Chapter 5

Question 1

What are the 5 gap in a process of selling ?

Answer 1

1 ) Customer Gap - between customer expectations and perceived service

2) Customer expectations - Company perceptions of customer expectations
3) Customer-driven service design and standards – Company perceptions of customers expectations - Not selecting the right service quality designs and standards
4) Service delivery Customer driven service designs and standards
5) Service delivery External communications to customers

Question 2

Why today’s communication are so complex ?

Answer 2

because :

• come from a wide variety of sources
• consistency in communication is critical

Question 3

What are communication tools ?

Answer 3

• Websites
• Search Engine Optimization
• Traditional Advertising
• Online advertising
• Social Media advertising
• Influencers

Question 4

What is internal marketing ?

Answer 4

Vertical communication and horizontal communication between company and employees.

Question 5

What is interactive marketing ?

Answer 5

It’s : Personal selling

• Customer service centre
• Service encounters
• Servicescape between customers and employees ?

Question 6

What is external marketing ?

Answer 6

Between Company and Customers
It’s : Advertising
Sales promotion
Public relations
Direct marketing 
Websites 
Mobile Apps

Question 7

What are the 5 approaches to overcome service communication challenges ?

Answer 7

The goal is service delivery greater than or equal to promises.

1) Address service intangibility
2) Manage service promises
3) Manage customer expectations
4) Manage customer education
5) Manage internal marketing communication

Question 8

What are the tools to address service intangibility ?

Answer 8

1) Use narrative to demonstrate the service experience
2) Present vivid information
3) Use interactive imagery
4) Focus on the tangibles
5) Aim messages at influencers

Question 9

What is the service brand model ?

Answer 9

You have 3 concept :
1) Company’s presented brand
2) Customer experience with company
3) Non-controllable external brand communications
Brand equity awareness associations preference loyalty

Question 10

What are the managing service promises ?

Answer 10

1) Make realistic promises
2) Offer service guarantees
3) Create tiered-value service offerings - different packages
4) Improve customer education
5) Clarify expectations after the sale
6) Teach customers to avoid peak demand periods.