As noted in many places "Mentioning is not explaining". Explain the relevant concepts, how that concept relates to the other concepts you explain and how those relationships play out in the marketplace - with examples. Avoid the "Kitchen Sink" answer of listing concepts you think might be relevant without explaining them and how they answer the question posed. Good Luck! Service failure - What are the critical questions service managers need to ask and what information do they need to fix the reasons for service failures? Use examples liberally to illustrate your