Question 1

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 D

Question 2

What were the two important managerial implications of the hedonic versus utilitarian advertising study shown in the chapter?

Accepted Answer

1) Use pictures to tangibilize the value proposition and 2) documentation helps readers to visualize especially hedonic services.

Question 3

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

Accepted Answer

A) True 
 B)False  False

Question 4

Mental impalpability refers to the fact that intangibles cannot be searched or inspected before they are purchased.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

"You're in Good Hand

Question 6

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 7

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 8

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 9

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

Accepted Answer

McDonald's

Question 10

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

Accepted Answer

Traditional marketing communication stra

Question 11

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

Question 12

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 13

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 14

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

Accepted Answer

Financial security e

Question 15

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

Accepted Answer

High quality content

Question 16

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 17

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 18

____________ 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 19

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

Question 20

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.

An example of a form of personal communication is

What were the two important managerial implications of the hedonic versus utilitarian advertising study shown in the chapter?

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

Mental impalpability refers to the fact that intangibles cannot be searched or inspected before they are purchased.

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?

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

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

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

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

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

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.

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

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

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

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

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

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

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

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

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 C

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

An example of a form of personal communication is

What were the two important managerial implications of the hedonic versus utilitarian advertising study shown in the chapter?

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

Mental impalpability refers to the fact that intangibles cannot be searched or inspected before they are purchased.

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?

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

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

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

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

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

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.

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

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

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

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

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

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

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

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

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 C

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