Question 1

DHL gained significant favorable publicity when it safely transported two giant pandas from Chengdu, China to the National Zoo in Washington, D.C.

Accepted Answer

A) True 
 B)False  False

Question 2

Discuss mental impalpability and provide two examples of strategies in advertising used by some firms to overcome mental impalpability.

Accepted Answer

Mental impalpability refers to the complexity, multidimensionality, or novelty of a service such that it is difficult for consumers to understand what the experience of using the service will be like and what benefits will result. An example of a firm that utilizes advertising strategies to combat mental impalpability is Accenture, who uses a golfing situation with Tiger Woods as a metaphor for the high-performance business that Accenture can provide. Another example is the "priceless" experience expressed by MasterCard advertising that shows all of the tangible and intangible aspects of purchases that can be made with their service.

Question 3

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

Accepted Answer

McDonald's golden arches.

Question 4

Communication objectives are "what" decisions while "where" and "how" are tactical decisions.

Accepted Answer

A) True 
 B)False

Question 5

A sticky site is

Accepted Answer

A) slow to download 
B) not updated frequently 
C) high in quality content 
D) Only a & b. 
A) slow to download 
B) not updated frequently 
C) high in quality content 
D) Only a & b.

Question 6

Subjective claims in service marketing can be presented through a testimonial.

Accepted Answer

A) True 
 B)False

Question 7

What are the common communication objectives along the communication funnel?

Accepted Answer

At the customer acquisition stage, the m

Question 8

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

Accepted Answer

"You're in Good Hand

Question 9

Corporate communication is essential to ensure that a consistent style and message is communicated through all the channels

Accepted Answer

A) True 
 B)False

Question 10

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 11

Non-personal mass media tend to be effective in creating awareness and positioning the service.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following does NOT represent sales promotion considerations?

Accepted Answer

A) Focus on permission-based marketing 
B) Provide an incentive for purchase 
C) Time specificity 
D) Customer group focus 
A) Focus on permission-based marketing 
B) Provide an incentive for purchase 
C) Time specificity 
D) Customer group focus

Question 13

The AIDA model moves from cognitive to affective to behavioural responses.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

Consumption document

Question 15

Fedex's Panda One is built on ____________.

Accepted Answer

A) direct marketing 
B) advertising 
C) personal selling 
D) sales promotion 
E) public relations 
A) direct marketing 
B) advertising 
C) personal selling 
D) sales promotion 
E) public relations

Question 16

Which of the following is not a communication objective?

Accepted Answer

A) Position the brand 
B) Manage customer search 
C) Manage customer satisfaction 
D) Manage communication channels 
A) Position the brand 
B) Manage customer search 
C) Manage customer satisfaction 
D) Manage communication channels

Question 17

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

Accepted Answer

Who is our target audience, wh

Question 18

Corporate design includes ____________.

Accepted Answer

A) trademarked symbols 
B) tangible, recognizable symbols 
C) corporate colors. 
D) All of the above. 
A) trademarked symbols 
B) tangible, recognizable symbols 
C) corporate colors. 
D) All of the above.

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

Service delivery channels include ____________.

Accepted Answer

A) Service outlets 
B) Self-service delivery points 
C) Front-line employees 
D) All of the above 
A) Service outlets 
B) Self-service delivery points 
C) Front-line employees 
D) All of the above

DHL gained significant favorable publicity when it safely transported two giant pandas from Chengdu, China to the National Zoo in Washington, D.C.

Discuss mental impalpability and provide two examples of strategies in advertising used by some firms to overcome mental impalpability.

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

Communication objectives are "what" decisions while "where" and "how" are tactical decisions.

A sticky site is

Subjective claims in service marketing can be presented through a testimonial.

What are the common communication objectives along the communication funnel?

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

Corporate communication is essential to ensure that a consistent style and message is communicated through all the channels

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

Non-personal mass media tend to be effective in creating awareness and positioning the service.

Which of the following does NOT represent sales promotion considerations?

The AIDA model moves from cognitive to affective to behavioural responses.

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

Fedex's Panda One is built on ____________.

Which of the following is not a communication objective?

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

Corporate design includes ____________.

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?

Service delivery channels include ____________.

Introduction to Services Marketing

Customer Behavior in a Services Context

Positioning Services in Competitive Markets

Developing Service Products Core and Supplementary Elements

Distributing Service through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Designing and Managing Service Processes

Balancing Demand against 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

Building a World-Class Service Organization

Filters

Exam 7: Promoting Services and Educating Customers

DHL gained significant favorable publicity when it safely transported two giant pandas from Chengdu, China to the National Zoo in Washington, D.C.

Discuss mental impalpability and provide two examples of strategies in advertising used by some firms to overcome mental impalpability.

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

Communication objectives are "what" decisions while "where" and "how" are tactical decisions.

A sticky site is

Subjective claims in service marketing can be presented through a testimonial.

What are the common communication objectives along the communication funnel?

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

Corporate communication is essential to ensure that a consistent style and message is communicated through all the channels

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

Non-personal mass media tend to be effective in creating awareness and positioning the service.

Which of the following does NOT represent sales promotion considerations?

The AIDA model moves from cognitive to affective to behavioural responses.

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

Fedex's Panda One is built on ____________.

Which of the following is not a communication objective?

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

Corporate design includes ____________.

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?

Service delivery channels include ____________.

Introduction to Services Marketing

Customer Behavior in a Services Context

Positioning Services in Competitive Markets

Developing Service Products Core and Supplementary Elements

Distributing Service through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Designing and Managing Service Processes

Balancing Demand against 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

Building a World-Class Service Organization

Filters