PSM Revision - Unit 8

Which one of the following is an example of a company's brand vision?

• Spread ideas.

• To put people at the centre of enterprise software.

• To give customers the most compelling shopping experience possible.

• To help humanity thrive by enabling all teams to work together effortlessly.

What is a brand vision?

• it is the 'soul' of the brand.

• It is unintentionally created.

• It is a means to exploit employees, customers and suppliers.

• It is a long sentence statement describing the short term desired state of the company.

Which one of the following is NOT a domain that addresses customer experience consistency?

• Emotional consistency.

• Competitor consistency.

• Communications consistency.

• Customer journey consistency.

Repositioning a company's service brand is essential over time due to

• change in suppliers.

• consistent consumer demand.

• lack of competitors in the existing market.

• change in target consumers to more profitable segments.

Which one of the following is NOT one of the elements of the service marketing mix?

• People.

• Product.

• Prospect.

• Promotion.

Service communication objectives related to shaping and managing customers' perceptions, beliefs, attitudes and behaviours during any of the three stages of service consumption process is known as

• tactical service communication objectives.

• strategic service communication objectives.

• short term service communication objectives.

• long term service communication objectives.

Which one of the following is NOT an advertising platform?

• Emails.

• Billboards.

• Public relations.

• Company website.

Which one of the following is an example of a service attribute that brands can use to position itself?

• Employees.

• Legacy.

• Promotion.

• Payment options.