CHAPTER 7
MULTIPLE CHOICE QUESTIONS
1. The array of communication tools available to marketers including advertising,
personal selling, publicity, sales promotions, and sponsorships are called:
a. communication mix
b. communication strategy
c. impersonal sources
d. face-to-face sources
e. noncommunication strategy
2. The primary role of a service firm’s communication mix is to:
a. remind customers
b. persuade customers
c. inform customers
d. all of the above
e. none of the above
3. Which of the following is not an element of a service firm’s communication mix?
a. personal selling
b. sales promotion
c. positioning strategy
d. advertising
e. publicity and public relations
4. The plan for differentiating the firm from its competitors in consumer’s eyes is
referred to as the firm’s:
a. communication mix
b. positioning strategy
c. publicity
d. public relations
e. target marketing
5. Differentiation approaches such as competence, courtesy, reliability, and
responsiveness are forms of:
a. product differentiation
b. personnel differentiation
c. image differentiation
d. service differentiation
e. satisfaction differentiation
6. Differentiation approaches such as delivery, installation, customer training, and
repair are forms of:
a. product differentiation
b. personnel differentiation
c. image differentiation
d. service differentiation
e. satisfaction differentiation
7. According to the text, the appropriate communication content during the
introduction stage of the product life cycle would be:
a. informational
b. informational and persuasive
c. persuasive
d. persuasive and reminder
e. reminder
8. Which of the following is not a communication objective during the maturity and
decline stages of the product life cycle?
a. encourage repeat purchases
b. provide an ongoing contact with customers
c. prepare the way for personal selling efforts
d. express gratitude to the existing customer base
e. confirm past purchase decisions
9. Which one of the following communication approaches would be appropriate
during the growth and maturity stages of the product life cycle?
a. informational
b. informational and persuasive
c. persuasive
d. persuasive and reminder
e. reminder
10. When targeting users versus nonusers, which form of communication, can be
used more often with the former than the latter?
a. publicity
b. advertising
c. service provider
d. public relations
e. sales promotions
11. Service staff that are required to deal with customers quick and effectively in
“once only” situations where large numbers of customers are present are called:
a. type 1 staff
b. type 2 staff
c. type 3 staff
d. type 4 staff
e. type 5 staff
12. The typical McDonald’s employee who works the front counter would be
considered:
a. type 1 staff
b. type 2 staff
c. type 3 staff
d. type 4 staff
e. type 5 staff
13. Banking personnel would be considered:
a. type 1 staff
b. type 2 staff
c. type 3 staff
d. type 4 staff
e. the answer would vary depending on their job in the bank
14. Consultants who have to have more highly developed communication skills
because of more extended and complex interactions with customers would be
considered:
a. type 1 staff
b. type 2 staff
c. type 3 staff
d. type 4 staff
e. type 5 staff
15. Staff that predominantly fill an operations role are considered:
a. type 1 staff
b. type 2 staff
c. type 3 staff
d. type 4 staff
e. type 5 staff
16. What is the first step in managing the service communication process?
a. Selecting target market
b. Establishing communication objectives
c. Setting communication budget
d. Formulating positioning strategy
e. Establishing message
17. Which of the following is NOT stated in SMART terms?
a. specific
b. measurable
c. achievable
d. realistic
e. time-bound
18. Multi-attribute models, such as the rational mathematician model, utilize a choice
matrix of attributes, brand scores, and importance weights. Communications can
be used to try to influence consumer choice by:
a. return on investment
b. percentage of sales
c. incremental
d. all-you-can-afford
e. competitive parity
19. According to the text, when demand for the service is infrequent, and therefore
the success of the communication strategy may not be realized until a later point
in time is called:
a. service differentiation
b. positioning strategy
c. lagged effect
d. target effect
e. none of the above
20. ________ occurs when the same communication message appeals to two
diverse market segments.
a. Mistargeted communication
b. Communication mix
c. Communication expectations
d. Communication strategy
e. Selling communication
21. Which of the following are special challenges associated with the service
communication strategy?
a. mistargeted communication
b. managing expectations and perception
c. advertising to employees
d. selling/operation conflicts
e. all of the above
22. Word-of-Mouth communication networks are particularly important for service
firms because:
a. service customers tend to rely more on personal than nonpersonal source of
information
b. service firms only offer one brand of service
c. service firms can seldom afford to pay for promotional efforts
d. the inseparability of service performance
e. service customers tend to rely more on nonpersonal than personal sources of
information
23. The suggested communication strategy to use when the product is intangible
dominant is to:
a. create an intangible image for the product
b. create awareness for the product
c. surround the product with tangible evidence
d. make sure the product is in the evoked set of alternatives
e. differentiate the service product from service delivery
24. The suggested communication strategy to use when the product is tangible
dominant is to:
a. create an intangible image for the product
b. create awareness for the product
c. surround the product with tangible evidence
d. make sure the product is in the evoked set of alternatives
e. differentiate the service product from service delivery
25. The suggested communication strategy to use when the service firm is a
restaurant that offers food and service is to:
a. create an intangible image for the product
b. create awareness for the product
c. surround the product with tangible evidence
d. differentiate the service product from service delivery
e. both a and c
26. Which of the following is not a recommended guideline for developing service
communications?
a. tangibilize the intangible
b. promise what is possible
c. reduce consumer fears about variation in performance
d. make the service more abstract
e. feature the working relationship between provider and customer
27. Prudential’s “piece of the rock” is a good example of which of the following
guidelines for developing service communications?
a. tangibilize the intangible
b. promise what is possible
c. reduce cosumer fears about variation in performance
d. make the service more abstract
e. feature the working relationship between provider and customer
28. A firm that offers “service guarantees” is attempting to accomplish which of the
following guidelines for developing service communications?
a. tangibilize the intangible
b. develop a word-of-mouth communication’s network
c. reduce consumer fears about variation in performance
d. feature the working relationship between provider and customer
e. none of the above
29. Many professional service providers are tentative about advertising despite their
legal right to do so. In many instances, providers are cautious due to:
a. client uncertainty
b. third-party accountability
c. difficulties in maintaining quality control
d. limited differentiability
e. tendencies to be proactive
30. Which of the following is not a special consideration that pertains to professional
service providers?
a. client uncertainty
b. third-party accountability
c. difficulties in maintaining quality control
d. limited differentiability
e. tendencies to be proactive rather than reactive
31. __________ is an overall favorable impression or unfavorable impression based
on early stages of the service encounter.
a. cognitive dissonance
b. environmental stimulus
c. visual pathway
d. halo effect
e. technical service quality
32. __________ refers to printed materials through which the professional image of
the firm can be consistently transmitted, including firm brochures, letterhead,
envelopes and business cards.
a. sales promotions
b. public relations
c. visual pathway
d. publicity
e. encoding
33. According to the text, the written “showpiece” for the firm should be its:
a. business cards
b. brochure
c. newsletter
d. billing materials
e. letterhead
34. According to the text, the most important piece of regular communication with
clients should be the firm:
a. business cards
b. brochure
c. newsletter
d. billing materials
e. letterhead
35. Failure to ______ can erase all other communication efforts.
a. project a professional image
b. develop a company brochure
c. turn current clients into company spokespersons
d. make a positive first impression
e. none of the above
36. Discuss the steps necessary to manage the firm’s service communication
strategy effectively.
37. Explain the difference between type 1, type 2, and type 3 service personnel.
38. Discuss the basic guidelines for developing service communications.
39. Discuss the special considerations of professional service providers.
40. Discuss the concept “visual pathway.”
41. What problems arise in turning professional service providers into
proactive marketing personnel?