SCDL

Program Name: C-PGDBA_Bharti_Walmart_I

Subject: Services Marketing
Assessment Name: SM
Weightage: 70
Total Marks: 70
Duration: 80 mins

Online Examination:

Online examination is a Computer based examination.

Online examination comprises of Total 29 Questions - Out of 70 marks.

Duration of online examination will be of 1 Hour 20 minutes (80 minutes).

Section - I Instructions:

- It is compulsory and has total 3 Subjective Questions.

- Students are required to solve any 2 Subjective Type Questions. Each question is of 5 marks.
- Section – I is out of 10 Marks.

Please refer following instructions regarding Subjective examination:

- While attempting subjective examination Text formatting facility will be disabled such as use of bullets,
making the text bold, underlining the text etc. Only normal character on the key board will be available.
- Special characters available on the keyboard will be allowed.
- Students can not attempt more than 2 questions out of given 3.
- A blank (space typed) or any entry in the space provided will be considered as question is answered.
- Hand written answers are not allowed. Subjective test can be answered by using key board.
- No brail support shall be provided, but writer assistance shall be allowed. The student has to intimate it to
SCDL well in advance by completing applicable formalities.
- Answers for both the questions should not exceed more than 110 words. The maximum word limit per
answer is 55 words (for Subjective part).

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1) List the Elements covered in an effective Marketing Research Programme for Services.
(5)

The Complaint Solicitation The Critical Incidents Study Requirements Research The Relationship Surveys
Trailer Calls or Post-transactional Survey Service Expectation Meetings and Reviews The Process
Checkpoint Evaluations Market Oriented Ethnography Mystery Shopping Customer Panels The Lost
Customer Research Future Expectations Research

2) How the marketer can increase the net value of a service?

(5)

A marketer can increase the net value of a service either by adding benefit to the product, enhancing
supplementary services, by reducing the financial costs associated with the purchase and use of the
product, improve value by minimizing unwanted non-financial outlays for customers.

3) List the common educational and promotional objectives in service marketing

(5)

1. Create memorable images of specific companies and their brands. 2. Build awareness of, an unfamiliar
service or brand. 3. Build preference by communicating the special strengths and benefits of a particular
brand. 4. Encourage trial by offering promotional incentives. 5. Familiarize customers with service
processes in advance of use. 6. Teach customers how to use a service to their own best advantage. 7.
Stimulate demand in low-demand periods and discourage demand during peak periods 8. Compare
uncertainty and the sense of risk by providing useful information and advice. 9. Provide reassurance by
promoting service guarantees. 10. Recognize and reward valued customers and employees. 11. Reposition
a service relative to the competing offerings.

Section 1 is complete.

Please click on "Next" button to proceed.

Section - II Instructions:

- It comprises of Objective Questions Only.

- Total 60 marks are allotted for objective type questions.
- The objective questions are of following type and carries marks as given under.

Multiple Choice Multiple Response : 4 Questions - 16 Marks (Each 4 marks)

Multiple Choice Single Response : 9 Questions - 18 Marks (Each 2 marks)
True or False : 5 Questions - 5 Marks (Each 1 mark)
Select a Blank : 5 Questions - 5 Marks (Each 1 mark)
Match the Column : 4 Questions - 16 Marks (Each 4 marks)

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SCDL

Total Questions : 27
Total Marks : 60

1) Managers continually need to consider

(2)
1] opportunities to improve core product
2] opportunities to improve sub- product
3] opportunities to improve all products
4] opportunities not to improve core product

2) Contact personnel are :BLANK sources of ideas.

(1)
1] good
2] bad
3] authentic
4] common

3) Customer expects to receive

(2)
1] a set of benefits along with core service
2] quality of product
3] delivery on time
4] good co-operation

4) Service communication strategy development

(2)
1] differs from strategy for tangible goods
2] does not differ from strategy for goods
3] is not different from strategy for goods
4] is similar to strategy for goods

5) Personal selling is an:BLANK art.

(1)
1] ancient
2] old
3] unfamiliar
4] unethical

6) Service employees must

(2)
1] build great future plans for company
2] work hard
3] not work hard
4] work smart

7) Disney Corporation says service employees

(2)

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1] can relax when they are at backstage

2] can relax when they are at frontstage
3] can not relax during backstage action
4] can relax when they are not at backstage

8) Match the Following

(4)
1] Willingness of employees 1] employees initiative
2] Employee promptness 2] employee quality for serving on time
3] Desire 3] an earnest wish
4] Skill 4] ability to do the things well
5] quality
6] happy workers

9) Match the Following

(4)
1] Service Culture 1] refinement of service taste
2] External customer 2] person needing organisational service
3] Adapt 3] making fit
4] Flexible 4] easily adjustable to situation
5] way of doing service
6] accept as it is

10) Much of service should occur

(2)
1] above the line of visibility
2] below the line of visibility
3] near the line of visibility
4] above the line of invisibility

11) Uniform presents a :BLANK symbol.

(1)
1] physical
2] non-physical
3] psychological
4] general

12) For knowledgeable customer

(2)
1] quality is must
2] price is above quality
3] quality is not only criterion
4] quality is least important

13) Reliability is ability to perform the promised

(2)
1] service dependably & accurately
2] service dependably & inaccurately
3] service non-dependably & accurately
4] service non-dependably & inaccurately

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14) Empathy is nothing but

(2)
1] caring ,individualised given to customer
2] no caring individualised given to buyer
3] caring individualised given to employee
4] no caring individualised given to public

15) Competition is decreasing in services sector.

(1)
1] True
2] False

16) Customers avoid a package of benefits.

(1)
1] True
2] False

17) It is easy to market services based on costs.

(1)
1] True
2] False

18) Financial cost of service involve

(4)
1] price paid to service provider
2] search expenses
3] expenses for purchase & use
4] cost of manpower

19) Match the Following

(4)
1] Service channel conflict 1] channel frictions due to various goals
2] Rewards 2] appreciation
3] Service performance 3] service achievement
4] Consistency in quality 4] maintaining quality standards
5] benefits given to employees
6] quality up to the mark

20) Most exciting new communication medium

(4)
1] internet
2] mobile technology
3] web site technology
4] news papers

21) Service employees must have

(4)
1] right equipments
2] right technology

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3] right support
4] right competitors

22) Match the Following

(4)
1] Backstage contact 1] actions behind the scenes
2] Service tool 2] instrument for performing service
3] Key action areas 3] main action scope
4] Analysis 4] scrutiny
5] evaluation
6] service performance

23) Consumer evaluation process :BLANK for services.

(1)
1] differs
2] is simple
3] is complex
4] changes

24) Some customers :BLANK rules wilfully.

(1)
1] disregard
2] guard
3] follow
4] obey

25) People, Physical Evidence &Process are three additional "Ps" of services marketing.
(1)
1] True
2] False

26) Customer panels are ongoing groups.

(1)
1] True
2] False

27) Enduring service intensifiers are

(4)
1] derived expectations
2] personal service
3] specific service philosophies
4] general philosophies

Section 2 is complete.

Please click on "Next" button to proceed.

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