Which of the Following Statements Regarding Service Branding Is MOST

question 71

Multiple Choice

Which of the following statements regarding service branding is MOST accurate?

• A) Because the classification of services is so complex, it is far more difficult to find a brand name that hasn't already been taken.
• B) Services must include the word "service" in all their brand names to assure that customers understand they are not purchasing a product.
• C) Service firms with a well-established brand reputation will also find it easier to introduce new services than firms without a brand reputation.
• D) Many consumers are suspicious of companies that offer too many services under the same brand name.
• E) Many service organizations, such as banks, hotels, and restaurants do not rely heavily on branding because of the extent to which they are people-dominated services.

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Definitions:

Ideal Self

Represents a person's conception of how they would like to be, encompassing aspirations, goals, and standards against which current self is measured.

Gratification

The feeling of pleasure or satisfaction that comes from fulfilling a desire or need.

Psychosexual Development

A central element of Sigmund Freud's psychoanalytic theory, which proposes that children pass through a series of stages centered on erogenous zones.

Latency Stage

A psychoanalytic term for a period in child development from about age five to puberty during which sexual urges are inactive.