A hard-sell ad is most likely to create a(n) in potential consumers.
a. emotional connection
b. sense of urgency
c. feeling of social anxiety
d. sense of superiority
Question 2The two major components of the mass-mediated communication model are:
a. primary demand and selective demand.
b. advertiser and consumer.
c. internal position and external position.
d. production and reception.
Question 3According to the servuction framework, Customer A refers to
a. the customer receiving the service.
b. the customer who is not receiving the service but who is visible during the service performance.
c. the customer who is not receiving the service and who is not visible during the service performance.
d. any of the listed conditions.
e. none of the listed conditions.
Question 4One who owns and operates more than one franchise unit is known as a
a. Area Developer
b. Master Franchisee
c. Multi-unit Franchisee
d. Franchise Broker
Question 5A service framework cannot be used for analyzing factors contributing to the customer's service experience.
Indicate whether the statement is true or false
Question 6For
advertising to work as planned, the consumer should be convinced through arguments that the
advertised brand is the right choice.
a. repetitive
b. point-of-purchase
c. persuasive
d. feel-good
Question 7Nature Fresh, a local grocery store chain, has decided to run a series of advertisements. For this to be considered as an advertising campaign, Nature Fresh's ads must:
a. focus on store products rather than store services.
b. target a mass audience.
c. appear in print media.
d. be unpaid communication.
Question 8According to the services marketing mix framework,
a. the traditional marketing mix is augmented with three interrelated variables that demonstrate the unique character of service products compared to physical goods.
b. services marketers are typically able to influence customer response by stressing one services marketing mix variable and not changing the other mix variables.
c. redesigning the process of service assembly to emphasize more customer participation in the service production will not typically require changes in the roles of service employees or the physical service environment.
d. All of the statements based on the services marketing mix framework are true.
e. None of the statements based on the services marketing mix framework are true.
Question 9Considering the processes of management for a the franchise system, overall planning of the firm for today's operations and the future of the system itself is the primary responsibility of
a. the owner/management.
b. franchisees
c. franchisor field staff
d. prospective franchises being recruited into the system
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