Question

No. Question Option A

A ______________ is a form of product that
consists of activities, benefits or
satisfactions offered for sale that are
essentially intangible and do not result in
1 the ownership of anything. good
According to ______________, “Services
are the activities, benefits or satisfaction
which are offered for sale or are provided in
2 connection with the sale of goods”. MMA
Services are ______________ they cannot
be seen, tasted, felt, heard or smelt before
3 they are brought like physical products. Tangible
Perishability implies that unlike goods,
4 services cannot be______________. used
An ______________ capacity cannot be
5 used further. service
______________ states ’Goods are
produced, sold and then consumed whereas
the services are sold and then produced and
6 consumed. Donald Cowell
______________ characteristic of service
states that it is almost impossible to have
the same service from the same seller the
7 second time. Simultaneity
______________ characteristic of services
makes it difficult to set a standard for any
8 service. Homogeneity
Since the services are intangible and
perishable, consumers will only have
9 experiences but not ______________ . use
In ______________ characteristic of
services either users are brought to the
10 services or providers go to the users Homogeneity
______________ can be measured in
11 terms of service level. Goods
We can determine the level of satisfaction
at which users are satisfied through Quality
12 ______________. Measurement
13 The services are ______________ in nature. same
 During the ______________ season there is
an abnormal increase in the demand of
14 services. normal
______________ consumes services like Business to
hairdressing, personal finance, package Business End
15 holiday tour etc. users
In ______________, a business or a firm
from one industry will seek services from
another business or another company from Industrial End
16 another industry. Users
Maharashtra Tourism Development
Corporation (MTDC) asks Tata Consultancy
Services (TCS) to help them plan their Individual
tourism objectives. This is an example of consumer as End
17 ______________. user

In ______________ the service is rendered Highly tangible

18 over certain tangible goods. services

In ______________ the service cannot be

19 touched felt or seen. Tangible Services
High contact service are ______________ Highly
20 based service. professional
Low contact service are ______________
21 based service. Nonprofessional
______________ services are very much
22 people based. Low contact
In ______________, Providers interact very
less with the customers – its machines that
23 do the interaction. No contact
Highly professional services is an example of
24 ______________. Expertise
Non-professional services is an example of People Based
25 ______________. service
______________ includes the cobblers,
tailors, masons in housing or construction
projects, utility services like garbage Non-profit
26 cleaners from Municipal Corporations etc. organizations
______________ services firms exist to Non-professional
27 make profits. services
 ______________ have the societal concept
in mind while carrying out their service People Based
28 functions. service
The interaction between the employees &
service firms & their customers are also
called as “______________” or “Moment of Service
29 Truth”. Encounters
______________ Marketing refers to the
decisive moment of interaction between
30 the front office employees & the customers. internal
The buying process begins when the buyer
recognises that there is a problem or need
& the need can be triggered by internal and
31 ______________. external stimuli
Family, friends, neighbours and
acquaintances are examples of Commercial
32 ______________. sources
Advertising, sales persons, dealers,
packaging and displays are examples of Industrial
33 ______________. sources
Mass media and consumer rating
organisations are examples of
34 ______________. Public sources
As the economies shift from the
______________ to the developed stage
they will show more and more shift towards
35 services. under-developed
As the economies shift from the developing
to the ______________ stage they will
36 show more and more shift towards services. under-developed
The share of agriculture sector, which
constituted over 50% of GDP in 1960s has
now come down to on ______________% in
37 the present. 25
In USA, more than ______________% of the
38 jobs created come from the service sector. 88
Internal or ______________ Environment
consists of internal customers, external
customers, competitors, suppliers and
39 regulators. Macro
 The ______________ customer consists of
the employees, providers and direct sales
agent who are an intrinsic part of the
40 service firm environment. internal
The ______________ customers of the
service firm consist of the consumers,
41 competitors, suppliers and regulators. internal
______________ environment creates a
framework of regulations and legal
provisions within which the business units
42 have to operate. Social
______________ are the main reasons for
43 the existence of the service firms. Suppliers
The economic reforms, liberalisation and
______________ are some of the factors
responsible for the fast changes in the
44 social environment in India. modernisation
Global Environment is also known as Social
45 ______________. Environment
Economic Liberalisation started in
46 ______________. 1991
______________ is the process by which
buyers select, organise and interpret
information into a meaningful impression in
47 their minds. Motivating
The extent to which customers are willing
to accept the variations is called the
48 ______________. desired service
______________ is the most important
49 aspect for every customer. Popularity
The person who has a specific need and
proposes to buy a particular service is called
50 ______________. influencer
Option B Option C Option D

service task tangible good

DMA AMA IMA

partially
tangible semi-tangible intangible

utilised stored not stored

unutilised
service utilised service used service

Donald Trump Philip Kotler AMA

Variability Homogeneity ownership

ownership Heterogeneity Simultaneity

work utility ownership

ownership Simultaneity Heterogeneity

Unutilised Tangible
Service service goods

Service Quantity Satisfaction

Measurement Measurement Measurement
fluctuating uniform persistent
regular peak common
Consumer to Individual
Industrial End Industrial End consumer as
Users user End user

Consumer to Business to Individual

Industrial End Business End consumer as
user users End user

Business to Consumer to
Business End Industrial End Industrial End
users Users user
Highly
Tangible intangible Intangible
Services services Services
Highly Highly
intangible Intangible tangible
services Services services
Nonprofessio
nal People Expertise
Highly
professional Expertise People
Medium
contact High contact No contact

Medium
Low contact contact High contact
People Based Commercial
service Non-Expertise Service
Commercial Non-profit
Expertise Service organizations

Non-
Commercial People Based professional
Service service services
Non-profit Commercial People Based
organizations oriented service
 Non-
Non-profit professional Commercial
organisations services oriented

Sales Marketing Goods

Encounters Encounters Encounters

External Interactive Online

internal or
internal external
stimuli external stimuli stimuli

Industrial Personal
sources sources Public sources

Commercial Personal
sources sources Public sources

Personal Commercial Industrial

sources sources sources

under-
developing over-developed developing

under- over-
developing developed developed

42 43 24

86 85 89

Micro Semi Semi-Macro

external Semi-Macro macro

external micro semi-micro

International Regulatory Economical

Service Service
Suppliers providers Customers

stability globalisation privatisation

International Political Cultural
Environment Environment Environment

1993 1995 1994

Perception Learning Controlling

adequate zone of Zone of

service tolerance service
Brand
Brand Image Popularity Reliability

gatekeeper initiator Controller

Question
No. Question Option A
The ______________ service is the reason for
1 being in the market. core
______________ developed the flower of
2 services. Peter Drucker
______________ is a significant aspect of
3 marketing mix. place
______________ often takes the form of news Public
4 report and announcements. relations
The ______________ is a technique used for
5 service innovation. benchmarking
The marketing mix concept was popularised by
6 Prof ______________. Philip Kotler
______________ cannot be distributed to the
7 final consumers through electronic channels only. Services
Penetration pricing strategy begins with low price
8 and tend to ______________ with growth stage. decrease
Price plays a ______________ role in the
9 marketing mix of a service. insignificant
A service blue print is a flowchart of
10 ______________ process. marketing
Brand decision is important for ______________
11 goods. intangible
______________ introduced the concept of
12 brand image. Peter Drucker
The ______________ concept stresses the
13 importance of a brand in marketing strategies. Brand Equity
The brand ______________ is an articulation of
14 the heart and soul of the brand. identity
be used to create a consistent and cohesive External
15 culture. Marketing
16 A good brand name should be ______________. common
All services ______________ cannot succeed in
17 creating a strong brand. sellers
Branding practices in ______________ sector are
18 mostly titled in favour of corporate branding. agriculture
People are an ______________ ingredient in
19 services. important
20 Services cannot be ______________. utilised
 ______________ is not one of the 7P's of Service
21 Marketing Mix. Product
______________ defines services as "activities, Afghani
benefits or satisfaction which are offered for sale Marketing
22 or are provided with sale of goods." Association
Conceptualization of the services product was
23 described by ______________. Donald Glover

______________ concept is concerned with what

24 benefits customer seeks. Service
______________ concept is concerned with what
general benefits the service organisation will
25 offer. Service
______________ is concerned with more
detailed shaping of the service concept i.e. Customer
26 tangible and intangible components. Benefit
______________ is concerned with creation and
delivery of the service offer with the help of Customer
27 people, process and facilities. Benefit
______________ describes services package as a
bundle of different services tangible and Christian
28 intangible together which form the total product. Christopher
In marketing, ______________ is the essence of
29 all growth. Service
There are ______________ stages in New Service
30 Development. 8
The final stage of the new service development launching the
31 process is ______________. service
32 Service Life Cycle has ______________ stages. 5
______________ is the line that divides the
elements of the service which the customer can Line of
33 see from those that cannot be seen. Viability
The healthcare industry is also called as
34 ______________ industry or health economy. agricultural
delivered where customer and supplier don't
35 meet. Bank
______________ defined brand as, "a name,
term, symbol or design or a combination of them
which is intended to identify the goods and
services of one seller or a group of sellers and to William
36 differentiate them from those of competitors. Stanton
 ______________ is a major strategic issue for
37 strategic marketers. Branding
What does not make branding a strategic
38 requirement? Variability
______________ is not a characteristic of a good
39 brand name. Distinctive
Strong service brands set out their
40 ______________ rules. marketers
______________ is considered as the father of
41 the image advertising. Peter Drucker
______________ means the impression which
the consumer develops about a particular brand Brand
42 used by a manufacturer. Reputation
A consumer may develop a favourable impression
43 if the brand becomes ______________. popular
The image of the company ______________
44 affect the image of the brand. may
Brand Loyalty is more ______________ in
services than in goods because the risk perceived
in the purchase of services and the switching cost
of the services are higher while the awareness of
45 perfect substitute is lower. minor
Servicing a customer regularly provides
______________ to know the customer's taste service
46 and preferences. marketer
In services, there are ______________ types of
47 branding. 5

individual
48 IDBI is an example of ______________. brand names
______________ is a common measure of Brand
49 marketing communications effectiveness. Awareness
A brand can seek relationships with its target
audience on the basis of functional benefits,
______________ benefits and self-expressive
50 benefits. Physical
Option B Option C Option D
non-
supporting facilitating supporting
Christopher
lovelock Henry Fayol Philip Kotler

promotion Price distribution

Editorials Magazine Publicity

service service blue bench
mapping print mapping
Jerome
McCarchy Peter Drucker Henry Fayol
tangible
goods items goods

increase stay the same stay constant

minor significant constant

human
resource administration service
non-
perishable tangible perishable
William William
David Ogilvy Stanton Drucker

Brand Essence Brand identity Brand Image

essence image personality

International Internet Transnational
Marketing Marketing Marketing
regular usual distinctive

customers marketers makers

service industrial secondary

weak insignificant unimportant

stored used hidden
Promotion Plan Process
Austrian Australian American
Marketing Marketing Marketing
Association Association Association

Donald Trump Donald Cowell Philip Kotler

Service
Customer Delivery
Benefit Service Offer System
Service
Customer Delivery
Benefit Service Offer System
Service
Delivery
Service Offer System Service
Service
Delivery
Service System Service Offer

Christian
Christian Bale Christian Cage Gronroos

Invention Innovation People

7 9 6
Market Service Business
Testing Development Analysis
4 3 2

Line of Line of Line of Non-

Invisibility Visibility Viability

doctoral fitness medical

Doctor ATMs Medical

Philip Kotler David Ogilvy Peter Drucker

Advertising Marketing Selling

Tangibility Intangibility Perishability

Easy to
Adaptable Common remember

sellers competitors own

William
Stanton David Ogilvy Philip Kotler

Brand
Brand Image Brand identity Attributes

not popular common regular

can will not cannot

subsidiary predominant small

service
provider seller provider

3 2 4
company
separate name along
family name with the
for all the blanket family individual
products name names
Brand Brand
Champion Brand Identity Attributes

Emotional Social Mental

Question
No. Question Option A
______________ are the appearances of
physical facilities, equipment, personal and
1 communication material. Tangibles
______________ is the possession of the
required skills and knowledge to perform the
2 service. Responsiveness
______________ means the power of
understanding the customer's feelings and
3 needs. Assurance
______________ are the judgement of the
consumers about the actual performance or
4 delivery by a company. Empathy
When the firms service quality specifications
do not match with the customer's
expectations then the ______________ gap service
5 occurs. Performance

6 ______________ is about perception. Customer

______________ refers to the willingness to
7 help customers to provide prompt service. Responsiveness
______________ is the position of the
8 required skills and knowledge to perform. Tangibles
SERVQUAL is developed by Parasuraman,
9 Zeithaml and ______________. Cherry
The rate at which inputs are converted into
10 output is termed as ______________. Effectiveness
______________ is the extent to which the
11 goals are achieved. Efficiency
______________ is the cost of selecting and
hiring people, material and equipment at the
12 lowest cost. Efficiency
The quantity and ______________
determinants of the service offering cannot
13 be treated in isolation. quality
the competitive advantage for any
organisation, irrespective of goods or
14 services. Effectiveness
The term ______________ is very
15 comprehensive in its meaning and scope. Production
16 Quality ways in ______________ sector. industrial
Consumers are an ______________ element
17 in service productivity. uncommon
______________ demand is nothing but the
18 gap between the desirability and availability. Seasonal
______________ demand creates many
19 problems to service organisation. Seasonal
______________ management is the process
of allocating the right type of capacity to the
right kind of customers at the right price in
20 order to maximise revenue. Service
______________ is the politeness, respect,
consideration and friendliness of contact
21 personnel. Competence
______________ quality means what of
22 service i.e. what is offered to the customers. Functional
An inventory of ______________ cannot be
23 kept. goods
______________ demand creates many
24 problems to service organisation. Regular
In order to manage fluctuating demand a
clear understanding of ______________
25 pattern is needed. demand
Service Quality is ______________ to the
26 customer as well as the service firm. unimportant
Service Gap Model was developed by
27 Parasuraman in ______________. 1988

______________ is not an advantage of Improving

28 benchmarking. productivity
Quality is not an event, it is an
29 ______________ process. opening
SERVQUAL is an ______________ derived
method that may be used by a services
30 organisation to improve service quality. theoretically
______________ is the most important
31 contributing factor to service quality. Realibility
______________ is the least important
32 perceptions of service quality. Responsiveness
 According to ______________, "Productivity
means the balance between all the factors of
production that will give the greatest output Mayadeo
33 for the smallest efforts. Karmarkar
______________ is how good is the
management at converting the intermediate
34 output to final output into customers take up. Effectiveness
The service industries have been identified as
the ______________ buyers of the new
35 information technology. smallest
36 Service is a ______________ commodity. non-perishable
______________ is not a demand situation of
37 service. Extra Demand
One of the popular strategies used to face
the no demand situation in the market is product
38 ______________. differentiation
Latent demand is nothing but the gap
39 between desirability and ______________. vulnerability
The main purpose of ______________ is
40 making good estimates. sales
The ______________ capacity of the service
organisation influences the demand
41 management of the services. time
______________ is the primary constraint for
42 any service provider. people
Demand ______________ be controlled
43 perfectly. cannot
The capacity of the ______________ can be
made more flexible through extensive cross
44 training. salesforce
Physical facilities are ______________ to
45 adjust. easy
Part-time help can supplement regular
employees when the peaks of activity are
46 persistent and ______________. unpredictable
In order to match the demand, the existing
capacity of service resources can be
47 ______________. shrinked
______________ services are basically
48 offered in order to occupy waiting customers. Contrasting
 ______________ and Sales promotion can be
used to emphasize different service benefits
during different period i.e. peak and slow
49 period. Advertising
Service firms who show ______________ can Fluctuating
50 use yield management. suppy
Option B Option C Option D

Reliability Access Intangibles

Competence Communication Incompetence

Reliability Empathy Sympathy

Tangibles Intangibles Perception

communication standard Performance

Service
Customer service Service performance

Intangibles Perception Tangibles

Competence Intangibles Perception

Kotler Berry Stanton

production work in process productivity

Productivity Effectiveness production

Economy production Productivity

productivity efficiency Effectiveness

Productivity Production Efficiency

Efficiency productivity Effectiveness

agricultural goods service

unimportant integral casual

Latent Forecasting Regular

Latent Regular Forecasting

Yield Quality Financial

Credibility Courtesy Reliability

Commercial Industrial Technical

things services products

Seasonal Daily Composite

sales spending buying

crucial uncommon common

1986 1985 1987

Increase
Improve customer
An holistic approach performance satisfaction

completed ongoing finished

empirically nonempirically unempirically

Competence Tangibles Responsiveness

Tangibles Realibility Competence

 Leonard L.
Philip Kotler Peter Drucker Berry

Capacity
Economy Production function utilisation

lowest biggest moderate

perishable perpetual lasting
Seasonal
Negative Demand Latent Demand Demand

service market sales

differentiation differentiation differentiation

capability availability Reliability

service marketing Forecasting

distribution production promotion

Time money place

can should must

workforce marketforce salesperson

very easy very difficult simple

unexpected unlikely predictable

brought down expanded lowered

Complementary Usual Fixed

Sales Human Resource Administration

Fluctuating demand steady demand steady supply

Question
No. Question Option A
The term ______________ means
conforming to the professional standard of
1 conduct. ethical
______________ creates a spirit of
2 openness in marketing practices. Accountability
______________ creates credibility with
3 the public. Ethics
______________ is unethical practice in
4 services marketing. Advertising
______________ means pricing below the
5 competitor's price. Differentiation
Services is the ______________ growing
6 sector of the Indian economy. slowest
______________ companies pursue
7 integrated strategies. Global
In order to survive in the long run, it is
expected that business is carried on
8 ______________ principles. unethical
The ______________ sector contributes
9 more than 50% to our GDP. agricultural
______________ Corporation is often used
to mean the same thing as a transnational
10 corporation. Merged
______________ drivers can serve to
encourage or discourage development of
11 transnational integrated strategy. Infrastructure
______________ is applicable to our social,
12 economic, political and religious activities. Good Conduct
______________ tourism entails the
sustainable preservation of a naturally
13 endowed area or region. Eco
______________ indicators hint at the
transformation of the Indian economy into
14 a service dominated one. Social
______________ in India has seen a very Event
15 good growth in the recent years. Management
Life Insurance Corporation is the sole
16 ______________ company. primary-sector
 Service contributed as much as
______________% of the overall growth in
17 GDP in the last five years. 66.8
The world is fast on its way to become
18 ______________ dominated. industry
One of the most powerful indicators of the
change of contribution of service sector
exceeding industrial sector is the
19 ______________ economy. US
The service sector employed about
20 ______________% of the US workforce. 53
The service sector employs about
21 ______________ workers out of every 10. seven
The ______________ in the outsourcing
business and multiplication of call centres
are the indicators that the services act as
important sources of earning foreign
22 exchange. fall
Service sector is rightly regarded as an
23 ______________ of growth. resource
______________ is one of the leading
24 Asian service exporters. Pakistan
All segments of services sector are making
25 rapid progress since ______________. 1990
The contribution of banking and insurance
to GDP growth is as high as
26 ______________%. 17.3
An ______________ strategy means that
internationally scattered subsidiaries act
independently and operate as if they were
local companies, with minimum
27 coordination from the parent company. transnational
require strong coordination from the
28 centre. does
The ______________ strategy assumes
that the centre should standardize its
operations and products in all the different
countries, unless there is a compelling
29 reason for not doing so. international
 ______________' and 'competitive move'
refer to the extent to which a firm's
competitive moves in major markets are
30 interdependent. Separation
31 ______________ is the fact of life. Globalization
The term "Ethics" is derived from the
______________ word "ethos" which
32 refers to character. Hebrew
______________ is one of the most
preferred destinations for both overseas
33 and domestic travellers. Dubai
The main reason for the growth in tourism
in India is the tremendous progress made
34 by the ______________ economy. District
______________ is still a constraint in
35 tourism. Money
The largest percentage of travellers to India
from overseas come from the USA and
36 ______________. France
The goal of ______________ marketing is
to focus on building stronger loyalty and
lon-term customer engagement, versus
37 short term acquisition and individual sales. relationship
______________ entails the sustainable
preservation of a naturally endowed area
38 or region. Cultural Tourism
India has a ______________ forest cover
which has some beautiful and exotic
species of wildlife - some of which that are
39 even endangered and very rare. very poor
______________ will be a game changer in
the manner in which healthcare services
40 will be delivered in India. Money
The insurance industry of India consists of
41 ______________ insurance companies. 50
The ______________ government has
launched a first of its kind banking and
insurance services helpline for farmers
where individuals can lodge their
42 complaints on a toll free number. Madhya Pradesh
India has become the ______________
43 largest market for e-learning after the US. second
 Education in India is called the
______________ sector for investments by
Deloitte, the leading research and audit
44 firm in the world. sunset
India accounts for approximately
______________% of the US $124-130
45 billion market. 76
The IT industry has created
______________ demand in the Indian
education sector, especially for engineering
46 and computer science. insignificant
______________ shopping is fast gaining
popularity with the emergence of internet
47 retailing. Offline
______________ commerce would be
huge as more and more people access Business-to-
48 Internet through tablets and smartphones. Consumer
The factors that drive most organisations
to adopt cloud computing is
49 ______________ and faster innovation. cost
The goal of ______________ companies
move from creating impressions to building
relationships with consumers, both directly
50 and on behalf of marketers. banking
Option B Option C Option D

ethos ethics morals

Transparency Responsibility Credibility

Morals Values Character

RTI Truth Disclaimers

Penetrating Predatory Skimming

fastest not smallest

National State City

ethical immoral misleading

banking service manufacturing

State Multinational Global

Technology Government Cost

Ethics Discipline Misconduct

Cultural Social Adventure

Economic Political Environmental

Teaching Tourism Banking

secondary-sector private-sector public-sector

 67.6 68.6 66.7

service machine farming

UK UAE France

50 55 60

nine eight ten

downfall decline rise

place engine area

India Bangladesh China

1999 1991 1992

13.7 17.7 13.3

global international national

must should does not

national global transnational

Integration Segregation Division
Privatization Liberalization Utilization

Greek French Latin

Japan India Korea

State Malaysian Indian

People Infrastructure Machine

UK Germany Canada

traditional digital mobile

Wildlife Pilgrimage
Ecotourism Tourism Tourism

comparatively
poor rich poor

People Infrastructure Technology

54 53 55

Uttar Pradesh Maharashtra Punjab

first third fourth

sunrise downfall uprise

66 67 68

minor common significant

Physical Online Grocery

Business-to-
Mobile Business Traditional

infrastructure people machine

media hotel tourism