Question

1. Service quality is not always consistent, largely because services are often performed by human beings.  Provide an example of what employers could do to reduce service variability.

2. Generally, when advertising to one’s supply chain, the objective is a ____________________ strategy, in which the goal is to motivate sellers– wholesalers, distributors, or salespeople – to highlight the product, rather than the competitors, and thereby induce consumers to buy the product

3. When determining how to best convey the message in a marketing campaign, often one will determine the unique selling proposition (USP). What is a USP intended to do?

4. In the early stages of an ad campaign, the objectives are established. After the campaign has run, to determine if those objectives are met, the marketer will _____________________.

5. Describe the difference between financial and non-financial incentives.

6.In the B2B buying process the ___________________________ is an activity through which buying organizations invite alternative suppliers to bid on supplying their required goods.

7. Name and explain three “rule-of-thumb” methods of setting Integrated Marketing Communications budgets.

Answer 1

1. It is true that service quality is not always consistent as many tasks are performed by human beings. Thus, there are high chances of variation between the items that leads to inconsistency. Example: In a service industry say BPO, there are a lot of customer care executives who provide support over call to customers. There are standard set up of queries which customers have. However, answers provided by executives may be different in case they are not trained on the same line or there are no standard answers. In order to solve this issue, employers can provide the same training to all the executives and prepare a list of questions along with standard answers or step by step resolution so that every time customer calls, the executives answer in the same flow. It will help to avoid variability in the process and make the process more robust which will increase the trust with customer.

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