Online Examination Model Papers 237

ONLINE EXAMINATION MODEL PAPER - I

SERVICES MARKETING

MBA – FOURTH SEMESTER EXAMINATION

Note: All the questions shall be compulsory, carrying one mark each. [1 × 20 = 20]

1) Which of the following products is an example of intangible dominant?

a) Outback steakhouse b) Car rental agency
c) Math tutoring d) A magazine subscription

2) Which of the following is not one of the characteristics of services?

a) Tangibility b) Inseparability
c) Inventory d) Inconsistency

3) Which among the following is external source of information?

a) Commercial sources b) Past experience
c) Attitude d) Memory

4) Which of the following factors is not the Factor Affecting Service Encounter?
a) Recovery b) Adaptability
c) Service blue print d) Spontaneity

5) Which one is not the role of service promotion

a) Increasing awareness
b) Increasing knowledge and preference
c) Increasing coordination among service employees
d) Increase customer traffic

6) Parasuraman et al. (1985) suggest there are four barriers to service quality, all of which are the fault of the service
provider, and all of which affect the customer’s perception of the service experience. Which of the following
is not an example of the four criteria?
a) Inadequate service b) Exaggerated promises
c) Misconceptions d) Inadequate resources

7) Which of the following is not the service pricing approach?

a) Cost-based pricing b) Price discounting
c) Value-based pricing d) Demand oriented pricing

8) Which of the following does not show the characteristics of service delivery?
a) Inseparability of production and consumption
b) Lack of standardisation in services
c) The imbalance between the demand and supply is usually met by the inventory
d) Recovery services

9) Which is the first step in designing and managing service processes?

a) Service blueprinting b) Flowcharting
c) Identify fail points d) Failure proofing

10) Which of the following is the Component of service blueprint?

a) Capacity planning b) Onstage/visible contact employee actions
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238 MBA Fourth Semester (Services Marketing) SPPU

c) Managing capacity and demand d) Information

11) Which factor does not influence demand?
a) Per capita income b) Expansion or boom
c) Demographics d) Natural and other disasters

12) Which is one of the tools for quality function deployment?

a) Servicescape
b) Process decision programme diagrams (PDPC)
c) Back office and front office processes
d) Waiting line analysis

13) The classification of organisations based on interaction is as follows:

a) Consumer service employees b) Low contact service
c) Professional service employees d) Support staff

14) Which one is not the element of service culture?

a) Service philosophy or mission b) Customers
c) Policies and procedures d) Management support

15) Which of the following is not one of the strategic roles a servicescape can play?
a) As a service package b) As an intermediary
c) As a facilitator d) As a socializer

16) Which servicescape dimension enhances the ability of similar items to facilitate the accomplishment of customer
and employee goals?
a) Signs b) Symbols
c) Ambient conditions d) Functionality

17) One way that financing benefits a sporting-good store's marketing effort is by providing additional funds that the
store can spend on:
a) Office remodeling b) Expanded investments
c) Increased advertising d) Employee salaries

18) Which three of the following are likely to make it more difficult to use market mechanisms in the provision of
healthcare services?
A) Symmetry of information between purchaser and provider of healthcare services
B) Asymmetry of information between purchaser and provider of healthcare services
C) Low transactions costs in establishing contracts between purchasers and providers
D) High transactions costs in establishing contracts between purchasers and providers
E) Development of long-term relationships between purchasers and providers making the healthcare market non-
contestable for new entrants
a) B), C) and E) b) B), D) and E)
c) A), C) and E) d) A), D) and E)

19) This industry consists of broad category of fields within the service industry that includes lodging, restaurants, event
planning, theme parks, transportation, cruise line, etc.:
a) Airlines Industry b) Hospitality Services
c) Telecom Services d) Sports and Entertainment Services

20) Which segmentation is used in telecom services?

a) Non-residentials b) People below poverty line
c) Residentials d) Entrepreneurs

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Online Examination Model Papers 239

ONLINE EXAMINATION MODEL PAPER - II

SERVICES MARKETING

MBA – FOURTH SEMESTER EXAMINATION

Note: All the questions shall be compulsory, carrying one mark each. [1 × 20 = 20]

1) Services cannot be touched. This characteristic of services is referred as:

a) Inseparability b) Inconsistency
c) Intangibility d) Inventory

2) Which is one of the types of Adequate Service Expectations?

a) Ideal expectations b) Experience-based expectations
c) Cognitive expectations d) Minimum tolerable expectations

3) Traditional marketing mix is made-up of:

a) Product b) Pricing
c) Programme d) Promotion

4) Which is not one of the fundamental principles of offensive strategy?

a) Assess the strength of the target competitor b) Find a weakness in the target’s position
c) Launch the attack on broad level. d) Launch the attack quickly

5) Which one is not the method of integrated service marketing communication

a) Advertising b) Personal selling
c) Free samples d) Public relations

6) The researchers, Berry, Parasuraman and Zeithaml, cite 10 main criteria which between them cover the whole
service experience from the customer’s point of view. Which of the following is not an example of one of the
criteria which influence the quality of the outcome of the service experience?
a) Understanding the customer b) Credibility
c) Access d) Competence

7) Which one is not the condition for revenue management?

a) Relatively fixed b) Predictable demand
c) Perishable demand d) Constant demand

8) What shows the challenge in service delivery?

a) Intangibility b) Variety of options
c) Constant demand d) Service location

9) Which is not the structural element of service design?

a) Delivery system b) Location
c) Information d) Facility design

10) Which one is not one of the capacity constraints?

a) Labour constraints b) Inventory constraints
c) Facilities constraints d) Time constraints

11) Which is not the one of the deployments of QFD?

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a) Organisation deployment b) Customer deployment *
240 MBA Fourth Semester (Services Marketing) SPPU

c) Policy deployment d) Voice of customer deployment

12) It is a technique for displaying the nature and sequence of the different steps involved in delivering service to
customers
a) Flowcharting b) Blueprinting
c) QFD d) Waiting Line Analysis

13) When there is little or no personal contact between customer and service provider, this is classified as
a) Low-contact service b) Medium-contact service
c) High-contact service d) Intense-contact service

14) Which is not one of the strategies for managing service employees?
a) Hire the right people
b) Develop people to deliver service quality
c) Provide needed support systems
d) Communicate culture and vision to customers

15) Which is not the method of providing physical evidence?

a) Map the physical evidence of service
b) Assess and identify physical evidence opportunities
c) Be prepared to update and modernise the evidence
d) Work in single department

16) The term “servicescape” refers to which of the following?

a) The schematic diagram of the service flows of material, information and customers
b) The emergency exit plan from a service facility
c) The physical surroundings in which the service takes place
d) The network of government rules regulating the service

17) The key criticisms related to tourism marketing are:

a) Wasteful due to the high amounts of money spent on promoting products
b) Products can only be offered to the market place when they are profitable
c) Only focusing on the potential consumers of the product and not the wider society
d) All of these

18) Which of the following are not considered part of the hospitality service industry?
a) Car rental companies b) Hotels and motels
c) Travel agents and tour operators d) Advertising agencies

19) When an airline goes after a "share of travel" from its customers, it is attempting to increase ________.
a) Customer lifetime value b) Share of customer
c) Customer loyalty d) Total customer spending

20) These are the demographic factors that impact tourism except:
a) Income b) Age
c) Family life cycles d) Customer preferences

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