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Questions and Answers of Marketing

Discuss the basics of the SERVQUAL measurement instrument in terms of how “gap scores” are calculated for each of the five service quality dimensions.
Why would a manager want to know the importance customers place each of the five service quality dimensions?
Discuss the most and least important of the five service quality dimensions? Why do you believe the most customers rank these two service quality dimensions in this particular order?
What are the criticisms of SERVQUAL? What is the limitation of only using the 22 perception questions?
You have been hired by a firm to develop the firm's service quality information system. What are the components of this system?
1. Based on Madeline’s Day 1 observations and conversation with Mr. Spencer, provide examples of the service quality gaps (e.g., knowledge, standards, delivery, communications, and service) that
Discuss the following complaints: instrumental, non-instrumental, ostensive, and reflexive. Which types of complaints are voiced the most?
Previous research has found that 96% of unhappy customers do not complain. Why is this so?
Which type of company is more likely to hear from unhappy customers – a company that produces goods or a company that provides services? Please explain.
Discuss the following types of failure outcomes: voice, exit, and retaliation
Describe the basic differences between organic and mechanistic approaches to service recovery.
A national restaurant chain has hired you to categorize customer complaints. Discuss the basic difference between the four main failure identification categories, and provide restaurant-related
Define and discuss the subclass failures associated with the implicit/explicit request failure category.
What is a service recovery paradox? What should managers learn from the service recovery paradox?
Define perceived justice. How is perceived justice used to evaluate a firm’s service recovery efforts?
After a customer voices a complaint to an employee or a manager, what does it mean to “close the loop?” Why is this particular step important in handling complaints?
1. In general, is the above complaint letter:(1) Instrumental or non-instrumental; and(2) Ostensive or reflexive? Please explain your answer.2. Identify the service failures that occurred and
1. Describe the recovery strategies that were offered by the company to offset the customer’s complaint. Classify the recovery strategies based on the recovery strategy categories provided in this
Define the concepts and explain the relationship between customer loyalty and customer retention.
Why has conquest marketing become an acceptable form of business for many of today's firms?
Discuss the problems associated with conquest marketing.
Is it always worthwhile to retain a customer?
Discuss the steps associated with frequency marketing as they relate to frequent-flier programs.
How have changes within service distribution channels had an impact on customer retention?
Discuss the distinction between zero defects and zero defections.
Discuss the characteristics of successful guarantees.
What are the trade-offs associated with utilizing implicit guarantees
Discuss seamlessness as relates to "tooth-to-tail' performance. Does departmentalization and functionalism facilitate or hinder seamlessness?
Discuss the fight for control among marketing, operations, and human resources and how it impacts a service firm’s culture.
Describe the major philosophical differences between the industrial management approach and the market-focused management approach.
Briefly discuss the six key relationships depicted in the “service triangle.”
What is organizational culture? Why is it important?
Discuss four observations that may provide insight into a service firm’s current culture.
What are the key components of a service audit?
Explain the relevance of interfunctional task forces and interfunctional transfers as they relate to corporate culture.
Discuss the four approaches to directly changing culture as presented in the text.
What is marketing? How did you define the term before you read this chapter?
What is the focus of all marketing activities? Why?
What are the four variables of the marketing mix? Why are these elements known as variables?
What conditions must exist before a marketing exchange can occur? Describe a recent exchange in which you participated.
What are the forces in the marketing environment? How much control does a marketing manager have over these forces?
Discuss the basic elements of the marketing concept. Which businesses in your area use this philosophy? Explain why.
How can an organization implement the marketing concept?
What is customer relationship management? Why is it so important to "manage" this relationship?
What is value? How can marketers use the marketing mix to enhance the perception of value?
What types of activities are involved in the marketing management process?
Why is marketing important in our society? Why should you study marketing?
Finagle A Bagel, a fast-growing New England small business co-owned by Alan Litchman and Laura Trust, is at the forefront of one of the freshest concepts in the food-service business: fresh food. The
Your firm is planning to develop a customer relationship management (CRM) initiative after it moves into international markets. One way to understand the similarity or dissimilarity of markets and
Identify the major components of strategic planning, and explain how they are interrelated.
What are the two major parts of a marketing strategy?
What are some issues to consider in analyzing a firm's resources and opportunities? How do these issues affect marketing objectives and marketing strategy?
How important is SWOT analysis to the marketing planning process?
How should organizations set marketing objectives?
Explain how an organization can create a competitive advantage at the corporate, business-unit, and marketing-strategy levels.
Refer to question 6. How can an organization make its competitive advantages sustainable over time? How difficult is it to create sustainable competitive advantages?
What benefits do marketing managers gain from planning? Is planning necessary for long-run survival? Why or why not?
Why does an organization's intended strategy often differ from its realized strategy?
Why might an organization use multiple bases for organizing its marketing unit?
What are the major steps of the marketing control process?
Green Mountain Coffee Roasters, Inc., is a leader in the specialty coffee industry. Founded in 1981 as a small café in Waitsfield, Vermont, Green Mountain quickly gained a reputation for its high
Rankings of the world's largest manufacturing companies provide a variety of data. Rankings by industry can be found using the search term "largest manufacturing companies" at globaledge.msu.edu/ibrd
Why are environmental scanning and analysis important to marketers?
What are four types of competition? Which is most important to marketers?
Define income, disposable income, and discretionary income. How does each type of income affect consumer buying power?
What factors influence a buyer's willingness to spend?
What are the goals of the Federal Trade Commission? List the ways in which the FTC affects marketing activities. Do you think that a single regulatory agency should have such broad jurisdiction over
Name several nongovernmental regulatory forces. Do you believe that self-regulation is more or less effective than governmental regulatory agencies? Why?
Discuss the impact of technology on marketing activities.
In what ways are cultural values changing? How are marketers responding to these changes?
What is social responsibility, and why is it important?
What are four dimensions of social responsibility? What impact do they have on marketing decisions?
What are some major social responsibility issues? Give an example of each.
Describe consumerism. Analyze some active consumer forces in your area.
What is the difference between ethics and social responsibility?
PETCO Animal Supplies is the nation's number 2 specialty pet supply retailer with more than 850 stores in 49 states and the District of Columbia. Its pet-related products include pet food, pet
Corporate social responsibility is an emerging area of interest for firms. As such, many companies have conducted research and developed reports on corporate social responsibility. One such report is
How does addressability differentiate e-marketing from the traditional marketing environment? How do marketers use cookies to achieve addressability?
Define interactivity, and explain its significance. How can marketers exploit this characteristic to improve relations with customers?
Memory gives marketers quick access to customers' purchase histories. How can a firm use this capability to customize its product offerings?
Explain the distinction between push and pull media. What is the significance of control in terms of using websites to market products?
What is the significance of digitalization?
How can marketers exploit the characteristics of the Internet to improve the product element of the marketing mix?
How do the characteristics of e-marketing affect the promotion element of the marketing mix?
How does e-marketing facilitate customer relationship management?
How can technology help marketers to improve their relationships with customers?
Electronic marketing has raised several ethical questions related to consumer privacy. How can cookies be misused? Should the government regulate the use of cookies by marketers?
Travelocity was launched in 1996 by Sabre Interactive, a division of AMR Corporation, which at the time owned the Sabre Reservations System and American Airlines. Today, Travelocity is the most
Your firm wants to know which ten countries are most prepared for e-commerce. A ranking of the level of “e-readiness” of various markets worldwide can be accessed by using the search term
International Data Group (IDG) was founded in 1964 by Patrick McGovern. Currently, more than 100 million people in 85 countries read IDG's publications, which include more than 300 newspapers and
An important element in designing your firm’s internationalization strategy is to identify markets that are most similar and different culturally. Because your firm is based in the United States,
How does international marketing differ from domestic marketing?
What factors must marketers consider as they decide whether to become involved in international marketing?
Why do you think this chapter focuses on an analysis of the international marketing environment?
A manufacturer recently exported peanut butter with a green label to a nation in the Far East. The product failed because it was associated with jungle sickness. How could this mistake have been
How will NAFTA affect marketing opportunities for U.S. products in North America (the United States, Mexico, and Canada)?
In marketing dog food to Latin America, what aspects of the marketing mix would a U.S. firm need to alter?
What should marketers consider as they decide whether to license or enter into a joint venture in a foreign nation?
Discuss the impact of strategic alliances on marketing strategies.
Contrast globalization with customization of marketing mixes. Is one practice better than the other? Explain.

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