MKTG 5310 Ch 9 & 13

What percentage of holiday purchases are returned by consumers, according to the estimate cited in the chapter?

10 to 15 percent

On average, what percentage of customers who have a bad service experience will stop doing business with the company involved?

40 percent

Which of these is NOT a platform for word of mouth communication?

A company newsletter

Which of these creative elements in the long-running series of TV commercials for Aflac is credited with their success?

A duck that squawks the company name

In which of the following cases is a service provider trying to increase nonpeak demand?

A fine dining restaurant is promoting a breakfast service in addition to its popular lunch and dinner options

Which of the following is an example of a gap between management perception and the service-quality specifications?

A service center manager has asked his subordinates to provide fast service, but has not specified a time for the service to be performed.

Which of these is NOT a typical step in the evolution of service delivery models in the manufacturing sector?

At some point, customers become skilled enough that the industry stops offering ancillary services

Which of these is NOT one of the identified best practices of top service companies

Automation at every step of the customer journey C) Service quality

Viral marketing relies on ________ that encourages consumers to pass along audio, video, or written information about company-developed products and services to others online.

word of mouth

Place advertising, or out-of-home advertising, is a broad category that includes many creative and unexpected forms to grab consumers' attention, including all of the following EXCEPT ________.

yellow pages

Leo's manager has asked him and his teammates to demonstrate caring towards customers. They are instructed to learn customers' names and use names while interacting with them. Repeat customers should get special attention, and the team members should remember their preferences and habits. The manager is asking the team to be ________.

empathetic

The ________ dimension of service quality refers to the provision of caring, individualized attention to customers.

empathy

Some believe viral marketing efforts are driven more by the rules of ________ than by the rules of selling

entertainment

Becoming part of a personally relevant moment in consumers' lives through ________ can broaden and deepen a company or brand's relationship with the target market.

events and experiences

Services high in ________ qualities have characteristics that the buyer can evaluate after purchase.

experience

Rather than focusing on selling, ________ aim(s) to let customers experience how the company's offering fits in their life.

experiential marketing

To make private aviation accessible to a larger market of customers, NetJet pioneered ________.

fractional ownership

Adopting extra-role behaviors to manage customer complaints refers to ________.

going beyond one's job description to solve customer problems

Service companies can create ________ by enhancing the clarity of their role, their motivation, and their ability to perform their role.

high-performance customers

Radio is a particularly effective medium ________.

in the morning

Kaya, a chain of skincare clinics, requests each new visitor to fill in their own details on a touchscreen tablet. This is a step in ________

increasing consumer participation

The term ________ refers to the use of a popular online figure to promote a product, service, or brand within his or her social media feed.

influencer marketing

The fact that services are typically produced and consumed simultaneously is known as the ________ aspect of services.

inseparability

Unlike physical products, services cannot be seen, tasted, felt, heard, or smelled before they are bought. This is known as the ________ aspect of services.

intangibility

As a result of the growing complexity of the communication landscape, companies are adopting ________ as an approach to designing, communicating, and delivering a message through multiple strategies that work together and reinforce one another.

integrated marketing communications

Delegating authority to frontline service employees helps to enhance ________.

interactive marketing

A flight with complementary drinks is an example of a ________.

major service with accompanying minor goods and services

Gillette's BLADES text-response program and Amazon's Dash Wi-Fi devices are examples of companies trying to ________.

make ordering easier

Walmart has decided to hire extra clerks during the holiday season. It is said to be ________.

matching its supply with the existing demand

Individual webpages or clusters of pages that function as supplements to a primary website are ________.

microsites

Of the total time U.S. consumers spend with all media, ________ is spent online

more than half

If a semiconductor manufacturer such as AMD writes a technical article discussing its latest CPU chip and pays to have it run in an engineering magazine alongside regular editorial content, this is an example of ________.

native advertising

Apple hosts a large number of ________, which become customers' primary source of product information after warranties expire and are organized by product lines and type of user (consumer or professional).

online communities

Jake had an appointment at the doctor's office, but couldn't make it on time due to traffic. By the time he arrived, the doctor had already begun with the next patient. This illustrates the ________ of services.

perishability

When banks try to make their positioning strategies tangible through the ________ dimension, they make sure the exterior and interior have clean lines, the layout of the desks and the traffic flow are planned carefully, and waiting lines are not overly long.

place

According to the chapter, how have voice assistants such as Amazon's Alexa, Google Home, and Apple's Siri applied artificial intelligence to simplify product ordering?

predicting consumer preferences

Paying to have products appear in TV shows and movies is known as ________.

product placement

During a recession, Zappos decided to stop offering complimentary overnight shipping to first-time buyers and offer it to repeat buyers only, which is an example of the ________ best practice of top service companies.

profit tiers

Many firms have decided to raise fees and lower service for those customers who barely pay their way and to coddle big spenders to retain their patronage as long as possible. This is an example of organizing customers by ________.

profit tiers

Strictly speaking, influencer marketing can be viewed as a mix of ________ and paid endorsement that takes place in the context of social media.

publicity

As one of the key dimensions of service quality, ________ refers to the ability to perform the promised service dependably and accurately.

reliability

The "I Love New York" campaign is a classic example of using publicity to ________.

reposition a mature product

The public relations function of lobbying involves advising management about public issues as well as company positions and image during good times and bad.

FALSE

The zone of tolerance for a service is the perceived economic benefit in relationship to the economic cost

FALSE

In a well-done print ad, what percentage of the audience typically reads most of the copy?

Fewer than 10 percent

According to the dynamic process model, two different types of expectations have opposite effects on perceptions of service quality. One of these is that ________ overall service quality.

Increasing customer expectations of what the firm will deliver improves the perceptions of

________ marketing describes the employees' skill in serving the client.

Interactive

________ communication involves sharing the relevant information from different departments—including product development, market research, sales, and customer service—with the communication team to create an effective and cost-efficient campaign

Internal

________ marketing refers to training and motivating employees to serve customers well.

Internal

Which of these is a way that Singapore Airlines demonstrates customer-centricity?

Investing heavily in employee training so staff are better equipped to serve customers

Marcel downloaded an episode of his daughter's favorite program to his cell phone to ward off a tantrum while they were shopping. Which of the four distinctive characteristics was most critical to enable this action?

It allows for immediate consumption as it is a distribution channel with a payment system

Which of the following is NOT one of the four distinctive characteristics of a mobile device?

It automatically blocks marketing messages

Which of these is one of television's three primary advantages?

It can vividly demonstrate product attributes and persuasively explain their corresponding consumer benefits.

The Caesar Park Hotel generally caters to business customers during the week, but has now decided to promote mini-vacation weekends for non-business customers as well. What is the Caesar Park Hotel trying to do?

It is trying to cultivate nonpeak demand.

A car rental agency offers weekend discounts for car rentals. What can be deduced from this?

It is using differential pricing.

When a theater sells matinee movie tickets at low prices, it aims to shift some demand from the peak to the off-peak period. What is the strategy that the theater is said to be adopting?

It is using differential pricing.

Why is packaging often a determining factor in piquing buyer's interest?

Packaging is usually perceived during a buyer's first encounter with the product.

Which of the following is NOT generally true of online reviews?

People value positive reviews more than negative reviews

Which of the following is an advantage of using radio as an advertising medium?

Pervasive reach

According to researchers, what is the order of importance of the content elements of print ads (from most important to least important)?

Picture, headline, copy

Which of the following functions of public relations departments involves presenting news and information about the organization in the most positive light?

Press relations

Which of the following is true regarding services?

Provider-client interaction is a special feature of services marketing.

Which of the following is an example of a pure service?

Psychotherapy

Which one of the following would be considered high in credence qualities?

Psychotherapy

________ is a marketing communications tool that includes a variety of programs to promote or protect a company's image or individual products.

Public relations

________ refers to the task of securing editorial space—as opposed to paid space—in print and broadcast media to promote or "hype" a product, service, idea, place, person, or organization.

Publicity

Which of these is a key reason that magazines and newspapers can provide detailed product information and effectively communicate user and usage imagery?

Reader consume them at their own pace

Online customer reviews are the second-most trusted source of brand information. What is the most trusted source?

Recommendations from friends and family

Which of these is NOT an objective that publicity is usually employed to achieve?

Recruiting new employees

The "Easy" program that Staples implemented to take the hassle out of ordering office supplies represented which type of solution to customer errors?

Redesign processes and redefine customer roles to simplify service encounters.

Often, a service problem arises from a customer's lack of understanding or ineptitude. Which of the following can help to minimize customer failures?

Redesigning processes to simplify service encounters

Search engine optimization (SEO) describes activities designed to improve the likelihood that a link for a brand is as high as possible in the rank order of all nonpaid links when consumers search for relevant terms.

TRUE

Soap is an example of a pure tangible good

TRUE

Social influence can lead to disproportionally positive online ratings.

TRUE

Social media allow consumers to become engaged with a brand at perhaps a deeper and broader level than ever before.

TRUE

Social media allow marketers to build or tap into online communities, inviting participation from consumers and creating a long-term marketing asset in the process.

TRUE

The rationale behind place advertising is that marketers are better off reaching people where they work, play, and shop.

TRUE

When golf courses provide rules for playing and behaving appropriately, and customers encourage other customers to follow the same rules, they are encouraging customer citizenship via customer coproduction.

TRUE

When it comes to social media, only some consumers want to engage with some brands, and, even then, only some of the time.

TRUE

To which of the following categories of services does a cell phone belong?

Tangible good with accompanying services

Which of the following is generally acknowledged as the most powerful advertising medium and reaches a broad spectrum of consumers at low cost per exposure?

Television

Audi models featured prominently in the blockbuster Iron Man movies, including main character Tony Stark's personal R8 Spyder. Which of the following is the most rational explanation for Audi's decision to associate itself with the movies?

To create experiences and evoke feeling

When a company sponsors a local blood drive, it is most likely focusing on which key reason for sponsoring an event?

To express commitment to the community or on social issue

Rolex calls itself the "Official Timekeeper" of the Wimbledon and Australian Open lawn tennis championships, by virtue of its sponsorships of the marquee events. What is the most likely objective for Rolex's sponsorship deal with these events?

To increase salience of the Rolex bran

Clearly communicating the value of the offering to its target customers via packaging relates to the design principle of ________.

Transparency

Which of the following is NOT one of the key tactics presented in the chapter for attracting and retaining top-quality customer service staff?

Use close supervision to ensure conformance quality

Which of the following will most help service providers overcome the limitation of intangibility of services when positioning itself?

Using brand symbols

________ integration involves aligning the communication objectives with the higher-level goals that guide the company's overarching marketing strategy.

Vertical

Which of these is NOT one of the levels at which integrated marketing communication works?

Virtual integration

Which of these is one of the core principles of successful package design from a marketing communications perspective?

Visibility

Which principle of package design helped Method's distinctive teardrop shaped package contribute to the brand's success?

Visibility

Which of the following extrinsic factors is most likely to sway a consumer's decision about whether to contribute to social media?

Whether it affects their self-image

Cocktail lounges in restaurants are examples of ________.

complementary services

Many firms now have ________ that link the information systems of their suppliers, manufacturing plants, distribution centers, and retailing outlets to improve delivery.

computerized quick-response systems

Without an explicit focus on ________, a company's communication can easily become a random compilation of unrelated (and sometimes even conflicting) messages, designed by different creative teams working in isolation from one another, and distributed though disparate media channels in a way that fails to emphasize their joint impact and might ultimately confuse rather than inform and persuade target customers.

consistency

Which of these online entities are consumers LEAST likely to engage with?

consumer goods

When Reebok pays to have its ads appear on websites with sports- and fitness-related content, this is an example of ________.

contextual placement

When a public relations department of a company advises management about public issues, and company positions and image during good times and bad, it is performing the function of ________.

counseling

Services high in ________ qualities are those services that have characteristics the buyer normally finds hard to evaluate even after consumption.

credence

To facilitate one-stop shopping for marketers, media companies and ad agencies have acquired all these types of service firms EXCEPT ________.

custom manufacturing facilities

The ________ dimension of service quality refers to the willingness to help customers and provide prompt service.

responsiveness

Charles Schwab's best customers are instantly directed to customer service representatives, while other customers have to wait longer. Charles Schwab is trying to ________.

retain the patronage of its most profitable customers

Services high in ________ qualities have characteristics that the buyer can evaluate before purchase.

search

In order to map out the service process, the points of customer contact, and the evidence of service from the customer's point of view, service firms should develop a ________. A) marketing plan

service blueprint

A computer falls into the ________ category of service mix.

tangible good with accompanying services

The ________ dimension of service quality refers to the appearance of physical facilities, equipment, staff, and communication materials

tangibles

The zone of ________ is a range where a service dimension is deemed satisfactory, anchored by the minimum level consumers are willing to accept and the level they believe can and should be delivered.

tolerance

Customers today want separate prices for each service element, and they also want the right to select the elements they want. Customers are said to be pressing for ________ services.

unbundled

When a consumer orders a pair of shoes from Zappos but then returns them because they hurt his feet, this is an example of a(n) ________.

uncontrollable return

Service quality depends on who provides them, when and where they are provided, and to whom they are provided. Thus, services are highly ________.

variable

Researchers studying print advertisements report that the picture, headline, and copy matter in that order.

TRUE

Responsiveness is a company's willingness to help customers and provide prompt service.

TRUE

External marketing describes the training and motivation required by employees in order to properly serve the customers.

FALSE

If Apple wanted to generate or convert sales leads as part of its SEO efforts, it should focus on broader, rather than narrower, search terms.

FALSE

Intangibility with regards to a service means that the service cannot be duplicated across providers.

FALSE

It is not possible for a marketer to manage or facilitate word of mouth.

FALSE

Print advertising in newspapers and magazines is generally acknowledged as the most powerful advertising medium.

FALSE

Reliability refers to the company's willingness to help customers and provide them with prompt service.

FALSE

Salt is an example of a hybrid offering

FALSE

A hybrid offering consists of unequal parts of goods and services, with services being in the majority

FALSE

A person who has a bad customer experience is more likely to talk about it to some people, but someone who has a good experience will talk to more people

FALSE

A pure service requires a capital-intensive good, but the primary item is a service

FALSE

A service results in ownership on the part of the client.

FALSE

All services require the client to be present.

FALSE

Which of the following is an example of a complementary service?

AXA Bank set up automated teller machines so that its customers could avoid standing in line.

Which of the following is an example of a gap between service delivery and external communications?

Amanda chose to shop at Alison's Fashions because the store's website offered on-the-spot alterations. However, when she did buy a dress, she had to wait a week to get it altered.

Bloggers do not need to disclose their relationship with marketers whose products they endorse.

FALSE

________ refer(s) to logos, symbols, characters, and slogans that service providers use in order to make the service and its key benefits more tangible.

Brand elements

Which of the following increases the likelihood a brand is discussed in face-to-face, oral communications?

Brand salience

How does Delta Airlines' Delta Assist team help the company respond to the new era of customer empowerment?

By monitoring social media and responding quickly to questions or complaints

How did Baxter Healthcare simplify the ordering process for its hospital customers?

By supplying hospitals with computer terminals employees can use to send orders directly to the firm.

Which of the following best characterizes average consumers' current media consumption patterns

Consumers spend more time on mobile devices than on radio, magazines, and newspapers combined.

Which of these is mentioned in the chapter as a challenge that results from the growing complexity of the communication landscape?

Coordinating communication to deliver a consistent message across channels

What function does a company's public relations department perform when it promotes understanding of the organization through internal and external communications?

Corporate communications

________ means seeing the world in general, and a company's services in particular, from the customer's point of view.

Customer-centricity

Which of these is a frequent outcome of letting customers be more engaged in the service process?

Customers believe they derive more value from the exchange

Which of the following describes the public relations function of lobbying?

Dealing with legislators and government officials to promote or defeat legislation and regulation

Which of these phenomena has prompted many marketers to begin making relevant and timely offers to consumers on their mobile phones at or near the point of purchase?

Declining redemption rates for traditional coupons

Which of the following is a medium of visual identity for a company?

Dress codes

Which of these is NOT one of the recognized benefits that the internet and cloud computing bring to service delivery and customer relationships in the service sector?

Eliminating service delivery errors

Gloria goes to the same bagel shop every morning because the workers there remember her name and remember her order. They always make her feel welcome. The employees of this bagel shop excel at which of the following determinants of service quality?

Empathy

Which of these is NOT one of the popular PR media formats identified in the chapter?

Employee training

What does "customer citizenship" mean in a service context?

Encouraging patriotism from customers

Which of these is identified as a risk of event sponsorship?

Events can be unpredictable and beyond the sponsor's control.

Corporate museums fall under which type of marketing activity

Experiences

Factory tours fall under which type of marketing activity?

Experiences

JBJ Sports is a leading sporting goods manufacturer from Atlanta. It has recently initiated a program in association with the Food4Kids Foundation, which raises funds to promote nutritional awareness of young children. The company plans to donate $1 for every item it sells in the North American market. Also, JBJ has roped in professional sports teams associated with it to wear the Food4Kids logo on their team gear. Which of the following best describes the motivation for JBJ's involvement in the program?

Expressing commitment to the community or on social issues

Which of these was NOT one of the word of mouth tactics that SodaStream used to promote conversation about the brand?

Extensive television advertising

________ communication coordinates a company's communication activities with those of outside collaborators—including advertising, social media, and public relations agencies; event organizers; and campaign co-sponsors.

External

________ marketing refers to the normal work of preparing, pricing, distributing, and promoting the service to customers.

External

A Nielsen survey found that online customer reviews were the most trusted source of brand information

FALSE

Which of the following is the main advantage of radio as an advertising medium?

Flexibility

MGC Inc. organizes a company-wide picnic once a year. The organizers arranged for the best possible menu thinking that food would be a priority, but the staff were disappointed because the activities were very poorly planned. What kind of a gap is apparent here?

Gap between consumer expectation and management perception

When Faizan went to his doctor for his annual checkup, he was asked to undergo a number of tests. Although the doctor assured him the tests were routine, Faizan thinks the doctor is hiding a grave problem from him. What kind of a gap is apparent here?

Gap between perceived service and expected service

Fernanda came across an ad for a new restaurant that promised authentic French cuisine. When she ate there, however, she was disappointed to find that the food was mediocre and not very authentic. Which of the following gaps of service performance does this demonstrate?

Gap between service delivery and external communications

The customer service representatives at a call center have been asked to handle each call within five minutes. A recent customer survey by the company revealed that customers appreciate it when employees take as much time as needed to answer their questions fully and listen to their grievances, which frequently takes longer than five minutes. What kind of service gap is apparent here?

Gap between service-quality specifications and service delivery

Which of the following represents an aspect of the Empathy dimension of SERVQUAL?

Giving customers individual attention

Which of the following is an advantage of using newspapers as an advertising medium?

Good local market coverage

Which of the following is NOT an example of viral marketing?

Hasbro places a Facebook ad about its TV channel

Which of the following is a disadvantage of using television as an advertising medium?

High relative cost

________ integration involves coordinating all relevant marketing actions—including packaging, pricing, sales promotions, and distribution—with the communication campaign to achieve maximum customer impact.

Horizontal

________ rates the various elements of the service bundle and identifies required actions.

Importance-performance analysis

Which of these is the easiest way to create and measure social media's payoff?

Include a contest, sweepstake, or promotion

AutoZone is the largest chain of automotive parts and accessories retail stores in the United States. If it creates a top-notch ad to run in leading newspapers around the country, what percentage of readers should it expect will notice the ad?

Less than 50 percent

Which of these is NOT one of the identified advantages of online advertising?

Lowest cost of all formats

Which of these is NOT one of the advantages that online ads have over other formats?

Marketers can track whether visitors approve of the sites on which an ad is placed.

On which of these media formats do U.S. consumers spend the most time?

Mobile

Which of these is NOT one of the identified advantages of radio as an advertising medium?

Multimedia

Which of these Big Data techniques are some companies using to match call center employees with specific customers?

Myers-Briggs personality mapping

________ involves materials resembling the publication's editorial content but intended to promote the advertiser's product.

Native advertising

Which of these is NOT a true statement about public relations?

PR activities must be initiated before a crisis hits; they have little value in responding to a crisis after it happens.

Which of these is a true statement about packaging?

Packaging can be a determining factor in piquing the buyer's interest.

One of the key recommendations for managing website privacy "touch points" is preventing human intrusion by using automation whenever possible.

TRUE

Josh gets his motorcycle serviced at Dean's Garage even though there's another garage much closer to home. He prefers Dean's because the work is usually done quickly and the staff try to solve the issues with the bike as soon as possible. Dean's Garage excels at which of the following five determinants of service quality

Responsiveness

Which of the following is an example of a hybrid service?

Restaurant meal

________ describes activities whereby the company pays search engine companies to be featured in the results of particular keyword searches that serve as a proxy for the consumer's product or consumption interests.

Search engine marketing (SEM)

________ describes activities designed to improve the likelihood that a link for a brand ranks as high as possible in the order of all nonpaid links when consumers search online for relevant terms.

Search engine optimization (SEO)

Which of these is a true statement regarding the marketing prowess of service firms versus manufacturing firms?

Service firms once lagged behind manufacturers in terms of marketing skill, but some of the best marketers are now service firms

Which of the following is true for services?

Service providers can be either for-profit or nonprofit.

Which of the following is an example of a pure tangible good?

Shampoo

Which of these can diminish the impact of newspaper advertising?

Short "shelf life"

Which of the following is NOT a benefit of a social media presence for a brand?

Social media allow companies to have a short-term focus.

Which of these was NOT identified in the chapter as one of the main opportunities for differentiating services?

Staff reputation

Which of the following steps will help service firms to increase their quality control?

Standardizing the service-performance process

Which of these is NOT listed in the chapter as a primary function of labeling?

Streamlining manufacturing resource planning

Some services require that the client be present to conduct the service. Which of the following is an example of such a service?

Surgery

A service is essentially intangible

TRUE

A service provider may try to work with larger groups of customers to get around the challenges of inseparability

TRUE

An estimated one-third of all service failures are caused by customers.

TRUE

Consumers are more likely to share a viral video ad when the brand uses pulsing so it is not too intrusive in the video.

TRUE

Contextual placement refers to the ability marketers have to buy ads on websites related to their own offerings.

TRUE

Creative public relations can affect public awareness at a fraction of the cost of advertising.

TRUE

Customers increasingly want unbundled services, with separate prices for each service element and the right to select the elements they want.

TRUE

Effective packaging can cut through the information clutter in the retail environment

TRUE

Importance-performance analysis rates the various elements of the service bundle and identifies required actions.

TRUE

In developing an integrated marketing communications program, the marketer's overriding goal is to create the most effective and efficient communication program possible.

TRUE

Inseparability in the context of a service means that there is a provider-client interaction involved as the provider is part of the service.

TRUE

Interactive marketing describes the employees' skill in serving the client.

TRUE

J.D. Power found that consumers who were "delighted" with an automotive manufacturer's website were more likely to test drive one of its vehicles as a result.

TRUE

Mountain Dew is a brand known for sponsorships of adventure events such as snowboarding and skateboarding competitions. What is the most likely objective of Mountain Dew's sponsorship of these events?

To become part of a personally relevant moment in consumers' lives

How does the element of time distinguish the communication functions of advertising and packaging?

The impact of packaging on the purchase decision is more immediate than the impact of advertising.

Which of the following is a true statement about publicity?

The primary goal of publicity is to attract attention to the company or its offerings

Which of the following is a characteristic of a service?

The service does not result in the ownership of anything

Even though the cost per viewer for online video ads can be cheaper than conventional TV commercials, which of these is a potential disadvantage of online ads?

The smaller mobile screens on which they are often viewed

Which of the following will help a service provider overcome the challenges imposed by the inseparability of services?

Working with larger customer groups

Align Technology's use of digital scanning technology in measuring patients for its Invisalign dental braces was an effort to ________.

ease the ordering process

Frontline employees who ________, advocate the interests and enhance the image of the firm to consumers, and take the initiative to engage in conscientious behavior in dealing with customers can be a critical asset in handling complaints.

adopt extra-role behavior

The ________ determinant of service quality refers to the knowledge and courtesy of employees and their ability to convey trust and confidence in the service they provide.

assurance

The Covid-19 pandemic accelerated the ________ of services by forcing many companies to change course and adapt their businesses by integrating technology to fundamentally change how they deliver value to their customers.

digital transformation

In addition to the fleeting nature of TV commercials, ________ is/are another reason that product-related messages and the brand itself can be overlooked.

distractive creative elements