Marketing Communication Strategy Quiz
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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 _______.

    <p>sponsorship</p> Signup and view all the answers

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

    <p>Guerilla Marketing</p> 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?

    <p>GEICO</p> Signup and view all the answers

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

    <p>False</p> Signup and view all the answers

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

    <p>Introduction</p> Signup and view all the answers

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

    <p>True</p> Signup and view all the answers

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

    <p>Encourage repeat purchases</p> Signup and view all the answers

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

    <p>percentage-of-sales</p> Signup and view all the answers

    Match each budgeting technique with its correct description:

    <p>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</p> Signup and view all the answers

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

    <p>Express gratitude to existing customers</p> Signup and view all the answers

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

    <p>False</p> Signup and view all the answers

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

    <p>Set by the product level and then revised by upper management</p> Signup and view all the answers

    What does the Objective-and-Task method set?

    <p>Amount necessary to achieve communication objectives</p> Signup and view all the answers

    Product differentiation includes aspects like durability and repairability.

    <p>True</p> Signup and view all the answers

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

    <p>Type 1 Staff</p> Signup and view all the answers

    ____ differentiation includes the delivery speed and accuracy.

    <p>Service</p> Signup and view all the answers

    Match the following types of service staff with their characteristics:

    <p>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</p> Signup and view all the answers

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

    <p>Design</p> Signup and view all the answers

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

    <p>True</p> Signup and view all the answers

    What is one identified challenge in service communication strategies?

    <p>Mistargeted communications</p> Signup and view all the answers

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

    <p>Determining service quality dimensions</p> Signup and view all the answers

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

    <p>True</p> Signup and view all the answers

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

    <p>Limited marketing knowledge base</p> Signup and view all the answers

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

    <p>customer</p> Signup and view all the answers

    Match the following communication strategies with their description:

    <p>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</p> Signup and view all the answers

    What is a common characteristic of professional service providers?

    <p>Experience is essential</p> Signup and view all the answers

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

    <p>True</p> Signup and view all the answers

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

    <p>differentiating</p> Signup and view all the answers

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

    <p>Online surveys</p> Signup and view all the answers

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

    <p>True</p> Signup and view all the answers

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

    <p>Managing expectations and perceptions</p> Signup and view all the answers

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

    <p>Target Markets</p> Signup and view all the answers

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

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

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

    <p>Objective-and-Task method</p> Signup and view all the answers

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

    <p>False</p> Signup and view all the answers

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

    <p>Objective-and-Task Method</p> Signup and view all the answers

    Name one specific guideline for developing effective service communications.

    <p>Establish clear messaging</p> Signup and view all the answers

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

    <p>True</p> Signup and view all the answers

    Name two factors of service differentiation.

    <p>Delivery, Customer training</p> Signup and view all the answers

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

    <p>Competitive Parity</p> Signup and view all the answers

    Match the following types of staff with their characteristics:

    <p>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</p> Signup and view all the answers

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

    <p>Mistargeted Communications</p> Signup and view all the answers

    Performance is a key factor in product differentiation.

    <p>True</p> Signup and view all the answers

    What is one key aspect of personnel differentiation?

    <p>Competence</p> Signup and view all the answers

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

    <p>Create brand awareness</p> Signup and view all the answers

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

    <p>False</p> Signup and view all the answers

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

    <p>To create a positive attitude towards competitive offerings.</p> Signup and view all the answers

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

    <p>percentage-of-sales</p> Signup and view all the answers

    Match the budgeting techniques with their descriptions:

    <p>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</p> Signup and view all the answers

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

    <p>Informational communications</p> Signup and view all the answers

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

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

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

    <p>True</p> Signup and view all the answers

    Which strategy focuses on reducing consumer fears about performance variation?

    <p>Promise what is possible</p> Signup and view all the answers

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

    <p>True</p> Signup and view all the answers

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

    <p>Make the service more easily understood</p> Signup and view all the answers

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

    <p>Dividing the professional’s time</p> Signup and view all the answers

    Match the following service communication strategies with their descriptions:

    <p>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</p> Signup and view all the answers

    What is one of the steps in developing service communications?

    <p>Feature working relationships</p> Signup and view all the answers

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

    <p>True</p> Signup and view all the answers

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

    <p>Third-party accountability</p> 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.

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