FiltersDone

Question type

Essay

Multiple Choice

Short Answer

True False

Matching

Exam 16: Integrated Marketing Communications

Show Answer

Share

---

All types

Filters

Study FlashcardsPractice ExamLearn

Question 21

Multiple Choice

Review LaterAdd Note

Review Later

Every functional area in a Marriott Hotel operates under standard operating procedure manuals where all processes and services are carefully documented. Housekeepers, for example, must perform 64 required steps in cleaning a room. These specific guidelines result in uniformly clean rooms anywhere in the Marriott Hotel chain. By having specific guidelines for cleaning a room, Marriott is avoiding one of the problems associated with:

A) Inadequate management of service promises
B) Over-promising in advertising and personal selling
C) Inadequate external marketing communication
D) Inadequate interactive marketing communications
E) Inadequate internal marketing communications

F) None of the above
G) All of the above

Correct Answer

verified

Show Answer

Question 22

Short Answer

Review LaterAdd Note

Review Later

As defined by the services marketing triangle, what are the two types of internal communications?

Correct Answer

verified

Horizontal...

View Answer

Show Answer

Question 23

Multiple Choice

Review LaterAdd Note

Which of the following is NOT a strategy a service provider would use if its goal were to manage customer expectations?

An advertisement for the Four Seasons Hotel featured Marlene Wei, a housekeeper at the Four Seasons Hotel in Chicago. Copy for the advertisement noted that "Marlene is the soul of concern. She cannot sleep well at night unless she is certain you will. Her mission is to enhance your personal comfort and, in turn your professional efficiency the following day". By featuring Marlene Wei in an advertisement, the Four Seasons Hotel is:

Measurement and feedback of their measurement is a tool used to manage internal marketing communications.

The ad for the rental company showed top-of-the-line furniture and appliances with low monthly rental rates. Maureen expected to see similar furniture and appliances when she visited the company's nearby store. But when Maureen entered the store to rent living room furniture and a television, she saw poorly made furniture and appliance seconds. This is an example of which service communication problem?

Vernon has a used Nordic Track he wants to sell. He has been told to take it to Play It Again Sports. The retail outlet buys used athletic equipment and resells it. Vernon took his Nordic Track to a store near his house and was given $60 for the machine. Later he learned that other Play It Again Sports stores would have paid him at least $100 for the exercise machine and as much as $120. Vernon's dissatisfaction with Play It Again Sports is the result of:

Mike hurt his back and has to go to physical therapy every other day. He has a series of exercises he is supposed to do on the days he does not see the therapist. After two months, Mike was not feeling any better and complained to the therapist who at that point realized Mike was not performing all of the stretching exercises that he should be at this point in his rehabilitation. Mike had been handed a booklet when he started his therapy. Because he had only been instructed in how to perform some of the exercises in the booklet but not all of them, he had thought he was not to do the others. Mike feels like he has been wasting his time. The service provider has erred by:

Preparing customers for the service process is a strategy for:

Which of the following is NOT a category of strategy that service providers can use to match service promises with service delivery?

An advertisement for the Four Seasons Hotel featured Marlene Wei, a housekeeper at the Four Seasons Hotel in Chicago. Copy for the advertisement noted that "Marlene is the soul of concern. She cannot sleep well at night unless she is certain you will. Her mission is to enhance your personal comfort and, in turn your professional efficiency the following day". Which strategy for tangibilization is the Four Seasons Hotel using in this ad?

Some professional associations manage customer expectations by offering different membership packages to professionals, students and retirees. What is the term used to describe this practice?

It is impossible to manage customer expectations in a business-to-business situation.

Service providers sometimes need to tell customers that services have been performed for them. To get credit for their actions, service providers need to reinforce their actions with appropriate communication about their accomplishment of the service. Which of the following services would need to educate its customers by telling them about the services provided in user friendly terms?

Once the sale is made, there is no way to improve the education of the customer.

List and define the four strategies of tangibilization. Give one example of each.

For what communications purpose would a service company create cross-functional teams?

Just as all service providers must advertise, all need integration across departments to be able to deliver quality services.

Which of the following services is highest in incorporeal evidence?

The reason Kente chose to stay at a particular a chain of bed & breakfast inns was because its website promises free breakfast ay any inn that did not offer a wake-up service. Yet when Kente stayed at one of the chain's inns, she was allowed to oversleep and missed an important sales call even though she had asked to be awakened at seven when she checked in. The inn manager told her that his hotel did not offer a wake-up service and apologized for her inconvenience. He did not offer her a free breakfast and Kente swore never to stay at the inns again. The chain of inns needs to: