Question 1

The Atlanta Kroger Marketing Area (KMA) publishes a monthly newsletter,Hot Off the Press,to provide information to its employees about food safety and preparation,changes in store policy and exceptional service encounters and the employees who were involved in these encounters.This newsletter is an example of:

Accepted Answer

A)   Vertical communications
B)   Vertical integration
C)   Horizontal integration
D)   Informal communication
E)   Interactive marketingF) A) and D)
G) B) and D)

Question 2

A commercial for Carnival Cruises shows a group of friends scuba diving,rock climbing,dancing,and having a really great time.Which strategy for tangibilization is Carnival using in this commercial?

Accepted Answer

A)   Illumination
B)   Physical representation
C)   Allusion
D)   Documentation
E)   VisualizationF) B) and E)
G) D) and E)

Question 3

Inadequate customer communication occurs when:

Accepted Answer

A)   The services have synchronized supply and demand
B)   Customers are experienced users of the service
C)   The services are low in credence qualities
D)   The service is difficult for the customer to evaluate even after it has been delivered
E)   The services are high pricedF) A) and D)
G) C) and D)

Question 4

The reason Kente chose to stay at a particular chain of bed & breakfast inns was because its website promises free breakfast at any inn that did not offer a wake-up service.Yet when Kente stayed at one of the chain's inns,she was allowed to oversleep and missed an important sales call even though she had asked to be awakened at seven when she checked in.The inn manager told her that his hotel did not offer a wake-up service and apologized for her inconvenience.He did not offer her a free breakfast and Kente swore never to stay at the inns again.The chain of inns needs to:

Accepted Answer

A)   Underpromise and overdeliver more services
B)   Coordinate its external communications
C)   Create more functional internal marketing channels
D)   Use more centralization of service definition
E)   Use transformational advertisingF) C) and D)
G) B) and E)

Question 5

List and define the four strategies of tangibilization.Give one example of each.

Accepted Answer

(1)Association means linking the service...

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 expectationsF) A) and C)
G) C) and D)

Question 7

Which of the following describes a reason why integrated marketing communications have not been the norm in many companies?

Accepted Answer

A)   Employees circumvent interactive communication norms
B)   Communication autonomy often leads to employee ambiguity
C)   Customer empowerment is short-term
D)   Various parts of the company are responsible for different aspects of communication
E)   The servicescape is designed to impede external communicationF) None of the above
G) C) and E)

Question 8

Which of the following statements about the Banwari Mittal's properties of intangibility is true?

Accepted Answer

A)   Services such as dental care have less nonsearchability than babysitting
B)   An ATM is high in incorporeal existence
C)   Service benefits such as fun and excitement are concrete terms
D)   Services like doctors,amusement parks and health clubs are typically described in specific terms
E)   Services such as an MRI or a CAT scan have a high level of mental impalpabilityF) C) and E)
G) None of the above

Question 9

Service providers should never encourage word-of-mouth communication.

Accepted Answer

A) True 
 B)False

Question 10

An advertisement for the Four Seasons Hotel featured Marlene Wei,a housekeeper at the Four Seasons Hotel in Chicago.Copy for the advertisement noted that "Marlene is the soul of concern.She cannot sleep well at night unless she is certain you will.Her mission is to enhance your personal comfort and,in turn your professional efficiency the following day".By featuring Marlene Wei in an advertisement,the Four Seasons Hotel is _______ to address service intangibility.

Accepted Answer

A)   Featuring service employees in advertising
B)   Using brand icons
C)   Using documentation
D)   Using viral marketing
E)   Leveraging social mediaF) C) and D)
G) B) and C)

Question 11

Because he has a busy practice,new patients for dentist Dr.Kirby Brown are informed that,unless there is an emergency,the first available appointment will be in three months.If they accept the appointment,they will be reminded of their appointment by a courtesy call.This first visit will take about an hour.On this visit,their teeth will be cleaned and x-rayed,their gums will be examined and the dentist will talk to them about future dental treatment needs.Dr.Brown is _____________ to manage customer expectations.

Accepted Answer

A)   Managing horizontal communications
B)   Making realistic promises
C)   Offering a service guarantee
D)   Offering choices
E)   Coordinating external communicationF) C) and D)
G) B) and C)

Question 12

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 aboveF) A) and D)
G) D) and E)

Question 13

Customer education is beneficial for closing provider gap 4 when:

Accepted Answer

A)   The supply and demand of the service are not synchronized
B)   Customers are experienced users of the service
C)   The services are low in credence qualities
D)   The services are classified as low-involvement
E)   The services are high pricedF) D) and E)
G) C) and E)

Question 14

The four strategies of tangibilization proposed by researchers Leonard Berry and Terry Clark are:

Accepted Answer

A)   Documentation,visualization,verification and illustration
B)   Illustration,verification,documentation and intimation
C)   Association,physical representation,documentation and visualization
D)   Association,internalization,testimonials and imitation
E)   Intimation,allusion,association and documentationF) C) and D)
G) A) and E)

Question 15

Which of the following is NOT a factor that contributes to service communication challenges?

Accepted Answer

A)   Servicescape omniscience
B)   Management of service promises
C)   Service intangibility
D)   Management of customer expectations
E)   Customer educationF) None of the above
G) A) and B)

Question 16

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 expectationsF) D) and E)
G) B) and E)

Question 17

Vernon has a used Nordic Track he wants to sell.He has been told to take it to Play It Again Sports.The retail outlet buys used athletic equipment and resells it.Vernon took his Nordic Track to a store near his house and was given $60 for the machine.Later he learned that other Play It Again Sports stores would have paid him at least $100 for the exercise machine and as much as $120.Vernon's dissatisfaction with Play It Again Sports is the result of:

Accepted Answer

A)   Inadequate management of service promises
B)   Over-promising in advertising and personal selling
C)   Inadequate customer education
D)   Inadequate management of customer perceptions
E)   Differences in policies and procedures across distribution outletsF) A) and B)
G) B) and E)

Question 18

Variations in the supply and demand of services result in:

Accepted Answer

A)   Inadequate management of service promises
B)   Over-promising in advertising and personal selling
C)   Insufficient word-of-mouth-communication
D)   Inadequate horizontal communication
E)   Differences in policies and procedures across distribution unitsF) A) and C)
G) C) and E)

Question 19

Which provider gap occurs if company communications make service promises about its people that do not mesh with employees' actual behavior?

Accepted Answer

Gap 4,the ...

Question 20

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 therapyF) A) and B)
G) A) and D)

Exam 14: Integrated Service Marketing Communications

Correct Answer
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List and define the four strategies of tangibilization.Give one example of each.

Correct Answer
verified
(1)Association means linking the service...
View Answer

Variations in the supply and demand of services result in:

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Inadequate customer communication occurs when:

Correct Answer
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Service providers should never encourage word-of-mouth communication.

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

Correct Answer
verified

Correct Answer
verified

Which of the following is NOT a factor that contributes to service communication challenges?

Correct Answer
verified

The four strategies of tangibilization proposed by researchers Leonard Berry and Terry Clark are:

Correct Answer
verified

Preparing customers for the service process is a strategy for:

Correct Answer
verified

Which provider gap occurs if company communications make service promises about its people that do not mesh with employees' actual behavior?

Correct Answer
verified
Gap 4,the ...
View Answer

Correct Answer
verified

Which of the following describes a reason why integrated marketing communications have not been the norm in many companies?

Correct Answer
verified

Which of the following statements about the Banwari Mittal's properties of intangibility is true?

Correct Answer
verified

Clarifying expectations after the sale is a strategy for:

Correct Answer
verified

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

Correct Answer
verified

Customer education is beneficial for closing provider gap 4 when:

Correct Answer
verified

A commercial for Carnival Cruises shows a group of friends scuba diving,rock climbing,dancing,and having a really great time.Which strategy for tangibilization is Carnival using in this commercial?

Correct Answer
verified

Exam 14: Integrated Service Marketing Communications

Correct AnswerverifiedShow Answer

List and define the four strategies of tangibilization.Give one example of each.

Correct Answerverified(1)Association means linking the service...View AnswerShow Answer

Variations in the supply and demand of services result in:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Inadequate customer communication occurs when:

Correct AnswerverifiedShow Answer

Service providers should never encourage word-of-mouth communication.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following is NOT a factor that contributes to service communication challenges?

Correct AnswerverifiedShow Answer

The four strategies of tangibilization proposed by researchers Leonard Berry and Terry Clark are:

Correct AnswerverifiedShow Answer

Preparing customers for the service process is a strategy for:

Correct AnswerverifiedShow Answer

Which provider gap occurs if company communications make service promises about its people that do not mesh with employees' actual behavior?

Correct AnswerverifiedGap 4,the ...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Which of the following describes a reason why integrated marketing communications have not been the norm in many companies?

Correct AnswerverifiedShow Answer

Which of the following statements about the Banwari Mittal's properties of intangibility is true?

Correct AnswerverifiedShow Answer

Clarifying expectations after the sale is a strategy for:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Customer education is beneficial for closing provider gap 4 when:

Correct AnswerverifiedShow Answer

A commercial for Carnival Cruises shows a group of friends scuba diving,rock climbing,dancing,and having a really great time.Which strategy for tangibilization is Carnival using in this commercial?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
(1)Association means linking the service...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified
Gap 4,the ...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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