A marketing manager holds a press conference for the launch of a new product, and strategically…

A marketing manager holds a press conference for the launch of a new product, and strategically presents a report that positions her company as an environmentally friendly company. The marketing manager is using:

a. DRTV
b. deceptive advertising
c. public relations
d. personal selling
e. sales promotion


Skyline Aviation is unable to gain the trust of its customers because its ground operations staff is inefficient and discourteous when handling customer queries during service failures. The customers of this airlines are likely to rate it below the zone of tolerance in which dimension?

a. Reliability
b. Tangibles
c. Accuracy
d. Durability
e. Assurance

Which of the following is true about communication with customers?

a. All receivers decode messages the same.
b. Companies should send the exact same message through different medium and to different customer groups.
c. Customers’ knowledge and attitudes toward the brand will impact their message decoding.
d. There is no need for selecting the target market. The message should be clear and consistent for every single customer in the market.
e. Billboard advertising is not efficient as people tend to misinterpret the message.


Carsonrent, a local car rental company, provides kiosks and online tracking of customers’ car rental details. Using this system, customers are able to extend their rental period and drop off cars during non-office hours, providing them with flexibility that other rental companies do not provide. Carsonrent is trying to close the delivery gap by:

a. training its employees to perform their tasks according to company guidelines.
b. encouraging its service providers by providing support and incentives.
c. empowering its employees to make decisions based on customer requirements.
d. using technology for facilitating the delivery of services.
e. setting service standards based on customer expectations.

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