http://ipublishing.co.in/ajmrvol1no1/EIJMRS1004.pdf http://www.scribd.com/doc/14150423/Service-Marketing http://books.google.co.in/books?id=fT1SVOGU7oC&pg=PA102&lpg=PA102&dq=adequate+service+is+also+known+as+which+hig h+level+of+service&source=bl&ots=ufP8MI3aPY&sig=ioLFuVRfxdFH_qPMPXaqPFo Gmcw&hl=en&ei=k9ZETv_CLITQrQe_0K3uAw&sa=X&oi=book_result&ct=result&res num=6&ved=0CD0Q6AEwBQ#v=onepage&q=adequate&f=false Q.

What provides information to customer on how the service production process works? A- Physical evidence Q. Consumer judge the quality of services based on their A- perceptions Q. The key elements of NPV of future earnings model are A- Financial forecasting, role of branding, brand disk Q. Three components of service offering are A- Core product, core delivery process, group of supplementary services that augment the core product Q. Services are said to be intangible because they are A Performers Q. The ideal benefit to claim has the following qualities A- Extremely important to the target customer, organization is uniquely suited to delivering it, competitors are addressing it Q. Ways to increase net value of a service are A- Adding benefits to the product, reducing financial costs associated with purchase and use of the product Q. The main donts in case of face to face contacts with customers are A blame the colleague, show favouritism, promise what you cannot perfom, Q. Keeping promises made by the employees of the company is A interactive marketing Q. Brand extension is performed by A Brand asset, concept testing, brand associated studies Q. Consumer differ to over which service/products they see as important A True Q. idea generation is a part of ____ A- Front end planning

Q. understanding the customer is making the effort to know customers and their needs A- True Q. Brand ____ enables the reinforcement of the image capital of the brand and fuels it A image Q. Service culture can be developed quickly A- False Q. The brand and its products and services must exceed customer expectations A- True volatile Q. in Flat-rate pricing ____ is transferred from the customer to the supplier, in case of the late delivery A- risk Q. There are alternative ways of testing the response to marketing mix variables A- True Q. Brand equity is an asset A True Q. Creating ____ is the ultimate objective behind building a brand A- apostle Q. Services cannot be ____in the same manner as goods A- stored Q. product differentiation is the least in case of consumer products A true Q. Example of services where supplier visits the customer are A- tiffin services in office, mobile coffee shop Q. application of brand valuation are A- brand management and development, benchmarking of competitors, balance sheet Q. A ____ brand gives a variety of products and services A. corporate Q. Brand Extension amul butter, amul ghee, amul Line extension lays tomato flavor, lays Accumulated brand image capital reliance industries Coco Coal Fanta Assignment 3 question 26

Q. Q. Assurance as a service dimension plays an important role in customers mind A Involving high risk Q. In case of services technical quality cannot be correctly evaluated ____ is used as a signal of quality A Courtesy t Q. The second objective of commercialization is to monitor _____ aspects of service during complete service cycle A all Q. Service Industries have to focus on service employee because A they are the service, they are the organization in customer eyes, they are the marketers Q. The price ____ can be justified by higher level of performance by the company A discounts Q. Brand positioning can be changed even if the product remains the same A True Q. Creating metaphors that are tangible in nature makes intangible claims more accurate. A True Q. Relationship research does not involve comprehensive approach on all aspects of customers relationship with the service A True Q. Brand strength is a combination of differentiation and relevance A True Q. Recently established consumer service which is taken to the customers doorstep is A in-home catering, mobile sofa cover cleaning, investments In insurance companies Q. In purchasing a service, the customer expects to receive a set of ____ A Value Q. Strategies used to implement a culture of internal service quality are A- internal service guarentees, process re-engineering, internal customer service audits Q. line extensions may lead to the brand name losing its specific meaning A False

Q. Functions of corporate brand advertising are A - selling a product/service, awareness building, mobilizing funds Q. A satisfied employee makes a satisfied A customer Q. Beyond the endorsing brand, there are no common codes of expression which appear independent in form and intent A False Q. When firms try to access their brand portfolios to decide which brands will be advertised, what considerations will they bear in mind A innovation, diversified product, money terms Q. Advantages of umbrella brand are A Capitalisation on one single name, economies of scale on an international level Q. D in AIDS stands for (Awareness, interest, Desire and Action) A Desire Q. This pricing is effective in industries where service prices are unpredictable A- Flat rate pricing Q. it is an alternative to business format franchising A licensing Q. The skill and knowledge necessary to do a job A service competencies Q. An organizations profits and revenues result from ____ A Consumers Q. Stimulus response approach and formula approach take into consideration costumer questions and individual customer needs A True Q. Various value based pricing are A Flat rate pricing, price bids, price leadership Q. Brand building with respect to corporate brands extends beyond a product A True Q. Individualised attention given to customer refers to ____ A empathy Q. Which of the following are brand signals A product name, article, press Q. Top managements support is not crucial to brands success A False

Q. Which brand strategy ahs the ability to provide a two tiered sense of difference and depth A Endorsing brand strategy Q. Against which key attributes is brand strength measured A Market, leadership, topography Q. The difference between the teo level of expectations is called A the zone of tolerance Q. This method is mainly used when business is acquired for the brand name of its product A market value method Q. A brand should exhibit admirable human qualities A True Q. Appearance of physical facilities, personnel and written material refers to A- Tangible Q. Brand strength multiple is the most crucial component in _____ A- Valuation Q. advances in ____ are leading to a shift to services delivered from a distance A Internet Q. Employee motivation social skill, likeability - Empowerment authority to customer - service orientation consistent service delivery - tangibles dress and employee appearance Q. New core products for markets that have not been previously defined include A major product innovations Assignment 2 Q. Which of the features are on the left side of the hexagonal brand identity prism? A- relationship, Reflection Q. The characteristics of services are similar to that of goods A- True Q. ____ plays a important role in promoting products to customer A Retailer Q. Many companies have adopted the idea that employees are also ____ of the organization A- Customers

Q. In ____ the potential for clear feedback channel exists A personal selling Q. This approach involves setting prices relative to financial costs A- cost based pricing Q. Adequate service is also known as A Lower level of service Q. ____ is defining aspect of a brand A- Brand Awareness Q. Service Quality dimension includes A- Reliability, responsiveness, assurance Q. ____ are the real capital of a company A Brands Q. Service ____ accurately reflects the type and level of the service provided A Consistency Q. ____ is set of assets linked to a brands name and symbol that adds to the value provided by a product/service A Brand Equity Q. Human preferences are same everywhere in the world A False Q. the type of facility based failure that is most likely to occur is A Cleanliness issue Q. Delivering the services as promised is called A- Reliability Q. a Brand must stand for something A True Q. ____ is useful for adjusting demand and supply fluctuations A- Price promotion Q. customer insights can be gained through A Online survey, customer service feedback, competitors database Q. The line of ____ separates contact employee activities from those of the other service support activities and people A- Visibility Q. The approach based on the assumption that all the customer can be persuaded byt the same message is called A stimulus-response

Q. which two facets of the brand identity help to define the recipient A- reflection, self-image Q. The gap exists in service quality due to A- difference in customer expectation, difference in receipt of service by customer, non selection of right service standards Q. The role of advertising at social level includes A family planning, prevention of AIDS, eradication of polio Q. ____ means tangible or visible clues due to the nature of service A Physical evidence Q. For a retailer brand is a means and not a necessity A True Q. Which statement is The value of trust A- Vision statement Q. The supplier visits the customer is an approach which becomes necessary when the object of service is A- Immovable physical item Q. Technical skills technology is n on-routine Interactive Skills Effective training Team work customer service Service jobs frustrating and demanding Q. When a majority of the population is illiterate, symbols have special importance in offering service in markets A True Q. If the perceived outlays are less than the perceived benefits, then the service will possess negative net values A- True Q. physical possession of tangible object refers to A- goods Q. Brands gain their independence and their own meaning eventually with time, even though they may start out as mere product names A- True Q. What relates to the number of exposure and length of time each exposure requiresA- Sampling Q. Unused capacity of services cannot be ____ A reserved

Q. Which two facets of brand identity bridge the gap between sender and recipient A- relationship, culture Q. Access to service is approachable and easy to contact A- TRUE Q. Dominating a niche market is more profitable than being fourth in a larger market A True Q. Foundations of pricing strategies are A- Cost to the provider, competitor, value to the customer Q. The value of brand equity is a function of A- age of the brand, age of competitors brand, cumulative advertising Q. Delivering quality service means confirming to customer expectations on a random basisA- False Actually the statement is - Delivering quality service means conforming to customer expectations on a consistent basis Q. Factors that have changed the way people shop now days A- computer, internet, mails Q. The willingness to help the customer and to provide prompt service is calledA- Responsiveness Q. People are moving to ship in ____ for a wide range of both goods and services A- Malls Q. Advantages of a range brand policy are A- creates brand capital, cost of launch is low, brand opacity Q. it is a measure of brands potential profitability A- Earnings Q. The 3 additional p of services are A- people, physical evidence, process Q. Who has written the book on Brand management Nets out A Bred Van Auken Q. 1 to 4 statements give score for tangibility 5 to 9 give score for reliability 10 to 13 gives score responsiveness Sum of statements 14 to 17 and 18 to 22 Empathy and assurance Q.

he correct answer for each question is indicated by a

1 CORRECT

Top of Form

The dcor of the Hard Rock Caf is designed to show that this caf will provide a memorable experience when patrons walk into the restaurant even before they sample any of the caf's amenities. By providing evidence of the type of service that will be had prior to consumption, the Hard Rock Caf is exhibiting __________ properties. credence A) tangibility B) search C)

experience D) evidence E) Feedback: Tangible goods have search properties. The guitars donated by famous musicians are enough to draw some people into the service. Page: 323; LO 3
2 CORRECT

Framed diplomas on the wall are ways that physicians can try to deal with __________, one of the unique elements of service. inflexibility A) intangibility B) inconsistency C)

inventory D) incongruity E) Feedback: Diplomas provide tangible proof that the physicians have the training to perform the services they offer. Page: 317-318; LO 1
3 CORRECT

Sarah has a backache due to overexertion. She believes a massage would loosen her back muscles and make her feel better. She is concerned because a massage, unlike a pair of shoes, cannot be felt before she buys it. When she goes to make her appointment, she examines the training certificates on the wall, and she carefully reads a brochure that contains testimonials of satisfied customers. The use of certificates of training and customer testimonials is one way the service provider is trying to deal with the service characteristic of: incongruity. A) inconsistency. B) inventory costs. C)

inseparability. D) intangibility. E) Feedback: Services cannot be seen, touch, heard, or felt before purchase, but evidence of how good they are can be used as tangible examples to lessen customers' concerns. Page: 317-318; LO 1
4 CORRECT

Inseparability in services means: consumers see little variation from one service provider in an industry to A)another.

consumers are unable to differentiate price from quality. B) consumers cannot evaluate a service until it is being utilized. C)

consumers cannot separate the service from the deliverer of the service. D) all of the above. E) Feedback: A third difference between services and products related to problems of consistency is inseparability. In most cases, the consumer cannot and does not separate the service from the deliverer of the service or the setting in which the service occurs. Also, in some cases, the customer actually participates in the delivery of the service. Page: 318-319; LO 1
5 CORRECT

Western Airlines operates five flights daily between Chicago and Phoenix during the winter. One flight leaves Phoenix at 12:10 AM. The plane, a Boeing 737, has a capacity of 120 passengers. During the past month, the flight has averaged only 24 passengers, a load factor of 20 percent. A load factor of 50 percent (60 passengers) is needed for the flight to break-even. What unique aspect of services does this situation describe? incongruity A) intangibility B) inconsistency C)

inseparability D) service inventory E) Feedback: This is an inventory or capacity issue. Western Airlines can either

develop a marketing program to attract new demand (e.g. off-peak pricing), change the flight time, if possible, or eliminate the flight to reduce excess capacity on that route. Page: 319; LO 1
6 CORRECT

A nutritional counselor has a morning in which she has no scheduled appointments but during which she plans on being available in her office. Which unique element of service best describes what it happening in this service example? idle production capacity A) the tangible nature of service B) the separability of service provider and consumer C)

an equipment-based service D) the incongruous relationship between service provider and service receiver E) Feedback: Idle production capacity is a situation where a service provider is available but there is no demand. Page: 319; LO 1
7 CORRECT

Which of the following is the best example of a people-based service? movie theaters A) airlines B) appliance repair C)

vending machines D)

taxis E) Feedback: An appliance repair service depends more on the ability of the service provider's employees than equipment. You may want to refer to Figure 12-4. Page: 320-322; LO 2
8 CORRECT

Which of the following is the best example of an equipment-based service? midwife A) speech therapist B) security service C)

nutritionist D) wedding consultant E) Feedback: A security service would use the tools of the trade such as surveillance tools and vehicles in which to transport these tools. Page: 320-322; LO 2
9 CORRECT

Which of the following organizations is a service provider? the local fire department A) a utility company B) a dentist C) the Salvation Army D)

all of the above E) Feedback: All of the alternatives are service providers. See page 320-322 to learn about nonprofit and governmental service providers; LO 2
10 CORRECT

One of the primary differences between tangible goods and services involves the consumer's ability to make prepurchase evaluations. For example, consumers can quite easily make comparisons and evaluations of clothing, automobiles, and appliances before making a purchase. On the other hand, consumers can evaluate services such as restaurants, beauty salons, and laundromats only during or after the purchase. Indeed, tangible products have __________ properties, while services have __________ properties. consistent; inconsistent A) search; experience B) inconsistent; consistent C)

experience; search D) consistent; search E) Feedback: Consumers can actively search for and make comparisons of tangible products before making a purchase decision. Specific features such as size, color, style, can be accurately determined in the show room or on the retail floor. Services have what marketers call experience properties. That is, services are difficult to evaluate or compare until after the purchase decision. Page: 323; LO 3
11 INCORRECT

Which of the following products have high experience properties? a pair of athletic shoes A)

dog collar B) surgery to remove a polyp C)

a massage D) all of the above E) Feedback: Experience properties can only be discerned after purchase or during consumption. Page: 323; LO 3
12 CORRECT

The two basic components of a customer's evaluation of services are: expectations and customer contact. A) expectations and actual experience. B) intangibility and inconsistency. C)

experience and credence. D) inconsistency and inseparability. E) Feedback: Once a consumer tries a service, it is evaluated by comparing expectations to the actual experience a consumer has with the service. Page: 324; LO 3
13 CORRECT

Hailey was planning on giving her mother a weekend trip to a local spa. When Hailey went to look at the facility she had selected, she saw dirty towels laying on equipment and half-eaten food on a counter. Which service quality dimension caused Hailey to decide to get her mother a different gift?

assurance A) tangibles B) reliability C)

responsiveness D) empathy E) Feedback: Tangibles refer to the appearance of the physical facilities, equipment, and personnel. Page: 324; LO 3
14 CORRECT

When the women asked, "Are you sure the driver of this limousine knows where he is supposed to be taking me?" she was expressing concern about which service quality dimension? assurance A) tangibles B) reliability C)

responsiveness D) empathy E) Feedback: Reliability is the ability to perform the promised service dependably and accurately. To see definitions of the five service quality dimensions, see Figure 12-6. Page: 324; LO 3

15 CORRECT

The dimension of service quality called _____ is caring and individualized attention provided customers. assurance A) reliability B) responsiveness C)

empathy D) sympathy E) Feedback: Empathy is one of five dimensions which also include reliability, tangibles, responsiveness, and assurance. The five dimensions of service quality are defined in Figure 12-6. Page: 324; LO 3
16 INCORRECT

Gap analysis is the: points in the service process when there is no contact between service provider A)and consumer. measure of difference between tangible and intangible. B) difference between forecasted service demand and requested service supply. C) countermeasure used to implement improvements in the service quality D)dimensions. difference between the customer's expectations and experience. E)

Feedback: Gap analysis asks consumers to assess their expectations and experiences on dimensions of service quality such as reliability, tangibles, responsiveness, assurance, and empathy. Page: 324; LO 3
17 CORRECT

The customer contact audit: looks like a perceptual map. A) resembles an inverted pyramid in shape. B) is actually a flowchart. C) is a matrix that compares people-based and equipment-based services with D)levels of tangibilities. is a continuum that starts with no contact like an ATM and goes to complete contact like with a physician.

E)

Feedback: The customer contact audit is a flowchart of the points of interaction between a consumer and a service provider. Page: 326; LO 4
18 INCORRECT

Edinberry's, a restaurant in located in south Texas, offers a variety of foods and entertainment opportunities to its customers. The restaurant is famous for fine steaks, spicy chili, exceptional barbecue and outstanding customer service. In order to maintain the restaurant's reputation for putting the needs of the customer first, the marketing manager at Edinberry's has developed marketing activities that are directed at the waiters and waitresses. These marketing activities are an example of __________ and are designed to help the restaurant employees to develop a marketorientation. internal marketing A) employee development B) service marketing C)

product development D) marketing development E) Feedback: The concept of internal marketing suggests that before a firm can successfully adopt a marketing orientation in the marketing efforts it directs towards its customers, the firm must engage in marketing directed at its employees. It is argued that employees will be influenced to develop a market orientation if marketing-like activities are directed at them. Page: 327; LO 4
19 INCORRECT

In services, pricing plays two major roles. The two roles are to affect consumer perceptions and to: be used in capacity management. A) increase the number of service encounters. B) maintain a socially responsible objective. C)

determine competitors' reactions proactively. D) eliminate service gaps. E) Feedback: Many services charge different prices during different times of the day or days of the week to reflect variations in demand. Page: 328; LO 6
20 INCORRECT

Setting different prices during different times of the day or days of the week to reflect variations in demand for the service is called: off-peak pricing. A) idle production capacity pricing.

B) customer contact audit pricing. C)

differential value pricing. D) capacity inventory pricing. E)

Bottom of Form

1 INCORRECT Hard Rock Cafs are decorated with rock memorabilia donated by famous and notso-famous musicians. Not every restaurant in the chain can have a guitar signed by Pete Townshend. Conceivably, customers could be disappointed with their visits to a Hard Rock Caf because they did not see memorabilia relating to their favorite rock stars. This inability to make sure that every caf has an autographed picture of Madonna is an example of service's: A) inconsistency. B)

intangibility. C) incongruity. D) inflexibility. E) inventory problems.Feedback: The quality of a service is often inconsistent--for a variety of reasons. In this case, the dvaries from restaurant to restaurant. Page: 318; LO 1 2 CORRECT Jane West is just graduating with an MBA and is being recruited by a financial securities brokerage as a sales representative. She has had 10 years of sales experience in selling industrial supplies to the steel industry. She was quite successful in her previous experience, but is worried that selling financial instruments may be more difficult. What factor could be the major reason for her worry? inseparable A) the problem that her services and the products she sells are B) the fact that services are intangible and, therefore, very C) the marketing program of D) the cost inventory

different from her previous experience financial instruments is very inconsistent

management system for reimbursing her when she sells the securities E) all of the aboveFeedback: In the past, West sold tangible items that could be seen and touched. These provided visual characteristics that could be captured in the

sales presentation more easily than trying to sell unseen and untouchable future benefits of financial securities. Page: 317-318; LO 1 3 INCORRECT Visitors today to the Grand Ole Opry are sometimes disappointed because their favorite performers are not on stage the week they are visiting. Country music entertainers have a certain number of weeks that they must perform at the Grand Ole Opry in order to be a member. Since stars can earn much more at concerts than they can make singing at the Opry, visitors are often disappointed when they come to see a particular star. This disappointment is indicative of which unique element of service? A) inconsistency B) intangibility C) inflexibility

D) inseparability E) incongruityFeedback: The quality of services varies because the people have different capabilities and also because people who provide the services vary in their job performance from day to day. In this case, the Opry has an unpredictable list of performers. Page: 318; LO 1 4 CORRECT In which of the following examples would a consumer have difficulty separating the deliverer of the service from the service itself? A) a dental visit B)

a golf lesson C) a university marketing class D) a haircut. E) all of the aboveFeedback: The services described here involve very different degrees of interaction between the consumer and the service provider, but the consumer cannot separate the deliverer of the service from the service itself. Page: 318-319; LO 1 5 CORRECT The service continuum is: A) the points along the customer contact audit.

B) the channel from service concept, to service provider, to ultimate consumer. provider. C) a concept that a service is inseparable from the service D) a range of tangible to intangible or good-dominant to service-

dominant offerings. E) the range of organizations from nonprofit to forprofit.Feedback: See page 320 for a graphic representation of the service continuum. Page: 320; LO 2 6 INCORRECT According to the service continuum, which of the following would be the best example of a service-dominated offering? service B) a lawn mower repair shop A) a full-service landscaping C) a fast-food restaurant

D) an accounting firm E) a building contractorFeedback: An accounting firm would provide advice, information, and the ability to communicate the state of the company to shareholders. See Figure 12-3. Page: 320; LO 2 7 CORRECT Which of the following is the best example of an equipment-based service? a service for cleaning fire-damaged buildings A)

B) a management consultant

C) a Broadway singer D) an architect E) a lifeguardFeedback: There is a great deal of equipment involved in this cleaning process. This alternative is equivalent to the dry cleaning example in the text. Page: 320; LO 2 8 INCORRECT Equipment-based services do not have the marketing concerns of inconsistency because: A) equipment comes with warranties. B) equipment can

be easily serviced if something goes wrong. provision of the service.

C) people are removed from

D) equipment-based services generally deal with

industrial firms and rarely with ultimate consumers. E) equipment-based services are not really services at all but highly specialized products.Feedback: Electric utilities, for example, can provide services without frequent personal contact with customers. Page: 321-322; LO 2 9 CORRECT In 2001, The Girl Guides, a Canadian institution for more than 90 years, realized it was in trouble. "We were the largest invisible girls' organization in Canada," says Georgia Guy, Girl Guides' manager of the organization's external relations. Like the Girl Scouts,: strategy. program. A) this for-profit organization needed to adopt a harvesting B) this nonprofit organization needed to develop a marketing C) it needs to adopt a mass marketing strategy. D) this

nonprofit organization needs to avoid marketing and get back to its basics. E) this nonprofit organization realized it was not a service provider.Feedback: In recent years, nonprofit organizations such as the Girl Scouts and Girl Guides have increased their use of marketing practices. Page: 322; LO 2 10 INCORRECT

Which of the following products is high in search properties? picture frame B) a wedding photographer

A) a silver D)

C) a caterer

a cleaning service E) a piano player for a weddingFeedback: Tangible goods have search properties like size, design, and color, which can be determined before purchase. Page: 323; LO 3 11 INCORRECT While tangible goods such as cars, lawn mowers, and gas grills have search properties, such as color, size, and style, services such as dog grooming and vocational rehabilitation have __________ properties, which can only be discerned after purchase or during consumption. A) direct B) capacity

C) experience D) continuum E) customFeedback: Services such as dog grooming and vocational rehabilitation have experience properties, which are discerned only after purchase or during consumption. Page: 323; LO 3 12 CORRECT Which of the following products is high in credence properties? entertainment for a birthday party B) a car wash A) C) a box of

chocolates D) surgery to correct a faulty heart valve E) a painting of your motherFeedback: Even after the service is performed it is impossible to evaluate. Page: 323; LO 3 13 CORRECT Which of the following is NOT an example of a service quality dimension? A) assurance B) homogeneity C) empathy D) responsivene

ss E) reliabilityFeedback: The five service quality dimensions are reliability, tangibles, responsiveness, assurance, and empathy. Page: 324; LO 3 14 INCORRECT Andrea Arena is the owner of 2 Places at 1 Time, a concierge company. She and her staff of 60 perform everyday services such as walking the dog, picking up cleaning, waiting for the repairman, and going to the post office for people who are too busy to perform these simple acts for themselves. Her regular customers describe her as caring and willing to treat each of the jobs they need done as if it were the most important job she had to perform. In which dimensions of service quality, does Arena excel? A) reliability and credibility B) assurance and

tangibles

C) responsiveness and empathy

D) empathy and credibility

E) tangibles and responsivenessFeedback: She is willing to help customers (responsiveness) and she is caring and provides individualized attention (empathy). Page: 324; LO 3 15 INCORRECT When Moira went to the medical center, she was disappointed when the doctors at the center told her they did not have training necessary to perform the technique she had requested. She had to leave and find another facility to perform the procedure. In which service quality dimension was the medical center lacking? A) intangibles B) empathy C) responsiveness D)

flexibility E) assuranceFeedback: As a service quality dimension, assurance is concerned with having knowledgeable employees. The doctors were not knowledgeable about the requested technique. Page: 324; LO 3 16 INCORRECT The various individual steps in the customer contact audit are collectively called: A) contact points. B) service relationships. C) service

encounters. D) customer resolutions. E) service processing points.Feedback: The customer contact audit is a flowchart of the points of interactions between the consumer and the service provider. Page: 325; LO 4 17 INCORRECT Which of the following is a point in the customer contact audit for the Arizona Grill, serving Southwestern food? Food server discusses wine list. A) Host/hostess seats customer. B)

C) Food is delivered to the table by kitchen

staff. D) Manager stops by the table to ask if the meal is satisfactory. E) All of the above are points in the customer contact audit for the Arizona Grill.Feedback: A customer contact audit is a flow chart of the points of interaction between a customer and a service provider. All of the events represent customer contact. Page: 325; LO 4 18 INCORRECT Which of the following statements about internal marketing is true? A)

Internal marketing begins with an audit of all service encounters. B) Internal marketing is based on the theory that service creativity is more important

than service regimentation. C) According to the 80/20 rule, internal marketing should always pays more attention to the customers that provide it with the greatest proportion of business. D) Internal marketing is based on the concept that a service organization must focus on its employees before successful programs can be directed at its customers. E) Internal marketing focuses on creating long-term relationships with a service's suppliers and distributors.Feedback: This is the text's definition of internal marketing. Page: 327; LO 5 19 INCORRECT Cracker Barrel is a leader in the market of family restaurants located alongside major highways. Its marketing mix includes a down-home atmosphere, a shop through which customers pass on the way to and from the restaurant, a menu of American home cooking, and a friendly staff. Which aspect of the product component of the marketing mix will be particularly helpful to travelers looking for a place to eat lunch? A) capacity management B) pricing strategy

C) brand name and identifying logo D) exclusivity E) all of the aboveFeedback: Because services are intangible, and there are many competing places to eat at major stops along the highway, brand name or identifying logo of the service organization is particularly important in consumer decisions. Page: 327; LO 5 20 INCORRECT Historically in services marketing, little attention has been paid to: product. B) price. C) place (distribution). A)

D) positioning.

E) promotion.Feedback: Little attention has been paid to distribution because of the inseparability characteristic of services. Page: 329; LO 6

Composite Models of Brand Valuation A group of brand value measurement indicators has established itself parallel to the focus on psychographics values. Consultancy firms and academicians have proposed many composite models of brand valuation. The Interbrands brand valuation approach, AC Nielsens brand balance sheet and brand performancer, Gfk brand power model, Semion brand value approach and Sattler brand value approach are a few of the famous composite brand valuation models. Interbrand consulting firms brand value system considers an earnings-based approach. The Interbrand model seeks to estimate the risk and inflation-adjusted benefitsthe current and future earnings or cash flowsflowing from brand ownership. Under this model, the value of a brand is a function of two factors: its earnings and its strength. While the brands earnings are a measure of potential profitability, the brands strength is the measure of its reliability of its future

earnings. The greater the brands strength, greater is the reliability of its future earnings and lesser is the risk. Since it is difficult to attribute all the earnings to the brand per se, adjustments need to be made to the earnings estimates. In this model first of all the unbranded profit i.e., earning that would have accrued on a basic unbranded version of the product is eliminated and the historical profit at present day value is restated and adjusted for taxes. To calculate the actual brand earnings the profit attributable to other intangible associated with the business of the brand is deducted. The model calculates the brand value by multiplying brand earnings with the brand earning with the brand strength multiple. This brand strength multiple is a function of multiple of factors like leadership, stability, market, internationality, trend, support and protection. These factors have been evaluated on a scale of 1 to 100 to calculate the brand multiplier. Some of the IT companies like Infosys, Rolta and Satyam are following a similar practice of valuation for their brands. The seven determinants of the brand value are: Brand leadershipwhich stands for the ability of the brand to influence the market; Brand stabilitythe characteristic that has made the brand the inherent fabric of the market; Marketthe structural attractiveness of the market, its projected growth, et al.; International presence of the brandthe brands attractiveness and appeal in a multiplicity of markets with a view to distinguish between regional, national and international brands; Brand trendthe brands ability to remain contemporary and relevant to the consumers; Marketing supportthe quantity and quality of the investments made to support the brand and Legal protection enjoyed by the brand are the protection received from the legal system, patents, trademarks, etc. Based on these parameters, Interbrand consulting determines the value of brand. Interbrand has given weighting to all these seven parameters like brand leadership has 25% weighting, brand stability enjoys 15%, market 10%, international presence of the brand 25%, brand trend 10%, marketing support 10% and legal protection enjoyed by the brand has 5% weighting. Measurement of the seven variables, based on a detailed audit would determine a brands strength. This provides the discount rate that needs to be applied to the adjusted estimates of the brands earnings for determining its present value. BV = Brand profit x Brand multiplier The Interbrand approach while being valuable, especially in an acquisition and merger context, suffers from an accounting focus. This stems from the desire to ensure that the value arrived at is auditable. Further from a marketers perspective, the Interbrand approach does not explicitly measure consumers perception of the brand, which is critical for marketing decision-making, especially on brand extension. Schulz and Brandmeyer, of AC Nielsen have used scoring model to develop a brand valuation model called The AC Nielsen brand balance sheet. The brand balance sheet relies on six criteria groups containing a total of 19 individual criteria that are deemed good indicators of brand value. The fundamental idea of the brand balance sheet is to relate a correlation between complex market environments, the significance of long-term brand cultivation and successful brand management. AC Nielsen felt that the brand balance sheet is not the absolute model for brand valuation and in search of better brand valuation model, it has developed an advanced model based on Brand Performancer. The Brand Performancer attempts to deliver an integrative consumer and company-oriented brand valuation system. It provides tailor made data to the decision-makers for any specific

information needed. The modular structure makes it possible to supplement gauges of brand value with analyses for the purpose of brand steering, financial brand valuation and tracking of brand leadership. The four modules are brand steering system, brand value system, brand control system, and the central element brand monitor. BV = [Annual sales of respective brands x Net operating margin x Relative brand strength x Perpetual annuity NPV discount factor] One approach, which relies strongly on behavioral and image data in addition to financial values, is Semion brand value approach. He defines four brand values financial value of the company, which is determined by earning before taxes and earning trends, brand strength that is determined by market share, market influence, marketing activities, distribution rate degree of familiarity, identity and potential, brand protection determined by product classification, brand environment and intern protection and brand image determined by consumer association, image position on market among consumer and vis--vis product. BV = financial value x [financial value factor + brand protection factor + brand strength factor + brand image factor] The market-oriented system of brand valuation, which combines a consumer-based perspective with a company-based perspective is proposed by Bekmeier-Feuerhahn model that operates on the assumption that brand value is derived from brand strength and brand earnings, both assessed on the basis of market prices. It is a comprehensive, integrative approach to build brand valuation that takes into account the special requirements of brand appraisal and yields a tangible monetary value. The other well-known composite brand valuation approaches are Sattler brand value approach, Gfk brand power model and brand rating valuation model.
Correct Answer True Select The Blank Question ________ is the main focus of brand advertising. Correct Answer Personality Multiple Choice Single Answer Question It is the satisfaction linked attractiveness of the brand in its relationship with society :Correct Answer Ethical True/False Question Brand stature is a combination of esteem and knowledge. Correct Answer True Multiple Choice Multiple Answer Question Which of the following are poor differentiators of profitability? Correct Answer Price , Product functions , Product features Select The Blank Question The strategy used to reduce fluctuations in demand is to implement_ _______. Correct Answer Reservation system. Multiple Choice Multiple Answer Question Advantages of a Generalist approach are:Correct Answer

Maximises advertising synergy , Customer loyalty , Allows for existence of two separate dealers Who has written the book on Brand Management "Nets Out"? Zeithaml and Bitner Brad Van Auken Sir Michael Perry Lord Puttnan Match The Following Question Correct Answer No brand Extension Murphy brand Disadvantages of Line Extension Brand name losing its specific meaning Innovation Brand up to date and respond to changes in customer tastes and expectations Brand Extension Results from concentration of efforts on a few brands Match The Following Question Correct Answer Element of effective research programme Customer Panels Customer Satisfaction Consumers fulfillment response.. Research objective for service To monitor & track service performance. Criteria for effective research programme Includes qualitative & quantitative research Match The Following Service operation Service personnel & physical facilities. Servuction Model Visible & invisible factors FedEx Corporation All the sides of a triangle well aligned. The inanimate environment All the non living features of service encounter. Multiple Choice Multiple Answer Question Various uses of the company's physical evidence are:Means for differentiation , Packaging , Socialising True/False Question The inanimate environment do not constitutes of all the non living features that are present in the service encounter. Correct Answer False Multiple Choice Single Answer Question Which of the following concepts questions how time will affect the unique and permanent quality of the sender or the brand? Correct Answer Brand identity Multiple Choice Single Answer Question What does 'H' in CHAOS mean? Correct Answer Havoc Match The Following An attention paid to customer by waiter Satisfied hotel customer. CIT Methodology Collecting critical incidents data. SAS Customer driven airline. Good customer encounter Increase in brand loyalty.

Question The interest of employee's in doing service related work which is reflected in their attitude towards serving customers is known as :Correct Answer Service inclination QuestionWhat is defined as the sum of all the perceived benefits minus the sum of all the perceived service outlays? Correct AnswerNet value True/False QuestionThe greater the number of different services a customer purchases from a single supplier, the closer the relationship. Correct Answer True Your Answer True Multiple Choice Multiple Answer QuestionPeople are emotionally connected to a brand for following reasons:Correct AnswerAdmirable brand , Intense brand , Unique brand Your AnswerAdmirable brand , Intense brand , Unique brand Select The Blank QuestionIn case of services whose technical quality can not correctly evaluated_ _______ used as signal of quality. Correct Answer Courtes