Service Communication Strategy Quiz
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Service Communication Strategy Quiz

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Questions and Answers

Name one component of the marketing communication mix.

Advertising

The firm’s __________ strategy should adapt to fit changing business conditions.

communication

Which of the following is NOT a step in managing the service communication strategy?

  • Establishing Communication Objectives
  • Monitoring and Controlling the Strategy
  • Increasing Product Prices (correct)
  • Selecting Target Markets

    • Match the following steps with their description:

    <p>Selecting Target Markets = Identifying the audience for communication Setting the Communication Budget = Determining financial resources for communication Establishing Message Strategies = Crafting the key messages to convey Monitoring the Communication Strategy = Evaluating the effectiveness of the communication</p> Signup and view all the answers

    Professional service providers face no special considerations when developing service communications.

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

    What is one challenge associated with developing service communications?

    <p>Maintaining consistency across various channels</p> Signup and view all the answers

    What is the objective-and-task method primarily based on?

    <p>The amount necessary to achieve stated communication objectives</p> Signup and view all the answers

    Personnel differentiation includes features such as competence and courtesy.

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

    What is one type of staff that deals with customers quickly and effectively?

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

    The _____ method sets budgets based on the promotional spending behavior demonstrated by competitors.

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

    Which of the following is NOT part of the features associated with product differentiation?

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

    Service differentiation includes aspects such as delivery speed and accuracy.

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

    What is a special challenge associated with the service communication strategy?

    <p>Mistargeted Communications</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

    What is the primary objective during the Introduction stage of the Product Life Cycle?

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

    The Growth and Maturity stage primarily focuses on informational communication objectives.

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

    What type of budgeting technique is set by upper management?

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

    During the _______ stage of the Product Life Cycle, the focus is to encourage repeat purchases.

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

    Match the following Product Life Cycle stages with their corresponding communication objectives:

    <p>Introduction = Encourage trial Growth = Provoke an immediate buying action Maturity = Enhance the firm’s image Decline = Express gratitude to existing customers</p> Signup and view all the answers

    Which budgeting technique involves increasing the budget by a fixed percent every year?

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

    The All-you-can-afford approach sets the budget based on the total revenue generated from sales.

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

    What is one key tactic for the Maturity and Decline stage in the Product Life Cycle?

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

    Which of the following is NOT a guideline for developing service communications?

    <p>Focus solely on price</p> Signup and view all the answers

    Tangibilizing the intangible can help in services marketing.

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

    Name one challenge faced by professional service providers.

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

    To ease client anxiety regarding service quality, it is recommended to reduce consumer fears about __________.

    <p>variation in performance</p> Signup and view all the answers

    Which product type is considered intangible dominant according to the communication strategies?

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

    Match the following terms with their descriptions:

    <p>Third-party accountability = Ensures trust in service delivery Client uncertainty = Doubts about service results Experience is essential = Knowledge gained over time Limited marketing knowledge base = Lack of expertise in marketing strategies</p> Signup and view all the answers

    What is the purpose of developing a word-of-mouth communications network?

    <p>To build trust and encourage trials of the service.</p> Signup and view all the answers

    Professional service providers should focus exclusively on marketing and not on operations.

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

    Study Notes

    Service Communication Strategy

    • The text suggests that the communication strategy should adapt to the changing business conditions.
    • Marketing Communication Mix includes: advertising, sales promotions, personal selling, public relations, sponsorship, social media and events.
    • Managing the Service Communication Strategy is crucial for effective marketing and includes selecting target markets, establishing communication objectives, setting communication budgets, formulating positioning strategies, establishing message and media strategies and monitoring, evaluating and controlling the communication strategy.
    • The Product Life Cycle (PLC) is important for communication objectives.
      • Introduction stage: Introduce service offering, create brand awareness, prepare for personal selling efforts, and encourage trial
      • Growth and maturity stage: Create positive attitude relative to competitors, provoke immediate buying action.
      • Maturity and decline stage: Enhance firm’s image, encourage repeat purchases, express gratitude to existing customers, provide ongoing contact, and confirm past purchase decisions.
    • There are different budgeting techniques, including Top-Down Budgeting, Bottom-Up Budgeting, Bottom-up/Top-down Budgeting, Top-down/Bottom-up Budgeting, Percentage-of-sales, Incremental, All-you-can-afford approach, Competitive Parity, Objective-and-Task method.
    • Positioning Strategy is key for differentiation.
      • Product Differentiation includes features, performance, conformance, durability, reliability, repairability, and design.
      • Personnel Differentiation includes competence, courtesy, credibility, reliability, responsiveness, and communication.
      • Service Differentiation concerns delivery, installation, customer training, consulting services, repair, and miscellaneous services.
      • Image Differentiation can use symbols, written and visual media, atmosphere, and events.
    • Media Strategies for Targeting are important for different levels of staff.
      • Type 1 Staff deal with customers quickly and effectively for "once-only" situations.
      • Type 2 Staff require some independent decision-making and more intense communication.
      • Type 3 Staff handle complex and often non-repeatable tasks.

    Special Challenges for Service Communication

    • Mistargeted Communications can be an issue.
    • Managing Expectations and Perceptions is crucial.
      • Technical service quality is important for customer satisfaction.
    • Advertising to Employees is critical, as they play a key role in service delivery.
    • Selling/Operations Conflicts can arise, leading to communication issues.

    Guidelines for Developing Service Communications

    • Develop a word-of-mouth communications network using trial periods and guarantees.
    • Promise what is possible and realistic.
    • Tangibilize the intangible aspects of service.
    • Feature working relationships between customers and providers.
    • Reduce consumer fears about variation in performance.
    • Determine and focus on service quality dimensions.
    • Differentiate the service product from service delivery.
    • Make the service more easily understood.

    Considerations for Professional Service Providers

    • Third-party accountability is important.
    • Client Uncertainty can be challenging, as services are often intangible.
    • Experience is Essential for professional credibility.
    • Limited Differentiability may make it difficult to stand out.
    • Maintaining Quality Control is crucial for customer satisfaction.
    • Turning Doers into Sellers is necessary to ensure marketing and sales efforts are aligned with operational expertise.
    • Dividing the Professional’s Time between marketing and operations is essential.
    • Tendencies to be Reactive rather than Proactive can negatively impact marketing efforts.
    • The Effects of Advertising are Often Unknown in professional services.
    • Limited Marketing Knowledge Base may require additional training and expertise.

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    Hoffman 4e Ch. 7 Communication Strategy 2 PDF

    Description

    Test your knowledge on the essential elements of Managing the Service Communication Strategy. This quiz covers key concepts such as the Marketing Communication Mix, the Product Life Cycle, and effective communication objectives tailored to business conditions. Assess your understanding of how to adapt communication strategies for different stages of service offerings.

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