Service Marketing Questions

1. Analysis of the Marketing Communications Campaign of your favourite athletic shoe brand

2. Assume that you are the director of international marketing for a company producing
refrigerators. Select one country in Latin America and one in Europe and develop screening
criteria to use in evaluating the two countries. Make any additional assumptions that are
necessary about your company.

3. Assuming that consumption plays some role in identity, critically evaluate the contention that, a
powerful, popular advertisement is just as meaningful as any news story.

4. Buyer Behaviour: The Consumer Decision-Making Process & Purchasing a Car

5. Choose a brand of wristwatch either single a product or a product line. Investigate and evaluate
the marketing strategy of the producer/brand owner using contemporary marketing tools and
techniques. This may however be illuminated using examples from other companies!
organisations.

6. Consider what you would recommend to Fred Foster in terms of accepting (or not) the report
and, if there are areas of concern, briefly outline what research approach you would consider
appropriate.

7. Critically assess the importance of an individual’s financial traits on consumer decision making
with regards to financial services.

8. Critically evaluate Inniskillins initial international marketing strategy along with its expansion
strategies in the American and the European Markets.

9. Critically evaluate the claim that, we are what we read, sometimes thoughtful, sometimes
romantic, sometimes principled, sometimes pragmatic, but almost always a consumer.

10. Develop an advertising and marketing campaign that introduces Plus Minus Zero and its
products worldwide.

11. For your own organisation, conduct a strategy marketing audit of their competitive position in
their sector, and identify their key priorities in both a 1, and 5 year period.

12. Functional and symbolic brand attributes merge effectively to create memorable and attractive
brands. Do you agree? Define the two different kinds of attributes. Explain how they work
separately and together to achieve brand effects for brand producers. Illustrate your argument
with two to three different companies and their brands.

13. Halfords bicycle marketing planning - A marketing strategy plan

14. Provide a basic outline of the organization and include details about its size, the industry, and
what it produces (or whom it serves) etc., The information should be such that it orientates an
totally uniformed reader and as such, must include information that is relevant. The word limit
here means that you must make decisions about what is important.
15. Provide an overview of what an equality policy should contain. This should ensure that Mr
Cheung meets the requirements of all current equality legislation. It is important to share with
Mr Cheung the implications of inequality in the workplace and how this could affect his business
aspirations.

16. Select an organisation either national or multinational which operates in a competitive business
environment, and which has followed various marketing directions during its existence (the
client chose P&G).

17. Show the impact of Globalisation; the global economy and cultural factors on the organisation,
its markets and its competitors. whether this organisation should use a uniform global strategy?.

18. Taking an organisation with which you are familiar, identify the extent to which the customer is
central to the business. To what extent, if any, does the organisation take its cues from buyers
and how appropriate is customer orientation as a concept here

19. To what extent is sponsorship in sport a mutually beneficial arrangement? Discuss. in relation to
relevant academic theories and research and illustrate with relevant examples.

20. What countries comprise the CIS?.

21. What is the marketing new story about?

22. You are required that you write an individual 1000-word analysis on a marketing news story
which has appeared in 2010.

23. A campaign research Report on PG Tips containing four distinct elements

24. Analysis and Discussion which is an analysis and discussion analysis of the results showing the
contribution to knowledge and acknowledgement of any weaknesses/limitations in the work.

25. Business Report on Branding and Own Label.

26. Conducting Situational Analysis.

27. Create an argument for the methodology (either quantitative or qualitative) which you believe
to be the most relevant for today's business environment.

28. Critically analyse Online/Internet Advertising as a marketing communication tool.

29. Critically analyse what factors encourage organisations to internationalise, discussing at least
two of the main methods for gaining market entry, evaluating the relative merits and drawbacks
of each.

30. Critically discuss the advantages and disadvantages of branding drawing on practical examples
to illustrate and support your arguments.

31. Critically evaluate the marketing environmental challenges that Aer Arann faces currently
(2010), and in the longer term.

32. Culture is pervasive in all marketing activities, (Albaum et al, 2005). Critically review this
statement with reference to advertising strategies.
 33. Discuss and argue the campaign innovations in Greenpeace. Are their new strategy and
innovations successful? Why? Do they use any propaganda?

34. Does their approach imply a different view as to the importance and relevance of market
strategy in the context of overall business strategy?

35. Environmental analysis (business environment) and describe how each approaches what they
see as key issues in the subject, and what the differences and similarities are in their approaches
to the chosen subject.

36. Explore their personal experiences of the materiality of an iconic brand from their country.

37. How does the use of celebrity endorsement enhance brand awareness and brand image?

38. If someone wants to take Twinings Tea to Argentina, what channels of distribution should they
use, with the description of the channel member. Also, what is the objective of those channels?

39. Outline and explain the Stages of Market Development which a country can go through. What is
the importance for International Marketers of understanding economic development?

40. Pressure on organisations to integrate "sustainability" into their strategic thinking is

fundamentally changing the nature of marketing.

41. This is an analysis of a case study by the chartered institute of marketing.

42. Undertake an analysis of the potential market for Innocent's Ice Sorbets.

43. What is meant by effective career management and planning, who is responsible for this?

44. 'What is the potential impact of social networks and brand communities on our brand.' (Fiat
cars)

Services marketing multiple choice questions with answers (Objective type questions for exam
preparation) useful for Management (MBA, BBA), commerce, Marketing Specialization students and
professionals.

1. Which of the following is not a tangible dominant?

a. Detergents
b. Automobiles
c. Investment Management
d. Soft drinks
Answer: c

2. Select name of the country having maximum percent of GDP attributed to services
a. United States
b. China
c. Germany
d. India
Answer: a
3. Which of the following is not an element of physical evidence?
a. Employee dress
b. Employee Training
c. Equipment
d. Facility design

Answer: b

4. Which of the following is not an element of People?

a. Motivation
b. Teamwork
c. Flow of activities
d. Customer training
Answer: c

5. Standardized and customized flow of activities, simple and complex number of steps and
customer involvement by which a service is delivered is called ____________
a. Place Mix
b. Physical Evidence Mix
c. Process Mix
d. People Mix
Answer: c

6. _____________ is the environment in which the service is delivered and where the firm and
customer interact and any tangible components that facilitate performance or communication
of the service.
a. Physical evidence
b. Process
c. Place
d. People
Answer: a

7. “All human actors who play a part in service delivery and thus influence the buyer’s perceptions:
namely, the firm’s personnel, the customer and other customers in the service environment.”
a. Process
b. Physical Environment
c. People
d. Place
Answer: c

8. ……………is the difference between customer expectations and perceptions.

a. Customer Delight
b. Customer Satisfaction
c. Customer Gap
d. The supplier Gap
 Answer: c

9. Which of the following is difficult to evaluate?

a. Jewellery
b. Auto repair
c. Furniture
d. Clothing
Answer: b

10. Evaluation of Medical Diagnosis service is mainly depends on ___________

a. High in experience quality
b. High in credence quality
c. High in search quality
d. Both a and c
Answer: b

11. ___________ is defined a the caring, individualized attention that the firm provides its
customers.
a. Empathy
b. Responsiveness
c. Sympathy
d. Assurance
Answer: a

12. Which of the following is not a type of Service encounters?

a. Remote encounters
b. Phone encounters
c. Face to face encounters
d. Check in Encounters
Answer: d
13. _____________ is a tool for simultaneously depicting the service process, the points of
customer contact, and the evidence of service from the customer’s point of view.
a. Front end planning
b. Service Blueprinting
c. Service Standardization
d. None of these
Answer: b
14. ____________ is the physical surroundings or the physical facility where the service is produced,
delivered and consumed.
a. Service space
b. Service scape
c. Service place
d. Service scope
Answer: b
15. “__________ is the culture where an appreciation for good service exists and where giving good
service to internal as well as ultimate, external customers is considered a natural way of life and
one of the most important norms by everyone.”
a. Service culture
b. Corporate culture
c. Service Triangle
d. Service Quality Dimensions
Answer: a

16. SSTs stands for…….

a. Stable Service Technologies
b. Social Service Technologies
c. Smart Service Technologies
d. Self Service Technologies
Answer: d

1. I. Definition Questions (10 marks) Choose the correct term for the definition and write it in the
space provided

a. Servicescape
b. Skimming price
c. service breakdown
d. Person/Role Conflict
e. service delivery system
f. boundary spanning roles
g. Remote service
h. self-service technologies
i. service culture
j. Service quality improvement

2. ___________________situations when customers have expectations of a certain type or level

of service that are not met by a service provider

3. ____________________ the environment in which the service is delivered and in which the firm
and the customer interact, and any tangible commodities that facilitate performance or
communication of service which all aspects of the organizations facilityand physical evidence are
done
4. ____________________ new services introduced at high price when large promotional
expenditures and effective when services are major improvement over past services.

5. ____________________ where the final “assembly” take place and the product is delivered to
the customer at building, equipment, and personnel ( front stage)
6. ____________________ Employee only; has little or no customer involvement with the service
scape. Service can be provided without the customer ever seeing the service facility.

7. ____________________Service workers may feel role conflict when they are required to
subordinate their feelings or beliefs, as when they are asked to live by the motto "The customer
is always right—even when he is wrong."

8. ____________________ a culture where an appreciation for good service exists, and where
giving good service is internal as well as ultimate, external customers is considered a natural
way of life and one of the more important norms by everyone

9. ____________________ front line service employees who operate at the organizations and
provide a link between the external customer and environment and the internal operations of
the organization boundary by interpreting information and resources to and from the
organization and it external constituencies.

10. ____________________ services produced entirely by the customer without any direct
involvement or interaction with the firms employees and service production continuum

11. ____________________will positively affect diff kinds of customer intentions, such as praising
firm, preferring company over others, increasing volume of purchases, or agreeably paying a
price premium.

II. Multiple Questions. (10 marks)

12. Which of the following statements about customer-defined standards is true?
a. Virtually all companies possess service standards and measures that are customer-
defined.
b. Anchoring service standards on customers can save money by identifying what the
customer values.
c. The customer standards used today reflect the history of the business using them.
d. Customer-driven standards are necessary to close provider gap
e. All of the above statements about customer-defined standards are true.

13. Which of the following is an example of a soft customer-defined standard?

a. tone of voice
b. problem fixed right the first time
c. on-time delivery
d. order 100 percent accurate
e. all complaints are handled by end of workday
14. What is the first step in developing customer-defined standards?
a. identify existing or desired service encounter sequence
b. identify customers
c. translate customer expectations into behaviors
d. select behaviors and actions for standards
e. examine servicescape for unrealized service encounters

15. Which of the following statements describes the important criteria used for setting service
standards?

a. The standards cover exceptional performance examples.

b. The standards are reactive.
c. The standards are not viewed as challenging by employees.
d. The standards are based on behaviors and actions that have proven historically
important
e. None of the above statements describes the important criteria used to set service
standards.

16. What needs to be analyzed and distributed to support evaluation and decision making at
multiple levels within the company?
a. Feedback about customer complaints
b. Feedback about training staff members
c. Feedback about relationship management with consumers
d. Feedback about market segmentation
e. Feedback about performance

17. Who sets the quality standard for the customer service offered by a business?
a. Marketing director
b. Board of directors
c. Customer service director
d. Customers

18. CRM stands for __________

A. Customers Resource management
B. Customer Revenue Management
C. Customer Relationship Management
D. Central Resource management

19. The lifetime value of a client refers to what?

a. The company revenue spent on advertising
b. The total amount a company spends on keeping a customer happy
c. The monetary value per Customer accrued to a company over a measured period
d. The money spent on a product or service by a customer each year
 20. Employees who have the most direct contact with customers are often referred to as
a. front line staff
b. Customer service reps
c. Operatives
d. back room staff

21. You’re the only employee working at a small clothing store. You’re engaging a customer when
the phonerings. Do you: a. Tell the customer “excuse me” while you answer the phone, then put
the caller on hold while you go back to the customer. b. Let the phone ring and continue to
engage the customer. c. Take the call and address the caller’s issue, then hang up and come
back to the customer d. Ask the customer to answer the phone, while you try on this cute new
pantsuit that just came in.

12 3 4 5 6 7 8 9 10 III. True / False Questions (10 marks)

1. The purpose of developing feedback mechanisms is to provide criticism/advice

on employee performance to the standards set by the organization to meet
customer needs. True/False
2. One of the methods in developing customer-defined standards involves
translating customer expectations into behaviors and actions for each service
encounter. True/False
3. A negative value of capacity cushion indicates that the average demand is less
than the capacity available. True/False
4. Services → process focused, first come first serve, location often near
customers, labor is scheduled not the customer True/False
5. service culture → the pattern of shared values and beliefs that give the
members of an organization meaning, and provide them with the rules for
behavior in the organization True/False
6. PRODUCT Strategies for Service → The gap between what customers want and
what management thinks customers want True/False
7. Non-profit organizations provide services that respond to the wants of: → -
Users, payers, donors, politicians, appointed officials, media, general public
True/False
8. What is Gap 3? → The gap between the service quality specifications and the
service that is actually provided True/False
9. Experience qualities → Customers may lack knowledge to make assessment,
even after purchase e.g. medical or consulting service True/False
10. Five Gaps → Gap 1: What customers and what you think they want Gap 2: What
you think customers want and quality specifications developed Gap 3: Service
quality specifications and what is actually provided Gap 4: What company
provides and what customers are told they provide Gap 5: Service customers
receive and the service they want True/False

11. 1 2 3 4 5 6 7 8 9 10 IV. Discussion Questions (5 Marks each)

1. What is the different between hard and soft standards? Give examples of
each hard and soft 2. Explain the role of non-monetary costs in the marketing
services? The end of the exam! Good luck to your exam