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leahtrevino leahtrevino
wrote...
6 years ago
The promotional tool used most often to communicate with members of a trade channel is personal selling. Which of the following is a reason behind this?
 a. Personal selling is the most inexpensive form of communication.
  b. Members of trade channels are the most conspicuous audience.
  c. Members of trade channels are the target audience for producers of only household products.
  d. The target audience represents a relatively small, easily identifiable group.

Question 2

Which of the following is NOT a part of the services marketing pyramid?
 a. company
  b. competition
  c. customers
  d. technology
  e. providers

Question 3

Externally dedicated to the market, yet internally focused on production, seeking to
  produce high-volume or high-value product/service while carefully examining any new opportunities for costs/benefits in relation to known strengths of the firm, is a description of which one of the market-focused business strategies identified below.
 a. initiator
  b. early imitator
  c. follower
  d. market segmenter

Question 4

According to the services marketing mix framework, decisions to stress one of the service mix variables will not require changes to the other service mix variables.
 
 Indicate whether the statement is true or false

Question 5

Which of the following telecom companies would be likely to benefit from a direct comparison ad?
 a. GBL Inc, a company known for its pioneering designs
  b. Unix Inc., the company with the largest market share
  c. Myrna Technologies, an established leader in the market
  d. Newtel, a small company that has just entered the market

Question 6

A particular group of consumers that is singled out by an organization for its advertising or integrated brand promotion campaign is called:
 a. a target audience.
  b. cooperative advertising.
  c. a focus group
  d. a sponsorship.

Question 7

Which, if any, of the following characteristics is NOT shared by the three service experience frameworks introduced in this chapter?
 a. Each framework identifies components present in any service exchange.
  b. Each framework captures the interactive nature of the service experience by communicating the interrelatedness of their various elements.
  c. Each framework is broad enough to describe a variety of service organizations.
  d. All of these characteristics are common across the three service experience frameworks.
  e. None of these characteristics is common across the three service experience frameworks.
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Replies
wrote...
6 years ago
Answer to #1

d

Answer to #2

b

Answer to #3

C. See Table 5-2 for the four business profiles and the characteristics for each of
the market-focused business strategies identified herein.

Answer to #4

F

Answer to #5

d

Answer to #6

a

Answer to #7

d
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