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[Finals] SERVICE MARKETING > CHAPTER 7 > Flashcards

CHAPTER 7 Flashcards

1
Q

is the most visible or audible form of marketing activities.

A

COMMUNICATION

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2
Q

Through communications, marketers explain and promote the value proposition their firm is ____

A

OFFERING

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3
Q

It should be used intelligently in conjunction with other marketing efforts for maximizing value.

A

COOMUNICATION

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4
Q

must be viewed with a broader perspective than just media, advertising, public relations, social media and professional salespeople.

A

COMMUNICATIONS

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5
Q

in one form or another, is essential to a company’s success

A

MARKETING COMMUNICATIONS

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6
Q

represent important ways to add value to a product.

A

INFORMATION AND CONSULTATION

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7
Q

THE 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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8
Q

not usually known in advance

A

PROSPECTS

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9
Q

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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10
Q

Employ a traditional communications mix, consisting 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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11
Q

existing target audience.

A

USERS

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12
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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13
Q

Secondary audience

A

EMPLOYEES

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14
Q

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

A

EMPLOYEES

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15
Q

SPECIFYING SERVICE COMMUNICATION OBJECTIVES(WHAT)

A

a.STRATEGIC SERVICE COMMUNICATIONS OBJECTIVES
b.TACTICAL SERVICE COMMUNICATIONS OBJECTIVES

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16
Q

Include building a service brand, and positioning it and its service products against competition.

A

a.STRATEGIC SERVICE COMMUNICATIONS OBJECTIVES

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17
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

a.STRATEGIC SERVICE COMMUNICATIONS OBJECTIVES

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18
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

a.STRATEGIC SERVICE COMMUNICATIONS OBJECTIVES

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19
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

b.TACTICAL SERVICE COMMUNICATIONS OBJECTIVES

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20
Q

aligned to the Attention-Interest-Desire-Action (AIDA) and Hierarchy of Effects models.

A

SERVICE MARKETING COMMUNICATIONS FUNNEL

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21
Q

AIDA stands for?

A

Awareness, Interest, Desire, and Action,

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22
Q

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

A

AIDA

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23
Q

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

A

AIDA

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24
Q

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

HIERARCH-OF-EFFECTS MODEL

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25
Q

model of how advertising influences a consumers’ decision to purchase or not purchase a product or service.
:The objectives of a campaign are (in order delivery): awareness, knowledge, liking, preference, conviction, and purchase.

A

HIERARCH-OF-EFFECTS MODEL

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26
Q

3 key sources of messages

A
  1. MARKETING COMMUNICATIONS CHANNELS
  2. SERVICE DELIVERY CHANNELS
  3. MESSAGES ORIGINATING FROM OUTSIDE THE ORGANIZATION
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27
Q

MARKETING COMMUNICATIONS CHANNELS /Messages transmitted through traditional marketing channels.

A
  • ADVERTISING
    -DIRECT MARKETING
    -SALES PROMOTION
    -PERSONAL SELLING
    -PUBLIC RELATIONS
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28
Q

SERVICE DELIVERY CHANNELS

A

-SERVICE OUTLETS
-FRONTLINE EMPLOYEES
-SELF-SERVICE DELIVERY POINTS
-WEBSITES & APPS
-CORPORATE DESIGN

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29
Q

MESSAGES ORIGINATING FROM OUTSIDE THE ORGANIZATION

A

-WORD-OF-MOUTH
-ONLINE SOCIAL NETWORKS
-MEDIA-INITIATED COVERAGE IN ONLINE MEDIA
-MEDIA-INITIATED COVERAGE IN TRADITIONAL MEDIA

30
Q

The first point of contact between service marketers and their customers.

A

ADVERTISING

31
Q

Marketers are increasingly trying to be more creative with their advertising to allow their messages to be more effective.

A

ADVERTISING

32
Q

Employed for short-term objectives e.g., to accelerate the purchasing decision or in motivating customers to use a specific service sooner.

A

SALES PROMOTION

33
Q

may take various forms e.g., samples, coupons and other discounts, gifts, and competitions with prizes.

A

SALES PROMOTION

34
Q

Offer the potential to send personalized messages to highly targeted micro-segments.

A

DIRECT MARKETING

35
Q

Firms in business-to-business service maintain a sales team or employ agents and distributors to undertake personal selling efforts on their behalf.

A

PERSONAL SELLING

36
Q

can help a service organization build its reputation and credibility, form strong relationships with employees, customers and the community.

A

PUBLIC RELATIONS

37
Q

Sending out news releases, holding press conferences, staging special events, and sponsoring newsworthy activities put on by third parties.

A

PUBLIC RELATIONS

38
Q

Messages transmitted online (ENUMERATION - 2)

A
  1. COMPANY’S WEBSITE
  2. ONLINE ADVERTISING
39
Q

Creating consumer awareness and interest.

A

COMPANY’S WEBSITE

40
Q

Providing information and consultation

A

COMPANY’S WEBSITE

41
Q

Allowing two-way communications with customers through email and chat rooms.

A

COMPANY’S WEBSITE

42
Q

Encouraging product trial

A

COMPANY’S WEBSITE

43
Q

Enabling customers to place orders

A

COMPANY’S WEBSITE

44
Q

Measuring the effectiveness of specific advertising or promotional campaigns.

A

COMPANY’S WEBSITE

45
Q

2 types of Online Advertising

A
  1. Banner Advertising
  2. Search Engine Advertising
46
Q

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

A

SERVICE OUTLETS

47
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

48
Q

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

A

SELF-SERVICE DELIVERY POINTS

49
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.

A

WORD-OF-MOUTH

50
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

51
Q

their services is often through a firm’s PR activity, Even today, this sector in the firm promises a wide reach.

A

MEDIA COVERAGE

52
Q

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

A

TIMING

53
Q

typically managed in a flowchart of the media plan.

A

Timing of communications

54
Q

is often used to assist with tedious tasks like professional firm Telmar.

A

SOFTWARE

55
Q

PROBLEMS OF INTANGIBILITY

A

ABSTRACTNESS
GENERALITY
NON-SERACHABILITY
MENTAL IMPALPABILITY

56
Q

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

A

ABSTRACTNESS

57
Q

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

A

GENERALITY

58
Q

many of the service attributes cannot be searched or inspected physically before they are purchased.

A

NON-SEARCHABILITY

59
Q

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

A

MENTAL IMPALPABILITY

60
Q

OVERCOMING THE PROBLEMS OF INTANGIBILITY

A
  1. TANGIBLE CUES
  2. METAPHORS
61
Q

vivid information” that catches the audience’s attention.

A

TANGIBLE CUES

62
Q

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

63
Q

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

A

METAPHORS

64
Q

Heavily knotted string represents how complex importing can be

A

EASILY GRASP METAPHORS

65
Q

Straight string represents how easy it would be using DHL’S express service.

A

EASILY GARSP METAPHORS

66
Q

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 BULL

67
Q

known as build up method (the most logical method): here the estimated costs become the basis for the proposed promotions budget

A

OBJECTIVE-AND-TASK METHOD

68
Q

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

A

EMPIRICAL RESEARCH METHOD

69
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

70
Q

ETHICAL AND CONSUMER PRIVACY ISSUES IN COMMUNICATIONS

A
  1. UNREALISTIC SERVICE PROMISES
  2. UNETHICAL ADVERTISERS AND SALESPEOPLE
  3. UNWANTED INTRUSION
  4. DECEPTIVE PROMOTIONS
71
Q

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

A

INTEGRATED MARKETING COMMUNICATIONS

72
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

[Finals] SERVICE MARKETING (1 decks)

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