1. What distinguishes service offerings from customer service? Provide specific examples.

2. How is technology changing the nature of customer service and service offerings?

3. What are the basic characteristics of services compared with goods? What are the implications of these characteristics for Airbnb, GE, Southwest Airlines, or the company you work for?

4. One of the underlying frameworks for the text is the expanded marketing mix for services. Discuss why each of the three new mix elements (process, people, and physical evidence) is included. How might each of these communicate with or help to satisfy an organizations customers?

5. Think of a service job you have had or currently have. How effective, in your opinion, was or is the organization in managing the elements of the service

marketing mix?

6. Again, think of a service job you have had or currently have. How did or does the organization handle relevant challenges listed in Table 1.1?

7. How can quality service be used in a manufacturing context for competitive advantage? Think of your answer to this question in the context of automobiles, computers,or some other manufactured product you have purchased.