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Strategic Marketing Management
, Second Edition
Carol H. Anderson, Rollins College, Emerita
Julian W. Vincze, Rollins College, Emeritus
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| | Chapter Exercises
Chapter 9: Services Marketing Strategy
- What role does the service sector play in the growth of the U.S. economy?
- On what dimensions is the marketing of services uniquely different from the marketing of tangible goods?
- What factors are involved in deciding the level of primary and ancillary services that should be offered?
- How is "value" defined within a services marketing context, and how does this fit into the strategic planning process?
- What are the major service marketing issues, and what are some specific ways that marketers can address these issues?
- What are the steps that are generally followed in the service design process, and what is the relevance of each step to ensuring a successful service strategy?
- Who sets the standards for service quality, and how are these standards determined?
- What organizational factors must be integrated into the design of a service to ensure its successful implementation (including personnel issues)?
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