服务营销第八版英文教辅 Test Bank 7.docx

Chapter 7: Promoting Services and Educating CustomersQUESTION BANKA. Multiple Choice OuestionsGENERAL CONTENT1. Which of the following is not a role played by service marketing communications?a. Add value through communication content.b. Facilitate customer involvement in service production.c. Positioning to attract investors.2. In services, where much of the firm's expertise is hidden, firms mayneed to illustrate equipment, procedures, and employee activities that are taking placea. high-contact; front-stageb. low-contact; backstagec. high-contact; backstaged. low-contact; front-stage3. One approach recommended by advertising experts to train customers is toa. train employees like customersb. use radio advertisingc. show service delivery in actiond. design palpable service environments4. outside peak demand periods poses a serious problem for service industries with, like hotels.a. Low demand; high fixed costsb. Low demand; low fixed costsc. High demand; high fixed costsd. High demand; low fixed costs5. Which of the following is NOT one of the four problems for marketers seeking to promote a service's benefits?a. Distribution.b. Abstractness.c. Generality.d. Mental impalpability.6. Which of the following would be classified under generality in intangibility?a. Safety.b. A hamburger.c. An airline seat.d. Expert advice.Kong's Dragonair, and the kangaroo on Qantas Airlines. Merrill Lynch, the global financial services company, used its famous slogan, “We're Bullish on America" as the basis for its corporate symbol a bull. Easily recognizable corporate symbols are especially important when services are offered in markets where the local language is not written in Roman script or where a significant proportion of the population are unable to read.7. Advertisements based on strategies are often perceived as moreinformative than advertisements.a. visualization; text-onlyb. expert; powerc. utilitarian; text-onlyd. visualization; expert8. Which of the following represents a broad target audience category?a. Donors.b. Competitors.c. Employees.d. Franchisers.9. Which of the following is NOT a common educational and promotional objective in service settings?a. Build awareness of and interest in an unfamiliar service or brand.b. Reposition a service relative to competing offerings.c. Familiarize customers in advance with service processes and their use.d. Encourage trial of competing products.10. Which of the following is NOT a communication task for which marketers use the Internet?a. Promoting consumer awareness and interest.b. Providing information and consultation.c. Facilitating a two-way communication with customers through e-mail and chat rooms.d. Reducing service demand through electronic tracking.APPLICATION CONTENT11. uses the metaphor of a strong commitment to appeal to their customers.a. Prudentialb. Allstatec. Accentured. Merrill Lynch12. Fedex's Panda One is built on.a. direct marketingb. advertisingc. personal sellingd. public relations13. SAS International Hotels devised which one of the following sales promotions targeted at older consumers?a. First to provide senior citizen discounts.b. Provided a discount percentage equivalent to their age.c. A free hotel room if large family gatherings were held at the hotel.d. Discount for large family gatherings.14. refers to a group of technologies for distributing audio or video programs over the Internet using a publisher/subscriber method.a. Podcastingb. Webcastingc. Websitingd. Webscribing15. technology facilitates the rise of user-generated content.a. Podcastingb. Narrowcastingc. TiVod. Web 2.0B. True/Felse QuestionsGENERAL CONTENT1. Communications is more than just advertising, public relations, and professional salespeople. It is also where marketers explain and promote the value proposition of their offering.2. In low-contact services, frontline personnel are central to service delivery.3. Customers do not need training to help them perform well because they already know what they want.4. Publicizing price discounts is one way to encourage self-service on an ongoing basis.5. Advertising and promotions do little to help change the timing of customer usage.6. Mental impalpability refers to the fact that intangibles cannot be searched or inspected before they are purchased.7. Communication messages originate only from the marketing and service delivery channels of the firm.8. Direct marketing involves efforts to stimulate positive interest in an organization and its products by sending out news releases, holding press conferences, staging special events, and sponsoring newsworthy activities initiated by third parties.9. Sales promotion includes sampling, coupon services, sign-up rebates, gifts, prize promotions, and special events.10. Blogs (Web logs) are frequently modified web pages in which entries are listed in chronological sequence.APPLICATION CONTENT11. At Kearney is a good example of a firm, that helps clients achieve high performance.12. UPS is strongly associated with brown, which gives it the image of being reliable and trustworthy.13. Advertising serves to build awareness, inform, persuade, and remind.14. DHL gained significant favorable publicity when it safely transported two giant pandas from Chengdu, China to the National Zoo in Washington, D.C.15. Easyjet built a very successful model based on banner advertising.C. Short Answer OuestionsGENERAL CONTENT1. Who are Prospects?2. List the five Ws in the checklist for marketing communications planning.3. What is a corporate design? Give an example.4. What are some communications tasks for which marketers use the Internet?APPLICATION CONTENT5. List an advertising strategy used to overcome mental impalpability aspects of a service.6. List an advertising strategy used to overcome non-searchability aspects of a service.7. Give an example of an intangible abstract concept in service promotion.8. Give an example of how Starbucks can show the contribution of service personnel and backstage operations.9. Give an example of a metaphor used to communicate a firm's value proposition.10. What form of communication, or communication medium has made Google immensely successful?11. According to the chapter, why are BP's bright green and yellow, Texaco9s red, black and white, and Sunoco's blue, maroon, and yellow so strikingly different?12. What is one of the most widely recognized corporate symbols in the world?D. Essay OuestionsGENERAL CONTENT1. Discuss the strategic and tactical service communication objectives.2. Describe the differences between traditional marketing communication strategies and service business communication strategies.3. Discuss the challenges in developing a communication strategy for services.4. Write a note on messages originating from outside the organization.5. Discuss some of the key planning considerations of marketing communications.APPLICATION CONTENT6. Discuss mental impalpability and provide two examples of strategies used by some firms in advertising, to overcome mental impalpability.7. Discuss the impact that technology like TiVo has on marketing communication efforts.8. Discuss how firms use symbols as a basis for corporate branding.ANSWER KEYA. MULTIPLE CHOICE QUESTIONSGENERAL CONTENT:1-c, 2-b, 3-c, 4-a, 5-a, 6-c, 7-a, 8-c, 9-d, 10-dAPPLICATION CONTENT:11-d, 12-d, 13-b, 14-a, 15-dB. TRUE/FALSEGENERAL CONCEPT:1-T, 2-F, 3-F, 4-T, 5-F, 6-F, 7-F, 8-F, 9-F, 10-FAPPLICATION CONTENT:11-F, 12-T, 13-T, 14-F 15-FC. SHORT ANSWER QUESTIONSGENERAL CONTENT:1. Prospects not usually known in advance, should employ a traditional communications mix, comprising elements such as media advertising, online advertising, public relations, and use of purchased lists for direct mail or telemarketing.2. Who is our target audience, what do we need to communicate and achieve, how should we communicate this, where should we communicate this, and when do the communications need to take place?3. Corporate design is a key to ensure consistent style and message is communicated through all of a hrm's communications mix channels.Ex: using colors in the corporate designs.4. Creating consumer awareness and interest, providing information and consultation, allowing a two-way communication with customers through e-mail and chat rooms, encouraging product trial, allowing customers to place orders, measuring the effectiveness of specific advertising or promotional campaigns.APPLICATION CONTENT:5. Case-history episode (service-process episode, service-consumption episode).6. Consumption documentation (reputation documentation).7. Financial security (expert advice, safe transportation).8. Starbucks has publicity materials and web pages showing customers what service personnel are doing behind the scenes. Starbucks shows how coffee beans are cultivated, harvested and produced, highlighting its use of the finest and freshest ones.9. "You're in Good Hands" 一 Allstate (Prudential's use of the Rock of Gibraltar).10. Word-of-mouth.11. Corporate design is particularly important for companies operating in competitive markets. Gasoline is a particularly competitive industry and firms need to be easily recognizable in different geographical locations.12. McDonald's golden arches.D. ESSAY QUESTIONSGENERAL CONTENT:1. Strategic Service Communications Objectives Strategic objectives include building a service brand, and positioning it and its service products against competition.Tactical Service Communications Objectives Tactical objectives relate to shaping and managing customer's perceptions, beliefs, attitudes and behavior in any of the three stages of the service consumption process. The Service Marketing Communications Funnel is aligned to the AIDA and hierarchy of effects models.2. Traditional marketing communication strategies were largely shaped by the needs and practices associated with manufactured goods. Services require consideration of intangibility of service performances, customer involvement in production, the role of customer contact personnel, the difficulty in evaluating many services, and the need to bring in demand and supply balance. Service quality is often subjective and identical service performances may mean different things to different customers. Most services cannot be inventoried like manufactured goods, and may be subject to delivery constraints.3. Abstractness - financial security or investment-related matters do not have one- to-one correspondence with physical objects. Generality - items that comprise a class of objects, persons, or events are general and not specific enough. Non-searchability - many of the service attributes cannot be searched or inspected before they are purchased. Mental impalpability - Many services are sufficiently complex, multidimensional, or novel in a way that it is difficult to understand the experience of using them.4. Word-of-Mouth (WOM) Positive WOM is important for service firms as services tend to have a high proportion of experience and credence attributes, and are therefore, associated with high perceived risk by potential buyers. Referral reward programs work well for close friends and family. Blogs, Twitter, and Other Social Media as a Type of Online WOM Service firms monitor blogs and view them as a form of immediate market research and feedback. Media Coverage Traditional media coverage of firms and their services is often through a firm's PR activity. Even today this sector promises a wide reach.5. Planning a marketing communications campaign should reflect a good understanding of the service product and how well prospective buyers can evaluate its characteristics in advance of purchase. It is, therefore, essential to understand target market segments and their exposure to different media, as well as consumers Companies have succeeded in creating tangible, recognizable symbols to connect with their corporate brand names. Animal motifs are common physical symbols for services. Examples include the eagles of the US Postal Service (AeroMexico and Eagle Star Insurance also feature an eagle), the lions of ING Vysya Bank and the Royal Bank of Canada, the ram of the investment firm T. Rowe Price, the Chinese dragon of Hong awareness of the product, and their attributes towards it.APPLICATION CONTENT:6. Mental impalpability refers to the complexity, multidimensionality, or novelty of a service such that it is difficult for consumers to understand what the experience of using the service will be like and what benefits will result from it. An example of a firm that utilizes advertising strategies to combat mental impalpability is Accenture, who uses a situation like Tiger Woods golfing, as a metaphor for the high-performance business that Accenture can provide. Another example is the “priceless“ experience expressed by MasterCard advertising that shows all of the tangible and intangible aspects of purchases that can be made with their service.7. TiVo is the modern version of a VCR. It allows customers to pause and fast-forward through programs. This technology allows consumers to skip commercials. Developing a communications plan needs to account for this, specifically with respect to employing alternative communications strategies. More interesting/entertaining commercials that customers desire to watch and product placement in television shows are some of the options available.