Exam 9: Promoting the Interactive Service Experience

A service organization's overall promotional effort cannot add value to its service offering.

Which,if any,of the following is NOT a recommended guideline for advertising services?

Which promotional tool is used primarily to create excitement and generate business for a service organization in the short run?

Themes and symbols may be used to establish advertising continuity in the customer's mind.

Suggestive selling is the act of offering additional or complementary service-related options to a service customer.

COMPLETION QUESTIONS Integrated Marketing Communication Tangibilizing the Service Promotion Promotion Mix Advertising Personal Selling Sales Promotions Public Relations Word-of-Mouth Communication Vividness Strategy Suggestive Selling Publicity The Internet -_________________ is generally perceived to be more credible than commercially sponsored promotion.

COMPLETION QUESTIONS Integrated Marketing Communication Tangibilizing the Service Promotion Promotion Mix Advertising Personal Selling Sales Promotions Public Relations Word-of-Mouth Communication Vividness Strategy Suggestive Selling Publicity The Internet -The ______________ consists of personal selling,publicity/public relations,sales promotions,and advertising.

Publicity and public relations are not very helpful for promoting new or high-risk offerings.

The Internet enables positive and negative publicity to be spread more rapidly through a service organization's target market.

Which is NOT a services marketing mix element that can be used to communicate with the customer?

Service firms can address the variability of services by capitalizing on word-of-mouth communication.

Which of the following is NOT a concern in the selling of services?

How does each of the 7Ps help customers gain a clearer picture of a service?

Interactive imagery attempts to establish a strong link between an organization's name and its service-offering performance within the customer's mind.

Personal selling is an attractive tool for informing or persuading customers about complex or expensive services.

COMPLETION QUESTIONS Integrated Marketing Communication Tangibilizing the Service Promotion Promotion Mix Advertising Personal Selling Sales Promotions Public Relations Word-of-Mouth Communication Vividness Strategy Suggestive Selling Publicity The Internet -Of the service marketing mix elements,______ is the principal method for communicating with customers.

In order to persuade customers to try and adopt their products,it is a good idea for service organizations to develop advertising campaigns that overpromise.

The Internet enables service organizations to qualify and target narrow segments of customers in novel and interactive ways.

It is not necessary for service organizations to have plans in place to overcome or control negative publicity when it occurs.

COMPLETION QUESTIONS Integrated Marketing Communication Tangibilizing the Service Promotion Promotion Mix Advertising Personal Selling Sales Promotions Public Relations Word-of-Mouth Communication Vividness Strategy Suggestive Selling Publicity The Internet -_____________ is an attractive tool for informing or persuading customers about complex or expensive services.