Deck 7: Effective Service Promotion

Question 1

The primary role of a service firm's communication mix is to:

A) remind customers
B) persuade customers
C) inform customers
D) all of the above
E) none of the above

Answer 1

all of the above

Question 2

Which of the following is not an element of a service firm's communication mix?

A) personal selling
B) sales promotion
C) positioning strategy
D) advertising
E) publicity and public relations

Answer 2

positioning strategy

Question 3

Differentiation approaches such as delivery, installation, customer training, and repair are forms of:

A) product differentiation
B) personnel differentiation
C) image differentiation
D) service differentiation
E) satisfaction differentiation

Answer 3

service differentiation

Question 4

Which of the following is not a communication objective during the maturity and decline stages of the product life cycle?

A) encourage repeat purchases
B) provide an ongoing contact with customers
C) prepare the way for personal selling efforts
D) express gratitude to the existing customer base
E) confirm past purchase decisions

Question 5

Banking personnel would be considered:

A) type 1 staff
B) type 2 staff
C) type 3 staff
D) type 4 staff
E) the answer would vary depending on their job in the bank

Question 6

Multi-attribute models, such as the rational mathematician model, utilize a choice matrix of attributes, brand scores, and importance weights. Communications can be used to try to influence consumer choice by:

A) return on investment
B) percentage of sales
C) incremental
D) all-you-can-afford
E) competitive parity

Question 7

________ occurs when the same communication message appeals to two diverse market segments.

A) Mistargeted communication
B) Communication mix
C) Communication expectations
D) Communication strategy
E) Selling communication

Question 8

The suggested communication strategy to use when the service firm is a restaurant that offers food and service is to:

A) create an intangible image for the product
B) create awareness for the product
C) surround the product with tangible evidence
D) differentiate the service product from service delivery
E) both a and c

Question 9

Many professional service providers are tentative about advertising despite their legal right to do so. In many instances, providers are cautious due to:

A) client uncertainty
B) third-party accountability
C) difficulties in maintaining quality control
D) limited differentiability
E) tendencies to be proactive

Question 10

Failure to ______ can erase all other communication efforts.

A) project a professional image
B) develop a company brochure
C) turn current clients into company spokespersons
D) make a positive first impression
E) none of the above