Marketing Communications Quiz

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Questions and Answers

Which of the following strategies can stimulate positive Word of Mouth (WOM)?

Increasing the price of products significantly

Offering discounts on bulk purchases

Using social media ads to promote products

Creating exciting promotions that get people talking (correct)

What impact do blogs have on consumer opinions?

They provide opinions but are rarely monitored by firms.

They communicate customer experiences that influence opinions of brands and products. (correct)

They have no significant impact on brand perceptions.

They only influence opinions through advertisements.

Which of the following is a potential ethical issue in marketing communication?

Deceptive promotions leading to customer disappointment (correct)

Transparent advertising practices

Effective internal communication

Accurate service performance metrics

What is a common mistake leading to unmet customer expectations?

Poor internal communication between operations and marketing Signup and view all the answers

What is one role of media coverage in marketing communications?

To compare and contrast service offerings from competing organizations Signup and view all the answers

Which statement about Twitter in the context of marketing communications is true?

It has become increasingly popular among marketing platforms. Signup and view all the answers

Which of the following is considered a new type of online Word of Mouth?

Blogs Signup and view all the answers

What is an example of a referral incentive scheme?

A cash bonus for customers who refer friends Signup and view all the answers

What is a significant benefit of trade shows in the B2B marketplace?

They provide extensive media coverage. Signup and view all the answers

Which task is NOT typically associated with a company's website?

Providing a direct sales channel at discounted rates Signup and view all the answers

Which of the following describes the purpose of banner advertising?

To draw traffic to the advertiser's own site. Signup and view all the answers

What is one interactive feature that company websites typically offer?

Two-way communication through email and chat rooms Signup and view all the answers

Which statement accurately reflects the role of innovative companies regarding their websites?

They look for ways to improve the appeal and usefulness of their sites. Signup and view all the answers

What advantage does search engine advertising provide to advertisers?

Gives insight into consumer preferences through keyword search. Signup and view all the answers

How has technology influenced communication styles between businesses and consumers?

It has blurred the lines between personal and impersonal communication. Signup and view all the answers

Which of the following is NOT a method of online advertising mentioned in the content?

Using social media influencers for product promotion. Signup and view all the answers

What is an example of service delivery channels?

Posters and signage in service outlets. Signup and view all the answers

What is one characteristic of frontline employee communication?

It can help with both core services and supplementary service elements. Signup and view all the answers

How do electronic recommendation agents enhance communication?

By personalizing advertisements based on user behavior. Signup and view all the answers

Which of the following technologies does NOT typically empower consumers in decision-making?

Traditional mass mail advertising. Signup and view all the answers

How does self-service delivery point technology differ from traditional service methods?

It allows consumers to access services independently. Signup and view all the answers

What advertising option assists in achieving top visibility in search results?

Buying top rankings. Signup and view all the answers

What role do frontline employees play in customer interactions?

They assist customers with both core and supplementary elements. Signup and view all the answers

What does the line of interaction primarily involve?

Front-stage actions by customer-contact personnel Signup and view all the answers

What is a key role of customer-contact personnel in the frontstage actions?

Ensuring the menu is accurate and clear Signup and view all the answers

Which of the following describes the line of visibility?

Separation between customer's view and staff activities Signup and view all the answers

What is the focus of backstage actions by customer contact personnel?

Supporting front-stage service delivery Signup and view all the answers

Which support process is crucial in minimizing customer wait times?

Identifying fail points and risks Signup and view all the answers

What aspect of service delivery is critical during Act 2 of the restaurant experience?

Mistakes in transmitting information Signup and view all the answers

What expectation do customers have towards the end of their dining experience?

An accurate and prompt bill Signup and view all the answers

What is a potential fail point during the delivery of the core product?

Transmission of menu information Signup and view all the answers

During the third act of the restaurant experience, what is emphasized?

Streamlined actions with no surprises Signup and view all the answers

Which service standard is most relevant for ensuring quality delivery?

Creating failure-proofing mechanisms Signup and view all the answers

What is a primary benefit of a unified and distinctive visual appearance for service firms?

It provides recognition and strengthens brand image. Signup and view all the answers

Which of the following is an example of effective corporate design?

Bright green-and-yellow service stations of BP. Signup and view all the answers

What strategy can companies use to stand out in competitive markets?

Using colors in corporate design. Signup and view all the answers

What is one of the specific roles of marketing communications as mentioned?

To promote the contribution of personnel and backstage operations. Signup and view all the answers

Which challenge does communicating services primarily address?

Overcoming problems of intangibility. Signup and view all the answers

In communication planning, what does the 'Who' refer to?

The target audience. Signup and view all the answers

Which element can service marketers use to help customers evaluate offerings?

Highlighting differences that matter. Signup and view all the answers

What is the purpose of using metaphors in service communication?

To overcome problems of intangibility. Signup and view all the answers

Which of the following is NOT a component of the communication planning process?

Why should we increase prices? Signup and view all the answers

What is a suggested approach to create recognizable symbols in corporate design?

Utilize trademarked symbols as the primary logo. Signup and view all the answers

Study Notes

ALWAYS LEARNING

Distributing Services Through Physical and Electronic Channels

Study notes on distributing services using physical and electronic channels are presented
The information is focused on different distribution options for serving customers, determining the type of contact, place and time decisions, delivery of services in cyberspace, the role of intermediaries, and distributing services internationally

Chapter 5 Outline

5.1 Distribution in a Services Context
- In a service context, nothing is often moved physically
- Experiences, performances and solutions are not shipped and stored
- More and more informational transactions are done via electronic, rather than physical channels
5.2 Distribution Options for Serving Customers: Determining the Type of Contact
- Customer convenience is important when customers need to be physically present at a service site
- Service providers going to customers is unavoidable when the object of the service is immovable
- Need for remote areas
- Greater need for corporate customers than individuals
- Transactions done remotely with logistics and telecommunications
5.3 Place and Time Decisions
- Places of Service Delivery:
  - Ministores (many small service factories for geographic coverage)
  - Automated kiosks
  - Separating front (customer contact) and back (operations) stages of operation
  - Space purchased from another provider in complementary business areas (e.g., Dunkin Doughnuts with Burger King)
  - Locating in multipurpose facilities (e.g., proximity to where customers live or work, service stations)
- Locational constraints:
  - Operational requirements
  - Geographic factors
  - Economies of scale
  - Need for specific locations (airports, Ski Resorts, hospitals)
- Time of Service Delivery:
  - Traditionally, schedules were restricted – daytime, 40-50 hours/week
  - Today, 24/7 service is available around the world
5.4 Delivering Services in Cyberspace
- Five supplemental information-based services are distributed electronically: information, consultation, order-taking, billing, and payment
- Distribution of information, consultation, and order-taking in global service industries (e.g., hotels, airlines, car rentals) is sophisticated.
5.5 The Role of Intermediaries
- Franchising (1): A popular method for expanding services without high monetary investments
  - Franchisor provides training, equipment, and marketing support
  - Franchisees invest time and finance, following franchisor guidelines
- Franchising (2): Study shows significant attrition rate among franchisors in system's early years
  - Significant number of systems fail within four years.
  - Three-fourths of systems cease to exist after 12 years
- Disadvantages of franchising : Some loss of control over the delivery system
- Alternative method for service delivery: licensing a supplier to act on the firm's behalf; example—trucking, banks selling insurance products
5.6 Distributing Services Internationally
- Market Entry Strategies:
  - Export directly (News, Software, Films)
  - Foreign direct investment (via Branch, Subsidiary, Merger, Acquisition)
  - Asset light strategy (Licensing, Franchising, Joint Venture)

Chapter 6 Outline

6.1 Effective Pricing is Central to Financial Success
- Calculating financial costs of creating a service is harder than with a manufactured good
- How services are defined as a "unit" is variable and may affect how services are priced
- The perceived value of time factor in services may influence customer preference
6.2 Pricing Strategy Stands on Three Legs
- The Pricing Tripod
  - Costs
  - Competition
  - Value to the customer
- Pricing Approaches
  - Cost-Based Pricing: Setting prices relative to financial costs -Activity-Based Costing pricing can be useful -Defining these costs can be a problem in some cases -Activity-Based Costing can help with understanding and pricing implications of cost analysis
  - Value-Based Pricing: Pricing relative to customer perception of value
  - Competition-Based Pricing: Monitoring competitors' pricing strategies
6.3 Revenue Management: What it is and How it Works
- Best used with high fixed capacity, high fixed costs, perishable inventory, variable, and uncertain demand
- Price customization by charging different prices to different segments based on their price sensitivity
6.4 Ethical Concerns in Service Pricing
- Customers assume that higher prices indicate higher quality.
- Many services have complex pricing schedules, hidden charges, many fees, many rules, and regulations.
6.5 Putting Service Pricing into Practice
- Key Decisions
  - How much to charge?
  - What basis for pricing?
  - Who should collect payment?
  - Where and when should payment be made?
  - How should payment be made?
  - How to communicate prices?

Chapter 7 Outline

7.1 Role of Marketing Communications
- Position and differentiate service
- Promote contribution of personnel
- Add value through content
- Facilitate customer involvement
- Stimulate or dampen demand
7.2 Challenges of Service Communications
- Intangibility is a problem
  - Generality
  - Non-searchability
  - Abstractness
  - Mental impalpability
7.3 Marketing Communications Planning
- The 5Ws:
  - Who is the target audience?
  - What do we need to communicate?
  - How should we communicate it?
  - Where should we communicate it?
  - When do communications need to take place?
7.4 The Marketing Communications Mix
- Components: Personal communications, Advertising, Sales promotion, Publicity & PR, Instructional Materials, Corporate design
7.5 The Role of Corporate Design
- Unified and distinctive visual appearance for all tangible elements.
- Logos, uniforms, physical facilities, strengthen brand image (e.g., BP's bright green-and yellow service stations)
- This is helpful in competitive markets to make the company's branding easily recognizable in different locations (e.g., Shell's yellow scallop shell on a red background)

Chapter 8 Outline

8.1 Flowcharting Service Delivery
- Techniques for displaying service steps and their sequence
- Helps understand the customer service experience
8.2 Use Blueprinting to Document and Manage Service Processes
- Developing a Blueprint: Key activities for creating and delivering a service
8.3 Service Process Redesign
- Why Redesign?:
  - Revitalize outdated processes
  - Adapt to changing environments
  - Create brand new processes
- Reasons for redesign: Internal process deterioration, creeping bureaucracy, spurious/unofficial standards, extensive information exchange, data problems, too many control processes, complaints
8.4 The Customer as Co-Creators
- Ways customers get involved in creating the service process
8.5 Self-Service Technologies
- Self-service technologies as a means of customer involvement
- Benefits & Challenges

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Description

Test your knowledge on the key strategies and ethical considerations in marketing communications. This quiz covers the impact of social media, online word of mouth, and the role of technology in shaping consumer opinions and marketing practices.