Marketing Communication Strategy Quiz

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Questions and Answers

What is the first step in managing the service communication strategy?

Setting the Communication Budget

Monitoring the Communication Strategy

Establishing Communication Objectives

Selecting Target Markets (correct)

The Communication Budget should be established after the Target Markets are selected.

True

Name one of the environmental forces that can affect a company's marketing strategy.

Economic conditions

The five components of the marketing communication mix include advertising, personal selling, sales promotion, public relations, and _______.

sponsorship Signup and view all the answers

Which of the following is NOT a component of the marketing communication mix?

Guerilla Marketing Signup and view all the answers

Match the steps in managing the service communication strategy with their correct order:

<ol> <li>Establishing Communication Objectives = 2</li> <li>Selecting Target Markets = 1</li> <li>Setting the Communication Budget = 3</li> <li>Formulating the Positioning Strategy = 4</li> <li>Establishing Message and Media Strategies = 5</li> <li>Monitoring, Evaluating and Controlling the Communication Strategy = 6</li> </ol> Signup and view all the answers

What is a classic example of a company that adapted its service communication strategy?

GEICO Signup and view all the answers

The service communication strategy should remain static and not adapt to business conditions.

False Signup and view all the answers

Which stage of the Product Life Cycle focuses on creating brand awareness and encouraging trial?

Introduction Signup and view all the answers

The growth and maturity stage of the Product Life Cycle primarily requires persuasive communication tactics.

True Signup and view all the answers

What communication objective is essential during the maturity and decline stage of the Product Life Cycle?

Encourage repeat purchases Signup and view all the answers

The _____ budgeting technique involves setting the budget based on a percentage of the previous year’s sales.

percentage-of-sales Signup and view all the answers

Match each budgeting technique with its correct description:

Top-down budgeting = Set by upper management Bottom-up budgeting = Set by the product level or brand manager Incremental budgeting = Increased by a fixed percent every year All-you-can-afford approach = Set based on leftover funds after expenses Signup and view all the answers

During the growth stage, which of the following is NOT a communication objective?

Express gratitude to existing customers Signup and view all the answers

Top-down budgeting is determined by input from product level managers.

False Signup and view all the answers

Describe the bottom-up/top-down budgeting technique.

Set by the product level and then revised by upper management Signup and view all the answers

What does the Objective-and-Task method set?

Amount necessary to achieve communication objectives Signup and view all the answers

Product differentiation includes aspects like durability and repairability.

True Signup and view all the answers

Name one type of staff in media strategies for targeting users.

Type 1 Staff Signup and view all the answers

____ differentiation includes the delivery speed and accuracy.

Service Signup and view all the answers

Match the following types of service staff with their characteristics:

Type 1 Staff = Deal with customers quickly and effectively Type 2 Staff = Requires some independent decision making Type 3 Staff = Tasks are complex and often nonrepeatable Signup and view all the answers

Which of the following is NOT a factor of personnel differentiation?

Design Signup and view all the answers

Managing expectations and perceptions is a special challenge of the service communication strategy.

True Signup and view all the answers

What is one identified challenge in service communication strategies?

Mistargeted communications Signup and view all the answers

Which communication strategy focuses on reducing consumer fears about performance variation?

Determining service quality dimensions Signup and view all the answers

The main goal of service communication is to make the service easily understood.

True Signup and view all the answers

Name one challenge that professional service providers face in their marketing efforts.

Limited marketing knowledge base Signup and view all the answers

To successfully market services, it is important to feature working relationships between the __________ and provider.

customer Signup and view all the answers

Match the following communication strategies with their description:

Tangibilize the intangible = Making abstract services more concrete Promise what is possible = Setting realistic customer expectations Reduce consumer fears = Addressing variability in service performance Feature working relationships = Highlighting customer-provider interactions Signup and view all the answers

What is a common characteristic of professional service providers?

Experience is essential Signup and view all the answers

Third-party accountability is a concern for professional service providers.

True Signup and view all the answers

Effective service communication should focus on __________ the service product from service delivery.

differentiating Signup and view all the answers

Which of the following is NOT part of the marketing communication mix?

Online surveys Signup and view all the answers

Monitoring, evaluating, and controlling the communication strategy is the final step in managing the service communication strategy.

True Signup and view all the answers

What is one challenge that professional service providers face in their marketing efforts?

Managing expectations and perceptions Signup and view all the answers

The first step in the service communication strategy is selecting the __________.

Target Markets Signup and view all the answers

Match the following components with their correct roles in the service communication strategy:

Advertising = Promoting awareness and interest Sales Promotion = Stimulating immediate action Public Relations = Building a positive image Personal Selling = Direct interaction with customers Signup and view all the answers

What budgeting technique involves setting the budget based on the objectives and tasks that need to be accomplished?

Objective-and-Task method Signup and view all the answers

A service communication strategy should be static and not change over time.

False Signup and view all the answers

Which method sets the budget based on the necessary amount to achieve communication objectives?

Objective-and-Task Method Signup and view all the answers

Name one specific guideline for developing effective service communications.

Establish clear messaging Signup and view all the answers

Image differentiation includes using symbols, media, and atmosphere to distinguish services.

True Signup and view all the answers

Name two factors of service differentiation.

Delivery, Customer training Signup and view all the answers

The _____ method sets the budget based on competitive spending behavior.

Competitive Parity Signup and view all the answers

Match the following types of staff with their characteristics:

Which of the following is a challenge associated with service communication strategies?

Mistargeted Communications Signup and view all the answers

Performance is a key factor in product differentiation.

True Signup and view all the answers

What is one key aspect of personnel differentiation?

Competence Signup and view all the answers

Which communication objective is primarily associated with the introduction stage of the product life cycle?

Create brand awareness Signup and view all the answers

The maturity and decline stage of the Product Life Cycle focuses solely on informative communication tactics.

False Signup and view all the answers

What is the purpose of persuasive communication during the growth and maturity stage of the product life cycle?

To create a positive attitude towards competitive offerings. Signup and view all the answers

The ________ budgeting technique is based on the set percentage of the previous year’s sales.

percentage-of-sales Signup and view all the answers

Match the budgeting techniques with their descriptions:

Top-down budgeting = Set by upper management Bottom-up budgeting = Set by the product level or brand manager Percentage-of-sales budgeting = Set based on a percentage of the previous year’s sales All-you-can-afford approach = Set based on what is left over after expenses Signup and view all the answers

What communication tactic is primarily aimed at encouraging trial during the introduction stage?

Informational communications Signup and view all the answers

Which two budgeting techniques involve input from both upper management and product-level managers?

Bottom-up/Top-down budgeting and Top-down/Bottom-up budgeting Signup and view all the answers

Incremental budgeting increases the budget by a fixed percentage every year.

True Signup and view all the answers

Which strategy focuses on reducing consumer fears about performance variation?

Promise what is possible Signup and view all the answers

Maintaining quality control is an essential consideration for professional service providers.

True Signup and view all the answers

What is one of the strategies for developing service communications that involves ensuring clarity of the service offered?

Make the service more easily understood Signup and view all the answers

__________ refers to the necessity to divide professional time between marketing and operations.

Dividing the professional’s time Signup and view all the answers

Match the following service communication strategies with their descriptions:

Promise what is possible = Set realistic expectations for consumers Tangibilize the intangible = Make abstract services more concrete Feature working relationships = Highlight customer-provider interactions Reduce consumer fears = Alleviate anxieties about service performance Signup and view all the answers

What is one of the steps in developing service communications?

Feature working relationships Signup and view all the answers

Service differentiation includes clearly distinguishing the service product from the service delivery.

True Signup and view all the answers

What key aspect is essential for professional service providers in order to manage consumer trust?

Third-party accountability Signup and view all the answers

Study Notes

Chapter Objectives

Discuss steps to manage service communication strategy effectively.
Understand challenges associated with developing service communications.
Describe guidelines for developing service communications.
Understand the special considerations faced by professional service providers and recommend solutions.

Managing the Service Communication Strategy

Effective management of the service communication strategy is essential for service organizations.
Identify target markets in order to effectively tailor communication strategies.
Set communication objectives and translate them into tangible goals.
Establish a communication budget and allocate funds strategically.
Formulate a positioning strategy to differentiate the service offering and stand out from competitors.
Develop message and media strategies to effectively convey the service offering’s value proposition.
Monitor, evaluate, and control the communication strategy to ensure its effectiveness and adjust as needed.

Product Life Cycle - Communication Objectives

The product life cycle (PLC) stage is a critical factor in determining communication objectives.
During the introduction stage, objectives are primarily informational and focused on awareness and trial.
Growth and maturity stages involve a mix of informational and persuasive objectives aiming to build positive attitudes and encourage immediate purchase action.
Maturity and decline stages focus on persuasive and reminder objectives to maintain market share and encourage repeat purchases.

Budget Techniques

Several budget techniques are available to allocate communication resources effectively.
Top-down budgeting sets the budget from upper management, while bottom-up budgeting sets the budget from the product level.
Both bottom-up/top-down and top-down/bottom-up budgeting involve collaboration between upper management and product managers.
Percentage-of-sales budgeting uses a percentage of previous year's sales as a basis for setting the budget.
Incremental budgeting increases the budget by a fixed percentage every year.
The all-you-can-afford approach allocates remaining funds after essential expenses are covered.
Competitive parity budgeting matches the promotional spending of competitors.
The objective-and-task method bases the budget on the amount required to achieve specific communication objectives.

Differentiation Approaches for Effective Positioning

Product differentiation focuses on features, performance, conformance, durability, reliability, repairability, and design.
Personnel differentiation emphasizes competence, courtesy, credibility, reliability, responsiveness, and communication styles.
Service differentiation focuses on aspects such as delivery speed and accuracy, installation, customer training, consulting services, repair, and miscellaneous services.
Image differentiation focuses on symbols, written or audio-visual media, atmosphere, and events.

Media Strategies for Targeting Users

Media strategies should be tailored to the specific needs of different target audiences.
Type 1 staff require quick and effective communications for one-off situations.
Type 2 staff require more intense communication as they handle independent decision making.
Type 3 staff require complex and non-repeatable tasks.

Special Challenges Associated with Service Communication Strategy

Mistargeted Communications: Ensuring communications reach the right audience is crucial for effectiveness.
Managing Expectations and Perceptions: Managing customer expectations and perceptions is challenging as services are often intangible.
Advertising to Employees: Communicating effectively with employees is crucial for their engagement and service delivery.
Selling/Operations Conflicts: Aligning sales efforts with operational realities is vital to avoid customer dissatisfaction.

Specific Guidelines for Developing Service Communications

Develop a word-of-mouth communications network by leveraging trials and guarantees.
Promise what is possible and avoid overpromising to avoid disappointment.
Tangibilize the intangible by providing tangible evidence of service quality.
Feature working relationships between customers and providers to build trust and satisfaction.
Reduce consumer fears about variation in performance by presenting a consistent and reliable service experience.
Determine and focus on key service quality dimensions to highlight areas of excellence.
Differentiate the service product from service delivery to emphasize both product features and service experience.
Make the service easier to understand by simplifying complex aspects in communication.

Special Considerations for Professional Service Providers

Third-party accountability is vital to ensure customers trust the provider.
Client uncertainty is common, as services are often complex and intangible.
Experience is essential for building credibility and establishing expertise.
Limited differentiability requires finding unique selling points to stand out.
Maintaining quality control is paramount to ensuring consistent, high-quality service delivery.
Turning doers into sellers requires equipping professionals with marketing skills.
Dividing the professional's time between marketing and operations is crucial for balancing both functions.
Tendencies to be reactive rather than proactive can hinder growth and outreach.
The effects of advertising are often unknown, requiring careful planning and strategy.
Limited marketing knowledge base requires seeking out external support or training.

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Description

Test your knowledge on managing service communication strategies and the marketing communication mix. This quiz covers key concepts such as the Product Life Cycle and the impact of environmental forces on marketing strategies. Perfect for anyone looking to deepen their understanding of marketing principles.

Marketing Communication Strategy Quiz

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Questions and Answers

What is the first step in managing the service communication strategy?

The Communication Budget should be established after the Target Markets are selected.

Name one of the environmental forces that can affect a company's marketing strategy.

The five components of the marketing communication mix include advertising, personal selling, sales promotion, public relations, and _______.

Which of the following is NOT a component of the marketing communication mix?

Match the steps in managing the service communication strategy with their correct order:

What is a classic example of a company that adapted its service communication strategy?

The service communication strategy should remain static and not adapt to business conditions.

Which stage of the Product Life Cycle focuses on creating brand awareness and encouraging trial?

The growth and maturity stage of the Product Life Cycle primarily requires persuasive communication tactics.

What communication objective is essential during the maturity and decline stage of the Product Life Cycle?

The _____ budgeting technique involves setting the budget based on a percentage of the previous year’s sales.

Match each budgeting technique with its correct description:

During the growth stage, which of the following is NOT a communication objective?

Top-down budgeting is determined by input from product level managers.

Describe the bottom-up/top-down budgeting technique.

What does the Objective-and-Task method set?

Product differentiation includes aspects like durability and repairability.

Name one type of staff in media strategies for targeting users.

____ differentiation includes the delivery speed and accuracy.

Match the following types of service staff with their characteristics:

Which of the following is NOT a factor of personnel differentiation?

Managing expectations and perceptions is a special challenge of the service communication strategy.

What is one identified challenge in service communication strategies?

Which communication strategy focuses on reducing consumer fears about performance variation?

The main goal of service communication is to make the service easily understood.

Name one challenge that professional service providers face in their marketing efforts.

To successfully market services, it is important to feature working relationships between the __________ and provider.

Match the following communication strategies with their description:

What is a common characteristic of professional service providers?

Third-party accountability is a concern for professional service providers.

Effective service communication should focus on __________ the service product from service delivery.

Which of the following is NOT part of the marketing communication mix?

Monitoring, evaluating, and controlling the communication strategy is the final step in managing the service communication strategy.

What is one challenge that professional service providers face in their marketing efforts?

The first step in the service communication strategy is selecting the __________.

Match the following components with their correct roles in the service communication strategy:

What budgeting technique involves setting the budget based on the objectives and tasks that need to be accomplished?

A service communication strategy should be static and not change over time.

Which method sets the budget based on the necessary amount to achieve communication objectives?

Name one specific guideline for developing effective service communications.

Image differentiation includes using symbols, media, and atmosphere to distinguish services.

Name two factors of service differentiation.

The _____ method sets the budget based on competitive spending behavior.

Match the following types of staff with their characteristics:

Which of the following is a challenge associated with service communication strategies?

Performance is a key factor in product differentiation.

What is one key aspect of personnel differentiation?

Which communication objective is primarily associated with the introduction stage of the product life cycle?

The maturity and decline stage of the Product Life Cycle focuses solely on informative communication tactics.

What is the purpose of persuasive communication during the growth and maturity stage of the product life cycle?

The ________ budgeting technique is based on the set percentage of the previous year’s sales.

Match the budgeting techniques with their descriptions:

What communication tactic is primarily aimed at encouraging trial during the introduction stage?

Which two budgeting techniques involve input from both upper management and product-level managers?

Incremental budgeting increases the budget by a fixed percentage every year.

Which strategy focuses on reducing consumer fears about performance variation?

Maintaining quality control is an essential consideration for professional service providers.

What is one of the strategies for developing service communications that involves ensuring clarity of the service offered?

__________ refers to the necessity to divide professional time between marketing and operations.

Match the following service communication strategies with their descriptions:

What is one of the steps in developing service communications?

Service differentiation includes clearly distinguishing the service product from the service delivery.

What key aspect is essential for professional service providers in order to manage consumer trust?

Study Notes

Chapter Objectives

Managing the Service Communication Strategy

Product Life Cycle - Communication Objectives

Budget Techniques

Differentiation Approaches for Effective Positioning

Media Strategies for Targeting Users

Special Challenges Associated with Service Communication Strategy

Specific Guidelines for Developing Service Communications

Special Considerations for Professional Service Providers

Studying That Suits You

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