The services theater framework recognizes that service organizations offer a theatrical production that can evoke emotional and behavioral responses from their customers.
Indicate whether the statement is true or false
Question 2When an advocacy position is taken by a spokesperson in an advertisement, it is known as a(n) ad.
a. transformational
b. testimonial
c. feel-good
d. image
Question 3The advertising aimed at government officials and employees is dominated by:
a. local and regional television commercials.
b. point-of-purchase advertising and influencer marketing.
c. direct mails, catalogs, personal selling, and Web ads.
d. event sponsorships.
Question 4The use of which form of information technology is becoming a particularly important tool in service industries?
a. Smartphones
b. iPads
c. Handheld computers
d. Corporate computer systems
e. The use of all these forms of communication is rapidly increasing among service organizations.
Question 5There are four generic categories to classify goods and services. Which one below fits the description of----goods or services that are frequently purchased, usually are low-to- competitively priced, and staples, emergency or impulse buys.
a. convenience goods or services
b. homogeneous shopping goods or services
c. heterogeneous shopping goods or services
d. specialty products or services.
Question 6According to the services theater framework, in many types of service encounters, it is critical to keep frontstage and backstage areas separate.
Indicate whether the statement is true or false
Question 7Which of the following is a characteristic of feel-good ads?
a. They work through affective association or predecision distortion.
b. They have the advantage of looking like an entertainment show.
c. They create and then offer solutions for feelings of anxiety.
d. They have significant legal/regulatory exposure.
Question 8Which of the following would be considered as a trade journal?
a. A publication written for health professionals
b. An e-zine for emerging writers to publish their work
c. A magazine for fitness enthusiasts
d. A newspaper carrying news articles about a particular city
Question 9Which, if any, of the listed activities can NOT be used to empower service employees through information technology?
a. Creating devices that can be operated by a single person
b. Utilizing networking as a means to enable service workers to better serve their customers
c. Enabling service employees to access information pertinent to service delivery
d. None of these activities can be used to empower service employees through information technology.
e. All of these activities can be used to empower service employees through information technology.
Question 10( ) usually provides the starting-point of data collection when conducting marketing research. This category of information offers the distinct advantages low cost and quick availability.
a. internal market information
b. external market information
c. secondary data
d. none of the above
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