Deck 7: Promoting Services and Educating Customers

Question 1

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

Answer 1

False

Question 2

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

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

Answer 2

A

Question 3

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

Answer 3

False

Question 4

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

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.

Question 6

Which of the following is NOT one of the four problems for marketers seeking to promote a service's benefits?

A) Distribution
B) Abstractness
C) Generality
D) Non-searchability
E) Mental impalpability

Question 7

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

Question 8

Direct marketing involves efforts to stimulate positive interest in an organization and its products by sending out news releases, holding press conferences, staging special events, and sponsoring newsworthy activities put on by third parties.

Question 9

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

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

Question 10

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

Question 11

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

Question 12

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

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

Question 13

One approach to training customers, recommended by advertising experts is to ____________.

A) train employees like customers
B) use radio advertising
C) show service delivery in action
D) design palpable service environments
E) explain service procedures in advance

Question 14

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

Question 15

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

Question 16

In low-contact services, frontline personnel are central to service delivery.

Question 17

Which of the following represents a broad target audience category?

A) Donors
B) Competitors
C) Employees
D) Contractors
E) Franchisers

Question 18

Which of the following is NOT a common educational and promotional objective in service settings?

A) Build awareness of and interest in an unfamiliar service or brand.
B) Reposition a service relative to competing offerings.
C) Familiarize customers with service processes in advance of use.
D) Encourage trial of competing products.
E) Recognize and reward valued customers and employees.

Question 19

In ____________ services, where much of the firm's expertise is hidden, firms may need to illustrate equipment, procedures, and employee activities that are taking place ____________.

A) high-contact; front-stage
B) low-contact; backstage
C) high-contact; backstage
D) low-contact; front-stage
E) high-contact; intangibly

Question 20

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

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

Question 21

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

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 22

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

Question 23

Tesco's success is built on ____________.

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

Question 24

What is one of the most widely recognized corporate symbols in the world?

Question 25

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?

Question 26

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

Question 27

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

Question 28

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

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

Question 29

_____________ technology facilitates the rise of user-generated content.

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

Question 30

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

Question 31

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

Question 32

What are some communications tasks that marketers use the internet for?

Question 33

Accenture is a good example of a firm that helps it clients achieve high performance.

Question 34

Discuss some of the key planning considerations of marketing communications.

Question 35

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

Question 36

DHL gained significant favorable publicity when it safely transported two giant pandas from Chengdu, China to the National Zoo in Washington, D.C.

Question 37

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

Question 38

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

Question 39

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

Question 40

Pinstorm built a very successful model based on banner advertising.

Question 41

Discuss mental impalpability and provide two examples of strategies in advertising used by some firms to overcome mental impalpability.

Question 42

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

Question 43

Discuss how firms use symbols as a basis for corporate branding.