certificate in services marketing - slim i 2019 - qp.pdf · certificate in services marketing...
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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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