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Service Marketing > C7 finals > Flashcards

C7 finals Flashcards

1
Q

________________ is the most visible or audible form of marketing activities.

A

Communication

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2
Q
  • Through ________________, marketers explain and promote the value proposition
    their firm is offering.
A

communications

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3
Q

Communication

  • It should be used intelligently in conjunction with other _______________ for maximizing value.
A

marketing efforts

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4
Q
  • Communications must be viewed with a _______ perspective than just as media advertising, public relations, social media and professional salespeople.
A

broader

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5
Q
  • ________________ must be viewed with a broader perspective than just as media advertising, public relations, social media and professional salespeople.
A

Communications

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6
Q
  • ______________________, in one form or another, is essential to a company’s
    success.
A

Marketing communications

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7
Q

____________ and ________________represent important ways to add value to a product

A

Information
consultation

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8
Q

Provide information to prospective customers

A

ADDING VALUE THROUGH COMMUNICATION
CONTENT

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9
Q
  • Service options available, cost, specific features, functions, service benefits
A

ADDING VALUE THROUGH COMMUNICATION
CONTENT

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10
Q
  • Persuade target customers that service offers best solution to meet their needs
    and build relationship with them
A

ADDING VALUE THROUGH COMMUNICATION
CONTENT

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11
Q
  • Help maintain relationships with existing customers
A

ADDING VALUE THROUGH COMMUNICATION
CONTENT

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12
Q
  • Requires comprehensive, up-to-date customer database and ability to make use of this in a personalized way
A

ADDING VALUE THROUGH COMMUNICATION
CONTENT

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13
Q
  • Direct mail and contacts by telephone, e-mail, websites, text messages
  • For example, doctors sending annual checkup reminders to patients
A

ADDING VALUE THROUGH COMMUNICATION
CONTENT

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14
Q

5 ‘W’S MODEL FOR MARKETING & COMMUNICATIONS PLANNING

A
  • Who is our target audience?
  • What do we need to communicate and achieve?
  • How should we communicate
    this?
  • Where should we communicate this?
  • When should the communication take place?
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15
Q

___________ — not usually known in advance. It is a potential customer
qualified to fit certain criteria outlined by a company based on its business
offerings.

A

Prospects

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16
Q

Employ a traditional communications mix, comprising of elements such
as media advertising, online advertising, public relations, and use of purchased
lists for direct mail or telemarketing.

A

Prospects

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17
Q

__________— existing target audience

A

Users

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18
Q

Reach by cross-or up-selling efforts by frontline employees,
point-of-sale promotions, other information distributed during service
encounters, and location-based mobile apps.

A

Users

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19
Q

_______________ — secondary audience

A

Employees

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20
Q

A well-designed communications campaign through public media targeted at customers can also be motivating for _______________.

A

Employees

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21
Q
  • Include building a service brand, and positioning it and its service products
    against competition.
A

Strategic Service Communications Objectives

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22
Q
  • Companies use marketing communications to persuade target customers that
    their service product offers the best solution to meet those customers’ needs, relative to the offerings of competing firms.
A

Strategic Service Communications Objectives

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23
Q
  • Communication efforts serve not only to attract new users but also to maintain contact with an organization’s existing customers and build relationships with
    them.
A

Strategic Service Communications Objectives

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24
Q
  • Relate to shaping and managing customer’s perceptions, beliefs, attitudes,
    and behavior in any of the three stages of the service consumption process.
A
  • Tactical Service Communications Objectives
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25
Q
  • The Service Marketing Communications Funnel is aligned to the Attention-
    Interest- Desire-Action (AIDA) and Hierarchy of Effects models.
A
  • Tactical Service Communications Objectives
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26
Q

AIDA STANDS FOR WHAT?

A

AWARENESS
INTEREST
DESIRE
ACTION

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27
Q

which was developed almost a century ago, and holds that persuasion to buy a product occurs over time,

A

“AIDA”

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28
Q

explains how customers move from cognitive (awareness), to affective (interest and desire) to behavioral (action) responses.

A

“AIDA”

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29
Q

*_______________________ (the most widely used framework) is used to set up a structured series of advertising message objectives for a particular product, to build upon each successive objective until a sale is ultimately made.

A

Hierarchy-of-effects model

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30
Q

*___________________ is a model of how advertising influences
a consumer’s decision to purchase or not purchase a product or service

A

The hierarchy-of-effects theory

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31
Q

*The objectives of a campaign are (in order of delivery): awareness,
knowledge, liking, preference, conviction, and purchase.

A

The hierarchy-of-effects theory

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32
Q

MAXIMIZING VALUE FROM SERVICE COMMUNICATION
STRATEGY

Promote_______________ to communicate quality ( e.g. highlight the equipment
and facilities, emphasize employee characteristics)

A

tangible cues

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33
Q

Promote tangible cues to communicate quality ( e.g. highlight the equipment
and facilities, emphasize employee characteristics)

A

MAXIMIZING VALUE FROM SERVICE COMMUNICATION
STRATEGY

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34
Q
  • Add value through communication content. ( through information and
    advice)
A

MAXIMIZING VALUE FROM SERVICE COMMUNICATION
STRATEGY

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35
Q
  • Facilitate customer involvement in service production.
A

MAXIMIZING VALUE FROM SERVICE COMMUNICATION
STRATEGY

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36
Q
  • Promote the contribution of service personnel and backstage operations.
A

MAXIMIZING VALUE FROM SERVICE COMMUNICATION
STRATEGY

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37
Q
  • Stimulate and shift demand to match capacity.
A

MAXIMIZING VALUE FROM SERVICE COMMUNICATION
STRATEGY

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38
Q

MAXIMIZING VALUE FROM SERVICE COMMUNICATION
STRATEGY

Promote tangible cues to communicate _________ ( e.g. highlight the equipment
and facilities, emphasize employee characteristics)

A

quality

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39
Q

MAXIMIZING VALUE FROM SERVICE COMMUNICATION
STRATEGY

Add ________ through communication content. ( through information and
advice)

A

value

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40
Q

MAXIMIZING VALUE FROM SERVICE COMMUNICATION
STRATEGY

Facilitate ________ involvement in service production.

A

customer

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41
Q

MAXIMIZING VALUE FROM SERVICE COMMUNICATION
STRATEGY

  • Promote the contribution of service ___________and _____________ operations.
A

personnel
backstage

42
Q

MAXIMIZING VALUE FROM SERVICE COMMUNICATION
STRATEGY

  • Stimulate and shift demand to match ___________.
A

capacity

43
Q

*Marketers have to make decisions on what they want to say (i.e., the message
content)
* How to say the message (i.e., the message structure and format)

A

CRAFTING EFFECTIVE SERVICE COMMUNICATION
(HOW)

44
Q

Problems of Intangibility (4)

A

Abstractness
Generality
Non-searchability
Mental impalpability

45
Q

financial security or investment-related matters do not have
one-to-one correspondence with physical objects

A

Abstractness

46
Q

items that comprise a class of objects, persons, or events are
general and not specific enough

A

Generality

47
Q
  • many of the service attributes cannot be searched
    or inspected physically before they are purchased
A

Non-searchability

48
Q
  • many services are sufficiently complex, multi-dimensional, or novel; it is difficult to understand the experience of using them
A

Mental impalpability

49
Q

Capture and show typical customers benefiting from the service, e.g., by
smiling in satisfaction at a staff going out of his way to help.

A

Abtractness

50
Q

Document facts and statistics about the service delivery system.

A

Generality
•For objective
Claim

51
Q

Document facts and statistics about the service delivery system.

A

Generality
•For objective
Claim

52
Q

Document and cite past service
performance statistics, such as the
number of packages delivered on
time.

A

Generality
•For Subjective
Claim

53
Q

Document and cite past service
performance statistics, such as the
number of packages delivered on
time.

A

Generality
•For Subjective
Claim

54
Q

Obtain and present testimonials
from customers who have
experienced the service

A

Nonsearchability

55
Q

In consumption documentation:

Obtain and present testimonials
from customers who have
experienced the service

A

Nonsearchability

56
Q

In service process episode:

Present a clear step-by-step
documentation of what exactly will happen during the service
experience.

A

Mental impalpability

57
Q

In case history episode:

Present an actual case history of what the firm did for a specific client and how it solved the client’s problem.

A

Mental impalpability

58
Q

In reputation documentation:

If the service is high in credence attributes, then document the awards received, or the
qualifications of the service
provider

A

Nonsearchability

59
Q

Two additional ways to help overcome the problems of intangibility are:

A

Tangible cues
metaphors

60
Q

“vivid information” that catches the audience’s attention. It will
produce a strong and clear feeling about the service offered.(e.g. employees,
facilities, certificates, and awards, or its customers.

A

Tangible cues

61
Q

____________ that are tangible in nature to help communicate the benefits of their service offerings and to emphasize key points of differentiation.

A

Metaphors

62
Q

———- promotes efficiency of its import express service

A

DHL

63
Q

USE OF AN EASILY GRASP METAPHORS

 DHL promotes efficiency of its import express service

________________________________represents how complex importing can be

_______________ represents how easy it would be using DHL’s express service

A

Heavily knotted string
Straight string

64
Q

The_____________ bull has been a symbol for the wealth manager’s business philosophy, which suggests both a bullish market and a strong commitment to the financial performance of its
clients

A

Merrill Lynch

65
Q

The Merrill Lynch ____has been a symbol for the wealth manager’s business philosophy, which suggests both a bullish market and a strong commitment to the financial performance of its clients

A

bull

66
Q

sources of messages received by target audience (where)

what are the sources?

A

production channels
marketing channels

67
Q

production channels (2)

A

front-line staff
service outlets

68
Q

marketing channels (5)

A

advertising
sales promotions
direct marketing
personal selling
public relations

69
Q

messages originating outside organization (2)

A

word of mouth
media editorial

70
Q

3 key sources of messages

A

marketing communications channels

service delivery channels

messages originating from outside the organization

71
Q

marketing communications channels (3)

A

advertising
direct marketing
sales promotion
personal selling
public-relationship marketing

72
Q

service delivery channels (5)

A

service outlets
frontline employees
self-service delivery points
websites & apps
corporate design

73
Q

message originating from outside the organization (4)

A

word of mouth

online social networks

media-initiated coverage in online media media (e.g., Blogs and twitter)

media-initiated coverage in traditional media

74
Q

message transmission channels (4)

A

MESSAGE TRANSMISSION CHANNELS

  1. Messages transmitted through traditional marketing channels.
  2. Messages transmitted online.
  3. Messages transmitted through service delivery channels.
  4. Messages originating from outside the organization.
75
Q
  1. MESSAGES TRANSMITTED THROUGH TRADITIONAL MARKETING CHANNELS (1 OF 2)
A

advertising
sales promotion
direct marketing

76
Q
  • The first point of contact between service marketers and their customers.
  • Marketers are increasingly trying to be more creative with their _____________ to allow their messages to be more effective.
A

Advertising

77
Q
  • Employed for short-term objectives e.g., to accelerate the
    purchasing decision or in motivating customers to use a specific service sooner.
    *____________________ for service firms may take various forms e.g., samples, coupons and other discounts, gifts, and competitions with prizes.
A

Sales promotions

78
Q
  • Offer the potential to send personalized messages to highly targeted micro-segments.
A

Direct Marketing

79
Q

MESSAGES TRANSMITTED THROUGH TRADITIONAL MARKETING CHANNELS (2 OF 2)

A

personal selling
public relations

80
Q

MESSAGES TRANSMITTED ONLINE (2)

A

company’s website
online advertising

81
Q

In MESSAGES TRANSMITTED ONLINE

– Creating consumer awareness and interest.
– Providing information and consultation.
– Allowing two-way communications with customers through email and
chat rooms.
– Encouraging product trial.
– Enabling customers to place orders.
– Measuring the effectiveness of specific advertising or promotional
campaigns.

are example of _________________-

A

company’s website

82
Q

In MESSAGES TRANSMITTED ONLINE

– Banner Advertising
– Search Engine Advertising

are example of what____________

A

online advertising

83
Q

– Both planned and unintended messages reach customers through the medium of the service delivery environment itself.

A

Service Outlets

84
Q

– Communication from frontline staff takes the form of the core service and a variety of supplementary services, including providing information,
giving advice etc.

A

Frontline Employees

85
Q

– ATMs, vending machines, websites, and service apps can be used effectively in communications with current and potential customers.

A

Self-Service Delivery Points

86
Q

– Positive WOM is important as services tend to have a high proportion of experience and credence attributes, and are therefore, associated
with high perceived risk by potential buyers

– Referral reward programs work well for close friends & family

A

Word-of-Mouth (WOM)

87
Q

– Service firms monitor blogs and view them as a form of immediate market research and feedback

A

Blogs, Twitter, and other social media as a type of online WOM

88
Q

Traditional media coverage of firms and their services is often
through a firm’s PR activity. Even today, this sector in the firm promises a wide reach.

A

Media coverage

89
Q

________ is closely matched to the various perceptions and behaviors the firm wants
to manage in the Service Communications Funnel.

A

Timing

90
Q
  • ________________________ is typically managed in a flowchart of the media plan
A

Timing of communications

91
Q
  • ____________is often used to assist with tedious tasks like professional firm Telmar
    which helps companies in;

 Crunch numbers to get toward an optimal media mix and media plan

 Computes key numbers such as the reach of the target audience

 Cost per thousand contacts of the target segment

A

Software

92
Q

Service firms use a number of methods to determine their
communications budget:

– Allocating a percentage of sales or profit
– Matching competitors’ spent amount
– Using last year’s budget

A

BUDGET DECISIONS AND PROGRAM EVALUATION

93
Q
  • Using objective-and-task method known as build up method ( the most logical method) here the estimated costs become the basis for the
    proposed promotions budget.

– Defining the communications objectives
– Determining the tasks needed
– Estimating the costs

A

BUDGET DECISIONS AND PROGRAM EVALUATION

94
Q

can be used alone or in combination with the objective-and-task method

A

Empirical research method

95
Q

– Run a series of tests or field experiments with different communications budgets to determine the optimum level of communications spent

A

Empirical research method

96
Q

ETHICAL AND CONSUMER PRIVACY ISSUES IN
COMMUNICATIONS

(ILLUSTRATE)

A

na

97
Q
  • Key to ensure that a consistent style and message is communicated throughout a
    firm’s communications mix channels.
A

THE ROLE OF CORPORATE DESIGN

98
Q

ties together and reinforces all communications in order to deliver a powerful brand identity.

A

Integrated Marketing Communications

99
Q

The communications from different media and communications
approaches all become part of a single overall message about the service firm and its products.

A

Integrated Marketing Communications

100
Q
  • Employ unified and distinctive visual appearance for all tangible elements to
    facilitate recognition and reinforce a desired brand image.
A

THE ROLE OF CORPORATE DESIGN

101
Q
  • A few popular corporate designs:

– Using the name as a central element in corporate design
– Using a trademark symbol
– Creating tangible and recognizable symbols to associate with their respective
corporate brand names
– Using colors in the corporate designs

A

THE ROLE OF CORPORATE DESIGN

Service Marketing (10 decks)

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