Promoting Services And Educating Customers

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Questions Bank

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
Promoting Services and Educating Customers
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
Building a World-Class Service Organization

All Questions

Question 1

Free

Multiple Choice

An effective communication strategy does NOT consider which of the following?

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Prospective buyer

Consumer's media habits

Employee preference

Content, structure and style of message

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Question 2

Free

Multiple Choice

Which of the following is not a communication objective?

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Position the brand

Manage customer search

Manage customer satisfaction

Manage communication channels

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Question 3

Free

Multiple Choice

In order to manage service encounter, services communication tries to ____________ .

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build awareness

manage customer satisfaction

develop liking

familiarize customers with the service process in advance

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Question 4

Free

Multiple Choice

Which of the following is not a role played by service marketing communications?

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Add value through communication content.

Facilitate customer involvement in service production.

Positioning to attract investors.

Stimulate or dampen demand to match capacity.

Position and differentiate the service.

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Question 5

Free

Multiple Choice

Problems of intangibility include which of the following?

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Clutter

Creative

Non-searchability

Message design

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Question 6

Multiple Choice

Direct marketing is a form of ____________ .

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personal channel

non-personal channel

mass media

Above the line

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Question 7

Multiple Choice

Which of the following does NOT represent sales promotion considerations?

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Focus on permission-based marketing

Provide an incentive for purchase

Time specificity

Customer group focus

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Question 8

Multiple Choice

A sticky site is

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slow to download

not updated frequently

high in quality content

Only a & b.

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Question 9

Multiple Choice

Service delivery channels include ____________ .

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Service outlets

Self-service delivery points

Front-line employees

All of the above

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Question 10

Multiple Choice

Corporate design includes ____________ .

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trademarked symbols

tangible, recognizable symbols

corporate colors.

All of the above.

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Question 11

True/False

Communication objectives are "what" decisions while "where" and "how" are tactical decisions.

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True

False

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Question 12

True/False

One of the challenges in service communication is problem of intangibility.

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True

False

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Question 13

True/False

The AIDA model moves from cognitive to affective to behavioural responses.

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True

False

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Question 14

True/False

Non-personal mass media tend to be effective in creating awareness and positioning the service.

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True

False

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Question 15

True/False

Communication in the servicescape can be used to manage consumer behavior during service encounter.

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True

False

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Question 16

True/False

Subjective claims in service marketing can be presented through a testimonial.

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True

False

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Question 17

True/False

Corporate communication is essential to ensure that a consistent style and message is communicated through all the channels

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True

False

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Question 18

True/False

Corporate design ties together and reinforces all communications to deliver strong brand identity.

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True

False

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Question 19

True/False

The timing of communication is typically managed with the help of a media plan.

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True

False

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Question 20

Essay

Who are the targeted audiences for services communication?

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