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Exam 16: Integrated Marketing Communications

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Question 41

Multiple Choice

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A major cause of _____ is the difference between what a firm promises about a service and what it actually delivers.

A) Customer empowerment
B) Poorly perceived service
C) Service downsizing
D) Service autonomy
E) Originator ambiguity

F) D) and E)
G) C) and E)

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Question 42

Multiple Choice

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By creating cross-functional teams, a service firm is:

A) Managing service promises
B) Resetting customer expectations
C) Communicating with customers
D) Managing internal marketing communications
E) Exceeding customer expectations

F) A) and E)
G) A) and D)

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Question 43

Multiple Choice

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Offering choices to the customer is a strategy for:

Parking for travelers flying out of Hartsfield-Jackson International Airport in Atlanta is difficult for those who have the time to look. For those who arrive at the airport with only time enough to catch their flight, parking has been a nightmare until the development of the GoldParker System, which guarantees a convenient parking place to its members. The system is extremely popular among business travelers and works just as advertised. By instituting the GoldParker System, Hartsfield's management is:

What's the difference between horizontal and vertical internal communications?

Because he has a busy practice, new patients for dentist Dr. Kirby Brown are told that, unless there is an emergency, the first available appointment will be in three months. If they accept the appointment, they will be reminded of their appointment by a courtesy call. This first visit will take about an hour. On this visit, their teeth will be cleaned and x-rayed, their gums will be examined and the dentist will talk to them about future dental treatment needs. Dr. Brown is:

By guaranteeing that all participants in its dance classes will be able to do the foxtrot by the end of their first lesson or their money will be refunded, the Fred Astaire Dance Studio is:

Increasing deregulation has led to many companies mismanaging the expectations of their customers.

_____ means transmitting information across functional boundaries in an organization to align all functions with customer expectations.

Cookies is a retail store where customers host parties for guests to bake and decorate cookies. If the retailer offers a money back guarantee if the party experience is boring. In this way, the retailer is:

Which of the following products has the highest degree of nonsearchability?

Which of the following is NOT one of the properties of intangibility that has been identified by the research of Banwari Mittal?

The four strategies of tangibilization are documentation, illustration, intimation and physical representation.

Last summer, Kenta and Sawako spent part of their vacation in St. Louis and Boston, staying at the St. Louis Hilton and the Boston Hilton. When they checked in at the St. Louis Hilton the front desk clerk was very friendly and helpful. However, when they checked in at the Boston Hilton, the front desk clerk was cold and indifferent. The inconsistent front desk clerk behaviors experienced by Kenta and Sawako resulted from:

Internet service providers that offer subscribers their choice of hook-up speed and type of spam blockers are:

One way to manage service promises is to offer the customer a variety of choices.

Which provider gap occurs if company communications makes service promises about its people that do not mesh with employees' actual behavior?

A television production company that asks viewers of a particular show to encourage their friends and relatives to watch next week's episode is using which method to create effective services communications?

Why would a health club create tiered-value service offerings? What are the advantages of such a strategy?

In which of the following services is inadequate customer communication most likely to result in customer dissatisfaction?