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Exam 16: Integrated Marketing Communications

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Question 31

Multiple Choice

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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 use of this narrative is one way the chiropractor as a service provider can:

A) Avoid having to educate customers
B) Manage its service promises
C) Encourage horizontal communications
D) Avoid over-promising and under-delivering
E) Manage its internal marketing communications

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

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Question 32

Multiple Choice

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The primary goal of integrated services marketing communications (ISMC) is:

A) Service delivery equal to or greater than promised
B) Lowered customer expectations and higher customer perceptions
C) Servicescape omniscience
D) Homogeneous services
E) Functional internal marketing channels

F) D) and E)
G) B) and D)

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Question 33

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College campuses typically do not bring in entertainment acts during the period from the Monday before Thanksgiving until the next semester commences and many of the acts they request for September, October and early November are booked months in advance. What could a talent agency for some of the acts that perform on college campuses do?

What do services capes; personal selling and service encounters have in common?

The Atlanta Kroger Marketing Area (KMA) publishes a monthly newsletter, Hot Off the Press, to provide information to its employees about food safety and preparation, changes in store policy and exceptional service encounters and the employees who were involved in these encounters. This newsletter is an example of:

If a company's goal is to deliver service greater than or equal to what was promised, it should avoid offering service guarantees.

Any company that disseminates information through different communications channels needs to be concerned with integrating this information so that customers receive unified messages and promises about its offering.

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

The 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:

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

The ad for Disneyworld shows enthralled spectators watching the daily Disney character parade and has several guests to the park explaining how much they enjoyed the parade. Why was Disneyworld using testimonials in its ads?

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 three 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:

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. Services for which customers must be told that the service has been performed have which of the following characteristics?

When Santina purchased a new refrigerator from Sears, she was told by the salesperson that the refrigerator would be delivered to her apartment Thursday between the hours of 1:00 p.m. and 3:00 p.m. However, the refrigerator was not delivered until 4:00 p.m. on Friday. The late delivery caused Santina to be dissatisfied with Sears's delivery service. Santina's dissatisfaction with Sears' delivery service resulted from:

A commercial for Carnival Cruises shows a group of friends scuba diving, rock climbing, dancing and having a really great time. Which strategy for tangibilization is Carnival using in this commercial?

______ occurs when a service firm develops an advertising campaign without input from operations and contact personnel are not able to deliver service that matches the image portrayed in the advertising.

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:

A commercial for an ISP (Internet service provider) that shows an individual answering business questions on is portable computer while lounging on a white sand beach is using which tangibilization strategy?

Service providers should never encourage word-of-mouth communication.

Give three examples of external marketing communications.