Question 1

Communication efforts are used only to attract new customers.

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

High quality content

Question 5

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

Accepted Answer

Traditional marketing communication stra

Question 6

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

Accepted Answer

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

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

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

Question 9

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

Accepted Answer

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

Question 10

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

Accepted Answer

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. 
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 11

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?

Accepted Answer

Corporate design is particularly importa

Question 12

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

Accepted Answer

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

Question 13

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

Accepted Answer

Mental impalpability refers to the compl

Question 14

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

Accepted Answer

1) Use pictures to tangibilize

Question 15

Discuss some of the key planning considerations of marketing communications.

Accepted Answer

Planning a marketing communications camp

Question 16

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

Accepted Answer

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 
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 17

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

Accepted Answer

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 
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 18

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

Accepted Answer

A) True 
 B)False

Question 19

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.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) True 
 B)False

Communication efforts are used only to attract new customers.

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

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

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

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

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

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

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

and represent important ways to add value to a product.

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

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?

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

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

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

Discuss some of the key planning considerations of marketing communications.

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

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

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

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.

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

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

Communication efforts are used only to attract new customers.

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

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

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

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

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

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

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

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

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

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?

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

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

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

Discuss some of the key planning considerations of marketing communications.

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

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

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

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.

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

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

and represent important ways to add value to a product.

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