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Certificate in Services Marketing

Intake I 2019 - August 04th, 2019 – Examination

Candidate’s Registration Number (As per in the examination admission form / Student

ID) 0 0 0 0 0

For Examiner’s use only

Examiner’s Comments

Second Examiner’s Comments

Part One 1st Marker 2nd Marker Final Marks

Question 01

Part Two

Question No.

Question 02

Question 03

Question 04

Question 05

Question 06

Question 07

Question 08

Question 09

Question 10

Question 11

Part Three

Question No.

Question 12

Question 13

Question 14

Question 15

Total

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Instructions to Candidates

Time: 0900 hrs – 1200 hrs Duration: Three (03) hours

There are three parts in this question paper. Part One

This part has 40 multiple choice questions. It is a compulsory section. Candidates are expected to select the most suitable answer and tick the selected answer in the given box in the question paper itself.

Part Two

Candidates are expected to answer the questions in the space provided in the question paper. All answers are compulsory.

Part Three

Candidates are expected to answer only two questions out of four.

Answers should be written in the additional supplementary answer sheets provided and they should be attached to the question paper itself.

Other Instructions

State your Registration Number on the front cover of the answer book and on each and every additional paper attached to it. Your name must not appear anywhere in the answer book or answer scripts.

Always start answering a question on a new page.

You are reminded that answers should not be written in pencil or red pen except in drawing diagrams.

Answer the questions using:

Effective arrangement and presentation Clarity of expression Logical and precise arguments

a) Illegible hand writing will be penalised.

Copyright reserved ©

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PART ONE

Read the question and select the most appropriate answer Tick your choice in the given space

Question 01

Question 1.1

“The term service can be defined as an act or performance (or experience) which is

essentially intangible and does not result in the ownership of anything”.

a) Relationship with anyone

b) Ownership of anything

c) Partnership with anyone

d) Hardship to anyone

Question 1.2

A hospital can be categorized as a _______________ service.

a) Possession processing

b) Information processing

c) People processing

d) Mental stimulus processing

Question 1.3

“It is the _______________ elements that dominate the creation of value in service

performances”.

a) Intangible

b) Tangible

c) Mental

d) Social

Question 1.4

In services, customers may be involved in _______________.

a) Delivery

b) Manufacturing

c) Transforming

d) Co-production

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Question 1.5

Which of the following does not belong to physical evidence?

a) Exterior and interior

b) Atmosphere

c) Uniforms

d) Service staff

Question 1.6

Which of the following is not a stage of the three-stage model of service consumption?

a) Service encounter stage

b) Pre-purchase stage

c) Post-encounter stage

d) Co-creation stage

Question 1.7

Which of the following activity belongs to post-encounter stage of the three-stage model of

service consumption?

a) Information search

b) Evaluation of alternatives

c) Evaluation of service performance

d) Awareness of need

Question 1.8

Which of the following is a low-contact service?

a) Airline

b) Online brokering firm

c) Five – star hotel

d) Management consulting firm

Question 1.9

Having dinner at a popular restaurant in town is high in _______________ attributes.

a) Search

b) Credence

c) Experience

d) Image

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Question 1.10

Which of the following business follows a service focused strategy?

a) Hospital

b) Eye hospital

c) A hospital for childbirth

d) Women’s hospital

Question 1.11

A _______________ is composed of a group of buyers who share common characteristics,

needs, purchasing behaviour or consumption patterns.

a) Market

b) Mass market

c) Market segment

d) Business market

Question 1.12

A _______________ is the way the product is perceived and compared by customers on

important attributes - the place the product occupies in consumers’ minds relative to

competing products.

a) Product’s image

b) Service product’s position

c) Service product’s marketing

d) Service product’s personality

Question 1.13

Which of the following is not an analysis required developing an effective positioning

strategy for a service?

a) Market analysis

b) Supplier analysis

c) Internal corporate analysis

d) Competitor analysis

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Question 1.14

Which of the following is not an attribute that can be used to position a retail bank?

a) Availability

b) Service

c) Rates

d) Luxury/ comfort

Question 1.15

Which service does not require customers to visit the service outlet to receive the service?

a) Theatre

b) Barbershop

c) House painting

d) Hospital

Question 1.16

For complex and high-perceived risk services, people tend to rely on _______________

channels.

a) Self-service

b) Personal

c) Electronic

d) Non-personal

Question 1.17

Which one of the following is not a main aspect of service delivery?

a) Place

b) Time

c) Manner

d) Price

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Question 1.18

Which one of the following is not a factor that has an impact on the service delivery

method?

a) Nature of service

b) Firm’s positioning strategy

c) Market segmentation

d) Cost

Question 1.19

Which one of the following is considered when selecting a service location?

a) Visibility and accessibility

b) Store design

c) Architecture

d) Atmosphere

Question 1.20

Which one of the following is not a limitation of electronic channels?

a) Cover wider geographical area

b) Low control of electronic environment

c) Security

d) Lack of customisation

Question 1.21

Which one of the following is not a communication mix tool?

a) Personal selling

b) Co-branding

c) Direct marketing

d) Sales promotion

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Question 1.22

Which one of the following statement is false regarding marketing communication?

a) Prospects, users, and employees represent broad target audiences for any

service communication strategy

b) Communication objectives answer the question of what we need to

communicate and achieve

c) Samples, coupons, and discounts are forms of advertising

d) Mailings, email, and text messaging are direct marketing techniques

Question 1.23

What is the marketing communications element which originates outside the organization?

a) Personal selling

b) Brochures

c) Word of Mouth

d) Sampling

Question 1.24

Which of the following is not an objective of advertising?

a) Create awareness

b) Support positioning

c) Facilitate engagement

d) Remind customers

Question 1.25

Employees working in _______________ jobs span the boundary between inside and

outside the organization.

a) Backstage

b) Frontline

c) Audit

d) Managerial

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Question 1.26

Frontline is a core part of the _______________.

a) Physical product

b) Service product

c) Organization

d) Business

Question 1.27

Select the factor which influences role stress among frontline employees:

a) Clearly defined job description

b) Educated customers

c) Supervision

d) Heavy work loads

Question 1.28

Which one of the following is not a cause of role stress in frontline positions?

a) Organization/ client

b) Inter-organization

c) Person/ role

d) Inter-client

Question 1.29

_______________ refers to physical surroundings of a service organization.

a) Servicescape

b) Service blueprint

c) Service process

d) Service background

Question 1.30

Which one of the following is not a way to manage constrained capacity?

a) Forecasting demand

b) Stretch existing capacity

c) Vary capacity to match demand

d) Level capacity

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Question 1.31

Which one of the following is not a design element of a retail store environment?

a) Colour of building

b) Scents

c) Point-of-purchase displays

d) TV commercials

Question 1.32

Which one of the following is an approach to manage demand?

a) Outsource some functions

b) Taking no action and leaving demand to find its own levels

c) Demand forecast

d) Reduce demand

Question 1.33

Which one of the following is not a purpose of complaining?

a) Obtain compensation

b) Appreciate frontline employees

c) Vent their anger

d) Help to improve the serve

Question 1.34

What would be a benefit of managing customer complaints?

a) Increase customer satisfaction

b) Increase reputation of the company

c) Increase employee motivation

d) All of the above

Question 1.35

What is the strategy to develop loyalty bonds with customers?

a) Deepening the relationship

b) Financial and nonfinancial rewards

c) Building high level bonds

d) Above all

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Question 1.36

Which one of the following is not a dimension of service quality (SERVQUAL)?

a) Assurance

b) Empathy

c) Reliability

d) Integrity

Question 1.37

Which of the following is not an act to reduce the communication gap in services?

a) Match what is promised and what is delivered

b) Conducting advertising campaigns

c) Avoiding over promising

d) Effective internal (horizontal) communication

Question 1.38

_______________ is the difference between the management understands of customers’

expectations and the quality standards established in service delivery.

a) The knowledge gap

b) The policy gap

c) The delivery

d) Communication gap

Question 1.39

“Employees of excellent banks will tell customers when services will be performed.” The

above statement relates to:

a) Assurance expectations

b) Empathy expectations

c) Reliability expectations

d) Responsiveness expectations

Question 1.40

Which one of the following does not belong to the four levels of service performance?

a) Loser

b) Challenger

c) Professional

d) Leader

(Total 40 Marks)

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PART TWO

Answer all questions in the given space

Question 02

a) What is a possession processing service?

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b) State two (02) marketing challenges faced by a service marketer.

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(04 Marks)

Question 03

a) What is a low-contact service?

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b) Briefly explain the concept ‘moments of truth’.

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(04 Marks)

Question 04

a) Briefly describe the role of branding for service products.

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b) State four (04) ways a service provider could use to innovate.

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(04 Marks)

Question 05

a) Briefly describe two (02) benefits of service blueprinting.

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b) Explain the importance of market segmentation for a service business operating in

the current market environment.

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(04 Marks)

Question 06

a) What do you mean by “distributing services”?

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b) Explain the role can technology play in facilitating service delivery?

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(04 Marks)

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Question 07

a) What is boundary spanning?

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b) What is emotional labour?

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(04 Marks)

Question 08

a) Briefly, explain the purpose of service environment.

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b) List four (04) things a service firm can implement to make waiting more pleasant.

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Question 09

a) Briefly describe what is service recovery.

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b) What is relationship marketing?

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Question 10

a) What do you mean by service quality?

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b) Briefly explain the importance of customer loyalty for a service firm.

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(04 Marks)

Question 11

Briefly discuss the importance of new media on service marketers in the present market

environment.

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(04 Marks)

(10 Questions x 4 Marks)

(Total 40 Marks)

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PART THREE

Select 2 out of 4 questions and answer them in supplementary sheets. Attach your answer sheets to the question paper.

Question 12 Illustrate the extended marketing mix for services by using suitable examples.

(10 Marks) Question 13 Select any service firm operating in the Sri Lankan market. Identify and explain target market and positioning strategy of your selected firm. Use a service-positioning map to explain the positioning strategy.

(10 Marks) Question 14 Discuss the importance of having an effective service recovery system for a service firm operating in the current competitive environment.

(10 Marks) Question 15

Explain the gaps model in service design and delivery by using suitable examples (explaining the first five gaps are sufficient).

(10 Marks)

(10 Marks x 2 Questions) (Total 20 Marks)

(Total 100 Marks)

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