Deck 7: Developing the Service Communication Strategy

Question 1

Service staff that predominantly fill an operations role are considered:

A)type 1 service staff.
B)type 2 service staff.
C)type 3 service staff.
D)type 4 service staff.
E)type 5 service staff.

Answer 1

A

Question 2

____ may result in the unanticipated consequence of having two diverse target marketsresponding to the same communication at the same time.

A)Mistargeted communications
B)Communication mix-ups
C)Communication expectations
D)Miscommunicated perceptions
E)Operational conflicts

Answer 2

A

Question 3

When demand for the service is infrequent and therefore the success of the communication strategy may not be realized until a later point in time,it is called the _____ effect.

A)halo
B)SMART
C)lagged
D)target.
E)sporadic

Answer 3

C

Question 4

Consultants who need to have highly developed communication skills because of extended and complex interactions with customers would be considered:

A)type 1 service staff.
B)type 2 service staff.
C)type 3 service staff.
D)type 4 service staff.
E)type 5 service staff.

Question 5

The appropriate communications content during the introduction stage of the product life cycle is:

A)informational.
B)informational and persuasive.
C)persuasive.
D)persuasive and reminder.
E)reminder.

Question 6

Which one of the following communication approaches would be appropriate during the growth and maturity stages of the product life cycle?

A)informational
B)informational and persuasive
C)persuasive
D)persuasive and reminder
E)reminder

Question 7

The array of communication tools available to marketers including advertising,personal selling,publicity,sales promotions,and sponsorships are called:

A)the communication mix.
B)the communication strategy.
C)the impersonal sources.
D)face-to-face sources.
E)the noncommunication strategy.

Question 8

A travel agent planning trips for clients would be considered:

A)type 1 service staff.
B)type 2 service staff.
C)type 3 service staff.
D)type 4 service staff.
E)type 5 service staff.

Question 9

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

A)Encourage repeat purchases.
B)Provide an ongoing contact with customers.
C)Create brand awareness.
D)Express gratitude to the existing customer base.
E)Confirm past purchase decisions.

Question 10

Which of the following is NOT a SMART term?

A)specific
B)measurable
C)achievable
D)relevant
E)transformative

Question 11

The role of the firm's communications strategy is to:

A)remind customers about the firm's goods and services for the purpose of achieving organizational objectives.
B)persuade employees for the purpose of achieving organizational objectives.
C)inform stockholders regarding the firm's organizational objectives.
D)do all of these.
E)do none of these.

Question 12

Differentiation approaches such as competence,courtesy,reliability,and responsiveness are forms of _____ differentiation.

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

Question 13

Service staff who are required to deal with customers quickly and effectively in "once only" situations where large numbers of customers are present are considered:

A)type 1 service staff.
B)type 2 service staff.
C)type 3 service staff.
D)type 4 service staff.
E)type 5 service staff.

Question 14

When targeting users versus nonusers,which form of communication can be used more often with the former than the latter?

A)publicity
B)advertising
C)service provider
D)public relations
E)sales promotions

Question 15

What is the first step in managing the service communication process?

A)Select target markets.
B)Establish communication objectives.
C)Set communication budget.
D)Formulate positioning strategy.
E)Establish the message.

Question 16

Differentiation approaches such as delivery,installation,customer training,consulting services,and repair are forms of _____ differentiation.

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

Question 17

Which of the following is recommended regarding the communications budget?

A)The budget should be set based on what is left over after the firm pays for operating expenses and planned profits.
B)The budget should be set based on a percentage of the previous year's sales.
C)The budget should be set based on promotional spending behavior demonstrated by the competition.
D)The firm's communication objectives should drive the budget.
E)The budget should be increased by a fixed percent every year.

Question 18

The typical McDonald's employee who works the front counter would be considered:

A)type 1 service staff.
B)type 2 service staff.
C)type 3 service staff.
D)type 4 service staff.
E)type 5 service staff.

Question 19

All of the following are broad categories of communication tools that make up the communications mix except:

A)personal selling.
B)sales promotion.
C)personal letters.
D)advertising.
E)publicity and sponsorships.

Question 20

The plan for differentiating the firm from its competitors in consumers' eyes is referred to as the firm's:

A)communication mix.
B)positioning strategy.
C)publicity plan.
D)public relations position.
E)target marketing.

Question 21

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 service aspect.
B)create awareness for the product.
C)surround the physical product with tangible evidence.
D)differentiate the service product from service delivery.
E)use both abstract and concrete elements.

Question 22

Word-of-mouth communication networks are particularly important for service firms because:

A)service customers tend to rely more on personal than nonpersonal sources of information.
B)service firms only offer one brand of service.
C)service firms can seldom afford to pay for promotional efforts.
D)the inseparability of service performance.
E)service customers tend to rely more on nonpersonal than personal sources of information.

Question 23

Which of the following is NOT a recommended guideline for developing service communications?

A)Tangibilize the intangible.
B)Promise what is possible.
C)Reduce consumer fears about variation in performance.
D)Make the service more abstract.
E)Feature the working relationship between provider and customer.

Question 24

Discuss the basic guidelines for developing service communications.

Question 25

The suggested communication strategy to use when the product is tangible dominant is to:

A)create an intangible image for the product.
B)create awareness for the product.
C)surround it with physical cues and tangible evidence.
D)make sure the product is in the evoked set of alternatives.
E)differentiate the service product from service delivery.

Question 26

The ____ refer(s) to printed materials through which the professional image of the firm can be consistently transmitted,including firm brochures,letterhead,envelopes,and business cards.

A)sales promotions
B)public relations
C)visual pathway
D)publicity
E)encoding

Question 27

Prudential's "piece of the rock" is a good example of which of the following guidelines for developing service communications?

A)Tangibilize the intangible.
B)Promise what is possible.
C)Reduce consumer fears about variation in performance.
D)Make the service more abstract.
E)Feature the working relationship between provider and customer.

Question 28

A firm that offers "service guarantees" is attempting to accomplish which of the following guidelines for developing service communications?

A)Tangibilize the intangible.
B)Develop a word-of-mouth communication's network.
C)Reduce consumer fears about variation in performance.
D)Feature the working relationship between provider and customer.
E)Encourage repeat purchases.

Question 29

Explain the difference between type 1,type 2,and type 3 service personnel.

Question 30

Discuss the steps necessary to manage the firm's service communication strategy effectively.

Question 31

Communication cues on which consumers base initial impressions include all of the following except:

A)the welcome letter.
B)the company website.
C)advertisements.
D)signage.
E)the firm's reception area.

Question 32

________ in particular are advocating that professional service providers engage in active marketing communications.

A)Legal professionals
B)Healthcare providers
C)Consumer groups
D)Marketing networking associations
E)Banking associations

Question 33

Discuss the special challenges of professional service providers.

Question 34

The most important piece of regular communication with clients should be the firm's:

A)business cards.
B)brochure.
C)newsletter.
D)billing materials.
E)letterhead.

Question 35

Which of the following are special challenges associated with the service communication strategy?

A)mistargeted communications
B)managing expectations and perceptions
C)advertising to employees
D)selling/operation conflicts
E)all of these

Question 36

The suggested communication strategy to use when the product is intangible dominant is to:

A)create an intangible image for the product.
B)create awareness for the product.
C)surround it with physical cues and tangible evidence.
D)make sure the product is in the evoked set of alternatives.
E)differentiate the service product from service delivery.

Question 37

Which of the following is NOT a special consideration that pertains to professional service providers?

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

Question 38

Discuss the concept of "visual pathway."

Question 39

The written "showpiece" for the firm should be its:

A)business cards.
B)brochure.
C)newsletter.
D)billing materials.
E)letterhead.

Question 40

The ____ is an overall favorable impression or unfavorable impression based on early stages of the service encounter.

A)cognitive dissonance
B)environmental stimulus
C)visual pathway
D)halo effect
E)technical service quality

Question 41

What conflicts often arise in turning professional service providers into proactive marketing personnel?