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Unformatted text preview: to the variability of the inputs and outputs of services, which causes services
to tend to be less standardized and less uniform than goods.
KEY: CB&E Model Product OBJ: 12-2 TOP: AACSB Reflective MSC: BLOOMS Application 121. Refer to Grizzly Watching. If Great Bear Nature Tours rated and rewarded its tour guides based
on the number of bears seen by guests, the tour guides might be willing to accept more risk in
seeking out the bears than guests would really want. This could result in which service quality
A gap between what customers want and what
management thinks customers want
A gap between what management thinks
customers want and the quality specification
that management develops to provide the
A gap between the service quality
specifications and the service that is actually
A gap between what the company provides
and what the customer is told it provides
A gap between the service that customers
receive and the service they want
The lodge has set a quality specification based on what it thinks guests want, number of bears
seen, when guest want to see bears, but not in unsafe situations.
KEY: CB&E Model Customer OBJ: 12-3 TOP: AACSB Reflective MSC: BLOOMS Application 122. Refer to Grizzly Watching. The height of the bear-watching season is in the fall during salmon
spawning season. Tourists love to watch bears capturing salmon as the salmon swim upstream to
spawn. If a bear-watching tour lodge raises its prices during this season, it is practicing: a.
e. revenue-oriented pricing
target market pricing
cumulative pricing ANS: B
Operations-oriented pricing seeks to match supply and demand by varying prices.
KEY: CB&E Model Pricing OBJ: 12-4 TOP: AACSB Reflective MSC: BLOOMS Application 123. Refer to Grizzly Watching. Instead of pricing guests separately for their room, breakfast, tours,
and so on, Great Bear Nature Tours charges a _____ price of $1,418 per night, including bearwatching tours.
Prices that reflect multiple aspects of related services are termed bundled prices.
KEY: CB&E Model Pricing OBJ: 12-4 TOP: AACSB Reflective MSC: BLOOMS Application 124. Refer to Grizzly Watching. At Great Bear Nature Tours, the owners are careful to treat both guests
and employees very well. In fact, some employees have commented that the employees are
treated like they were guests. This is an example of:
knowing your target market
Internal marketing means treating employees as customers.
KEY: CB&E Model Strategy OBJ: 12-6 TOP: AACSB Reflective MSC: BLOOMS Application ESSAY
1. Compare and contrast search quality, experience qual...
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This document was uploaded on 09/29/2013.
- Fall '13