Questions:

1- Put yourself in the shoes of a marketing manager of a company in the hospitality industry and reflect how the key elements of word-of-machine can be aligned with the customer experience in each of the following situations:

A) Your consumer segment is exclusively focused on utilitarian and functional qualities of the offer

B) Your consumer segment is exclusively focused experiential and sensory qualities.

C) Your consumer segment focus switches based on the situation.

2- Suggest other opportunities presented by untapped markets that can benefit from the word-of-machine effect.