Question 1

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

Accepted Answer

Financial security expert advice, safe transportation).

Question 2

Accenture is a good example of a firm that helps it clients achieve high performance.

Accepted Answer

A) True 
 B)False  True

Question 3

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 4

____________ outside peak demand periods poses a serious problem for service industries with ____________, like hotels.

Accepted Answer

A)  Low demand; high fixed costs 
B)  Low demand; low fixed costs 
C)  High demand; high fixed costs 
D)  High demand; low fixed costs 
E)  High demand; low variable costs 
A)  Low demand; high fixed costs 
B)  Low demand; low fixed costs 
C)  High demand; high fixed costs 
D)  High demand; low fixed costs 
E)  High demand; low variable costs

Question 5

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

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

Question 6

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

Accepted Answer

Case-history episode

Question 7

Discuss some of the key planning considerations of marketing communications.

Accepted Answer

Planning a marketing communications camp

Question 8

What are some communications tasks that marketers use the internet for?

Accepted Answer

Creating c

Question 9

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

Question 10

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 11

Communication messages originate only from the marketing and service delivery channels of the firm.

Accepted Answer

A) True 
 B)False

Question 12

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

Question 13

Pinstorm built a very successful model based on banner advertising.

Accepted Answer

A) True 
 B)False

Question 14

Publicizing price discounts is one way to encourage self-service on an ongoing basis.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

McDonald's

Question 16

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 17

Sales promotion includes sampling, coupon, sign-up rebates, gifts, prize promotions and special events.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

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 compl

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

Accenture is a good example of a firm that helps it clients achieve high performance.

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

outside peak demand periods poses a serious problem for service industries with , like hotels.

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

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

Discuss some of the key planning considerations of marketing communications.

What are some communications tasks that marketers use the internet for?

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

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

Communication messages originate only from the marketing and service delivery channels of the firm.

Which of the following represents a broad target audience category?

Pinstorm built a very successful model based on banner advertising.

Publicizing price discounts is one way to encourage self-service on an ongoing basis.

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

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.

Sales promotion includes sampling, coupon, sign-up rebates, gifts, prize promotions and special events.

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

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

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

Introduction to Services Marketing

Consumer Behavior in a Services Context

Positioning Services in Competitive Markets

Developing the Service Concept: Core and Supplementary Elements

Distributing Service Through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Developing 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

Organizing for Change Management and Service Leadership

Filters

Exam 7: Promoting Services and Educating Customers

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

Accenture is a good example of a firm that helps it clients achieve high performance.

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

____________ outside peak demand periods poses a serious problem for service industries with ____________, like hotels.

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

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

Discuss some of the key planning considerations of marketing communications.

What are some communications tasks that marketers use the internet for?

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

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

Communication messages originate only from the marketing and service delivery channels of the firm.

Which of the following represents a broad target audience category?

Pinstorm built a very successful model based on banner advertising.

Publicizing price discounts is one way to encourage self-service on an ongoing basis.

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

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.

Sales promotion includes sampling, coupon, sign-up rebates, gifts, prize promotions and special events.

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

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

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

Introduction to Services Marketing

Consumer Behavior in a Services Context

Positioning Services in Competitive Markets

Developing the Service Concept: Core and Supplementary Elements

Distributing Service Through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Developing 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

Organizing for Change Management and Service Leadership

Filters

outside peak demand periods poses a serious problem for service industries with , like hotels.