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Questions and Answers of Marketing

Go to www.bls.gov/iag/leisurehosp.htm and click on Hotel and Other Accommodations Career Guide link found at the bottom of the scrolled page. Discuss working conditions, current and projected
Appreciate the types of ethical issues that often arise in the business sector.
Discuss the consequences of ethical misconduct.
Discuss the difference between ethics and social responsibility.
How does the public feel about the ethical behaviors of businesspeople?
Explain how reward systems impact ethical behavior.
Discuss the relationship between a “Code of Ethics” and “corrective control.”
Describe the relevance of a “search attribute as it applies to service marketing ethics.”
1. What properties inherent in auto repair services contribute to consumer vulnerability?2. What types of ethical issues are involved with this case?3. Describe the consequences of Sears Auto
Briefly describe how the unique service characteristics of intangibility, inseparability, heterogeneity, and perishability apply to your educational experience in your services marketing class.
Discuss why the pricing of services particularly difficult in comparison with the pricing of goods?
What strategies have the insurance industry utilized in its attempt to minimize the effects of intangibility? Of the companies that have actively attempted to minimize the effects, have some
Discuss the pros and cons of having the customer involved in the production process.
Discuss the reasons why the centralized mass production of services is challenging.
What is meant by the term “other customers” and why is their influence so much greater for services compared to goods?
Why are standardization and quality control difficult to maintain throughout the service delivery process?
Which is better for consumers: (1) A customized service or (2) A standardized service? Please explain.
What are the limitations associated with a service firm’s inability to maintain inventories?
A number of supply and demand strategies were presented as possible solutions to offset the challenges created by the perishability of services. (1) Discuss the major objectives of demand strategies
1. Does the service characteristic of intangibility change once a service is placed on the web? Please explain. How can a service provider “tangibilize’ their service on the web?2. Does the
In general terms, discuss the purpose of consumer behavior models like the consumer decision process model depicted in Figure.
Why do consumers of services perceive higher levels of risk associated with their purchases compared to goods purchases?
Discuss the different types of risk.
Define and discuss the following terms: search attributes, experience attributes, and credence attributes. Which type(s) of attributes most accurately apply to services? Explain.
Regarding multi-attribute models, what is the difference between the linear compensatory approach and the lexicographic approach?
Who is typically more brand loyal—a consumer of goods or a consumer of services? Please explain.
Discuss the reasons why personal sources of information tend to be more important for consumers of services.
Discuss the managerial implications of the client-company interface during the consumption stage.
What is a script and how does it relate to the manner in which customer satisfaction evaluations are formed?
Explain the relevance of the perceived-control model as it relates to the post consumption stage.
United Airlines flies to more than 200 domestic and international destinations and operates more than 3,300 flights a day. Although the airline’s hubs are strategically located in Chicago, Denver,
Why is developing an effective process strategy particularly important for service firms?
Discuss the role of technology as a service firm transitions itself through the four stages of operational competitiveness.
Explain how the inability to inventory services on the input and output sides of the technical core affects the operational efficiency of most service firms.
Compare Thompson's Perfect-World-Model to the Focused Factory and Plant- Within- a- Plant concepts.
What is buffering? How do the strategies of anticipating, smoothing, and rationing relate to buffering?
Discuss some specific examples of how the customer's involvement in the service encounter influences the operational efficiency of the average service firm.
What does it mean to isolate the technical core of a business?
Provide examples of hard and soft technologies and explain their relevance to this chapter.
Discuss the steps that are suggested to develop a meaningful blueprint.
What are the tradeoffs associated with increasing/decreasing divergence and increasing/decreasing complexity.
1. Construct a service blueprint for the bear-making process indicating (1) The stages in the process; (2) The directional flow of the process; (3) Labor cost for each stage in the process; (4) The
It is often suggested that service firms should set their prices based on customers’ perceived value of the service. What is value?
Discuss the role of costs in setting final prices.
Discuss the role of price as an indicator of quality to consumers.
Describe the trade-offs associated with taking hotel reservations from customers who pay lower rates than same-day customers.
Should self-service always be rewarded with lower prices? Please explain.
Under what conditions is price segmentation most effective?
Discuss the basic concepts behind satisfaction-based, relationship, and efficiency pricing.
Provide three examples of relationship pricing not addressed in this chapter.
Define price bundling and provide three reasons why it makes sense for service firms to engage in mixed bundling practices.
Define flat-rate pricing and provide an explanation for why a service firm may want to pursue a flat-rate pricing strategy.
1. Using the Buyer’s Perception of Value presented in Figure 6.1, discuss the value provided by the MDVIP business model. Do you believe that MDVIP offers a good value to patients?2. Based on the
Discuss the process associated with managing an effective communication strategy.
Describe the strategic differences among the five elements of the communications mix.
Define what it means to develop communication objectives in SMART terms. State three objectives that abide by the SMART guidelines.
Compare the communication skills necessary to conduct Type 1, Type 2, and Type 3 transactions. Which type of service staff should a firm recruit?
Why is the development of an effective positioning strategy particularly important for service firms?
What problems are associated with mistargeted communications? Why do they occur?
Why should service employees be considered when developing communications materials?
Discuss how insurance companies like Aflac and GEICO make their services more easily understood.
What problems arise in turning professional service providers into proactive marketing personnel?
Discuss the concept of "visual pathways" and its potential use within a medical practice.
1. Go to www.ultimateescapes.com and click on “What is a Destination Club?” and then click “Learn More.” Develop the basics of a promotional message that communicates the major benefits a
Explain the relationship between physical evidence and formation of customer perceptions and expectations.
Discuss the four strategic role of physical evidence.
Discuss the relevance of low-contact versus high-contact service firms with respect to location, layout, product design, and process design decisions.
How should the servicescape of a firm that targets ethical shoppers be designed?
Discuss how internal response moderators influence the customer’s response to the services-cape.
Discuss the three types of internal responses to the firm's environment.
Describe the impact of music on customer and employee behavior?
Discuss the use of employee uniforms as physical evidence as they relate to the unique service characteristic of heterogeneity.
1. When considering the servicescape design of an orthodontic office, discuss whether orthodontics is a self-service, an interpersonal service, or a remote service, and how this will impact the
Discuss the relevance of employee satisfaction as it relates to the service-profit chain.
What are boundary-spanning personnel? Discuss the types of conflict that they generally encounter.
From your own experience, give three examples of when you have been served badly and explain them in terms of the coping strategies.
How can marketing be utilized to reduce the amount of stress and conflict experienced by boundary-spanning personnel?
How does profiling disruptive customers assist customer contact personnel in dealing with “customers from hell”?
From a managerial point of view, what is the usefulness of websites such as www.customer-suck.com?
In what types of organizations would it be best to avoid empowerment approaches?
Discuss the various factors that would encourage employees not to leave an organization and how they can be turned in to a retention strategy.
1. How else could they quantify the benefits of better employees?2. Are the savings more sensitive to the cost of turnover or to the tenure? Why is this important?3. What costs should be included
Discuss the pros and cons of increasing customer participation in the service delivery process.
Describe a service situation in which a novice consumer performer reduces the satisfaction for an expert. Suggest management activities that could reduce the problem.
Despite the best attempts of many service firms to balance supply and demand, the only time the balance truly occurs may be by accident. Explain why this is so.
1. How much of a change in script does setting your own price constitute?2. Would this be seen as a competitive advantage in the restaurant industry?3. How dependent on the U.K. culture is the idea?
Discuss the differences among a confirmation, a positive disconfirmation, and a negative disconfirmation.
What is meant by the description that most satisfaction scores are negatively skewed? Why does this score distribution occur?
Discuss how the form of a question may influence satisfaction scores.
Should a company always attempt to achieve 100 percent customer satisfaction? Please explain.
Discuss the relationship between customer satisfaction and customer retention.
What are the drawbacks of listening to customers and assessing customer satisfaction?
Define and explain the relevance of the zone of tolerance.
What are the major factors that influence customer expectations for adequate service?
What are the major factors that influence customer expectations for desired service?
1. Discuss the pros and cons of Christy’s development of the comment card.2. Describe the potential problems associated with involving the housekeeping staff to collect the comment cards.3. With
What are the basic differences between customer satisfaction and service quality?
Explain how a manager might use the conceptual model of service quality to improve the quality of his/her own firm.
Discuss the knowledge gap and what factors contribute to the size of the knowledge gap?
How does the communication gap relate to success in e-business (See E-Services in Action)?

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