服务营销精要英文pptimESMTBCh074900.pdf

49 Chapter 7 Promoting Services and Educating Customers GENERAL CONTENT Multiple Choice Questions 1._ and _ represent important ways to add value to a product.a.Reciprocation;classification b.Information;classification c.Information;consultation d.Reciprocation;consultation e.Reciprocation;mediation(c;Moderate;p.171)2.One approach to training customers,recommended by advertising experts is to _.a.train employees like customers b.use radio advertising c.show service delivery in action d.design palpable service environments e.explain service procedures in advance(c;Moderate;p.171)3.In _ services,where much of the firms expertise is hidden,firms may need to illustrate equipment,procedures,and employee activities that are taking place _.a.high-contact;front-stage b.low-contact;backstage c.high-contact;backstage d.low-contact;front-stage e.high-contact;intangibly(b;Challenging;p.171)4.Which of the following is NOT one of the four problems for marketers seeking to promote a services benefits?a.Distribution b.Abstractness c.Generality d.Non-searchability e.Mental impalpability(a;Challenging;p.172)5._ outside peak demand periods poses a serious problem for service industries with _,like hotels.50 a.Low demand;high fixed costs b.Low demand;low fixed costs c.High demand;high fixed costs d.High demand;low fixed costs e.High demand;low variable costs(a;Challenging;p.172)6.Which of the following would be classified under generality in intangibility?a.Safety.b.A hamburger.c.An airline seat.d.Facility appearance.e.Expert advice.(c;Moderate;p.172)7.Ads based on _ strategies are often perceived as more informative than _ ads.a.visualization;text-only b.expert;power c.visualization;affective d.utilitarian;text-only e.visualization;expert(a;Moderate;p.173)8.Which of the following represents a broad target audience category?a.Donors b.Competitors c.Employees d.Contractors e.Franchisers(c;Moderate;p.175)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 with service processes in advance of use.d.Encourage trial of competing products.e.Recognize and reward valued customers and employees.(d;Moderate;p.175)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.51 c.Facilitating two-way communications with customers through e-mail and chat rooms.d.Enabling customers to place orders.e.Reducing service demand through electronic tracking.(e;Moderate;p.181)True/False 11.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.(True;Easy;p.170)12.Customers do not need training to help them perform well because they already know what they want.(False;Moderate;p.171)13.Publicizing price discounts is one way to encourage self-service on an ongoing basis.(True;Moderate;p.171)14.In low-contact services,frontline personnel are central to service delivery.(False;Moderate;p.171)15.Advertising and promotions do little to help change the timing of customer usage.(False;Moderate;p.172)16.Mental impalpability refers to the fact that intangibles cannot be searched or inspected before they are purchased.(False;Challenging;p.173)17.Communication messages originate only from the marketing and service delivery channels of the firm.(False;Easy;p.177)18.Sales promotion includes sampling,coupon,sign-up rebates,gifts,prize promotions and special events.(False;Easy;p.177)19.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 put on by third parties.(False;Easy;p.179)20.Blogs(Web logs)are frequently modified Web pages in which entries are listed in chronological sequence.52(False;Moderate;p.187)Short Answer 21.Give an example of an intangible abstract concept in service promotion.Financial security(expert advice,safe transportation).(Moderate;p.173)22.List an advertising strategy used to overcome mental impalpability aspects of a service.Case-history episode(service-process episode,service-consumption episode).(Moderate;p.172)23.List an advertising strategy used to overcome non-searchability aspects of a service.Consumption documentation(reputation documentation).(Moderate;p.172)24.List the five Ws in the checklist for marketing communications planning.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?(Challenging;p.175)25.What are some communications tasks that marketers use the internet for?Creating consumer awareness and interest;providing information and consultation;allowing two-way communications with customers through email and chat rooms;encouraging product trial;allowing customers to place orders;measuring the effectiveness of specific advertising or promotional campaigns.(Moderate;p.181)Essay 26.Describe the differences between traditional marketing communication strategies and service business communication strategies.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 53 need to bring demand and supply into balance.Service quality is often subjective and identical service performances may mean different things to different customers.Most services also cannot be inventoried like manufactured goods and may be subject to delivery constraints.(Challenging;p.172)27.Discuss some of the key planning considerations of marketing communications.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 awareness of the product and their attributes toward it.(Moderate;p.174)APPLICATION CONTENT Multiple Choice Questions 28._ uses the metaphor of reaching the top to appeal to their customers.a.Prudential b.Allstate c.Accenture d.MasterCard e.Merrill Lynch(d;Challenging;p.174)29.Tescos success is built on _.a.direct marketing b.advertising c.personal selling d.sales promotion e.public relations(a;Moderate;p.180)30.SAS International Hotels devised which of the following sales promotions targeted at older consumers?a.First to provide senior citizen discounts.b.Provided a discount percent equivalent to their age.c.A free hotel room if large family gatherings were held at the hotel.d.Free ballroom service for large family gatherings.e.Discount for large family gatherings.(b;Challenging;p.180)54 31._ refers to a group of technologies for distributing audio or video programs over the Internet using a publisher/subscriber method.f.Podcasting g.Webcasting h.Websiting i.Webenabling j.Webscribing(a;Moderate;p.184)32._ technology facilitates the rise of user-generated content.a.Podcasting b.Narrowcasting c.TiVo d.YouTube e.Web 2.0(e;Challenging;p.185)True/False 33.Accenture is a good example of a firm that helps it clients achieve high performance.(True;Easy;p.173)34.UPS is strongly associated with brown,which gives it the image of being reliable and trustworthy.(True;Easy;p.176)35.Advertising serves to build awareness,inform,persuade,and remind.(True;Easy;p.178)36.DHL gained significant favorable publicity when it safely transported two giant pandas from Chengdu,China to the National Zoo in Washington,D.C.(False;Moderate;p.179)37.Pinstorm built a very successful model based on banner advertising.(False;Moderate;p.183)Short Answer 38.Give an example of how Starbucks can show the contribution of service personnel and backstage operations.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.55(Challenging,p.171)39.Give an example of a metaphor used to communicate a firms value proposition.“Youre in Good Hands”Allstate(Prudentials use of the Rock of Gibraltar)(Moderate;p.173)40.What form of communication,or communication medium,has made Google immensely successful?Word-of-mouth.(Challenging;p.187)41.According to the chapter,why are BPs bright green and yellow,Texacos red,black and white,and Sunocos blue,maroon,and yellow so strikingly different?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 locations.(Challenging;p.190)42.What is one of the most widely recognized corporate symbols in the world?McDonalds golden arches.(Easy;p.190)Essay 43.Discuss mental impalpability and provide two examples of strategies in advertising used by some firms to overcome mental impalpability.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.An example of a firm that utilizes advertising strategies to combat mental impalpability is Accenture,who uses a golfing situation with Tiger Woods 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.(Moderate;p.173)44.Discuss the impact that technology like TiVo has on marketing communications efforts.56 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.(Moderate;p.184)45.Discuss how firms use symbols as a basis for corporate branding.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 Bank and the Royal Bank of Canada,the ram of the investment firm T.Rowe Price,the Chinese dragon of Hong Kongs Dragonair and the kangaroo on Qantas Airlines.Merrill Lynch,the global financial services company,used its famous slogan,“Were Bullish on America”as the basis for its corporate symbola 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 is are unable to read.(Challenging;p.190)