Question 1

The plan for differentiating the firm from its competitors in consumers' eyes is referred to as the firm's:

Accepted Answer

A) communication mix. 
B) positioning strategy. 
C) publicity plan. 
D) public relations position. 
E) target marketing. 
A) communication mix. 
B) positioning strategy. 
C) publicity plan. 
D) public relations position. 
E) target marketing. B

Question 2

The ____ refer(s) to printed materials through which the professional image of the firm can be consistently transmitted,including firm brochures,letterhead,envelopes,and business cards.

Accepted Answer

A) sales promotions 
B) public relations 
C) visual pathway 
D) publicity 
E) encoding 
A) sales promotions 
B) public relations 
C) visual pathway 
D) publicity 
E) encoding C

Question 3

Differentiation approaches such as competence,courtesy,reliability,and responsiveness are forms of _____ differentiation.

Accepted Answer

A) product 
B) personnel 
C) image 
D) service 
E) satisfaction 
A) product 
B) personnel 
C) image 
D) service 
E) satisfaction B

Question 4

The most important piece of regular communication with clients should be the firm's:

Accepted Answer

A) business cards. 
B) brochure. 
C) newsletter. 
D) billing materials. 
E) letterhead. 
A) business cards. 
B) brochure. 
C) newsletter. 
D) billing materials. 
E) letterhead.

Question 5

Which one of the following communication approaches would be appropriate during the growth and maturity stages of the product life cycle?

Accepted Answer

A) informational 
B) informational and persuasive 
C) persuasive 
D) persuasive and reminder 
E) reminder 
A) informational 
B) informational and persuasive 
C) persuasive 
D) persuasive and reminder 
E) reminder

Question 6

Which of the following is NOT a special consideration that pertains to professional service providers?

Accepted Answer

A) client uncertainty 
B) third-party accountability 
C) difficulties in maintaining quality control 
D) limited differentiability 
E) tendencies to be proactive rather than reactive 
A) client uncertainty 
B) third-party accountability 
C) difficulties in maintaining quality control 
D) limited differentiability 
E) tendencies to be proactive rather than reactive

Question 7

____ may result in the unanticipated consequence of having two diverse target marketsresponding to the same communication at the same time.

Accepted Answer

A) Mistargeted communications 
B) Communication mix-ups 
C) Communication expectations 
D) Miscommunicated perceptions 
E) Operational conflicts 
A) Mistargeted communications 
B) Communication mix-ups 
C) Communication expectations 
D) Miscommunicated perceptions 
E) Operational conflicts

Question 8

When demand for the service is infrequent and therefore the success of the communication strategy may not be realized until a later point in time,it is called the _____ effect.

Accepted Answer

A) halo 
B) SMART 
C) lagged 
D) target. 
E) sporadic 
A) halo 
B) SMART 
C) lagged 
D) target. 
E) sporadic

Question 9

Which of the following is recommended regarding the communications budget?

Accepted Answer

A) The budget should be set based on what is left over after the firm pays for operating expenses and planned profits. 
B) The budget should be set based on a percentage of the previous year's sales. 
C) The budget should be set based on promotional spending behavior demonstrated by the competition. 
D) The firm's communication objectives should drive the budget. 
E) The budget should be increased by a fixed percent every year. 
A) The budget should be set based on what is left over after the firm pays for operating expenses and planned profits. 
B) The budget should be set based on a percentage of the previous year's sales. 
C) The budget should be set based on promotional spending behavior demonstrated by the competition. 
D) The firm's communication objectives should drive the budget. 
E) The budget should be increased by a fixed percent every year.

Question 10

The ____ is an overall favorable impression or unfavorable impression based on early stages of the service encounter.

Accepted Answer

A) cognitive dissonance 
B) environmental stimulus 
C) visual pathway 
D) halo effect 
E) technical service quality 
A) cognitive dissonance 
B) environmental stimulus 
C) visual pathway 
D) halo effect 
E) technical service quality

Question 11

What conflicts often arise in turning professional service providers into proactive marketing personnel?

Accepted Answer

The conflicts associated with selling ve

Question 12

The suggested communication strategy to use when the product is intangible dominant is to:

Accepted Answer

A) create an intangible image for the product. 
B) create awareness for the product. 
C) surround it with physical cues and tangible evidence. 
D) make sure the product is in the evoked set of alternatives. 
E) differentiate the service product from service delivery. 
A) create an intangible image for the product. 
B) create awareness for the product. 
C) surround it with physical cues and tangible evidence. 
D) make sure the product is in the evoked set of alternatives. 
E) differentiate the service product from service delivery.

Question 13

Prudential's "piece of the rock" is a good example of which of the following guidelines for developing service communications?

Accepted Answer

A) Tangibilize the intangible. 
B) Promise what is possible. 
C) Reduce consumer fears about variation in performance. 
D) Make the service more abstract. 
E) Feature the working relationship between provider and customer. 
A) Tangibilize the intangible. 
B) Promise what is possible. 
C) Reduce consumer fears about variation in performance. 
D) Make the service more abstract. 
E) Feature the working relationship between provider and customer.

Question 14

The written "showpiece" for the firm should be its:

Accepted Answer

A) business cards. 
B) brochure. 
C) newsletter. 
D) billing materials. 
E) letterhead. 
A) business cards. 
B) brochure. 
C) newsletter. 
D) billing materials. 
E) letterhead.

Question 15

________ in particular are advocating that professional service providers engage in active marketing communications.

Accepted Answer

A) Legal professionals 
B) Healthcare providers 
C) Consumer groups 
D) Marketing networking associations 
E) Banking associations 
A) Legal professionals 
B) Healthcare providers 
C) Consumer groups 
D) Marketing networking associations 
E) Banking associations

Question 16

The typical McDonald's employee who works the front counter would be considered:

Accepted Answer

A) type 1 service staff. 
B) type 2 service staff. 
C) type 3 service staff. 
D) type 4 service staff. 
E) type 5 service staff. 
A) type 1 service staff. 
B) type 2 service staff. 
C) type 3 service staff. 
D) type 4 service staff. 
E) type 5 service staff.

Question 17

The suggested communication strategy to use when the service firm is a restaurant that offers food and service is to:

Accepted Answer

A) create an intangible image for the service aspect. 
B) create awareness for the product. 
C) surround the physical product with tangible evidence. 
D) differentiate the service product from service delivery. 
E) use both abstract and concrete elements. 
A) create an intangible image for the service aspect. 
B) create awareness for the product. 
C) surround the physical product with tangible evidence. 
D) differentiate the service product from service delivery. 
E) use both abstract and concrete elements.

Question 18

Discuss the steps necessary to manage the firm's service communication strategy effectively.

Accepted Answer

Service practitioners that adhere to the

Question 19

Communication cues on which consumers base initial impressions include all of the following except:

Accepted Answer

A) the welcome letter. 
B) the company website. 
C) advertisements. 
D) signage. 
E) the firm's reception area. 
A) the welcome letter. 
B) the company website. 
C) advertisements. 
D) signage. 
E) the firm's reception area.

Question 20

A firm that offers "service guarantees" is attempting to accomplish which of the following guidelines for developing service communications?

Accepted Answer

A) Tangibilize the intangible. 
B) Develop a word-of-mouth communication's network. 
C) Reduce consumer fears about variation in performance. 
D) Feature the working relationship between provider and customer. 
E) Encourage repeat purchases. 
A) Tangibilize the intangible. 
B) Develop a word-of-mouth communication's network. 
C) Reduce consumer fears about variation in performance. 
D) Feature the working relationship between provider and customer. 
E) Encourage repeat purchases.

The plan for differentiating the firm from its competitors in consumers' eyes is referred to as the firm's:

The ____ refer(s) to printed materials through which the professional image of the firm can be consistently transmitted,including firm brochures,letterhead,envelopes,and business cards.

Differentiation approaches such as competence,courtesy,reliability,and responsiveness are forms of _____ differentiation.

The most important piece of regular communication with clients should be the firm's:

Which one of the following communication approaches would be appropriate during the growth and maturity stages of the product life cycle?

Which of the following is NOT a special consideration that pertains to professional service providers?

____ may result in the unanticipated consequence of having two diverse target marketsresponding to the same communication at the same time.

When demand for the service is infrequent and therefore the success of the communication strategy may not be realized until a later point in time,it is called the _____ effect.

Which of the following is recommended regarding the communications budget?

The ____ is an overall favorable impression or unfavorable impression based on early stages of the service encounter.

What conflicts often arise in turning professional service providers into proactive marketing personnel?

The suggested communication strategy to use when the product is intangible dominant is to:

Prudential's "piece of the rock" is a good example of which of the following guidelines for developing service communications?

The written "showpiece" for the firm should be its:

________ in particular are advocating that professional service providers engage in active marketing communications.

The typical McDonald's employee who works the front counter would be considered:

The suggested communication strategy to use when the service firm is a restaurant that offers food and service is to:

Discuss the steps necessary to manage the firm's service communication strategy effectively.

Communication cues on which consumers base initial impressions include all of the following except:

A firm that offers "service guarantees" is attempting to accomplish which of the following guidelines for developing service communications?

An Introduction to Services

The Services Sector: Supersectors and Ethical Considerations

Fundamental Differences Between Goods and Services

Serviced Consumer Behavior

The Service Delivery Process

The Pricing of Services

Managing the Firms Physical Evidence

People As Strategy: Managing Service Employees

People As Strategy: Managing Service Customers

Defining and Measuring Customer Satisfaction

Defining and Measuring Service Quality

Complaint and Service Recovery Management

Customer Loyalty and Retention

Pulling the Pieces Together: Creating a World Class Service Culture

Filters

Exam 7: Developing the Service Communication Strategy

The plan for differentiating the firm from its competitors in consumers' eyes is referred to as the firm's:

The ____ refer(s) to printed materials through which the professional image of the firm can be consistently transmitted,including firm brochures,letterhead,envelopes,and business cards.

Differentiation approaches such as competence,courtesy,reliability,and responsiveness are forms of _____ differentiation.

The most important piece of regular communication with clients should be the firm's:

Which one of the following communication approaches would be appropriate during the growth and maturity stages of the product life cycle?

Which of the following is NOT a special consideration that pertains to professional service providers?

____ may result in the unanticipated consequence of having two diverse target marketsresponding to the same communication at the same time.

When demand for the service is infrequent and therefore the success of the communication strategy may not be realized until a later point in time,it is called the _____ effect.

Which of the following is recommended regarding the communications budget?

The ____ is an overall favorable impression or unfavorable impression based on early stages of the service encounter.

What conflicts often arise in turning professional service providers into proactive marketing personnel?

The suggested communication strategy to use when the product is intangible dominant is to:

Prudential's "piece of the rock" is a good example of which of the following guidelines for developing service communications?

The written "showpiece" for the firm should be its:

________ in particular are advocating that professional service providers engage in active marketing communications.

The typical McDonald's employee who works the front counter would be considered:

The suggested communication strategy to use when the service firm is a restaurant that offers food and service is to:

Discuss the steps necessary to manage the firm's service communication strategy effectively.

Communication cues on which consumers base initial impressions include all of the following except:

A firm that offers "service guarantees" is attempting to accomplish which of the following guidelines for developing service communications?

An Introduction to Services

The Services Sector: Supersectors and Ethical Considerations

Fundamental Differences Between Goods and Services

Serviced Consumer Behavior

The Service Delivery Process

The Pricing of Services

Managing the Firms Physical Evidence

People As Strategy: Managing Service Employees

People As Strategy: Managing Service Customers

Defining and Measuring Customer Satisfaction

Defining and Measuring Service Quality

Complaint and Service Recovery Management

Customer Loyalty and Retention

Pulling the Pieces Together: Creating a World Class Service Culture

Filters