Question 1

Mittal and Baker (2002) highlight four problems for marketers seeking to promote service attributes.These are:

Accepted Answer

A) specificity, abstractness, non-searchability, mental impalpability 
B) generality, concreteness, non-searchability, mental impalpability 
C) generality, abstractness, non-availability, mental impalpability 
D) generality, abstractness, non-searchability, mental impalpability 
E) generality, abstractness, non-searchability, mental sensitivity 
A) specificity, abstractness, non-searchability, mental impalpability 
B) generality, concreteness, non-searchability, mental impalpability 
C) generality, abstractness, non-availability, mental impalpability 
D) generality, abstractness, non-searchability, mental impalpability 
E) generality, abstractness, non-searchability, mental sensitivity

Question 2

The development of a services marketing campaign needs a totally different approach to that of a physical goods-based campaign.Discuss this concept and justify your answer.

Accepted Answer

The development of a services marketing

Question 3

Public relations (PR) plays an important within the organisation and this role can best be described as:

Accepted Answer

A) stimulating a positive interest in the organisation and the products 
B) staging press conferences 
C) sponsoring sporting events 
D) sponsoring high-profile activities 
E) providing press releases 
A) stimulating a positive interest in the organisation and the products 
B) staging press conferences 
C) sponsoring sporting events 
D) sponsoring high-profile activities 
E) providing press releases

Question 4

Marketing communications in services can create problems for frontline staff if they do not ensure that there is a(n):

Accepted Answer

A) integrated marketing communications (IM
C)  
B) specialist public relations section 
C) functional specialist 
D) all of the above 
E) b and c 
A) integrated marketing communications (IM
C)  
B) specialist public relations section 
C) functional specialist 
D) all of the above 
E) b and c

Question 5

Companies who decide to use concrete clues to promote their services would be most likely to highlight:

Accepted Answer

A) quality of equipment 
B) employee qualifications 
C) employees' professional attitude 
D) a and c 
E) all of the above 
A) quality of equipment 
B) employee qualifications 
C) employees' professional attitude 
D) a and c 
E) all of the above

Question 6

If the ______ service delivery falls short of what was _____, the result is likely to be customer _____.

Accepted Answer

A) perceived; expected; dissatisfaction 
B) perceived; promised; dissatisfaction 
C) expected; promised; dissatisfaction 
D) promised; perceived; dissatisfaction 
E) promised; expected; dissatisfaction 
A) perceived; expected; dissatisfaction 
B) perceived; promised; dissatisfaction 
C) expected; promised; dissatisfaction 
D) promised; perceived; dissatisfaction 
E) promised; expected; dissatisfaction

Question 7

Which of the following is a common educational and promotional objective for service organisations?

Accepted Answer

A) Encourage trial by offering promotional incentives 
B) Build awareness and interest in an unfamiliar service or brand 
C) Create memorable images of companies and their brands 
D) Compare a service favourably with competitors' offerings 
E) All of the above 
A) Encourage trial by offering promotional incentives 
B) Build awareness and interest in an unfamiliar service or brand 
C) Create memorable images of companies and their brands 
D) Compare a service favourably with competitors' offerings 
E) All of the above

Question 8

Which of the following is not a role of marketing communication in services?

Accepted Answer

A) Differentiating the services offering 
B) Minimising the involvement of backstage personnel 
C) Positioning the services offering 
D) Adding value through communications content 
E) Promoting contribution of front stage personnel 
A) Differentiating the services offering 
B) Minimising the involvement of backstage personnel 
C) Positioning the services offering 
D) Adding value through communications content 
E) Promoting contribution of front stage personnel

Question 9

Which of the following statements does NOT apply to blogs?

Accepted Answer

A) They may originate outside the organisation. 
B) They may include audio or video files. 
C) They may send powerful messages about a service company. 
D) They are limited in what they can discuss. 
E) They may take the form of a blogcast. 
A) They may originate outside the organisation. 
B) They may include audio or video files. 
C) They may send powerful messages about a service company. 
D) They are limited in what they can discuss. 
E) They may take the form of a blogcast.

Question 10

Which of the following is NOT a form of message that can be controlled by the marketer?

Accepted Answer

A) Twitter 
B) Blog 
C) Media coverage 
D) Word of mouth 
E) None of the above 
A) Twitter 
B) Blog 
C) Media coverage 
D) Word of mouth 
E) None of the above

Question 11

A business sends consumers advertisements by text message based on their location in shopping centres.What kind of marketing communication is this?

Accepted Answer

A) Podcasting 
B) Mobile advertising 
C) Word of mouth 
D) Social networking 
E) Self-service 
A) Podcasting 
B) Mobile advertising 
C) Word of mouth 
D) Social networking 
E) Self-service

Question 12

It is possible to educate your customers to avoid peak demand periods by showing them the advantages they can accrue.

Accepted Answer

A) True 
 B)False

Question 13

A key advantage of _____ advertising is that it provides a very clear and ______ return on ________, especially when compared to other forms of advertising.

Accepted Answer

A) billboard; measurable; investment 
B) magazine; measurable; investment 
C) visual; measurable; investment 
D) online; measurable; investment 
E) television; measurable; investment 
A) billboard; measurable; investment 
B) magazine; measurable; investment 
C) visual; measurable; investment 
D) online; measurable; investment 
E) television; measurable; investment

Question 14

The use of metaphors that are tangible in nature helps to emphasise the similarities with their nearest competitors.

Accepted Answer

A) True 
 B)False

Question 15

The use of tangible clues in advertising is neither practical nor useful, particularly for low contact services.

Accepted Answer

A) True 
 B)False

Question 16

Backroom staff members are not visible to the public in services industries, therefore their contribution is minimal.Do you agree with this statement? Justify your response.

Accepted Answer

I do not agree with the statement that b

Question 17

High-quality _____ staff and _____ operations can be important _____ for services.

Accepted Answer

A) frontline; management; differentiators 
B) management; backstage; differentiators 
C) frontline; backstage; differentiators 
D) frontline; backstage; assets 
E) management; backstage; assets 
A) frontline; management; differentiators 
B) management; backstage; differentiators 
C) frontline; backstage; differentiators 
D) frontline; backstage; assets 
E) management; backstage; assets

Question 18

Why do marketers usually need a traditional communications mix when the target audience consists of prospects?

Accepted Answer

A) Because marketers usually do not know prospects in advance 
B) Because prospects generally are not Internet users 
C) Because prospects are resistant to cross-selling 
D) Because prospects are likely to complain in social media 
E) Because prospects have traditional values 
A) Because marketers usually do not know prospects in advance 
B) Because prospects generally are not Internet users 
C) Because prospects are resistant to cross-selling 
D) Because prospects are likely to complain in social media 
E) Because prospects have traditional values

Question 19

A good communications strategy relies on the clear understanding of who is the target audience and what exactly needs to be communicated.

Accepted Answer

A) True 
 B)False

Question 20

A wide array of paid advertising media is available to organisations.Which of the following is NOT one of these?

Accepted Answer

A) Social networks 
B) TV 
C) Radio 
D) Newspapers 
E) Billboards 
A) Social networks 
B) TV 
C) Radio 
D) Newspapers 
E) Billboards

Mittal and Baker (2002) highlight four problems for marketers seeking to promote service attributes.These are:

The development of a services marketing campaign needs a totally different approach to that of a physical goods-based campaign.Discuss this concept and justify your answer.

Public relations (PR) plays an important within the organisation and this role can best be described as:

Marketing communications in services can create problems for frontline staff if they do not ensure that there is a(n):

Companies who decide to use concrete clues to promote their services would be most likely to highlight:

If the ____ service delivery falls short of what was _, the result is likely to be customer ___.

Which of the following is a common educational and promotional objective for service organisations?

Which of the following is not a role of marketing communication in services?

Which of the following statements does NOT apply to blogs?

Which of the following is NOT a form of message that can be controlled by the marketer?

A business sends consumers advertisements by text message based on their location in shopping centres.What kind of marketing communication is this?

It is possible to educate your customers to avoid peak demand periods by showing them the advantages they can accrue.

A key advantage of _ advertising is that it provides a very clear and return on ______, especially when compared to other forms of advertising.

The use of metaphors that are tangible in nature helps to emphasise the similarities with their nearest competitors.

The use of tangible clues in advertising is neither practical nor useful, particularly for low contact services.

Backroom staff members are not visible to the public in services industries, therefore their contribution is minimal.Do you agree with this statement? Justify your response.

High-quality ___ staff and _ operations can be important ___ for services.

Why do marketers usually need a traditional communications mix when the target audience consists of prospects?

A good communications strategy relies on the clear understanding of who is the target audience and what exactly needs to be communicated.

A wide array of paid advertising media is available to organisations.Which of the following is NOT one of these?

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

Mittal and Baker (2002) highlight four problems for marketers seeking to promote service attributes.These are:

The development of a services marketing campaign needs a totally different approach to that of a physical goods-based campaign.Discuss this concept and justify your answer.

Public relations (PR) plays an important within the organisation and this role can best be described as:

Marketing communications in services can create problems for frontline staff if they do not ensure that there is a(n):

Companies who decide to use concrete clues to promote their services would be most likely to highlight:

If the ______ service delivery falls short of what was _____, the result is likely to be customer _____.

Which of the following is a common educational and promotional objective for service organisations?

Which of the following is not a role of marketing communication in services?

Which of the following statements does NOT apply to blogs?

Which of the following is NOT a form of message that can be controlled by the marketer?

A business sends consumers advertisements by text message based on their location in shopping centres.What kind of marketing communication is this?

It is possible to educate your customers to avoid peak demand periods by showing them the advantages they can accrue.

A key advantage of _____ advertising is that it provides a very clear and ______ return on ________, especially when compared to other forms of advertising.

The use of metaphors that are tangible in nature helps to emphasise the similarities with their nearest competitors.

The use of tangible clues in advertising is neither practical nor useful, particularly for low contact services.

Backroom staff members are not visible to the public in services industries, therefore their contribution is minimal.Do you agree with this statement? Justify your response.

High-quality _____ staff and _____ operations can be important _____ for services.

Why do marketers usually need a traditional communications mix when the target audience consists of prospects?

A good communications strategy relies on the clear understanding of who is the target audience and what exactly needs to be communicated.

A wide array of paid advertising media is available to organisations.Which of the following is NOT one of these?

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

If the ____ service delivery falls short of what was _, the result is likely to be customer ___.

A key advantage of _ advertising is that it provides a very clear and return on ______, especially when compared to other forms of advertising.

High-quality ___ staff and _ operations can be important ___ for services.