***THANKS EVERYONE FOR CONTRIBUTING, GOOD LUCK!! HAPPY GRADUATION!!***
MKT 442 Final Exam Questions
Please paste the question you emailed to Professor Wang here so we can all pass this test!
Question 1: Jourdan
Question: What are the three best practices for closing the communication gap? Explain what
each of them are and provide an explain in a real life situation.
Answer:
- External Marketing "Making Promises": employing integrated services marketing
communication strategies around everything and everyone that sends a message or signal.
Example: Coordination of tangible communications across sales and service such as ads in the
Sunday newspaper.
- Interactive Marketing "Keeping Promises": manage customer expectations effectively
throughout the experience. Example: Create tiered value offerings in the form of Gold, Silver,
and Platinum rewards.
- Internal Marketing " Enabling Promises": develop mechanisms for internal communication to
avoid over-promising and ensure successful delivery. Example: Create feedback boxes where
employees can write in questions/comments/concerns of where the company is heading and
how they are running the show. If the brand is all about aiding others, put together an Aid the
Employee Day where all employees come together for a barbeque with free childcare, hair cuts,
and fundraising for an employee who needs help.
Chrissy:
Question: Gap 1, also known as the customer gap, is between which two pieces?
a) Expected service and perceived service
b) Customer service driven design and company perception of customer expectations
c) Expected service and company perception of customer expectations
d) Customer service driven design and perceived Service
Answer : A) Expected service and perceived service
Betsy: Dang! That’s a real good question Jourdan!!
Question: In class, we've recently been learning a lot about Service Blueprints. What are 2 of the 5
reasons to use a Service Blueprint?
Answer: (Can be any of the following 5)
1. Customer Focus ["The map focuses on the customer's role in the service process."]
2. Design/Re-design/Improved ["A new process can be designed/re-designed/improved, by viewing an
inter-connected whole, so that opportunities and challenges can be anticipated or isolated."]
3. Customer-employee interaction ["Help identify customer-employee interaction points, bottlenecks
and the locus of service failures."]
4. Helps set standard based on best practices ["Establish standard operating procedures based on
best practices through comparing service blueprints for the same process in different organizational units
(e.g., banks)."]
5. Help optimize day-to-day operation: internal and external quality ["be the basis for setting goals
for employees, for integration of cross-functional processes and for internal and external quality
management."]
Kimberly: Mine was similar to Jourdans!
Question: What are the best practices for closing the communication gaps between the company and the
consumer?
Answer: External marketing, interactive marketing, and internal marketing.
Laura--- This is literally all I sent her....
Which is NOT a reason to Blueprint?
A) focuses on the customer role
B) establish standards based on the best practice
C) for internal and external quality management
D) learn about competitors
Answer: D
Alex
Which of the following is NOT one of the five dimensions of service quality?
A) reliability
B) sympathy
C) assurance
D) empathy
Answer is B
Brian -
Briefly name and describe 1 of the 4 major differences between a product and a service?
(Can be one of the following answers)
A.)Intangible - No physical object, hard to communicate benefits
B.)Inseparable - Consumer take part in production
C.)Heterogeneous- Services rely on employees for quality, which makes consistency difficult
D.)Perishable - Services can not be stored. This makes synchronizing production with
consumption very difficult
Jubisa
Q: How can companies manage service recovery to recover from mishaps?
A: (any of the following)
-solve problem quickly
-provide an explanation
-cultivate customer relationships
--apologize with honesty
Meghan
Q: Which one of these is NOT part of the Services Marketing Triangle?
A. Internal Marketing
B. Providers
C. Competitors
D. Interactive/Real-Time Marketing
ANSWER: C
Nathan:
Which of the following are good reasons to create a service blueprint:
a) Understand every step where the customer directly interacts with an employee to optimize face-to-face
experience
b) Gain a better understanding of how the customer directly interacts with support process employees
c) Determine employee actions that can be eliminated by replacing them with physical evidence
d) A & C
e) All of the above
Correct answer: D
Which of the following are not part of the method to close communication
gap?
> - Enabling promises
> - Changing promises
