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Exam 14: Integrated Service Marketing Communications

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Question 31

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Every functional area in a Marriott Hotel operates under standard operating procedure manuals where all processes and services are carefully documented.Housekeepers,for example,must perform 64 required steps in cleaning a room.These specific guidelines result in uniformly clean rooms anywhere in the Marriott Hotel chain.By having specific guidelines for cleaning a room,Marriott is avoiding one of the problems associated with:

A) Inadequate management of service promises
B) Over-promising in advertising and personal selling
C) Inadequate external marketing communication
D) Inadequate interactive marketing communications
E) Inadequate internal marketing communications

F) A) and C)
G) B) and D)

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Question 32

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One of the major approaches to overcoming service communication challenges is to manage service promises.What strategies would a large janitorial service use to manage its service promises to match service promises with delivery?

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There are two basic ways to manage servi...

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Question 33

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Which of the following is NOT a strategy a service provider would use if its goal were to manage customer expectations?

Cookies is a retail store where customers host parties for guests to bake and decorate cookies.The store offers customers their money back if the party experience is boring.Cookies is:

Give three examples of external marketing communications.

Why would a health club create tiered-value service offerings? What are the advantages of such a strategy?

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:

Which of the following is a strategy used for managing customer education?

An insurance company that used advertising showing satisfied customers thanking the company for their prompt payment after a flood would be addressing service intangibility.

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

Service providers sometimes need to tell customers that services have been performed for them.To get credit for their actions,service providers need to reinforce their actions with appropriate communication about their accomplishment of the service.After which of the following services customers most likely require further information?

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

A commercial for online courses at Santa Rosa Community College shows an individual doing homework on a laptop computer while lounging on a white sand beach.Which tangibilization strategy is being used in this commercial?

A television production company that asks viewers of a particular show to encourage their friends and relatives to watch next week's episode is using which method to create effective service communications?

The ad for the rental company showed top-of-the-line furniture and appliances with low monthly rental rates.Maureen expected to see similar furniture and appliances when she visited the company's nearby store.But when Maureen entered the store to rent living room furniture and a television,she saw poorly made furniture and appliance seconds.This is an example of which service communication problem?

Cookies is a retail store where customers host parties for guests to bake and decorate cookies.Children attending a party staged at Cookies were upset when the adult owners of the store did all of the baking while they watched.The store owner's insurance provider had told her that she was not covered if a minor was injured on her premises.The children's disappointment was a result of:

Cable TV companies that offer subscribers different programming packages are:

It is impossible to manage customer expectations in a business-to-business situation.

An airline that sells first-class,business-class,and tourist-class seats on its planes has created tiered-value service offerings.

As defined by the service marketing triangle,what are the two types of internal communications?