Discussion Questions 1. Describe the difference between the internal and the external customers of a business organization. Why is it important to distinguish between internal and external customers? 7. Can you think of an example of an experience that you have had with a firm in which the difference between the espoused and the actual level of service provided was great in either a positive or negative way? If so, did this experience influence your perception of the business? Has this experience affected your willingness to do business with this company again? 9. Describe some great service experiences and some horror stories that you have experienced. What were the variables that in your mind differentiated between the great and the horrible companies? 10. Suppose that the marketing department of a large manufacturing firm decided to adopt the motto, "We will build a product to suit any buyer's needs." What type of difficulties could this philosophy impose on the operations department? Through what process could the marketing department and the operations department determine which customers add the greatest advantage and profits over time?