14088111
Descripción
Test por Lorisse Bazley, actualizado hace más de 1 año
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Creado por Lorisse Bazley
hace más de 6 años
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Pregunta 1
Pregunta
Which of the following is not a role of marketing communication in services?
Respuesta
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Adding value through communications content
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Differentiating the services offering
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Minimising the involvement of backstage personnel
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Positioning the services offering
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Promoting contribution of front stage personnel
Pregunta 2
Pregunta
A business sends consumers advertisements by text message based on their location in shopping centres. What kind of marketing communication is this?
Respuesta
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Mobile advertising
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Self-service
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Podcasting
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Social networking
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Word of mouth
Pregunta 3
Pregunta
Which of the following is NOT a method which would be likely to stimulate or dampen demand to match capacity?
Respuesta
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Price changes
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Room upgrades at hotel
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Running promotions
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Training customers
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Cut-price hair style on Tuesdays
Pregunta 4
Pregunta
Mittal and Baker (2002) highlight four problems for marketers seeking to promote service attributes. These are:
Respuesta
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generality, abstractness, non-searchability, mental impalpability
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generality, abstractness, non-availability, mental impalpability
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generality, concreteness, non-searchability, mental impalpability
Pregunta 5
Pregunta
The most important thing that Woolworths did to have a smooth transition to their new self-serve technology and educate their customers was to:
Respuesta
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vet intending consumers to ensure they had an understanding of technology
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post explicit instructions at the checkout
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have an online information sheet
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send out information fliers to regular customers
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have a staff member available to answer customer queries
Pregunta 6
Pregunta
_______, ______ and _______ represent three broad target audiences for any service communication and strategies.
Respuesta
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Media; users; employees
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Prospects; users; employees
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Organisations; users; employees
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Prospects; media; employees
Pregunta 7
Pregunta
The traditional communications mix can be divided into two distinct channels – those that are:
Respuesta
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controlled by the organisation and by the media
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information-based and those that are not
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controlled by the organisation and those that are not
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controlled by the media and those that are not
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controlled by the organisation and those that are controlled by the media
Pregunta 8
Pregunta
If using direct marketing as a tool to send personalised messages to a highly targeted audience, the best approach is to use:
Respuesta
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permission marketing
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encourage consumers to sign up for the messages
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persuade consumers to volunteer their attention
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all of the above
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b and c
Pregunta 9
Pregunta
Two methods which Google uses to enable organisations to display their ads at websites which are part of the Google content networks are:
Respuesta
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ease of use and AdSense
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AdWords and AdSense
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sponsored links and AdSense
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AdWords and ease of use
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AdWords and sponsored links
Pregunta 10
Pregunta
Which of the following is NOT a technique that marketers would be likely to use in encouraging word of mouth from satisfied customers?
Respuesta
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Creating exciting promotions
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Paying for the promotion of word of mouth
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Presenting and publicising testimonials
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Referencing knowledgeable individuals
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Referencing other purchasers
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