Monday, January 13, 2020

Apple Marketing Strategy Essay

1. Apple Marketing StrategyApple has been so successful in these last years thanks to his fresh, imaginative way to think and do its business: awinning combination of exceptional products, great style and design, great strategy, innovative marketing, sleekand enticing communications.Apple owes its overwhelming success in the last years to the iPhone and to the smart iPod and iTunes productcombination, a combination of a great hardware piece with great style, great software, great performance, userfriendly interface, with a good e-business service. The iPod + iTunes halo effect and new great Mac computers andMac OS software did the rest in increasing Apple revenue stream. In the 5 years between 2003 to 2008 the Apple share value increased 25 times, from $7.5 to $180 per share. At july2008 prices, before the US Financial Crisis, Apple stock market capitalization was $160 billion.In January 2010 Apple shares topped the $210 mark.But even the best companies with the best products have bottleneck factors which often avoid full exploitation ofthe opportunities.The iPod.Few people are aware – and few market analysts too – that for the first 3 years the iPod was an absolute flop. TheiPod was launched in october 2001, and between 2001 and 2004 iPod sales were between 100-200 thousand unitsper quarter, very far from todays 10-20 million units per quarter, and the iPod sales were not even covering theproduct research & development costs. Then, in June-Aug 2004 something happened, and iPod sales began to grow strongly, quarter after quarter. Today,we all know where the iPod stands, and what a remarkable success it is.The iPod made the fortune of Apple, and it stands out as the major turning point in the company growth.Few people know that the iPod + iTunes business idea was not conceived inside Apple, but was proposed to Appleby an outside source, a music lover and Engineer named Tony Fadell.More on Tony Fadell and on the iPod marketing on iPod Marketing StrategyThe iPod marks another outstanding result in marketing:the annihilation of competitors. To know more see the analysis onThe iPod competitorsIt should be noted that, since the second generation of iPods in 2002, the iPods were made compatible not only withthe Mac operating systems but with Microsoft Windows operating systems as well.We should ask ourselves (and to Steve Jobs): how many iPods would have been sold if the iPods would had beencompatible only with Mac operating systems?Where the iPod is manufactured and assembledThe iPhone. The pipeline of new products which came out from Apple in the last years is impressive, and overwhelming. In 2007,with the successful launch of the iPhone, Apple has marked another milestone in its development and growth.And moreover, the iPhone enters a market – the market of mobile phones – a market which is mature, and saturated.Nonetheless, Apple has been able to develop a revolutionary product, and to change the paradigm in the mobile 2. Phone market.The iPhone is 5 years ahead of all its competitors. A wonderful product, amazing user interface, great design. It isnot only a mobile phone, it is a product between a mobile phone and a laptop computer. Even calling it asmartphone is not enough.In July 2008 Apple launched the second generation iPhone, the iPhone 3G.The iPhone 3GS.In June 2009 Apple launched its third generation iPhone: the iPhone 3GS.The iPhone 3GS has a 3 megapixel autofocus camera, video recording and editing capabilities, voice control, longerbattery life, 7.2 Mbps HSDPA internet connection. iPhone 3GS is twice faster than the iPhone 3G. The iPhone 3GSprices: $199 for the 16GB model, $299 for the 32GB model.more on the new iPhone 3GS on the iPhone 3GS page.More on iPhone Marketing on the iPhone Marketing Strategy page.Apple did great. no doubt. However Apple has done some serious mistakes.The most serious mistakes Apple has done concern marketing and distribution strategies in Europe.Apple has overlooked the European markets, and missing big numbers in unexploited sales. With better marketingstrategy, better communication and distribution, Apple could have made 300% more revenues in Europe in the last 4years. Apple Marketing in EuropeWe met with with Erik Stannow, Apple Vice President of Marketing for Europe & EMEA. We have been talking withErik Stannow about the marketing and distribution issues of Apple in the European markets and we gave somevaluable suggestions to improve the Apple marketing strategy and distribution in Europe.Well, it seems that in Cupertino they dont care so much about Europe.Steve JobsIf we talk about Apple success, about Apple great products, we need to talk about Steve Jobs. Steve Jobs has beenand is the great mind behind all this.Steve Jobs is a genius, he is a magician, too. He is the most skilled guy in introducing new products – â€Å"†¦ one morething† – the most skilled in presenting the key features, and he is a great communicator. Even more important, Steve Jobs has Vision. Vision in the strategy, Vision in the product development, Vision in thealliances.Apple Communication Strategy.Apple communication is sober, intriguing, simple, clear, minimalist and clever. And it has a style of its own. Both inthe tv ads, both in print ads, both in the online communications. A lesson to be learned by many companies in theworld. Well, of course when you have great products it is much easier to entice the costumers, but neverthelessdoing it with style and cleverness is a very good point. It boosts sales, but enhances the brand value too.The famous â€Å"I am a Mac, I am a PC† tv ads are a milestone in communications. Smart, simple, effective andhumiliating (for Microsoft †¦).More on Apple Communications and on the Apple Commercials â€Å"I am a Mac I am a PC† on the AppleCommunication Strategy page.

Sunday, January 5, 2020

Mr. George Washington Jr. - 1025 Words

Ready to change the world, Mr. George, formally known as George Washington Jenkins Jr. had a dream that he could build a â€Å"food paradise†. One of eight children of a general store owner in Georgia, Mr. George at 12 begin to help out in his father’s store. He then gradually migrated to Florida where he worked at a Piggly Wiggly store where he quickly became store manager. When that winter haven store closed because of the economic times Mr. George set out to change the grocery world with great innovation and excitement. 1930 Mr. George built the first Publix Supermarket in winter haven, FL. This store was one the first air conditioned stores to have piped-in music, cold cases for cold and refrigerated items and electric automatic doors. Mr.†¦show more content†¦Examples of these groups in the grocery store is customer service, grocery, pharmacy, deli, bakery, meat, and produce. Each of these departments have a manager and an assistant. Along with managers mo st of these departments have one if not two team leaders, varying in title and description. All of these positions, through the proper channels reports to the store manager. Publix is one of the rare places that the focus on customer service is so high that there is power given to even below management associates. I interviewed Vanessa Cox, Customer Service Staff for almost 12 years, at store number 475 in Hernando, FL. Vanessa and I spoke about her views on management and the affect that it has on her. Customer service staff is also a type of management. This is a front office position that takes care of what was known as the common area prior to 2005 and is now known as customer service. Vanessa spoke about the unbelievable pressure applied to staff to provide premier customer service. Publix has a guarantee that should a customer not be satisfied with their purchase Publix will gladly refund the item in its entirety immediately. As customer service staff it is one of her main res ponsibilities to take care of these types of issues. Publix management give Vanessa the power to take care of the customer to a great extent with having to ask permission. Vanessa has had many opportunities to move up in management but for her the stress of the position is not healthy for her.

Saturday, December 28, 2019

Here is How to Make Edible Glitter

Make your own edible glitter. Its easy and inexpensive and much safer for kids or to put on your face. Edible Glitter Ingredients You only need two kitchen ingredients to make the glitter: 1/4 cup sugar1/2 teaspoon liquid food coloring You can use granulated white sugar or any of the crystalline sugars. Avoid brown sugar (too moist) and powdered sugar (not sparkly). Use liquid food coloring because paste coloring is more difficult to mix and may discolor when baked. Mix together the sugar and food coloring.Bake the colored sugar in a 350 F oven for 10 minutes.Store the sugar glitter in a sealed container, to protect it from moisture. Non-Toxic Glitter Recipe Salt also forms beautiful crystals and is edible: 1/4 cup salt1/2 teaspoon liquid food coloring Mix together the salt and food coloring.Bake the colored salt on a baking sheet at 350 F for 10 minutes.Allow the glitter to cool. Store the glitter in a sealed bag or container. You can mix either type of glitter with corn syrup or non-toxic glue for craft projects or stick it to your skin. It also sticks fairly well onto petroleum jelly for use on your lips. Because petroleum jelly is oil-based, it wont dissolve the sugar.

Thursday, December 19, 2019

Responsibilities And Relationships Of Lifelong Learning

Unit 22 - Roles, Responsibilities and Relationships in Lifelong Learning Criteria 1.2 - My Role in Promoting Equality and Diversity In line with The Equality Act, 2010, equality in the classroom can be seen as the rights of learners to be able to access and participate in learning experiences of their choice regardless of age, sex, sexual orientation, ethnicity, religion, or disability. Furthermore, it must be noted this does not mean that everyone is simply treated the same, but that everyone has equal rights, regardless of their background. As a teacher, it is my duty to act as a leader in promoting equality within the classroom and teaching environment. Similarly, I must ensure that any inequality is sternly challenged if I come across it in my professional life. The first responsibility for a teacher on the road to eliminating discrimination and inequality in the classroom is to accept both the differences and similarities between their students (Gay, 2004, pg. 195). A classroom will be promoting equality and diversity when all the students are treated in the same regard and respect as one another. Therefore, it is imperative that a teacher carries out an initial assessment to identify any particular needs that learners may have, as well as arranging for special resources to be put into place before teaching commences. Ann Gravells (2011, pg. 50-51) highlights many ways that a teacher can help to promote inclusion for all learners. Some of these include: †¢ AllowingShow MoreRelatedRoles, Responsibilities and Relationships in Lifelong Learning1535 Words   |  7 PagesRoles, Responsibilities and Relationships in Lifelong Learning. Task A: Research Report. (a) A summary of key aspects of legislation, regulatory requirements and codes of practice relevant to the role and responsibilities of the teacher. Teachers must maintain their knowledge of legislation, regulatory requirements and codes of practice and ensure that they are up to date with all current requirements, which are often subject to change. Some are generic and affect all who teach, whereasRead MoreRoles, Responsibilities and Relationships in Lifelong Learning3178 Words   |  13 PagesRoles, Responsibilities and Relationships in Lifelong Learning. 1.1: Summarise key aspects of legislation, regulatory requirements and codes of practice relating to own role and responsibilities Government legislation and statutory laws are put in place regulate, restrict, authorise, proscribe, provide, grant, sanction or declare. This takes the form of a law or bill which outlines the legal requirements of an organisation. All organisational policies must be in line with government legislationRead MoreRoles, Responsibilities and Relationship in Lifelong Learning1065 Words   |  5 PagesUnderstanding own role and responsibilities in lifelong learning. In my experience, the teacher is the key figure in making the learning process a success for the learner. We are a guide to the subject, responsible for creating a structured experience for the learner to navigate allowing for individual learning styles and methods to flourish. 1.1 Summarise key aspects of legislation, regulatory requirements and codes of practice relating to own role and responsibilities. Examples of legislationRead MoreRoles, Responsibilities and Relationships in Lifelong Learning2672 Words   |  11 PagesUnit 1: Roles, responsibilities and relationships in lifelong learning 1. Understanding own role and responsibilities in lifelong learning 1.1 Summarise key aspects of legislation, regulatory requirements and codes of practice relating to own role and responsibilities I work with vulnerable people, and so am subject to various legislation, rules and regulations which protect the welfare of all individuals. These are legally binding and must be adhered to at all times. These include: -Read MoreRoles, Responsibilities and Relationships in Lifelong Learning2171 Words   |  9 PagesRoles, responsibilities and relationships in lifelong learning 1. Understand own role and responsibilities in lifelong learning 1.1 Summarise key aspects of legislation, regulatory requirements and codes of practice relating to own role and responsibilities. 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Identify 4 legislations that could relate to your job as a teacher and explain how this relate to your job eg government bodies, professional standards, awarding organisation requirements; Q2. Identify 3 organisational policies and procedures that relate to your job as a teacher explain how this relate to your job eg codes of practice, equality and diversity, health and safety, quality assurance, standards. 1.2 Analyse own responsibilities for promotingRead MoreShort Introduction to Roles, Responsibilities, and Relationships in Lifelong Learning for New Teachers1399 Words   |  6 Pages‘Provide a short introduction to roles, responsibilities and relationships in lifelong learning for new entrants to your profession’ In this assignment I will explore the role, responsibilities and the building of relationships as a teacher of I.T. to adults in a college environment, a career which I am aspiring towards. There are different aspects to consider when thinking of a tutor’s role and responsibilities, ranging from explicit legislative requirements and codes of practice which are setRead MorePreparing to Teach in the Lifelong Learning Sector Level 3/4 Unit 008 Roles, Responsibilities and Relationships in Lifelong Learning1723 Words   |  7 PagesPreparing to Teach in the Lifelong Learning Sector Level 3/4 Unit 008 Roles, Responsibilities and Relationships in Lifelong Learning Roles, Responsibilities and Relationships in Lifelong Learning In this assignment I will be talking about key aspects of legislation, regulatory requirements and codes of practice relating to my own role. I will reflect on the Teacher/Training cycle and make reference to where my role is relevant and any boundaries. I will also be talking about ground rules andRead MorePTLLS Overview1077 Words   |  5 PagesTeach in the Lifelong Learning Sector (PTLLS) at Level 4. Preparing to Teach in the Lifelong Learning Sector (PTLLS) at Level 4 Total credit value (at Level 4) 12 Total GLH 4 x units (each @ 12 GLHs) = 48 Units being run and assessed: Group Unit title Level Credit value GLH A Roles and responsibilities and relationships in lifelong learning 4 3 12 Learning outcomes: The learner will Assessment Criteria: The learner can 1. Understand own role and responsibilities in lifelong learning 1.1 Summarise

Wednesday, December 11, 2019

Monitoring Mechanism of Strategy Implementation

Question: Discuss about the Monitoring Mechanism of Strategy Implementation. Answer: The strategy implementation process is one of the most crucial part of the entire operational success of Tesla. In this context, the organization is highly focused on monitoring minute changes in the market environment in order to implement the changes in their strategy. The effectiveness of the strategy implementation process also holds a greater importance in the monitoring mechanism. It has been noted that the prime focus of Board of Directors in Tesla is overseeing the performance of the management. In addition to that, risk oversight is a major aspects of their responsibilities (Sharma, 2016). They are bound to review several important areas corporate governance, which is conducted by pertinent board committees. Moreover, in order to properly implement the business strategy towards an appropriate and fruitful direction the board of directors is expected to put in their effort and time (Tesla, 2017). Furthermore, it has been observed from the organizational activities of Tesla that performance management is considered as a major factor for the successful implementation process (Chernev, 2014). Therefore, compensation committee is needed assess the performance of various executive officers. This success of the strategy implementation process is also taken into consideration at the time of assessment. In addition to that, the corporate governance and nominating committee is also accountable for reviewing the potential as well as actual conflicts of interest between corporate officers as well as board members (Chang, 2016). As the conflict of interest has a greater influence in the success of strategy implementation process, the corporate governance and nominating committee must conduct this sensitive review with greater precision (Tesla, 2017). The effectiveness of the practices conducted by board governances is immensely reflected through the level of success in strategy implementation process. In this context, the nominating as well as corporate governance committee would be also focused on evaluating and reviewing the effectualness in governance practices. The assessment immensely helps Tesla to conduct an appropriate monitoring of strategy implementation process. In this context, the managerial professionals play an immense role in identifying the issues and advantages of the implemented strategy (Hulscher, Laurant Grol, 2013). In order to identify the effectiveness of the strategy implementation process, the organization focuses on several major quantifiable market indicators. These indicators are number of obtained sales leads, achieved dollar amounts as well as customers reached. These quantifiable market indicators have a greater ability to reflect the success implementation process. The managerial board can effect ively identify whether the implementation process has achieved the strategic goals are not. This particular monitoring technique also helps Tesla to stop or change the strategy at the implementation phase (Tesla, 2017). Tesla immensely focuses on the Balance Score Card perspectives for evaluating as well as controlling the strategy implementation process. This particular perspectives is highly effective to offer an effective and realistic framework for implementing the strategy successfully. In addition to that, it helps to evolve the strategy in accordance with technological, market as well as competitive environment of Tesla (Mangram, 2013). There are four key crucial perspectives, which formulate the evaluation of strategy implementation process. These perspectives are financial measures, customer relationships, internal business processes as well as learning and growth. The evaluation of the strategy implementation process up to 2013 is depicted below with the help of Balanced Score Card Perspectives (Tesla, 2017). Balanced Score Card Perspectives of Tesla Financial The Growth Rate of Sales in the year of 2013 is 133.98%. The Growth Rate of Lithium Ion Battery Market in the year of 2012 to 2016 is 79% 5.62 billion-dollar Automotive Annual Sales. 10 million dollars acquired from 560 million dollars of sales in the year of 2013. Customer Profitability 179.53% increase from December 2012, Gross Profit Margin in June 2013 is 20.35% Operating margin in June 2013 is 2.05% Return on assets in June 2013 is 0.0026% Retention Elon Musk has updated wireless software and backed the high resale value Acquisition Elon Musk has undertaken the marketing approach on the basis of greater handling, comfort as well as speed Satisfaction Tesla has offered greater service options, which include Highest rating consumer reports, swapping service, battery, service center, Valet service as well as Tesla Rangers Internal Business Process Tesla has taken initiative of low cost resource acquisition Tesla has brought the manufacturing process under direct supervision Inject molding machines have been used for building 90% of Model S parts Learning Innovation Tesla has successfully empowered the sales and customer service agents Tesla has emphasized on innovation by spending high amount in R D Tesla has increased the industry knowledge by selling Drivetrains and undertaking manufacturing process Table 1: Balance Score Card Perspectives of Tesla (Source: Tesla, 2017) Reference Chang, J. F. (2016).Business process management systems: strategy and implementation. CRC Press. Chernev, A. (2014).Strategic marketing management. Cerebellum Press. Hulscher, M., Laurant, M., Grol, R. (2013). Process evaluation of implementation strategies.Improving Patient Care: The Implementation of Change in Health Care, Second Edition, 333-349. Mangram, M. E. (2013). Tesla Motors: A Balanced Scorecard Approach to More Effective Performance Management--Case Analysis.Journal of Strategic Management Education,9(1). Sharma, S. (2016). The Tesla Phenomena A Business Strategy Report. Tesla, (2017).Tesla.com. Retrieved 2 March 2017, from https://www.tesla.com/

Wednesday, December 4, 2019

Services Marketing Integrating Customer Focus Across the Firm Essay Example

Services Marketing Integrating Customer Focus Across the Firm Essay services marketing integrating customer focus across the firmChapter 01 Introduction to Services Multiple Choice Questions 1. (p. 4)Â  In the simplest terms, _____ are deeds, processes and performances. A. Attributes B. Experiences C. Services D. Goods E. Benefits Difficulty: Easy 2. (p. 4)Â  The maintenance contract offered by Sears on its Kenmore refrigerators, dishwashers and microwaves is an example of a(n) _______. A. Service B. Experience C. Attribute D. Good E. Benefit Difficulty: Easy 3. (p. 4)Â  When Heather goes to the local gym, she has a personal trainer who helps make sure she is using the equipment correctly. The personal trainer is an example of a(n):Â   A. Service B. Experience C. Attribute D. Good E. Benefit Difficulty: Easy 4. (p. 4)Â  Many people when they go on vacation are choosing to leave their dogs in posh pet resorts that offer a variety of activities for the dogs, such as swimming pool frolics, nature walks and hayrides. Dog owners are paying $17 per night for basic boarding at the pet resorts and up to an additional $20 for the other activities, which would be collectively classified as:Â   A. Goods B. Values C. Services D. Satisficers E. Attributes Difficulty: Easy 5. (p. )Â  _____ is a key determinant of whether a product offering should be classified as a product or a service. A. Physicality B. Audience passivity C. Tangibility D. Perception E. Abstraction Difficulty: Easy 6. (p. 4)Â  Which of the following is an intangible component of a car repair shop? A. Replacement parts B. Employee uniforms C. Barrel for storing recyclable motor oil D. The training the mechanic has received E. Customer waiting area Difficulty: Easy 7. (p. 4)Â  Which of the following is an example of a tangible component provided by a hotel? A. Wake-up call B. Guest rooms C. Room service D. Express check-out E. We will write a custom essay sample on Services Marketing Integrating Customer Focus Across the Firm specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Services Marketing Integrating Customer Focus Across the Firm specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Services Marketing Integrating Customer Focus Across the Firm specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Guaranteed reservations Difficulty: Easy 8. (p. 3, 11)Â  Which of the following is NOT an example of a service business? A. Amusement park B. Hotel C. Bank D. Department store E. Soft drink bottler Difficulty: Easy 9. (p. 17)Â  Extron Electronics makes coaxial cables for connecting computers to all types of peripheral devices like printers, modems and fax machines. For the benefit of its customers, Extron provides a laminated card with pictures of all the possible cable connections that a customer could need. With this card, a customer can order from one to any number of connectors with as many feet of cable as is needed. Orders can be placed using a toll-free number, a fax number or an e-mail address. Company reps are also available 24-hours a day in case the customer is not sure which drawing on the card matches his or her needs. Orders are shipped within 48-hours of receipt. If a customer is not completely satisfied with his or her order, Extron has a 100 percent satisfaction guaranteed return policy. Which of the following trends that has influenced the development of services marketing concepts and strategies as illustrated by Extrons focus on customer service? A. The increasing importance of service industries to the U. S. and world economies B. The increase of government regulation of service industries C. The growth in information-based technology D. Increased competition in professional services E. Manufacturing firms are placing increased emphasis on providing services Difficulty: Moderate 10. (p. 7)Â  Which of the following trends has directly influenced the development of services marketing concepts and strategies? A. The decreasing importance of service industries to the U. S. and world economies B. The growth in information-based technology C. Decreased competition in professional services D. The fact that manufacturing firms are placing increased emphasis on providing services E. None of the above Difficulty: Moderate 11. (p. 8)Â  On his way to work today, Terry saw a billboard for a physicians group that specialized in vascular surgery. In his local newspaper there was a full-page ad for a medical clinic that performed similar surgery. Then in his mail, he got a brochure from yet another medical clinic asking him if he wanted to get rid of ugly varicose veins. Which trend that influenced the development of services marketing concepts and strategies is illustrated here? A. The increasing importance of service industries to the U. S. and world economies B. The increase of government regulation of professional service industries C. The growth in database marketing D. Increased competition in professional services E. Professional firms are placing increased emphasis on providing services Difficulty: Easy 12. (p. 10)Â  Which of the following statements about services is true? A. A service economy produces services at the expense of other sectors B. Service jobs are low paying and menial C. Service production is labor intensive and low in productivity D. Service is a necessary evil for manufacturing firms E. The skills needed for managing services differ from those used for managing manufacturing businesses Difficulty: Easy 13. (p. 14)Â  Without good mailing lists, businesses cannot engage in effective direct-marketing advertising. On average 20 percent of the U. S. population moves annually. Return Path is a company that provides changes of addresses to businesses. It takes a businesss mailing list, compares it to address changes that it gathers daily in its database and makes any necessary corrections. Return Path is a part of which trend in the services marketing industry? A. The increasing importance of service industries to the U. S. and world economies B. The decrease of human interaction as a result of widespread use of technology-based services C. The growth in the use of technology-based services D. Increased competition in the direct-mail industry E. The fact that direct marketing firms are placing increased emphasis on providing services Difficulty: Easy 14. (p. 14)Â  Garrett and Hugh were having breakfast when they decided they wanted to have pizza and watch a video that night. Garrett turned on her computer, brought up the site of a local video store and ordered the movie Cold Mountain to be delivered to her doorstep at 7 p. m. Next she logged on to her favorite pizza restaurants Web site and ordered a large pepperoni pizza and a bottle of her favorite soda to be delivered at 6:45 p. m. Garrett and Hugh enjoyed their evening. The next morning the video store had someone pick up their tape at Hughs office. Which trend that influenced the development of services marketing is illustrated here? A. The increasing importance of service industries to the U. S. nd world economies B. The decrease of human interaction as a result of widespread use of technology-based services C. The growth in the use of technology-based services D. Increased competition in the entertainment industry E. The fact that manufacturing firms are placing increased emphasis on providing services Difficulty: Easy 15. (p. 30)Â  Which of the following statements has been suggested as a plausi ble explanation for the customer perception that service quality is declining? A. Technology-based services, which are superior to human-based services, are not being implemented enough B. Services are leveling the playing field and consistently trying to offer the same level of service to every customer C. Companies are decreasing their reliance on self-service and increasing the use of human interaction in the performance of services D. Customer expectations are higher because of the excellent service they receive from some companies E. Even though it is Easy to provide consistent, high-quality service, many companies do not want to do it Difficulty: Moderate 16. (p. 30)Â  Which of the following statements has been suggested as a plausible explanation for the customer perception that service quality is declining? A. Increasing use of technology is perceived by many customers as less service because there is no human interaction B. Companies provide unclear tactics for customers to follow when dealing with service providers C. Delivering consistent, high-quality service becomes routine D. Customers have no concept of what conditions produce to quality service E. Too many talented employees are left mired in front-end jobs that do not challenge them Difficulty: Moderate 17. (p. 15)Â  Which of the following statements about how technology has positively influenced service is true? A. Technology provides vehicles for delivering existing services in more accessible, convenient, productive ways B. Technology facilitates basic customer service functions C. Technology facilitates transactions by offering a direct vehicle for making purchases D. Technology provides an Easy way for customers to learn and do research about products and companies E. All of the above statements about how technology has influenced service are true Difficulty: Easy 18. (p. 14)Â  Which of the following statements describes how consumers and employees are responding to technology-based services? A. Services can readily calm fears that privacy may be sacrificed if technology is used B. An infusion of technology can lead to an increase in human interaction C. The payback for investments in technology is a certainty D. Employees are often reluctant to integrate technology into their work lives E. All of the above statements describe how consumers and employees are responding to technology-based services Difficulty: Easy 19. (p. 20)Â  The most basic and universally cited, difference between goods and services is:Â   A. Heterogeneity B. Perishability C. Intangibility D. Comparability E. Divisibility Difficulty: Easy 20. (p. 20)Â  The characteristic of a service that means that it cannot be seen, felt, tasted or touched is:Â   A. Intangibility B. Heterogeneity C. Divisibility D. Perishability E. Compatibility Difficulty: Easy 21. (p. 20)Â  On a recent visit to The Home Depot store, a sales associate greeted Gigi when she entered the store, helped her locate the items she needed to repair her gutters and suggested how she could prevent gutter problems in the future. The assistance provided by the sales associate illustrates the ______ of services. A. Intangibility B. Comparability C. Divisibility D. Perishability E. Compatibility Difficulty: Easy 22. (p. 20)Â  In India weddings are timed to occur when Venus is in the ascendant and Jupiter is strong. This day is deemed lucky. In 2005, almost 15, 000 couples in New Delhi had their wedding on December 25, the day astrologers announced would be the best day for a wedding. The service provided by the astrologers is an excellent illustration of the _____ of services. A. Intangibility B. Comparability C. Divisibility D. Perishability E. Compatibility Difficulty: Easy 23. (p. 20)Â  Last November, Andrew and Jana went to talk to a wedding consultant about planning their June wedding. The consultant congratulated them on thinking ahead and then began to ask them questions about what kind of wedding they wanted. She gave them a book that contained all the information they needed to plan a memorable wedding. They met with the consultant regularly to talk about how the plans were coming and made more decisions with her help. The consultant helped them with everything from invitations to wedding reception favors. She even went with Jana to select her wedding gown and her bridesmaids gowns. The sort of assistance provided by the wedding consultant illustrates the _____ of services. A. Intangibility B. Comparability C. Divisibility D. Perishability E. Compatibility Difficulty: Easy 24. (p. 21)Â  Which of the following statements describes a marketing implication that results from the intangibility of services? A. Customers participate in and affect the transaction B. Service quality depends on many uncontrollable factors C. Services can be readily communicated D. There is no sure knowledge that the service delivered matches what was planned and promoted E. Services cannot be inventoried Difficulty: Easy 25. (p. 21)Â  The characteristic of a service that refers to differences in employees performances is:Â   A. Intangibility B. Heterogeneity C. Divisibility D. Perishability E. Simultaneous production and consumption Difficulty: Easy 26. (p. 21)Â  The first time Terry brought his car to Auto Lube to have the oil changed he was very satisfied with the service. The service manager consulted him several times while his car was being serviced, asked him if there were any problems with the car, recommended when additional services should be performed and answered questions directly and politely. However, when Terry went back to Auto Lube after three months to have his oil changed again, he was not satisfied with the service. The manager spoke to him only when he arrived and when he paid his bill. In addition, the manager was impatient and unfriendly during the interaction. Terrys experience at Auto Lube illustrates the _____ of services. A. Intangibility B. Heterogeneity C. Simultaneous production and consumption D. Perishability E. Divisibility Difficulty: Easy 27. (p. 21)Â  The first time Alexis went to take golf lessons, she had a golf pro who was very patient with her and who was able to pinpoint what she was doing wrong without making her feel uncoordinated. Her second golf lesson was not nearly as helpful. The golf pro who gave the lesson wanted Alexis to watch what he was doing and imitate his swing. He was unable to verbalize his instructions. Alexiss experience with the two golf instructors illustrates the _____ of service. A. Intangibility B. Heterogeneity C. Simultaneous production and consumption D. Perishability E. Divisibility Difficulty: Easy 28. (p. 21)Â  Two roommates both registered for an introduction to business class. At midterm, one roommate found his instructor so boring that he was thinking of changing his major to history. The other roommate had a charismatic teacher and looked forward to going to class. This heterogeneity of instruction demonstrates:Â   A. How difficult it is to synchronize supply and demand with service B. That customer service depends on employee actions C. How customers affect each other D. The fact services cannot be readily communicated or displayed E. Why services cannot be inventoried Difficulty: Easy 29. (p. 21)Â  Weddings have always been lavish in India. Vandana Mohan is New Delhis most successful wedding planner. The average New Delhi middle-class wedding in 2005 cost $20,000 with one recent wedding costing more than $10 million. Because budgets vary as do the desires to show off ones ability to engage in conspicuous consumption, Vandana Mohan sometimes finds it difficult to maintain his reputation for lavish and beautiful weddings. The problems associated with the planning of weddings illustrate the _____ characteristic of services. A. Versatility B. Heterogeneity C. Simultaneous production and consumption D. Perishability E. Intangibility Difficulty: Easy 30. (p. 21)Â  Parents everywhere are very busy and often cannot spend time with their children. In the Netherlands, children who want a bedtime story can call the telephone service and request to listen to one of twenty prerecorded fairy tales. The phone company charges $7 per story. Because of the prerecording of the stories, this bedtime service reduces the problems typically associated with the _____ characteristic of services. A. Versatility B. Heterogeneity C. Simultaneous production and consumption D. Perishability E. Intangibility Difficulty: Easy 31. (p. 22)Â  Which of the following is a marketing implication that results from the heterogeneity of services? A. Services cannot be returned or resold B. Services cannot be patented C. Services cannot be inventoried D. Mass production of services is difficult E. All of the above are marketing implications resulting from the heterogeneity of services Difficulty: Easy 32. (p. 22)Â  Because of the _____ of services, service producers find themselves playing a role as part of the product itself and an essential ingredient in the service experience for the consumer. A. Comparability B. Intangibility C. Heterogeneity D. Simultaneous production and consumption E. Perishability Difficulty: Easy 33. (p. 2)Â  Due to the _____ characteristic of services, customers can affect the transaction and how others perceive the transaction. A. Comparability B. Intangibility C. Heterogeneity D. Simultaneous production and consumption E. Perishability Difficulty: Easy 34. (p. 22)Â  The Offshore Sailing School in Jersey City, New Jersey offers a basic sailing course, which takes place in three days over two weekend s, for $495. Students enrolled in the course attend classroom sessions that cover the theory and technology of sailing and receive hands-on sailing instructions in the water that introduces them to all fundamental sailing kills. Student participation in the Offshore Sailing Schools classroom sessions and hands-on sailing instructions illustrates the _____ characteristic of services. A. Versatility B. Heterogeneity C. Simultaneous production and consumption D. Perishability E. Intangibility Difficulty: Easy 35. (p. 22)Â  For their wedding anniversary, Beth and Rick wanted to go skydiving. They enrolled in a skydiving class at the local airport at a cost of $260. After a 30-minute training course in which everything that was going to happen to them was carefully explained, Beth and Rick were sent up in an airplane with two skydiving experts. Each was placed in a harness arrangement with one of the experts and did what is called a tandem dive. With a tandem dive, Beth and Rick get to enjoy the experience without having to worry about when to open the parachute. The skydiving expert does that for them. This tandem jump illustrates the _____ characteristic of services. A. Versatility B. Heterogeneity C. Simultaneous production and consumption D. Perishability E. Intangibility Difficulty: Easy 36. (p. 22)Â  Which of the following statements describes a marketing implication that results from the simultaneous production and consumption of services? A. Services cannot be returned or resold B. Service quality depends on many uncontrollable factors C. Employees affect the service outcome D. Services cannot be readily displayed or communicated E. There is no sure knowledge that the service delivered matches what was planned and promoted Difficulty: Easy 37. (p. 22)Â  _____ refers to the fact that services cannot be saved, stored, resold or returned. A. Intangibility B. Heterogeneity C. Simultaneous production and consumption D. Perishability E. Incompatibility Difficulty: Easy 38. (p. 2)Â  In India weddings are timed to occur when the stars and planets are in certain positions, which are deemed lucky. In 2005, almost 15,000 couples in New Delhi had their wedding on December 25, the day astrologers announced would be the best day for a wedding. Wedding planners had to prepare all year for this one date instead of planning lots of weddings throughout the year. The service provided by the Indian wedding planners illustrates the ____ _ characteristic of services. A. Versatility B. Heterogeneity C. Simultaneous production and consumption D. Perishability E. Intangibility Difficulty: Easy 39. (p. 22)Â  An attorney who charges a client for a missed appointment is taking into account the _____ characteristic of services. A. Heterogeneity B. Simultaneous production and consumption C. Incomparability D. Perishability E. Intangibility Difficulty: Easy 40. (p. 22)Â  Bob Wilson owns and operates Flashdance Skating Rink. Last Monday afternoon, he had rented the rink out for a birthday party that was cancelled at the last minute due to a flu epidemic that had sickened three-fourths of the children who were invited. While Wilson kept the deposit, he did not get the skate rental fees or the snack food money he had anticipated from the rental. Wilson lost money as a result of the _____ characteristic of services. A. Heterogeneity B. Simultaneous production and consumption C. Incomparability D. Perishability E. Intangibility Difficulty: Easy 41. (p. 20)Â  Which of the following is a marketing implication that results from the perishability of services? A. Service quality depends on many uncontrollable factors B. Employees affect the service outcome C. Synchronizing supply and demand is difficult D. Customers participate and affect the service outcome E. Service delivery and customer satisfaction depend on employee actions Difficulty: Easy 42. (p. 23)Â  Which of the following is NOT an element of the traditional marketing mix? A. Production B. Place C. Product D. Price E. Promotion Difficulty: Easy 43. (p. 24)Â  In addition to the elements of the traditional marketing mix, the expanded mix for services includes:Â   A. Positioning, personalization and process B. People, physical evidence and process C. Personalization, procurement and people D. Profit, production and psychology E. People, partnerships and positioning Difficulty: Easy 44. (p. 4)Â  Which of the following is an example of the people element of an airline companys services marketing mix? A. Pilots B. Baggage handlers C. Customers D. Flight attendants E. All of the above Difficulty: Easy 45. (p. 24)Â  Andreason Removal Company removes asbestos from old houses and buildings. Which of the following is an example of the people element of services marketing mix? A. Fed eral inspectors who check behind Andreasons employees to make sure the job is done properly B. People in the community where it disposes of the asbestos C. Physicians who have studied the dangers of breathing asbestos D. People who hire the company to remove the asbestos from their property E. Suppliers who provide the uniforms and masks to protect Andreasons employees from the asbestos Difficulty: Easy 46. (p. 24)Â  When Alicia and Jordan dined at Formia Ristorante, a contemporary Italian restaurant in New Jersey, they both enjoyed Formias coy, smart and embracing atmosphere. Formia creates this atmosphere with a single large dining room that measures 20 by 60 feet and contains 14 roomy tables. Ceiling fans slowly swirl as candlelight dances across the tables that are attentively cared for by servers. Vertical pink and white florid patterns emerge from old wainscoting. Finally, Formias two-page menu offers guests a range of pasta, chicken, veal and seafood entrees, in addition to nightly specials that are handwritten and presented on large index cards. Alicia and Jordan experienced the _____ element of Formia Ristorantes services marketing mix. A. Product B. Production C. Process D. Place E. Physical evidence Difficulty: Easy 47. (p. 24)Â  Ruth recently visited a day care center that is convenient to her work. Ruth is thinking of letting the day care workers care for her infant son while she is at work. The first thing Ruth noticed when she walked in the door of the facility was the smell of urine. There was a dead plant in the window. Three babies were crying and no one was paying them any attention. Other children that Ruth could see looked listless. In this example, Ruth experienced the negative side of the _____ element of the day care centers services marketing mix. A. Product B. Production C. Process D. Place E. Physical evidence Difficulty: Easy 48. (p. 24)Â  Historically, the Japanese have had poor dental care. As part of their beauty regimen, the Japanese do have a habit of lightening and whitening their skin. Teethart has developed tooth manicure salons, which allow Japanese to match their teeth coloration to their skin. Each treatment takes place in a small booth, which contains an ergonomically-designed chair, muted lights and New Age-style music. The walls are painted calming shade of blues and greens. Teethart uses the _____ element of its service to reduce stress associated with dental procedures. A. Product B. Production C. Process D. Place E. Physical evidence Difficulty: Easy 49. (p. 24)Â  Historically, the Japanese have had poor dental care. As part of their beauty regimen, the Japanese do have a habit of lightening and whitening their skin. Teethart has developed tooth manicure salons, which allow Japanese to match their teeth coloration to their skin. A personalized whitening mouthpiece is developed for each patient. The mouthpiece is placed around the teeth and a cleaning solution is added. The patient listens to soothing music and sits in a comfortable chair while his or her teeth are whitened. Monthly treatments in this spa-like environment reflect the _____ element of Teetharts service mix. A. Product B. Production C. Process D. Place E. Promotion Difficulty: Easy 50. (p. 24)Â  Yesterday, Mike went to the dentist for his 6-month check-up. Two weeks before he went to the dentist, he called the office to make an appointment. The day before his check-up, the offices receptionist called him to confirm his appointment. When Mike arrived at the office, he checked in with the receptionist and then waited in the waiting room for 15 minutes, reading a magazine, before being greeted by the dental hygienist, who escorted him to an examination room. The dentist entered the room, greeted Mike, examined Mikes teeth, took a set of x-rays and asked the dental hygienist to clean Mikes teeth. When his teeth were cleaned, the hygienist told Mike he should return in 6 months for another check-up. Mike experienced the _____ element of the dental offices services marketing mix. A. Product B. Personalization C. Process D. Place E. Physical evidence Difficulty: Easy True / False Questions 51. (p. 6)Â  Corn, bricks and paper clips are three examples of tangible dominant products. TRUE Difficulty: Easy 52. (p. 5)Â  According to the concept of derived services, the value derived from physical goods is really the service provided by the good, not the good itself. TRUE Difficulty: Easy 53. (p. 0)Â  The development of services marketing concepts has been strongly influenced by professional services like doctors and attorneys. TRUE Difficulty: Easy 54. (p. 12)Â  Despite the importance of services and the bottom-line profit potential for services, consumers perceive that overall the quality of service they are receiving is declining. TRUE Difficulty: Easy 55. (p. 10)Â  The deregul ation of industries has actually lessened the demand for services marketing skills. FALSE Difficulty: Easy 56. (p. 16)Â  Technology is creating a demand for ethnocentric services. FALSE Difficulty: Easy 57. (p. 7)Â  All businesses and organizations that operate on the Internet are essentially providing a service. TRUE Difficulty: Easy 58. (p. 22)Â  Because a product is tangible, it cannot be inventoried. FALSE Difficulty: Easy 59. (p. 22)Â  Because the production and consumption of services is simultaneous, the mass production of services is difficult. TRUE Difficulty: Easy 60. (p. 22)Â  A primary issue that marketers face in relation to service perishability is ensuring service quality over time. FALSE Difficulty: Easy 61. (p. 21)Â  Pricing is easier when marketing services than when marketing goods. FALSE Difficulty: Easy 62. p. 24)Â  The seven elements of the marketing mix for services are product, promotion, place, price, process, physical evidence and people. TRUE Diffic ulty: Easy Short Answer Questions 63. (p. 4)Â  What do deeds, processes and performances have in common? Those words together define what a service is. Difficulty: Moderate 64. (p. 4)Â  What do tax preparation services, law offices, dental practices and architects have in common? They are all industries classified as part of the service sector. Difficulty: Moderate 65. (p. 6)Â  What is the key determinant of whether a product is a good or a service? Its intangibility. Difficulty: Moderate 66. (p. 6)Â  Luke Rison has developed a great new massage therapy that can completely alleviate the pain produced by the typical migraine headache. He wants to patent his massages. What is wrong with this plan? A massage is a service. Services are by definition intangible. Intangibles cannot be patented. Difficulty: Moderate 67. (p. 6)Â  Weight loss centers provide moral support and weight-loss aids to those who believe they need to diet. The centers often use before and after pictures of their most successful cases to overcome problems associated with which service characteristic? Intangibility. Difficulty: Moderate 68. (p. 20)Â  Keith overheard two women comparing the way the dog groomer clipped their poodles. One claimed the groomer did not cut the hair between her dogs toes as was advertised, but that everything else about the cut was perfect. The other groused that the groomer left the hair on her dogs tail too long, but at least the hair on his feet had been cut. Which characteristic of service were the two women discussing? Heterogeneous. Difficulty: Moderate 69. (p. 21, 22)Â  Briefly explain why it is impossible to mass produce a service. Services are typically produced and consumed at the same time. Difficulty: Moderate 70. (p. 22)Â  Imagine you own an ice skating rink that operates in Aspen, Colorado. What is your primary concern when considering service perishability? Your inability to create an inventory when demand for your service is low. Difficulty: Moderate 71. (p. 22)Â  Maria Kingsley is a fortune teller. She is concerned because today two of her clients missed their appointments to have her read their Tarot cards and she had plans for the money she would have earned. With which characteristic of services is Kingsley most concerned? Perishability. Difficulty: Moderate 72. (p. 24)Â  A service provider is studying other services to see how they achieve and maintain service quality. The service provider has looked at nurses, concierges, massage therapists and department store customer service representatives. With which element of the services marketing mix is the service provider concerned? People. Difficulty: Moderate 73. (p. 24)Â  Which elements of the services marketing mix are influenced by the techniques used to recruit and train new employees as telemarketers? People and process. Difficulty: Moderate 74. (p. 4)Â  Which element of the services marketing mix is influenced by the health inspectors report that is prominently displayed in all restaurants? Physical evidence. Difficulty: Moderate 75. (p. 24)Â  Which elements of the services marketing mix is being used when the guy preparing pizzas in the front window of an Italian restaurant tosses the pizza dough in the air? People and process. Difficulty: Mod erate 76. (p. 24)Â  An airline is concerned with whether its passengers are satisfied with how their luggage is handled before, during and after a flight. With which element of the services marketing mix is the airline concerned? Process. Difficulty: Moderate 77. (p. 16)Â  How are customers and employees responding to the proliferation of technology-based services? Technology is providing vehicles for delivering existing services in more accessible, convenient, productive ways. Technology facilitates basic customer service functions such as bill paying and order tracking. Technology also facilitates transactions by offering a direct vehicle for making purchases. Technology also gives customers access to a wealth of information. Through self-service technologies, customers can serve themselves more effectively. On the downside, customers worry about privacy and the confidentiality of their personal information. Customer technology readiness is also an issue with some customers who prefer to be laggards. With technology infusion, there is a loss of human interaction, which may be seen as a negative by both customers and employees. For employees, technology can provide tremendous support in making them more efficient and effective in delivering services. Customer relationship management and sales support software are broad categories of software that can aid front-line employees in providing better service. Employees can use the information available through technology to customize services and create greater customer satisfaction. Not all employees are eager to integrate technology into their work life either because they dont want to change or they dont see value in the new technology. Difficulty: Challenging 78. (p. 17)Â  What does it mean when someone says, The Internet is a service? All businesses and organizations that operate on the Internet are essentially providing services-whether they are giving information, performing basic, service functions or facilitating transactions. Thus, all the tools, concepts and strategies learned in studying services marketing have direct application to e-business. Although the Internet has changed how people do business and what offerings are possible, it is clear that what customers still want is basic services. Difficulty: Challenging 79. (p. 20-22)Â  List the four characteristics of service and discuss how each would impact the marketing of a chain of fitness centers that is being started by six former Olympic athletes. Student answers will vary. They need to look at intangibility, heterogeneity, simultaneous production and consumption and perishability issues and relate each to its marketing implications listed in Table 1. 2. The following is a possible answer. Intangibility-If they develop some unique weight-training or aerobic exercise program, they cannot be patent it. Moreover, it could be easily copied by competitors. The service itself is difficult to promote because they can only show the results of using their fitness center. Pricing will also be complex because of the intangibility of service-people have to believe they are getting their moneys worth. Heterogeneity-Employees must be carefully trained and even then inconsistency of service is a possibility, especially if an employee has to work overtime. There are many uncontrollable factors that determine the effectiveness of the fitness center, including the motivation level of the customers. There is no way the athletes can be sure customers are receiving the services exactly as they are being promoted-what if an aerobics instructor is sick. Simultaneous production and consumption-Patrons who sign up but dont attend miss the benefits of the program as do patrons who talk others into boycotting instructors who require a full commitment. Employees who are not committed to fitness and miss exercise classes also can cause problems. Perishability-Fluctuating attendance in terms of time of day and day of week will make it difficult to provide the service. If members are not there at the time the class is offered, that class cannot be resold. Difficulty: Challenging 80. (p. 24, 25)Â  Stakeholders are defined as all the people who have an interest in the success or failure of a firm. With this definition in mind, comment on the following statement: All stakeholders are a part of the people element of the services marketing mix. People who would have an interest in the success or failure of an organization would include its employees, suppliers, stockholders, distributors, legislators and government officials, consumer advocates and people in the community. The people element includes all human actors who play a part in service delivery. Therefore, the two terms are not typically synonymous. The people element of a service is limited to employees and customers. Difficulty: Challenging