Understanding service experiences begin with the identification of factors that contribute to customer responses to services.
Indicate whether the statement is true or false
Question 2Jingles and slogans are linked to a concept called or prone to being repeated.
a. rehearsal
b. periodicity
c. looping
d. isochronism, that is, they encourage repetition because they are catchy
Question 3Which of the following is true of integrated brand promotion (IBP)?
a. It is a simple process.
b. It uses promotional tools that do not need to be evaluated.
c. It prevents the exposure of a brand.
d. It allow marketers to reach target customers in different ways.
Question 4According to the services marketing mix framework,
a. participants refer only to the service employees.
b. physical evidence refers to both the tangible and intangible aspects of the service.
c. process of service assembly refers to the procedures and flow of activities that contribute to the delivery of the service.
d. All of these descriptions are consistent with the services marketing mix framework.
e. None of these descriptions is consistent with the services marketing mix framework.
Question 5There are four types of growth opportunities for franchise systems to increase sales and share-of-market within their customer base. Which one below is not one of these tried-and-true approaches for growth?
a. Retain existing customers.
b. Stimulate more purchase within your existing customer base.
c. Offer new products/services in new territories to new customers
d. Cross-sell complementary products/services that meet new or a different combination of existing customer needs.
Question 6The central aspect of any service experience is the service encounter.
Indicate whether the statement is true or false
Question 7A slogan is a(n) linked to a brand in a memorable way.
a. visual image
b. linguistic device
c. emotional meaning
d. tactile sensation
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