Which of the following is not a role of marketing communication in services?
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
A business sends consumers advertisements by text message based on their location in shopping centres. What kind of marketing communication is this?
Mobile advertising
Self-service
Podcasting
Social networking
Word of mouth
Which of the following is NOT a method which would be likely to stimulate or dampen demand to match capacity?
Price changes
Room upgrades at hotel
Running promotions
Training customers
Cut-price hair style on Tuesdays
Mittal and Baker (2002) highlight four problems for marketers seeking to promote service attributes. These are:
generality, abstractness, non-searchability, mental impalpability
generality, abstractness, non-availability, mental impalpability
generality, concreteness, non-searchability, mental impalpability
The most important thing that Woolworths did to have a smooth transition to their new self-serve technology and educate their customers was to:
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
_______, ______ and _______ represent three broad target audiences for any service communication and strategies.
Media; users; employees
Prospects; users; employees
Organisations; users; employees
Prospects; media; employees
The traditional communications mix can be divided into two distinct channels – those that are:
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
If using direct marketing as a tool to send personalised messages to a highly targeted audience, the best approach is to use:
permission marketing
encourage consumers to sign up for the messages
persuade consumers to volunteer their attention
all of the above
b and c
Two methods which Google uses to enable organisations to display their ads at websites which are part of the Google content networks are:
ease of use and AdSense
AdWords and AdSense
sponsored links and AdSense
AdWords and ease of use
AdWords and sponsored links
Which of the following is NOT a technique that marketers would be likely to use in encouraging word of mouth from satisfied customers?
Creating exciting promotions
Paying for the promotion of word of mouth
Presenting and publicising testimonials
Referencing knowledgeable individuals
Referencing other purchasers
