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MBA 403M - SERVICES MARKETING

Question bank for online IV mid semester examinations

1. A service is any activity or benefit that one party can offer to another which is essentially------------. ( c )

(a) Intangible(b) does not result in ownership

(c) both (a) & (b)

(d) None of the above

2. The external or the macro environment of a service firm consists of --------.( d )

(a) social cultural factors

(b) legal factors

(c) political factors

(d) All the above

3. Demographic changes consists of --------------- ( d )(a) consumption(b) beliefs

(c) values

(d) age composition

4. Interactive marketing is between ----------- and --------------. ( a )(a) company, customers

(b) employees, customers(c) company, employees

(d) employees, channel partners

5. Existing and prospective customers as well as intermediaries are the main reason for theexistence of the service firm, the source of its revenues in --------------.

( c )

(a) influence markets(b) recruitment markets

(c) customer markets(d) referral markets

6. BPO means ------------------ ( a )(a) Buyer Process Outsourcing

(b) Business Process Outsourcing

(c) Business Profit Out sourcing

(d) Business People Outsourcing

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7. ----------- is a competitive strategy where a service firm seeks to be a low cost producer,

satisfying a broad market base with a standard service product.

( a )

(a) cost leadership(b) differentiation

(c) focus(d) competitive advantage

8. ------------- result in the formation of entirely new service firms, whose ownership is ashared arrangement. ( d )

(a) Diversification strategy(b) Horizontal Integration

(c) Vertical Integration

(d) Joint Ventures

9. Personal selling process consists of ------------ stages. ( d )(a) 8

(b) 7(c) 6

(d) 5

10. Buy space and set up displays or stalls to demonstrate is called as

( c )

(a) demonstrations

(b) brochure(c) trade fairs

(d) hoarding

11. Delivering the completed product to customers and intermediaries is called as( b )

(a) supply

(b) marketing logistics(c) transportation

(d) in bound logistics

12. Personal selling is described as the act of persuading the customer to buy a product,

through ----------------. ( c )

(a) External communication

(b) Internal communication

(c) Personal communication

(d) None of these

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13. ----------- is the first step in the selling process. ( c )

(a) Personal approach(b) sales presentation

(c) prospecting

(d) negotiation

14. Low involvement service products -------------------. ( a )(a) does not reflect a consumers personality

(b) complexity of features

(c) large differences in features

(d) high perceived risk

15. The service marketing triangle consists of -------------- ( d )(a) company(b) employees

(c) customers

(d) all the above

16. ------------ is the paid form of non-personal presentation of ideas through an identifiedsponsor. ( a )

(a) advertising

(b) brochure

(c) propaganda

(d) personal selling

17. Sales people matches the --------------- of their offering to the specific needs of a client.( a )

(a) benefits

(b) wants

(c) both

(d) none of these

18. The level of service the customer will accept is ( b )(a) desired service

(b) adequate service

(c) expected service

(d) zone of tolerance

19. Customer perception meets the customer expectation is called as ------------.

( b )

(a) customer orientation(b) customer satisfaction

(c) personal selling

(d) customer delight

20. Service marketing triangle consists of ----------. ( a )(a) company-customers-employees

(b) company-employer-employees

(c) company-customers-society

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(d) society-customers-employees

21. Service is -------------- activity. ( b )(a) tangible

(b) intangible

(c) physical

(d) chemical

22. Actual performance against the planned measurement is called as ---.( c )

(a) service measurement

(b) performance evaluation

(c) performance measurement(d) performance appraisal

23. The activities from the management of raw materials to delivery of the final product tocustomer are called as -------------. ( b )

(a) Customer relationship Management

(b) Logistics management

(c) Material management(d) Supply chain management

24. The physical distribution can be improved by -----------. ( d )(a) computerized system

(b) standardized packaging

(c) material handling

(d) all the above

25. The level of service the customer hopes to service is called as -----. ( a )

(a) desired service

(b) adequate service

(c) zone of tolerance(d) expected service

26. The model rests on the human ability is ------------ model. ( d )(a) psycho analytical

(b) sociological

(c) systems

(d) learning

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27. John Howard and Jagadish sheth put forward the Howard and Sheth model in theirpublication entitled the theory of Buyer Behavior in ---------- ( a )

(a) 1969

(b) 1979

(c) 1989

(d) 1959

28. According to Levitt the goods are classified in to search goods and ----------- goods.( d )

(a) prior purchase

(b) pure

(c) tangible

(d) experienced

29. Rathmell suggested the exclusion of the following activity from the scope of the termservices. ( c )

(a) non-economic transactions

(b) voluntary organizations

(c) Both (a) & (b)


30. ----------------- develops services that meet each customers individual needs.

(a) Standardization ( b )

(b) customization

(c) creative pricing

(d) reservation system

31. The stimulus in consumer decision process may be -------------. ( d )(a) commercial cue

(b) social cue

(c) physical cue

(d) all the above

32. Attribute that can be determined prior to purchase-------------. ( a )

(a) search attribute

(b) experience attribute

(c) credence attribute


33. The service gap, is between customers expectations of service and their ------ of service.

( c )

(a) Service quality

(b) Customer satisfaction(c) Perception

(d) Reliability

34. General Agreement on Trade in Services identified as many as ----------- activities.

( c )

(a) 157

(b) 156

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(c) 155(d) 154

35. Service failure types are ------------. ( d )

(a) Service delivery system failures(b) Customers needs requests

(c) Problematic customers

(d) All the above

36. ------------------ are the complaints expressed for the purpose of altering an undesirable

state of affairs. ( b )

(a) Ostensive complaints

(b) Instrumental complaints

(c) Reflexive complaints

(d) Non-instrumental complaints

37. Focusing the firms marketing effort towards the existing customer base is called as-----------. ( a )

(a) customer retention(b) customer satisfaction

(c) customer expectation

(d) customer perception

38. ---------------- is the union of customer service, quality and marketing. ( c )

(a) After marketing

(b) Frequency marketing

(c) Relationship marketing

(d) Niche marketing

39. Degrees of freedom service personnel are allowed when providing the service is called----------. ( b )

(a) complexity

(b) divergence

(c) positioning

(d) specialization

40. Price determination is based on -------------. ( d )(a) demand

(b) cost

(c) product

(d) All the above

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41. In which promotional activity an individual sales person sells a product/service toconsumer? ( c )

(a) publicity

(b) advertising


(d) publicity

42. Services are ---------------. ( a )(a) perishable

(b) non-perishable

(c) homogenous

(d) tangible

43. Service marketing mix contains how many components? ( b )

(a) 4

(b) 7

(c) 9

(d) 5

44. The difference between customer expectations and perception is called ----------.( a )

(a) customer gap

(b) customer acceptance

(c) customer satisfaction

(d) customer delight

45. How many types are there in service encounter? ( a )(a) 3

(b) 4

(c) 6

(d) 2

46. Transport of raw materials will come under--------. ( a )(a) In bound logistics

(b) Out bound logistics

(c) Marketing logistics


47. In which communication mix buying space & set up displays to demonstrate?( c )

(a) publicity

(b) personal selling

(c) exhibitions

(d) propaganda

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48. Consumer behavior stage consists of ------------- stage. ( b )(a) product

(b) pre-purchase stage

(c) place

(d) process

49. Dual customer expectation levels are ------------ & ------------. ( a )(a) desired service, adequate service

(b) desired service, transportation service

(c) desired service, personal service

(d) desired service, advertising service

50. Service marketing mix consists of -----------------. ( d )(a) product & place

(b) price & people

(c) physical evidence, promotion & process

(d) All the above

51. How many stages are there in personal selling process? ( c )

(a) 4

(b) 3

(c) 5

(d) 6

52. Industrial channel management consists of ----------. ( c )(a) direct channel

(b) indirect channel

(c) Both (a) & (b)

(d) None of these

53. Not knowing what customers expect is which type of Gap ---------. ( a )

(a) Gap 1(b) Gap 2

(c) Gap 3

(d) Gap 4

54. In services marketing triangle, Internal marketing is placed between ---------.

( c )

(a) between company & customers

(b) between employee & customer

(c) between employee & company

(d) None of these

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55. The extent to which customers recognize and willing to accept the variation is called-------------. ( b )

(a) desired service

(b) zone of tolerance

(c) adequate service

(d) quality of service

56. Indirect channel includes----------. ( d )(a) distributors

(b) agents

(c) commission merchants

(d) all the above

57. The Gap 4 model is ----------------------. ( c )(a) Not knowing what customer expect

(b) Not selecting the right services

(c) Not matching performance to promises

(d) Not developing the service up to standards

58. The level of service the customer will accept is known as -----------.( c )

(a) desired service

(b) quality service

(c) adequate service

(d) expected service

59. Service is a ----------. ( d )

(a) A thing

(b) An activity

(c) A process

(d) Both b& c

60. While determining the advertising budget, the method based on affordability is

-----------. ( c )

(a) percentage of sales

(b) objective & task

(c) all-you-can-afford

(d) competitive parity

61. ------------ is the willingness to help customers and to provide prompt service.

(a) Empathy ( c )(b) tangibility

(c) responsiveness(d) courtesy

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62. Which of the following is the characteristic feature of service --------.( d )(a) intangible

(b) inseparability(c) heterogeneity

(d) all the above

63. Aesthetics refers to ----------- ideas about beauty and good taste. ( b )

(a) technological

(b) cultural

(c) innovative

(d) social

64. The primary goal of Relationship marketing is ------------. ( a )

(a) To build & maintain a base of committed customers who are profitable for theorganization.

(b) To deceive the customers

(c) To disturb the customers by offering less quality products

(d) To offer the products for higher prices

65. The employee response to customers specific needs and requests is called----

( c )

(a) closing encounter

(b) spontaneous encounter

(c) adaptability encounter

(d) none of these

66. Service quality and service satisfaction depend upon the -------------.

( d )

(a) service quality

(b) service quantity

(c) objective criteria

(d) perception of customer

67. The advantage of organizing exhibition is --------------. ( b )(a) making direct sales

(b) obtaining new product ideas

(c) both (a) & (b)

(d) None of these

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68. Logistics means--------------. ( a )(a) Physical distribution

(b) Psychological distribution(c) Social distribution

(d) General distribution

69. JIT means---------. ( a )

(a) Just in time

(b) Just in truth

(c) Just in transport

(d) Just in team

70. When customer service is more than customers expectations, that situation is called

-------------. ( c )

(a) customer perception

(b) customer satisfaction

(c) customer delight

(d) customer attitude

71. Trade fair is a ------------- activity. ( b )

(a) advertising activity

(b) sales promotion


(d) publicity

72. Services -------------. ( b )

(a) can be kept in stock

(b) cant be kept in stock

(c) homogenous

(d) separable

73. If there is no personal contact between the employee and customer, then these type ofservice encounter is called ----------. ( c )

(a) phone encounter

(b) face-to-face encounter

(c) remote encounter

(d) none of these

74. The difference between service delivery and external communication with customer iscalled ----------. ( d )

(a) Gap 1(b) Gap 2

(c) Gap 3

(d) Gap 4

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75. Comparing actual performance with the standards is called -----------.( d )

(a) Co-ordinating

(b) Directing

(c) Monitoring

(d) Controlling

76. Elements of customer service involves in -----------. ( a )(a) pre-sale service

(b) guarantee service

(c) industrial service

(d) physical service

77. Poor delivery of service quality is ------ Gap model. ( c )

(a) Gap 1

(b) Gap 2

(c) Gap 3

(d) Gap 4

78. Gap 5 includes-----------. ( b )

(a) differences between customer expectations and management ideas

(b) differences between expected & perceived quality

(c) poor delivery of services

(d) None of these

79. The period of time during which customers interact directly with a service is known as----------. ( b )

(a) service quality

(b) Service encounter

(c) Customer service

(d) Customer expectations

80. Identifying the potential customers in personal selling is known as -------.( a )

(a) Prospecting

(b) Sales call

(c) Making first contact

(d) Closing the sale

81. The advertising expenditure for Industrial Advertising constitutes----------.( d )

(a) 40%

(b) 30%

(c) 20%

(d) 10%

82. In Globalization the business operates ---------. ( a )

(a) Across the national boundaries

(b) Within the national boundaries

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(c) Both (a) & (b)(d) None of these

83. International insurers often derive a significant part of their business from -------

operations. ( b )(a) National

(b) International(c) Local

(d) Rural

84. Life Insurance business was nationalized in the year------------. ( c )(a) 1954(b) 1955

(c) 1956

(d) 1957

85. Factor that determines premium rated in a life insurance plan is ----- ( d )(a) mortality

(b) expense(c) intense

(d) All of the above

86. A potential channel that reduces the need for an owned distribution network is called

--------------. ( b )

(a) relationship marketing

(b) worksite marketing

(c) social marketing

(d) meta marketing

87. The key input of the hospital is the ----------. ( c )(a) Doctor(b) Staff

(c) Patient

(d) Administration

88. The system that effect patient is ------------. ( d )(a) Environmental system

(b) Social system

(c) Cultural system

(d) All the above

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89. In health care services, the smallest unit covers the jurisdiction about 100 km is called---------------. ( a )

(a) Health Centre

(b) Health Unit

(c) Polyclinic(d) Divisional hospitals

90. Freight transportation in India is mainly dependent on -------. ( c )

(a) Railways

(b) Roadways

(c) Both (a) & (b)


91. ------------- can help in optimizing the logistics costs in international markets which are

witnessing major changes. ( a )

(a) Containerization

(b) Penetration

(a) Consolidation

(d) Physical distribution

92. In transportation service, the critical group of decision maker is -----------.

( b )

(a) service provider

(b) customer

(c) government

(d) society

93. ----------- services are the growth opportunities for the new millennium. ( b )

(a) Traditional services

(b) IT enabled services

(c) Both (a) & (b)


94. Telecom links contain the services like ---------. ( d )

(a) Call centers

(b) Financial accounting services

(c) Engineering design

(d) All the above

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95. Which is not the advantage of Medical Transcription? ( a )

(a) Decreased productivity

(b) Document accuracy(c) Improved reimbursement

(d) Increased communication

96. TQM means-------------. ( c )

(a) Total Query Management

(b) Total Quantum Management

(c) Total Quality Management

(d) Time Quality Management

97. ---------- is accurate and swift conversion of medical records dictated by doctors or

other medical professionals in to electronic form. ( b )

(a) Medical examination

(b) Medical transcription

(c) Medical report(d) Medical terminology

98. Arbiter on quality means-----------. ( a )

(a) Customer

(b) Doctor

(c) Service provider

(d) Service

99. Marketing activity that focuses on customer retention is called ( d )

(a) Transaction Marketing

(b) Transformational Marketing

(c) Niche marketing(d) Relationship Marketing

100. Relationship Marketing philosophy is -------------. ( d )

(a) To acquire customers

(b) To retain customers

(c) To do business with only profitable customers(d) All the above

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