What are the dangers associated with providing differentiated levels of service to customers in different profit tiers?

There are
five categories of service offerings depending upon whether or not the service
component is minor or major. In which of the five categories would you place a
restaurant?

102.
You have been
asked by your firm to evaluate the “service” of one of its competitors (a
restaurant). As you understand service, services differ according to form and
purpose. Explain how you classify services.

103.
Services cannot
be stored or inventoried. Attempts to regulate the “services” on the supply
side—to increase the service providers when needed—include such strategies as
part-time workers. What are some other ways a firm can “shift” supply for its
services?

Services cannot be seen, tasted, or felt before
purchase. The challenge to marketers of services is to “tangibilize the
intangible” and “manage the evidence.” What do these statements really mean for
a marketer of a service firm?

.

104.
In developing a
service blueprint, your firm has outlined each step in the delivery process of
the service it provides. The development of a service blueprint is an attempt
to minimize what element or characteristic of a service?

105.
Services cannot
be stored. Attempts to regulate the “demand” of a service include reservation
systems and differential pricing. What are some other ways a firm can shift
demand for its services to nonpeak times?

106.
Researchers have
outlined 10 lessons for improving service quality across services industries.
What are the 10 lessons?

:

107.
E-mail response
systems to address customer complaints must be implemented properly to be
effective. List the four things
companies should do to maximize the efficacy of their e-mail response systems.

108.
How has the
Internet empowered customers with complaints?

109.
What are the
dangers associated with providing differentiated levels of service to customers
in different profit tiers?

110.
Interactive
marketing describes the employees’ skill in serving the client. After your
recent stay in the hospital, the hospital calls and asks you a series of
questions about your stay. Here the hospital is trying to collect data about
the two aspects of the service that clients use to judge a service. What are they?

111.
The creation of
service standards, such as a policy of answering the company’s phone on the
second ring, is an example of a firm trying to prevent which of the
service-quality gaps from ever beginning?

112.
As a newly hired
marketing associate, you have asked your boss if the firm has service-quality
specifications spelled out for ensuring exceptional customer service. His
answer is “no, we all know what the consumer expects; after all, we have been
doing this for over 30 years.” Recalling your marketing management services
marketing chapter, you identify this attitude as a factor leading to the
creation of what gap in the service-quality model?

113.
The SERVQUAL
scale includes the five determinants of service quality. Companies schooled in
and practitioners of this craft are among the highest rated consumer friendly
firms doing business today. What are the five determinants that firms such as
Southwest, Disney, and Marriott honor so highly?

114.
The last time you were in this restaurant, as you
remember it, your dinner was excellent.
Tonight is your anniversary and, as such, you are looking forward to an
enjoyable evening. At the end of the meal, your perception is that the service
was not up to par and the evening was not as successful as you had hoped. In
the service-quality model, which gap prevailed?

115.
In your service
firm, you are always choosing between fully answering the consumer’s questions
and waiting on the next customer. The firm’s standards are not clear on how
they want you to perform. When asked, your boss answers, “You make the
decision.” This is an example of which service-quality gap?

116.
In the pool
advertisement, it reads “a pool for $3,000 total cost.” Upon contracting with
the firm for the pool, the sale representative tells you that the total cost
will be $6,000. When you ask why the extra $3,000, the sales rep says that is
for the removal of the dirt. This is an example of which one of the
service-quality gaps?

117.
The brown trucks
of UPS are a strong moniker for the firm. Explain why such physical facilities
are especially important.

118.
When a consumer
buys a piece of equipment, such as a lawn tractor, they consider the life-cycle
cost of the equipment. Explain what is meant by “life-cycle” cost.

119.
Manufacturers can
offer and charge for product support services in different ways. One firm
charges for extended warranties. What are some other ways that manufacturers
charge for services?

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