Question 1

Discuss the importance to the service industry of the training and management of frontline employees.

Accepted Answer

The training and management of frontline

Question 2

A 'sticky' site is a major asset for firms that use Internet sites because it means that the consumer finds it easy to use and frequently return to the site.

Accepted Answer

A) True 
 B)False

Question 3

Twitter is basically a gimmick and has very little to no value as a communication tool for most organisations.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following is not one of the strategies to manage customer waits that Clemmer and Schneider (1993) tested?

Accepted Answer

A) Employees apologise for delays 
B) Giving customers prior notice of busy times 
C) Assigning all visible staff to serving customers 
D) Sending out a card to all customers with the times that the organisation was busiest and slowest times 
E) None of the above 
A) Employees apologise for delays 
B) Giving customers prior notice of busy times 
C) Assigning all visible staff to serving customers 
D) Sending out a card to all customers with the times that the organisation was busiest and slowest times 
E) None of the above

Question 5

In planning a marketing communications campaign, you need to have which of the following?

Accepted Answer

A) A good understanding of the service product 
B) A reason for the price of the product 
C) A reasonable number of special offers 
D) A knowledge of the budget available for the campaign 
E) a and d 
A) A good understanding of the service product 
B) A reason for the price of the product 
C) A reasonable number of special offers 
D) A knowledge of the budget available for the campaign 
E) a and d

Question 6

Users of services like hotels and restaurants generally have a preconceived expectation of the services they will experience and the biggest mistake an organisation can make is to:

Accepted Answer

A) not use appropriate marketing communications 
B) over-promise and under-deliver 
C) not give customers enough information 
D) skimp on the promotional budget 
E) become over exposed 
A) not use appropriate marketing communications 
B) over-promise and under-deliver 
C) not give customers enough information 
D) skimp on the promotional budget 
E) become over exposed

Question 7

Organisations that make all encompassing general statements about their service products run the risk of encountering consumers who find that their expectations are not being met.What methods need to be used to minimise this overall promise/expectations dilemma?

Accepted Answer

To minimize the overall promise/expectat

Question 8

Which of the following is NOT a method which would be likely to stimulate or dampen demand to match capacity?

Accepted Answer

A) Cut-price hair style on Tuesdays 
B) Training customers 
C) Room upgrades at hotel 
D) Price changes 
E) Running promotions 
A) Cut-price hair style on Tuesdays 
B) Training customers 
C) Room upgrades at hotel 
D) Price changes 
E) Running promotions

Question 9

Two methods which Google uses to enable organisations to display their ads at websites which are part of the Google content networks are:

Accepted Answer

A) AdWords and AdSense 
B) AdWords and sponsored links 
C) sponsored links and AdSense 
D) ease of use and AdSense 
E) AdWords and ease of use 
A) AdWords and AdSense 
B) AdWords and sponsored links 
C) sponsored links and AdSense 
D) ease of use and AdSense 
E) AdWords and ease of use

Question 10

Which of the following would be more likely to use photos and video clips to demonstrate their product?

Accepted Answer

A) A B2B site 
B) An MBA site 
C) An investment site 
D) A university site 
E) Both b and d 
A) A B2B site 
B) An MBA site 
C) An investment site 
D) A university site 
E) Both b and d

Question 11

If a hotel is experiencing significant downtime, one way to counter this is to offer an enhanced product.

Accepted Answer

A) True 
 B)False

Question 12

Communications originate from a variety of different sources, many of which cannot be influenced by the firm's marketing department.How can the department encourage positive, rather than negative, responses to the firm's products?

Accepted Answer

The marketing department can encourage p

Question 13

Marketing communications in services positions differentiates the price offering.

Accepted Answer

A) True 
 B)False

Question 14

_______, ______ and _______ represent three broad target audiences for any service communication and strategies.

Accepted Answer

A) Media; users; employees 
B) Prospects; media; employees 
C) Organisations; users; employees 
D) Prospects; users; employees 
E) Prospects; users; employers 
A) Media; users; employees 
B) Prospects; media; employees 
C) Organisations; users; employees 
D) Prospects; users; employees 
E) Prospects; users; employers

Question 15

Which of the following companies would be most likely to promote the experience and qualifications of their staff?

Accepted Answer

A) Law firms 
B) Catering services 
C) Department stores 
D) Dentists 
E) a and d 
A) Law firms 
B) Catering services 
C) Department stores 
D) Dentists 
E) a and d

Discuss the importance to the service industry of the training and management of frontline employees.

A 'sticky' site is a major asset for firms that use Internet sites because it means that the consumer finds it easy to use and frequently return to the site.

Twitter is basically a gimmick and has very little to no value as a communication tool for most organisations.

Which of the following is not one of the strategies to manage customer waits that Clemmer and Schneider (1993) tested?

In planning a marketing communications campaign, you need to have which of the following?

Users of services like hotels and restaurants generally have a preconceived expectation of the services they will experience and the biggest mistake an organisation can make is to:

Organisations that make all encompassing general statements about their service products run the risk of encountering consumers who find that their expectations are not being met.What methods need to be used to minimise this overall promise/expectations dilemma?

Which of the following is NOT a method which would be likely to stimulate or dampen demand to match capacity?

Two methods which Google uses to enable organisations to display their ads at websites which are part of the Google content networks are:

Which of the following would be more likely to use photos and video clips to demonstrate their product?

If a hotel is experiencing significant downtime, one way to counter this is to offer an enhanced product.

Communications originate from a variety of different sources, many of which cannot be influenced by the firm's marketing department.How can the department encourage positive, rather than negative, responses to the firm's products?

Marketing communications in services positions differentiates the price offering.

_, and ___ represent three broad target audiences for any service communication and strategies.

Which of the following companies would be most likely to promote the experience and qualifications of their staff?

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

Discuss the importance to the service industry of the training and management of frontline employees.

A 'sticky' site is a major asset for firms that use Internet sites because it means that the consumer finds it easy to use and frequently return to the site.

Twitter is basically a gimmick and has very little to no value as a communication tool for most organisations.

Which of the following is not one of the strategies to manage customer waits that Clemmer and Schneider (1993) tested?

In planning a marketing communications campaign, you need to have which of the following?

Users of services like hotels and restaurants generally have a preconceived expectation of the services they will experience and the biggest mistake an organisation can make is to:

Organisations that make all encompassing general statements about their service products run the risk of encountering consumers who find that their expectations are not being met.What methods need to be used to minimise this overall promise/expectations dilemma?

Which of the following is NOT a method which would be likely to stimulate or dampen demand to match capacity?

Two methods which Google uses to enable organisations to display their ads at websites which are part of the Google content networks are:

Which of the following would be more likely to use photos and video clips to demonstrate their product?

If a hotel is experiencing significant downtime, one way to counter this is to offer an enhanced product.

Communications originate from a variety of different sources, many of which cannot be influenced by the firm's marketing department.How can the department encourage positive, rather than negative, responses to the firm's products?

Marketing communications in services positions differentiates the price offering.

_______, ______ and _______ represent three broad target audiences for any service communication and strategies.

Which of the following companies would be most likely to promote the experience and qualifications of their staff?

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

_, and ___ represent three broad target audiences for any service communication and strategies.