The suggested communication strategy to use when the product is intangible dominant is to

Make sure the product is in the evoked set of

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

The zone of tolerance is defined by the difference between

Expected service and desired service.

Predicted service and desired service

Desired service and adequate service.

Predicted service and perceived service

Which of the following communication objectives becomes the most important during the post-consumption evaluation stage

Managing customer expectations.

Reducing consumer perceived risk

The service industry has several emerging trends that organisations need to be aware of. Which of these should organisations keep a lookout for?

New competitors entering the marketplace

Heightened customer expectations

Which of the following is not a communication objective during the maturity and decline stages of the product life cycle?

Prepare the way for personal selling efforts

Provide ongoing contact with customers

Prepare the way for personal selling efforts

Express gratitude to the existing customer base.

A buyers perception of value is considered a trade-off between

Total customer value and total customer cost.

Service value and monetary cost.

Which of the following statements about the pricing of services (compared to the pricing of goods) is false?

The demand for services tends to be more elastic than the demand for goods

Cost-oriented pricing is more difficult for services

Comparing prices of competitors is more difficult for service consumers.

Self-service is a viable competitive alternative.

The advantage that the E-marketing communications carries are

Reaching a widely dispersed audience.

The perceived consequences of a consumer s purchase decision are

Social, ethical and performance.

Financial, social and performance

Social, ethical and performance.

Performance, social and ethical.

Ethical, social and psychological

The primary objective of a firms communication mix during the pre-consumption choice stage is to

Minimize the perceived risk associated with the purchase

Persuasively convince customers why the firms brand is superior to the competitors

which of the following is not an advantage of requiring employees to wear uniforms?

Implies a coherent group structure

Identifies the firm s personnel

Provides price expectations to customers.

Implies a coherent group structure

Provides a physical symbol that embodies the group s ideas and attributes

Word-of-Mouth communication networks are particularly important for service firms because

Service firms only offer one brand of service.

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

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

Which of the following is not a benefit of customer satisfaction?

Positive word-of-mouth is generated from satisfied customers

The firm is more insulated from price competition.

The firm provides a positive work environment for its employees

Positive word-of-mouth is generated from satisfied customers

Satisfied customers make purchases more frequently

Customer competencies can be described as

The ability to interact effectively with other

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

95 + Mcqs in Service Marketing in Bachelor of Business Administration (BBA) Page 2 McqOptions

51.	is about the normal work of creation, pricing,
A.	External marketing
B.	Internal marketing
C.	Interactive marketing
D.	All of the above
Answer» B. Internal marketing

Discussion

52.	During a service recovery effort, the employee was very empathetic to the customer s plight and agreed to replace the defective product. However, it took three months for the replacement product to show up
A.	Social
B.	Procedural
C.	Interactional
D.	Distributive
Answer» C. Interactional

Discussion

53.	Service failures involving problematic customer include .
A.	Un cooperative customers
B.	Breaking company policies
C.	Verbal and physical abuse
D.	All of the above
Answer» E.

Discussion

54.	The moments of interaction between the customer and the service firm are called:
A.	Service encounter
B.	Core service
C.	Service recovery
D.	Gap model
Answer» B. Core service

Discussion

55.	Among many services, the demand for medical services tends to be __________.
A.	Inelastic.
B.	Elastic.
C.	Substitute demand
D.	Price cross elastic demand
Answer» B. Elastic.

Discussion

56.	Differentiation approaches such as competence, courtesy, reliability, and responsiveness are forms of
A.	Product differentiation
B.	Personnel differentiation
C.	Image differentiation
D.	Service differentiation.
Answer» C. Image differentiation

Discussion

57.	Minimizing the amount of role conflict and role ambiguity experienced by employees will help reduce the size of this gap is known as ____________.
A.	Knowledge gap.
B.	Standards gap
C.	Delivery gap.
D.	Communications gap
Answer» D. Communications gap

Discussion

58.	The suggested communication strategy to use when the product is intangible dominant is to
A.	Create an intangible image for the product.
B.	Create awareness for the product
C.	Surround the product with tangible evidence.
D.	Make sure the product is in the evoked set of
Answer» D. Make sure the product is in the evoked set of

Discussion

59.	The zone of tolerance is defined by the difference between
A.	Expected service and desired service.
B.	Predicted service and desired service
C.	Desired service and adequate service.
D.	Predicted service and perceived service
Answer» E.

Discussion

60.	Service is delivered within the marketing environment. The macro environment can be analyzed using which of the following tools?
A.	SWOT
B.	PEST
C.	TOWS
D.	None of these
Answer» C. TOWS

Discussion

61.	Costs that are planned and are accrued during the operating period regardless of the level of production and sales are called
A.	Direct variable costs
B.	Fixed costs.
C.	Average costs
D.	Marginal costs.
Answer» C. Average costs

Discussion

62.	The primary role of a service firm for the customer in the communication mix is to
A.	Confuse customers.
B.	Inform and remind customers
C.	Oppose the competitor s claim
D.	Persuade the dealers.
Answer» C. Oppose the competitor s claim

Discussion

63.	Which of the following communication objectives becomes the most important during the post-consumption evaluation stage
A.	Informing customers
B.	Managing customer expectations.
C.	Reducing consumer perceived risk
D.	Persuading customers
Answer» D. Persuading customers

Discussion

64.	Total customer value consists of all of the following components except
A.	Product value.
B.	Service value.
C.	Image value
D.	Personnel value.
Answer» E.

Discussion

65.	The service industry has several emerging trends that organisations need to be aware of. Which of these should organisations keep a lookout for?
A.	New competitors entering the marketplace
B.	Advances in the internet
C.	Heightened customer expectations
D.	Advances in e-commerce.
Answer» B. Advances in the internet

Discussion

66.	Which of the following is not a communication objective during the maturity and decline stages of the product life cycle?
A.	Encourage repeat purchases
B.	Provide ongoing contact with customers
C.	Prepare the way for personal selling efforts
D.	Express gratitude to the existing customer base.
Answer» C. Prepare the way for personal selling efforts

Discussion

67.	Total customer cost consists of all of the following components except
A.	Monetary cost
B.	Social cost.
C.	Time cost.
D.	Energy cost.
Answer» C. Time cost.

Discussion

68.	A buyers perception of value is considered a trade-off between
A.	Product value and psychic cost
B.	Total customer value and total customer cost.
C.	Image value and energy cost
D.	Service value and monetary cost.
Answer» E.

Discussion

69.	The appropriate communication content during the introduction stage of the product life cycle would be
A.	Informational.
B.	Informational and persuasive
C.	Persuasive.
D.	Persuasive and reminder.
Answer» C. Persuasive.

Discussion

70.	Which one of the following communication approaches would be appropriate during the growth and maturity stages of the product life cycle?
A.	Informational.
B.	Informational and persuasive
C.	Persuasive.
D.	Persuasive and reminder
Answer» E.

Discussion

71.	Which of the following statements about the pricing of services (compared to the pricing of goods) is false?
A.	The demand for services tends to be more elastic than the demand for goods
B.	Cost-oriented pricing is more difficult for services
C.	Comparing prices of competitors is more difficult for service consumers.
D.	Self-service is a viable competitive alternative.
Answer» E.

Discussion

72.	The advantage that the E-marketing communications carries are
A.	Reaching a widely dispersed audience.
B.	Being cost-effective.
C.	Being personalized.
D.	More customer satisfaction.
Answer» B. Being cost-effective.

Discussion

73.	Which of the following is not a component of service firms physical evidence?
A.	Parking.
B.	Employee appearance
C.	Billing statements.
D.	In-house process equipment
Answer» E.

Discussion

74.	__________ is an overall favourable impression or unfavourable impression based on the early stages of the service encounter.
A.	Cognitive dissonance.
B.	Environmental stimulus
C.	Visual pathway.
D.	Halo effect.
Answer» E.

Discussion

75.	The perceived consequences of a consumer s purchase decision are
A.	Financial, social and performance
B.	Social, ethical and performance.
C.	Performance, social and ethical.
D.	Ethical, social and psychological
Answer» B. Social, ethical and performance.

Discussion

76.	The primary objective of a firms communication mix during the pre-consumption choice stage is to
A.	sell the product
B.	Minimize the perceived risk associated with the purchase
C.	Encourage repeat purchases
D.	Persuasively convince customers why the firms brand is superior to the competitors
Answer» E.

Discussion

77.	which of the following is not an advantage of requiring employees to wear uniforms?
A.	Identifies the firm s personnel
B.	Provides price expectations to customers.
C.	Implies a coherent group structure
D.	Provides a physical symbol that embodies the group s ideas and attributes
Answer» C. Implies a coherent group structure

Discussion

78.	Word-of-Mouth communication networks are particularly important for service firms because
A.	Service customers tend to rely more on personal than the non-personal source of information
B.	Service firms only offer one brand of service.
C.	Service firms can seldom afford to pay for promotional efforts.
D.	Service customers tend to rely more on non-personal than personal sources of information
Answer» B. Service firms only offer one brand of service.

Discussion

79.	One of the advantages of requiring employees to wear uniforms is that it reduces the customers perception of_______.
A.	Intangibility.
B.	Inseparability.
C.	Heterogeneity.
D.	Socialization.
Answer» D. Socialization.

Discussion

80.	Service firms often find themselves in a three-cornered fight between
A.	Engineering, production, and accounting
B.	Marketing, finance, and human resources
C.	Operations, accounting, and marketing
D.	Human resources, marketing and operations
Answer» E.

Discussion

81.	Which pricing strategies encourage the customer to expand his/her dealings with the service provider?
A.	Relationship pricing
B.	Price bundling.
C.	Benefit-driven pricing.
D.	Efficiency pricing.
Answer» B. Price bundling.

Discussion

82.	Direct labour cost and sales commissions cost incurred in services are called as ..
A.	Fixed costs.
B.	Variable costs.
C.	Average costs.
D.	Marginal costs.
Answer» C. Average costs.

Discussion

83.	Which of the following is not a benefit of customer satisfaction?
A.	The firm is more insulated from price competition.
B.	The firm provides a positive work environment for its employees
C.	Positive word-of-mouth is generated from satisfied customers
D.	Satisfied customers make purchases more frequently
Answer» C. Positive word-of-mouth is generated from satisfied customers

Discussion

84.	The organization must effectively plan to ______ fear, uncertainty and doubts that might occur in the minds of customers during the course of acquisition.
A.	Minimize
B.	Maximize
C.	Study
D.	Balance
Answer» B. Maximize

Discussion

85.	SERVQUALdimension that measures consumer views that reflect the security of the firm s operation is the dimension
A.	Tangibles
B.	Employee satisfaction
C.	Responsiveness
D.	Assurance
Answer» E.

Discussion

86.	Customer competencies can be described as
A.	Consumer expectations pertaining to the service delivery process and the final outcome
B.	Customer perceptions regarding the quality of the outcome
C.	Customer abilities that enable them to properly evaluate the servicescape.
D.	The ability to interact effectively with other
Answer» D. The ability to interact effectively with other

Discussion

87.	The technique that allows consumers to either buy Service A and Service B together on purchase one service separately is called
A.	Long-term bundling
B.	Mixed bundling
C.	Price bundling.
D.	Product bundling
Answer» D. Product bundling

Discussion

88.	If a firm is practicing the firm is training and effectively motivating its customer-contract employees and all of the supporting service people to work as a team to provide customer satisfaction
A.	Double-up marketing
B.	Internal marketing
C.	Interactive marketing
D.	Service marketing
Answer» C. Interactive marketing

Discussion

89.	During a service recovery effort, the employee promptly refunded the customers money but threw the money at the customer. As a result, the recovery effort violated the customers ___________ justice need
A.	Interactional
B.	Ethical.
C.	Social.
D.	Procedural
Answer» D. Procedural

Discussion

90.	.. is the tool for simultaneously depicting the service process, the point of customer contract and the evidence of the service from the customer point of view
A.	Front of planning
B.	Service blue printing
C.	Service standardization
D.	None of these
Answer» C. Service standardization

Discussion

91.	The plan for differentiating the firm from its competitors in consumers eyes is referred to as the firms
A.	Communication mix
B.	Positioning strategy.
C.	Publicity.
D.	Target marketing
Answer» C. Publicity.

Discussion

92.	__________ is a firm view toward planning its operations according to market needs
A.	Marketing orientation
B.	Marketing functions.
C.	Marketing department.
D.	Marketing forecast.
Answer» B. Marketing functions.

Discussion

93.	__________ is the study of the use of physical evidence to create service environments and their influence on the perceptions and behaviours of individuals
A.	Ergonomics
B.	Environmental psychology.
C.	Physics
D.	Physical sociology
Answer» C. Physics

Discussion

94.	The __________ dimension is an assessment of the firm s consistency and dependability in service performance
A.	Empathy.
B.	Responsiveness.
C.	Assurance
D.	Reliability.
Answer» E.

Discussion

95.	In the simplest terms, _____ are deeds, processes and performances.
A.	Attributes
B.	Experiences
C.	Services
D.	Benefits
Answer» C. Services

Discussion

Explore topic-wise MCQs in Bachelor of Business Administration (BBA).

is about the normal work of creation, pricing,

During a service recovery effort, the employee was very empathetic to the customer s plight and agreed to replace the defective product. However, it took three months for the replacement product to show up

Service failures involving problematic customer include .

The moments of interaction between the customer and the service firm are called:

Among many services, the demand for medical services tends to be __________.

Differentiation approaches such as competence, courtesy, reliability, and responsiveness are forms of

Minimizing the amount of role conflict and role ambiguity experienced by employees will help reduce the size of this gap is known as ____________.

The suggested communication strategy to use when the product is intangible dominant is to

The zone of tolerance is defined by the difference between

Service is delivered within the marketing environment. The macro environment can be analyzed using which of the following tools?

Costs that are planned and are accrued during the operating period regardless of the level of production and sales are called

The primary role of a service firm for the customer in the communication mix is to

Which of the following communication objectives becomes the most important during the post-consumption evaluation stage

Total customer value consists of all of the following components except

The service industry has several emerging trends that organisations need to be aware of. Which of these should organisations keep a lookout for?

Which of the following is not a communication objective during the maturity and decline stages of the product life cycle?

Total customer cost consists of all of the following components except

A buyers perception of value is considered a trade-off between

The appropriate communication content during the introduction stage of the product life cycle would be

Which one of the following communication approaches would be appropriate during the growth and maturity stages of the product life cycle?

Which of the following statements about the pricing of services (compared to the pricing of goods) is false?

The advantage that the E-marketing communications carries are

Which of the following is not a component of service firms physical evidence?

__________ is an overall favourable impression or unfavourable impression based on the early stages of the service encounter.

The perceived consequences of a consumer s purchase decision are

The primary objective of a firms communication mix during the pre-consumption choice stage is to

which of the following is not an advantage of requiring employees to wear uniforms?

Word-of-Mouth communication networks are particularly important for service firms because

One of the advantages of requiring employees to wear uniforms is that it reduces the customers perception of_______.

Service firms often find themselves in a three-cornered fight between

Which pricing strategies encourage the customer to expand his/her dealings with the service provider?

Direct labour cost and sales commissions cost incurred in services are called as ..

Which of the following is not a benefit of customer satisfaction?

The organization must effectively plan to ______ fear, uncertainty and doubts that might occur in the minds of customers during the course of acquisition.

SERVQUALdimension that measures consumer views that reflect the security of the firm s operation is the dimension

Customer competencies can be described as

The technique that allows consumers to either buy Service A and Service B together on purchase one service separately is called

If a firm is practicing the firm is training and effectively motivating its customer-contract employees and all of the supporting service people to work as a team to provide customer satisfaction

During a service recovery effort, the employee promptly refunded the customers money but threw the money at the customer. As a result, the recovery effort violated the customers ___________ justice need

.. is the tool for simultaneously depicting the service process, the point of customer contract and the evidence of the service from the customer point of view

The plan for differentiating the firm from its competitors in consumers eyes is referred to as the firms

__________ is a firm view toward planning its operations according to market needs

__________ is the study of the use of physical evidence to create service environments and their influence on the perceptions and behaviours of individuals

The __________ dimension is an assessment of the firm s consistency and dependability in service performance

In the simplest terms, _____ are deeds, processes and performances.