Services Marketing Brand Management

http://ipublishing.co.in/ajmrvol1no1/EIJMRS1004.pdf http:// .scribd.com/doc/141!04"#/S$rvic$%Mar&$ting

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he correct answer for each question is indicated by a
1 CORRECT

Top of Form

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The décor of the Hard Rock Café is designed to show that this café will provide a memorable experience when patrons walk into the restaurant even before they sample any of the café s amenities. !y providing evidence of the type of service that will be had prior to consumption" the Hard Rock Café is exhibiting ########## properties. credence A) tangibility B) search C)

experience D) evidence E) Feedback: Tangible goods have search properties. The g itars donated b! "a#o s # sicians are eno gh to dra$ so#e people into the service. %age: &'&( )O &
' CORRECT

$ramed 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: Diplo#as provide tangible proo" that the ph!sicians have the training to per"or# the services the! o""er. %age: &1*+&1,( )O 1
& CORRECT

%arah has a backache due to overexertion. %he believes a massage would loosen her back muscles and make her feel better. %he is concerned because a massage" unlike a pair of shoes" cannot be felt before she buys it. &hen 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: -ervices cannot be seen. to ch. heard. or "elt be"ore p rchase. b t evidence o" ho$ good the! are can be sed as tangible e/a#ples to lessen c sto#ers0 concerns. %age: &1*+&1,( )O 1
1 CORRECT

(nseparability 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 utili)ed. C)

consumers cannot separate the service from the deliverer of the service. D) all of the above. E) Feedback: A third di""erence bet$een services and prod cts related to proble#s o" consistenc! is inseparabilit!. 2n #ost cases. the cons #er cannot and does not separate the service "ro# the deliverer o" the service or the setting in $hich the service occ rs. Also. in so#e cases. the c sto#er act all! participates in the deliver! o" the service. %age: &1,+&13( )O 1
4 CORRECT

&estern *irlines operates five flights daily between Chicago and +hoenix during the winter. ,ne flight leaves +hoenix at -.'-/ *0. The plane" a !oeing 121" has a capacity of -./ passengers. 3uring the past month" the flight has averaged only .4 passengers" a load factor of ./ percent. * load factor of 5/ percent 67/ passengers8 is needed for the flight to break9even. &hat unique aspect of services does this situation describe: incongruity A) intangibility B) inconsistency C)

inseparability D) service inventory E) Feedback: This is an inventor! or capacit! iss e. 5estern Airlines can either

develop a #arketing progra# to attract ne$ de#and 6e.g. o""+peak pricing). change the "light ti#e. i" possible. or eli#inate the "light to red ce e/cess capacit! on that ro te. %age: &13( )O 1
7 CORRECT

* nutritional counselor has a morning in which she has no scheduled appointments but during which she plans on being available in her office. &hich 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 equipment9based service D) the incongruous relationship between service provider and service receiver E) Feedback: 2dle prod ction capacit! is a sit ation $here a service provider is available b t there is no de#and. %age: &13( )O 1
* CORRECT

&hich of the following is the best example of a people9based service: movie theaters A) airlines B) appliance repair C)

vending machines D)

taxis E) Feedback: An appliance repair service depends #ore on the abilit! o" the service provider0s e#plo!ees than e8 ip#ent. 9o #a! $ant to re"er to Fig re 1'+1. %age: &':+&''( )O '
, CORRECT

&hich of the following is the best example of an equipment9based service: midwife A) speech therapist B) security service C)

nutritionist D) wedding consultant E) Feedback: A sec rit! service $o ld se the tools o" the trade s ch as s rveillance tools and vehicles in $hich to transport these tools. %age: &':+&''( )O '
3 CORRECT

&hich of the following organi)ations is a service provider: the local fire department A) a utility company B) a dentist C) the %alvation *rmy D)

all of the above E) Feedback: All o" the alternatives are service providers. -ee page &':+&'' to learn abo t nonpro"it and govern#ental service providers( )O '
1: CORRECT

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

experience; search D) consistent; search E) Feedback: Cons #ers can activel! search "or and #ake co#parisons o" tangible prod cts be"ore #aking a p rchase decision. -peci"ic "eat res s ch as si;e. color. st!le. can be acc ratel! deter#ined in the sho$ roo# or on the retail "loor. -ervices have $hat #arketers call e/perience properties. That is. services are di""ic lt to eval ate or co#pare ntil a"ter the p rchase decision. %age: &'&( )O &
11 2<CORRECT

&hich 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: E/perience properties can onl! be discerned a"ter p rchase or d ring cons #ption. %age: &'&( )O &
1' 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 cons #er tries a service. it is eval ated b! co#paring e/pectations to the act al e/perience a cons #er has $ith the service. %age: &'1( )O &
1& CORRECT

Hailey was planning on giving her mother a weekend trip to a local spa. &hen Hailey went to look at the facility she had selected" she saw dirty towels laying on equipment and half9eaten food on a counter. &hich 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 re"er to the appearance o" the ph!sical "acilities. e8 ip#ent. and personnel. %age: &'1( )O &
11 CORRECT

&hen the women asked" <*re 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: Reliabilit! is the abilit! to per"or# the pro#ised service dependabl! and acc ratel!. To see de"initions o" the "ive service 8 alit! di#ensions. see Fig re 1'+7. %age: &'1( )O &

14 CORRECT

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

empathy D) sympathy E) Feedback: E#path! is one o" "ive di#ensions $hich also incl de reliabilit!. tangibles. responsiveness. and ass rance. The "ive di#ensions o" service 8 alit! are de"ined in Fig re 1'+7. %age: &'1( )O &
17 2<CORRECT

=ap 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: =ap anal!sis asks cons #ers to assess their e/pectations and e/periences on di#ensions o" service 8 alit! s ch as reliabilit!. tangibles. responsiveness. ass rance. and e#path!. %age: &'1( )O &
1* 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 people9based and equipment9based services with D)levels of tangibilities. is a continuum that starts with no contact like an *T0 and goes to complete contact like with a physician.

E)

Feedback: The c sto#er contact a dit is a "lo$chart o" the points o" interaction bet$een a cons #er and a service provider. %age: &'7( )O 1
1, 2<CORRECT

>dinberry 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. (n order to maintain the restaurant s reputation for putting the needs of the customer first" the marketing manager at >dinberry 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 market9 orientation. internal marketing A) employee development B) service marketing C)

product development D) marketing development E) Feedback: The concept o" internal #arketing s ggests that be"ore a "ir# can s ccess" ll! adopt a #arketing orientation in the #arketing e""orts it directs to$ards its c sto#ers. the "ir# # st engage in #arketing directed at its e#plo!ees. 2t is arg ed that e#plo!ees $ill be in"l enced to develop a #arket orientation i" #arketing+like activities are directed at the#. %age: &'*( )O 1
13 2<CORRECT

(n services" pricing plays two ma?or 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 ob?ective. C)

determine competitors reactions proactively. D) eliminate service gaps. E) Feedback: >an! services charge di""erent prices d ring di""erent ti#es o" the da! or da!s o" the $eek to re"lect variations in de#and. %age: &',( )O 7
': 2<CORRECT

%etting different prices during different times of the day or days of the week to reflect variations in demand for the service is called' off9peak pricing. A) idle production capacity pricing.

B) customer contact audit pricing. C)

differential value pricing. D) capacity inventory pricing. E)
Bottom of Form

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Co#posite >odels o" Brand ?al ation * 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 (nterbrand@s brand valuation approach" *C Aielsen@s brand balance sheet and brand performancer" =fk brand power model" %emion brand value approach and %attler brand value approach are a few of the famous composite brand valuation models. (nterbrand consulting firm@s brand value system considers an earnings9based approach. The (nterbrand model seeks to estimate the risk and inflation9ad?usted benefitsBthe current and future earnings or cash flowsBflowing from brand ownership. Cnder this model" the value of a brand is a function of two factors' its earnings and its strength. &hile the brand@s earnings are a measure of potential profitability" the brand@s strength is the measure of its reliability of its future

earnings. The greater the brand@s strength" greater is the reliability of its future earnings and lesser is the risk. %ince it is difficult to attribute all the earnings to the brand per se" ad?ustments need to be made to the earnings estimates. (n 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 ad?usted 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 - to -// to calculate the brand multiplier. %ome of the (T companies like (nfosys" Rolta and %atyam are following a similar practice of valuation for their brands. The seven determinants of the brand value are' D !rand leadershipBwhich stands for the ability of the brand to influence the market; D !rand stabilityBthe characteristic that has made the brand the inherent EfabricF of the market; D 0arketBthe structural attractiveness of the market" its pro?ected growth" et al.; D (nternational presence of the brandBthe brand@s attractiveness and appeal in a multiplicity of markets with a view to distinguish between regional" national and international brands; D !rand trendBthe brand@s ability to remain contemporary and relevant to the consumers; D 0arketing supportBthe quantity and quality of the investments made to support the brand and D Gegal protection en?oyed by the brand are the protection received from the legal system" patents" trademarks" etc. !ased on these parameters" (nterbrand consulting determines the value of brand. (nterbrand has given weighting to all these seven parameters like brand leadership has .5H weighting" brand stability en?oys -5H" market -/H" international presence of the brand .5H" brand trend -/H" marketing support -/H and legal protection en?oyed by the brand has 5H weighting. 0easurement of the seven variables" based on a detailed audit would determine a brand@s strength. This provides the discount rate that needs to be applied to the ad?usted estimates of the brand@s earnings for determining its present value. !I J !rand profit x !rand multiplier The (nterbrand 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. $urther from a marketer@s perspective" the (nterbrand approach does not explicitly measure consumers@ perception of the brand" which is critical for marketing decision9making" especially on brand extension. %chul) and !randmeyer" of *C Aielsen have used scoring model to develop a brand valuation model called EThe *C Aielsen brand balance sheetF. The brand balance sheet relies on six criteria groups containing a total of -K 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 long9term brand cultivation and successful brand management. *C Aielsen 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 !rand +erformancer. The !rand +erformancer attempts to deliver an integrative consumer and company9oriented brand valuation system. (t provides tailor made data to the decision9makers 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 L brand monitor. !I J M*nnual sales of respective brands x Aet operating margin x Relative brand strength x +erpetual annuity A+I discount factorN ,ne approach" which relies strongly on behavioral and image data in addition to financial values" is O%emion brand value approach@. He defines four brand values L 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 vis9P9vis product. !I J financial value x Mfinancial value factor Q brand protection factor Q brand strength factor Q brand image factorN The market9oriented system of brand valuation" which combines a consumer9based perspective with a company9based perspective is proposed by !ekmeier9$euerhahn 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. (t 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 well9known composite brand valuation approaches are %attler brand value approach" =fk brand power model and brand rating valuation model.
Correct Answer True Select The Blank Question ________ is the main focus of brand advertising. Correct Answer ersonalit! "ultiple Choice Single Answer Question #t is the satisfaction linked attractiveness of the brand in its relationship with societ! $% Correct Answer &thical True'False Question Brand stature is a combination of esteem and knowledge. Correct Answer True "ultiple Choice "ultiple Answer Question (hich of the following are poor differentiators of profitabilit!) Correct Answer rice * roduct functions * roduct features Select The Blank Question The strateg! used to reduce fluctuations in demand is to implement_ _______. Correct Answer +eservation s!stem. "ultiple Choice "ultiple Answer Question Advantages of a ,eneralist approach are$% Correct Answer

"a-imises advertising s!nerg! * Customer lo!alt! * Allows for e-istence of two separate dealers (ho has written the book on Brand "anagement ./ets 0ut.) 1eithaml and Bitner Brad 2an Auken Sir "ichael err! 3ord uttnan "atch The Following Question Correct Answer /o brand &-tension "urph! brand 4isadvantages of 3ine &-tension Brand name losing its specific meaning #nnovation Brand up to date and respond to changes in customer tastes and e-pectations Brand &-tension +esults from concentration of efforts on a few brands "atch The Following Question Correct Answer &lement of effective research programme Customer anels Customer Satisfaction Consumers fulfillment response.. +esearch ob5ective for service To monitor 6 track service performance. Criteria for effective research programme #ncludes 7ualitative 6 7uantitative research "atch The Following Service operation Service personnel 6 ph!sical facilities. Servuction "odel 2isible 6 invisible factors Fed&- Corporation All the sides of a triangle well aligned. The inanimate environment All the non living features of service encounter. "ultiple Choice "ultiple Answer Question 2arious uses of the compan!8s ph!sical evidence are$% "eans for differentiation * ackaging * 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 "ultiple Choice Single Answer Question (hich of the following concepts 7uestions how time will affect the uni7ue and permanent 7ualit! of the sender or the brand) Correct Answer Brand identit! "ultiple Choice Single Answer Question (hat does 898 in C9A0S mean) Correct Answer 9avoc "atch The Following An attention paid to customer b! waiter Satisfied hotel customer. C#T "ethodolog! Collecting critical incidents data. SAS Customer driven airline. ,ood customer encounter #ncrease in brand lo!alt!.

Question The interest of emplo!ee8s in doing service related work which is reflected in their attitude towards serving customers is known as $% Correct Answer Service inclination Question(hat is defined as the sum of all the perceived benefits minus the sum of all the perceived service outla!s) Correct Answer/et value True'False QuestionThe greater the number of different services a customer purchases from a single supplier* the closer the relationship. Correct Answer True :our Answer True "ultiple Choice "ultiple Answer Question eople are emotionall! connected to a brand for following reasons$% Correct AnswerAdmirable brand * #ntense brand * ;ni7ue brand :our AnswerAdmirable brand * #ntense brand * ;ni7ue brand Select The Blank Question#n case of services whose technical 7ualit! can not correctl! evaluated_ _______ used as signal of 7ualit!. Correct Answer Courtes