2. MKT 365 - Chapter 7: Services and Communication

Which statement best explains the term 'integrating marketing communications (IMC)'?

• IMC is primarily focused on reducing advertising costs across multiple channels.

• Integrating marketing communications (IMC) ties together and reinforces all communications to deliver a clear and strong brand identity.

• IMC involves creating entirely separate messages for different audiences.

• IMC focuses only on external marketing efforts and ignores internal communications.

Which of the following is not a need for integrating marketing communications in services?

• To position and differentiate a service

• Stimulate or dampen supply to match demand

• Promote the contribution of service personnel and backstage operations

• Add value through communication content

• Facilitate customer involvement in service production

Service characteristics present four key communication challenges, which of the following is not one of the four key communication challenges?

• Overcome issues of service tangibility

• Manage internal marketing communication

• Educate customers

• Manage promised and customer expectation

Which of the following is not a way to overcome the challenges of service intangibility?

• Tangible cues, such as images and videos

• Offering free trials to demonstrate product performance.

• Featuring service employees

• Using metaphors

• Show the experience from a customer perspective

Which of the following is not a way to manage promises and expectations to customers?

• Creating a powerful service brand

• Do not over-promise and under-deliver

• Internal and all company communication must be coordinated

• Create tiered-value service offerings

Which of the following is not a target audience?

• Prospects

• Users

• Regulators

• Employees

Which of the following is not a common educational and promotional objective?

• Creating a memorable image(s) of companies and their brands

• Building preference by mainly advertising the strengths and benefits of a specific brand

• Building awareness and interest in an unfamiliar service or brand

• Comparing a service favorably with competitor offerings

Which of the following is not a traditional marketing channel?

• Influencer marketing

• Advertising

• Personal selling

• Direct marketing

• Sales promotion

Which of the following is not a way to transmit messages through the internet?

• Using the company's website

• Using online advertising

• Using social media

• Moving from personal to impersonal communications

Which of the following is not a message that is transmitted through service delivery channels?

• Service outlets

• Frontline employees

• Marketing through third-party aggregators

• Self-service delivery points