Exam 14: Integrated Service Marketing Communications

Which of the following is NOT a category of strategy that service providers can use to match service promises with service delivery?

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

A major cause of _____ is the difference between what a firm promises about a service and what it actually delivers.

Any company that disseminates information through different communications channels needs to be concerned with integrating this information so that customers receive unified messages and promises about its offering.

Which of the following services is highest in incorporeal evidence?

Every functional area in a Marriott Hotel operates under standard operating procedure manuals where all processes and services are carefully documented.Housekeepers,for example,must perform 64 required steps in cleaning a room.These specific guidelines result in uniformly clean rooms anywhere in the Marriott Hotel chain.By having specific guidelines for cleaning a room,Marriott is avoiding one of the problems associated with:

An advertisement for the Four Seasons Hotel featured Marlene Wei,a housekeeper at the Four Seasons Hotel in Chicago.Copy for the advertisement noted that "Marlene is the soul of concern.She cannot sleep well at night unless she is certain you will.Her mission is to enhance your personal comfort and,in turn your professional efficiency the following day." By featuring Marlene Wei in an advertisement,the Four Seasons Hotel is _______ to address service intangibility.

Creating tiered-value service offerings is a strategy for:

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

The Atlanta Kroger Marketing Area (KMA)publishes a monthly newsletter,Hot Off the Press,to provide information to its employees about food safety and preparation,changes in store policy and exceptional service encounters and the employees who were involved in these encounters.This newsletter is an example of:

Which of the following is NOT a factor that contributes to service communication challenges?

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

Mike hurt his back and has to go to physical therapy every other day.He has a series of exercises he is supposed to do on the days he does not see the therapist.After two months,Mike was not feeling any better and complained to the therapist who at that point realized Mike was not performing all of the stretching exercises that he should be at this point in his rehabilitation.Mike had been handed a booklet when he started his therapy.Because he had only been instructed in how to perform some of the exercises in the booklet but not all of them,he had thought he was not to do the others.Mike feels like he has been wasting his time.The service provider has erred by:

Customer education is beneficial for closing provider gap 4 when:

It is impossible to manage customer expectations in a business-to-business situation.

By involving employees in cross-functional teams to align their jobs with end customer requirements,a service firm is:

An airline that sells first-class,business-class and tourist-class seats on its planes has created tiered-value service offerings.

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:

Offering choices to the customer is a strategy for:

A commercial for Carnival Cruises shows a group of friends scuba diving,rock climbing,dancing and having a really great time.Which strategy for tangibilization is Carnival using in this commercial?