For Many Professionals Offering Intangible Services,an Ethical Marketing Dilemma Exists

question 44

Multiple Choice

For many professionals offering intangible services,an ethical marketing dilemma exists.The dilemma centers on

• A) when to advertise versus when to use personal selling.
• B) which media are appropriate for promoting intangible services.
• C) which images create a better impression on consumers.
• D) how to gain clients while retaining an image of professionalism and integrity.
• E) who should be the spokesperson for professionals offering intangible services.

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Definitions:

Predictive Validity

How well a score from a test or scale indicates anticipated performance in tasks or outcomes that are related.

IQ Test

A standardized assessment used to measure human intelligence and cognitive abilities in relation to an age-group norm.

Correlation

A statistical measure that indicates the extent to which two or more variables fluctuate together, showing the strength and direction of a relationship.

Reliability

The consistency and stability of test scores or measurements over time or across different occasions.