Question 1

Discuss the purpose of corporate design strategies and give examples of how this is done.

Accepted Answer

The objective of corporate design is to

Question 2

____________ is a form of advertising through cell phones and other wireless mobile devices.

Accepted Answer

A)  Podcasting 
B)  Mobile advertising 
C)  TIVo 
D)  YouTube 
E)  Facebooking 
A)  Podcasting 
B)  Mobile advertising 
C)  TIVo 
D)  YouTube 
E)  Facebooking

Question 3

Direct marketing involves efforts to stimulate positive interest in an organization and its products by sending out news releases, holding press conferences, staging special events, and sponsoring newsworthy activities put on by third parties.

Accepted Answer

A) True 
 B)False

Question 4

List an advertising strategy used to overcome non-searchability aspects of a service.

Accepted Answer

Consumption document

Question 5

What is one of the most widely recognized corporate symbols in the world?

Accepted Answer

McDonald's

Question 6

List the five W's in the checklist for marketing communications planning.

Accepted Answer

Who is our target audience, wh

Question 7

Discuss mental impalpability and provide an example of a strategy in advertising used by a firm to overcome mental impalpability.

Accepted Answer

Mental impalpability refers to the compl

Question 8

Ads based on ____________ strategies are often perceived as more informative than ____________ ads.

Accepted Answer

A)  visualization; text-only 
B)  expert; power 
C)  visualization; affective 
D)  utilitarian; text-only 
E)  visualization; expert 
A)  visualization; text-only 
B)  expert; power 
C)  visualization; affective 
D)  utilitarian; text-only 
E)  visualization; expert

Question 9

SAS International Hotels devised which of the following sales promotions targeted at older consumers?

Accepted Answer

A)  First to provide senior citizen discounts. 
B)  Provided a discount percent equivalent to their age. 
C)  A free hotel room if large family gatherings were held at the hotel. 
D)  Free ballroom service for large family gatherings. 
E)  Discount for large family gatherings. 
A)  First to provide senior citizen discounts. 
B)  Provided a discount percent equivalent to their age. 
C)  A free hotel room if large family gatherings were held at the hotel. 
D)  Free ballroom service for large family gatherings. 
E)  Discount for large family gatherings.

Question 10

Advertising and promotions do little to help change the timing of customer usage.

Accepted Answer

A) True 
 B)False

Question 11

Firms can win wide exposure through sponsorship of sporting events and other high-profile activities like the Olympics and World Cup for soccer.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following would be classified under generality in intangibility?

Accepted Answer

A)  Safety. 
B)  A hamburger. 
C)  An airline seat. 
D)  Facility appearance. 
E)  Expert advice. 
A)  Safety. 
B)  A hamburger. 
C)  An airline seat. 
D)  Facility appearance. 
E)  Expert advice.

Question 13

DHL gained significant favorable publicity when it safely transported two giant pandas from Chengdu, China to the National Zoo in Washington, D.C.
D.C.
(False; Moderate; p. 197)

Accepted Answer

A) True 
 B)False

Question 14

Discuss the impact that technology like TiVo has on marketing communications efforts.

Accepted Answer

TiVo is the modern version of a VCR. It

Question 15

Discuss some of the key planning considerations of marketing communications.

Accepted Answer

Planning a marketing communications camp

Question 16

Sponsored links are ads that are not initiated by a search, but simply get displayed when a user browses a website.

Accepted Answer

A) True 
 B)False

Question 17

Communication is the most visible or audible of marketing activities, but its value is limited unless it is used intelligently in conjunction with other marketing efforts.

Accepted Answer

A) True 
 B)False

Question 18

In low-contact services, frontline personnel are central to service delivery.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is NOT a communication task for which marketers use the Internet?

Accepted Answer

A)  Promoting consumer awareness and interest. 
B)  Providing information and consultation. 
C)  Facilitating two-way communications with customers through e-mail and chat rooms. 
D)  Enabling customers to place orders. 
E)  Reducing service demand through electronic tracking. 
A)  Promoting consumer awareness and interest. 
B)  Providing information and consultation. 
C)  Facilitating two-way communications with customers through e-mail and chat rooms. 
D)  Enabling customers to place orders. 
E)  Reducing service demand through electronic tracking.

Question 20

Giving price discounts is one way to encourage customers to try and switch to self-service.

Accepted Answer

A) True 
 B)False

Discuss the purpose of corporate design strategies and give examples of how this is done.

____________ is a form of advertising through cell phones and other wireless mobile devices.

Direct marketing involves efforts to stimulate positive interest in an organization and its products by sending out news releases, holding press conferences, staging special events, and sponsoring newsworthy activities put on by third parties.

List an advertising strategy used to overcome non-searchability aspects of a service.

What is one of the most widely recognized corporate symbols in the world?

List the five W's in the checklist for marketing communications planning.

Discuss mental impalpability and provide an example of a strategy in advertising used by a firm to overcome mental impalpability.

Ads based on strategies are often perceived as more informative than ads.

SAS International Hotels devised which of the following sales promotions targeted at older consumers?

Advertising and promotions do little to help change the timing of customer usage.

Firms can win wide exposure through sponsorship of sporting events and other high-profile activities like the Olympics and World Cup for soccer.

Which of the following would be classified under generality in intangibility?

DHL gained significant favorable publicity when it safely transported two giant pandas from Chengdu, China to the National Zoo in Washington, D.C. D.C. (False; Moderate; p. 197)

Discuss the impact that technology like TiVo has on marketing communications efforts.

Discuss some of the key planning considerations of marketing communications.

Sponsored links are ads that are not initiated by a search, but simply get displayed when a user browses a website.

Communication is the most visible or audible of marketing activities, but its value is limited unless it is used intelligently in conjunction with other marketing efforts.

In low-contact services, frontline personnel are central to service delivery.

Which of the following is NOT a communication task for which marketers use the Internet?

Giving price discounts is one way to encourage customers to try and switch to self-service.

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

Discuss the purpose of corporate design strategies and give examples of how this is done.

____________ is a form of advertising through cell phones and other wireless mobile devices.

Direct marketing involves efforts to stimulate positive interest in an organization and its products by sending out news releases, holding press conferences, staging special events, and sponsoring newsworthy activities put on by third parties.

List an advertising strategy used to overcome non-searchability aspects of a service.

What is one of the most widely recognized corporate symbols in the world?

List the five W's in the checklist for marketing communications planning.

Discuss mental impalpability and provide an example of a strategy in advertising used by a firm to overcome mental impalpability.

Ads based on ____________ strategies are often perceived as more informative than ____________ ads.

SAS International Hotels devised which of the following sales promotions targeted at older consumers?

Advertising and promotions do little to help change the timing of customer usage.

Firms can win wide exposure through sponsorship of sporting events and other high-profile activities like the Olympics and World Cup for soccer.

Which of the following would be classified under generality in intangibility?

DHL gained significant favorable publicity when it safely transported two giant pandas from Chengdu, China to the National Zoo in Washington, D.C. D.C. (False; Moderate; p. 197)

Discuss the impact that technology like TiVo has on marketing communications efforts.

Discuss some of the key planning considerations of marketing communications.

Sponsored links are ads that are not initiated by a search, but simply get displayed when a user browses a website.

Communication is the most visible or audible of marketing activities, but its value is limited unless it is used intelligently in conjunction with other marketing efforts.

In low-contact services, frontline personnel are central to service delivery.

Which of the following is NOT a communication task for which marketers use the Internet?

Giving price discounts is one way to encourage customers to try and switch to self-service.

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

Ads based on strategies are often perceived as more informative than ads.