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Exam 14: Integrated Service Marketing Communications

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Question 1

Multiple Choice

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

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

Correct Answer

verified

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Question 2

Multiple Choice

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Clarifying expectations after the sale is a strategy for:

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

Correct Answer

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C

Question 3

Multiple Choice

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______ 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.

Discuss the special role that branding plays in service companies.

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.

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:

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

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:

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

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:

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:

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

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

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

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

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

Preparing customers for the service process is a strategy for:

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

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:

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