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services marketing concepts
Services Marketing Integrating Customer Focus Across The Firm 7th Edition Valarie A. Zeithaml, Mary Jo Bitner, Dwayne Gremler - Solutions
6. How might a service blueprint be used for marketing, human resource, and operations decisions? Focus on one of the blueprint examples shown in the text as a context for your answer.
7. Assume that you are a multiproduct service company that wants to grow through adding new services. Describe a logical process you might use to introduce a new service to the marketplace. What steps in the process might be most difficult and why? How might you incorporate service blueprinting
8. Discuss Figure 8.2 in terms of the four types of opportunities for growth represented there. Choose a company or service, and explain how it could grow by developing new services in each of the four cells.
1. Think of a new service you would like to develop if you were an entrepreneur. How would you go about it? Describe what you would do and where you would get your information.
2. Find a new and interesting service in your local area or a service offered on your campus. Document the service process via a service blueprint. To do this exercise, you will probably need to interview one of the service employees and experience the service yourself, if possible. After you have
3. Choose a service you are familiar with and document the customer action steps through a photographic or video blueprint. What is the “evidence of service” from your point of view as a customer?
4. Develop a service blueprint for a technology-delivered service such as streaming a movie on your TV or laptop, or renting a DVD from a RedBox kiosk). Compare and contrast this blueprint to one for the same service delivered via a traditional channel(such as watching a movie in a theater).
. Compare two services on the Internet. Discuss the design of each in terms of whether it meets your expectations. How could the design or the service process be changed? Which one is most effective, and why?
1. Illustrate the importance of customers in successful service delivery, creation, and cocreation of service experiences.
2. Discuss the variety of roles that service customers play: productive resources for the organization, contributors to and cocreators of value, and competitors.
3. Explain strategies for involving service customers effectively to increase satisfaction, quality, value, and productivity.
1. Using your own personal examples, discuss the general importance of customers in the successful creation and delivery of service experiences.
2. Why might customer actions and attitudes cause the service performance gap to occur? Use your own examples to illustrate your understanding.
3. Using Table 12.1, think of specific services you have experienced that fall within each of the three levels of customer participation: low, medium, and high. Describe specifically what you did as a customer in each case. How did your involvement vary across the three types of service situations?
4. Describe a time when your satisfaction in a particular situation was increased because of something another customer did. Could (or does) the organization do anything to ensure that this experience happens routinely? What does it do? Should it try to make this situation a routine occurrence?
5. Describe a time when your satisfaction in a particular situation was decreased because of something another customer did. Could the organization have done anything to manage this situation more effectively? What could it have done?
6. Discuss the customer’s role as a productive resource for the firm. Describe a time when you played this role. What did you do and how did you feel? Did the firm help you perform your role effectively? If so, how?
7. Discuss the customer’s role as a contributor to service quality and satisfaction.Describe a time when you played this role. What did you do and how did you feel?Did the firm help you perform your role effectively? If so, how?
8. Discuss the customer’s role as a potential competitor. Describe a time when you chose to provide a service for yourself rather than pay someone to provide the service for you. Why did you decide to perform the service yourself? What could have changed your mind, causing you to contract with
1. Visit a service establishment where customers can influence each other (such as a theme park, an entertainment establishment, a resort, a shopping mall, a restaurant, an airline, a school, or a hospital). Observe (or interview) customers and record cases of positive and negative customer
2. Interview someone regarding his or her decision to outsource a service—for example, legal services, payroll, or maintenance in a company or cleaning, child care, or pet care in a household. Use the criteria for internal versus external exchange described in the text to analyze the decision to
3. Think of a service in which a high level of customer participation is necessary for the service to be successful (health club, weight loss, educational setting, health care, golf lessons, online social media, or the like). Interview a service provider in such an organization to find out what
4. Visit a service setting in which multiple types of customer segments use the service at the same time (such as a theater, golf course, resort, or theme park).Observe (or interview the manager about) the organization’s strategies to manage these segments effectively. Would you do anything
5. Visit the website of an online printing service such as iPrint (www.iPrint.com). Compare its printing service process to similar brick-and-mortar services offered by FedEx Kinko’s. Compare and contrast the customer’s role in each situation.
3. Select a service industry (such as fast food) or a company (such as McDonald’s)that you are familiar with, either as a customer or an employee, and create a balanced scorecard. Describe the operational, customer, financial, and learning measures that could be used to capture performance.
2. Interview a local firm and see what it knows about its key drivers of financial performance.What are the key service drivers of the firm? Does the company know whether these service drivers relate to profit?
1. Using the Internet, find the official site for the Net Promoter Score. Use the links in the site to locate other researchers’ opinions of the measure, and make a list of the benefits and disadvantages discussed in those articles. If you were a CEO, would you use this measure as the “only
7. How would the balanced performance scorecard help us understand and document the information presented in this chapter? Which of the five sections that discuss different aspects of the relationship between service quality and profits can it illuminate?
6. What are the main sources of profit in offensive marketing?
5. What are the main sources of profit in defensive marketing?
4. What is the difference between offensive and defensive marketing? How does service affect each of these?
3. To this day, many companies believe that service is a cost rather than a revenue producer.Why might they hold this view? How would you argue the opposite view?
2. What is the ROSQ model, and what is its significance to corporate America?
1. Why has it been difficult for executives to understand the relationship between service improvements and profitability in their companies?
5. Discuss the balanced performance scorecard that allows for strategic focus on measurements other than financials
4. Discuss what is known about the key service drivers of overall service quality, customer retention, and profitability.
4. Go to the Priceline.com Internet site and become familiar with the way it works.Next, go to Orbitz and Travelocity and compare the way they operate. What are the benefits and trade-offs in using Priceline over Orbitz and Travelocity?
3. Consider that you are the owner of a new private college and can prepare a value/price package that is appealing to students. Describe your approach. How does it differ from existing offerings?
2. In the next week, find three price lists for services (such as from a restaurant, dry cleaner, or hairstylist). Identify the pricing base and the strategy used in each of them. How effective is each?
1. List five services for which you have no reference price. Now put yourself in the role of the service providers for two of those services and develop pricing strategies.Be sure to include in your description which of the value definitions you believe customers will possess and what types of
6. Consider the specific pricing strategies for each of the four customer value definitions.Which of these strategies could be adapted and used with another value definition?
5. Describe the nonmonetary costs involved in the following services: getting an automobile loan, belonging to a health club, having allergies diagnosed and treated, attending an executive education class, and getting braces.
4. Name three services you purchase in which price is a signal to quality. Do you believe that there are true differences across services that are priced high and those that are priced low? Why or why not?
3. For what consumer services do you have reference prices? What makes these services different from others for which you lack reference prices?
2. Is it possible to use all three approaches simultaneously when pricing services? If you answer yes, describe a service that is priced this way.
1. Which approach to pricing (cost-based, competition-based, or demand-based) is the most fair to customers? Why?
5. Give examples of pricing strategy in action.
4. Describe strategies that companies use to price services.
1. Discuss three major ways that service prices are perceived differently from goods prices by customers.
2. Find five effective service advertisements in newspapers and magazines. According to the criteria given in this chapter, identify why they are effective. Critique them using the list of criteria, and discuss ways they could be improved.
1. Go to the Google website and select the tab called “Business Solutions.” This is the section of the site that describes the types of advertising that Google offers. Do the same thing for YouTube (you must go to “Company Information” and then to“Advertising”). Review these types of
8. What other strategies can you add to the four offered in the section on customer education? What types of education do you expect from service firms? Give an example of a firm from which you have received adequate education. What firm has not provided you with adequate education?
7. What other strategies can you suggest for leveraging consumer-generated media?
6. Why are social marketing media like Facebook and YouTube so important in service firms? Are they important in product firms?
5. Using the section on managing customer expectations, put yourself in the position of your professor, who must reduce the amount of “service” provided to the students in your class. Give an example of each strategy in this context. Which of the strategies would work best with you (the
4. What are the most effective Internet advertisements you have seen? Why are they effective?
3. Review the five general strategies for achieving integrated service marketing communications. Would all these strategies be relevant in goods firms? Which would be most critical in goods firms? Which would be most critical in service firms? Are there any differences between those most critical
2. Which of the key reasons for the communication gap (provider gap 4) discussed in the beginning of this chapter is the easiest to address in a company? Which is the hardest to address? Why?
1. Think of another service company that provides integrated service marketing communications. Go to the service company’s website and find the section where it posts its advertising and communication. Is the company’s campaign as comprehensive and as integrated as Hotels.com’s campaign, as
3. Discuss ways to integrate marketing communications in service organizations
1. Discuss the key service communication challenges.
4. Visit the website of Wells Fargo Bank (www.wellsfargo.com), a leader in online banking. What online services does the bank currently offer? How do these online services help Wells Fargo manage the peaks and valleys of customer demand? How do its strategies to use more ATMs, in-store bank
3. Choose a local organization in which people have to wait in line for service. Design a waiting line strategy for the organization.
2. Assume you manage a winter ski resort in Colorado or Banff, Canada. (a) Explain the underlying pattern of demand fluctuation likely to occur at your resort and the challenges it would present to you as a manager. Is the pattern of demand predictable or random? (b) Explain and give examples of
1. Choose a local service organization that is challenged by fixed capacity and fluctuating demand. Interview the marketing manager (or other knowledgeable person) to learn (a) in what ways capacity is constrained, (b) the basic patterns of demand, and(c) strategies the organization has used to
9. Describe the four basic waiting line strategies, and give an example of each one, preferably based on your own experiences as a consumer.
8. How might yield management apply in the management of the following: a Broadway theater? A consulting firm? A commuter train?
7. What is yield management? Discuss the risks in adopting a yield management strategy.
6. Describe the two basic strategies for matching supply and demand, and give at least two specific examples of each.
5. Choose a local restaurant or some other type of service with fluctuating demand.What is the likely underlying pattern of demand? What causes the pattern? Is it predictable or random?
4. How does optimal capacity utilization differ from maximum capacity utilization?Give an example of a situation in which the two might be the same and one in which they are different.
3. Discuss the four common types of constraints (time, labor, equipment, facilities)facing service businesses, and give an example of each (real or hypothetical).
2. Discuss the four scenarios illustrated in Figure 13.1 and presented in the text(excess demand, demand exceeds optimal capacity, demand and supply are balanced, excess capacity) in the context of a professional basketball team selling seats for its games. What are the challenges for management
1. Why do service organizations lack the capability to inventory their services? Compare a car repair and maintenance service with an automobile manufacturer/dealer in terms of inventory capability.
1. Explain the underlying issue for capacity-constrained services: lack of inventory capability.
4. Choose one or more of the human resource strategy themes (hire the right people, develop people to deliver service quality, provide needed support systems, retain the best people). Interview a manager in a service organization of your choice regarding his or her current practices within the
3. Assume that you are the manager of a crew of frontline customer-service employees in a credit card company. Assume that these employees work over the phone and that they deal primarily with customer requests, questions, and complaints. In this specific context,a. Define what is meant by
2. Review the section of the chapter on boundary-spanning roles. Interview at least two frontline service personnel regarding the stresses they experience in their jobs.How do the examples they provide relate to the sources of conflict and trade-offs described in the text?
1. Visit the websites of companies with known world-class service cultures (such as Ritz-Carlton, FedEx, Starbucks, or Zappos). How does the information conveyed on the website reinforce the company’s service culture?
8. Is empowerment always the best approach for effective service delivery? Why is employee empowerment so controversial?
7. What is the difference between technical and interactive service skills? Provide examples (preferably from your own work context or from another context with which you are familiar). Why do service employees need training in both?
6. Describe the four basic human resource strategy themes and why each plays an important role in building a customer-oriented organization.
5. Select a service provider (your dentist, doctor, lawyer, hair stylist) with whom you are familiar, and discuss ways this person could positively influence the five dimensions of service quality in the context of delivering his or her services. Do the same for yourself (if you are currently a
4. Reflect on your own role as a frontline service provider, whether in a current job or in any full- or part-time service job you have had in the past. Did you experience the kinds of conflicts described in the boundary-spanning roles section of the chapter? Be prepared with some concrete examples
3. What is emotional labor ? How is it different from physical or mental labor?
2. Why are service employees critical to the success of any service organization?Why do we include an entire chapter on service employees in a marketing course?
1. Define service culture. Why is service culture so important? Can a manufacturing firm have a service culture? Why or why not?
4. Provide examples of strategies for creating customer-oriented service delivery through hiring the right people, developing employees to deliver service quality, providing needed support systems, and retaining the best employees
3. Identify the challenges inherent in boundary-spanning roles.
2. Illustrate the pivotal role of service employees in creating customer satisfaction and service quality.
1. Demonstrate the importance of creating a service culture in which providing excellent service to both internal and external customers is a way of life.
5. Visit the websites of several service providers. Does the physical evidence of the website portray an image consistent with other forms of evidence provided by the organizations?
4. Choose a service organization and collect all forms of physical evidence that the organization uses to communicate with its customers. If customers see the firm’s facility, also take a photo of the servicescape. Analyze the evidence in terms of compatibility, consistency, and whether it
3. Create a photographic or video blueprint for a service of your choice. Analyze the blueprint from the customer’s perspective and suggest changes that could improve the service design.
2. Think of a particular service organization (it can be a class project company, the company you work for, or some other organization) for which you believe physical evidence is particularly important in communicating with and satisfying customers.Prepare the text of a presentation you would give
1. Choose two very different firms (different market segments or service levels) in the same industry. Observe both establishments. Describe the service “package” in both cases. How does the package help distinguish the two firms? Do you believe that the package sets accurate expectations for
9. Imagine that you are serving as a consultant to a local health club. How would you advise the health club to begin the process of developing an effective physical evidence strategy?
8. Describe the physical environment of your favorite restaurant in terms of the three categories of servicescape dimensions: ambient conditions; spatial layout and functionality; and signs, symbols, and artifacts.
7. Why is everyone not affected in exactly the same way by the servicescape?
6. Using your own experiences, give examples of times when you have been affected cognitively, emotionally, and physiologically by elements of the servicescape (in any service context).
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