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Exam 14: Integrated Service Marketing Communications

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Question 1

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Emory Vision Center has a packet of information that it sends to people who are interested in LASIK surgery.The center also has a doctor available to speak to organizations about how vision can be corrected.In addition,it publishes a newsletter called The Visionary in which it offers family discounts,clarifies patient expectations and notes awards and honors the center receives.The center also manages a web site that contains news on the latest innovative research techniques.Through its communications with current and potential patients,Emory Vision Center is:

A) Managing internal marketing communications
B) Resetting customer standards
C) Managing customer education
D) Leveraging social media
E) Creating effective upward communication

F) C) and D)
G) B) and D)

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Question 2

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Once the sale is made,service provider can manage customer education by clarifying expectations after the sale.

A) True
B) False

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Question 3

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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's management has _______ to manage customer expectations.

What do servicescapes,personal selling and service encounters have in common?

Discuss the special role that branding plays in service companies.

______ occur(s) 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.

Which of the following is NOT one of the properties of intangibility that has been identified by the research of Banwari Mittal?

Creating tiered-value service offerings is a strategy for:

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

Any company that disseminates information through different communications channels needs to be concerned with integrating this information so that customers receive unified messages and promises about its offering.

The four strategies of tangibilization are documentation,illustration,intimation,and physical representation.

What's the difference between horizontal and vertical internal communications?

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

A more complex type of integrated marketing communications is needed for goods than for services.

Which of the following is NOT a company-controlled factor that influences customer expectations?

When Selena purchased a new refrigerator from Sears,she was told by the salesperson that the refrigerator would be delivered to her apartment Thursday between the hours of 1:00 p.m.and 3:00 p.m.However,the refrigerator was not delivered until 4:00 p.m.on Friday.The late delivery caused Selena to be dissatisfied with Sears' delivery service.Selena's dissatisfaction with Sears' delivery service resulted from:

The ad for Walt Disney World shows enthralled spectators watching the daily Disney character parade and has several guests to the park explaining how much they enjoyed the parade.Why is Disney World using testimonials in its ads?

In which of the following services is inadequate customer communication most likely to result in customer dissatisfaction?

Offering choices to the customer is a strategy for:

When Sarah opened her savings and checking accounts at First National Bank of Chicago,she was given a brochure entitled "How to Lose Wait" that gave her advice on how to avoid delays at the bank and listed her branch's busiest and slowest times.By giving Sarah the "How to Lose Wait" brochure,First National Bank of Chicago is ________ to match service promises with delivery.