Chapter 9: Balancing Demand against Productive Capacity
1. Which of the following is NOT one of the conditions that fixed-capacity firms may face?
a. Excess capacity.
b. Demand exceeds desired capacity.
c. Demand and supply are well-bal
Q) What does the company do to build and retain customer loyalty? What does the
company do to build customer relationships?
Air Arabias mission is To revolutionize air travel in the region through an innovative Business
approach offering superb value for
EXAMPLE QUESTIONS FOR FINAL EXAM
Multiple Choice Questions:
1) Marketing communications in services can create problems for frontline staff if they do
not ensure that there is:
an integrated marketing communications (IMC)
a specialist publi
1. Service companies can close provider gap 4 by doing all of the following EXCEPT
A) Avoiding over-promising in advertising
B) Adequately educating customers to use service appropriately
C) Conducting market research
D) Viewing all of its external commun
MARK 270 MCQ In-session Test 2 Wong Keng Yann
1. When is a biased interpretation likely to occur during a discussion of a new restaurant?
A. At the beginning of the conversation.
B. When one party uses nonverbal communications.
C. When one party uses word
MARK270 Tutorial Task Week 3
A Disappointing Experience
Source: Lovelock, Patterson & Walker (2007, p.91)
Break into groups (maximum 4 students) and prepare answers to the questions below. At
the time indicated by your tutor, participate in a class d
MARK270 Tutorial Task Week 4
A Satisfying Experience
Source: MARK270 Week 4 Lecture
Break into groups (maximum 4 students). Select one student who will be the
customer. The other group members will be the researchers.
Conduct a critical incident stud
MARK270 Tutorial Task Week 12
Source: MARK270 Week 12 Lecture Slides
This weeks lecture examined five communication challenges in services marketing. Your
task is to determine what the owner of a childrens activity centre shoul
Wong Keng Yann 4805689
Karen should not perform relationship marketing because the customer base of Karens business are
price sensitive. These customers are very sensitive to price of the service, when the price of the
service increase a
MARK270 Tutorial Task Week 2
Source: Week 1 Lecture Slides
This weeks activity examines the distinguishing characteristics of services in the applied context
of a full service car wash business. Break into groups (maximum 4 st
MARK270 Tutorial Task Week 7
2. Service Blueprints
2. Service Blueprints
Source: Week 7 Lecture Slides
Break into groups (maximum 4 students) and develop a service blueprint for a typical
beachside cafe by foll
MARK270 Tutorial Task Week 8
This week involves taking a field trip to service delivery locations on campus. Break into
groups (maximum 4 students) then your tutor will assign a different location to each group.
Visit your assig
Summary dissatisfying incident
Critical incident occurred in Adventure Cove
waterpark on June 2015.
Incident took place in the hospitality industry.
Customer found it dissatisfying as her expectation
and the perceptions were not aligned.
The employees la
MARK270 Services Marketing 2015
GUIDE FOR CRITICAL INCIDENT STUDY: PART A
This assignment uses the critical incident technique to examine a dissatisfying service incident. The
task involves describing and analysing the incident an out-of-the-ordi
Make Your Service Fail—Safe
Richard B. Chase ° Douglas M. Stewart
NE OF THE MOST USEFUL CONCEPTS OF THE MOVEMENT IN
MANUFACTURING IS THE APPLICATION OF POKA-YOKE, OR FAIL-SAFE,
methods to prevent human errors from becoming defects in the end prod—
List the five dimensions U.S. customers use to determine service quality.
Reliability, responsiveness, assurance, empathy and tangibles.
Service encounters that occur without any human contact are referred to as impersonal encounters.
Benefits of service guarantee
According to Christopher Hart, service guarantees provide the following powerful platforms for
promoting and accomplish service quality:
By delivering service guarantees, firms are forced to focus on customers want a
Identify and explain the four distinguishing characteristics of
services. For each characteristic, also identify the main implications
for a beachside caf and outline what the caf owner could do to
help manage that implication.
Question: Which of the following is the correct action for a firm to take that
wants to take that wants to reduce demand and has insufficient capacity?
a. Take no action.
b. Consider override for most desirable segments.
c. Consider priority sys
PEOPLE, TECHNOLOGY, STRATEGY
Distributing Services Through Physical And
Overview Of Chapter 5
Distribution in a Services Context
Options for Service Delivery
Place and Time
Customer Decision Making:
The Three-Stage Model of
MARK27O Critical Incident Report Feedback
Late Submission of Report N/A IZ/Applicable El -
Deviation from format/structure N/A [Z/Applicable I:] -
Referencing not used correctly N/A [2’ Applicable I]
Total Mark Awarded m
See pages of report
MARK270 Service Marketing 2015
Critical Incident Study
This report frames a critical incident that took place in Adventure Cove Waterpark in June. In the
course of the interview it can be understood that the experience the customers had
1. Critical incident description
My dissatisfying incident occurred on 21 June 2015 at Adventure Cove Waterpark,
Resorts World Sentosa within the hospitality industry. That was the day I brought my
relatives out who were from abroad
MARK270 Tutorial Task Week 10
Self-Service Technology (SST)
This weeks task relates to the adoption of SST. Imagine that you are the manager of an
independent grocery store. Youve seen the self-service registers at Woolworths that
customers can use t