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Exam 14: Integrated Service Marketing Communications

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Question 21

Multiple Choice

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

A) External marketing communications include advertising,public relations,personal selling and sales promotions
B) The sides of the service marketing triangle are customers,providers and the company
C) Interactive marketing communications are exemplified by vertical and horizontal communications
D) All communications methods that relate to the service marketing triangle are either verbal or print
E) Service encounters are an example of internal marketing

F) A) and E)
G) A) and B)

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Question 22

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Just as all service providers must advertise,all need integration across departments to be able to deliver quality services.

A) True
B) False

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Question 23

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By involving employees in cross-functional teams to align their jobs with end customer requirements,a service firm is:

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

Many companies find themselves in the position of having to manage expectations downward.

Rangu read in the newspaper that he could receive a free month's cable television service if he would agree to use the service for two years.The ad had no other stated restrictions and appeared to apply to the entire county in which Jackson lived.When Rangu went by the cable television office,the salesperson there told Rangu that his area of the community was not eligible for the free month offer.If he wanted cable,he had to pay $400 to have the cable service brought to his house.Rangu experienced a problem with:

Some professional associations manage customer expectations by offering different membership packages to professionals,students and retirees.What is the term used to describe this practice?

Mike hurt his back and has to go to physical therapy every other day.He has a series of exercises he is supposed to do on the days he does not see the therapist.After two months,Mike was not feeling any better and complained to the therapist who at that point realized Mike was not performing all of the stretching exercises that he should be at this point in his rehabilitation.Mike had been handed a booklet when he started his therapy.Because he had only been instructed in how to perform some of the exercises in the booklet but not all of them,he had thought he was not to do the others.Mike feels like he has been wasting his time.The service provider has erred by:

A major cause of _____ is the difference between what a firm promises about a service and what it actually delivers.

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

If a company's goal is to manage customer expectations,it should avoid offering service guarantees.

Which of the following services is highest in incorporeal evidence?

For what communications purpose would a service company create cross-functional teams?

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.

Which of the following is NOT a category of strategy that service providers can use to match service promises with service delivery?

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

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:

An 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:

Josh's teachers describe him as a mathematical genius.His parents did not get any education after high school.They have hired Josh a tutor even though they do not understand why Josh needs to understand string theory and quantum physics.The tutoring that Josh receives has a high degree of _____ for Josh's parents.

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: