Questions and Answers of Essentials Of Marketing

What is the role of CRM in delivering a customer relationship strategy?
Identify three service businesses you buy from on a regular basis. For each business, complete the following sentence: “I am loyal to this business because . . .”
What conclusions do you draw about(a) yourself as a consumer, and(b) the performance of each of the businesses in Exercise 1? Assess whether any of these businesses managed to develop a sustainable
Identify two service businesses that you used several times in the past but no longer buy from (or that you plan to stop patronizing soon). Complete the sentence: “I stopped using (or will soon
What conclusions do you draw about yourself and the firms in Exercise 3? How could each of these firms avoid your defection?Exercise 3Identify two service businesses that you used several times in
Evaluate the strengths and weaknesses of two loyalty programs, each one from a different service industry. Assess how each program could be improved further.
Design a questionnaire and conduct a survey about two loyalty programs. The first should be about a membership/loyalty program that keeps your classmates or their families loyal to a particular firm.
Approach service employees in two firms with implemented CRM systems. Ask the employees about their experience in interfacing with these systems and whether or not the CRM systems (a) help them
How do customers typically respond to service failures?
Why don’t many more unhappy customers complain?What do customers expect the firm to do once they have filed a complaint?
Why would a firm prefer its unhappy customers to come forward and complain?
What is the service recovery paradox? Under what conditions is this paradox most likely to hold? Why is it best to deliver the service as planned, even if the paradox does hold in a specific context?
How can a firm make it easy for dissatisfied customers to complain?
Why should a service recovery strategy be proactive, planned, trained, and empowered?
How generous should compensations related to service recovery be?
How should service guarantees be designed?What are the benefits of service guarantees over and above a good complaint handling and service recovery system?
Under what conditions is it not suitable to introduce a service guarantee?
What are the different types of jaycustomers?How can a service firm deal with such customers?
Think about the last time you experienced a lessthan-satisfactory service experience. Did you complain?Why? If you did not complain, explain why not.
When was the last time you were truly satisfied with an organization’s response to your complaint?Describe in detail what happened and what made you satisfied.
What would be an appropriate service recovery policy for a wrongly bounced check for (a) your local savings bank, (b) a major national bank, and (c) a private bank for high net-worth individuals?
Design an effective service guarantee for a service with high perceived risk. Explain(a) why and how your guarantee would reduce perceived risk of potential customers and(b) why current customers
How generous should compensation be? Review the following incident and comment. Then evaluate the available options, comment on each, select the one you recommend, and defend your decision.“The
Identify the possible behavior of jaycustomers for a service of your choice. How can the service process be designed to minimize or control the behavior of jaycustomers?
What are the relationships between service quality, productivity, and profitability?
What are the gaps that can occur in service quality, and what are the steps that service marketers can take to close them?
Why are both soft and hard measures of service quality needed?
What are the main objectives of an effective customer feedback system?
What are the key customer feedback collection tools? What are the strengths and weaknesses of each of these tools?
What are the main tools service firms can use to analyze and address service quality problems?
Why is productivity more difficult to measure in service than in manufacturing firms?
How can you integrate all the tools in a nine-step approach to improve the quality and productivity of customer service processes?
How do concepts such as TQM, ISO 9000, Six Sigma, and the Malcolm Baldrige and EFQM approaches relate to managing and improving service quality and productivity?
Consider your own recent experiences as a service consumer. On which dimensions of service quality have you most often experienced a large gap between your expectations and your perceptions of the
Collect a few customer feedback forms and tools (customer feedback cards, questionnaires, online forms, and apps), and explain how the information gathered with those tools can be used to achieve the
What key measures could be used for monitoring service quality, productivity, and profitability for a large pizza restaurant chain? Specifically, what measures would you recommend for such a firm,
In what ways can you, as a consumer, help to improve productivity for at least three service organizations that you patronize? Which distinctive characteristics of each service make some of these
Do a literature search and identify the critical factors for a successful implementation of ISO 9000 or (Lean) Six Sigma in service firms.
Is there evidence that improving customer satisfaction leads to improved financial returns for shareholders?
How is customer satisfaction linked to a customer’s share-of-wallet?
How are the four levels of service performance defined? Based on your own service experiences, provide an example of a company for each category.
Describe the low-cost strategy and service-excellence strategy. Explain why it is difficult to combine both.
What are the three strategic pathways organizations can take to achieve cost-effective service excellence (CESE)?
Describe the ambidextrous organizational approaches used in the dual-culture strategy. Explain why they are difficult to implement.
Explain the three operations management tools of(1) buffering and industrializing the back office, and shifting activities from the front office to the back office; (2) modularizing service in the
Describe the focused service factory strategy and explain why it is relatively easy to implement.
Think about a service industry where you use more than one firm (examples might include ride sharing, fast-food restaurants, and grocery retailers). Evaluate the firms you use based upon how well
Select a company you know well, and obtain additional information from sources such as marketing literature reviews, websites, company publications, and blogposts. Evaluate the company on as many
Identify a large organization you believe follows the dual-culture strategy. Examine published materials on how it implemented this strategy and map your findings against this chapter. What
Explore a service operation in detail and assess whether and how the three operations management tools of (1) buffering and industrializing the back office and shifting activities from the front
Find two organizations that follow the focused service factory strategy, one each that offers people-processing services (e.g., a specialized clinic) and information-processing services (e.g., a
Based on all you’ve learned throughout this book, what do you believe are the key drivers of success for service organizations? Try to develop an integrative causal model that explains the
V iewed from Wilson Avenue, the Sullivan Ford Auto World dealership presented a festive sight. Flags waved, and strings of triangular pennants in red, white, and blue fluttered gaily in the late
Susan Munro, a final-year business student, had breakfast and then clicked onto the Internet to check the local weather forecast. It predicted rain, so she grabbed an umbrella before leaving the
“I just hope the quality differences are visible to our patients,” mused Dr. Barbro Beckett as she surveyed the new office that housed her well-established dental practice.She had recently moved
Uber lost over $8 billion in 2019 and was expected to lose $6 billion by October 2020. California Assembly Bill 5, a state statute, was expected to increase Uber’s operating cost dramatically. It
“Are you ready for a most excellent adventure?” shouted Rob, the driver of the Kiwi Experience bus, as it climbed to the top of an extinct volcano on a beautiful sunny morning in Auckland. It was
The Accra Beach Hotel and Resort had a prime beachfront location on the south coast of Barbados, just a short distance from the airport and the capital city of Bridgetown.Located on 3½ acres of
Shirley Tan, the manager of The View, a 58-seat bar at The Grand, a well-known 5-star hotel in Sydney, stared out the window at the great view of the Harbour and sighed.Her colleague, Sam Goh, walked
Elaine and Paul Beale drew up in their four-wheel drive outside 22 Ferndale Avenue, towing a bright blue trailer with red and white lettering. As Aussie Pooch Mobile franchisees whose territory
“I’m concerned about the speed and scope top management pushes in our digital transformation,” said Nikita Jones to Antony Lee, her deputy head of customer service.She and Lee were having a
The luxury sector is in many ways remarkably different from most other business fields, not least as its focus remains solidly on exclusivity rather than trying to reach as many customers as
NATIONAL LIBRARY BOARD’S JOURNEY OF INNOVATIONThe National Library Board’s (NLB’s) vision is an ambitious one, to say the least. It lays out the aim to achieve “Readers for Life, Learning
“It felt like a knife going through me!” declared Mary Campbell, 53, after she was fired from her waitressing job at a restaurant in the Red Lobster chain. Instead of suing for what she
A brand synonymous with private villas, tropical garden spas, and retail galleries promoting traditional craft, Banyan Tree Hotels & Resorts received its first guest in 1994 in Phuket, Thailand,
Over the past four decades, SIA has earned a stellar reputation in the fiercely competitive commercial aviation business by providing customers with high-quality service and dominating the business
I’m concerned about Karen,” said Margaret Costanzo to David Reeves. The two bank officers were seated in the former’s office at Menton Bank. Costanzo was a vice president of the bank and
It was a Friday in mid-February and Dr. Kadir Mahalee, a wealthy businessman from the Southeast Asian nation of Tailesia, was visiting London on a trip that combined business and pleasure. Dr.
It has become fashionable to show tables of the market valuations of supposed legacy companies like Marriott International (referred to here as pipeline businesses) and compare them to their
Erica Liu, Program Manager for the Royal Dining (RD) Membership Program at the Hong Kong Grand Hotel, hung up the phone after a call from a disgruntled customer.Just then, Jerome Tan, Vice President
Broadstripe, a small provider of cable, Internet, and phone services in four states (Michigan, Oregon, Maryland, and Washington) faced a difficult situation. Tony Lent, Chief Commercial Officer at
INTRODUCTIONVideo streaming services are a major entertainment delivery platform. Across the world, the rise in streaming services often came at the expense of traditional cable and broadcast
W ith its headquarters in Mauritius, the LUX* hospitality group operates a portfolio of eight resorts and a private island in the Indian Ocean ( Exhibit 1 ). The brand promises guests a celebration
At a strategic planning retreat of a six- person general surgery group, the senior partner begins by stating, "Our mission is to perform the highest-quality invasive surgery procedures in the
After several years of internal debate, the Steig Primary Group has decided to offer a walk-in clinic for patients. Many of the physicians were not happy with the change as it meant that one day a
Describe the possible barriers to entry and exit for (a) a group of nurse practitioners who specialize in primary care wanting to establish their own independent office to care for patients with
You have been hired as the senior market- ing officer for a new high-deductible health plan. There are two existing plans in the market that have been operating for the prior 2 years. One plan is
Retin-A is a topical ointment originally developed for the treatment of severe cases of acne and related skin disorders. An observed side benefit resulting from use of this product is its beneficial
As the marketing director of a major capital equipment manufacturer, you are present- ing at an upcoming meeting of the Ameri- can College of Health Care Executives.. Hospital chief executive
Two large multi-specialty medical groups have recently asked you to conduct audits using the BCG matrix. For the first group, your analysis reveals the following distri- bution of services: cash
Consider the following companies from the perspective of the four cells identified in the context of the Blue Ocean strategy. Each company was discussed in this chapter as being somewhat disruptive
Transparency is a growing factor in health care. You have been hired to consult with a group of orthopedists who have just developed their first website. The practice is located in a medium-sized
Assume you were hired to design an MCO plan targeted to baby boomers in San Antonio, Texas, a city with a large His- panic population. How would you make this service offering unique to respond to
You are the marketing director of a major health care system in the Pacific North- west. Over the past several years, the orga- nization has developed a major center of excellence in digestive
A primary care medical group has a list of patients who had once used the group on a regular basis as their primary source of care. However, in scanning their records, these patients had not been in
Demographic trends suggest that a large number of baby boomers are on the verge of retiring. The Bay Area Medical Practice is meeting to focus on its next 5-year stra- tegic plan. It has performed a
Having just been recruiting to a new com- munity in Florida as the senior vice presi- dent for marketing, a review of the demographics made you realize the com- munity was slightly older than you had
For several years, Annie Brouck's employer has offered a traditional indem- nity plan for health care coverage for her- self, her husband Jim, and their children. Tess and Tasha. Annie and Jim are in
In recent years, there has been a growing attempt to measure the performance of health care providers. The federal gov ernment and the states have published data on how hospitals compare to accept-
In terms of decision-making sequences, how would you explain and describe: (a) the 25-year-old, healthy worker who sees the same physician for minor medical needs: (b) the retired individual who
Mary recently brought her child to the Express Clinic at their Big Market Basket Food Store. This convenience clinic is staffed by a nurse practitioner from 8:00 a.m. until the store closes at 9:00
On what level of Maslow's Hierarchy of Needs would you place each of the following decisions: (a) buying health insurance, (b) going skiing. (c) following a low-fat diet?
Select Group has decided to offer the first accountable care plan in a small commu- nity of 25,000 people in West Virginia. Accountable care organizations (ACOS) are a new concept, especially in this
The United States is experiencing a decline of the middle class. What does this trend imply for the future of organizations such as (a) the U.S. Public Health Service, which operates many inner-city
A medical group has decided to develop an industrial medicine program for employ- ers. This program would help in the treat- ment of on-the-job injuries, workers' compensation requirements, health
Recently Community Hospital of Baker- stown has decided to form a buying com- mittee comprising administrators and physicians. The physicians represent the major service lines within the organiza-
A hospital marketing director has several research projects to undertake this quar- ter. He must try to determine the appropri- ate sampling methodology in light of each problem. Provide your
A health group wants to identify consumers who(a) once went to a competing primary care group but then left that group;(b) have at least one child; and(c) live in the primary service area of the
The American Academy of Pediatrics wants to conduct a survey of recently graduated family practitioners to assess why they did not choose pediatrics for their specialization. Provide a definition of
In the previously cited example (problem 3), suggest the appropriate sampling method in terms of the following:(a) Probability vs. nonprobability(b) Single unit vs. cluster unit(c) Stratified vs.

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