Question 1

Which of the following is not a role played by service marketing communications?

Accepted Answer

A) Add value through communication content. 
B) Facilitate customer involvement in service production. 
C) Positioning to attract investors. 
D) Stimulate or dampen demand to match capacity. 
E) Position and differentiate the service. 
A) Add value through communication content. 
B) Facilitate customer involvement in service production. 
C) Positioning to attract investors. 
D) Stimulate or dampen demand to match capacity. 
E) Position and differentiate the service. C

Question 2

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 3

Easyjet built a very successful model based on banner advertising.

Accepted Answer

A) True 
 B)False  False

Question 4

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 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

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 7

Discuss some of the key planning considerations of marketing communications.

Accepted Answer

Planning a marketing communications camp

Question 8

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

Accepted Answer

Traditional marketing communication stra

Question 9

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 10

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

Accepted Answer

A) True 
 B)False

Question 11

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 12

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

Accepted Answer

TiVo is the modern version of a VCR.It a

Question 13

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 14

UPS is strongly associated with brown,which gives it the image of being reliable and trustworthy.

Accepted Answer

A) True 
 B)False

Question 15

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 16

Give an example of how Starbucks can show the contribution of service personnel and backstage operations.

Accepted Answer

Starbucks has publicity materials and we

Question 17

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

Accepted Answer

Creating consumer awareness and interest

Question 18

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

Accepted Answer

McDonald's

Question 19

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

Accepted Answer

Companies have succeeded in creating tan

Question 20

Communications is more than just advertising,public relations and professional salespeople.It is also where marketers explain and promote the value proposition of their offering.

Accepted Answer

A) True 
 B)False

Which of the following is not a role played by service marketing communications?

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

Easyjet built a very successful model based on banner advertising.

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 .

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

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

Discuss some of the key planning considerations of marketing communications.

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

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

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

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?

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

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

UPS is strongly associated with brown,which gives it the image of being reliable and trustworthy.

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.

Give an example of how Starbucks can show the contribution of service personnel and backstage operations.

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

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

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

Communications is more than just advertising,public relations and professional salespeople.It is also where marketers explain and promote the value proposition of their offering.

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

Organizing for Service Leadership

Filters

Exam 7: Promoting Services and Educating Customers

Which of the following is not a role played by service marketing communications?

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

Easyjet built a very successful model based on banner advertising.

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 ____________.

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

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

Discuss some of the key planning considerations of marketing communications.

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

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

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

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?

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

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

UPS is strongly associated with brown,which gives it the image of being reliable and trustworthy.

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.

Give an example of how Starbucks can show the contribution of service personnel and backstage operations.

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

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

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

Communications is more than just advertising,public relations and professional salespeople.It is also where marketers explain and promote the value proposition of their offering.

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

Organizing for 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 .