Ch 16: Managing External and Internal Communications

Question 1

Customers expectations are shaped by (2)

Answer 1

• Uncontrollable factors
• Company controlled factors

Question 2

3 components of service marketing triangle

Answer 2

Company
Employees
Customers

Question 3

Integrated marketing communications (def)

Answer 3

A strategy where all internal and external communication channels are integrated

Question 4

What two things is mutual understanding needed on to create integrated marketing communications (2)

Answer 4

• The company’s marketing strategy
• The company’s promises to customers

Question 5

Factors that contribute to communication challenges (5)

Answer 5

Service intangibility
Management of service promises
Management of customer expectations
Customer education
Internal marketing communications

Question 6

Usability testing (def)

Answer 6

Observing representative users performing tasks such as product and information searches

Question 7

Direct marketing (def)

Answer 7

Involves the use of mail, telephone, email and text messaging to communicate directly with specific customers

Question 8

Personal selling (def)

Answer 8

Face to face presentation by a representative from the firm to make sales and build customer relationship