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Service Marketing
(A) Multiple Choice Questions:
(1) Service is a _______ Transaction.

(a) monetary (b) market (c) artificial (d) tangible

(2) Service is an _______ phenomenon.
(a) traditional (b) physical (c) abstract (d) political
(3) Services _______ be delivered to the customers or the users.
(a) can (b) may (c) must (d) cannot
(4) The nature of service marketing is of _______.
(a) fixed (b) fluctuating (c) redefining (d) popularly
(5) The services involved a _______ for the customer to perform a series of activities in a sequential
manner.
(a) process (b) procedures (c) pattern (d) policy
(6) _______ Involvement is a state of arousal directed towards attaching for short term.
(a) Enduring (b) Provincing (c) Situational (d) Recovery
(7) Positioning is essentially based on consumer _______ rather than factual evaluations.
(a) policy (b) prescription (c) exclusion (d) perception
(8) _______ contact service include banks, post offices, fast-food restaurant, etc.
(a) High (b) Low (c) Constant (d) Zero
(9) Services with _______ contact are more difficult to manage and control.
(a) low (b) high (c) zero (d) no
(10) _______ services refers to the physical presence of the customer in the system.
(a) Customer (c) Dealer
(b) Producer (d) Government
(11) Positioning services is the process of _______ a service with impact in the mind of the customer.
(a) designing (b) formulating (c) executing (d) excluding
(12) Service recovery is an umbrella term for systematic efforts to retain _______ goodwill.
(a) customer (b) producer (c) distributor (d) counselles
(13) A _______ is a set of attributes put together in some distinct form.
(a) price (b) product (c) process (d) procedures
(14) A growth oriented firm always looks beyond the _______ product or service.
(a) existing (b) future (c) expectable (d) creative
(15) Service Life Cycle indicates the sales of a service over its long-time _______.

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Service Marketing
(a) geographically (c) mathematically
(b) statistically (d) graphically
(16) Services has an _______ value for the customer.
(a) inclusive (b) instrinsic (c) prefixed (d) standard
(17) The price of service is greatly influenced by what the _______ are prepared to pay.
(a) relatives (b) rivals (c) competitors (d) government
(18) Cost-based pricing is a _______ approach with simple method.
(a) traditional (c) preferential
(b) development (d) modern
(19) Price skimming strategy seeks to gain the _______ possible price from the early adopters.
(a) zero (b) average (c) lowest (d) highest
(20) Pricing Training is a special form of _______.
(a) recovery (b) consultancy (c) institution (d) organization.
(21) Usually, the small services firms have _______ assets.
(a) restricted (b) limited (c) unlimited (d) none of these
(22) Personal selling refers to interaction between the service provides and the _______.
(a) agents (b) manufacturers (c) sellers (d) customers
(23) _______ is the planned and sustained effort to establish and maintain goodwill between the firm and
its public.
(a) Inter-conflict office (c) Ideal – consultancy
(d) Public Relation (d) Direct – marketing
(24) Franchising is the most popular type of distribution in services for most _______ sales.
(a) whole (b) retail (c) toy (d) all of these
(25) Judd’s categorization results in 4-groups a _______, modifiers, influence and isolated.
(a) contactors (b) distributors (c) competitors (d) producers
(26) The physical evidence of service includes all of the _______ representations of the service.
(a) invisible (b) tangible (c) intangible (d) existing
(27) A brand is a _______ entity.
(a) perceptual (b) preferential (c) protectional (d) provisional
Ans. (1 – b) (2 – c) (3 – d) (4 – b) (5 – a) (6 – c) ( 7 – d) (80 – b) (9 – b) (10 – a) (11 – a) (12 – a) (13 – b) (14 – a) (15 –
d) (16 – b) (17 – c) (18 – a) (19 – d) (20 – b) (21 – b) (22 – d) (23 – b) (24 – b) (25 – a) (26 – b) (27 – a).

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Service Marketing
[B] Fill in the blanks:
(1) A service is _______ even though it provides satisfaction.
(2) Service product is a series of activities which provides consumer _______.
(3) Services are of _______ nature.
(4) The services provided by the outside agencies are called as _______ service.
(5) The golf-courses remain unused during the _______ season.
(6) Subjective positioning is based on the _______ attributes of the service.
(7) _______ distinguishes among the groups of consumers.
(8) _______ behaviour is a decision adopted by the consumer to buy or not to buy.
(9) Service positioning is done in relation to various _______ offerings.
(10) _______ refers to the way we see ourselves and think other see us.
(11) _______ is not a commodity but potential offers to be perceived by customer.
(12) Positioning is concerned with differentiation of products in _______ segment.
(13) Five dimension of service quality – Reliability, Responsiveness, _______, Empathy and Tangibles.
(14) Consumer Involvement is a state of mind utilized to motivate the _______.
(15) Effective service _______ requires thoughtful procedures for resolving problems of market.
(16) A product is a bundle of satisfaction that a _______ buys.
(17) The potential product for focuses on the_______.
(18) Market testing helps the service firm to _______ the marketing mix elements to reduce risk.
(19) A _______ company will very often sell a range of services at special elements to reduce risks.
(20) 3 P’s determining the value of money for service are _______ process at special prices.
(21) Demand-based pricing is _______ oriented pricing.
(22) Agents and Brokers are _______ towards distribution of goods or services.
(23) The change in prices may affect the customer’s _______ perception.
(24) Advertising media includes newspapers, magazines, radio, _______ and cinema in India.
(25) _______ bring buyers and sellers together while assisting in negotiation.
(26) Service competencies are the skills and knowledge necessary to do the _______.

Ans.: (1) intangible (2) satisfaction (3) fluctuating (4) external (5) winter (6) subjective (7) Segmentation (8)
Consumer (9) competitive (10) Self-concept (11) Service (12) market (13) assurance (14) consumers (15)
recovery (16) customer (17) future (18) re-mix (19) service (20) people (21) customers (22) representatives
(23) quality (24) television (25) Brokers (26) job.

[C] Match the pairs

‘A’ Column ‘B’ Column

(a) Services (1) Variability
(b) Service Marketing (2) Presence of the consumer
(c) Heterogeneity (3) Service marketing triangle
(d) People-based services (4) Services can not be stored
(e) Self-service (5) Socio-cultural service
(f) Trinity (6) Intangible marketing
(g) Marriage counselling (7) Low-contact services
(h) Courier services (8) Provides satisfaction in various form
(i) Occupation (9) Labour-intensive
(j) Perishability (10) Family factor
Ans.: (a – 8) (b – 6) (c – 1) (d – 9) (e – 2) (f – 3) (g – 5) (h – 7) (i – 10) (j – 4)

Prof. Runal Mehta 9820990710

 || Shree Raj || Navigator Tutorials Pvt. Ltd.
Service Marketing
‘A’ Column ‘B’ Column
(a) Service Concept (1) The graphical depiction of a service
(b) Tangible elements (2) The fifth elements in service by Judd
(c) Gronroos (3) Creates individuality in the product
(d) People (4) Outlined a communication pattern for role word of mouth
(e) Service scape (5) The main items purchased by the customer
(f) Social setting (6) Service outlets licensed by the principal to deliver service
(g) Blue print (7) The physical environment of service
(h) Branding (8) The customer-benefit concept
(i) Advertising (9) Staff appearance
(j) Franchisees (10) An impersonal communication
Ans.: (a – 8) (b – 5) (c – 4) (d – 2) (e – 2) (f – 9) (g – 1) (h – 3) (i – 10) (j – 6)

[D] State whether True or False:

(1) A service is performed but not manufactured.
(2) The heterogeneity character of services makes it difficult to establish standard.
(3) The consumer will provide the services offering subjected to time and financial constraints.
(4) The TV ad-campaign should be for high repetition and long duration messages.
(5) Goods and Services continuum is applicable to the expected produces and manufactures.
(6) Intangibility means several marketing challenges.
(7) The family’s influence on consumer behaviour is the cultural factor.
(8) Learning means charging one’s behaviour on the basis of future experiences.
(9) Self-concept is closely related to personality.
(10) Positioning is a strategic marketing tool.
(11) Product includes service.
(12) Innovation is the essence of all growth in marketing.
(13) Price-plays no role in the marketing mix of a service.
(14) Pricing should always be decentralized decision only.
(15) Penetration pricing strategy begins with low price and tend to increase with growth stage.
(16) No customers are looking for value when they are buying a good or services.
(17) In case of cross-selling, the people become a part of the service product.
(18) Services can be distributed to the final consumers through electronic channels only.
(19) Selling agents acts as a sales-force for contractual principal continuously.
(20) Human resources is important for providing quality services to the service customers.
Ans.: True – (1), (2), (6), (9), (10), (11), (12), (15), (20)
False – (3), (4), (5), (7), (8), (13), (14), (16), (17), (18).

Prof. Runal Mehta 9820990710