Service Marketing MCQs and Notes

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📊 Service Marketing
Q. Word-of-Mouth communication networks are particularly important for service firms because
  • (A) Service customers tend to rely more on personal than the non-personal source of information
  • (B) Service firms only offer one brand of service.
  • (C) Service firms can seldom afford to pay for promotional efforts.
  • (D) Service customers tend to rely more on non-personal than personal sources of information
💬 Discuss
✅ Correct Answer: (A) Service customers tend to rely more on personal than the non-personal source of information
📊 Service Marketing
Q. Branding of services becomes difficult because they are
  • (A) Intangible.
  • (B) Heterogeneous.
  • (C) Perishable.
  • (D) Inseparable.
💬 Discuss
✅ Correct Answer: (A) Intangible.
📊 Service Marketing
Q. Which of the following communication objectives becomes the most important during the post-consumption evaluation stage
  • (A) Informing customers
  • (B) Managing customer expectations.
  • (C) Reducing consumer perceived risk
  • (D) Persuading customers
💬 Discuss
✅ Correct Answer: (C) Reducing consumer perceived risk
📊 Service Marketing
Q. Tangible clues are more important when services are
  • (A) Highly perishable.
  • (B) Tangible dominant.
  • (C) Intangible dominant
  • (D) Heterogeneous
💬 Discuss
✅ Correct Answer: (C) Intangible dominant
📊 Service Marketing
Q. The perceived consequences of a consumer s purchase decision are
  • (A) Financial, social and performance
  • (B) Social, ethical and performance.
  • (C) Performance, social and ethical.
  • (D) Ethical, social and psychological
💬 Discuss
✅ Correct Answer: (A) Financial, social and performance
📊 Service Marketing
Q. The primary objective of a firms communication mix during the pre-consumption choice stage is to
  • (A) sell the product
  • (B) Minimize the perceived risk associated with the purchase
  • (C) Encourage repeat purchases
  • (D) Persuasively convince customers why the firms brand is superior to the competitors
💬 Discuss
✅ Correct Answer: (D) Persuasively convince customers why the firms brand is superior to the competitors
📊 Service Marketing
Q. Which one of the following communication approaches would be appropriate during the growth and maturity stages of the product life cycle?
  • (A) Informational.
  • (B) Informational and persuasive
  • (C) Persuasive.
  • (D) Persuasive and reminder
💬 Discuss
✅ Correct Answer: (D) Persuasive and reminder
📊 Service Marketing
Q. Which of the following is not a communication objective during the maturity and decline stages of the product life cycle?
  • (A) Encourage repeat purchases
  • (B) Provide ongoing contact with customers
  • (C) Prepare the way for personal selling efforts
  • (D) Express gratitude to the existing customer base.
💬 Discuss
✅ Correct Answer: (B) Provide ongoing contact with customers
📊 Service Marketing
Q. The appropriate communication content during the introduction stage of the product life cycle would be
  • (A) Informational.
  • (B) Informational and persuasive
  • (C) Persuasive.
  • (D) Persuasive and reminder.
💬 Discuss
✅ Correct Answer: (B) Informational and persuasive
📊 Service Marketing
Q. Differentiation approaches such as competence, courtesy, reliability, and responsiveness are forms of
  • (A) Product differentiation
  • (B) Personnel differentiation
  • (C) Image differentiation
  • (D) Service differentiation.
💬 Discuss
✅ Correct Answer: (B) Personnel differentiation

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