Question 1

Marketing communications is being influenced more and more by new media as it becomes available.Which of the following is NOT one of these?

Accepted Answer

A) Podcasting 
B) Mobile advertising 
C) Web 2.0 
D) Service delivery channels 
E) YouTube 
A) Podcasting 
B) Mobile advertising 
C) Web 2.0 
D) Service delivery channels 
E) YouTube

Question 2

The owners of a spa decide to promote their gift certificates during the six-week lead-up to Christmas.Which of the five Ws does this decision address?

Accepted Answer

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

Question 3

Consumers are more often using informal networks developed through electronic media, such as Twitter and blogs, as a method of judging service offerings.How valid do you believe this contribution is to consumers' decision making? In this context, what can marketers do to enhance their own promotional methods?

Accepted Answer

The contribution of informal networks de

Question 4

A useful way of looking at sales ________ is as a(n) _________ attached to a(n) ________.

Accepted Answer

A) promotions; communication; incentive 
B) communication; promotion; incentive 
C) promotions; communication; advertisement 
D) communication; promotion; advertisement 
E) incentives; promotion; communication 
A) promotions; communication; incentive 
B) communication; promotion; incentive 
C) promotions; communication; advertisement 
D) communication; promotion; advertisement 
E) incentives; promotion; communication

Question 5

There are many ways to add value to a product; information and consultation are included among these.

Accepted Answer

A) True 
 B)False

Question 6

Using an integrated marketing communications approach, how would you develop a plan to ensure that information on the new product which is about to be launched reaches its target audience(s)?

Accepted Answer

To develop a plan using an integrated ma

Question 7

With the introduction of a new online computer ordering system by a major chain store, what methods can be used to educate potential customers in using this method?

Accepted Answer

There are several methods that can be us

Question 8

Promotional messages that are transmitted through the internet could best be described as a(n):

Accepted Answer

A) source of telemarketing 
B) expensive luxury 
C) communication attached to an incentive 
D) supplement to conventional communications channels 
E) a and b 
A) source of telemarketing 
B) expensive luxury 
C) communication attached to an incentive 
D) supplement to conventional communications channels 
E) a and b

Question 9

Which of the following is NOT a technique that marketers would be likely to use in encouraging word of mouth from satisfied customers?

Accepted Answer

A) Referencing other purchasers 
B) Referencing knowledgeable individuals 
C) Paying for the promotion of word of mouth 
D) Presenting and publicising testimonials 
E) Creating exciting promotions 
A) Referencing other purchasers 
B) Referencing knowledgeable individuals 
C) Paying for the promotion of word of mouth 
D) Presenting and publicising testimonials 
E) Creating exciting promotions

Question 10

Promises and expectations made for the organisation are usually initiated from the _______.

Accepted Answer

A) frontline staff 
B) middle management 
C) marketing department 
D) central management 
E) all of the above 
A) frontline staff 
B) middle management 
C) marketing department 
D) central management 
E) all of the above

Question 11

Which of the following is NOT a reason for having effective internal marketing communication?

Accepted Answer

A) Employee attitudes need to be in line with the organisation's corporate vision 
B) Employees need to have up to date information 
C) Avoiding a sense of disengagement in employees 
D) None of the above 
E) a and b 
A) Employee attitudes need to be in line with the organisation's corporate vision 
B) Employees need to have up to date information 
C) Avoiding a sense of disengagement in employees 
D) None of the above 
E) a and b

Question 12

Customers can be co-producers of a variety of services.Which of the following is NOT an example of this?

Accepted Answer

A) Computer check-ins for airlines 
B) Woolworth's self-service lines 
C) Petrol pumps that accept credit cards 
D) ATMs 
E) None of the above 
A) Computer check-ins for airlines 
B) Woolworth's self-service lines 
C) Petrol pumps that accept credit cards 
D) ATMs 
E) None of the above

Question 13

Banner advertising on the Internet is becoming more popular as the number of visitors to a site almost always results in sales.

Accepted Answer

A) True 
 B)False

Question 14

Intangibility continues to remain a problem for service industries.How would you address the problems being encountered by a newly-established island resort with a low occupancy rate?

Accepted Answer

There are several strategies that can be

Question 15

As the name implies, 'direct marketing' requires the firm to work in a one-to-one, face-to-face situation with the consumer.

Accepted Answer

A) True 
 B)False

Question 16

The greater the pressure on a service organisation to generate new business, the greater will be the temptation to overpromise.

Accepted Answer

A) True 
 B)False

Question 17

Search engine advertising is a form of reverse broadcast network where advertisers can pay for:

Accepted Answer

A) banner adverts 
B) portals on sites like yahoo 
C) exposure to their product 
D) the targeted placement of ads for their products 
E) none of the above 
A) banner adverts 
B) portals on sites like yahoo 
C) exposure to their product 
D) the targeted placement of ads for their products 
E) none of the above

Question 18

The use of logos such as Vietnam Airline's golden lotus is referred to in marketing terms as a:

Accepted Answer

A) metaphor 
B) message 
C) concept 
D) context 
E) none of the above 
A) metaphor 
B) message 
C) concept 
D) context 
E) none of the above

Question 19

Which of the following will assist in the promotion to the consumer of the use of self-service delivery?

Accepted Answer

A) Clear signage 
B) Step-by-step instructions 
C) User-friendly designs 
D) Use of diagrams and videos to explain the service 
E) All of the above 
A) Clear signage 
B) Step-by-step instructions 
C) User-friendly designs 
D) Use of diagrams and videos to explain the service 
E) All of the above

Question 20

Social media are presenting marketers with challenges as well as opportunities.Which of the following uses of social media can pose problems?

Accepted Answer

A) Consumers posting queries on companies' Facebook pages 
B) Consumers posting and sharing complaints about services 
C) Companies providing accurate information quickly 
D) Companies replying to customers' tweets instead of staffing a call centre 
E) Consumers seeking information about products, services and brands 
A) Consumers posting queries on companies' Facebook pages 
B) Consumers posting and sharing complaints about services 
C) Companies providing accurate information quickly 
D) Companies replying to customers' tweets instead of staffing a call centre 
E) Consumers seeking information about products, services and brands

Marketing communications is being influenced more and more by new media as it becomes available.Which of the following is NOT one of these?

The owners of a spa decide to promote their gift certificates during the six-week lead-up to Christmas.Which of the five Ws does this decision address?

A useful way of looking at sales ____ is as a(n) _ attached to a(n) ____.

There are many ways to add value to a product; information and consultation are included among these.

Using an integrated marketing communications approach, how would you develop a plan to ensure that information on the new product which is about to be launched reaches its target audience(s)?

With the introduction of a new online computer ordering system by a major chain store, what methods can be used to educate potential customers in using this method?

Promotional messages that are transmitted through the internet could best be described as a(n):

Which of the following is NOT a technique that marketers would be likely to use in encouraging word of mouth from satisfied customers?

Promises and expectations made for the organisation are usually initiated from the _______.

Which of the following is NOT a reason for having effective internal marketing communication?

Customers can be co-producers of a variety of services.Which of the following is NOT an example of this?

Banner advertising on the Internet is becoming more popular as the number of visitors to a site almost always results in sales.

Intangibility continues to remain a problem for service industries.How would you address the problems being encountered by a newly-established island resort with a low occupancy rate?

As the name implies, 'direct marketing' requires the firm to work in a one-to-one, face-to-face situation with the consumer.

The greater the pressure on a service organisation to generate new business, the greater will be the temptation to overpromise.

Search engine advertising is a form of reverse broadcast network where advertisers can pay for:

The use of logos such as Vietnam Airline's golden lotus is referred to in marketing terms as a:

Which of the following will assist in the promotion to the consumer of the use of self-service delivery?

Social media are presenting marketers with challenges as well as opportunities.Which of the following uses of social media can pose problems?

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

Marketing communications is being influenced more and more by new media as it becomes available.Which of the following is NOT one of these?

The owners of a spa decide to promote their gift certificates during the six-week lead-up to Christmas.Which of the five Ws does this decision address?

A useful way of looking at sales ________ is as a(n) _________ attached to a(n) ________.

There are many ways to add value to a product; information and consultation are included among these.

Using an integrated marketing communications approach, how would you develop a plan to ensure that information on the new product which is about to be launched reaches its target audience(s)?

With the introduction of a new online computer ordering system by a major chain store, what methods can be used to educate potential customers in using this method?

Promotional messages that are transmitted through the internet could best be described as a(n):

Which of the following is NOT a technique that marketers would be likely to use in encouraging word of mouth from satisfied customers?

Promises and expectations made for the organisation are usually initiated from the _______.

Which of the following is NOT a reason for having effective internal marketing communication?

Customers can be co-producers of a variety of services.Which of the following is NOT an example of this?

Banner advertising on the Internet is becoming more popular as the number of visitors to a site almost always results in sales.

Intangibility continues to remain a problem for service industries.How would you address the problems being encountered by a newly-established island resort with a low occupancy rate?

As the name implies, 'direct marketing' requires the firm to work in a one-to-one, face-to-face situation with the consumer.

The greater the pressure on a service organisation to generate new business, the greater will be the temptation to overpromise.

Search engine advertising is a form of reverse broadcast network where advertisers can pay for:

The use of logos such as Vietnam Airline's golden lotus is referred to in marketing terms as a:

Which of the following will assist in the promotion to the consumer of the use of self-service delivery?

Social media are presenting marketers with challenges as well as opportunities.Which of the following uses of social media can pose problems?

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

A useful way of looking at sales ____ is as a(n) _ attached to a(n) ____.