Deck 7: Promoting Services and Educating Customers

Question 1

Advertising and promotions do little to help change the timing of customer usage.

Answer 1

False

Question 2

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

A) Distribution
B) Abstractness
C) Generality
D) Non-searchability
E) Mental impalpability

Answer 2

A

Question 3

Communications experts do not distinguish between personal communications and impersonal communications because they can both be directed at the same receivers.

Answer 3

False

Question 4

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

Question 5

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.

Question 6

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

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 7

Blogs (Web logs) are frequently modified Web pages in which entries are listed in chronological sequence.

Question 8

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

A) Build awareness 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.

Question 9

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

A) Safety.
B) A hamburger.
C) An airline seat.
D) Facility appearance.
E) Expert advice.

Question 10

Ads based on ____________ strategies are often perceived as more informative than ____________ ads.

A) visualization; text-only
B) expert; power
C) visualization; affective
D) utilitarian; text-only
E) visualization; expert

Question 11

In low-contact services, frontline personnel are central to service delivery.

Question 12

Communication is the most visible or audible of marketing activities, but its value is limited unless it is used intelligently in conjunction with other marketing efforts.

Question 13

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

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 14

Which of the following represents a broad target audience category?

A) Donors
B) Competitors
C) Employees
D) Contractors
E) Franchisers

Question 15

____________ and ____________ represent important ways to add value to a product.

A) Reciprocation; classification
B) Information; classification
C) Information; consultation
D) Reciprocation; consultation
E) Reciprocation; mediation

Question 16

Communication efforts are used only to attract new customers.

Question 17

An example of a form of personal communication is

A) The internet
B) Signage
C) Press conferences
D) Telemarketing
E) Gifts

Question 18

Giving price discounts is one way to encourage customers to try and switch to self-service.

Question 19

____________ outside peak demand periods poses a serious problem for service industries with ____________, like hotels.

A) Low demand; high fixed costs
B) Low demand; low fixed costs
C) High demand; high fixed costs
D) High demand; low fixed costs
E) High demand; low variable costs

Question 20

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

Question 21

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

Question 22

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

Question 23

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

A) Marriott
B) Hilton
C) Choice Hotels
D) Westin
E) Sheraton

Question 24

List the five W's in the checklist for marketing communications planning.

Question 25

____________ is a form of advertising through cell phones and other wireless mobile devices.

A) Podcasting
B) Mobile advertising
C) TIVo
D) YouTube
E) Facebooking

Question 26

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

Question 27

List an advertising strategy used to overcome mental impalpability aspects of a service.

Question 28

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

Question 29

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

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 30

List an advertising strategy used to overcome non-searchability aspects of a service.

Question 31

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

Question 32

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

Question 33

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

A) Podcasting
B) Webcasting
C) Websiting
D) Webenabling
E) Webscribing

Question 34

Spring break travel is a good example of a hedonic service.

Question 35

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?

Question 36

Firms can win wide exposure through sponsorship of sporting events and other high-profile activities like the Olympics and World Cup for soccer.

Question 37

DHL gained significant favorable publicity when it safely transported two giant pandas from Chengdu, China to the National Zoo in Washington, D.C.
D.C.
(False; Moderate; p. 197)

Question 38

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

A) AOL
B) Net-Zero
C) Mystic
D) Xenia
E) Comcast

Question 39

Discuss some of the key planning considerations of marketing communications.

Question 40

Sponsored links are ads that are not initiated by a search, but simply get displayed when a user browses a website.

Question 41

Discuss the purpose of corporate design strategies and give examples of how this is done.

Question 42

Discuss mental impalpability and provide an example of a strategy in advertising used by a firm to overcome mental impalpability.

Question 43

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

Question 44

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

Question 45

What form of communication, or communication medium, has made Google immensely successful?