Marketing Concepts And Strategies 8th Edition O. C. Ferrell, Sally Dibb, William M. Pride, Lyndon Simkin - Solutions

Unlock the full potential of your studies with our comprehensive resources for "Marketing Concepts And Strategies 8th Edition" by O. C. Ferrell, Sally Dibb, William M. Pride, and Lyndon Simkin. Discover online answers key and detailed solutions manual to enhance your understanding. Access solutions in PDF format for solved problems and test bank questions. Our chapter solutions provide step-by-step answers, perfect for textbook learning. Utilize the instructor manual for a deeper insight into marketing strategies. Enjoy the convenience of free download for all questions and answers, ensuring you have the tools you need for success.

Visit a service environment, and have a detailed look around. Experience the environment, and try to feel how the various design parameters shape what you feel and how you behave in that setting.
Identify firms from three different service industries where the service environment is a crucial part of the overall value proposition. Analyze and explain in detail the value delivered by the service environment in each of the three industries.
Why can it happen that different customers and service staff respond vastly differently to the same service environment?
What is the relationship or link between the Russell Model of Affect and the servicescape model?
Compare and contrast the strategic and functional roles of service environments within a service organization.
Understand the roles of spatial layout and functionality.
Understand the key ambient conditions and their effects on customers.
Know the dimensions of the service environment.
Know the theoretical underpinning from environmental psychology that helps us to understand customer as well as employee responses to service environments.
Be familiar with the data requirements for designing effective strategies to manage demand and capacity
Know how to inventory demand through reservations systems.
Know how to inventory demand through waiting lines and queuing systems.
Use marketing mix elements to smooth out fluctuations in demand.
Recognize that demand varies by segment, and predict segmentspecific variations in demand and their causes.
Use capacity management techniques to match variations in demand.
Understand what is meant by“capacity” in a service context.
What actions could a bank take to encourage more customers to bank by phone, mail, Internet, or through ATMs rather than visiting a branch?
Prepare a blueprint for a service with which you are familiar. On completion, consider (a) the tangible cues or indicators of quality from the customers perspective, considering the line of visibility; (b) whether all steps in the process are necessary; (c) the extent to which standardization is
Review the blueprint of the restaurant visit in Figure 8.4. Identify several possible “OTSUs” (“opportunity to screw up”) for each step in the front-stage process. Consider possible causes underlying each potential failure and suggest ways to eliminate or minimize these problems.
How can you test whether a SST has the potential to be successful, and what can a firm do to increase its chances of customer adoption?
Why does the customer’s role as a co-producer need to be designed into service processes? What are the implications of considering customers as partial employees?
Why is periodic process redesign necessary, and what are the main types of service process redesign?
How does the creation and evaluation of a service blueprint help managers understand the role of time in service delivery?
How can fail-safe procedures be used to reduce service failures?
How does blueprinting help in designing, managing, and redesigning service processes?
How does flowcharting help us to understand the difference between people-, possession-, mentaland information-processing services?
Know how to manage customers’reluctance to change their behaviors in service processes, including adoption of SSTs.
Understand and manage the factors that lead customers to accept new self-service technologies(SSTs).
Be familiar with the concept of service customers as “co-producers” and the implications of this perspective.
Know how service redesign can help improve both service quality and productivity.
Understand how to use failure proofing to design fail points out of service processes.
Develop a blueprint for a service process with all the necessary elements in place.
Be familiar with what we can learn from flowcharting a service and know how flowcharts are drawn.
Conduct a Google search for (a) MBA programs and(b) vacation (holiday) resorts. Examine two or three contextual ads triggered by your searches. Critique these ads—what are they doing right, and what can be improved?
Explore the websites of a management consulting firm, an Internet retailer, and an insurance company.Critique them for ease of navigation, content, and visual design. What, if anything, would you change about each site?
If you were explaining your current university or researching the degree program you are now in, what could you learn from blogs and any other online word of mouth you can find? How would that information influence the decision of a prospective applicant to your university? Given that you are an
Identify one advertisement (or other means of communication) that aims mainly at managing consumer behavior in the (a) choice, (b) service encounter, and(c) postconsumption stage. Explain how they try to achieve their objectives and discuss how effective they may be.
Which elements of the marketing communications mix would you use for each of the following scenarios? Explain your answers.• A newly established hair salon in a suburban shopping center.• An established restaurant facing declining patronage because of new competitors.• A large, single-office
What are the potential ways to implement IMC?
What are the different forms of online marketing?Which do you think would be the most effective online marketing strategies for (a) an online broker and (b) a new nightclub in Los Angeles?
Know the importance of integrating marketing communications to deliver a strong brand identity
Appreciate ethical and consumer privacy related issues in marketing communications.
Understand communications mix elements that originate from outside the firm.
Understand the role of the Internet, cellular, and other electronic media in service marketing communications.
Know the communications mix elements of the traditional marketing channels.
Be familiar with the marketing communications mix in a services context.
Know the 5 Ws of marketing communications planning.
Understand the challenges of service communications.
Learn the role of marketing communications in services.
Consider a service of your choice, and develop a comprehensive pricing schedule. Apply the seven questions marketers need to answer for designing an effective pricing schedule.
Collect the pricing schedules of three leading cell phone service providers. Identify all the pricing dimensions (e.g., airtime, subscription fees, free minutes, per second/6 seconds per minute billing, air time roll-over, etc.) and pricing levels for each dimension (i.e., the range offered by the
How might revenue management be applied to (a) a professional service firm (e.g., consulting), (b) a restaurant, and (c) a golf course? What rate fences would you use and why?
Explore two highly successful business models based on innovative service pricing and/or revenue management strategies, and identify two business models that failed because of major issues in their pricing strategy.What general lessons can you learn from your analysis?
What are the seven key decisions managers need to make when designing an effective pricing schedule?
Why are ethical concerns and fairness perception important issues when designing service pricing schedules and revenue management strategies? What are potential consumer responses to service pricing schedules or policies perceived as unfair?
Why is the price charged by the firm only one, and often not the most important component of the total cost to the consumer? When should we cut nonprice-related costs to the bone, even if that incurs higher costs and a higher price to be charged?
Why is the pricing of services more difficult compared to the pricing of goods?
What is the role of service pricing and revenue management in a business model?
Understand the part played by intermediaries in distributing services.
Recognize the issues of delivering services through electronic channels.
Describe the where (place) and when (time) decisions of physical channels.
Understand determinants of customers’ channel preferences.
Know the three main modes of distribution of services and how they can be distributed.
Understand the importance of distinguishing between distributing core and supplementary services.
Know what is being distributed, given the nonownership and experiential nature of many services.
List the four questions that form the foundation of any service distribution strategy.
Explain the distinction between enhancing and facilitating supplementary services. Give several examples of each, relative to services you have used recently.
Be familiar with the success factors for new service development.
Know how service firms use different branding strategies.
Describe the Flower of Service, and know how facilitating and enhancing supplementary services relate to the core product.
Describe what is meant by positioning strategy and how do the market, internal, and competitive analyses relate to positioning strategy?
What is the distinction between important and determinant attributes in consumer purchase decisions? How can research help you to understand which is which?
How do you identify and select target market segments?
Why is market segmentation important to service firms?
Demonstrate how positioning maps help to analyze and respond to the dynamics of competitive positioning
Understand how to develop an effective positioning strategy using market, internal, and competitor analysis.
Understand how to use service levels for positioning services.
Distinguish between important and determinant attributes for consumer choice and positioning services.
Learn how to identify and select target segments.
Understand the four focus strategies to achieve competitive advantage.
Know positioning strategy in a services context.
How do the concepts of theatrical perspective, role theory, and script theory help to provide insights into consumer behavior during the service encounter?
Why does consumer perception of risk constitute an important aspect in selecting, purchasing, and using services? How can firms reduce consumer risk perceptions?
Know how customers evaluate services and what determines their satisfaction.
Know how role and script theory contribute to a better understanding of service experiences.
Obtain insights from viewing service encounter as a form of theater.
Understand how customers form service expectations and the components of these expectations.I can’t get no satisfaction.MICK JAGGER An individual who seeks out the necessary information and chooses wisely has a better chance of getting satisfaction than Mick Jagger.CLAES FORNELL All the world’s
Know the perceived risks that customers face in purchasing services and the strategies firms can use to reduce consumer risk perceptions.
Learn how consumers evaluate and choose between alternative service offerings and why they have difficulty making those evaluations.
The term “marketing mix” could suggest that marketing managers are mixers of ingredients. Is that perspective a recipe for success when employing the 7 Ps to develop a services marketing strategy?
Why do marketing, operations, and human resources have to be closely linked in services but less so in manufacturing? Give examples.
How has the development of self-service technologies affected services marketing strategy? What factors determine whether customers make use of them or not?
Why is time so important in services?
“The 4Ps are all a marketing manager needs to create a marketing strategy for a service business!”Prepare a response that argues the contrary and justify your conclusions.
What is so distinctive about services marketing that it requires a special approach, set of concepts, and body of knowledge?
Is it possible for an economy to be entirely based on services? Is it a sign of weakness when a national economy manufactures few of the goods it consumes?
Know why the marketing function must be integrated with operations and human resource management in service firms
Understand the components of the expanded services marketing mix (the 7 Ps of services marketing)
What is a sales analysis? What makes it an effective control tool?
Discuss the major problems in controlling marketing activities.

Showing 1100 - 1200 of 2427

First
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
Last

Marketing Concepts And Strategies 8th Edition O. C. Ferrell, Sally Dibb, William M. Pride, Lyndon Simkin - Solutions

Step by Step Answers