Questions
__________ is primarily done to enhance an organisation's perceived importance to a target market.
- Image advertising
- Public service advertising
- Product-oriented advertising
- Digital convergence
- Advocacy advertising
Which of the following is a supply strategy?
- Capacity sharing
- Creative pricing
- Reservation system
- Development of complementary services
- Development of non-peak demand
Which of the following is an example of low contact services?
- Retail banking
- Higher education
- Insurance
- Radio
- Personal financial advising
In __________, the revenues of an unbranded competing product are deducted from the revenues of a comparable branded product to establish the excess or premium value of the brand.
- Earning valuation method
- Price premium method
- Historic cost method
- Interbrand approach
- NPV of future earning method
Which of the following is a people processing service?
- Health care
- Retail distribution
- Banking
- Advertising
- Insurance
____________ involves quoting a fixed price in advance of the services to avoid any surprises.
- Flat rate pricing
- Service guarantee
- Relationship pricing
- Low cost leadership
- Cost-based pricing
Which of the following is not a type of conjoint data collection method?
- Full-profile technique
- Compositional technique
- Hybrid technique
- Adaptive technique
- Observation
___________ is an employee's response to service delivery failures.
- Recovery
- Adaptability
- Spontaneity
- Coping
- None of these
_____________ employs scanner technology to record purchases made by respondents.
- Single course tracking
- Concurrent testing
- Tracking studies
- In-market testing
- Memory testing
Which of the following is a type of an unwanted customer that creates scenes by shouting and other aggressive behaviour?
- The rule breaker
- The hot-headed
- The bankrupt
- The vandals
- The thief
______________ focuses on a specific marketing problem and collects data at one point of time from one sample of data.
- Secondary research
- Ad hoc research
- Experimental research
- Depth interview
- Exploratory research
Which of the following is not a function of the advertising agency?
- Account management
- Creative team
- Research
- Digital convergence
- Media planning
Which of the following is incorrect about brand extension?
- Brand extension results from the concentration of efforts on a few brands.
- Brand extension is necessary in order for the brand to survive.
- Brand extension gives access to an accumulated image capital.
- Brand extension enables the brand to break away from the mono-product.
- None of these
________________ separates contact employee activities from those of other service support activities and people.
- Line of interaction
- Line of internal interaction
- Line of visibility
- Backstage contact
- Physical evidence
Which of the following is a customer gap in SERVQUAL?
- Not delivering to service standards
- Inadequate service recovery
- Poor service design
- Inappropriate physical evidence
- Inadequate market research orientation
Selling of a business unit to independent investors is known as
- spin-off
- management-buyout
- divestment strategy
- harvest strategy
- none of these
___________ is the verbal part of the brand.
- Brand name
- Logo
- Trademark
- Generic name
- Service mark
_________________ is the ability to perform the promised services dependably and accurately.
- Responsiveness
- Reliability
- Access
- Tangibility
- Credibility
______ are the satisfied and loyal customers who talk favourably about the brand.
- Terrorists
- Appostlers
- Prospects
- Bowsers
- Defectors