Question 1

One approach to training customers, recommended by advertising experts is to ____________.

Accepted Answer

A)  train employees like customers 
B)  use radio advertising 
C)  show service delivery in action 
D)  design palpable service environments 
E)  explain service procedures in advance 
A)  train employees like customers 
B)  use radio advertising 
C)  show service delivery in action 
D)  design palpable service environments 
E)  explain service procedures in advance C

Question 2

Which of the following is NOT one of the four problems for marketers seeking to promote a service's benefits described by Banwari Mittal?

Accepted Answer

A)  Distribution 
B)  Abstractness 
C)  Generality 
D)  Non-searchability 
E)  Mental impalpability 
A)  Distribution 
B)  Abstractness 
C)  Generality 
D)  Non-searchability 
E)  Mental impalpability A

Question 3

Blogs (Web logs) are frequently modified Web pages in which entries are listed in chronological sequence.

Accepted Answer

A) True 
 B)False  False

Question 4

Which hotel company utilized a non-traditional media campaign centered around remodeling a subway car to reposition its brand?

Accepted Answer

A)  Marriott 
B)  Hilton 
C)  Choice Hotels 
D)  Westin 
E)  Sheraton 
A)  Marriott 
B)  Hilton 
C)  Choice Hotels 
D)  Westin 
E)  Sheraton

Question 5

Which of the following is NOT a common educational and promotional objective in service settings?

Accepted Answer

A)  Build awareness and interest in an unfamiliar service or brand. 
B)  Reposition a service relative to competing offerings. 
C)  Familiarize customers with service processes in advance of use. 
D)  Encourage trial of competing products. 
E)  Recognize and reward valued customers. 
A)  Build awareness and interest in an unfamiliar service or brand. 
B)  Reposition a service relative to competing offerings. 
C)  Familiarize customers with service processes in advance of use. 
D)  Encourage trial of competing products. 
E)  Recognize and reward valued customers.

Question 6

Customers do not need training to help them perform well because they already know what they want.

Accepted Answer

A) True 
 B)False

Question 7

List an advertising strategy used to overcome mental impalpability aspects of a service.

Accepted Answer

Case-history episode

Question 8

Which firm uses humor (like the Loading Bar) to make its advertising for high-speed Internet service stand out?

Accepted Answer

A)  AOL 
B)  Net-Zero 
C)  Mystic 
D)  Xenia 
E)  Comcast 
A)  AOL 
B)  Net-Zero 
C)  Mystic 
D)  Xenia 
E)  Comcast

Question 9

What are the four key characteristics of a "sticky" Web site?

Accepted Answer

High quality content

Question 10

Describe the differences between traditional marketing communication strategies and service business communication strategies.

Accepted Answer

Traditional marketing communication stra

Question 11

____________ and ____________ represent important ways to add value to a product.

Accepted Answer

A)  Reciprocation; classification 
B)  Information; classification 
C)  Information; consultation 
D)  Reciprocation; consultation 
E)  Reciprocation; mediation 
A)  Reciprocation; classification 
B)  Information; classification 
C)  Information; consultation 
D)  Reciprocation; consultation 
E)  Reciprocation; mediation

Question 12

An example of a form of personal communication is

Accepted Answer

A)  The internet 
B)  Signage 
C)  Press conferences 
D)  Telemarketing 
E)  Gifts 
A)  The internet 
B)  Signage 
C)  Press conferences 
D)  Telemarketing 
E)  Gifts

Question 13

Communications experts do not distinguish between personal communications and impersonal communications because they can both be directed at the same receivers.

Accepted Answer

A) True 
 B)False

Question 14

Accenture is a good example of a firm that promotes its ability to help clients turn innovative ideas into results.

Accepted Answer

A) True 
 B)False

Question 15

Give an example of an intangible abstract concept in service promotion.

Accepted Answer

Financial security (

Question 16

____________ refers to a group of technologies for distributing audio or video programs over the Internet using a publisher/subscriber method.

Accepted Answer

A)  Podcasting 
B)  Webcasting 
C)  Websiting 
D)  Webenabling 
E)  Webscribing 
A)  Podcasting 
B)  Webcasting 
C)  Websiting 
D)  Webenabling 
E)  Webscribing

Question 17

Communication efforts are used only to attract new customers.

Accepted Answer

A) True 
 B)False

Question 18

Give an example of a metaphor used to communicate a firm's value proposition.

Accepted Answer

"You're in Good Hand

Question 19

According to the chapter, why are BP's bright green and yellow, Texaco's red, black and white, and Sunoco's blue, maroon, and yellow so strikingly different?

Accepted Answer

Corporate design is particularly importa

Question 20

Which of the following represents a broad target audience category?

Accepted Answer

A)  Donors 
B)  Competitors 
C)  Employees 
D)  Contractors 
E)  Franchisers 
A)  Donors 
B)  Competitors 
C)  Employees 
D)  Contractors 
E)  Franchisers

One approach to training customers, recommended by advertising experts is to ____________.

Which of the following is NOT one of the four problems for marketers seeking to promote a service's benefits described by Banwari Mittal?

Blogs (Web logs) are frequently modified Web pages in which entries are listed in chronological sequence.

Which hotel company utilized a non-traditional media campaign centered around remodeling a subway car to reposition its brand?

Which of the following is NOT a common educational and promotional objective in service settings?

Customers do not need training to help them perform well because they already know what they want.

List an advertising strategy used to overcome mental impalpability aspects of a service.

Which firm uses humor (like the Loading Bar) to make its advertising for high-speed Internet service stand out?

What are the four key characteristics of a "sticky" Web site?

Describe the differences between traditional marketing communication strategies and service business communication strategies.

and represent important ways to add value to a product.

An example of a form of personal communication is

Communications experts do not distinguish between personal communications and impersonal communications because they can both be directed at the same receivers.

Accenture is a good example of a firm that promotes its ability to help clients turn innovative ideas into results.

Give an example of an intangible abstract concept in service promotion.

____________ refers to a group of technologies for distributing audio or video programs over the Internet using a publisher/subscriber method.

Communication efforts are used only to attract new customers.

Give an example of a metaphor used to communicate a firm's value proposition.

According to the chapter, why are BP's bright green and yellow, Texaco's red, black and white, and Sunoco's blue, maroon, and yellow so strikingly different?

Which of the following represents a broad target audience category?

New Perspectives on Marketing in the Service Economy

Consumer Behavior in a Services Context

Positioning Services in Competitive Markets

Developing Service Products: Core and Supplementary Elements

Distributing Services Through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Designing and Managing Service Processes

Balancing Demand and Productive Capacity

Crafting the Service Environment

Managing People for Service Advantage

Managing Relationships and Building Loyalty

Complaint Handling and Service Recovery

Improving Service Quality and Productivity

Striving for Service Leadership

Filters

Exam 7: Promoting Services and Educating Customers

One approach to training customers, recommended by advertising experts is to ____________.

Which of the following is NOT one of the four problems for marketers seeking to promote a service's benefits described by Banwari Mittal?

Blogs (Web logs) are frequently modified Web pages in which entries are listed in chronological sequence.

Which hotel company utilized a non-traditional media campaign centered around remodeling a subway car to reposition its brand?

Which of the following is NOT a common educational and promotional objective in service settings?

Customers do not need training to help them perform well because they already know what they want.

List an advertising strategy used to overcome mental impalpability aspects of a service.

Which firm uses humor (like the Loading Bar) to make its advertising for high-speed Internet service stand out?

What are the four key characteristics of a "sticky" Web site?

Describe the differences between traditional marketing communication strategies and service business communication strategies.

____________ and ____________ represent important ways to add value to a product.

An example of a form of personal communication is

Communications experts do not distinguish between personal communications and impersonal communications because they can both be directed at the same receivers.

Accenture is a good example of a firm that promotes its ability to help clients turn innovative ideas into results.

Give an example of an intangible abstract concept in service promotion.

____________ refers to a group of technologies for distributing audio or video programs over the Internet using a publisher/subscriber method.

Communication efforts are used only to attract new customers.

Give an example of a metaphor used to communicate a firm's value proposition.

According to the chapter, why are BP's bright green and yellow, Texaco's red, black and white, and Sunoco's blue, maroon, and yellow so strikingly different?

Which of the following represents a broad target audience category?

New Perspectives on Marketing in the Service Economy

Consumer Behavior in a Services Context

Positioning Services in Competitive Markets

Developing Service Products: Core and Supplementary Elements

Distributing Services Through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Designing and Managing Service Processes

Balancing Demand and Productive Capacity

Crafting the Service Environment

Managing People for Service Advantage

Managing Relationships and Building Loyalty

Complaint Handling and Service Recovery

Improving Service Quality and Productivity

Striving for Service Leadership

Filters

and represent important ways to add value to a product.