Lorisse Bazley
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Chapter 8 - Services Marketing Quiz

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Lorisse Bazley
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Chapter 8 - Services Marketing Quiz

Question 1 of 10

1

Which of the following is not a role of marketing communication in services?

Select one of the following:

  • Adding value through communications content

  • Differentiating the services offering

  • Minimising the involvement of backstage personnel

  • Positioning the services offering

  • Promoting contribution of front stage personnel

Explanation

Question 2 of 10

1

A business sends consumers advertisements by text message based on their location in shopping centres. What kind of marketing communication is this?

Select one of the following:

  • Mobile advertising

  • Self-service

  • Podcasting

  • Social networking

  • Word of mouth

Explanation

Question 3 of 10

1

Which of the following is NOT a method which would be likely to stimulate or dampen demand to match capacity?

Select one of the following:

  • Price changes

  • Room upgrades at hotel

  • Running promotions

  • Training customers

  • Cut-price hair style on Tuesdays

Explanation

Question 4 of 10

1

Mittal and Baker (2002) highlight four problems for marketers seeking to promote service attributes. These are:

Select one of the following:

  • generality, abstractness, non-searchability, mental impalpability

  • generality, abstractness, non-availability, mental impalpability

  • generality, concreteness, non-searchability, mental impalpability

Explanation

Question 5 of 10

1

The most important thing that Woolworths did to have a smooth transition to their new self-serve technology and educate their customers was to:

Select one of the following:

  • vet intending consumers to ensure they had an understanding of technology

  • post explicit instructions at the checkout

  • have an online information sheet

  • send out information fliers to regular customers

  • have a staff member available to answer customer queries

Explanation

Question 6 of 10

1

_______, ______ and _______ represent three broad target audiences for any service communication and strategies.

Select one of the following:

  • Media; users; employees

  • Prospects; users; employees

  • Organisations; users; employees

  • Prospects; media; employees

Explanation

Question 7 of 10

1

The traditional communications mix can be divided into two distinct channels – those that are:

Select one of the following:

  • controlled by the organisation and by the media

  • information-based and those that are not

  • controlled by the organisation and those that are not

  • controlled by the media and those that are not

  • controlled by the organisation and those that are controlled by the media

Explanation

Question 8 of 10

1

If using direct marketing as a tool to send personalised messages to a highly targeted audience, the best approach is to use:

Select one of the following:

  • permission marketing

  • encourage consumers to sign up for the messages

  • persuade consumers to volunteer their attention

  • all of the above

  • b and c

Explanation

Question 9 of 10

1

Two methods which Google uses to enable organisations to display their ads at websites which are part of the Google content networks are:

Select one of the following:

  • ease of use and AdSense

  • AdWords and AdSense

  • sponsored links and AdSense

  • AdWords and ease of use

  • AdWords and sponsored links

Explanation

Question 10 of 10

1

Which of the following is NOT a technique that marketers would be likely to use in encouraging word of mouth from satisfied customers?

Select one of the following:

  • Creating exciting promotions

  • Paying for the promotion of word of mouth

  • Presenting and publicising testimonials

  • Referencing knowledgeable individuals

  • Referencing other purchasers

Explanation

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