It is never a good idea for a service organization to move some of its backstage activities and equipment to the frontstage.
Indicate whether the statement is true or false
Question 2There are ten major objectives of advertising message strategy. Name and briefly define them as well as the methods used to reach them. Give a real-life example demonstrating two of these objectives.
Question 3Target, a global discount retailer, generates around 65 billion dollars in sales, annually. Additionally, the company employs more than 360,000 people worldwide. Target stores carry just about every major brand imaginable. Additionally, Target carries a number of its own brands including Market Pantry, Archer Farms, and Up and Up. Each of the brand labels appears on different products throughout the storefor example, the Archer Farms label appears on the retailer's highest quality foods. The Market Pantry label appears on food items as well, however these items are often sold at a significantly lower price. The Up and Up label is on a large range of products ranging from paper products to household cleaning supplies. In one city, Walmart, a competing retail outlet, opens a store across the street from Target and a battle for business follows. To distinguish their stores from one another, both retailers create a series of new commercials to help promote their brand. Target's commercials emphasize the fast, fun and friendly service that it provides for its guests, and uses several celebrity endorsements. Meanwhile,Walmart runs three different commercials that focus on the low prices of its products. This is an example of:
a. corporate advertising.
b. internal positioning.
c. external positioning.
d. product placement.
Question 4To reduce the likelihood of customer rage, service managers are recommended to perform all of the listed actions EXCEPT
a. reduce common targets of customer rage in service encounters.
b. take extra steps to prevent triggering rage.
c. actively pursue treatments for preventing or managing customer rage.
d. Each of the listed actions are recommended for reducing the likelihood of customer rage.
e. None of the listed actions are recommended for reducing the likelihood of customer rage.
Question 5Which of the following things is NOT true about the accounting process?
a. it sometimes develops an imprecise picture of the franchise.
b. it can measure the exact worth of a franchise.
c. it consists of the measurement and record of money, assets, and resources and their flow through the franchise.
d. its records are not exact.
Question 6When there is considerable customer perceived risk with certain aspects of the service, it may serve an organization well to move some of its backstage activities and equipment to the frontstage.
Indicate whether the statement is true or false
Question 7What is message strategy? How is it used in advertising and promotion?
Question 8Target, a global discount retailer, generates around 65 billion dollars in sales, annually. Additionally, the company employs more than 360,000 people worldwide. Target stores carry just about every major brand imaginable. Additionally, Target carries a number of its own brands including Market Pantry, Archer Farms, and Up and Up. Each of the brand labels appears on different products throughout the storefor example, the Archer Farms label appears on the retailer's highest quality foods. The Market Pantry label appears on food items as well, however these items are often sold at a significantly lower price. The Up and Up label is on a large range of products ranging from paper products to household cleaning supplies. The company's goal is for a product with any one of Target's in-house brand labels on it to be known by consumers for the values of the brandboth tangible and intangible. Thus, in this scenario, Target's goal is to _____.
a. create elasticity of demand
b. conduct market segmentation
c. establish brand loyalty
d. stimulate latent promotion
Question 9Which of the following customer training tools should be used to encourage satisfying customer-to-customer relationships when customers are likely to interact yet have different reasons for using the service or different backgrounds?
a. Service scripts
b. Customer education
c. Customer compatibility management
d. Each customer training tool is equally effective for encouraging satisfying customer-to-customer relationships.
e. None of these customer training tools is effective for encouraging satisfying customer-to-customer relationships.
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