Services Marketing People Technology Strategy 9th Edition Jochen Wirtz, Christopher Lovelock - Solutions

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What are the commonly used methods of business buying?
List several characteristics that differentiate business transactions from consumer ones.
What are the primary concerns of business customers?
Why are business buyers generally considered more rational in regard to their purchasing behaviour than consumers?
Identify, describe and give examples of four major types of business market.
How is consumer-to-consumer communication changing the way consumers buy products?
If consumers are dissatisfied with a particular purchase, what actions are open to them? What can marketers do to respond to these actions?
Describe the sub-cultures to which you belong. Identify buying behaviour that is unique to your sub-culture.
What is culture? How does it affect a person’s buying behaviour?
Describe reference groups. How do they influence buying behaviour? Name some of your own reference groups.
What is selective exposure and what effect does it have on consumer buying?
What is the function of time in a consumer’s buying decision process?
How does a consumer’s level of involvement affect his or her purchase behaviour?
What are the personal factors that affect the consumer buying decision process? How do they affect the process?
What are the five stages in the consumer buying decision process? Are all these stages used in all consumer purchase decisions?
In what circumstances have you bought a product on impulse?
Name the types of buying behaviour consumers use. List some products that you have bought using each type of behaviour.
What are the differences between customization and globalization?
What should marketers consider as they decide whether to licence or to enter into a joint venture in a foreign nation?
If you were asked to provide a small tip or bribe to have a document approved in a foreign nation where this practice was customary, what would you do?
Recent recession has affected trade opportunities for many businesses. How could businesses minimize the impact of such problems?
How do religious systems influence marketing activities in foreign countries?
A manufacturer exported peanut butter with a green label to a nation in the Far East. The product failed because it was associated with jungle sickness. How could this mistake have been avoided?
Why do you think so much of this chapter is devoted to an analysis of the international marketing environment?
Are the largest industrial companies in Europe committed to international marketing? Why or why not?
What must marketers consider before deciding whether to become involved in international marketing?
How can a business instigate environmental scanning?
What are the main causes of the opening of strategic windows?
How does an assessment of marketing environment forces assist in marketing opportunity analysis?
Why should marketers be aware of their organization’s publics?
Why should marketers not only track direct, like-for-like competitors? What other types of competitor are there?
Why must marketers monitor changes in supplier and marketing intermediary practices?
What differentiates the forces of the micro marketing environment from those of the macro marketing environment?
What are the principal types of competition?
What factors influence a consumer’s willingness to spend?
How is buying power measured? Why should it be evaluated?
How is consumer buying power affected by wealth and consumer credit?
What is the current business cycle stage? How is this stage affecting businesses in your area?
In what ways can each of the business cycle stages affect consumers’ reactions to marketing strategies?
What factors determine whether an organization adopts and uses technology?
How does technology affect you as a member of society? Do the benefits of technology outweigh its costs and dangers?
What does the term ‘technology’ mean to you?
Describe the consumer movement. Analyze some active consumer forces in your area.
How is the so-called ‘Green movement’ altering the shape of business?
What are the goals of the Competition and Markets Authority?How does the Authority affect marketing activities?
What types of problem do marketers experience as they interpret legislation?
What is the major objective of most procompetitive laws?Do the laws generally accomplish this objective? Why or why not?
What types of procompetitive legislation directly affect marketing practices?
How are political forces related to legal and regulatory forces?
Why are environmental scanning and analysis so important?
In what ways should implementation of a marketing strategy be managed and facilitated?
Why must a marketing strategy include detailed marketing objectives?
What is meant by the term differential advantage? How does this relate to the concept of competitive advantage?
What are the strengths of a market nicher? In what way is a nicher vulnerable?
How can a market leader best defend its competitive position?
Why should companies attempt to understand the strategies of their competitors? Explain your views.
What is competitive advantage?
The market segmentation process is at the heart of a marketing strategy. Why must this be so?
Why do you think more companies are diversifying? Give some examples of diversified businesses.
What is the difference between market penetration, market development and product development?
In relation to resource constraints, how can environmental scanning affect a company’s long-term strategic market planning? Consider product costs and benefits affected by the environment.
What are the components of a SWOT analysis?
Why is marketing opportunity analysis necessary? What are the determinants of marketing opportunity?
What are some of the issues that must be considered in analyzing an organization’s opportunities and resources?How do these issues affect marketing objectives and marketing strategy?
What is a mission statement? Why must marketing strategists understand their organization’s corporate strategy?
In what ways do marketing environment forces affect strategic market planning? Give some specific examples.
Identify the major components of corporate strategy, strategic market planning and marketing strategy. Explain how they are interrelated.
Why should an organization develop a marketing strategy?
Why is it important to adhere to the principle of analyses first, then marketing strategy development, followed ultimately by programmes for implementing the recommended marketing strategy?
What type of management activities are involved in marketing management?
Why are the elements of the marketing mix known as variables?What are these variables?
Why is the selection of a target market such an important issue?
What are the variables in the marketing environment?How much control does a marketing manager have over environmental variables?
What are the primary issues that marketing managers consider when conducting a market opportunity analysis?
Identify the tasks involved in developing a marketing strategy.
Describe the major components of a marketing strategy.How are these major components related?
Briefly outline some issues of importance to critical marketers.
Give an overview of what is meant by social marketing.
What is digital marketing and why is it now so important to marketers?
Identify several organizations that obviously have not adopted the marketing concept. What characteristics of these organizations indicate non-acceptance of the marketing concept?
Discuss the basic elements of the marketing concept.Which organizations use this concept? Have these organizations adopted the marketing concept? Explain your views.
What is the marketing process? Why should the process be so sequenced?
Why should someone study marketing?
What is marketing? How did you define marketing before you read this chapter?
What is meant by marketing orientation?
5. Visit Amazon.com’s website. Visit a traditional bookstore. How would you compare the two experiences? Compare and contrast the factors that most influenced your satisfaction and perceptions of service quality in the two different situations. When would you choose to use one versus the other?
4. Interview a manager, an owner, or a president of a business. Discuss with this person the strategies he or she uses to ensure customer satisfaction. How does service quality enter into the strategies, or does it? Find out how this person measures customer satisfaction and/or service quality.
3. Interview an employee of a local service business. Ask the person to discuss each of the five dimensions of service quality with you as it relates to the person’s company.Which dimensions are most important? Are any dimensions not relevant in this context?Which dimensions does the company do
2. Interview someone with a non-U.S. cultural background. Ask the person about service quality, whether the five dimensions of quality are relevant, and which are most important in determining the quality of banking services (or some other type of service) in the person’s country.
1. Keep a journal of your service encounters with different organizations (at least five)during the week. For each journal entry, ask yourself the following questions: What circumstances led up to this encounter? What did the employee say or do? How did you evaluate this encounter? What exactly
9. Assume that you are a manager of a health club. Discuss general strategies you might use to maximize customers’ positive perceptions of your club. How would you know if you were successful?
8. Why did the gentleman described in Exhibit 4.1 leave his bank after 30 years?What were the underlying causes of his dissatisfaction in that instance, and why would that cause him to leave the bank?
7. Describe an “encounter cascade” for an airplane flight. In your opinion, what are the most important encounters in this cascade for determining your overall impression of the quality of the airline?
6. Describe a remote encounter, a technology-mediated encounter (phone, real-time texting, or live chat), and a face-to-face encounter that you have had recently. How did you evaluate the encounter, and what were the most important factors determining your satisfaction/dissatisfaction in each case?
5. List and define the five dimensions of service quality. Describe the services provided by a firm you do business with (e.g., your bank, your doctor, your favorite restaurant) on each of the dimensions. In your mind, has this organization distinguished itself from its competitors on any
4. Discuss the differences between perceptions of service quality and customer satisfaction.
3. Why do service companies generally receive lower satisfaction ratings in the ACSI than nondurable and durable product companies?
2. What is the ACSI? Do you believe that such national indicators of customer satisfaction should be included as benchmarks of national economic well-being similar to gross domestic product (GDP), price indicators, and productivity measures?
1. What is customer satisfaction, and why is it so important? Discuss how customer satisfaction can be influenced by each of the following: product attributes and features, customer emotions, attributions for success or failure, perceptions of fairness, and family members or other customers.
Why do new services often fail? What factors are associated with successful new service development?

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Services Marketing People Technology Strategy 9th Edition Jochen Wirtz, Christopher Lovelock - Solutions

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