Services Marketing And Management 1st Edition Audrey Gilmore - Solutions

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Write a short note on:a. Cultural and social factorsb. Psychological Factors
What is the marketing-mix decisions? Write the factors of marketing mix decisions.
What are consumer rights and responsibilities? Explain.
Discuss the scope of consumer behavior.
Define consumer behavior. Explain the importance of consumer behavior.
……………. is the oldest concept of marketing.a. Productb. Exchangec. Productiond. Marketing
Who is the father of modern marketing?a. Philip Kotlerb. Peter F. Druckerc. Abraham Maslow
……………… plays a positive role in solving marketing problems.a. Marketing researchb. Customer behaviorc. Product conceptd. Management
The …………… concept rests on four pillars: target market, customer needs, integrated marketing, and profitability.a. Productb. Productionc. Marketingd. Holistic
…………. is the process of identifying and satisfying the needs of the customer.a. Marketingb. Salesc. Distributiond. Advertising
Discuss the factors affecting marketing environment.
What is marketing environment? Write its importance and components.
Describe the process of marketing.
Explain the scope and functions of marketing.
Define marketing mix. Explain the 7 Ps of marketing.
Briefly describe what you believe to be the top 10 characteristics of a service firm that exhibits a worldclass service culture.
Discuss the fight for control among marketing, operations, and human resources personnel and how it affects a service firm’s culture.
Compare and contrast the four types of traditional corporate cultures.
What is gamification and how has Starbucks used gamification to its advantage in developing its customer loyalty program (Hint: See E-Services in Action)?
Provide a list of benefits associated with customer loyalty.
Describe the types of customer loyalty programs and discuss how they differ from one another.
What is the service recovery paradox? What should managers learn from the service recovery paradox?
A national restaurant chain has hired you to categorize customer complaints. Discuss the basic differences between the four main failure identification categories and provide restaurantrelated examples of each.
Previous research has found that 96 percent of unhappy customers do not complain. Why is this so?
Discuss the following types of complaints:instrumental, noninstrumental, ostensive, and reflexive. Which types of complaints are voiced the most?
Discuss the most and least important of the five service quality dimensions. Why do you believe that most customers rank these two service quality dimensions in this particular order?
Why would a manager want to know the importance customers place on each of the five service quality dimensions?
How does the communications gap relate to success in e-business (see E-Services in Action)?
Explain how a manager might use the conceptual model of service quality to improve the quality of their firm.
Explain the pros and cons associated with CSAT, NPS, and CES measurement scales.
Discuss the differences between a confirmation, a positive disconfirmation, and a negative disconfirmation.
Explain why the concept of customer and employee scripts are so important to service marketers.
Based on Table 10-1, discuss five approaches to assist a firm that desires to make the transition from a full-service provider to a partial or self-service operation.
Based on the principles of waiting discussed in the Services for a Better World in Action box, discuss five ways a service marketer could manage customers waits at a restaurant.
Thinking of the customer as a partial employee, provide examples of servicescapes that are badly designed. When did you feel that you could not follow the script because of the environment and tools you were given?
Based on the Amazon Go stores described in the E-Services in Action box, discuss the pros and cons of this business model.
Choose an example from your own experience of a service business that “changed the script” for their customer. Suggest why they might have made the change and the problems it created.
Describe a service environment in which the physical design, signage, or layout makes it easy to understand the script. Describe another where the environment makes it very difficult to understand the role and the script of the customer.
Give an example of a service experience in which you participated that was poor because of the presence of a novice customer. What was it that the novice did that identified that person as a novice?Describe the consequences for the expert customer in terms of the theatrical analogy.
Compare and contrast expert performers with expert customers.
Discuss the pros and cons associated with the concept of turning customers into partial employees.
As an employee, discuss five pros and five cons of working remotely.
Wegman’s is consistently rated as one of the best employers in the United States. What does Wegman’s do so well that distinguishes itself from other employers?
Discuss the customer types “Freeloading Freda”and “Hysterical Harold.” As a manager, what advice could be provided to employees on how to interact with these two customer types?
What are the kinds of costs that you would have to include to calculate the “cost of churn” for service businesses?
Service personnel experience a variety of situations that cause conflict. Compare and contrast person/role conflicts with organization/client conflicts.
Go to www.colorquiz.com and complete the quiz.Do you agree or disagree with the psychographic profile that was generated based on your color selections?
Discuss the problems of having both young and old segments in the same servicescape.
Discuss the four strategic roles of physical evidence.
Explain the relationship between physical evidence and the formation of customer perceptions and expectations.
Discuss the concept of “visual pathways” and their potential use within a medical practice.
Describe the strategic differences among the five elements of the communication mix.
Define price bundling and provide three reasons why it makes sense for service firms to engage in price bundling practices.
Compare and contrast subscription-based pricing and usage-based pricing models.
Under what conditions is price discrimination most effective?
What are the trade-offs associated with increasing/decreasing divergence and increasing/decreasing complexity (see Appendix)?
What are the marketing implications associated with declining birth rates and increasing life spans as service marketers look for future growth opportunities?
Under what situations are consumers more likely to use autopilot or unsystematic decision making.Provide examples.
Explain the relevance of the perceived-control perspective with specific reference to behavioral control and cognitive control as each relates to the post purchase stage.
Based on the expectancy disconfirmation theory, how can a service firm increase customer satisfaction?
In general terms, discuss the purpose of consumer behavior models like the consumer decision process model depicted in Figure 4-1.
Compare and contrast three social enterprise business models and provide real life examples of each.
Go to http://www.bls.gov/iag/tgs/iag70.htm and discuss working conditions, current and projected employment, occupations, and earnings as they related to the hotel industry.
Explain the composition of ESG factors. Select two ESG concerns highlighted in the text and explain their relevance to services marketing.
Compare and contrast marketing’s functional orientation and marketing’s societal orientation.
How are technology-based solutions used to offset some of the challenges posed by inseparability?
Do customers perceive higher levels of risk when purchasing services or when purchasing goods?Please explain.
How does “increasing customer participation” solve potential problems caused by the perishability of services?
Which is better for customers: (1) a customized service or (2) a standardized service or (3) mass customization? Please explain.
What is meant by the term other customers, and why is their influence so much greater for services than for goods?
Discuss why the pricing of services is particularly difficult in comparison with the pricing of goods.
Select three Social Enterprise Business Models from the chapter and provide examples using specific companies for each of the three approaches.
Discuss the four approaches to using sustainability as an effective business positioning strategy.
Compare and contrast the use of self-service technologies, robotics, and artificial intelligence for customer service-related functions.
Discuss the transition of global economies as they progress through the primary, secondary, and tertiary sectors. What are the impacts of this transition on jobs and labor forces?
Utilizing the servuction model, explain how the benefit concept is delivered differently for services compared to goods.
Why is it difficult to establish a clear distinction between goods and services? Use the Scale of Market Entities and the Molecular Model concepts to explain your answer.
Referring to the Scale of Market Entities and Molecular Model, what lessons can be learned by service marketing managers?
Explain why it is difficult to capture an exact figure to reflect the dominance of services as it related gross national product and labor force calculations.
Discuss the different viewpoints captured by the terms service imperative, materialismo snobbery, and service-dominant logic.
What are the managerial implications for trying to build long-term relationships with commercial organizations?
What is meant by a sustainable service? How can it be managed along with mass marketing demands?
How can service staff be encouraged and motivated in delivering excellent service to customers?
How can the overall hotel service delivery be implemented effectively?
Why are these differences important to a service manager?
What is the difference between transaction- and relationship-type customers?
What are the differences in the functional roles of and the competencies required for a customer–staff interaction manager and a service administration manager?
How would you define service marketing competencies?
What are the limitations of formal standards in ensuring good service marketing performance?
What personal characteristics do you think are important to look for when selecting service delivery staff?
Describe how internal marketing could be applied to a business of your choice.
What problems might a service manager have in attempting to introduce internal marketing in an organization?
Outline the scope of ‘internal marketing’ and discuss the value of this to service organizations.
What are the disadvantages and advantages of each of these managerial approaches?
Outline a situation where a custodial management emphasis may be useful in a service context and discuss how this might conflict with service marketing objectives.
What is meant by a production-line and an empowerment style to managing employees?
What impact does organizational change have on managers and their ability to plan and implement service marketing activities?
Discuss the internal and external changes that can impact upon an organization over time.
How can organizational structures impact upon management decision making?
Describe at least three different markets to which charities may need to offer and deliver appropriate service dimensions simultaneously.

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Services Marketing And Management 1st Edition Audrey Gilmore - Solutions

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