Deck 9: Promoting the Interactive Service Experience

Question 1

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

Answer 1

False

Question 2

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

Answer 2

False

Question 3

Organizations that rely heavily on sales promotions run the risk of creating a circumstance in which some customers will use its services only when a sales promotion is offered.

Answer 3

True

Question 4

Service marketers are doing a good job of harnessing the potential of IMC.

Question 5

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

Question 6

Promotion is one element among the services marketing mix's 4Ps specifically designed to communicate with the customer.

Question 7

Service marketers should consider using integrated marketing communication when they want to produce a consistent image of their service offerings.

Question 8

The guidelines for advertising services applies equally well to all services.

Question 9

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

Question 10

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.

Question 11

Sales promotions are not as good as the other promotional tools for stimulating demand for a service with excess capacity.

Question 12

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

Question 13

Advertising does not play a key role in supporting the other promotional tools.

Question 14

When developing service advertisements,service organizations need not consider the possibility of advertising to their employees.

Question 15

Tangibilizing the service means making it more concrete,thus enabling customers to understand it.

Question 16

A vividness strategy is an advertising approach that attempts to tangibilize the intangible.

Question 17

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

Question 18

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

Question 19

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

Question 20

Word-of-mouth communication is often perceived as not being very credible by customers.

Question 21

It is not yet possible to utilize social media to advertise service products.

Question 22

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

Question 23

A free sample is an example of

A)an advertisement.
B)publicity.
C)a sales promotion.
D)public relations.
E)integrated marketing communication.

Question 24

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.

Question 25

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.

Question 26

Which of the following approaches is not intended to establish a strong link between an organization's name and the service offering through interactive imagery?

A)Using pictorial representations
B)Image-laden verbal associations
C)Letter accentuation
D)All of these may be used to establish a strong link between the organization's name and the service offering.
E)None of these may be used to establish a strong link between the organization's name and the service offering.

Question 27

Which of the following is NOT an element of the services promotional mix?

A)Personal selling
B)Participants
C)Public relations
D)Sales promotion
E)Advertising

Question 28

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
______________________ refers to making the service more concrete.

Question 29

The promotional element of the services marketing mix can be used to accomplish all of the following functions EXCEPT

A)inform.
B)persuade.
C)remind.
D)add value.
E)Promotion can be used to accomplish all of these functions.

Question 30

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

A)Orchestrating the service purchase
B)Tangibilizing the service
C)Recognizing customer involvement during the service design process
D)All of these are concerns in the selling of services.
E)None of these are concerns in the selling of services.

Question 31

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
____________ are particularly well suited to stimulating short-run demand for a service with excess capacity.

Question 32

Advertising goals of services are sometimes captured by the acronym AIDA,which stands for

A)attention,interest,desire,action.
B)attention,ideas,demand,action.
C)attributes,interest,desire,attitude.
D)attitude,interest,demand,activity.
E)None of these.

Question 33

Service organizations are shifting their promotion strategies and budgets towards more online advertising.

Question 34

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

A)Provide tangible cues
B)Capitalize on word-of-mouth communication
C)Make sure that the service is understood
D)All of these are recommended guidelines for advertising services.
E)None of these are recommended for advertising services.

Question 35

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

A)Price
B)Place
C)Physical evidence
D)Process of service assembly
E)All of these factors are service marketing mix elements.

Question 36

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
____________________ refers to the pursuit of a single positioning concept for an organization or its products,which is achieved by planning,coordinating,and unifying all its communication efforts.

Question 37

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.

Question 38

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
_________ can reach large audiences quickly and provide them with valuable information,persuasive arguments,forceful reminders,and an enhanced service image.

Question 39

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

Question 40

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

A)Advertising
B)Personal selling
C)Public relations
D)Sales promotion
E)All of these tools are used primarily to create excitement and generate business for a service organization in the short run.

Question 41

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 best _____________ that a service organization can receive comes from its customers.

Question 42

Describe the guidelines for developing effective service advertisements.

Question 43

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
___________________ can generate product appeal by linking a service to a popular event or social cause.

Question 44

Describe the primary function(s)of promotion.

Question 45

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.

Question 46

What is the relationship between integrated marketing communication and the promotional mix?

Question 47

A local service provider is thinking about hiring you to promote its service.During your interview with the provider,the owner asked you to explain how a service provider could effectively communicate something that cannot be seen? How would you answer the question?

Question 48

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

Question 49

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
During the context of providing a service to a customer,the opportunity exists for ______________,which is the act of offering additional or complementary service-related options.

Question 50

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
____________ has profoundly influenced how services are promoted.

Question 51

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
________________ uses concrete language,tangible objects,and dramatization techniques to tangibilize the intangible.

Question 52

A service organization wanted to enhance the vividness of its services advertising.You are considered an expert in this area.What recommendations would you offer to enhance the vividness of the service organization's services advertising?

Question 53

Can the promotional mix elements be interchanged to accomplish the service organization's promotional objectives? Explain your answer.