Question 1

The three broad target audiences for any service communication strategy are prospects, current users and employees.

Accepted Answer

A) True 
 B)False  True

Question 2

Which of the following is a role that frontline employees can provide to the consumers?

Accepted Answer

A) Providing information 
B) Taking reservations 
C) Receiving payments 
D) All of the above 
E) a and b 
A) Providing information 
B) Taking reservations 
C) Receiving payments 
D) All of the above 
E) a and b D

Question 3

The publishing of testimonials from current consumers is an example of positive word of mouth communications.

Accepted Answer

A) True 
 B)False  True

Question 4

Consumers often find it difficult to differentiate similar offerings from different suppliers.

Accepted Answer

A) True 
 B)False

Question 5

Perceived service quality is the difference between what a firm _____ and what customers _____.

Accepted Answer

A) promises; perceive 
B) promises; receive 
C) advertise; perceive 
D) promises; expect 
E) promote; expect 
A) promises; perceive 
B) promises; receive 
C) advertise; perceive 
D) promises; expect 
E) promote; expect

Question 6

Marketers' focus, with regard to the company brand, should be to ensure that the consumer recognises it.There is no need to market it to employees as they are aware of it.

Accepted Answer

A) True 
 B)False

Question 7

You are employed to develop a website for a retirement village that will cater for both potential users of the village and also family members charged with finding suitable accommodation for their relatives.What methods would you use to ensure that your site meets these criteria?

Accepted Answer

To ensure that the website for the retir

Question 8

Which of the following is NOT part of the marketing communications mix?

Accepted Answer

A) Advertising 
B) Public relations 
C) Direct marketing 
D) Sales promotion 
E) None of the above 
A) Advertising 
B) Public relations 
C) Direct marketing 
D) Sales promotion 
E) None of the above

Question 9

The most important thing that Woolworths did to have a smooth transition to their new self-serve technology and educate their customers was to:

Accepted Answer

A) have an online information sheet 
B) post explicit instructions at the checkout 
C) vet intending consumers to ensure they had an understanding of technology 
D) have a staff member available to answer customer queries 
E) send out information fliers to regular customers 
A) have an online information sheet 
B) post explicit instructions at the checkout 
C) vet intending consumers to ensure they had an understanding of technology 
D) have a staff member available to answer customer queries 
E) send out information fliers to regular customers

Question 10

Twitter is a _____ networking and _____-blogging service that allows its users to send and read other users' updates which are up to 140 _______.

Accepted Answer

A) social; macro; words 
B) social; micro; characters 
C) social; micro; digits 
D) social; macro; characters 
E) social; micro; words 
A) social; macro; words 
B) social; micro; characters 
C) social; micro; digits 
D) social; macro; characters 
E) social; micro; words

Question 11

The traditional communications mix can be divided into two distinct channels - those that are:

Accepted Answer

A) controlled by the media and those that are not 
B) controlled by the organisation and those that are controlled by the media 
C) controlled by the organisation and those that are not 
D) controlled by the organisation and by the media 
E) information-based and those that are not 
A) controlled by the media and those that are not 
B) controlled by the organisation and those that are controlled by the media 
C) controlled by the organisation and those that are not 
D) controlled by the organisation and by the media 
E) information-based and those that are not

Question 12

Which of the following questions is NOT one of the five Ws for planning marketing communications?

Accepted Answer

A) Who is our target audience? 
B) What do we need to communicate and achieve? 
C) Why are we communicating this? 
D) Where should we communicate this? 
E) When do the communications need to take place? 
A) Who is our target audience? 
B) What do we need to communicate and achieve? 
C) Why are we communicating this? 
D) Where should we communicate this? 
E) When do the communications need to take place?

Question 13

Why are word of mouth recommendations particularly useful and important in the service industry?

Accepted Answer

A) They save costs. 
B) They are viewed as being a credible source. 
C) They tend to be positive rather than negative. 
D) They have a powerful influence on people's purchasing decisions. 
E) b and d 
A) They save costs. 
B) They are viewed as being a credible source. 
C) They tend to be positive rather than negative. 
D) They have a powerful influence on people's purchasing decisions. 
E) b and d

Question 14

An example of a form of personal selling 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 15

Websites are a popular form of communication.In order for them to be effective they need to develop a 'sticky' website.Which of the following is NOT a feature of this type of site?

Accepted Answer

A) High in quality content 
B) Easy to use 
C) Quick to download 
D) Updated frequently 
E) None of the above 
A) High in quality content 
B) Easy to use 
C) Quick to download 
D) Updated frequently 
E) None of the above

Question 16

The difficulty with marketing services is that unlike consumer goods, companies are unable to offer tiered products.

Accepted Answer

A) True 
 B)False

Question 17

If using direct marketing as a tool to send personalised messages to a highly targeted audience, the best approach is to use:

Accepted Answer

A) permission marketing 
B) encourage consumers to sign up for the messages 
C) persuade consumers to volunteer their attention 
D) all of the above 
E) b and c 
A) permission marketing 
B) encourage consumers to sign up for the messages 
C) persuade consumers to volunteer their attention 
D) all of the above 
E) b and c

Question 18

Some of the most powerful messages about a service company and its products come from outside the organisation and are not controlled by the marketer.

Accepted Answer

A) True 
 B)False

Question 19

As a result of the use of the Internet for communications, a grey area is emerging between impersonal and personal messages.

Accepted Answer

A) True 
 B)False

Question 20

Service outlets are in the fortunate position of being able to control the messages which reach customers regarding their service qualities.

Accepted Answer

A) True 
 B)False

The three broad target audiences for any service communication strategy are prospects, current users and employees.

Which of the following is a role that frontline employees can provide to the consumers?

The publishing of testimonials from current consumers is an example of positive word of mouth communications.

Consumers often find it difficult to differentiate similar offerings from different suppliers.

Perceived service quality is the difference between what a firm _ and what customers _.

Marketers' focus, with regard to the company brand, should be to ensure that the consumer recognises it.There is no need to market it to employees as they are aware of it.

You are employed to develop a website for a retirement village that will cater for both potential users of the village and also family members charged with finding suitable accommodation for their relatives.What methods would you use to ensure that your site meets these criteria?

Which of the following is NOT part of the marketing communications mix?

The most important thing that Woolworths did to have a smooth transition to their new self-serve technology and educate their customers was to:

Twitter is a ___ networking and _-blogging service that allows its users to send and read other users' updates which are up to 140 _____.

The traditional communications mix can be divided into two distinct channels - those that are:

Which of the following questions is NOT one of the five Ws for planning marketing communications?

Why are word of mouth recommendations particularly useful and important in the service industry?

An example of a form of personal selling is:

Websites are a popular form of communication.In order for them to be effective they need to develop a 'sticky' website.Which of the following is NOT a feature of this type of site?

The difficulty with marketing services is that unlike consumer goods, companies are unable to offer tiered products.

If using direct marketing as a tool to send personalised messages to a highly targeted audience, the best approach is to use:

Some of the most powerful messages about a service company and its products come from outside the organisation and are not controlled by the marketer.

As a result of the use of the Internet for communications, a grey area is emerging between impersonal and personal messages.

Service outlets are in the fortunate position of being able to control the messages which reach customers regarding their service qualities.

Marketing in the service economy

Customer behaviour, culture and service encounters

Positioning services in competitive markets

Developing service products: core and supplementary service elements

Distributing services through physical and electronic channels

Understanding costs and developing pricing strategy

Balancing productive capacity and demand

Managing people for service advantage

Crafting the service environment

Managing the customer service function

Customer satisfaction and service quality

Managing relationships and building loyalty

Handling customer complaints and managing service recovery

Filters

Exam 8: Integrated services marketing communications

The three broad target audiences for any service communication strategy are prospects, current users and employees.

Which of the following is a role that frontline employees can provide to the consumers?

The publishing of testimonials from current consumers is an example of positive word of mouth communications.

Consumers often find it difficult to differentiate similar offerings from different suppliers.

Perceived service quality is the difference between what a firm _____ and what customers _____.

Marketers' focus, with regard to the company brand, should be to ensure that the consumer recognises it.There is no need to market it to employees as they are aware of it.

You are employed to develop a website for a retirement village that will cater for both potential users of the village and also family members charged with finding suitable accommodation for their relatives.What methods would you use to ensure that your site meets these criteria?

Which of the following is NOT part of the marketing communications mix?

The most important thing that Woolworths did to have a smooth transition to their new self-serve technology and educate their customers was to:

Twitter is a _____ networking and _____-blogging service that allows its users to send and read other users' updates which are up to 140 _______.

The traditional communications mix can be divided into two distinct channels - those that are:

Which of the following questions is NOT one of the five Ws for planning marketing communications?

Why are word of mouth recommendations particularly useful and important in the service industry?

An example of a form of personal selling is:

Websites are a popular form of communication.In order for them to be effective they need to develop a 'sticky' website.Which of the following is NOT a feature of this type of site?

The difficulty with marketing services is that unlike consumer goods, companies are unable to offer tiered products.

If using direct marketing as a tool to send personalised messages to a highly targeted audience, the best approach is to use:

Some of the most powerful messages about a service company and its products come from outside the organisation and are not controlled by the marketer.

As a result of the use of the Internet for communications, a grey area is emerging between impersonal and personal messages.

Service outlets are in the fortunate position of being able to control the messages which reach customers regarding their service qualities.

Marketing in the service economy

Customer behaviour, culture and service encounters

Positioning services in competitive markets

Developing service products: core and supplementary service elements

Distributing services through physical and electronic channels

Understanding costs and developing pricing strategy

Balancing productive capacity and demand

Managing people for service advantage

Crafting the service environment

Managing the customer service function

Customer satisfaction and service quality

Managing relationships and building loyalty

Handling customer complaints and managing service recovery

Filters

Perceived service quality is the difference between what a firm _ and what customers _.

Twitter is a ___ networking and _-blogging service that allows its users to send and read other users' updates which are up to 140 _____.