When designing a servicescape, it is not necessary to consider the service setting as the service employee's home away from home.
Indicate whether the statement is true or false
Question 2Facing stiff competition from Walmart and K-mart, executives for Target stores have decided to focus on reaching more affluent shoppers and luring them away from traditional department stores. They have already expanded the products and brands they offer to include reasonably priced items by modern design masters. Target hopes to draw more affluent shoppers into its stores through a series of advertising campaigns that are presently in the planning stages. Most of the advertising budget will be directed to ads in regional luxury magazines, which, research shows, are frequently read by affluent individuals. Which of the following methods would help Target's customers to recall the store's name first when they decide to go shopping?
a. Testimonial ads
b. Slice-of-life ads
c. Humor ads
d. Slogans and jingles
Question 3In 2006, gaming giant Nintendo launched an innovative motion-sensing gaming console called the Wii. The Wii quickly took over as the leading gaming console because of its unique activity-enabling qualities, and for nearly four years, dominated hardware sales in the gaming industry as any true competition for the product was yet to be introduced. However, this changed in late 2010 as Sony introduced its own motion-detecting gaming system to the market, the Playstation Move. Sony has marketed the product as a superior product to Nintendo's, claiming that it is more precise and flaunts the Playstation's high-quality graphics. Sony's Move has been a topic of great debate, but the reception of the product over the long haul is yet to be seen. To dethrone the Wii, Sony will need to find a way to appeal to those that have not yet bought into motion-gaming.. And of course, it wouldn't hurt if Sony somehow found a way to entice Nintendo followers to switch over to its newest addition to the gaming industry. Sony created advertisements for its new motion-detecting gaming system to attract the attention of school going children. The school going children are Sony's .
a. trade channel
b. target audience
c. sponsors
d. clients
Question 4Service organizations can produce a satisfying customer experience by
a. locating the right customer.
b. educating the customer.
c. developing a plan for managing their customer mix.
d. both locating and educating the right customer.
e. All of these activities can be used to produce a satisfying customer experience.
Question 5How often should financial accounting information be reviewed by management?
a. monthly
b. every fiscal quarter
c. every six months
d. annually
Question 6Service organizations can design their settings to be all things to all people.
Indicate whether the statement is true or false
Question 7Facing stiff competition from Walmart and K-mart, executives for Target stores have decided to focus on reaching more affluent shoppers and luring them away from traditional department stores. They have already expanded the products and brands they offer to include reasonably priced items by modern design masters. Target hopes to draw more affluent shoppers into its stores through a series of advertising campaigns that are presently in the planning stages. Most of the advertising budget will be directed to ads in regional luxury magazines, which, research shows, are frequently read by affluent individuals. Which of the following should Target do in order to place its brand name more permanently in the affluent customers' memories?
a. Target should make sure that the magazine ads have a positive feeling about them.
b. Target should place an urgent call-to-action on each of its ads in the magazine.
c. Target should place its ads in a number of pages of each issue of the magazine.
d. Target should make sure that the ads are funny and a great entertainment to the customers.
Question 8Chug Enterprises is planning to create a new line of products and enter into the sports drink market. They plan to advertise the first product to teenagers as being the best-tasting sports drink in the market. The second product will be advertised to adults as being the lowest calorie sports drink one can buy. The third product will be advertised to senior citizens as containing calcium, a mineral needed to maintain a healthy bone structure. Each product will have separate, distinctive packaging. Chug's three different sports drinks are very popular in markets across the world. Now, the
company plans to launch a similar range of carbonated drinks by building on the popularity of the previous products. This is an example of .
a. market segmentation
b. national advertising
c. a brand extension
d. a differentiation strategy
Question 9The efforts of a service provider may be damaged by customers for all of the following reasons EXCEPT
a. The customers do not understand their role in the service delivery process.
b. The customers are disorganized.
c. There are too many customers to serve.
d. All of these are reasons why the efforts of a service provider may be damaged.
e. None of these are reasons why the efforts of a service provider may be damaged.
Question 10Which of the following does Smoothie King founder Stephen Kuhnau credit as the reason for his success?
a. his education
b. the support of other entrepreneurs
c. the health problems he faced as a teenager
d. his previous business experience
Question 11A customer may find the same service setting an approach environment in one circumstance and an avoidance environment in another.
Indicate whether the statement is true or false
Question 12In 2007, the Michigan-based Ford Motor Company fell from second to third in the U.S. annual vehicle sales for the first time in 56 years. Facing stiff competition from foreign auto-makers and brand indifference amongst U.S. consumers, Ford appeared to be headed towards turbulent times. However, when marketing and advertising guru Jim Farley joined Ford in November 2007, he brought with him a number of fresh ideas that helped turn the company toward the right direction. Farley quickly found that Americans had become indifferent to the Ford brand, which in his opinion, was worse than disliking the brand. So, Farley, along with the rest of the marketing team at Ford, created a campaign that used catchy songs and cheerful images to accompany its line of automobiles. The marketing team at Ford is now heavily utilizing the Internet to promote the new Ford Fiesta, which is the focus of a campaign that has greatly increased the awareness of the Ford brand. The company has also been stressing the value of buying environment-friendly cars, a move it hopes will improve the brand's image throughout the world. So far, these moves appear to be workingin late 2010, Ford was once again named the second leading automotive company in the United States, as well as the fourth largest in the world. Assuming that Ford's intent behind promoting the use of environment-friendly vehicles is to appeal to broad disagreements and disruptions in the society, which of the following methods should the company consider?
a. Feel-good ads
b. Slice-of-life ads
c. Social/cultural movement ads
d. Society-friendly ads
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