The primary roles of a service firm's communication strategy are to inform, persuade, and remind customers.
Indicate whether the statement is true or false
Question 2Which of the following is NOT what exploratory research is used for?
a. Better formulating the manager's decision problem.
b. Getting a definitive answer.
c. Increasing the researcher's familiarity with the problem.
d. Clarifying concepts.
e. None of these statements are false; they are all true.
Question 3Joshua likes ice cream a lot, likes cake somewhat, but does not like cookies at all. This is an example of schemas that vary by
a. uniqueness.
b. favorability.
c. perceptions.
d. size.
e. salience.
Question 4Which of the following is NOT a guide for communication strategy for maximizing the potential of the service communication strategy?
a. Create a visual pathway.
b. Develop a company brochure.
c. Project a professional image.
d. Third-party accountability.
Question 5The general purpose of exploratory research is to gain _________ so that problems and opportunities can be more
clearly defined.
a. Insights and ideas
b. Facts and figures
c. Buy-in and support
d. Definitive data
e. Tactical advantage
Question 6Associations can vary in ____, that is, the extent to which they are also related to other concepts.
a. relatedness
b. favorability
c. perceptions
d. uniqueness
e. salience
Question 7Many surgical centers send patients informational pamphlets that describe surgical procedures prior to the patient's scheduled appointment. Providers send this information due to:
a. client uncertainty.
b. third-party accountability.
c. difficulties in maintaining quality control.
d. limited differentiability.
Question 8Problem formulation involves more ____________________ and must be approached with great care.
Fill in the blank(s) with correct word
Question 9We might always retrieve the association of Golden Arches when we hear the McDonald's name. The association that McDonald's works to make its packaging environmentally friendly may only be retrieved if someone starts talking about the environment. This is best thought of as an example of associations linked with a schema that vary due to
a. uniqueness.
b. favorability.
c. perceptions.
d. size.
e. salience.
Quick Reply
