Question 1

______ occurs when a service firm develops an advertising campaign without input from operations and contact personnel are not able to deliver service that matches the image portrayed in the advertising.

Accepted Answer

A)   Inadequate management of service promises
B)   Over-promising in advertising and personal selling
C)   Inadequate customer communication
D)   Inadequate horizontal communication
E)   Differences in policies and procedures across distribution units

Question 2

A chiropractor published a newspaper insert ad that contains almost 1,000 words and described in detail how he has helped patients who have been diagnosed with rheumatoid arthritis and other debilitating diseases to the point where they no longer have to rely on medication and no longer need to have any assistance when walking.The chiropractor is __________ to address service intangibility.

Accepted Answer

A)   Presenting vivid information
B)   Using narrative
C)   Using viral marketing
D)   Using brand icons
E)   Focusing on the tangibles

Question 3

One way to address service intangibility is to offer the customer a variety of choices.

Accepted Answer

A) True 
 B)False

Question 4

There is no way to improve the education of the customer after the sale is made.

Accepted Answer

A) True 
 B)False

Question 5

The ad guaranteed that you would be skydiving after only a couple of hours of lessons.Megan was excited at the prospect.After enrolling in the class,she learned that rather than skydiving by herself,which is what the ad implied,she would be skydiving in tandem (belted to another experienced sky diver) due to safety requirements.Megan's disappointment was the result of:

Accepted Answer

A)   Inadequate management of customer expectations
B)   Under-promising and over-delivering
C)   Improper vertical communication
D)   Differences in policies and procedures across departments
E)   Inadequate customer empowerment A

Question 6

Clarifying expectations after the sale is a strategy for:

Accepted Answer

A)   Conducting market research
B)   Resetting customer expectations
C)   Managing customer education
D)   Managing horizontal communications
E)   Exceeding customer expectations C

Question 7

Because a service is a performance,it often cannot be previewed or inspected in advance.This property of intangibility is known as:

Accepted Answer

A)   Incorporeal existence
B)   Nonsearchability
C)   Generality
D)   Abstractness
E)   Multidimensionality

Question 8

Interaction and measurement are tools used to manage internal marketing communications.

Accepted Answer

A) True 
 B)False

Question 9

Eddie Bauer,a catalog retailer,offers customers three different delivery options: 5 to 7 days via standard delivery; 3 to 4 days via express delivery; or 2 days via express plus delivery.The delivery rates are higher for faster service.For example,on orders over $75 standard delivery is $9.95,express delivery is $15.95 and express plus delivery is S18.95.By offering different delivery options,Eddie Bauer is:

Accepted Answer

A)   Making multilevel service promises
B)   Communicating criteria for service effectiveness
C)   Managing customer expectations
D)   Managing horizontal communications
E)   Exceeding customer expectations

Question 10

Discuss the special role that branding plays in service companies.

Accepted Answer

In contrast to branding in goods situati...

Question 11

Under which of the following conditions should a service provider confirm performance to standards and expectations?

Accepted Answer

A)   The customer cannot evaluate the effectiveness of the service.
B)   The decision maker in the service purchase is different from users of the service.
C)   The service is performed out of sight of the customer.
D)   Answers A and C above
E)   Answers A,B,and C above

Question 12

Last summer,Kenta and Sawako spent part of their vacation in St.Louis and Boston,staying at the St.Louis Hilton and the Boston Hilton.When they checked in at the St.Louis Hilton the front desk clerk was very friendly and helpful.However,when they checked in at the Boston Hilton,the front desk clerk was cold and indifferent.The inconsistent front desk clerk behaviors experienced by Kenta and Sawako resulted from:

Accepted Answer

A)   Inadequate management of service promises
B)   Over-promising in advertising and personal selling
C)   Inadequate external marketing communication
D)   Inadequate interactive marketing communications
E)   Inadequate internal marketing communications

Question 13

Parking for travelers flying out of Hartsfield-Jackson International Airport in Atlanta is difficult,even for those who have the time to look.For those arriving at the airport with only time enough to catch their flight,parking was truly a nightmare until the development of the GoldParker System,which guarantees a convenient parking place to its members.The system is extremely popular among business travelers and works just as advertised.By instituting the GoldParker System,Hartsfield-Jackson's management has_______ to manage customer expectations:

Accepted Answer

A)   Made realistic promises
B)   Created effective horizontal communication
C)   Offered a service guarantee
D)   Engaged in public relations
E)   Created a tiered-value service offering

Question 14

Which of the following products has the highest degree of nonsearchability?

Accepted Answer

A)   Motor oil
B)   Fresh doughnuts
C)   A wedding veil
D)   Fast food
E)   Massage therapy E

Question 15

By guaranteeing that all participants in its dance classes will be able to do the foxtrot by the end of their first lesson or their money will be refunded,the Fred Astaire Dance Studio is:

Accepted Answer

A)   Managing customer expectations
B)   Engaging in public relations
C)   Precisely matching service delivery with service promise
D)   Managing its horizontal communications
E)   Under-promising and over-delivering

Question 16

_____ means transmitting information across functional boundaries in an organization to align all functions with customer expectations.

Accepted Answer

A)   Managing service promises
B)   Resetting customer expectations
C)   Communicating with customers
D)   Managing horizontal communications
E)   Exceeding customer expectations

Question 17

Preparing customers for the service process is a strategy for:

Accepted Answer

A)   Managing service promises
B)   Resetting customer expectations
C)   Managing customer education
D)   Managing horizontal communications
E)   Exceeding customer expectations

Question 18

Internet service providers that offer subscribers their choice of hook-up speed and type of spam blockers are:

Accepted Answer

A)   Making realistic promises
B)   Creating tiered-value service offerings
C)   Communicating with customers
D)   Managing horizontal communications
E)   Exceeding customer expectations

Question 19

In most companies,it is significantly easier to improve horizontal communications than vertical communications.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following statements about communications and the service marketing triangle is true?

Accepted Answer

A)   External marketing communications include advertising,public relations,personal selling and sales promotions
B)   The sides of the service marketing triangle are customers,providers and the company
C)   Interactive marketing communications are exemplified by vertical and horizontal communications
D)   All communications methods that relate to the service marketing triangle are either verbal or print
E)   Service encounters are an example of internal marketing

Exam 14: Integrated Service Marketing Communications

______ occurs when a service firm develops an advertising campaign without input from operations and contact personnel are not able to deliver service that matches the image portrayed in the advertising.

Correct Answer
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Correct Answer
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One way to address service intangibility is to offer the customer a variety of choices.

Correct Answer
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There is no way to improve the education of the customer after the sale is made.

Correct Answer
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Correct Answer
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A

Clarifying expectations after the sale is a strategy for:

Correct Answer
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C

Because a service is a performance,it often cannot be previewed or inspected in advance.This property of intangibility is known as:

Correct Answer
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Interaction and measurement are tools used to manage internal marketing communications.

Correct Answer
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Correct Answer
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Discuss the special role that branding plays in service companies.

Correct Answer
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In contrast to branding in goods situati...
View Answer

Under which of the following conditions should a service provider confirm performance to standards and expectations?

Correct Answer
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Correct Answer
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Correct Answer
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Which of the following products has the highest degree of nonsearchability?

Correct Answer
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E

By guaranteeing that all participants in its dance classes will be able to do the foxtrot by the end of their first lesson or their money will be refunded,the Fred Astaire Dance Studio is:

Correct Answer
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_____ means transmitting information across functional boundaries in an organization to align all functions with customer expectations.

Correct Answer
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Preparing customers for the service process is a strategy for:

Correct Answer
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Internet service providers that offer subscribers their choice of hook-up speed and type of spam blockers are:

Correct Answer
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In most companies,it is significantly easier to improve horizontal communications than vertical communications.

Correct Answer
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Which of the following statements about communications and the service marketing triangle is true?

Correct Answer
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Exam 14: Integrated Service Marketing Communications

______ occurs when a service firm develops an advertising campaign without input from operations and contact personnel are not able to deliver service that matches the image portrayed in the advertising.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

One way to address service intangibility is to offer the customer a variety of choices.

Correct AnswerverifiedShow Answer

There is no way to improve the education of the customer after the sale is made.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedA

Clarifying expectations after the sale is a strategy for:

Correct AnswerverifiedC

Because a service is a performance,it often cannot be previewed or inspected in advance.This property of intangibility is known as:

Correct AnswerverifiedShow Answer

Interaction and measurement are tools used to manage internal marketing communications.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Discuss the special role that branding plays in service companies.

Correct AnswerverifiedIn contrast to branding in goods situati...View AnswerShow Answer

Under which of the following conditions should a service provider confirm performance to standards and expectations?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following products has the highest degree of nonsearchability?

Correct AnswerverifiedE

By guaranteeing that all participants in its dance classes will be able to do the foxtrot by the end of their first lesson or their money will be refunded,the Fred Astaire Dance Studio is:

Correct AnswerverifiedShow Answer

_____ means transmitting information across functional boundaries in an organization to align all functions with customer expectations.

Correct AnswerverifiedShow Answer

Preparing customers for the service process is a strategy for:

Correct AnswerverifiedShow Answer

Internet service providers that offer subscribers their choice of hook-up speed and type of spam blockers are:

Correct AnswerverifiedShow Answer

In most companies,it is significantly easier to improve horizontal communications than vertical communications.

Correct AnswerverifiedShow Answer

Which of the following statements about communications and the service marketing triangle is true?

Correct AnswerverifiedShow Answer

Correct Answer
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A

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C

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In contrast to branding in goods situati...
View Answer

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E

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