Question 1

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

Accepted Answer

"You're in Good Hands"-Allstate (Prudential's use of the Rock of Gibraltar, DHL's straight string)

Question 2

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

Accepted Answer

A) True 
 B)False  True

Question 3

DHL gained significant favorable publicity when it safely transported two giant pandas from Chengdu, China to the National Zoo in Washington, D.C.

Accepted Answer

A) True 
 B)False  False

Question 4

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

Accepted Answer

Consumption document

Question 5

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

Accepted Answer

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. 
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 6

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

Accepted Answer

Financial security (

Question 7

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

Accepted Answer

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. 
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 8

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

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

McDonald's

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

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

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

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

Question 14

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

Accepted Answer

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

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

Case-history episode

Question 17

An example of a form of personal communication is

Accepted Answer

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

Question 18

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

Accepted Answer

TiVo is the modern version of a VCR. It

Question 19

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

Accepted Answer

The answer of What form of communication, or communication medium,...

Question 20

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

Accepted Answer

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

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

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

DHL gained significant favorable publicity when it safely transported two giant pandas from Chengdu, China to the National Zoo in Washington, D.C.

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

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

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

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

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

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

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

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

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

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

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

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

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

An example of a form of personal communication is

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

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

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

New Perspectives on Marketing in the Service Economy

Consumer Behavior in a Services Context

Positioning Services in Competitive Markets

Developing Service Products: Core and Supplementary Elements

Distributing Services Through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Designing and Managing Service Processes

Balancing Demand and Productive Capacity

Crafting the Service Environment

Managing People for Service Advantage

Managing Relationships and Building Loyalty

Complaint Handling and Service Recovery

Improving Service Quality and Productivity

Striving for Service Leadership

Filters

Exam 7: Promoting Services and Educating Customers

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

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

DHL gained significant favorable publicity when it safely transported two giant pandas from Chengdu, China to the National Zoo in Washington, D.C.

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

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

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

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

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

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

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

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

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

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

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

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

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

An example of a form of personal communication is

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

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

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

New Perspectives on Marketing in the Service Economy

Consumer Behavior in a Services Context

Positioning Services in Competitive Markets

Developing Service Products: Core and Supplementary Elements

Distributing Services Through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Designing and Managing Service Processes

Balancing Demand and Productive Capacity

Crafting the Service Environment

Managing People for Service Advantage

Managing Relationships and Building Loyalty

Complaint Handling and Service Recovery

Improving Service Quality and Productivity

Striving for Service Leadership

Filters

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