MCQ - Service Marketing - With Answer Keys PDF

1. Which is the basic differentiator of goods and services?
a) Origin
b) Creed
c) Race
d) Tangibility
2. Which of the following is not generally accepted as being part of the extended
marketing mix for services?
a) Product
b) Price
c) Process
d) Practice
3. Services are typically produced and consumed simultaneously. This is an

example of the ________characteristic of services.
a) Intangibility
b) Variability
c) Inseparability
d) Simultaneously
4. 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 the
ownership of anything.
a) Service
b) Demand
c) Need
d) Physical object
5. Services can not be stored. This describes the ___________characteristic of

services.
a) Intangibility
b) Variability
c) Inseparability
d) Inconsistency
6. SSTS refers to __________

a) Service Standards Testing
b) Self- Service Technologies
c) Standard Service Technologies
d) Self Service Treatments
7. . The fact that a business traveller may have one very positive check-in
experience at a hotel and then a very negative check-in experience with a
different employee on a subsequent visit is evidence of service:
a) Intangibility
b) Inseparability
c) Variability
d) perishability.
8. Which of the following is not an element of physical evidence?

a) Employee Dress
b) Employee Training
c) Equipment
d) Facility Design
9. __________ is the physical surroundings or the physical facility where the service
is produced, delivered and consumed.
a) Servicespace
b) Servicescape
c) Serviceplace
d) Servicescope
10. 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
11. The extended marketing mix for services includes: People, Processes and
_________
a) Product
b) Place
c) Physical Evidence
d) Promotion
12. _________ is a tool for simultaneously depicting the service process , the points
of customer contact and the evidence of service from the customers point of view
.
a) Front of Planning
b) Service Blueprinting
c) Service standardization
d) None of these
13. Which of the following statement/s are incorrect?
a) Services are intangible
b) Services are perishable
c) Services can be co‐produced with customers
d) Services are invariable
14. Services are delivered within the marketing environment. The macro‐
environment can be analysed using which of the following tools?
a) SWOT
b) PEST
c) TOWS
d) None of the above
15. High speed Internet is an enabler between supplier push and consumer pull as
reasons for growth in services. Other enabler is
a) High‐Tech products
b) High‐Tech services
c) Low‐tech products
d) Low‐tech services
16. Services Marketing is an attractive field of study for India because:
a) Services contribute to more than half of India’s GDP
b) Services are delivered by more than half of India’s population
c) Services are more important than agriculture and manufacturing
d) All of the above
17. The gap between service providers believe of customer expectation and
customers’ actual needs and expectations is called
a) The standard Gap
b) The Delivery Gap
c) The Knowledge Gap
d) The Communication Gap
18. According to Professor G.L.Shostack, new service should have the following
attributes
a) It must be objective, not subjective
b) It must be precise , not vague
c) It must be fact driven , not opinion driven
d) All of these
19. Visiting a movie theatre is an example of
a) Low participation level of service
b) Middle participation level of service
c) High participation level of service
d) None of these
20. SERVQUAL dimensions takes account of
a) 19 dimensions
b) 29 dimensions
c) 22 dimensions
d) 7 dimensions
21. Spatial layout and functionality is an aspect of
a) Service process
b) Servicescape
c) Serviceland
d) Service luxury
22. Which is not the role of service scape
a) Facilitator
b) Socializer
c) Influencer
d) Differentiator
23. With a ________ participation level, customer work actively with the provider to
co-produce the service. Service cannot be created apart from the customer’s
purchase and active participation
a) Large
b) High
c) Low
d) Moderate
24. Which is an element of distribution flow of services ?
a) Information and promotion flow
b) Negotiation flow
c) Product flow
d) All of the above
25. __________ provide direction, guidance and feedback to employees on ways to
achieve customer satisfaction and can be quantified by measuring customer
perceptions and beliefs.
a) Hard measures
b) Soft measures
c) Punch Measures
d) Cell measures
26. Which of the following is not an element of People?
a) Motivation
b) Teamwork
c) Flow of activities
d) Customer training
27. .………………. 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
28. ……………is the difference between customer expectations and perceptions.
a) Customer Delight
b) Customer Satisfaction
c) Customer Gap
d) The supplier Gap
29. Hard measures are the characteristics and activities that can be counted, timed
or measured through ________
a) General Meeting
b) Audits
c) Random checking
d) Inspection
30. The flower of service includes
a) Core and supplementary service
b) Devine and core service
c) General and core service
d) Hard and Soft services
31. Service delivery and customer satisfaction depend on employee and customer
actions leads to _______ in service
a) Perishability
b) Inseparability
c) Heterogeneity
d) Intangibility
32. The service delivery and operating systems depends on the
a) Service delivery
b) Service quality
c) Service Process
d) Service integrity
33. Which is not an internal source of idea generation
a) Brainstorming
b) Customers
c) Suggestion box
d) R&D
34. Service concept is then tested for Marketing , technical and Economic feasibility.
Profitability of the business idea is measured in terms of three year ROI/ROCE
parameters. If in case the idea is not profitable, it is ________ immediately
without incurring further cost.
a) Moved forward
b) Invested
c) Dropped
d) Lifted
35. Servicescape acts as a __________ by separating designs of a company from its
competitor.
a) Differentiator
b) Socializer
c) Facilitator
d) Package
ANSWER KEY
Q.NO. ANS Q.NO. ANS Q.NO. ANS Q.NO. ANS Q.NO ANS
1 D 8 B 15 B 22 C 29 B
2 D 9 B 16 A 23 B 30 A
3 C 10 B 17 C 24 D 31 C
4 A 11 C 18 D 25 B 32 C
5 A 12 B 19 A 26 A 33 B
6 B 13 D 20 C 27 C 34 C
7 C 14 B 21 B 28 C 35 A

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1. Which is the basic differentiator of goods and services?

3. Services are typically produced and consumed simultaneously. This is an

4. A __________ is a form of product that consists of activities, benefits, or

5. Services can not be stored. This describes the ___________characteristic of

6. SSTS refers to __________

8. Which of the following is not an element of physical evidence?

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