Question 1

____________ uses the metaphor of reaching the top to appeal to their customers.

Accepted Answer

A)  Prudential 
B)  Allstate 
C)  Accenture 
D)  MasterCard 
E)  Merrill Lynch 
A)  Prudential 
B)  Allstate 
C)  Accenture 
D)  MasterCard 
E)  Merrill Lynch

Question 2

____________ and ____________ represent important ways to add value to a product.

Accepted Answer

A)  Reciprocation; classification 
B)  Information; classification 
C)  Information; consultation 
D)  Reciprocation; consultation 
E)  Reciprocation; mediation 
A)  Reciprocation; classification 
B)  Information; classification 
C)  Information; consultation 
D)  Reciprocation; consultation 
E)  Reciprocation; mediation

Question 3

Give an example of a metaphor used to communicate a firm's value proposition.

Accepted Answer

"You're in Good Hand

Question 4

UPS is strongly associated with brown, which gives it the image of being reliable and trustworthy.

Accepted Answer

A) True 
 B)False

Question 5

Communications is more than just advertising, public relations and professional salespeople. It is also where marketers explain and promote the value proposition of their offering.

Accepted Answer

A) True 
 B)False

Question 6

List an advertising strategy used to overcome non-searchability aspects of a service.

Accepted Answer

Consumption document

Question 7

SAS International Hotels devised which of the following sales promotions targeted at older consumers?

Accepted Answer

A)  First to provide senior citizen discounts. 
B)  Provided a discount percent equivalent to their age. 
C)  A free hotel room if large family gatherings were held at the hotel. 
D)  Free ballroom service for large family gatherings. 
E)  Discount for large family gatherings. 
A)  First to provide senior citizen discounts. 
B)  Provided a discount percent equivalent to their age. 
C)  A free hotel room if large family gatherings were held at the hotel. 
D)  Free ballroom service for large family gatherings. 
E)  Discount for large family gatherings.

Question 8

What form of communication, or communication medium, has made Google immensely successful?

Accepted Answer

The answer of What form of communication, or communication medium,...

Question 9

Blogs Web logs) are frequently modified Web pages in which entries are listed in chronological sequence.

Accepted Answer

A) True 
 B)False

Question 10

_____________ technology facilitates the rise of user-generated content.

Accepted Answer

A)  Podcasting 
B)  Narrowcasting 
C)  TiVo 
D)  YouTube 
E)  Web 2.0 
A)  Podcasting 
B)  Narrowcasting 
C)  TiVo 
D)  YouTube 
E)  Web 2.0

Question 11

Give an example of how Starbucks can show the contribution of service personnel and backstage operations.

Accepted Answer

Starbucks has publicity materials and we

Question 12

Describe the differences between traditional marketing communication strategies and service business communication strategies.

Accepted Answer

Traditional marketing communication stra

Question 13

Discuss the impact that technology like TiVo has on marketing communications efforts.

Accepted Answer

TiVo is the modern version of a VCR. It

Question 14

Advertising serves to build awareness, inform, persuade, and remind.

Accepted Answer

A) True 
 B)False

Question 15

Tesco's success is built on ____________.

Accepted Answer

A)  direct marketing 
B)  advertising 
C)  personal selling 
D)  sales promotion 
E)  public relations 
A)  direct marketing 
B)  advertising 
C)  personal selling 
D)  sales promotion 
E)  public relations

Question 16

Mental impalpability refers to the fact that intangibles cannot be searched or inspected before they are purchased.

Accepted Answer

A) True 
 B)False

Question 17

According to the chapter, why are BP's bright green and yellow, Texaco's red, black and white, and Sunoco's blue, maroon, and yellow so strikingly different?

Accepted Answer

Corporate design is particularly importa

Question 18

Advertising and promotions do little to help change the timing of customer usage.

Accepted Answer

A) True 
 B)False

Question 19

List the five W's in the checklist for marketing communications planning.

Accepted Answer

Who is our target audience, wh

Question 20

Ads based on ____________ strategies are often perceived as more informative than ____________ ads.

Accepted Answer

A)  visualization; text-only 
B)  expert; power 
C)  visualization; affective 
D)  utilitarian; text-only 
E)  visualization; expert 
A)  visualization; text-only 
B)  expert; power 
C)  visualization; affective 
D)  utilitarian; text-only 
E)  visualization; expert

____________ uses the metaphor of reaching the top to appeal to their customers.

and represent important ways to add value to a product.

Give an example of a metaphor used to communicate a firm's value proposition.

UPS is strongly associated with brown, which gives it the image of being reliable and trustworthy.

Communications is more than just advertising, public relations and professional salespeople. It is also where marketers explain and promote the value proposition of their offering.

List an advertising strategy used to overcome non-searchability aspects of a service.

SAS International Hotels devised which of the following sales promotions targeted at older consumers?

What form of communication, or communication medium, has made Google immensely successful?

Blogs Web logs) are frequently modified Web pages in which entries are listed in chronological sequence.

_____________ technology facilitates the rise of user-generated content.

Give an example of how Starbucks can show the contribution of service personnel and backstage operations.

Describe the differences between traditional marketing communication strategies and service business communication strategies.

Discuss the impact that technology like TiVo has on marketing communications efforts.

Advertising serves to build awareness, inform, persuade, and remind.

Tesco's success is built on ____________.

Mental impalpability refers to the fact that intangibles cannot be searched or inspected before they are purchased.

According to the chapter, why are BP's bright green and yellow, Texaco's red, black and white, and Sunoco's blue, maroon, and yellow so strikingly different?

Advertising and promotions do little to help change the timing of customer usage.

List the five W's in the checklist for marketing communications planning.

Ads based on strategies are often perceived as more informative than ads.

Introduction to Services Marketing

Consumer Behavior in a Services Context

Positioning Services in Competitive Markets

Developing the Service Concept: Core and Supplementary Elements

Distributing Service Through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Developing and Managing Service Processes

Balancing Demand Against Productive Capacity

Crafting the Service Environment

Managing People for Service Advantage

Managing Relationships and Building Loyalty

Complaint Handling and Service Recovery

Improving Service Quality and Productivity

Organizing for Change Management and Service Leadership

Filters

Exam 7: Promoting Services and Educating Customers

____________ uses the metaphor of reaching the top to appeal to their customers.

____________ and ____________ represent important ways to add value to a product.

Give an example of a metaphor used to communicate a firm's value proposition.

UPS is strongly associated with brown, which gives it the image of being reliable and trustworthy.

Communications is more than just advertising, public relations and professional salespeople. It is also where marketers explain and promote the value proposition of their offering.

List an advertising strategy used to overcome non-searchability aspects of a service.

SAS International Hotels devised which of the following sales promotions targeted at older consumers?

What form of communication, or communication medium, has made Google immensely successful?

Blogs Web logs) are frequently modified Web pages in which entries are listed in chronological sequence.

_____________ technology facilitates the rise of user-generated content.

Give an example of how Starbucks can show the contribution of service personnel and backstage operations.

Describe the differences between traditional marketing communication strategies and service business communication strategies.

Discuss the impact that technology like TiVo has on marketing communications efforts.

Advertising serves to build awareness, inform, persuade, and remind.

Tesco's success is built on ____________.

Mental impalpability refers to the fact that intangibles cannot be searched or inspected before they are purchased.

According to the chapter, why are BP's bright green and yellow, Texaco's red, black and white, and Sunoco's blue, maroon, and yellow so strikingly different?

Advertising and promotions do little to help change the timing of customer usage.

List the five W's in the checklist for marketing communications planning.

Ads based on ____________ strategies are often perceived as more informative than ____________ ads.

Introduction to Services Marketing

Consumer Behavior in a Services Context

Positioning Services in Competitive Markets

Developing the Service Concept: Core and Supplementary Elements

Distributing Service Through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Developing and Managing Service Processes

Balancing Demand Against Productive Capacity

Crafting the Service Environment

Managing People for Service Advantage

Managing Relationships and Building Loyalty

Complaint Handling and Service Recovery

Improving Service Quality and Productivity

Organizing for Change Management and Service Leadership

Filters

and represent important ways to add value to a product.

Ads based on strategies are often perceived as more informative than ads.