CHAPTER 7
問題一覧
1
most visible or audible form of marketing activities
COMMUNICATION
2
marketers explain and promote the value proposition their firm is offeri
COMMUNICATION
3
must be viewed with a broader perspective than just as media advertising, public
relations, social media and professional salespeople.
COMMUNICATION
4
not usually known in advance
Prospect
5
Employ a traditional communications mix, comprising of elements such as media
advertising, online advertising, public relations, and use of purchased lists for direct mail
or telemarketing.
Prospect
6
existing target audience
Users
7
Reach by cross-or up-selling efforts by frontline employees, point-of-sale
promotions, other information distributed during service encounters, and location-based
mobile apps.
Users
8
secondary audience
Employees
9
A well-designed communications campaign through public media targeted at
customers can also be motivating for employees.
Employees
10
Include building a service brand, and positioning it and its service products against
competition.
Strategic Service Communication Objectives
11
•Relate to shaping and managing customer’s perceptions, beliefs, attitudes, and
behavior in any of the three stages of the service consumption process.
• The Service Marketing Communications Funnel is aligned to the Attention-InterestDesire-Action (AIDA) and Hierarchy of Effects models.
Tactical service communications objectives
12
• Promote tangible cues to communicate quality.
• Add value through communication content.
• Facilitate customer involvement in service production
Maximizing Value From Service Communication Strategy
13
problem stability consists of: abstractness, generality, non-searchability, mental impalpability
True
14
financial security or investment-related matters do
not have one-to-one correspondence with physical objects
Abstractness
15
items that comprise of a class of objects, persons or
events are general and not specific enough
Generality
16
many of the service attributes cannot be
searched or inspected
Non-searchability
17
many services are sufficiently complex, multidimensional or novel; it is difficult to understand the experience of
using them
Mental impalpability
18
vivid information” that catches the audience’s attention
Tangible cues
19
that are tangible in nature to help communicate the
benefits of their service offerings and to emphasize key points of
differentiation.
Metaphors
20
• The first point of contact between service marketers and their customers.
• Marketers are increasingly trying to be more creative with their advertising to allow their
messages to be more effective.
Advertising
21
• Employed for short-term objectives e.g., to accelerate the purchasing decision or in
motivating customers to use a specific service sooner.
•_____ for service firms may take various forms e.g., samples, coupons and other
discounts, gifts, and competitions with prizes.
Sales promotion
22
• Offer the potential to send personalized messages to highly targeted micro-segments.
• In the permission marketing model, the goal is to persuade consumers to volunteer their
attention.
Direct marketing
23
Firms in business-to-business services maintain a sales team or employ agents
and distributors to undertake personal selling efforts on their behalf.
Personal selling
24
tools can help a service organization build its reputation and credibility,
form strong relationships with its employees, customers and the community
Public relation
25
Both planned and unintended messages reach customers through the
medium of the service delivery environment itself.
Service outlets
26
Communication from frontline staff takes the form of the core service and a
variety of supplementary services, including providing information, giving
advice etc.
frontline employess
27
ATMs, vending machines, websites, and service apps can be used effectively in communications with current and potential customers.
Self-service delivery points
28
- Creating consumer awareness and interest.
– Providing information and consultation.
– Allowing two-way communications with customers through email and chat
rooms.
– Encouraging product trial.
– Enabling customers to place orders.
– Measuring the effectiveness of specific advertising or promotional campaigns.
Company's website
29
- Banner Advertising
– Search Engine Advertising
Online advertising
30
- important as services tend to have a high proportion of experience
and credence attributes, and are therefore, associated with high perceived risk by
potential buyers
– Referral reward programs work well for close friends & family
Word-of-mouth
31
Service firms monitor blogs and view them as a form of immediate market research
and feedback
Blogs, Twitter, and other social media as a type of online WOM
32
Traditional _____ of firms and their services is often through a firm’s PR
activity. Even today, this sector in the firm promises a wide reach.
Media coverage
33
closely matched to the various perceptions and behaviors
the firm wants to manage in the Service Communications Funne
timing
34
typically managed in a flowchart of the
media plan
timing of communications
35
Run a series of tests or field experiments with different communications budgets to
determine the optimum level of communications spent
empirical research method
36
- Defining the communications objectives
– Determining the tasks needed
– Estimating the costs
using objective-and-task method
37
Key to ensure that a consistent style and message is communicated throughout a
firm’s communications mix channels.
Role of corporate design
38
ties together and reinforce all communications
Integrated marketing communication
39
Messages Transmitted Through Traditional Marketing Channels include: advertising, sales promotion, direct marketing, personal selling, public relations
True
40
Messages Transmitted Through Service Delivery Channels include: service outlets, frontline employees, self-service delivery points
True
41
Messages Transmitted Online include: company's website and online advertising
True
42
Messages Originating From Outside The Organization include: word of mouth, Blogs, Twitter, and other social media as a type of online WOM, and media coverage
True
CHAPTER 12
CHAPTER 12
BA · 38問 · 2年前CHAPTER 12
CHAPTER 12
38問 • 2年前MKTG 85
MKTG 85
BA · 46問 · 2年前MKTG 85
MKTG 85
46問 • 2年前GNED 09
GNED 09
BA · 52問 · 2年前GNED 09
GNED 09
52問 • 2年前QUIZ 1
QUIZ 1
BA · 43問 · 2年前QUIZ 1
QUIZ 1
43問 • 2年前Quiz CHAPTER 1
Quiz CHAPTER 1
BA · 49問 · 1年前Quiz CHAPTER 1
Quiz CHAPTER 1
49問 • 1年前Quiz 2
Quiz 2
BA · 61問 · 1年前Quiz 2
Quiz 2
61問 • 1年前MKTG 106 CHAPTER 1 TO 3
MKTG 106 CHAPTER 1 TO 3
BA · 45問 · 1年前MKTG 106 CHAPTER 1 TO 3
MKTG 106 CHAPTER 1 TO 3
45問 • 1年前CHAPTER
CHAPTER
BA · 71問 · 1年前CHAPTER
CHAPTER
71問 • 1年前CHAPTER 1 TO 4
CHAPTER 1 TO 4
BA · 42問 · 1年前CHAPTER 1 TO 4
CHAPTER 1 TO 4
42問 • 1年前CHAPTER 3-5
CHAPTER 3-5
BA · 40問 · 1年前CHAPTER 3-5
CHAPTER 3-5
40問 • 1年前CHAPTER 3
CHAPTER 3
BA · 27問 · 1年前CHAPTER 3
CHAPTER 3
27問 • 1年前CHAPTER 3
CHAPTER 3
BA · 43問 · 1年前CHAPTER 3
CHAPTER 3
43問 • 1年前CHAPTER 4, 5, 6
CHAPTER 4, 5, 6
BA · 83問 · 1年前CHAPTER 4, 5, 6
CHAPTER 4, 5, 6
83問 • 1年前CHAPTER 7
CHAPTER 7
BA · 53問 · 1年前CHAPTER 7
CHAPTER 7
53問 • 1年前ENUMERATION
ENUMERATION
BA · 10問 · 1年前ENUMERATION
ENUMERATION
10問 • 1年前問題一覧
1
most visible or audible form of marketing activities
COMMUNICATION
2
marketers explain and promote the value proposition their firm is offeri
COMMUNICATION
3
must be viewed with a broader perspective than just as media advertising, public
relations, social media and professional salespeople.
COMMUNICATION
4
not usually known in advance
Prospect
5
Employ a traditional communications mix, comprising of elements such as media
advertising, online advertising, public relations, and use of purchased lists for direct mail
or telemarketing.
Prospect
6
existing target audience
Users
7
Reach by cross-or up-selling efforts by frontline employees, point-of-sale
promotions, other information distributed during service encounters, and location-based
mobile apps.
Users
8
secondary audience
Employees
9
A well-designed communications campaign through public media targeted at
customers can also be motivating for employees.
Employees
10
Include building a service brand, and positioning it and its service products against
competition.
Strategic Service Communication Objectives
11
•Relate to shaping and managing customer’s perceptions, beliefs, attitudes, and
behavior in any of the three stages of the service consumption process.
• The Service Marketing Communications Funnel is aligned to the Attention-InterestDesire-Action (AIDA) and Hierarchy of Effects models.
Tactical service communications objectives
12
• Promote tangible cues to communicate quality.
• Add value through communication content.
• Facilitate customer involvement in service production
Maximizing Value From Service Communication Strategy
13
problem stability consists of: abstractness, generality, non-searchability, mental impalpability
True
14
financial security or investment-related matters do
not have one-to-one correspondence with physical objects
Abstractness
15
items that comprise of a class of objects, persons or
events are general and not specific enough
Generality
16
many of the service attributes cannot be
searched or inspected
Non-searchability
17
many services are sufficiently complex, multidimensional or novel; it is difficult to understand the experience of
using them
Mental impalpability
18
vivid information” that catches the audience’s attention
Tangible cues
19
that are tangible in nature to help communicate the
benefits of their service offerings and to emphasize key points of
differentiation.
Metaphors
20
• The first point of contact between service marketers and their customers.
• Marketers are increasingly trying to be more creative with their advertising to allow their
messages to be more effective.
Advertising
21
• Employed for short-term objectives e.g., to accelerate the purchasing decision or in
motivating customers to use a specific service sooner.
•_____ for service firms may take various forms e.g., samples, coupons and other
discounts, gifts, and competitions with prizes.
Sales promotion
22
• Offer the potential to send personalized messages to highly targeted micro-segments.
• In the permission marketing model, the goal is to persuade consumers to volunteer their
attention.
Direct marketing
23
Firms in business-to-business services maintain a sales team or employ agents
and distributors to undertake personal selling efforts on their behalf.
Personal selling
24
tools can help a service organization build its reputation and credibility,
form strong relationships with its employees, customers and the community
Public relation
25
Both planned and unintended messages reach customers through the
medium of the service delivery environment itself.
Service outlets
26
Communication from frontline staff takes the form of the core service and a
variety of supplementary services, including providing information, giving
advice etc.
frontline employess
27
ATMs, vending machines, websites, and service apps can be used effectively in communications with current and potential customers.
Self-service delivery points
28
- Creating consumer awareness and interest.
– Providing information and consultation.
– Allowing two-way communications with customers through email and chat
rooms.
– Encouraging product trial.
– Enabling customers to place orders.
– Measuring the effectiveness of specific advertising or promotional campaigns.
Company's website
29
- Banner Advertising
– Search Engine Advertising
Online advertising
30
- important as services tend to have a high proportion of experience
and credence attributes, and are therefore, associated with high perceived risk by
potential buyers
– Referral reward programs work well for close friends & family
Word-of-mouth
31
Service firms monitor blogs and view them as a form of immediate market research
and feedback
Blogs, Twitter, and other social media as a type of online WOM
32
Traditional _____ of firms and their services is often through a firm’s PR
activity. Even today, this sector in the firm promises a wide reach.
Media coverage
33
closely matched to the various perceptions and behaviors
the firm wants to manage in the Service Communications Funne
timing
34
typically managed in a flowchart of the
media plan
timing of communications
35
Run a series of tests or field experiments with different communications budgets to
determine the optimum level of communications spent
empirical research method
36
- Defining the communications objectives
– Determining the tasks needed
– Estimating the costs
using objective-and-task method
37
Key to ensure that a consistent style and message is communicated throughout a
firm’s communications mix channels.
Role of corporate design
38
ties together and reinforce all communications
Integrated marketing communication
39
Messages Transmitted Through Traditional Marketing Channels include: advertising, sales promotion, direct marketing, personal selling, public relations
True
40
Messages Transmitted Through Service Delivery Channels include: service outlets, frontline employees, self-service delivery points
True
41
Messages Transmitted Online include: company's website and online advertising
True
42
Messages Originating From Outside The Organization include: word of mouth, Blogs, Twitter, and other social media as a type of online WOM, and media coverage
True