CHAPTER 7 (Multiple Choice)

Question 1

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

Answer 1

Prospects

Question 2

— existing target audience
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.

Answer 2

Users

Question 3

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

Answer 3

Employees

Question 4

• “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.

Answer 4

Tangible Cues

Question 5

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

Answer 5

Metaphors

Question 6

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

Answer 6

Personal Selling

Question 7

tools can help a service organization build its reputation and
credibility, form strong relationships with its employees, customers and
the community.
e.g sending out news releases, holding press conferences, staging
special events, and sponsoring newsworthy activities put on by third
parties

Answer 7

Public Relations

Question 8

_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

Answer 8

Word-of-Mouth (WOM)

Question 9

_____ ties together and
reinforces all communications in order to deliver a powerful
brand identity.
* The communications from different media and communications
approaches all become part of a single overall message about the
service firm and its products.

Answer 9

Integrated Marketing Communications

Question 10

Is the most visible or audible form of marketing activities

Answer 10

Communication

Question 11

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

Answer 11

Advertising

Question 12

Offer The potential to send personalized messages to highly targeted micro-segments

Answer 12

Direct marketing

Question 13

The most widely used framework..is used to set up a structured series of advertising message objectives for a particular product.

Answer 13

Hierarchy-of-effects model

Question 14

Is a model of how advertising influences a costume’s decision to purchase or not purchase a product or service.

Answer 14

Hierarchy-of-effects theory

Question 15

Service firms may take various forms: eg: samples, coupon, discount, gifts, competition with prize

Answer 15

Sales promotion

Question 16

Communication from Frontline staff takes the form of the core service and a variety of supplementary services.

Answer 16

Frontline employees