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CSUF MKTG 351 FINAL EXAM| 207 QUESTIONS AND ANSWERS.
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CSUF MKTG 351 FINAL EXAM 207QUESTIONS AND ANSWERS
Importance of services to the economy - answer - 55% of all US GDP
- 10 out of 11 service sectors increased their revenue last year
- Largest gains from Internet and Broadcasting: Google Facebook, Pandora, Spotify, SiriusM
--- Interpublic Group - One of the largest
How services differs from groups - answer - Intangible
- Inseparable
- Heterogeneous
- Perishable
Intangible - answer --- Services cannot be touched, seen, tasted, heard, or felt in the same way
as goods. Tangible cues are often used to communicate a service's quality and nature. Facilities
are a critical tangible part of a service.
--- Makes it harder to communicate benefits
Inseparable - answer -Producing and Consuming simultaneously
-- Services are often sold, produced and consumed at the same time.
-- Consumers are involved in the production of the Services they buy.
-- Consumer takes part in production
Heterogeneus - answer -- Services are less standardized and uniform than goods.
-- Because services tend to be labor-intensive, consistency and quality can be hard to achieve.
-- Standardization and training help increase consistency and reliability
-- Depend on employees for quality
,--- Hard to achieve consistency
Perishable - answer -- Services cannot be saved, stored, warehoused, or inventoried
-- One of the most important challanges in many service industries is finding ways to
synchronize supply and demand
Service Quality - answer -- Researches have shown that customers evaluate service quality by
five components
-- Service quality is more sifficult to define and measure than is the quallity of tangible goods.
-- Business executives rank the improvement of service quality as one of their most critical
challanges.
Components of Service Quality - answer - Reliability
- Responsiveness
- Assurance
- Empathy
- Tangibles
Reliability - answer To perform right in the first time
Responsiveness - answer To provide prompt service
Assurance - answer Knowledge and courtesy of employees
Empathy - answer Caring
--- Individual attention to customers
Tangibles - answer Physical evidence of the service
,Services Marketing Mix - answer - Service Strategy
- Distribution
- Promotion Strategy
- Pricing Strategy
Marketing Mix - Agency - answer Positioning as a center
- Target Audience
- Pricing
- Go-to-Market Strategy
- Services Mix
Target Audience (Marketing Mix - Positioning) - answer What we know about them
- Goals, Revenue, Values
Pricing Architecture (Marketing Mix - Positioning) - answer - Project-based
- Hourly
- Retainer
- Pro-Bono
Steps of Pricing Architecture (Marketing Mix - Positioning) - answer - Build Brand (46%)
- Generate Leads (86%)
- Convert Sales (85%)
- Increase Loyalty (51%)
Go-to-Market Strategy (Marketing Mix - Positioning) - answer - Public Relations
- Direct Mail
, - Networking/Referrals
- SEO
- PPC
Public Relations (Go-to-Market Strategy) - answer Press release
- Overview
- Positioning
- Distribution
Press Release - Overview (Public Relations) - answer Build credibility and awareness with media,
vendors and client
Press Release - Positioning (Public Relations) - answer INITIAL HOOK is announcing the launch of
a given campaign that INCLUDES HYPERLINKS to help rank high on search engines
Press Release - Distribution (Public Relations) - answer - eReleases.com
- BusinessWire.com
- MarketWire.com
- PRNewsWire.com
- Blogs
eReleases.com (Press Release - Distribution) - answer a world leader in full text news releases
with emphasis on a small business
eReleases.com (characteristics) - answer - $400.00
- 100,000 journalists
- 3 target categories (Advertising/Marketing and Medical)
- 3,000 National Newspapers
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