Question 1

Once the sale is made,service provider can manage customer education by clarifying expectations after the sale.

Accepted Answer

A) True 
 B)False  True

Question 2

_____ means transmitting information across functional boundaries in an organization to align all functions with customer expectations.

Accepted Answer

A)  Managing service promises 
B)  Resetting customer expectations 
C)  Communicating with customers 
D)  Managing horizontal communications 
E)  Exceeding customer expectations 
A)  Managing service promises 
B)  Resetting customer expectations 
C)  Communicating with customers 
D)  Managing horizontal communications 
E)  Exceeding customer expectations D

Question 3

The four strategies of tangibilization are documentation,illustration,intimation,and physical representation.

Accepted Answer

A) True 
 B)False  False

Question 4

In which of the following services is inadequate customer communication most likely to result in customer dissatisfaction?

Accepted Answer

A)  Fast food restaurant 
B)  Animal boarding 
C)  Movie theater 
D)  Physical rehabilitation therapy 
E)  Overnight package delivery 
A)  Fast food restaurant 
B)  Animal boarding 
C)  Movie theater 
D)  Physical rehabilitation therapy 
E)  Overnight package delivery

Question 5

Any company that disseminates information through different communications channels needs to be concerned with integrating this information so that customers receive unified messages and promises about its offering.

Accepted Answer

A) True 
 B)False

Question 6

What's the difference between horizontal and vertical internal communications?

Accepted Answer

Vertical communications are ei

Question 7

Offering choices to the customer is a strategy for:

Accepted Answer

A)  Avoiding the perception of service inconsistency 
B)  Managing service promises 
C)  Managing customer expectations 
D)  Managing horizontal communications 
E)  Improving customer education 
A)  Avoiding the perception of service inconsistency 
B)  Managing service promises 
C)  Managing customer expectations 
D)  Managing horizontal communications 
E)  Improving customer education

Question 8

______ occur(s)when a service firm develops an advertising campaign without input from operations and contact personnel are not able to deliver service that matches the image portrayed in the advertising.

Accepted Answer

A)  Inadequate management of service promises 
B)  Over-promising in advertising and personal selling 
C)  Inadequate customer communication 
D)  Inadequate horizontal communication 
E)  Differences in policies and procedures across distribution units 
A)  Inadequate management of service promises 
B)  Over-promising in advertising and personal selling 
C)  Inadequate customer communication 
D)  Inadequate horizontal communication 
E)  Differences in policies and procedures across distribution units

Question 9

Parking for travelers flying out of Hartsfield-Jackson International Airport in Atlanta is difficult,even for those who have the time to look.For those arriving at the airport with only time enough to catch their flight,parking was truly a nightmare until the development of the GoldParker System,which guarantees a convenient parking place to its members.The system is extremely popular among business travelers and works just as advertised.By instituting the GoldParker System,Hartsfield's management has _______ to manage customer expectations.

Accepted Answer

A)  Made realistic promises 
B)  Created effective horizontal communication 
C)  Offered a service guarantee 
D)  Engaged in public relations 
E)  Created a tiered-value service offering 
A)  Made realistic promises 
B)  Created effective horizontal communication 
C)  Offered a service guarantee 
D)  Engaged in public relations 
E)  Created a tiered-value service offering

Question 10

Creating tiered-value service offerings is a strategy for:

Accepted Answer

A)  Personal selling 
B)  Managing customer expectations 
C)  Communicating with customers 
D)  Managing horizontal communications 
E)  Exceeding customer expectations 
A)  Personal selling 
B)  Managing customer expectations 
C)  Communicating with customers 
D)  Managing horizontal communications 
E)  Exceeding customer expectations

Question 11

The ad for Walt Disney World shows enthralled spectators watching the daily Disney character parade and has several guests to the park explaining how much they enjoyed the parade.Why is Disney World using testimonials in its ads?

Accepted Answer

Featuring service cu

Question 12

In most companies,it is significantly easier to improve horizontal communications than vertical communications.

Accepted Answer

A) True 
 B)False

Question 13

When Sarah opened her savings and checking accounts at First National Bank of Chicago,she was given a brochure entitled "How to Lose Wait" that gave her advice on how to avoid delays at the bank and listed her branch's busiest and slowest times.By giving Sarah the "How to Lose Wait" brochure,First National Bank of Chicago is ________ to match service promises with delivery.

Accepted Answer

A)  Offering a service guarantee 
B)  Leveraging social media 
C)  Managing customer education 
D)  Managing horizontal communications 
E)  Using viral marketing 
A)  Offering a service guarantee 
B)  Leveraging social media 
C)  Managing customer education 
D)  Managing horizontal communications 
E)  Using viral marketing

Question 14

Which of the following is NOT a company-controlled factor that influences customer expectations?

Accepted Answer

A)  Advertising 
B)  Personal selling 
C)  Employee appearance 
D)  Word-of-mouth communication 
E)  Pricing strategy 
A)  Advertising 
B)  Personal selling 
C)  Employee appearance 
D)  Word-of-mouth communication 
E)  Pricing strategy

Question 15

A more complex type of integrated marketing communications is needed for goods than for services.

Accepted Answer

A) True 
 B)False

Question 16

What do servicescapes,personal selling and service encounters have in common?

Accepted Answer

They are a

Question 17

When Selena purchased a new refrigerator from Sears,she was told by the salesperson that the refrigerator would be delivered to her apartment Thursday between the hours of 1:00 p.m.and 3:00 p.m.However,the refrigerator was not delivered until 4:00 p.m.on Friday.The late delivery caused Selena to be dissatisfied with Sears' delivery service.Selena's dissatisfaction with Sears' delivery service resulted from:

Accepted Answer

A)  Inadequate management of service promises 
B)  Over-promising and over-delivering 
C)  Inadequate customer education 
D)  Excessive horizontal communication 
E)  Differences in policies and procedures across distribution units 
A)  Inadequate management of service promises 
B)  Over-promising and over-delivering 
C)  Inadequate customer education 
D)  Excessive horizontal communication 
E)  Differences in policies and procedures across distribution units

Question 18

Which of the following is NOT one of the properties of intangibility that has been identified by the research of Banwari Mittal?

Accepted Answer

A)  Nonsearchability 
B)  Abstractness 
C)  Incorporeal existence 
D)  Dynamic vs.static 
E)  Mental impalpability 
A)  Nonsearchability 
B)  Abstractness 
C)  Incorporeal existence 
D)  Dynamic vs.static 
E)  Mental impalpability

Question 19

Discuss the special role that branding plays in service companies.

Accepted Answer

In contrast to branding in goods situati

Question 20

Emory Vision Center has a packet of information that it sends to people who are interested in LASIK surgery.The center also has a doctor available to speak to organizations about how vision can be corrected.In addition,it publishes a newsletter called The Visionary in which it offers family discounts,clarifies patient expectations and notes awards and honors the center receives.The center also manages a web site that contains news on the latest innovative research techniques.Through its communications with current and potential patients,Emory Vision Center is:

Accepted Answer

A)  Managing internal marketing communications 
B)  Resetting customer standards 
C)  Managing customer education 
D)  Leveraging social media 
E)  Creating effective upward communication 
A)  Managing internal marketing communications 
B)  Resetting customer standards 
C)  Managing customer education 
D)  Leveraging social media 
E)  Creating effective upward communication

Once the sale is made,service provider can manage customer education by clarifying expectations after the sale.

_____ means transmitting information across functional boundaries in an organization to align all functions with customer expectations.

The four strategies of tangibilization are documentation,illustration,intimation,and physical representation.

In which of the following services is inadequate customer communication most likely to result in customer dissatisfaction?

Any company that disseminates information through different communications channels needs to be concerned with integrating this information so that customers receive unified messages and promises about its offering.

What's the difference between horizontal and vertical internal communications?

Offering choices to the customer is a strategy for:

______ occur(s)when a service firm develops an advertising campaign without input from operations and contact personnel are not able to deliver service that matches the image portrayed in the advertising.

Creating tiered-value service offerings is a strategy for:

The ad for Walt Disney World shows enthralled spectators watching the daily Disney character parade and has several guests to the park explaining how much they enjoyed the parade.Why is Disney World using testimonials in its ads?

In most companies,it is significantly easier to improve horizontal communications than vertical communications.

Which of the following is NOT a company-controlled factor that influences customer expectations?

A more complex type of integrated marketing communications is needed for goods than for services.

What do servicescapes,personal selling and service encounters have in common?

Which of the following is NOT one of the properties of intangibility that has been identified by the research of Banwari Mittal?

Discuss the special role that branding plays in service companies.

Introduction to Services

Conceptual Framework of the Book: The GAPS Model of Service Quality

Customer Expectations of Service

Customer Perceptions of Service

Listening to Customers Through Research

Building Customer Relationships

Service Recovery

Service Innovation and Design

Customer-Defined Service Standards

Physical Evidence and the Servicescape

Employees Roles in Service Delivery

Customers Roles in Service Delivery

Managing Demand and Capacity

Pricing of Services

The Financial and Economic Impact of Service

Filters

Exam 14: Integrated Service Marketing Communications

Once the sale is made,service provider can manage customer education by clarifying expectations after the sale.

_____ means transmitting information across functional boundaries in an organization to align all functions with customer expectations.

The four strategies of tangibilization are documentation,illustration,intimation,and physical representation.

In which of the following services is inadequate customer communication most likely to result in customer dissatisfaction?

Any company that disseminates information through different communications channels needs to be concerned with integrating this information so that customers receive unified messages and promises about its offering.

What's the difference between horizontal and vertical internal communications?

Offering choices to the customer is a strategy for:

______ occur(s)when a service firm develops an advertising campaign without input from operations and contact personnel are not able to deliver service that matches the image portrayed in the advertising.

Creating tiered-value service offerings is a strategy for:

The ad for Walt Disney World shows enthralled spectators watching the daily Disney character parade and has several guests to the park explaining how much they enjoyed the parade.Why is Disney World using testimonials in its ads?

In most companies,it is significantly easier to improve horizontal communications than vertical communications.

Which of the following is NOT a company-controlled factor that influences customer expectations?

A more complex type of integrated marketing communications is needed for goods than for services.

What do servicescapes,personal selling and service encounters have in common?

Which of the following is NOT one of the properties of intangibility that has been identified by the research of Banwari Mittal?

Discuss the special role that branding plays in service companies.

Introduction to Services

Conceptual Framework of the Book: The GAPS Model of Service Quality

Customer Expectations of Service

Customer Perceptions of Service

Listening to Customers Through Research

Building Customer Relationships

Service Recovery

Service Innovation and Design

Customer-Defined Service Standards

Physical Evidence and the Servicescape

Employees Roles in Service Delivery

Customers Roles in Service Delivery

Managing Demand and Capacity

Pricing of Services

The Financial and Economic Impact of Service

Filters