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Services Marketing
David L. Kurtz |
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Services Marketing
David L. Kurtz |
Chapter One: Introduction to Services Marketing
Look up one of the following firms on the Internet. From the information
provided, discuss how the firm or individual has dealt with the issues of
intangibility, perishability, inseparability, and variability.
A. Garth Brooks
(http://www.planetgarth.com)
B. United Airlines (http://www.ual.com)
C. Destiny Software (http://www.destinyusa.com)
D. Imperial Hotel
Hong Kong (http://www.imperialhotel.com.hk)
E. Wendy's (http://www.wendys.com)
Chapter Two: The Purchase Process for Services
Look up one of the following firms on the Internet. Identify examples of consumption value appeals being used. What is your evaluation of the consumption value being addressed? Do you think it is effective?
A. U.S. Navy (http://sunspot.nosc.mil/common/navy.html)
B. Stanford University (http://www.stanford.edu)
C. Sprint Business (http://www.sprint.com)
D. Avis Car Rental (http://www.avis.com)
E. Whitten Laser Eye Associates (http://openseason.com/whitten/news.html)
Chapter Three: Consumer Expectations of Services
Look up one of the following services on the Internet. Discuss what you would expect from the service based on the information on the web page. Explain what influenced your expectations.
A. Clean Brite Service (http://205.150.216.4/clean-brite)
B. Dark Side Tattoo & Piercing (http://n-vision.com/darkside)
C. Cayman Diving Lodge (http://site210083.primehost.com/index.html)
D. The International Yoga School (http://www.eclipse.co.uk/iys)
E. Dr. James R. Romano, M.D. (http://www.jromano.com)
Chapter Four: Service Quality
Research the Malcolm Baldridge National Quality Award on the Internet. What service companies have won the award? In your opinion, what impact has the award had on the quality of service provided by service firms? (http://www.clearlake.ibm.com/alliance/database/nist.htm)
Chapter Five: Service Operation
Look up one of the following companies on the Internet. From the information provided, what operational position do you believe they have chosen. Discuss the level of complexity and divergence in their operation.
A. The Windshield Doctor (http://pw2.netcom.com/~s.korman/windshield.html)
B. KIS Photo Magic (http://www.photo-magic.com)
C. JB Hunt (http://www.jbhunt.com)
D. Animators at Law (http://www.animators.com)
E. Matzell, Richard, & Watts (http://www.mrwinc.com)
Chapter Six: People
Look up the following companies on the Internet. Go to the employment opportunities section. Pick one of the jobs listed. Discuss the job in terms of the job characteristics discussed in the first part of this chapter. Also, discuss what types of potential conflicts you would expect to be found in the job.
A. BostonAdCom (http:/www.bostonadcom.com)
B. Disneyland (http://www.disney.com/Disneyland/business/casting.html)
C. Doubletree Hotels (http://www.doubletreehotels.com)
D. Cool Works (http://www.coolworks.com/showme)
E. Andersen Consulting (http://www.ac.com/recruit/welcome.htm)
Chapter Seven: Service Environment
Look up one of the following services on the Internet. Identify the emotional sector the service the service operates in. Evaluate each element of the servicescape discussed in this chapter based on the information on the Internet.
A. Colorado Rapids (http://www.mlsnet.com/inside/rapids/index.html)
B. Polynesian Princess (http://www.branson.com/branson/princess/princess.htm)
C. Carnoustie Golf Course (http://www.carnoustie.co.uk/golf.htm)
D. Coolfont Resort and Conference Center (http://www.coolfont.com)
E. Cleveland Museum of Art (http://www.clemusart.com)
Chapter Eight: Pricing
Look up one of the following firms on the Internet. Discuss the perceived value of the service based on the price and information given. See if you can locate examples of differential pricing, price bundling, yield management, or multiple-use discounts.
A. Metro RV (http://metrorv.com)
B. The Centre For Cosmetic Surgery (http://www.orbonline.net/~centcosm)
C. Capital Lithro Limited (http://www.capital-litho.co.uk)
D. Camp High Rocks (http://www.highrocks.com)
E. Cruise Holidays (http://www.capt-cruise.com)
Chapter Nine: Distribution
Look up the following firms on the Internet. Identify the distribution growth strategy being used by the firm. Based on the information provided, identify the economies-of-scale each firm appears to possess.
A. Clown Mates (http://www.childlink.com/clownmates/index.htm)
B. Hastings Hotel & Conference Center (http://HastingsHotel.com)
C. Origin Services Group (http://www.netv.com.sg/origin)
D. Blue Lake Fine Arts Camp (http://www.bluelake.org)
E. Nu-Look 1 Hr. Cleaners (http://www.nu-look.com)
Chapter Ten: Competitive Marketing Strategies
Look up the following companies on the Internet. In what stage of the service life cycle would the firm be operating? What do you think is their competitive advantage? What consumer positioning strategy are they attempting to promote?
A. USTax Resolutions Corp. (http://www.ustax.com)
B. Cruise For Less Discount Cruises (http://www.cruiseforless.com)
C. Nastic International (http://www.nastec.com)
D. Tom Gill Oldsmobile Repair (http://www.tomgill.com)
E. First Air Express, Inc. (http://www.firstair.com)
Chapter Eleven: Managing Suppy, Demand, and Productivity
Look up one of the following services on the Internet. Identify situations are times you think the demand for the service may exceed supply. What strategies does it appear the firm is using to manage supply and demand?
A. Club Peace and Plenty (http://www.peaceandplenty.com)
B. Circus Circus (http://www.circuscircus-lasvegas.com)
C. Couples Resort (http://www.couples.com)
D. New Orleans School of Cooking (http://www.nosoc.com)
E. Work Out World (http://www.workoutworld.com)
Chapter Twelve: Customer Retention
Look up the following companies on the Internet. Compare their guarantees. Do any offer an unconditional guarantee? What methods do the firms provide for customer complaints and dissatisfaction?
A. Dedola International, Inc. (http://www.dedolanet.com)
B. Hulett Environmental Services (http://www.hulett-es.com)
C. SuperClubs (http://www.superclubs.com)
D. Woodlake Total Performance Golf Schools (http://www.golflink.net/woodlake/instruct.htm)
E. Friendly Travel (http://www.friendlytravel.com)
Chapter Thirteen: An Integrated Communications Program
Look up one of the following firms on the Internet. What communication objectives are being met by the Internet information? What do you think was their primary communication objective? What type of sales promotions are being offered? What is your overall opinion of the web page design in terms of advertising appeal?
A. Beacon Eye Institute (http://www.beaconeye.com)
B. Ambassador Relocation, Inc. (http://www.ambassadorelo.com)
C. AMI, Inc. (http://www.amiwrench.com)
D. Body Techniques Fitness Center (http://www.btfc.com)
E. Resort To Fitness (http://www.resort2fitness.com)
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