Chapter 7 Summary Quiz

What is one major challenge of marketing services compared to products?

• Limited availability

• Intangibility

• High customer resistance

• Low quality control

True/False: Tangible cues like visual metaphors are effective in overcoming the challenges of service intangibility.

• TRUE

• FALSE

What does the “5 Ws” model NOT include?

• Who

• What

• How

• Why

True/False:
Comparative advertising is especially effective for hedonic services like travel or entertainment.

• TRUE

• FALSE

Which of the following is an example of a tangible cue?

• A company's mission statement

• Photos of luxurious hotel rooms in an ad

• A service guarantee policy

• Online customer reviews

Which marketing communications tool uses targeted emails and personalized messages?

• Public Relations

• Direct Marketing

• Advertising

• Trade Shows

What is the primary goal of integrated marketing communications (IMC)?

• Increase advertising spending

• Create consistent messaging across all channels

• Focus only on digital marketing

• Avoid traditional communication methods