Chapter 7: Developing the Service Communication Strategy Flashcards

1
Q

Communicates the firm’s positioning strategy to its target markets, including consumers, employees, stockholders, and suppliers for the purpose of achieving organizational objectives.

A

Communication strategy

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2
Q

The array of communications tools available to marketers including advertising, personal selling, publicity (public relations), sales promotions, and sponsorships.

A

Communication mix

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3
Q

The market segment that becomes the focus of a firm’s marketing efforts.

A

Target markets

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4
Q

When setting objectives, objectives should be SMART - specific, measurable, achievable, relevant, and time-bound.

A

SMART terms

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5
Q

How the firm is viewed by consumers compared to its competitors. This strategy speaks to the firm’s differential advantage.

A

Positioning strategy

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6
Q

The content of the firm’s communication message.

A

Copy

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7
Q

Service staff who are required to deal with customers quickly and effectively in “once only” situations where large numbers of customers are present.

A

Type 1 service staff

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8
Q

Service staff who deal with numerous, often repeat customers in restricted interactions of somewhat longer duration.

A

Type 2 service staff

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9
Q

Service staff required to have more highly developed communication skills because of more extended and complex interactions with customers.

A

Type 3 service staff

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10
Q

Experienced when employees are asked to perform a new role that is inconsistent with their self-concept.

A

Role/self conflict

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11
Q

Occurs when an employee is asked to perform two contradictory roles such as being both efficient and effective.

A

Direct conflict

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12
Q

When demand for the service is infrequent, and therefore the success of the communication strategy may not be realized until a later point in time.

A

Lagged effect

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13
Q

Occurs when the same communication message appeals to two diverse market segments.

A

Mistargeted communications

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14
Q

An overall favourable or unfavourable impression based on early stages of the service encounter.

A

Halo effect

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15
Q

Printed materials through which the professional image of the firm can be consistently transmitted, including firm brochures, letterhead, envelopes, and business cards.

A

Visual pathway

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