Question 1

Which of the following is NOT a communication task for which marketers use the Internet?

Accepted Answer

A) Promoting consumer awareness and interest. 
B) Providing information and consultation. 
C) Facilitating two-way communications with customers through e-mail and chat rooms. 
D) Enabling customers to place orders. 
E) Reducing service demand through electronic tracking. 
A) Promoting consumer awareness and interest. 
B) Providing information and consultation. 
C) Facilitating two-way communications with customers through e-mail and chat rooms. 
D) Enabling customers to place orders. 
E) Reducing service demand through electronic tracking.

Question 2

Sales promotion includes sampling,coupon,sign-up rebates,gifts,prize promotions and special events.

Accepted Answer

A) True 
 B)False

Question 3

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

Question 4

List an advertising strategy used to overcome mental impalpability aspects of a service.

Accepted Answer

Case-histo

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

Publicizing price discounts is one way to encourage self-service on an ongoing basis.

Accepted Answer

A) True 
 B)False

Question 8

Communication messages originate only from the marketing and service delivery channels of the firm.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

Consumptio

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

____________ refers to a group of technologies for distributing audio or video programs over the Internet using a publisher/subscriber method.

Accepted Answer

A) Podcasting 
B) Webcasting 
C) Websiting 
D) Webenabling 
E) Webscribing 
A) Podcasting 
B) Webcasting 
C) Websiting 
D) Webenabling 
E) Webscribing

Question 12

_____________ 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 13

Give an example of an intangible abstract concept in service promotion.

Accepted Answer

The answer of Give an example of an intangible abstract...

Question 14

____________ outside peak demand periods poses a serious problem for service industries with ____________,like hotels.

Accepted Answer

A) Low demand; high fixed costs 
B) Low demand; low fixed costs 
C) High demand; high fixed costs 
D) High demand; low fixed costs 
E) High demand; low variable costs 
A) Low demand; high fixed costs 
B) Low demand; low fixed costs 
C) High demand; high fixed costs 
D) High demand; low fixed costs 
E) High demand; low variable costs

Question 15

____________ uses the metaphor of a strong commitment 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 16

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

Accepted Answer

"You're in

Question 17

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

Accepted Answer

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

Question 18

Customers do not need training to help them perform well because they already know what they want.

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,wha

Question 20

Which of the following would be classified under generality in intangibility?

Accepted Answer

A) Safety. 
B) A hamburger. 
C) An airline seat. 
D) Facility appearance. 
E) Expert advice. 
A) Safety. 
B) A hamburger. 
C) An airline seat. 
D) Facility appearance. 
E) Expert advice.

Which of the following is NOT a communication task for which marketers use the Internet?

Sales promotion includes sampling,coupon,sign-up rebates,gifts,prize promotions and special events.

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

List an advertising strategy used to overcome mental impalpability aspects of a service.

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

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

Publicizing price discounts is one way to encourage self-service on an ongoing basis.

Communication messages originate only from the marketing and service delivery channels of the firm.

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

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

____________ refers to a group of technologies for distributing audio or video programs over the Internet using a publisher/subscriber method.

_____________ technology facilitates the rise of user-generated content.

Give an example of an intangible abstract concept in service promotion.

outside peak demand periods poses a serious problem for service industries with ,like hotels.

____________ uses the metaphor of a strong commitment to appeal to their customers.

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

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

Customers do not need training to help them perform well because they already know what they want.

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

Which of the following would be classified under generality in intangibility?

Introduction to Services Marketing

Customer Behavior in a Services Context

Positioning Services in Competitive Markets

Developing Service Products: Core and Supplementary Elements

Distributing Service Through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Designing 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 Service Leadership

Filters

Exam 7: Promoting Services and Educating Customers

Which of the following is NOT a communication task for which marketers use the Internet?

Sales promotion includes sampling,coupon,sign-up rebates,gifts,prize promotions and special events.

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

List an advertising strategy used to overcome mental impalpability aspects of a service.

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

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

Publicizing price discounts is one way to encourage self-service on an ongoing basis.

Communication messages originate only from the marketing and service delivery channels of the firm.

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

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

____________ refers to a group of technologies for distributing audio or video programs over the Internet using a publisher/subscriber method.

_____________ technology facilitates the rise of user-generated content.

Give an example of an intangible abstract concept in service promotion.

____________ outside peak demand periods poses a serious problem for service industries with ____________,like hotels.

____________ uses the metaphor of a strong commitment to appeal to their customers.

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

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

Customers do not need training to help them perform well because they already know what they want.

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

Which of the following would be classified under generality in intangibility?

Introduction to Services Marketing

Customer Behavior in a Services Context

Positioning Services in Competitive Markets

Developing Service Products: Core and Supplementary Elements

Distributing Service Through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Designing 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 Service Leadership

Filters

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

outside peak demand periods poses a serious problem for service industries with ,like hotels.