Chapter 14 Flashcards
Josh’s teachers describe him as a mathematical genius. His parents did not get any education
after high school. They have hired Josh a tutor even though they do not understand why Josh
needs to understand string theory and quantum physics. The tutoring that Josh receives has a
high degree of ________ for Josh’s parents.
mental impalpability
The reason Sophia chose to stay at a particular chain of bed & breakfast inns was because its
web site promises free breakfast at any inn that did not offer a wake-up service. When Sophia
stayed at one of the chain’s inns, she was allowed to oversleep and missed an important sales
call even though she had asked to be awakened at 7:00 AM. The inn manager told her that his
hotel did not offer a wake-up service and apologized for her inconvenience. He did not offer her a
free breakfast and Sophia swore never to stay at the inns again. The chain of inns needs to:
Coordinate its external communications
A chiropractor published a newspaper insert ad that contains almost 1,000 words and described
in detail how he has helped patients who have been diagnosed with rheumatoid arthritis and
other debilitating diseases to the point where they no longer have to rely on medication and no
longer need to have any assistance when walking. The chiropractor is ________ to address
service intangibility.
Using narrative
Emory Vision Center has a packet of information that it sends to people who are interested in
LASIK surgery. The center also has a doctor available to speak to organizations about how vision
can be corrected. In addition, it publishes a newsletter called The Visionary in which it offers
family discounts, clarifies patient expectations and notes awards and honors the center receives.
The center also manages a web site that contains news on the latest innovative research
techniques. Through its communications with current and potential patients, Emory Vision Center
is:
Managing customer education
By involving employees in cross-functional teams to align their jobs with end customer
requirements, a service firm is:
Managing internal marketing communications
When Selena purchased a new refrigerator from Sears, she was told by the salesperson that the
refrigerator would be delivered to her apartment on Thursday between the hours of 1:00 p.m. and
3:00 p.m. However, the refrigerator was not delivered until 4:00 p.m. on Friday. The late delivery
caused Selena to be dissatisfied with Sears’s delivery service. Selena’s dissatisfaction with
Sears’ delivery service resulted from:
Inadequate management of service promises
Cable TV companies that offer subscribers different programming packages are:
Creating tiered-value service offerings
Every functional area in a Marriott Hotel operates under standard operating procedure manuals
where all processes and services are carefully documented. Housekeepers, for example, must
perform 64 required steps in cleaning a room. These specific guidelines result in uniformly clean
rooms anywhere in the Marriott Hotel chain. By having specific guidelines for cleaning a room,
Marriott is avoiding one of the problems associated with:
Inadequate internal marketing communications
Cookies is a retail store where customers host parties for guests to bake and decorate cookies.
Children attending a party staged at Cookies were upset when the adult owners of the store did
all of the baking while they watched. The store owner’s insurance provider had told her that she
was not covered if a minor was injured on her premises. The children’s disappointment was a
result of:
Inadequate management of customer expectations
Mike hurt his back and has to go to physical therapy every other day. He has a series of
exercises he is supposed to do on the days he does not see the therapist. After two months,
Mike was not feeling any better and complained to the therapist who at that point realized Mike
was not performing all of the stretching exercises that he should be at this point in his
rehabilitation. Mike had been handed a booklet when he started his therapy. Because he had
only been instructed in how to perform some of the exercises in the booklet but not all of them,
he had thought he was not to do the others. Mike feels like he has been wasting his time. The
service provider has erred by:
Providing inadequate customer education
Eddie Bauer, a catalog retailer, offers customers three different delivery options: 5 to 7 days via
standard delivery; 3 to 4 days via express delivery; or 2 days via express plus delivery. The
delivery rates are higher for faster service. For example, on orders over $75 standard delivery is
$9.95, express delivery is $15.95 and express plus delivery is S18.95. By offering different
delivery options, Eddie Bauer is:
Managing customer expectations
Because he has a busy practice, new patients for dentist Dr. Kirby Brown are informed that,
unless there is an emergency, the first available appointment will be in three months. If they
accept the appointment, they will be reminded of their appointment by a courtesy call. This first
visit will take about an hour. On this visit, their teeth will be cleaned and x-rayed, their gums will
be examined and the dentist will talk to them about future dental treatment needs. Dr. Brown is
________ to manage customer expectations.
Making realistic promises
By guaranteeing that all participants in its dance classes will be able to do the foxtrot by the end
of their first lesson or their money will be refunded, the Fred Astaire Dance Studio is:
Managing customer expectations
