Describe what is meant by an holistic view of a service environment and provide examples
What will be an ideal response?
Designers must consider the total service experience when designing servicescapes. Consumer response is based on a reaction to the total service experience, not individual aspects of the service. For example, a beautifully stained hardwood floor is not perfect flooring if it does not match its surroundings. The service may be attempting to generate a deliberately grungy look as in the case of some teen clothing stores and a high-class floor would look out of place.
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The fishing lures produced by Fun Lite Corporation are unique in that they are handcrafted. Advertising by the company emphasizes the point that how its lures, unlike others, are all handcrafted. This feature is the company's:
a. publicity objective. b. marketing differentiator. c. competitive advantage. d. one-to-one marketing advantage.
Which of the following is NOT true regarding impressions?
A) They are useful for tracking the scope of a communication. B) They are useful for tracking the breadth of a communication's reach. C) They can be compared across all communication types. D) They represent a less active response than engagement. E) They provide insight into the results of viewing the communication.