Major brand marketers often spend huge amounts on advertising to create brand

Major brand marketers often spend huge amounts on

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67) Major brand marketers often spend huge amounts on advertising to create brand ________ and to build preference and loyalty.A) extensionB) awarenessC) packagingD) internal marketingE) preferenceAnswer: BPage Ref: 244
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68) While advertising campaigns can help to create name recognition, brand knowledge, and maybe even some brand preference, brands are not maintained by advertising but by ________.Page Ref: 24469) Service providers must consider four special characteristics when designing marketing programs. Which is NOT one of these characteristics?Page Ref: 24470) ________ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought.Page Ref: 245
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71) ________ means that services cannot be separated from their providers, whether the providers are people or machines.A) Service intangibilityB) Service inseparabilityC) Service variabilityD) Service perishabilityE) Service heterogeneityAnswer: BPage Ref: 24572) Which of the following is NOT one of the links in the service-profit chain, linking service firm profits with employee and customer satisfaction?Page Ref: 24673) Through ________, the service firm trains and motivates its customer-contact employees andsupporting service people to work as a team to provide customer satisfaction.Page Ref: 247
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74) Because service quality depends on the quality of buyer-seller interaction during the service encounter, service marketers use ________ to train employees in the art of interacting with customers to satisfy their needs.Page Ref: 24775) All of the following are methods for developing a differentiated service offer, delivery, or image EXCEPT ________.A) offering innovative featuresB) increasing the quantity of service by giving up some qualityC) having more reliable customer-contact peopleD) developing symbols and brandingE) designing a superior delivery processAnswer: BPage Ref: 248
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