#2: United Airlines Corporation: Raising Campaign. 1. Analyze how United Airlines exemplifies a service-oriented business through the lens of the four fundamental characteristics of services: Intangibility (0.5 points) Inseparability (0.5 points) Heterogeneity (0.5 points) Perishability 0.5 points) 2. Prior to launching the "Rising" campaign, identify and explain United Airlines' competitive advantage. Support your analysis with the concepts of core (0.5 points) and supplementary services (0.5 points), providing examples of each as they relate to United Airlines. 3. How did United Airlines fail to meet consumer expectations before implementing the "Rising" campaign? Use The Gap Model of Service Quality- Gap #5 to support your answer (2 points). 4. How did United Airlines' "Rising" campaign aim to improve or change customers' perceptions of United Airlines' current service quality? Use the five dimensions of service quality (tangibles, reliability, responsiveness, assurance, and empathy) to explain (2 points). 5. How did United Airlines adapt its "Rising" campaign internationally? What objectives did it aim to achieve with its global campaign (1 point)