Service Marketing Set 9
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This set of Service Marketing Multiple Choice Questions & Answers (MCQs) focuses on Service Marketing Set 9
Q1 | Service firms often find themselves in a three-cornered fight between
- Engineering, production, and accounting
- Marketing, finance, and human resources
- Operations, accounting, and marketing
- Human resources, marketing and operations
Q2 | Customer frustration resulting from receiving poor service is most similar to
- Image costs.
- Monetary price
- Energy costs.
- Psychic costs.
Q3 | Among many services, the demand for medical services tends to be __________.
- Inelastic.
- Elastic.
- Substitute demand
- Price cross elastic demand
Q4 | Customer competencies can be described as
- Consumer expectations pertaining to the service delivery process and the final outcome
- Customer perceptions regarding the quality of the outcome
- Customer abilities that enable them to properly evaluate the servicescape.
- The ability to interact effectively with other
Q5 | Costs that are planned and are accrued during the operating period regardless of thelevel of production and sales are called
- Direct variable costs
- Fixed costs.
- Average costs
- Marginal costs.
Q6 | The technique that allows consumers to either buy Service A and Service B togetheron purchase one service separately is called
- Long-term bundling
- Mixed bundling
- Price bundling.
- Product bundling
Q7 | Which pricing strategies encourage the customer to expand his/her dealings with theservice provider?
- Relationship pricing
- Price bundling.
- Benefit-driven pricing.
- Efficiency pricing.
Q8 | Do studies suggest that price is more likely to be used as a cue to quality under thefollowing conditions?
- When alternatives are of bad products
- When the company new to the market
- When a price is the primary differential information available
- When a customer does not have knowledge
Q9 | The primary role of a service firm for the customer in the communication mix is to ……
- Confuse customers.
- Inform and remind customers
- Oppose the competitor s claim
- Persuade the dealers.
Q10 | The plan for differentiating the firm from its competitors in consumers eyes is referredto as the firms
- Communication mix
- Positioning strategy.
- Publicity.
- Target marketing
Q11 | Differentiation approaches such as competence, courtesy, reliability, andresponsiveness are forms of
- Product differentiation
- Personnel differentiation
- Image differentiation
- Service differentiation.
Q12 | The appropriate communication content during the introduction stage of the productlife cycle would be
- Informational.
- Informational and persuasive
- Persuasive.
- Persuasive and reminder.
Q13 | Which of the following is not a communication objective during the maturity anddecline stages of the product life cycle?
- Encourage repeat purchases
- Provide ongoing contact with customers
- Prepare the way for personal selling efforts
- Express gratitude to the existing customer base.
Q14 | Which one of the following communication approaches would be appropriate duringthe growth and maturity stages of the product life cycle?
- Informational.
- Informational and persuasive
- Persuasive.
- Persuasive and reminder
Q15 | The primary objective of a firms communication mix during the pre-consumptionchoice stage is to
- sell the product
- Minimize the perceived risk associated with the purchase
- Encourage repeat purchases
- Persuasively convince customers why the firms brand is superior to the competitors
Q16 | The perceived consequences of a consumer s purchase decision are
- Financial, social and performance
- Social, ethical and performance.
- Performance, social and ethical.
- Ethical, social and psychological
Q17 | Tangible clues are more important when services are
- Highly perishable.
- Tangible dominant.
- Intangible dominant
- Heterogeneous
Q18 | Which of the following communication objectives becomes the most important duringthe post-consumption evaluation stage
- Informing customers
- Managing customer expectations.
- Reducing consumer perceived risk
- Persuading customers
Q19 | Branding of services becomes difficult because they are
- Intangible.
- Heterogeneous.
- Perishable.
- Inseparable.
Q20 | Word-of-Mouth communication networks are particularly important for service firms because
- Service customers tend to rely more on personal than the non-personal source of information
- Service firms only offer one brand of service.
- Service firms can seldom afford to pay for promotional efforts.
- Service customers tend to rely more on non-personal than personal sources of information
Q21 | The suggested communication strategy to use when the product is intangible dominant is to
- Create an intangible image for the product.
- Create awareness for the product
- Surround the product with tangible evidence.
- Make sure the product is in the evoked set of
Q22 | __________ is an overall favourable impression or unfavourable impression basedon the early stages of the service encounter.
- Cognitive dissonance.
- Environmental stimulus
- Visual pathway.
- Halo effect.
Q23 | The advantage that the E-marketing communications carries are…………
- Reaching a widely dispersed audience.
- Being cost-effective.
- Being personalized.
- More customer satisfaction.
Q24 | A disadvantage of e-marketing is
- High cost.
- Low reach.
- Loss of personal contact
- Less satisfaction.
Q25 | Which of the following is not a component of service firms physical evidence?
- Parking.
- Employee appearance
- Billing statements.
- In-house process equipment