Which Of The Following Is Not A Role Played By Service Marketing Communications?
Test Bank ― Chapter seven Page one
Essentials of Services Marketing, third Edition
Jochen Wirtz and Christopher Lovelock
Copyright © 2018 Pearson Education Ltd.
Chapter 7
Promoting Services and Educating Customers
General CONTENT
Multiple Choice Questions
1. An effective advice strategy does NOT consider which of the following?
a. Prospective buyer
b. Consumer'south media habits
c. Employee preference
d. Content, structure and style of message
(c, Easy)
2. Which of the following is not a communication objective?
a. Position the brand
b. Manage customer search
c. Manage customer satisfaction
d. Manage communication channels
(d, Moderate)
3. In society to manage service encounter, services advice tries to ____________.
a. build awareness
b. manage customer satisfaction
c. develop liking
d. familiarize customers with the service process in accelerate
(d, Piece of cake)
4. Which of the post-obit is not a function played by service marketing communications?
a. Add value through advice content.
b. Facilitate customer involvement in service production.
c. Positioning to attract investors.
d. Stimulate or dampen demand to lucifer capacity.
east. Position and differentiate the service.
(c; Moderate)
5. Problems of intangibility include which of the following?
a. Clutter
b. Creative
c. Not-searchability
d. Message design
(c, Moderate)
6. Direct marketing is a form of ____________.
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