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Chapter 8 - Services Marketing Quiz

Lorisse Bazley 10 Fragen 1.081 Aufrufe

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  1. 1Which of the following is not a role of marketing communication in services?
    1. AAdding value through communications content
    2. BDifferentiating the services offering
    3. CMinimising the involvement of backstage personnel
    4. DPositioning the services offering
    5. EPromoting contribution of front stage personnel
  2. 2A business sends consumers advertisements by text message based on their location in shopping centres. What kind of marketing communication is this?
    1. AMobile advertising
    2. BSelf-service
    3. CPodcasting
    4. DSocial networking
    5. EWord of mouth
  3. 3Which of the following is NOT a method which would be likely to stimulate or dampen demand to match capacity?
    1. APrice changes
    2. BRoom upgrades at hotel
    3. CRunning promotions
    4. DTraining customers
    5. ECut-price hair style on Tuesdays
  4. 4Mittal and Baker (2002) highlight four problems for marketers seeking to promote service attributes. These are:
    1. Agenerality, abstractness, non-searchability, mental impalpability
    2. Bgenerality, abstractness, non-availability, mental impalpability
    3. Cgenerality, concreteness, non-searchability, mental impalpability
  5. 5The most important thing that Woolworths did to have a smooth transition to their new self-serve technology and educate their customers was to:
    1. Avet intending consumers to ensure they had an understanding of technology
    2. Bpost explicit instructions at the checkout
    3. Chave an online information sheet
    4. Dsend out information fliers to regular customers
    5. Ehave a staff member available to answer customer queries
  6. 6 _______, ______ and _______ represent three broad target audiences for any service communication and strategies.
    1. AMedia; users; employees
    2. BProspects; users; employees
    3. COrganisations; users; employees
    4. DProspects; media; employees
  7. 7The traditional communications mix can be divided into two distinct channels – those that are:
    1. Acontrolled by the organisation and by the media
    2. Binformation-based and those that are not
    3. Ccontrolled by the organisation and those that are not
    4. Dcontrolled by the media and those that are not
    5. Econtrolled by the organisation and those that are controlled by the media
  8. 8If using direct marketing as a tool to send personalised messages to a highly targeted audience, the best approach is to use:
    1. Apermission marketing
    2. Bencourage consumers to sign up for the messages
    3. Cpersuade consumers to volunteer their attention
    4. Dall of the above
    5. Eb and c
  9. 9Two methods which Google uses to enable organisations to display their ads at websites which are part of the Google content networks are:
    1. Aease of use and AdSense
    2. BAdWords and AdSense
    3. Csponsored links and AdSense
    4. DAdWords and ease of use
    5. EAdWords and sponsored links
  10. 10Which of the following is NOT a technique that marketers would be likely to use in encouraging word of mouth from satisfied customers?
    1. ACreating exciting promotions
    2. BPaying for the promotion of word of mouth
    3. CPresenting and publicising testimonials
    4. DReferencing knowledgeable individuals
    5. EReferencing other purchasers

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Chapter 8 - Services Marketing Quiz
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English
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