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Marketing Final Exam

Want and the quality specifications that management

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Unformatted text preview: an close each gap. ANS: GAP 1 is the gap between what customers want and what management thinks customers want. An important step in closing this gap is to keep in touch with what customers want by doing research on customer needs and customer satisfaction.GAP 2 is the gap between what management thinks customers want and the quality specifications that management develops to provide the service. This gap is the result of management’s inability to translate customers’ needs into delivery systems within the firm, so management should concentrate on implementing service elements to better meet customers’ needs.GAP 3 is the gap between the service quality specifications and the service that is actually provided. Management needs to ensure that employees have the skills and the proper tools to perform their jobs, and training, encouraging teamwork, and hiring employees with the proper attitude can assist in this goal.GAP 4 is the gap between what the company provides and what the customer is told it provides. This is clearly a communications gap, so to close this gap, companies need to create realistic customer expectations through honest, accurate communication about what the firms can provide.GAP 5 is the gap between the service that customers receive and the service they want. This gap can be positive or negative, and providers need to have a better understanding of what customers want and what they actually deliver. PTS: 1 REF: 189-191 Communication KEY: CB&E Model Customer OBJ: 12-3 TOP: AACSB MSC: BLOOMS Synthesis 4. Define core services and supplementary services. Give an example of each for the following services: a wedding consultant, a lawn-care service, and tutoring service. ANS: The service is made up of a bundle of activities that include the core service, which is the most basic benefit being purchased, and supplementary services that support or enhance the core service. A wedding consultant’s core service would be planning a wedding. A supplementary service might be promising an error-free wedding. The wedding consultant could also include additional services like honeymoon planning. The core service for a lawn-care service is a green, mowed yard. Supplementary services could include cleaning the driveway, planting and maintaining flower borders, and watering when the home owner is out of town. The core service for a tutoring service is education. Supplementary services could include mentoring, improvement in other classes than the one for which tutoring is needed, and a better self-image. Students, of course, should generate many additional answers. PTS: 1 REF: 191 Communication KEY: CB&E Model Product OBJ: 12-4 TOP: AACSB MSC: BLOOMS Synthesis 5. What are the five key issues to remember when developing distribution strategies for service organizations? ANS: Convenience to customers Enough outlets to satisfy customers’ needs Whether to provide direct or indirect distribution Location of service Scheduling of when serv...
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