Sikkim Manipal University MBA Model Question Paper Subject: Services Marketing and Customer Relationship Management Subject

t code: MK0006; Book id: B0862 Total marks: 70 marks

Notes: 1. Question paper has three parts i.e. Part A, Part B and Part C (Total 38 questions) 2. Part A consist 20 questions of 1 mark each 3. Part B consist 11 questions of 2 marks each. 4. Part C consist 7 questions of 4 marks each. 5. All questions are compulsory

PART A (One mark questions)

1) Generic products are also called as a. Core product b. Expected product c. Augmented product d. Potential product 2) Which of the following character determines that service cannot be touched? a. Intangibility b. Inseparability c. Heterogeneity d. Perishability 3) The two dimensions of service quality highlight the __________nature of quality assessments. a. Technical b. Subjective c. quantitative d. Qualitative 4) This service character is also known as variability a. Intangibility b. Inseparability c. Heterogeneity d. Perishability

5) CRM refers to _______________________________________________. a. Customer Retailer Marketing b. Customer Relationship Management c. Change and Resource Management d. Complete and Reliable Marketing 6) Which one of the following is NOT the part of Ansoff matrix? a. Market penetration b. Product development c. Branding d. Diversification 7) The main reason to build brand loyalty is to a. b. c. d. Create new products Acquire new employees Encourage repeat business Avoid competition

8)

Companies trying to retain the customer values will make them ______________. a. b. c. d. Organization centric Competitor centric Customer centric Supplier centric

9) The transition phase between mass marketing and relationship marketing is a. b. c. d. Social marketing Guerrilla marketing Interactivity marketing Ambush marketing

10) An example for commonly seen Direct transactions is a. b. c. d. Electrical equipments selling Consumer durables Professional services Fast moving consumer goods

11) SFA stands for a. b. c. d. Sales force automation Sales force audit Sales force accountability Sales force administration

12) If people are a part of service marketing mix, which of the following aspect is associated with increasing service quality through people? a. Attitudes and behaviour b. Work procedures c. Structural elements d. Customer perceptions 13) In Insurance services, selection or risks for selling policies comes under _____________. a. b. c. d. Pricing mix Promotion mix Product planning Procurement

14) Which of the following is an example for publics in distance education? a. b. c. d. Educational authorities Distributors Insurance agents Diagnostic service providers

15) W-O-M refers to a. b. c. d. Word of Management Wonder of Marketing World of Marketing Word of Mouth

16) Tangible components that facilitate or assist the service delivery is called as ______________. a. b. c. d. Service mix Service Process Promotion mix Physical evidence

17) Providing intensive care units are a part of __________________ in hospital services. a. b. c. d. Promotion mix Product mix Place mix Price mix

18) Banking transactions that deals with foreign currency and travellers cheques is an example for______________. a. b. c. d. International banking Merchant banking Custody services Loan arrangements

19) In Hotel services, retailers can be __________________who buy hotel rooms in bulk a. b. c. d. Receptionists Hotel attenders Travel agents A Tourist

20) Having creative slogans as a part of promotion of consultancies can be considered as a. b. c. d. Publicity Advertising Sales promotion Personal selling

PART B (Two marks questions)

21) Identify the true and false statements A. Functional quality means process dimensions including customer and service provider interactions B. Technical quality is related to the service operations process a. b. c. d. A and B is false A and B is true A is false and B is true A is true and B is false

22) Identify the element that is included in Service price considerations a. Demand fluctuations b. Intention of the service provider c. Managing image d. Product improvements 23) The process of breaking down of each of the activities of firm into its various activities and showing where additional benefits given to customer is regarded as a. Blueprinting b. Benchmarking c. Value chain analysis d. Storyboarding 24) Identify two factors that have to be considered while deciding pricing of insurance services A. Rate of premium B. Healthcare facilities C. Nature of policy D. Customer Segment a. A, B b. A, B, C c. B, D d. C, D 25) Encouraging existing customers to buy more existing products is ______________ strategy of Ansoff matrix a. Market penetration b. market development c. Product development d. Diversification 26) _________________ strategy is adopted by mature and established business organisations. a. Market penetration b. market development c. Product development d. Diversification 27) Which of the following is NOT included in process? a. Schedules b. Procedures

c. Routines d. Reports 28) The full potential of marketing is not realized in many service sector firms because of their a. Marketing mix b. Segmentation strategy c. Competition d. Conflicting orientation 29) Acquire marketing talent is part of ___________ in service marketing plan development. a. Need analysis b. Organizational dimensions c. Cultural dimensions d. Key support activities 30) Shortage of capital and out-dated physical plant are the considered as companys a. Strengths b. Weakness c. Opportunities d. Threats 31) Personal promotion helps consultancy organizations in creating ________________. a. Impulse selling b. Impulse buying c. Emotional buying d. Emotional selling

PART C (Four marks questions)

32) Match the following First set: 1. Market penetration 2. Market development 3. Product development 4. Diversification Second set: A. New product introduction B. Line extension C. additional distribution channels D. convincing non users

a. b. c. d.

1A, 2B, 3C, 4D 1B, 2C, 3D, 4A 1C, 2D, 3A, 4B 1D, 2C, 3B, 4A

33) Arrange the service marketing plan stages in a sequence A. Designing a training and development programme B. The organizational dimension C. Organizing key support activities D. identifying a champion for marketing E. conducting a need analysis F. Understanding the organizational goal a. F, D, E, A, C, B b. F, D, A, C, B, E c. F, D, A, E, C, B d. F, D, E, B, A, C 34) Match the following strategy execution steps with its functions First set: 1. Relevant 2. Specific 3. Measurable 4. Time bound Second set: A. Should have an achievement day B. Objective should be quantified C. Focus on clear and identifiable goals D. Relation with corporate mission and objectives a. 1A, 2B, 3C, 4D b. 1D, 2C, 3B, 4A c. 1C, 2D, 3A, 4B d. 1D, 2A, 3B, 4C 35) State weather true or False. A. The insurance organizations prefer to make a mix of high and low pricing strategy. B. The marketing management of an organization plays a contributory role in fuelling the processes of qualitative cum quantitative improvements. C. Service promotion is found instrumental in the generation of efficiency. D. The innovation in the formulation of a service portfolio needs to be given due weightages.

a. b. c. d.

A, B, C is true A is only true A, B, C and D is true A and D is true

36) Which of the following features are concerned with courier services? A. Courier services are required to be more competitive B. Should cover profile generating services and low profit generating services C. Word of mouth promotion act as a hidden sales force D. Courier services are specially targeted towards business customers. a. A, B, C b. A, B, C, D c. A, B d. A, D, C 37) The management of XYZ Ltd. are very keen on developing a new recreation club for its customers. But customers of XYZ Ltd. are already unsatisfied with the quality of existing recreation clubs. Which gap does this belong to according to Parusuraman mode? a. First gap b. Second gap c. Third gap d. Gap -5 38) Identify which of the following factors is related with service classifications A. Type of seller B. Degree of labour intensity C. Degree of customer contact D. Buying motives a. A, B, C b. A, B, D c. A, B, C, D d. B, C, D