------------------------------
3-----------------------------------------------
4-----------------------------------
used by the customer firms to deliver superior customer service
these 4C of customer service mix are convenience,
connectedness , choice and --------------------
32. The customer firms to deliver superior customer service
are extensively using the 4C of customer service mix. these 4C
of customer service mix are convenience, connectedness,
------------------------ and creativity
33. The customer firms to deliver superior customer service
are extensively using the 4C of customer service mix. these 4C
of customer service mix are --------------------------------------
connectedness, choice and creativity
used by the customer firms to deliver superior customer service.
These 4C of customer service mix are Convenience ,
-------------------------------------, choice and creativity
35. ---------------------------is one of the 4C of service mix
which addresses, fulfilling the consumers need for quick
access to product information and filters such a vast amount of
information
36. Interactive marketing methods use three methods to
service and meet the demands of the service seekers. They are
interactive communication, loyal customer programmes and
--------------------------------
-------------------------------------------, loyal customer
programmes and after marketing activities
interactive communication -,
----------------------------------------------- and after marketing
activities
39. Lalonde and Zinszer defined the customer service as
those activities that occur at the inter-face between the customer
and the corporation which enhance or facilitate the sale and use
of the corporations products or service. They divide customer
service into temporal sequence. These sequences are pre-
transactional elements, transactional elements and
-----------------------------------------------
40. Lalonde and Zinszer defined the customer service as
those activities that occur at the inter-face between the customer
and the corporation, which enhance or facilitate the sale and use
of the corporations products or service. They divide customer
service into temporal sequence. These sequences are pre-
transactional elements,
--------------------------------------------------------- and post
transactional elements
41. Marketing research have identified four distinct factors
which influence the customer satisfaction. According to Lile and
Sheth these four factors are product, sales activity, after sales
and -------------
42. Marketing research have identified four distinct factors
which influence the customer satisfaction. According to Lile and
Sheth these four factors are product, ----------------------, after
sales and culture
43. Let the chairman wait, customer is the king the famous
quotes signify the importance of service in the overall strategy
of the organization. The famous quotes belongs to
----------------------------------------------
44. A good first impression is critical in the services business,
because it sets the stage for everything that follows. The first
impression are typically made within ------------- seconds of the
service encounter
45. The three rules of making good impression are, greet guest
as quickly as possible, use good posture to communicate and
-----------------------------------------------------------------------------
46. The three rules of making good impression are, greet guest
as quickly as possible,
--------------------------------------------------------and the tone of
the greeting should be warm and message welcoming
47. The ladder of loyalty defines five stages of customer
turning from suspect for the company to an advocate. These five
stages are suspect, prospect, customer, client and -----------------
stages are suspect, prospect, customer, ------------ and advocate
stages are suspect, ---------------, customer, client and advocate
stages are --------------- prospect, customer, client and advocate
Keys
Multiple-choice Questions
1. 2
2. 4
3. 4
4. 3
5. 3
6. 4
7. 2
8. 4
9. 3
10. 3
11. 1
12. 2
13. 2
14. 2
15. 4
16. 2
17. 3
18. 3
19. 2
20. 2
21. 1
22. 2
23. 3
24. 3
25. 2
26. 2
27. 2
28. 2
29. 3
30. 3
31. 3
32. 3
33. 4
34. 3
35. 3
36. 4
37. 3
38. 2
39. 1
40. 2
41. 3
42. 2
43. 4
44. 4
45. 2
46. 1
47. 2
48. 3
49. 2
50. \1
Fill in the blanks
1. Provide sensitivity training

2. Personalized the services
3. Build membership relationship
4. Personalize service
5. Right way
6. Right time
7. At right place
8. Inseparability
9. Membership relationship
10. Occasional users
11. moderate users
12. Maxi marketing
13. Building member relationship
14. Personalize the service
15. Provide sensitivity training
16. Interactive marketing
17. Internal marketing
18. External marketing
19. External marketing
20. Internal marketing
21. Communication management
22. Attitude measurement
23. Relationship marketing
24. Relationship marketing
25. The intermediate type customers
26. The lost for good customers
27. The lost for good customers
28. The always a share customer
29. Interactive marketing
30. Convenience, connectedness, choice and creativity
31. Creativity
32. Choice
33. Convenience
34. Connectedness
35. Convenience
36. After marketing activities
37. Interactive communication
38. Loyal customer program
39. Post transactional elements
40. Transactional elements
41. Culture
42. Sales activity
43. Mr. KG Ramachandran CMD BHEL
44. 30 Seconds
45. The tone of the greeting should be warm and your
message welcoming
46. Use good posture to communicate
47. Advocate
48. Client
49. Prospect
50. Suspect
Unit 4
1. Pantaloons has four formats of retail operation in India these

four formats are
1) Pantaloons for fashion retailing 2)Central for seamless
operations
3)Big bazaar the Hypermarket discount store & food and food
bazaar the grocery retail 4)All the above 5) None
2. The Philip kotler defines it as activities involved in selling

goods or services to the final customers for personal non
business use. The activities can be called as
1) Merchandising 2) Retailing 3)Marketing 4) None of the above
5) ALL
2) The retailing is the process of making the product available to
the final consumers and therefore depends upon
1)How the good or services or sold 2)Where they are sold 3)To
whom they are sold 4) None of the above 5) All
3. The NAICS stands for

1)North American institutional classification system 2)North
American industry classification system 3)North American
infrastructure classification system 4)None of the above 5)All
4. The word retail is derived from the French word retaillier which
means
1) To distribute the bulk 2) To sell the piece
3) To cut off a piece or to break the bulk 4) None of the above 5)
All
5. The retailing has a no of functions associated with the operation.

It creates a no of utility functions. These utility are
1)form, time , place and ownership utility 2)Feature , time , place
and ownership utility 3)Fashion, time product and ownership
4)None of the above 5) All
6. The words no 1 retail chain in terms of volume and turnover

as per fortune 500 list is
1) Target stores 2) Wal-mart stores 3) Sears roebuck
4)Carrefour 5)All
7. Metro AG is one of the largest stores in the word. The company

is
1) Britains largest stores 2)Germans largest stores 3)America
second largest stores 4) None of the above 5) All
8. The public distribution system which provides essential

groceries to the population below poverty line (BPL) is
1) Largest retail chains in the country in terms of no of outlets 2)
Second largest chain in the country 3)The third largest chains in
the country 4)None of the above 5) all
9. The authorization granted by a manufacturer to a distributor or

dealer to sell his products are called
1) Franchisor 2) Franchisee 3) Franchising 3) None of the above
4)all 5) a and b
10. In franchising business the owner of the

trademark/products/service and license the trademark to others
are called as
1) Franchisor 2)Franchisee 3)Franchising 4)None of the above
5)all
11. A Person who pays for and purchases a franchise from a

franchisor and operates a business using the name, product
business format and other items provided by the franchisor is
known as
1) Franchisor 2)Franchisee3)Franchising 4)None of the above
5)all
12. The franchising can be divided in two formats, they are

1) Product/trade name franchising and Business format
franchising
2) Trade and revenue model 3)Product/trade name and activity
format franchising 4)None of the above 5)all
13. In a business when an entity oversea the entire operation

of setting up of the business which includes, providing training,
designs and determine critical aspect of the business. The entity
can be called as
1) Franchisor 2)Franchisee 3)Franchising 4)None of the
above 5)all
14. Granting of license for a predetermined financial returns,

by franchising company to its franchisees entitling them to
make use of a complete business package, including training,
support and the corporate name thus enabling them to operate
their own business according to exactly the same standards and
format as the other units in the franchise chain. The type of
franchising being discussed is
1) Business format franchising 2)Product name franchising 3)Both
a & b 4)None of the above 5)all
15. A Franchiser system can have different level of franchise

business. They could be
1) Single unit, master and international franchise 2)Single unit,
master and regional franchise 3)Single unit, master and national
franchise 4)None of the above 5)all
16. When the franchisee is granted the right to operate one

outlet of the franchised business, it is called as
1) Single franchise 2)Control unit franchise 3)Unit franchise
4)Master franchise5)all
17. When the franchisee is granted the rights to a substantial

territory usually a whole county, the type of franchise is called
as
4) Master franchise 5)All
18. In a geographically large area a franchisor or a master

franchisor may decide to divide the territory into separate
regions and grant a master franchise for each separate region.
This is then known as
4)Regional franchise 5)All
19. Franchising when operated correctly can be advantageous

to both the franchisor and the franchisee. The advantage of
franchising includes
1) Low risk 2)High growth 3)Advertising 4)All of the above
5)None
20. In an attempt to understand the retail industry in India, an

analysis of the industry has been done using the five
competitive forces as stated by Michael porter. The five forces
model is a strategic tool that is used to analyze the attractiveness
of the industry structure. Which of the following do not form
part of the five forces model
1) Entry of competitors 2)Threat of substitute 3)Bargaining power
of the sellers 4)Bargaining power of suppliers 5)All

1) Entry of suppliers 2)Threat of substitute 3)Bargaining power of
the buyers 4)Bargaining power of suppliers 5)All

1) Entry of competitors 2)Threat of substitute 3)Rivalry among
the existing players 4)Bargaining power of competitors

part of the five forces model devised by Michael porter
1) Entry of competitors 2)Threat of competitors 3)Rivalry among
the existing players 4)Bargaining power of suppliers 5)none

part of the five forces model proposed by Michael porter
1) Entry of competitors 2)Threat of substitute 3)Threat of the
customers 4)Bargaining power of suppliers 5)all

of the industry structure. One of the five forces of porter model
Bargaining power of buyers basically means
a) The position of buyers, can they work together to gain
efficiency in selling 2)The position of buyers, can they work
together to gain efficiency in buying 3)The position of buyers,
can they work together to strike good deals 4)None of the above
5)all

of the industry structure. One of the five forces of porter model
Bargaining power of suppliers basically means
1) The position of the sellers, do many suppliers exist or there
existence of only a few suppliers 2)Do suppliers has the power
and will to bargain a good supply from the suppliers 3)Both a & b
4)None of the above 5)all

model is a strategic tool that is used to analyze the
1) Profitability of the business 2)The attractiveness of the industry
structure 3)Strength of the business 4)None 5)all

competitive forces, i.e. entry of competitors, threat of substitute,
bargaining power of buyers, bargaining power of suppliers and
rivalry among the existing players. These five forces model was
stated by
a) Michael Clark 2)Michael porter 3)Michael david 4)None 5)all
29. A specialty retailer who offers a very large selection in the

chosen product category and economical prices are known as
1) Discount stores 2)Convenient stores 3)Category killer 4)None
of the above 5)all
30. Retail business can be classified according to their
operation and scale of operations. A store specializing in a
particular type of merchandizing or single product of durable
goods or a range of normally complementary durables goods
product category is termed as
1) Class stores 2)Catalogue show room 3)Speciality stores
3)Department stores 4)all 5)none
31. The type of stores which offers a great customer service

which include rest room, reading room, home delivery ,
wrapping service store hours new type of merchandizing and do
not discriminate customers on the basis of their social and
economic background are known as
1) Class stores 2)Catalogue show room 3)Speciality stores
4)Department stores 5)all
32. The type of retailing where the merchandizing is sold at

less than the retail price, they buy manufacturer seconds,
overruns and off seasons at a deep discount. The merchandizing
may be in old size, unpopular colors and with minor defects are
known as
1) Class stores 2)Catalogue show room 3)Speciality stores 4)Off
price retailer 5)all
33. These are the type of retail stores who usually specializes
in hard goods such as house ware, jewllery and consumer
electronics. A customer walks into the showroom and goes
through the catalogue of the products that he or she would like
to purchase they are known as
1) Class stores 2)Catalogue show room 3)Speciality stores 4)Off
price retailer 5)all
34. These are the type of retail stores, which are fairly large
and offer a variety of goods in bulk at wholesale price. They
provide limited no of products items, they are known as
a) Warehouse club 2)Category club 3)Discount show rooms
4)None of the above 5)all
35. These are the large low cost low margins high volume self
service operations designed to meet the needs for food groceries
& other non food items. This type of stores are called as
1) Warehouse club 2)Category club 3)Discount show rooms
4)Supermarkets 5)all
36. A Retail store with a sales area of over 2,500 sqm with at
least 35% of selling devoted to on grocery products, is termed
as
1) Warehouse club 2)Hypermarket 3)Discount show rooms
4)Supermarkets 5)all
37. The global retail development index developed by AT
Kearney rates various countries for their emerging prospect in
retail business. It has rated India as the
1) Fifth among the top 30 emerging markets in the world
2) First among the top 30 emerging markets in the world
3) Second among the too 30 emerging markets in the world
4) None of the above 5)all
38. The Goldman sachs one of the leading investment banker

and financial consultant of the world has predicted that India
has the potential to actually exceed the economic growth of
China by the year
1) 2010 2)2015 3)2020 4)None of the above 5)all
39. Which of the following can be described as the oldest

form of retail in India since independents
1) Meals in the villages 2)Haats organized at the rural level
3)Mandis system 4)Barter system 5)all
40. In the evolution of retailing in India, the role of Haats
Melas, and Mandis can not be overlooked. The Haats can be
defined as the
1) Periodic market that form part of the rural market system in
India usually covering 10-20 villages
India usually covering 05-10 villages
India usually covering 20-30 villages 4)None of the above 5)all
41. In the evolution of retailing in India, the role of Haats

Melas and Mandis can not be overlooked. The mandis can be
defined as the
1) Market set up by the state Govt. for the sale of agricultural
products directly from the farmers
2) Market set up by the state Govt. for the sale of finished
products directly from the traders
3) Market set up by the state Govt. for the sale of agricultural
products directly from the artisans
4) None of the above 5)all
42. To view the retail sectors in India in perspective, there are

a no of factors or drivers which are fuelling the growth of the
retail sectors. The main drivers of the retail boom are
1) Changing income profile 2)Feature , Change in consumption
pattern 3)The emergence of a young earning India 4)All of the
above 5)all
43. Due to different factors and inherent strength of the Indian

economy, the retail is poised for a big leap. One of the factors
fuelling this growth is
1) A young population nearly (70%) are below the age of 34 years
2) The population has shifted to urban areas 3)There is a huge
demand for the consumer goods by the rural India 4)Carrefour
5)all
44. The retail industry contributes around

1) 13% of GDP and employ 5% the total work force 2)14% of
GDP and employ 7% the total work force 3)10% of GDP and
employ 3% the total work force 4)None of the above 5)all
45. The sectors which provides maximum employment to the

population in India is
1) Retail Sectors 2)Railways 3)Agriculture 4)None of the above
5)all
46. The second largest employment generating sectors in the

country is
1) Railways 2)Retail sectors 3)Agriculture 4)None of the above
5)all
47. As per the industry estimates on retail in India, the

organized retail trade in India is estimated to be around
1) 100,000 Crores by 2010 2)100,000 Crores by 2020 3)100,000
Crores by 2015 4)100,000 Crores by 2025
48. As per the census of India, where the population density is

less than 400/sqkm and where at least 75% of the male
population is engaged In agriculture and where there is no
municipality and or board, it can be defined as
1) Towns 2)Village 3)Kasba 4)None of the above 5)all
49.The origins of retail are as old as trade itself. The oldest form of
trade can be traced as
1) Barter 2)Hawala 3)Peddling 4) None of the above 5)all
50.Achieving 5 rights is the key to successful, merchandising. These
five right are right product, right quantity, ---------------------, right
time, and at right price .
1)right place 2)right depart time 3) right view 4) all 5) none
Fill in the blanks
1. Planning, buying, and the selling of merchandise can be termed

as --------------------------------------------------------
2. Achieving 5 rights is the key to successful, merchandising.
These five right are right product, right quantity, right place,
right time, and ------------------------------
These five right are right product, right quantity, right place,
-----------------------, and at the right price
These five right are right product, right quantity,
---------------------, right time, and at right price
These five right are right product, -------------------------------,
right place, right time, and at right price
These five right are -------------------, right quantity, right place,
right time, and at right price
7. In order to compete with the national brands, private labels need
to focus on quality, which has tow components, the average
quality of one product compared to another and
--------------------------------------------------------
8. In order to compete with the national brands, private labels need
to focus on quality, which has tow components,
--------------------------------------------------the consistency in
quality over a period of time
9. The category management process has various stages.. the first
stage is ---------------------------------
10. The category management process has various stages.. the
second stage is -------------------------
11. ----------------------------can be defined as the planning and
control of the merchandise inventory of the retail firm in a
manner which balances between the expectation of the target
customers and the strategy of the firm.
12. There are a no of stage in merchandise planning. The first
stage of the merchandising planning is
-----------------------------------------------------------------------
13. There are a no of stage in merchandise planning. The
second stage of the merchandising planning is
-----------------------------------------------------------------------
14. There are a no of stage in merchandise planning. The third
stage of the merchandising planning is
-----------------------------------------------------------------------
15. There are a no of stage in merchandise planning. The
fourth stage of the merchandising planning is
-----------------------------------------------------------------------
16. There are a no of software and tools used for the
merchandising planning. Retail snapshot---------------- is one of
the important tools used for effective merchandising
management.
17. Determining the quantities of each product that will be
purchased to fit into the overall merchandising plan in known as
----------------------------------------------
18. EOM and BOM is another important element of the six
month ----------------------------------------
month merchandising plan. BOM stands for
-----------------------------------------
month merchandising plan. EOM stands for
-----------------------------------------
21. ----------------------------------refers to the selection of
merchandising carried by a retailer.
22. ----------------------------------refers to the number of
merchandise brands in the merchandise line
23. --------------------------------------is the variety in any one
good /service category with which a retailer is involved
24. ---------------------------------are the type or merchandising
which enjoy popularity for a limited period of time and usually
generate a high level of sales for a short time
25. --------------------------------------are those product which
are always in demand and they are the basic necessity of life
26. The merchandising mix comprises of National/regional
brand, private label , and
-----------------------------------------------------------
27. The merchandising mix comprises of ------------------------
private label, and combination of both
28. The method of merchandising procurement is a
-------------------------step process
29. The process of merchandising procurement is a five step
process, it starts with
----------------------------------------------contacting and evaluating
the source, negotiating with the source of supply, establishing
the vendor relations and analyzing vendor performance
process, it starts with identifying the source of supply
----------------------------------------------,, negotiating with the
source of supply, establishing the vendor relations and analyzing
vendor performance
process, it starts with identifying the source of supply,
contacting and evaluating the source,
--------------------------------------------------, establishing the
vendor relations and analyzing vendor performance
contacting and evaluating the source, negotiating with the
source of supply,
------------------------------------------------------------ and analyzing
vendor performance
contacting and evaluating the source, negotiating with the
source of supply, establishing the vendor relations and analyzing
vendor performance
34. Sales tax of the taxes levied by the state government on
the ---------------------------
35. Excise duties is levied by the
-----------------------------government and the rate of tax is
uniform for a product across the country
36. Octroi is the local tax levied by the
---------------------------------for the movement of goods with its
geographical jurisdictions
37. A Private label can be classified as store brand, an
umbrella brand and -----------------------------
38. A Private label can be classified as store brand, an
------------------------------and the individual brand
39. A Private label can be classified as ---------------------------,
an umbrella brand and the individual brand
40. West side, food world or Big Bazaar is the example of
----------------------brands
41. Where a common brand is used across multiple categories
the brand can be defined as -------------------------------brand
42. Where specific brand names are created for specific
market segments and or categories they are known as
----------------------------
43. ------------------------------can be defined as the
distributor/supplier process of managing categories as strategic
business unit, producing enhanced business results by focusing
on developing consumer value
44. In category management it is necessary to reduce cost
control inventory levels and replenish stock efficiently to do this
a concept of ECR has taken shape, in Europe and America the
ECR stands for
45. The need to reduce cost, control inventory levels and
replenish stock efficiently led to the concept of
----------------------------------------taking shape in the grocery
retail industry in Europe and America
46. There are six component which are key to the functioning
of category management. Two of these are considered essential
without which category management cannot be started and are
therefore called core components. Thee core components are
strategy and -------------------------
47. There are six components which are key to the functioning
of category management. Two of these are considered essential
without which category management cannot be started and are
therefore called core components. The core components are
---------------and business process
48. There are six components, which are key to the
functioning of category management. Two of these are
considered essential without which category management
cannot be started and other four are needed to enable the process
of category management, the other four components are
------------------------------trading partner relationship ,
organizational capabilities and information technology
49.There are six components, which are key to the functioning of
category management. Two of these are considered essential
without which category management cannot be started and other
four are needed to enable the process of category management,
the other four components are Performance management
----------------------, organizational capabilities and information
technology
50. There are six components, which are key to the functioning of
category management. Two of these are considered essential
without which category management cannot be started and other
four are needed to enable to process of category management,
the other four components are Performance measurement trading
partner relationship, ---------------------------------- and
information technology
Keys
1. 4
2. 2
3. 4
4. 2
5. 3
6. 1
7. 2
8. 4
9. 1
10. 3
11. 1
12. 2
13. 1
14. 1
15. 1
16. 2
17. 3
18. 4
19. 4
20. 4
21. 3
22. 1
23. 4
24. 2
25. 3
26. 2
27. 1
28. 2
29. 2
30. 3
31. 3
32. 4
33. 4
34. 2
35. 1
36. 4
37. 2
38. 2
39. 2
40. 4
41. 3
42. 1
43. 4
44. 1
45. 2
46. 3
47. 2
48. 1
49. 2
50. 1
Fill in the blanks
1. Mer3handising
2. Right Price
3. Right time
4. Right place
5. Right quantity
6. Right product
7. The 3onsisten3y in quality over a period of time
8. The average quality of one produ3t 3ompared to another
9. 3ategory definition
10. category role
11. Merchandising planning
12. Developing the sales forecast
13. Determining the merchandise requirement
14. Merchandising control
15. Assortment planning
16. 9.3
17. Assortment planning
18. Merchandising plan
19. Beginning of month
20. End of month
21. Assortment
22. Width of assortment
23. depth of assortment
24. Fad merchandising
25. Staple/basis merchandising
26. combination of both
27. The national/regional brand
28. Five step process
29. Identifying the sources of supply
30. contacting and evaluating the source of supply
31. Negotiating with the source of supply
32. Establishing vendor relations
33. Analyzing vendor performan3e
34. Sale of goods
35. central government
36. Municipality
37. Individual brand
38. An umbrella brand
39. The store brand
40. Store
41. Umbrella
42. Individual brand
43. category management
44. Effi3ient consumer response
45. ECR (Efficient consumer response)
46. Business process
47. Strategy
48. Performance measurement
49. Trading partner relationship
50. Organizational capabilities
SAMPLE MULTIPLE-CHOICE QUESTIONS MARKETING IN A GLOBAL ECONOMY
1. Which of the following information forms available to the marketing manager can usually be accessed more quickly
and cheaply than other information sources?
1) Marketing intelligence 2)Marketing research 3)Customer profiles 4)Internal databases 5) All The Above
2. All of the following are considered to be drawbacks of local marketing EXCEPT:

1) It can drive up manufacturing and marketing costs by reducing economies of scale.
2) It can create logistical problems when the company tries to meet varied requirements.
3) It can attract unwanted competition.
4) It can dilute the brand's overall image.
5) All The Above
3. Cognitive dissonance occurs in which stage of the buyer decision process model?
1) Need recognition 2) Information search 3)Evaluation of alternatives 4) Post purchase behavior 5) All The
Above
4. That the company that overlooks new and better ways to do things will eventually lose customers to another
company that has found a better way of serving customer needs is a major tenet of:
1) Innovative marketing. 2) consumer-oriented marketing. 3) Value marketing. 4) sense-of-
mission marketing. 5) All The Above
5. The biggest or greatest amount of involvement in a foreign market comes through which of the following?
1) Exporting 2)Joint venturing 3) Licensing 4) Direct investment 5) All The Above
6. Setting call objectives is done during which of the following stages of the selling process?
1) Prospecting 2) Pre-approach 3) Approach 4) Handling objections 5) None
7. Pricing to cover variable costs and some fixed costs, as in the case of some automobile distributorships that sell
below total costs, is typical of which of the following pricing objectives?
1) Current profit maximization 2) Product quality leadership 3) Market share leadership 4) Survival 5) None
8. In determining salesforce size, when a company groups accounts into different size classes and then determines the
number of salespeople needed to call on them the desired number of times, it is called the:
1) Key-size approach. 2) work-load approach 3) product-need approach. 4) call-service approach. 5) None
9. All of the following would be ways to segment within the category of psychographic segmentation EXCEPT:
1) Social class. 2) Occupation. 3) Lifestyle. 4) Personality. 5) all the above
10. Concerns that the manufacturers of harmful products such as tobacco have influence on lawmakers to the detriment
of the public interest is used as evidence of which criticism of marketing?
1) Too much advertising. 2) Too few social goods. 3) Cultural pollution. 4) Too much political power. 5) all the
above
11. In terms of execution styles, a family seated at the dinner table enjoying the advertised product would be an example
of which of the following types of advertising?
1) Slice of life 2) Lifestyle 3) Mood or imagery 4)Personality symbol 5) All The Above
12. A child in the United States is normally exposed to all of the following values EXCEPT:
1) Achievement and Success. 2) Activity and Involvement. 3) Material Comfort. 4) Collectivism. 5) None
13. Sellers that handle their own exports are engaged in:
1) Direct exporting. 2) Indirect exporting. 3) Licensing. 4) Contract manufacturing. 5) All The Above
14. More and more salespeople are being evaluated and compensated based on different measures than in the past. All of
the following are illustrations of those measures EXCEPT:
1) Long-term customer satisfaction. 2) Competitive predatory pricing performance.
3) Full customer service. 4) Retention rates. 5) All The Above
15. The orange juice manufacturers know that orange juice is most often consumed in the mornings. However, they
would like to change this and make the drink acceptable during other time periods during the day. Which form of
segmentation would they need to work with and establish strategy reflective of their desires?
1) gender segmentation 2) benefit segmentation 3) occasion segmentation
4) age and life-cycle segmentation 5) None
16. The typical method of retail operation used by supermarkets and catalog showrooms is called:
1) Self-service retailing. 2) limited-service retailing. 3) Full-service retailing. 4) service-merchandiser. 5)All The
Above
17. The use of price points for reference to different levels of quality for a company's related products is typical of
which product-mix pricing strategy?
1) Optional-product pricing 2) Captive-product pricing 3) By-product pricing 4)Product line pricing 5) None
18. If a company's objective were to reach masses of buyers that were geographically dispersed at a low cost per
exposure, the company would likely choose which of the following promotion forms?
1) Advertising 2) Personal selling 3) Public relations 4)Sales promotion 5)All The Above
19. Using a successful brand name to introduce additional items in a given product category under the same brand name
(such as new flavors, forms, colors, added ingredients, or package sizes) is called a (n):
1) Line Extension. 2) Brand Extension. 3) Multi branding. 4) New Brands. 5) None
20. Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or
need is called a (n):
1) Idea. 2) Demand. 3) Product. 4) Service. 5)All The Above
21. The type of sales presentation approach that requires good listening and problem-solving skills is the:
1) Canned approach. 2) Formula approach. 3) Need-satisfaction approach. 4) Critical-thinking approach. 5)All
The Above
22. Yahoo, Info seek, and Excite are all called:

1) Browsers. 2) Webcasters. 3) Search engines. 4) Software. 5) None
23. Wal-Mart owned Sam's club is an example of a retail form called a(n):
1) Factory outlet. 2) Super specialty store. 3) Seconds store. 4) Warehouse club. 5) None
24. When a company enters a new product category for which its current brand names are not appropriate, it will likely
follow which of the following brand strategies?
1) Product extensions 2) Line extensions 3) Brand extensions 4) New brands 5)All The Above
25. Many U.S. firms have sought relief from foreign competition by demanding protectionism policies by the U.S.
government. A better way for companies to compete is to expand into foreign markets and:
1) Lower prices. 2) Increase promotion both at home and abroad.
3) Continuously improve their products at home. 4) Join into cartels at home. 5) All The Above
26. It is a fact that there are 24 million left-handed people in the United States, however, most marketers do not attempt
to appeal to or design products for this group because there is little in the way of census data about this group.
Therefore, this group fails in one of the requirements for effective segmentation. Which of the following is most
likely to apply in this case?
1) Actionable 2) substantial 3) Differentiable 4) measurable 5) None
27. The fact that services are sold, produced, and consumed at the same time refers to which of the following service
characteristics?
1) intangibility 2) Inseparability 3)Variability 4) Perish ability 5) None
28. When Michael Jordan and Tiger Woods use marketing to promote their careers and improve their impact and
incomes, they are using:
1) Cause-related marketing. 2) Idea marketing. 3) Nonprofit marketing. 4) Person marketing. 5) None
29. 3M runs a Pollution Prevention Pays program that has led to a substantial reduction in pollution and costs. This
would be an example of responding to which of the following?
1) Nader's raiders. 2) The "green movement." 3) Governmental regulation. 4) International competition. 5)
None
30. When an international seller sells a plant, equipment, or technology to another country and agrees to take payment in
the resulting products, it is called:
1) Barter. 2) Buy-Back. 3) Counter purchase. 4) Like-Value Exchange. 5) All The Above
31. The stage is the product life cycle that focuses on expanding market and creating product awareness and trial is the:
1) Decline stage. 2) Introduction Stage. 3) Growth stage. 4) Maturity stage. 5) All The Above
32. Which of the following promotional budget methods wrongly views sales as the cause of promotion rather than as
the result?
1) Affordable method 2) Percentage-of-Sales method 3) Competitive-parity method
4) Objective-and-task method 5) none
33. If the field sales force has been supplied with new leads (via the telephone) that have been qualified, they have
probably been assisted by:
1) Master salespersons. 2) Sales assistants. 3) Technical support persons. 4) Telemarketers. 5) None
34. Rolls Royce uses which of the following distribution formats?

1) Intensive distribution 2) Exclusive distribution 3) Selective distribution 4) Open distribution 5) None
35. Drop shippers perform which of the following functions?

1) Assumes title and ships coal, lumber, or heavy equipment to a buyer.
2) Stocks the bread rack in a grocery store.
3) Maintains, owns, and stocks a CD display in a grocery store.
4) Sells jewelry out of a catalog.
5) All The Above
36. A set of interdependent organizations involved in the process of making a product or service available for use or
consumption by the consumer or business user is called a(n):
1) Retailer. 2) Wholesaler. 3) Distribution Channel. 4) Logistics. 5) All The Above
37. According to Engel's law, as income rises:

1) The percentage spent on food rises. 2) The percentage spent on housing increases.
3) The percentage spent on other categories increases. 4) The percentage spent on savings remains constant. 5)
None
38. The Wheeler-Lea Act gives the Federal Trade Commission the power to regulate:
1) Interstate commerce. 2) Marketing ethics. 3) Unfair and deceptive acts or practices.
4) Competitive advertising of objective product benefits. 5) None of The Above
39. In evaluating messages for advertising, telling how the product is better than the competing brands aims at making
the ad:
1) Meaningful. 2) Distinctive. 3) Believable. 4) Remembered. 5) None of The Above
40. When an importing country sets limits on the amount of goods it will accept in certain product categories it is called
a(n):
1) Quota. 2) Barrier. 3) Tariff. 4) Embargo. . 5) None of The Above
41. According to the price/quality strategy matrix, when a company overprices its product in relation to its quality it is
considered to be using which type of strategy?
1) Good-value strategy. 2) Premium strategy. 3) Overcharging strategy. 4) Snob strategy. 5) All The Above
42. Consumer goods with unique characteristics or brand identification often requiring a special purchase effort are
called:
1) Custom products. 2) Specialty products. 3) Convenience products. 4) Shopping products. 5) None of
The Above
43. The purpose of strategic planning is to find ways in which the company can best:
1) Overcome losses. 2) Use its strengths to take advantage of attractive opportunities in the environment.
3) Avoid paying taxes. 4) Avoid the expense of costly research and development while still getting the benefits.
5) All The Above
44. Which of the following is NOT one of the five stages of the buyer decision process?
1) need recognition 2) brand identification 3) information search 4) purchase decision 5) None of The Above
45. If a firm were to bid to do a "turnkey" operation where they would choose a building site, designing a cement
factory to build the plant, hire construction crews, assemble materials and equipment to run the new factory, and turn
over the finished factory ready to operate to the owners, the firm would be using which of the following?
1) Core process products selling 2) Design products selling 3) Reciprocal selling 4) Systems selling 5) None
of The Above
46. The "in" suppliers are most likely to get nervous and feel pressure to put their best foot forward in which of the
following types of buying situations?
1) Modified rebuy 2) new task buying 3) straight rebuy 4) indirect rebuy 5) All The Above
47. All of the following are ways that marketing plays a key role in the company's strategic planning EXCEPT:
1) Marketing provides a guiding philosophy.
2) Marketing is the only discipline that can provide a formal structure for the planning effort.
3) Marketing provides inputs to strategic planners by helping to identify attractive market opportunities.
4) Within individual business units, marketing designs strategies for reaching the unit's objectives.
5) All The Above
48. Which of the following is foreign owned (even though it is traditionally thought of as a U.S. company)?
1) IBM 2) Xerox 3)Kodak 4) Universal Studios 5) None of The Above
49. In an example discussed in your text, Johnson & Johnson's recall of their Tylenol product following the discovery
that several bottles of Tylenol had been laced with cyanide is consistent with which business philosophy?
1) The marketing concept. 2) The product concept. 3) The selling concept. 4) The societal marketing concept. 5)
All The Above
50. A company's compensation plan should reflect its overall marketing strategy. For example, if the overall strategy is
to grow rapidly and gain market share, the compensation plan should reward:
1) Loyalty and perseverance. 2) Spot selling and old product rejuvenation.
3) High sales performance and encourage capturing new accounts.
4) High pressure situations and competitive reaction. 5) All The Above
Answer Key Marketing Sample Questions:-
1. d
2. c
3. d
4. a
5. d
6. b
7. d
8. b
9. b
10. d
11. a
12. d
13. a
14. b
15. c
16. a
17. d
18. a
19. a
20. c
21. c
22. c
23. d
24. d
25. c
26. d
27. b
28. d
29. b
30. b
31. b
32. b
33. d
34. b
35. a
36. c
37. c
38. c
39. b
40. a
41. c
42. b
43. b
44. b
45. d
46. a
47. b
48. d
49. d
50. c
Fill in the banks
1. A ______________ is a good offered either free or at low cost as an incentive to buy a product.
2. ____________________ are products bought by individuals and organizations for further processing or for use in
conducting a business.
3. _______________ describes changes in an individual's behavior arising from experience.
4. The Internet evolved from a network created by _________________ during the 1960s.
5. ________________ have contractual authority to sell a manufacturer's entire output.
6. ________________ includes practices such as overstating the product's features or performance, luring the customer
to the store for a bargain that is out of stock, or running rigged contests.
7. A (n) __________________ are computerized collections of information obtained from data sources within the
company.
8. The total number of items that the company carries within its product lines refers to the ___________ of the product
mix.
9. Successful service companies focus their attention on both their customers and their employees. They understand
___________________, which links service firm profits with employee and customer satisfaction.
10. __________________ is quoted as saying that "everyone lives by selling something."

11. Successful ________________ depends on how well a company blends its people, organizational structure, decision
and reward systems, and company culture into a cohesive program that supports its strategies.
12. ______________ is the general term for a buying and selling process that is supported by electronic means.
13. ________________ consists of dividing a market into distinct groups of buyers on the basis of needs,
characteristics, or behavior who might require separate products or marketing mixes.
14. _________________ are ads that appear while subscribers are surfing online services or Web sites, including
banners, pop-up windows, "tickers," and "roadblocks."
15. In terms of special product life cycles, a _____________ is a basic and distinctive mode of expression.
16. _________________ is a principle of enlightened marketing that requires that a company seek real product and
marketing improvements.
17. __________________ is the process of evaluating each market segment's attractiveness and selecting one or more
segments to enter.
18. _______________ factors are the most popular bases for segmenting customer groups.
19. A manufacturer has four sponsorship options. A _________________ is a brand created and owned by a reseller of a
product or service.
20. ________________ is setting the price steps between various products in a product line based on cost differences
between the products, customer evaluations of different features, and competitors' prices.
21. ______________ beliefs and values are open to some degree of change.
22. ___________________ is the practice of adopting policies and developing strategies that both sustain the
environment and produce profits for the company.
23. A ________________ is a promotion strategy that calls for using the sales force and trade promotion to move the
product through channels.
24. Even though buying roles in the family change constantly, the ___________ has traditionally been the main
purchasing agent for the family.
25. A(n) _______________________ is a retail store that carries a narrow product line with a deep assortment within
that line.
26. A _____________ is a need that is sufficiently pressing to direct the person to seek satisfaction.
27. According to the text, the most dramatic of the environments that affect marketing and appears to be now shaping
our world is the ________________ environment.
28. _________________ is the step in the selling process in which the salesperson learns as much as possible about a
prospective customer before making a sales call.
29. ________________ is a philosophy holding that a company's marketing should support the best long-run
performance of the marketing system.
30. A company is practicing ________________ if it focuses on subsegments with distinctive traits that may seek a
special combination of benefits.
31. _______________ is a strategy of using a successful brand name to launch a new or modified product in a new
category.
32. _________________ is the concept under which a company carefully integrates and coordinates its many
communications channels to deliver a clear, consistent, and compelling message about the organization and its
products.
33. Catalog marketing is big business in the United States. The average household receives ______________ catalogs
per year.
34. A ____________________ is the way consumers perceive an actual or potential product.
35. If your company were to make a product such as a suit of clothes and sold that product to a retailer, your company
would have sold to the ___________ market.
36. ______________ is a person's distinguishing psychological characteristics that lead to relatively consistent and
lasting responses to his or her own environment.
37. ________________ has the advantage of being high in selectivity; low cost; immediacy; and interactive capabilities.
38. If your company were to make light bulbs to be used in photocopiers, you would most likely be selling to a
________________ market.
39. A (n) _______________ is a name, term, sign, symbol, or design, or a combination of these that identifies the maker
or seller of a product or service.
40. A _______________ is any activity or benefit offered for sale that is essentially intangible and does not result in the
ownership of anything.
41. The _______________ holds that consumers will favor products that are available and highly affordable (therefore,
work on improving production and distribution efficiency).
42. A company is in the ______________ stage of the new product development process when the company develops
the product concept into a physical product in order to assure that the product idea can be turned into a workable
product.
43. ________________ is screening new-product ideas in order to spot good ideas and drop poor ones as soon as
possible.
44. When a marketing research organization chooses a segment of the population that represents the population as a
whole, they have chosen a _______________.
45. The last stage in the selling process is the ________________ stage.
46. Today, advertising captures about ____ percent of total promotion spending.
47. One of the most promising developments in multivariable segmentation is called _________________ where a host
of demographic and socioeconomic factors are used.
48. Marketers are sometimes accused of deceptive practices that lead consumers to believe they will get more value than
they actually do. ______________ includes practices such as falsely advertising "factory" or "wholesale" prices or a
large price reduction from a phony high retail price.
49. The __________________ is a person within a reference group who, because of special skills, knowledge,
personality, or other characteristics, exerts influence on others.
50. Consumer goods with unique characteristics or brand identification often requiring a special purchase effort are
called: ___________________
.
Answer Key Marketing Sample Questions
1. Patronage reward
2. Industrial products
3. Learning
4. The Defense Department
5. Selling agents
6. Deceptive promotion
7. Internal databases
8. Length
9. Service-profit chains
10. Robert Louis Stevenson
11. Marketing implementation
12. Electronic commerce
13. Market segmentation
14. Online ads
15. Style
16. Innovative marketing
17. Market targeting
18. Demographic
19. Private brand
20. Product line pricing
21. Core
22. Environmental sustainability
23. Push strategy
24. Wife
25. Specialty store
26. Demand
27. Technological
28. Pre-approach
29. Enlightened marketing
30. Niche marketing
31. Brand extension
32. Integrated marketing communications
33. 50
34. Product image
35. Reseller
36. Personality
37. Online
38. Business
39. Brand
40. Service
41. Production concept
42. Product development
43. Idea screening
44. Sample
45. Follow-up
46. 23
47. Geo-demographic segmentation
48. Deceptive pricing
49. Opinion leader
50. Specialty products
Unit 1
1)4Is of services.
2)What do you mean by industrial services.
3)Explain about segmentation.
4)Positioning.
5)Customer expectation services.
6)Customer perception services.
7)Scope of services.
8)What is service.
9)Benefits of services.
10)Explain target
11)How does Services Marketing differ from Goods
Marketing.
12)Critically examine the reasons for the growth of
services industry in India
13)For successful Services Marketing you have to go

beyond the 4ps of Marketing. Do you agree with this
statement? Quote relevant examples in support of your
answer.
14)Customer satisfaction measurement is very important

in services industry.
15)Discuss with examples the importance oflocation in

service delivery.
16)What are the factors which affect location decisions for

services.
17)What are the five dimensions of service quality and
discuss the sub factors
18)required to analyse each dimension effectively.
19)Service failure and Recovery.
20)Service Blueprints.
21)Global Scenario in Services Marketing.
22)Benchmarking.
23)Define services indicating the salient characteristics.
Elaborate how does
24)Services marketing mix differ from marketing-mix of
goods.
25)What are the main approaches adopted while pricing
services? Explain
26)Explain the importance of internal marketing in case of
service oriented organizations.
27)Explain the reasons for the growth of the services
sector in India.
28)Describe how market segmentation can be used in
services. Explain the bases
29)Service marketing triangle
30)Mystery shopping.
Unit -2
1)Explain 7Ps.
2)What is quality.
3)Explain measuring services quality.
4)Difference between product and service.
5)Explain Physical evidence and process.
6)Dimensions of quality.
7)Explain tangible and intangible product
8)What is product
9)Discuss the SERVQUAL model used by service
organizations
10)Service positioning.
11)Benefits of using franchising in service distribution.
12)Define services indicating the salient characteristics.
Elaborate how services marketing mix differs from marketing
mix of goods.
13)Discuss the relationship between customer satisfaction
and customer retention.
14)Discuss the basics of SERVQUAL measurement
instrument.
15)Process and Physical Evidence are very important to
financial service organizations.
16)Service Life Cycle.
17)Self service aspect in e-services
18)Explain in details the five-gaps as highlighted in the
Service Quality Model developed by Parasuram, Ziethaml &
Berry.
19)Discuss the criterias used by marketeers for developing
strategic marketing plan for services.
20)Discuss the characteristics of major e-services provided
in India.
21)Explain in details various items used for analysis, study
and measurement of service quality, as highlighted in
SERVQUAL instrument developed by Parsuram Ziethaml.. &
Berry [PZB] team.
22)Define services from a marketing view -point.
23)Explain intangibility
24)What are the problems in marketing due to
intangibility?
25)What is inseparability?
26)What is heterogeneity?
27)What is perishability?
28)Illustrate goods service continuum
29)What is innovation diffusion?
30)What are the attributes of service
Unit 3
1)What is service management
2)What is service environment?
3)Name three fastest growing services in India?
4)What are the components of integrated service
management?
5)What is external marketing?
6)What is internal marketing?
7)What is interactive marketing?
8)Why internal marketing is important to service
marketing?
9)How internal marketing can be practiced in a service
firm?
10)What are the methods for segmenting service market?
11)What are the methods for positioning a service
business?
12)Name three important service organizations in India
13)A service is special kind of product. How?
14)Give examples to highlight the for inseparability
15)Give examples to highlight the perish ability
16)Give an example to highlight the customer
involvement in service delivery.
17)What are the Gronross three levels of service product?
18)What are the components of service package?
19)What are the components of augmented service
offering?
20)What are the steps in developing a new service
offering?
21)What are the difficulties in pricing services?
22)List two pricing methods used by a service
organisation?
23)What are the various customer oriented pricing
methods in service marketing?
24)What is differential or flexible pricing?
25)What is diversionary pricing?
26)What are the important decisional variables in
distribution of services?
27)What are the new methods of distribution of services?
28)What are the promotional tools employed for service
marketing?
29)What are the different methods of advertising a
service?
30)What is word of mouth?

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SERVICES AND RETAIL MARKETING

Multiple Choice Questions

1. The bundle of attributes capable of exchange or use usually a

2. In planning an offer of products and services, a skilled

3. A hotel in its effort to offer various level of services to the

4. A pub in an up market area offers usual drinks but provide

3) The perception of quality of service depends upon factors termed

4) A reputation of good quality is a major advantage because

5) Quality management approach of services can be divided into two

6) When a service company follows the product attribute approach

7) When a service company follows customer oriented approach for

8) Service is generally made up of

9) While defining service quality, the process make distinction

10) The customers decision to buy a product is potentially

11) A specific model, brand, or size of product a company sells such

12) A group of closely related items or product can be described as

14) The no of different product line a company can be described as

15) The No of product items within each product line is called as

16) The relationship amongst product lines in terms of their sharing

17) A physicians diagnostic test performed, the hours of availability,

20) Switching of brands by customers are rare comparing to the

21) The loyalty and commitment of customer to a particular brand

22) A firm offering a brand befit by augmenting or repositioning the

25) The terminology used in pricing of services is different for

26) There is different terminology used for pricing different

28) The relationship which plays a very significant role in pricing

30) The pricing decision is one of the importation decisions of

32) A Method of price determination in which the price of a unit of

33) A Method of pricing whereby the product or service is priced

34) A Pricing strategy approach whereby a firm sets prices after

35) A pricing methods where in the firm is allowed to adjust the

38) A pricing strategy where the initial price of the product or

39) While selling products or services it may be required to make

41) It is defined as the channels or means used by which the service

42) Channel selection is the difficult decision. While choosing a

43) A strategy in which a supplier agrees to sell its products and

48) The physical environment in which the service is performed

49) Perishability is a problem for service providers. One

50) One of the greatest problems of intangibility is that it is difficult

Fill in the blanks

1. A set of assumption or ideology shared by the members of an

Multiple Choice Questions

Fill in the blanks

SERVICES AND RETAIL MARKETING

1st Internal Assessment Question

Multiple Choice Questions

6. Growth of services industries in the world can be attributed to

7. One of the characteristics of services is its

9. It is a set of tangible physical attributes assembled in an

10. An identifiable, intangible activity, that is main object of

11. Rehman is a marketing executive and in one of his client

12. Though services has always been part of the overall

13. Cultural and religious services is one of the example of

15. A Computer manufacturing company has been in the

16. To classify goods and services on goods services

17. The goods services continuum categorizes goods and

18. The goods services continuum helps firms to decide what

19. One of the characteristics of services is that the production

20. There are four distinctive characteristics of services which

21. One of the characteristics of services is intangibility

22. One of the characteristics of services is inconsistencies. It

24. One of the characteristics of the services which are

25. While purchasing a service in the market, a consumer is