Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

SMGT 85 > CHAPTER 7: SERVICE MARKETING COMMUNICATIONS > Flashcards

CHAPTER 7: SERVICE MARKETING COMMUNICATIONS Flashcards

1
Q

-Most visible and audible
-Must be broader perspective advertising and public relations

A

Communication

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

-in one form or another essential to a company success

A

Marketing Communication

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

Represent important ways to add value to a product, provide information

A

Information and consultation

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

Different target audience (who)

A

Prospect
User
Employee

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

-Not usually known in advance
-Potential costumers

A

Prospects

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

Existing target audience

A

Users

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

Secondary audience

A

Employees

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

Specific service communication objectives (what)

A

Strategic service communication service
Tactical service communication objectives

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

Include building service brand, companie use marketing communications not only to attract new customer

A

Strategic service communication objectives

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

Relate to shaping and managing customer perception, beliefs,attitude

A

Tactical service communication objectives

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

Which developed almost a century ago, hold that persuasion accor over time

A

AIDA ( awareness, interest, desire and action

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

The most widely used frame work
Use to set up a structured series of advertising message objective

A

Hierarchy-of-effect model

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

A model how advertising influencer a consumer decision

A

Hierarchy-of -effect theory

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

Crafting effective service communication (how)

A

Abstractness
Generality
Non-searchability
Mental impalpability

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

Vivid information, catch the audience attention

A

Tangible cues

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

That are tangible in nature to help communicate
Impasize key points of differentiation

A

Metaphor

17
Q

Three key source of message

A

-Message transmitted through traditional marketing
- Message transmitted online
- Message transmitted through service delivery channel

18
Q

First point of contact, trying more creative

A

Advertising

19
Q

Employed for short term objectives,service firm may take various

A

Sales promotion

20
Q

Offer ther potential to send personalized message to highly targeted micro segment

A

Direct Marketing

21
Q

Firm business to business service maintain the sales team

A

Personal Selling

22
Q

Can help a service organization build it’s reputation
Sending out news release, holding press conference

A

Public relation

23
Q

Both planned and unintended message
Through medium

A

Service Outlets

24
Q

Communication from frontline staff take the form of the core service

A

Frontline employees

25
Q

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

A

Self service delivery points

26
Q

Creating consumer awareness and interest

A

Company website

27
Q

Banner advertising, search engine advertising

A

Online advertising

28
Q

Positive wom important as service tend to have high portion of experience

A

Word of mouth

29
Q

Service from monitor blog and view them as a from od immediate market research and feedback

A

Blogs twitter and other social media as a types of online WOM

30
Q

Traditional media coverage and their service is often through a firm PR activity

A

Media Coverage

31
Q

closely matched tonthe various perception and behavior

A

Timing

32
Q

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

A

Empirical research method

33
Q

Keys to insure that consistent style and massage is communicated

A

The role of corporate design

34
Q

Keys to insure that consistent style and massage is communicated

A

The role of corporate design

35
Q

Ties together and rainforce all communication

A

Integrated Marketing Communication

SMGT 85 (3 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2025 Bold Learning Solutions. Terms and Conditions