Exam 16: Integrated Marketing Communications

Emory Vision Center has a packet of information that it sends to people who are interested in LASIK surgery as well as a doctor who will come speak to your organization about how vision can be corrected. In addition, it publishes a newsletter called The Visionary in which it offers family discounts, clarifies patient expectations and notes awards and honors the center receives. The center also manages a web site that contains news on the latest innovative research techniques. Through its integrated communications with potential patients and patients, Emory Vision Center is:

Customer education is beneficial for closing provider gap 4 when:

An insurance company that used advertising showing satisfied customers thanking the company for their prompt payment after a flood would be managing its service promises.

In most companies, it is significantly easier to improve horizontal communications than vertical communications.

Variations in the supply and demand of services result in:

Cable TV companies that offer subscribers different programming packages are:

Creating tiered value service offerings is a strategy for:

Which of the following describes a reason why integrated marketing communications have not been the norm in many companies?

Clarifying expectations after the sale is a strategy for:

Josh's teachers describe him as a mathematical genius. His parents did not get any education after high school. They have hired Josh a tutor even though they do not understand why Josh needs to understand string theory and quantum physics. The tutoring that Josh receives has a high degree of _____ for Josh's parents.

Inadequate customer communication occurs when:

Cookies is a retail store where customers host parties for guests to bake and decorate cookies. Children attending a party staged at Cookies were upset when the adult owners of the store did all of the baking while they watched. The store owner's insurance provider had told her that she was not covered if a minor was injured on her premises. The children's disappointment was a result of:

Which of the following statements about the Banwari Mittal's properties of intangibility is true?

The four strategies of tangibilization are:

Which of the following is NOT a company-controlled factor that influences customer expectations?

When Sarah opened her savings and checking accounts at First National Bank of Chicago, she was given a brochure entitled "How to Lose Wait" that gave her advice on how to avoid delays at the bank and listed her branch's busiest and slowest times. By giving Sarah the "How to Lose Wait" brochure, First National Bank of Chicago is:

Which of the following is a strategy used for improving customer education?

What strategies would a large janitorial service use to manage its service promises to avoid discrepancies between its service delivery and its external communication promises?

A service provider can improve customer education by clarifying expectations after the sale.

A more complex type of integrated marketing communications is needed for goods than for services.