Question 1

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

Accepted Answer

A)  Build awareness of 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 and employees. 
A)  Build awareness of 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 and employees.

Question 2

In ____________ services, where much of the firm's expertise is hidden, firms may need to illustrate equipment, procedures, and employee activities that are taking place ____________.

Accepted Answer

A)  high-contact; front-stage 
B)  low-contact; backstage 
C)  high-contact; backstage 
D)  low-contact; front-stage 
E)  high-contact; intangibly 
A)  high-contact; front-stage 
B)  low-contact; backstage 
C)  high-contact; backstage 
D)  low-contact; front-stage 
E)  high-contact; intangibly

Question 3

Discuss how firms use symbols as a basis for corporate branding.

Accepted Answer

Companies have succeeded in creating tan

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

In services, where much of the firm's expertise is hidden, firms may need to illustrate equipment, procedures, and employee activities that are taking place .

Discuss how firms use symbols as a basis for corporate branding.

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

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

In ____________ services, where much of the firm's expertise is hidden, firms may need to illustrate equipment, procedures, and employee activities that are taking place ____________.

Discuss how firms use symbols as a basis for corporate branding.

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

In services, where much of the firm's expertise is hidden, firms may need to illustrate equipment, procedures, and employee activities that are taking place .