Question 1

What strategies would a large janitorial service use to manage its service promises to avoid discrepancies between its service delivery and its external communication promises?

Accepted Answer

There are four ways to manage ...

Question 2

Creating tiered value service offerings is a strategy for:

Accepted Answer

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

Question 3

Which of the following is NOT a company-controlled factor that influences customer expectations?

Accepted Answer

A)   Advertising
B)   Personal selling
C)   Employee appearance
D)   Word-of-mouth communication
E)   Pricing strategyF) B) and C)
G) A) and B)

Question 4

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.

Accepted Answer

A)   Nonsearchability
B)   Abstractness
C)   Incorporeal existence
D)   Generality vs. specificity
E)   Mental impalpabilityF) B) and E)
G) None of the above

Question 5

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:

Accepted Answer

A)   Inadequate management of customer expectations
B)   Under-promising and over-delivering
C)   Improper vertical communication
D)   Differences in policies and procedures in internal marketing
E)   Inadequate customer empowermentF) A) and B)
G) B) and C)

Question 6

Clarifying expectations after the sale is a strategy for:

Accepted Answer

A)   Managing service promises
B)   Resetting customer expectations
C)   Improving customer education
D)   Managing horizontal communications
E)   Exceeding customer expectationsF) None of the above
G) A) and D)

Question 7

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

Accepted Answer

A) True 
 B)False  True

Question 8

Which of the following statements about the Banwari Mittal's properties of intangibility is true?

Accepted Answer

A)   Services such as dental care have less nonsearchability than babysitting
B)   An ATM is high in incorporeal existence
C)   Service benefits such as fun and excitement are concrete terms
D)   Services like doctors, amusement parks and health clubs are typically described in specific terms
E)   Services such as an MRI or a cat scan have a high level of mental impalpabilityF) C) and D)
G) All of the above

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

A more complex type of integrated marketing communications is needed for goods than for services.

Accepted Answer

A) True 
 B)False

Question 11

When Sarah opened her savings and checking accounts at First National Bank of Chicago, she was given a brochure entitled "How to Lose Wait" that gave her advice on how to avoid delays at the bank and listed her branch's busiest and slowest times. By giving Sarah the "How to Lose Wait" brochure, First National Bank of Chicago is:

Accepted Answer

A)   Managing service promises
B)   Resetting customer expectations
C)   Improving customer education
D)   Managing horizontal communications
E)   Exceeding customer expectationsF) B) and D)
G) A) and E)

Question 12

The four strategies of tangibilization are:

Accepted Answer

A)   Documentation, visualization, verification and illustration
B)   Illustration, verification, documentation and intimation
C)   Association, physical representation, documentation and visualization
D)   Association, internalization, testimonials and imitation
E)   Intimation, allusion, association and documentationF) A) and E)
G) A) and D)

Question 13

A service provider can improve customer education by clarifying expectations after the sale.

Accepted Answer

A) True 
 B)False

Question 14

Inadequate customer communication occurs when:

Accepted Answer

A)   The services have synchronized supply and demand
B)   Customers are experienced users of the service
C)   The services are low in credence qualities
D)   The service is difficult for the customer to evaluate t even after it has been delivered
E)   The services are high pricedF) None of the above
G) A) and D)

Question 15

Customer education is beneficial for closing provider gap 4 when:

Accepted Answer

A)   The supply and demand of the service are not synchronized
B)   Customers are experienced users of the service
C)   The services are low in credence qualities
D)   The services are classified as low-involvement
E)   The services are high pricedF) A) and D)
G) A) and B) A

Question 16

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

Accepted Answer

A)   Teach customers to avoid peak demand periods and see slow periods
B)   Clarify expectations after the sale
C)   Prepare customers for the service process
D)   Conform performance to standards
E)   Create tiered-value offeringsF) None of the above
G) A) and D)

Question 17

Variations in the supply and demand of services result in:

Accepted Answer

A)   Inadequate management of service promises
B)   Over-promising in advertising and personal selling
C)   Insufficient word-of-mouth-communication
D)   Inadequate horizontal communication
E)   Differences in policies and procedures across distribution unitsF) A) and E)
G) A) and D)

Question 18

Emory Vision Center has a packet of information that it sends to people who are interested in LASIK surgery as well as a doctor who will come speak to your organization about how vision can be corrected. In addition, it publishes a newsletter called The Visionary in which it offers family discounts, clarifies patient expectations and notes awards and honors the center receives. The center also manages a web site that contains news on the latest innovative research techniques. Through its integrated communications with potential patients and patients, Emory Vision Center is:

Accepted Answer

A)   Managing service promises and managing internal marketing communications
B)   Resetting customer expectations and educating customers
C)   Improving customer education and managing service promises
D)   Managing both vertical and horizontal marketing communications
E)   Exceeding customer expectations and educating customersF) A) and B)
G) D) and E) C

Question 19

Cable TV companies that offer subscribers different programming packages are:

Accepted Answer

A)   Managing service promises
B)   Creating tiered-value service offerings
C)   Communicating with customers
D)   Managing horizontal communications
E)   Exceeding customer expectationsF) A) and D)
G) B) and E)

Question 20

Which of the following describes a reason why integrated marketing communications have not been the norm in many companies?

Accepted Answer

A)   Employees circumvent interactive communication norms
B)   Communication autonomy often leads to employee ambiguity
C)   Customer empowerment is short-term
D)   Various parts of the company are responsible for different aspects of communication
E)   The servicescape is designed to impede external communicationF) D) and E)
G) All of the above

Exam 16: Integrated Marketing Communications

What strategies would a large janitorial service use to manage its service promises to avoid discrepancies between its service delivery and its external communication promises?

Correct Answer
verified
There are four ways to manage ...
View Answer

Creating tiered value service offerings is a strategy for:

Correct Answer
verified

Which of the following is NOT a company-controlled factor that influences customer expectations?

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Clarifying expectations after the sale is a strategy for:

Correct Answer
verified

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

Correct Answer
verified
True

Which of the following statements about the Banwari Mittal's properties of intangibility is true?

Correct Answer
verified

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

Correct Answer
verified

A more complex type of integrated marketing communications is needed for goods than for services.

Correct Answer
verified

Correct Answer
verified

The four strategies of tangibilization are:

Correct Answer
verified

A service provider can improve customer education by clarifying expectations after the sale.

Correct Answer
verified

Inadequate customer communication occurs when:

Correct Answer
verified

Customer education is beneficial for closing provider gap 4 when:

Correct Answer
verified
A

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

Correct Answer
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Variations in the supply and demand of services result in:

Correct Answer
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Correct Answer
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C

Cable TV companies that offer subscribers different programming packages are:

Correct Answer
verified

Which of the following describes a reason why integrated marketing communications have not been the norm in many companies?

Correct Answer
verified

Exam 16: Integrated Marketing Communications

What strategies would a large janitorial service use to manage its service promises to avoid discrepancies between its service delivery and its external communication promises?

Correct AnswerverifiedThere are four ways to manage ...View AnswerShow Answer

Creating tiered value service offerings is a strategy for:

Correct AnswerverifiedShow Answer

Which of the following is NOT a company-controlled factor that influences customer expectations?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Clarifying expectations after the sale is a strategy for:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedTrue

Which of the following statements about the Banwari Mittal's properties of intangibility is true?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A more complex type of integrated marketing communications is needed for goods than for services.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The four strategies of tangibilization are:

Correct AnswerverifiedShow Answer

A service provider can improve customer education by clarifying expectations after the sale.

Correct AnswerverifiedShow Answer

Inadequate customer communication occurs when:

Correct AnswerverifiedShow Answer

Customer education is beneficial for closing provider gap 4 when:

Correct AnswerverifiedA

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

Correct AnswerverifiedShow Answer

Variations in the supply and demand of services result in:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedC

Cable TV companies that offer subscribers different programming packages are:

Correct AnswerverifiedShow Answer

Which of the following describes a reason why integrated marketing communications have not been the norm in many companies?

Correct AnswerverifiedShow Answer

Correct Answer
verified
There are four ways to manage ...
View Answer

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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True

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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A

Correct Answer
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Correct Answer
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Correct Answer
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C

Correct Answer
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Correct Answer
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