1. Describe how a firm can reduce customer perceptions of risk?

2. Please discuss the possible strategies to stimulate consumers to spread positive and persuasive comments.

3. Discuss how service firms can minimize non-monetary purchase costs.

4. Please describe the IHIP framework.

5. Please provide an example of a service industry where customers are involved in co-production and explain the implications and marketing-related tasks that would be associated with that service.