Service Literature Review

Service Literature Review
This chapter discusses literature review of theories and models and conceptual framework which is
evidence of the study variables – Quality of service and customer satisfaction. The definition of
Service, quality, customer satisfaction, the concept of quality of service, and the relationship
between service quality and customer satisfaction is briefly discussed.
2.2 Theoretical Review
2.2.1 Service
The concept of service comes from business literature. Many researchers have proposed different
definitions of service. Ramaswamy (1996) defined service as "business dealings that take place
between the service provider (Donor) and the receiver (Client) to produce a result that satisfied the
customer. According to Lovelock & Wirtz (2011) services are economic activities provided by one
party to another. in exchange of money, time and effort, service customers expect the value of access
to property, labor, professional skills, facilities, networks and systems; but they do not normally take
ownership of the physical elements ... Show more content on Helpwriting.net ...
Whereby, Gronroos (1990) pointed out that A service is an activity or series of activities more or less
intangible nature that normally, but not necessarily be done in collaboration between employees and
/ or customer service provider's systems and services, provided as solutions to customer problems.
According to Lakhe and Mohanty (1995) A production system where they are transformed,
processed and value of different entries added to produce certain products that have utility for
service seekers, not only in an economic sense, but to sustain the life of the human system in
general, even may be for the sake of pleasure. Meanwhile Kotler defines service as "an intangible
act or benefit that party to another offer that is not reflected in the ownership of anything" (Kotler &
Keller, 2009, p.
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Services Marketing Integrating Customer Focus Across the Firm
services marketing integrating customer focus across the firmChapter 01
Introduction to Services
Multiple Choice Questions
1. (p. 4) In the simplest terms, _____ are deeds, processes and performances.
A. Attributes
B. Experiences
C. Services
D. Goods
E. Benefits
Difficulty: Easy
2. (p. 4) The maintenance contract offered by Sears on its Kenmore refrigerators, dishwashers and
microwaves is an example of a(n) _______.
A. Service
B. Experience
C. Attribute
D. Good
E. Benefit
Difficulty: Easy
3. (p. 4) When Heather goes to the local gym, she has a personal trainer who helps make sure she is
using the equipment correctly. The personal trainer is an example of a(n):
A. Service
B. Experience
C. Attribute
D. Good
E. ... Show more content on Helpwriting.net ...
Which trend that influenced the development of services marketing concepts and strategies is
illustrated here?
A. The increasing importance of service industries to the U.S. and world economies

B. The increase of government regulation of professional service industries
C. The growth in database marketing
D. Increased competition in professional services
E. Professional firms are placing increased emphasis on providing services
Difficulty: Easy
12. (p. 10) Which of the following statements about services is true?
A. A service economy produces services at the expense of other sectors
B. Service jobs are low paying and menial
C. Service production is labor intensive and low in productivity
D. Service is a necessary evil for manufacturing firms
E. The skills needed for managing services differ from those used for managing manufacturing
businesses
Difficulty: Easy
13. (p. 14) Without good mailing lists, businesses cannot engage in effective direct–marketing
advertising. On average 20 percent of the U.S. population moves annually. Return Path is a
company that provides changes of addresses to businesses. It takes a business's mailing list,
compares it to address changes that it gathers daily in its database and makes any necessary
corrections. Return Path is a part of which trend in the services marketing industry?
A. The increasing

Hospitality Service Essay
To identify the unique characteristics of the hospitality and tourism product and discussing their
implications in achieving service excellence in the Hospitality Industry.
Introduction
Service excellence is an extremely important for the Hospitality and Tourism Industry as the
cornerstone of the foundation of this business. Business depends on travellers; they are number one
for prosperity and for future development of a customer– focused Industry. Sarah Cook proposes
that "good service is meeting customer's expectations". (Cook, 2011, p. 17). She shows that
excellent service is exceeding customer expectations and "to provide world class service needs to
improve the total relationship with the customer, the customer experience, improving the process
through which is delivered to the customer". (Cook, 2011, p. 17). Most people's definitions will be
based on personal experience. Put simply, providing service excellence in the hospitality industry is
about ensuring the guest is happy with the product and its delivery during the product delivery
period, but also that they retain happiness with the product after the product delivery period is over.
Disney Institute declares that Service Excellence means exceeding customers' expectations and
paying ... Show more content on Helpwriting.net ...
has become a top priority for all hospitality, tourist companies, hotels and restaurants today. It is an
undeniable fact, that leaders and managers of hospitality and tourism businesses should be prepared,
well–qualified and lead their companies and staff with the help of modern technologies and
programmes as Totally Quality Management, professional knowledge and management skills in
order to maintain a creative and motivated team able to produce and replicate successful

Analysis Of Theodor W. Adorno 's ' The '
about the world around us, even just for a moment. This boldly claims a kind of autonomy for art,
but one that is distinct from Theodor W. Adorno's conception and more in–line with the affirmative
notions the aesthetic impulse. As such, the kind of aesthetics that I am eluded to here is not just a
state of contemplation. It is much more. As Cramerotti describes in his aforementioned essay, 'it is
rather the capacity of an art form to put our sensibility in motion, and convert what we feel about
nature and the human race into a concrete (visual or bodily) experience'. It is useful to introduce
Deleuze's categories of the 'actual' and the 'virtual' and put them into motion. In his 1968 text
'Difference and Repetition', Deleuze explains that 'the virtual is not opposed to the real; it possesses
a full reality by itself. The process it undergoes is actualisation. It would be wrong to see only a
verbal despite here: it is a question of existence itself'. Deleuze's category of the 'virtual', the realm
of affects and Paterson's documents of darkness are united in their intangibility and their capacity to
move the spectator beyond the familiar. Collectively, these forces harness the ability to transport the
viewer to another time and place.
In his 1992 text 'Chaosmosis: An Ethico–Aesthetic Paradigm', Guattari describes this capacity as an
'ethico–aesthetic' paradigm, which pertains to subjectivity as well as art. He argues that 'new
complexes of subjectivation become possible'

Case Study Of Hospitality
One might attempt to define hospitality as the welcoming action towards tourists that visit a
particular area and the activity in which the hosts offer refreshments, meals and entertainment
(Webster, 2015). People enter voluntarily in the contemporary way in which people help to
accommodate tourists and supply food and beverages (Brotherton and Wood, 2000). Another way of
adding to what hospitality may mean are the manners and knowledge that a host has in order to
satisfy the customers' needs (O'Connor, 2005). Hospitality has been characterized as being the
pleasant and kind hearted greeting of visitors by the local community and the relationship that is
made between the host and guest (Oxford English Dictionary, 2015; King, 1995). Locals also ...
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It can be explained as the division between two very important sectors of accommodation and food.
People will pay a good amount of money in order to be accommodated somewhere that will provide
them with shelter and safety, when away from their usual surroundings. The guests will also need to
dine while away from home as they will be unable to prepare their own food each day (Clarke and
Chen, 2007; Jones, 2002). In general customers are willing to purchase products from the industry
and expect excellent standards of service in return which have been characterized by 4 features. The
intangibility, perishability, inseparability and heterogeneity (Kandampully et al, 2001; Sasser et al,
1978; Robinson and Jones, 2012; Kotler et al, 2013; Reif et al,

Marketing Plan For An Exclusive Market Essay
A marketing plan is not a list of marketing ideas from which you haphazardly choose various
concepts to test or combine for trial–and–error experimentation. A plan is an essential business tool
for hospitals, medical groups or provider practices to attract patients and consumers. Marketing in
health care has shifted directly to consumers and patients.
As discussed by Thomas, R. K. (2015), marketing uses a mix to of variables to influence users of an
exclusive market. Marketing health care services are about how you position the organization to
satisfy the needs of the market. Four critical elements of marketing that businesses should take into
consideration when implementing any strategic plan for healthcare services are:
Product. The right product to satisfy the needs of your target customer.
Price. The right product offered at the right price.
Place. The right product at the right price available in the right place to be bought by customers.
Promotion. Informing potential customers of the availability of the product, its price and its place
Introduction
There has been a shift in paradigm from the four "P"s of traditional marketing, initially defined by
Philip Kotler in 1960, to the Five I's: Intangibility, Inconsistency, Inseparability, Inventory and
Interaction in the service industry that healthcare marketing should take into consideration. This
discipline of 1to 1 marketing has created a focus on the patient and the customer. Promotions in the
service industry can be

Marketing and the healthcare system
Assignment1: Marketing And The Healthcare System
HSA305
Determine the direct impact of marketing for the health care provider you selected. Midland
Association for Retarded Citizens (MARC) consumers/clients need considerably more care, requires
twenty–four hour supervision by a licensed nurse, CPR certified direct staff and often suffers serious
health problems. The residents HCS of MARC requires help with very simple tasks such as;
walking, eating, and taking medications. But the ICF of MARC residents are more self –sufficient.
Countless numbers of facilities require a lot of individual attention must share rooms and their
privacy is limited. A majority of the patients are born with the disabilities and spending time ...
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Pricing is one of the most important elements of the marketing mix for the MARC. It is the only one
of the components that generates revenue, while promotion, place, and product generate cost.
Producing, designing, distributing, and promoting products come with expenses.
Marketing mix is used at the MARC facility to develop and implement a plan to achieve
organization goals. The four variables product, price, place, and promotion are within the
organization's control and therefore, the mix of those four elements are key in marketing decisions.
Marketing mix is the combination of all the experiences, tools, innovations, and creativity that the
MARC uses to make consumers their clients. All four P's are needed in a marketing mix they should
all be tied together. Revenue, while promotion, place, and product generate cost. Producing,
designing, distributing, and promoting products come with expenses.
Marketing mix is used at the MARC facility to develop and implement a plan to achieve
organization goals. The four variables product, price, place, and promotion are within the
organization's control and therefore, the mix of those four elements are key in marketing decisions.
Marketing mix is the combination of all the experiences, tools, innovations, and creativity that the
MARC uses to make consumers their clients. All four P's are needed in a marketing mix they should
all be tied together. Pricing for the services

Classic Airlines' Marketing Challenge
Classic Airline's marketing challenge.
To acquire a new customer is far more costly than to maintain an existing one. This is phenomenon
every company is well conversant, be it in the service industry or otherwise, this phenomenon is
clearly evident to classic airlines which is facing challenges of increasing its service value in the
context of a learner consumer budget. Many jobs in the travel industry are being downsized as a
result of e–commerce. This has resulted to many players I the industry to use this as an opportunity
to leverage their proven techniques in improving their customer relationship management (CRM)
systems, in order to introduce a planning process which will increase customer loyalty.
To achieve this however companies must use all possible resources available at their disposal to
maximize growth and profitability by putting their eye on strategic marketing., this entails informed
market forecast potential and future demand which can be achieved by establishing long term
marketing objectives.
Classic airlines in this case are facing an organizational issue in respect to its external and internal
programs which have not been able to satisfy the needs and wants of stakeholders. This has resulted
in the shift of customers to other airlines in the quest to satisfy their needs; as a result the company
has recorded poor sales and hence poor profits (milaly tokhi).
Lack of innovation and rising costs are the major reasons why the company is facing such

My First Assignment Analysis
I would have to be honest in saying that over the course of my college career, my standard of
writing has seen a fair amount of variation. In courses where I observed that the instructor was not
as rigorous in grading writing assignments, I allowed my writing to become more lax. This was
evident when I received the grading and comments for the first assignment for this class. My grade
was decent, but after analyzing the feedback, I knew that I was capable of producing better work.
Many of the mistakes made were thoughtless, avoidable errors. The dissatisfaction I felt towards my
efforts on the first assignment motivated me to strive for better results on future assignments. While
I did not have very many serious issues to address in my writing, I felt as though the few
improvements that were made have a significant impact on my quality of writing.
The first assignment addressed the factors of inseparability, intangibility, perishability, and
variability in regard to the hospitality industry. The two mistakes I ... Show more content on
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For this reason, tone was also not something that I expected to lose points for. Initially, when I saw
the comments about the tone of my writing, I was unsure of what it what it meant. As I continued to
see this notation marked throughout my paper it began to make more sense. There were several
instances throughout my paper where I wielded an overly strong tone. This could be seen through
the use of phrases such as "you cannot," "absolutely," and "there is no way." Fortunately, there was a
paragraph in my paper which was identified as having a more appropriate tone. By contrasting the
nature of the tones in my paper, I was able to discern which tone was a better fit for the particular
paper. Once I was able to recognize this issue in the first assignment, I found that tone was much
easier to manage in future

Service Encounter Report
Service Marketing
Service Encounter Report
Assignment 2
Name: Sun Yi
Due day: 19/09/2012
Letter of transmittal
Dear CEO
As an employee of the hotel, I hope this report can help the hotel's long–term development, improve
a lot shortcomings and defects of service, and improve staff quality, service attitude and service
level, increase the competitiveness of the hotel.
In recent years, there are more and more competition for hotel, peripheral consumption level
unceasing enhancement, I believe that the management also felt the pressure by competitors, as a
large hotel, it is necessary to improve the competitiveness, first of all，we must considerate the
service marketing. We are the ... Show more content on Helpwriting.net ...
In services, marketing is not just Marketing Department, it involves the entire organization, the
traditional marketing model that is 4 p marketing mix is not used in industry, Relationship marketing
is a long–term strategy, the purpose lies in the development and strengthening, lasting customer
relationship. In relationship marketing, interactive marketing is the key, and the interaction is the
characteristics of the service in, so that is easy to understand service marketing is developed on the
basis of relationship marketing
3. Characteristics of Tourism hotel service marketing a) Expand the service product extension. Hotel
service is a kind of comprehensive products, from the point of view of guests, guests consumption in
the hotel don't like buying television, refrigerator that for a specific material products, but in the
hotel guests will get a group of integrated products. Such as material products part (the actual
consumption of material products, such as food, beverage); Guests sensory part (through the sight
and hearing and touch, smell of equipment furniture, environment atmosphere, service technology,
the quality of service experience); Guests psychological feel part. The guests' hotel product quality

evaluation, is essentially on the above three parts of the comprehensive evaluation. b) The
interactive process of guests with

Service Marketing On Bank Of America
Jaquelle, Silam, Silas, and Trang
Service Marketing on Bank of America
Based on service Intangibility
Unlike goods, services are typically produced and consumed simultaneously. The service and
provider are always linked together. Banking is one of industries need much more services.
Employees, Email, ATM, Online banking are the vehicles that the bank uses to deliver their services
to the customers. "Products are tangible while services are intangible in nature. Intangibility of
services is derived from the fact you cannot see or touch service. A service is made and delivered on
spot and hence it cannot be measured as easily as a tangible product as you know."
Intangibility of services can be explained by a clear comparison between those ... Show more
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Marketing an intangible product becomes even more difficult in the Bank of America. The ability to
a branch to render quality services is very impossible to market. How can you grade one branch
against the other, because there are thousands of branches of Bank of America out there and the
success of banking also depends on the ability of the customers to corporate. Thus, in such a case,
you need to market customers results to bring attention to Bank of America and the employees. You
need to show the excellent results which the employees has given because the service in itself is
intangible service. Another problem due to intangibility of service is that services cannot be stored.
The intangibility of services is the dominant characteristics of services and biggest challenge for
marketers as well as service product owners. There are five main characteristics of intangibility of
services:
Service cannot be touched
There is no precise standardization method for service
Services cannot be patented
There are no inventories in service
The consumer is part of the service process because he consumes the service. Thus, either the
service must go to the customer or the customer has come to the service e.g. Bank of America
Overall, intangibility of service is a challenged being faced by many marketers, and marketers,
being smart as they are, have always countered this problem by being more innovative so that they
can

A Study On The Micro Brewing Industry
Develop the Experience The micro brewing industry emerged because people wanted to promote the
production of better quality beer, as opposed to the mass–produced beers that dominated markets
(Eberts, 2007). Bench Brewing perfectly captures this with their product and the ingrained values of
their company: making fresh beer by using the agriculture around them. In order for Bench Brewing
company to provide a memorable visitor experience and create brand advocates, they must develop
the experience. The 'Raw to Refined' experience should comprise of a walking tour of the Bench
Brewing grounds and finish in a seated tasting room. Leveraging the agricultural aspect of the
brewing process is imperative throughout the tour because of Bench's ... Show more content on
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From there, the tour can lead into the facility where the brewing process begins. To ensure that the
tour guide does not overload the visitors with information and still retain the interest of those who
are perhaps not as well–versed in brewing, speaking in simple terms will ensure inclusivity and
accessibility. Bench could also invite the visitors to smell the various components during the
brewing process. One example is the coolship section; guests should be able to see the coolship in
action while the tour guide explains the process of spontaneous fermentation. The tour guide can
also describe how these local yeasts provide terroir and are unique to the region, which allows for a
distinct flavour to develop in each brew. Afterwards, visitors can see the 'foeders' and learn a little
bit more about barrel aging beer and the incredible amounts of volume that Bench can process.
At the end of the tour, the visitors can be asked to fill out a newsletter or email opt–in about updates
from the brewery. By this point, the visitors will settle in the tasting room at the picnic tables, where
a tasting room staff could come by and engage the visitors in conversation to identify their needs
and interests. Establishing a meaningful relationship can lead to ongoing relationship activities and
spur visitors to make a return visit (Carlsen & Boksberger, 2015). Another aspect of importance is
how the farms and

Contemporary Issues Of Hotel Management Essay
BX772102 CONTEMPORARY ISSUES IN HOTEL MANAGEMENT
Hotel Brand Strategy
Critique Article # 1
Sagar Sharma
1/2/2015
The critique of the article has been done to identify some assumptions that are being made by the
authors, further challenging them and proving the point to be valid or not.
Assumption 1. In the given article the authors have discussed about the effects of branding of a hotel
on its existing and potential guests as well as the owners or management. In this assumption the
authors strongly believe that the customer satisfaction is strongly being affected by the franchising
strategy of the brand adopted by the franchisees.
Evidence by the author
Although the assumption made by the authors clearly says that franchising strategy of brand has
negative effects on the customer satisfaction but he evidence provided by the author in support of
the assumption partially agrees and partially disagrees with the assertion. According to a study
conducted during the years 2000 to 2003 for two hotels (La Quinta Inn & Suites and Westin Hotels)
a decline of 2.6% in guest satisfaction was seen when La Quinta Inn & Suites franchised 25.8% of
its total hotels whereas on the other hand an increase of 6.4% in guest satisfaction was registered
when Westin group franchised 9.6% of its properties.
Challenging the assumption According to me the assumption made by the authors is absolutely
valid. In the current scenario the guests have become more demanding and brand conscious. I

Aravind Case Study Paper
Marketing of Healthcare Services: Case Study of Aravind Adam Ikli Walden University Prof: James
Gillespie MMHA 6800 Marketing of Healthcare Services: Case Study of Aravind. Introduction It is
completely legal for any citizen to seek medical attention at liberty, but the task of explaining the
need of acquiring medical services when needed has been proven to be arduous. Marketing
healthcare services is one of the hardest tasks to deliver in the healthcare industry. Aravind case
study is a perfect example that can illustrate how challenging this task can be. In this paper, I will
address the Aravind Eye Care System, while examining the 5 ... Show more content on
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However, as realized by Aravind's manager, the uptake of services in the rural area declined due to
lack of awareness. The decline was predominant, since awareness is a crucial vehicle of marketing.
The rural population was supposed to be informed about the necessity of eye care, and educated on
why surgery should be considered as the best possible solution in some circumstances. The lack of
awareness became a major issue when the doctors realized that cataract was the major problem and
the only solution was surgery. It was indeed very challenging since there is no alternative other than
providing the quality of care that best suits the patient. Inconsistency Even though the case study
doesn't specify on cases of inconsistency during service delivery, some events make the hospital's
personnel prone to inconsistency. The healthcare journal defines inconsistency as the inability to
offer the replica of services to the patient due to nature of treatment. Firstly, there is an increased
number of doctors in the hospital. The subordinate staff includes village girls aged between 17–19
years old. These young women are expected to help professionals on their assignments. It is highly
likely that the existences of circumstances when targets are not met is due to the clash between the
high number of experts. Secondly, it is evident from the case that

Essay on Pepe le Moko
Julien Duvivier's film "Pépé le Moko" is a remarkable story, and a powerful personal account of
French colonial life. The socio–political subtext of the story is an important one, which brings to the
forefront the particular allure of
Casbah and the idiosyncrasies of its inhabitants. This subtext of the narrative connotes the desire and
fascination with the exotic. Jean Gabin's character is a thief, who while running from the law
becomes immersed in the maze of the city of Casbah. In light of Edward Said's ideas of Orientalism,
specifically in terms of the cultural exchanges that take place in the affiliation of colonialism, the
foreign element (as an "other") can become a model with which Western civilization defines itself.
The ... Show more content on Helpwriting.net ...
The intersection of this similarity is in the fact that the girlfriends taken by most of the members of
his gang are native women, and correspondingly the way that the native women are shown
occasionally as prostitutes. The magnetism that is created around Pépé and Gaby is related to this.
His fascination with her is an exhibition of his longing for the familiarity of Paris and the sanctity of
his past, a familiarity that is distant to him in Casbah. In her, Pépé is reminded of life outside the
walls of Casbah. His gradual rejection of Ines in favor of Gaby suggests his shifting disposition and
his consuming desire for Paris, possibly even a disgust of the colonialist enterprise on a deeper level.
Gaby's jewelry is a constant reminder of these ideas. The diamond is one of the most readily
identifiable symbols of the colonial process, a reminder of the exploitation of resources by the
British in
South Africa. Gaby is attracted to Pépé in a similar way. The radical distinction that he embodies as
a gangster differentiates him from the upper–class, mainland
Frenchmen that she would typically be acquainted with.
The fragility of Pépé's relationship with Gaby is that it is on the verge of intangibility. On the
average day she could just as easily be his victim, as the cash value of her jewels are the main focus
of the gang.

Discuss The 4 Characteristics Of Services
Qns: Discuss the 4 major characteristics of services and the marketing strategies available for the
service organization.
Qns: What are the primary differences between product and services? Give examples that highlight
these differences between product and services. Give examples that highlight these differences and
provide examples of hybrid offer.
Qns. Using a service example of your choice, explain how the service company can deal with
intangibility, inseparability, variability and perishability.
Four Major characteristics of services:1) Intangibility
2) Inseparability
3) Variability
4) Perishability
Intangibility
*Lack of tangible assets which can be seen, touched, smelled, heard or taste prior to purchase. E.g.,
education, air ... Show more content on Helpwriting.net ...
Hotel rooms that go unoccupied for the evening cannot be stored and used it at a later date
*Caused the reverse to occur where the demand is greater than supply. E.g. Airline does not have
enough seats for everyone
Contrast
*Products can be mass produced and stored in the warehouses until consumer are ready to purchase
*The ability not creates an inventory of the good that will eventually be purchased by the consumer
means that production and consumption of the good can be separated in time and space. E.g., in the
case of a pair of jeans does not sell today, a retailer can store it and sell it at a later time

Hybrid Offer
*In a fast food restaurant, they can inventory part of their service process example, inventory
hamburgers for a limited period of time
*However, the outlet cannot inventory the entire service experience, the counter staff still need to
serve the customers with the hamburgers and the hamburgers cannot be saved for the next day
*To reduce perishability, the airline must develop strategies to cope with fluctuating demand. This
goal can be accomplished by making simultaneous adjustments in demand, supply and capacity
*One method of adjusting the demand is that the airline company can reduce the price or offer
promotions during the low peak season to attract

Intangibility Case Analysis Of The American Express Company
Case Summary:
This week's case discusses gratifying millions and millions of consumers worldwide along with the
customer service adversities comprised meanwhile as annual profits surpass $40 billion along with
business operations amounting to 900 billion. The American Express Company is an American
multinational financial services. The corporation is headquartered within the Three World Financial
Center in New York City.
The company employs over 65,000 nationwide. For 167 years, American Express has managed to
remain operational. Although, the firm become famous for its business with credit cards in the
1950's. Throughout its years, the company have broaden its amenities not only to business
personnel, but to include small businesses partners and corporate employees. American Express
works diligently creating new avenues to reach consumers. Lately, the company has increased their
social media noise surrounding Facebook, Instagram, Snapchat, and Twitter. Lastly, the
corporation's advertising produces many promotional opportunities as other competitors are
competing for consumers to become their cardholders daily.
Key Marketing Issues Intangibility – This simple attribute sates that a service is nor physical and
cannot be observed by any of the physical senses. The problems Intangibility potentially causes are
as followed: The inability to protect the business through patents, the impossibility of the store,
pricing complications, and the incompetence to exhibit

The Mythical Man Month By Frederick P. Brooks Jr. Essay
Introduction This paper will be used to present one of the project problems mentioned in the text of
the book "The Mythical Man Month" by Frederick P. Brooks Jr. In addition, I will present my
answers to the questions about the intangibility of the software and the increasing cost connected
with higher reliability requirements. The last part presents my views which dependability attributes
could be most crucial in four real life systems. Body Question 1: Using The Mythical Man Month
reading found on the course homepage, read the project problems mentioned in the text. List the
difficulties and errors that occurred in these failed programming projects. One of the project
problems mentioned by Brooks Jr. in Chapter 12 of his book "The Mythical Man Month" is the
problem with program maintenance. According to him fixing a bug has around 20 to 50% chances
of introducing another one. As explanation he shows two reasons: first one is that in most of the
projects the structure of documentation in not clear, precise and does not describe all dependencies
that exist in the system and second is that the programmer who is repairing the system is typically
not the same as the one who composed the code at development (Brooks Jr., 1995). So in order one
project not to fail there should be more system testing per statement written then in the other cases.
Brooks suggest that after fixing each bug an entire bank of previous test cases should be run against
the system (Brooks Jr., 1995). But

Disadvantages Of Cinema
(b) The first role that marketing will play in the launch of the cinema is that of environment analysis
and marketing research. This is to say, through marketing, this new cinema will be able to monitor
and adapt to external factors that affect success or failure such as the economy and competition, as
well as be able to collect data to resolve specific marketing issues.
–The other role will be that of consumer analysis. Through marketing, Reelly Good cinemas will be
able to examine and evaluate consumer characteristics, needs and purchase processes, as well as be
able to select the group (s) of consumers at which to aim marketing efforts.
–Marketing will also play the role of promotional planning. Through marketing Reelly good
cinemas will ... Show more content on Helpwriting.net ...
Risk of understanding the market A successful approach to market orientation involves a systematic
approach to researching consumer behaviour. Missing the mark in this process creates a system
whereby the company uses ineffective data in its approach to reaching out to customers. Working
with wrong data is often worse than working with no data at all. In short, a company that is very
small, lack research resources or has high segmentation between its departments is at a disadvantage
when it comes to establishing marketing orientation.
2. Risk of understanding the customer
A global market place has increased competitiveness across all consumer brands. The internet has
created a system whereby consumers can easily comparison, shop, read peer reviews and access
consumer reports at the click of the button. To effectively market to this new, highly informed
consumer, an approach to marketing orientation must be flexible and must be4 quickly altered to
meet the ever changing thought process and demands of today's savvy customer. Companies that
have developed an approach to this marketing approach but fail to update it as needed run the risk of
alienating their

The Dreamer Research Paper
The Dreamer is a series of animations about dreams as personal cognitive experiences. The series
represents the dream within the dream. In other words, it is the act of meditating about the dream of
the humankind, in which we transform nature, create civilization, and materialize dreams through art
making.
The idea of global culture sets the foundation for this piece. It combines Chinese ink drawings with
a soundtrack composed of sounds produced by musical instruments from different origins: the
Native American flute, the Arabian drum, the Armenian duduk, the Brazilian berimbau, the Chinese
wind chime and hulusi, the Christian church bells, the Hindi drum and tanpura, the Italian piano, the
Pakistan kalimba, the Tibetan horns, and so on
Selected

What Does The Green Light Symbolize In The Great Gatsby
In the story, "The Great Gatsby" is like a American Dream type of story. The author of this story is
F. Scott Fitzgerald and born on September 24, 1896, in St. Paul, Minnesota. In 1922, Fitzgerald
published his second novel, The Beautiful and Damned, the story of the troubled marriage of
Anthony and Gloria Patch. He died of a heart attack in 1940, at age 40, his final novel only half
complete. The Great Gatsby is a tragic love story on the surface, but it's most commonly understood
as a critique of the American Dream. In the Great Gatsby, Fitzgerald uses variety of literary device
to portray the American Dream. One of the examples is the green light that symbolizes Gatsby's
hopes and dreams for a life with Daisy. Another symbol is that the Valley of the Ashes which
presents the ugly consequences of America's obsession with wealth. The attractions and danger in
the story is lurid, shallow, glamorous, trashy, tasteless seductive, aloof, and artificial. ... Show more
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This is the main theme in F. Scott Fitzgerald's novel The great Gatsby. In the novel Fitzgerald gives
us a glimpse into the life of the high class during the roaring twenties through the eyes of a
moralistic young man named Nick Carraway. It is through the narrator's dealings with high society
that readers are show how modern values have transformed the American Dream's pure ideals into a
scheme for materialistic power and further, how the world society lacks any sense of morals or
consequence. Fitzgerald presents the original aspects of the American Dream along with its modern
face to show that the once impervious dream is now lost forever to the American

Advantages And Disadvantages Of Hotel Services
Services definitely is an indispensable of human's daily life all over the world. Customers are the
gold mine of businesses to make profit so people hardly find any good without its enclosed utilities.
Huge surplus in every fields are being produced each year and millions of employee can earn a
living also. It is true that each kind of business and customers' needs in single circumstance creates
distinct services. Paragraphs below will generate reasons and show examples which clarify the
statement.
Almost nation in the world belongs its economy more or less in service sector. The more developed
country, the more advanced services it has. America – the most power nation in the world take more
than 70% in their millions economy while this number ... Show more content on Helpwriting.net ...
Unless user use the service right away, they cannot save it for the next time. Examples of this items
are varied. They may be a seat or place in a concert: Once a fan buys ticket, he has to go to the right
place on time. It cannot be saved for the next occasion. One of important service – based cannot be
dismissed is infrastructure of nation. Those one are created and run by government or public
authorities. In different countries, there are distinctive services which are suitable for native people,
but most of services are built on platforms including: health care, transportation, governmental –
environmental activities and education. All mentioned things above are built to ensure a prosperous
country with advanced and healthy

Service Quality—from Definition to Measurement
Service Quality– From Definition to Measurement Introduction In recent years, more and more
companies start to concentrate on the quality of their products. The products could be tangible as
physical goods, or intangible like the service. This article is more about the service product. Since
the service has no tangible form, the service quality is difficult to measure. Businesses want to get
the information about the customers' perceptions of the service they provided. Then they need to
measure the service quality. A useful tool can be used is a multiple–item scale for measuring
consumer perceptions of service quality called SERVQUAL. There is also another tool called
SERVPERF which has the conflict with SERVQUAL. As the debate ... Show more content on
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Overall, the service quality and consumer satisfaction are fairly relevant. Service quality
measurement Due to the intangibility of service quality, it is very difficult for a firm to know
whether the consumers satisfy their service or not. Although it is difficult to measure service quality,
it is still a development of a multiple–item scale for measuring service quality which is called
SERVQUAL (Parasuraman et al. 1988). The SERVQUAL was developed originally based on the 10
potentially dimensions which revealed by Parasuraman et al. (1985) as access, courtesy,
communication, tangibles, understanding/knowing the customer, responsiveness, reliability, security,
competence, and credibility. But the final dimensions of the SERVQUAL are only five, tangibles,
reliability, responsiveness, assurance, empathy (Parasuraman et al. 1988). As the five dimensions
have some relationship with the difficult of measuring service quality. First one is the tangibles
which include the physical facilities, equipment and appearance of personnel that will affect the
service quality by the external environment. Reliability and the other three dimensions are all the
internal effects which relate to the service producer him or herself. These four dimensions are more
difficult to control than the external one which is tangibles. Both of the expectations of the consumer
to the service and perceptions of the provider's performance can be assessed by the SERVQUAL
method (McAlexander

Red Lobster
The Red lobster's mission statement states that "Here at Red Lobster we're passionate about serving
our guests great seafood. It's why we go the extra mile to bring you the best dining experience
possible. Our fishermen take pride in catching only the highest quality seafood, and the freshest fish.
Our grill master's expertly perfect flavors, cooking seafood and steak over a wood fire grill. And our
servers pull out all the stops to make every dining experience feel extra special. It's our passion. It's
our pride. Because at Red Lobster, we Sea Food Differently."
This is a very good mission statement seeing that it identifies most of the policies that a mission
statement should provide. It states how the employees will deal with the ... Show more content on
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A business document without data is of no value. To obtain good data/examples, you have to
conduct extensive research about the firm. For instance, if customer service is a weakness, you can
find numerous examples of bad customer service from consumer review sites such as Urban spoon,
Yelp.com and citysearch.com. Similarly, if consumer spending is a threat, find sources that
substantiate your point. Cite the sources. Comment [P1]: Always use section headings in your
report. Don't just provide a blob of text.
Marketing
Variables
Major
Strength
Minor
Strength
Neutral Minor
Weakness
Major
Weakness
Hi Med Low
1. External environment analysis– opportunities and threats
Every business is affected by external environmental forces. For example, increase in number of
competitors, new technologies, economic recession, change in demographics, etc. What are the most
significant changes that you believe will affect this chain's business in the next two to five years?
Explain why.
2. Internal environment analysis– strengths and weaknesses
What are your strengths (resources, employees, products & services). How will they help you
take advantage of the above mentioned opportunities? What are your weaknesses and how will you
overcome them using your strengths? What needs to be fixed?

Services Characteristics
Intangibility
Red Lobster combats intangibility by creating a memorable and enjoyable casual dining experience
for every customer that walks in the door. They are

The Effect Of Marketing Mix Elements On Competition In...
Abstract This research paper investigates the effect of marketing mix elements on competition
among the banks in Malaysia. The survey research design method was used in this study which
involves using self–design questionnaires in collecting data from 10 managers from 5 banks in
Malaysia were selected respectively. The result shows that marketing mix elements have significant
effect on competitions among banks. Marketing mix elements do not only affect the competitions
among banks, it also affects the customer loyalty to make deal with same bank institution by
compare with other bank institutions' provided products, prices, attractive promotion, and even the
place where the bank institutions located. Bank institutions should control the marketing mix wisely
to remain in the intensive competition market.
Introduction
According to Zapping Yang, there has lots of competition between banks in the competition market
nowadays. Under the circumstance that the differences between the banks selves are gradually
getting smaller, which has progressive information technology and scientific management ways, a
particular enterprise culture, ... Show more content on Helpwriting.net ...
What is the significant impact of marketing mix on competition between Malaysian banks?
2. What type of services offered by Malaysian bank?
3. How have the promotion impacted on the competition among Malaysian banks?
4. What the factors of bank to get the best location?
5. In what way, bank setting the standard price?
Research Objective
This study is intended to see the factor of competitor among banks in Malaysia. The objective of
research:
1. To determine the significant impact of marketing mix on competition between Malaysian banks.
2. To examine type of services offered by Malaysian bank to suit customer needs.
3. To evaluate the promotion effect among Malaysian banks.
4. To determine factor of bank compete to get the location.
5. To investigate method of Malaysian banks setting the prices.
Literature

Is Service Marketing Different Form Product
Name: Marcus A. Cyrus
Topic: MARKETING DEBATE–Is Service Marketing Different From Product Marketing?
MARKETING DEBATE–Is Service Marketing Different From Product Marketing?
Marketing is the process of communicating the value of a product or service to customers. In
addition, marketing might sometimes be interpreted as the ability of selling products and services.
As the term "Marketing" may replace "Advertising" it is the overall strategy and function of
promoting a product or service to the customer. Many services marketers strongly maintain that
service marketing is essentially different from product marketing and that different skills are
involved. However, many traditional product marketers disagree, saying, "Good marketing ... Show
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In contrast the service marketer must make an "intangible" tangible. G. Lynn Shostack (1977) says
'it is wrong to imply that services are just like products "except" for intangibility. By such logic
apples are just like oranges, except for their "apple–ness".' One can concur from her view marketing
should clearly be done differently for product and service. In addition, making variability consistent
is most important for service companies. Non–standardization concerns the potential for high
variability in the performance of services. The quality and essence of a service (a medical
examination, car rental, and restaurant meal) can vary from producer to producer, from customer to
customer and from day to day. This means marketing must be considered differently to account for
these variability's.
In addition, expert marketers who hold firm saying there is no difference in marketing a product or
service reflect on the 4P's. Product, place, price, and promotion concepts are still valid for both
products and services, although with some changes in either their weight in the consumer–decision
process or their means of communication to the consumers, but alas the 4P's remains constant.
Even though the 4P's remain constant, there is clear differentiation in the type of marketing. Product
marketing tends to firstly emphasize on creating intangible associations, whereas service marketers
are focused on enhancing and distinguishing "realities" through

Service Is An Important Part Of The Global Economy Essay
Services are intangible activities or benefits that an organization provides to satisfy consumers'
needs in exchange for money or something else of value (Kerin, Hartley 322). Service are an
important part in the global economy. Services are now apart of the GDP. There are four elements of
services which are intangibility, inconsistency, inseparability, and inventory. Intangibility means it
can not be touched, held, or seen before the purchase. These services help consumers to get
information or show the benefits of their product. Inconsistency is developing, pricing, promoting,
and delivering services is complicated because the quality of service is often inconsistent. This is
because these services require people to do them, and different people work differently. Inseparably
have problem of consistency. Consumers can not separate the delivered of the service from the
service itself. The amount of interaction between consumer and the service depends on the extent to
which the consumer must be physically present to review the service. Finally, there is inventory
which are different from products and are perishable. The four I's provide mulplie services that
ompanies are not cleary service–based or product–based. Companies bring ti the market ranges from
the tangble to the intable. The range of product–dominant to service–dominat ofeering is called
service continuum. Services can be classified as equipment–based or people based. This is know as
the service continuum.

Characteristics of Services
An Investigation Into Four Characteristics of Services
Russell Wolak, Stavros Kalafatis and Patricia Harris*
Kingston Business School Kingston Hill Kingston upon Thames Surrey KT2 7LB Phone 0181 547
2000 Fax 0181 547 7026 E–mail p.harris@kingston.ac.uk ABSTRACT
This study replicates US–based research by Hartman and Lindgren on the extent to which
consumers differentiate between products and services. In addition, Hartman and Lindgren
investigated the importance of four characteristics of services to consumers; intangibility,
inseparability, heterogeneity and perishability. Hartman and Lindgren did not find that these four
service characteristics were used by consumers when distinguishing between goods and services.
We find that 1) ... Show more content on Helpwriting.net ...
The review
Journal of Empirical Generalisations in Marketing Science, Volume Three 1998
Page 24
identified two dominant dimensions of the body of work: whether the study was empirical or
conceptual, and whether the characteristics of services constituted the main element or a secondary
element of the study. The most extreme studies on each dimension were used as end–points and
provided a reference for the other studies. Studies in the left hand quadrants provided a thorough
review of two or more characteristics, whereas studies positioned in the right hand quadrant
provided a more superficial coverage of product/service characteristics and then concentrated on
another aspect of services marketing. Figure 1 demonstrates that the approach taken to research in
this area so far has been mainly conceptual rather than empirical. We have identified only one study
(Hartman and

Marketing Of Products And Commodities
Marketing of products or commodities should not be any different from marketing of services, both
must be given same urgencies and strategies to achieve success from targeted audience or market.
However, the notion of marketing services the same as physical product is not far away, although its
actual implementations include the people, process, and proof of the services' offered as additional
to the 4 Ps approach of marketing that goes into the services marketing. Marketing, in general, can
be defined as, the process of implementing all plans and strategies including product, pricing,
promotion and place (distribution) of products from factory to consumer. Freight forwarding is a
service industry that relies heavily on third party providers to assist them to deliver a service to their
clients. The major distinguishing factors differentiating service marketing from physical products
are also the characteristics of the services' as a product offered to satisfy a customer's need from a
want in returned for financial gain to the provider. Here are some elements of service–related
products that needs to be considered when marketing services; intangibility, Inseparability,
variability or inconsistency and perishability. One the other hand, physical products such as cell
phone, wrist watches, shoes to mention a few, mostly adhere to regular marketing mix approach due
its feel, touch, returnable and possession nature to it. This brief essay also proceeds to explain some
of

Theoretical Background Of Consumer Motivation
Theoretical Background
So how can marketers identify the nature of consumer motivation in order to influence consumer
choice? According to Reiss (2005), the guiding factor in predicting human behavior is the
identification of individual differences in motivational needs. If you can identify what consumers
desire and what will satisfy those desires and motives, then you can begin to predict consumer
behavior. The tools for this level of identification can be found in a review of personality theory.
History's most influential personality theorists such as William McDougall, Abraham Maslow,
Frederick Herzberg, and David McClelland based their theories of motivation on theoretical
reasoning and patient observations; yet, none were based on large scale surveys of an individual's
self–reported driving forces (Havercamp & Reiss, 2003). Prior psychology research on motivation
lacked instruments to assess a person's motivational needs. Leading theories on motivation,
therefore, linked personality and behavior, not motive and behavior (Reiss, 2005).
In contrast, the line of study on trait motivation, known as sensitivity theory, was developed to
provide an analysis of personality centered on what people voluntarily reported as the motives for
their behavior. Professor of psychology and psychiatry at Ohio State University, Steven Reiss, took
sensitivity theory a step further to examine the multifaceted nature of human motivation, particularly
intrinsic motivation, and its

The Theme And Suspense In The Invisible Man
Suspense
After Griffin designs the imperceptibility recipe and discovers Kemp, it appears like everything will
go approve. (All things considered, approve for Griffin – not for every other person whom he
intends to kill and threaten.) But when Dr. Kemp sells out the Invisible Man, the IM tries to kill
Kemp accordingly. Presently it's Invisible Man versus the world. The fight has started, and we can
hardly wait to perceive how it closes.
Theme of isolation
The Invisible Man is about a person without any companions, no family, and, well, only nobody by
any means. It appears like regardless of where he gets himself, he's separated from the bigger group
– he's as alone in Iping as he is in London. On the off chance that the Invisible Man were ... Show
Since we hear his story from his perspective, we can't make sure whether every one of the
recollections are totally consistent with life... in any case, we do know they're consistent with him.
Rather, we comprehend the story to be his discernment; he is standing up about his encounters and,
as he says in the epilog, ideally revealing insight into things we won't not have acknowledged, or
maybe helping us feel more associated with comparative encounters.
Despite the fact that the story is told on account of different perusers, this is especially our
storyteller's show–it's his self–improvement that we witness, and nobody else's. This treatment of
different characters really reflects the way he himself has been dealt with; beside the storyteller,
everybody in Invisible Man is quite one–dimensional. Rather than complex people, we have set
composes: an individual from the dark foundation, a rich white donor, a dark patriot, an idealistic
visionary, etc.

Developing a Service Brand Using the Service Mix
DEVELOPING A SERVICE BRAND USING THE SERVICE MIX
–Kunle Dixon Odukoya
Unlike product brands, service brands are identifiable activities or benefits that one party can offer
to another that is essentially intangible and doesn't result in a change in ownership.
Thus service brands are those utilities that have as their core, the five attribute of services vis
Intangibility: not existing in physical form
Invisibility: cannot be seen
Inseparability: cannot be separated from the provider
Perishability: transitory, i.e. not likely to last
Heterogeneity: consisting of many different things
These attributes that form the nature of services are the foundation around which certain essential
offerings are built to ... Show more content on Helpwriting.net ...
In such service industries as Telecoms, IT, Banking and Insurance, Hospitality etc, customer service
is the rule and personnel that can deliver on this value are king.
Process
Closely related to People are a number of processes essential to achieving effective customer
satisfaction. These are the systems used in assisting an organization to deliver the services it offers
efficiently to the market. In all, whatever process an organization has on ground, it must be
influenced by the core essence of its operations, which should be consistent and competitive value–
driven service delivery.
Daily, the service processes of service organizations are being restructured to ensure the delivery of
the very best value possible, and meet the ever improving standard, relevant to the industry
involved.
For example, the process that allows you to obtain an efficient service delivery in a bank would
differ from the one that is in place at a holiday resort; and this would also differ from the one that is
on ground at a transport organization or an airline, and definitely different from those that cater to
your culinary needs at a fast food joint.
Even within the same industry, the processes employed for service delivery could differ significantly

from one competitor to the other. For example, the process in a fast food eatery like Chicken
Republic is not the same you get at a

Suitors In The Odyssey
In this passage from Book III of The Odyssey, Lord Nestor is speaking about the current state of
Telémakhos' household. In the translation of The Odyssey by Fitzgerald, the suitors are referred to
as a "crowd", that is "making trouble". While these words don't particularly have a positive
connotation, they are also not overly negative. Through using unemotional diction, Fitzgerald
doesn't convey his own opinion of the suitors–he lets the readers collect their own evidence and
make their own judgements of them. Similarly, the line "If grey–eyed Athena loved you the way she
did Odysseus..." contains a lack of emotion. Since "did" refers back to the verb "loved", Fitzgerald
adds no further clarification to the emotion. While this does effectively ... Show more content on
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For example, the suitors are referred to as a "mob" who are "plotting [Telémakhos'] ruin". With the
negative connotation of the word "mob", Fagles is able to communicate his negative opinion of the
suitors to the reader in a way that the word "crowd" could not–thus further influencing the reader's
opinion of the suitors. Similarly, Fagles notes that Odysseus may "take revenge on all [the suitor's]
violence." Using the verb "revenge" as opposed to Fitzgerald's "have it out", Fagles conveys a much
stronger image of Odysseus and the emotion that he will feel towards the suitors. Another example
of Fagles' strong diction is shown in the line, "If only the bright–eyed goddess chose to love you just
as she lavished care on brave Odysseus." Through clarifying the verb "loved" with the more
descriptive "lavished care", Fagles is able to emphasize both the emotion Athena feels towards
Odysseus and this emotion's influence on his life. Fagles also translates that if Athena bestows her
help onto Telémakhos, "many a suitor then would lose all thought of marriage, blotted out forever."
Through the use of the word "blotted", Fagles conveys that the suitors' desire to court Penelope will
be somehow wiped out–as if it were a very foggy memory. This choice in wording, compared to
Fitzgerald's "quit", provides a more permanent solution to the problems caused by the

The Implementation Imperatives and Critical Success...
The Implementation Imperatives and Critical Success Factors of Enterprise Systems: A Literature
Review
Yu–Ting Chen
School of Information Studies,
Syracuse University, New York, USA
Table of contents
Abstract............................................................................................1
Introduction.......................................................................................1
Influence of Enterprise Systems.................................................................3
Implementation Criteria........................................................................10
Conclusion.......................................................................................17
Bibliography.....................................................................................18
Appendix.........................................................................................19
Abstract
This paper summarizes the present literature putting emphasis on the benefits and limitations which
an organization may face when implementing enterprise systems, as well as critical success ... Show
Leon (2007) stated that investment in enterprise resource planning (ERP) systems can be classified
into tangible and intangible benefits. The tangible ones include costs reduction of inventory and
inventory carrying, manpower and material, improved sales and customer service, and efficient
financial management. The intangible ones include several perspectives on reducing duplicated data
entry in accounting–related systems, greater control over product and process design based on
product structure database, establishment of realistic schedules accessible to and commonly shared
by everyone to improve production and materials management, generating accurate manufacturing
and delivery report to provide a strong cornerstone to customer service, and complementary and
enhanced advantages on management information system function.
Shang and Seddon (2002) listed five dimensions in an enterprise system benefits framework, which
include operational,

Marketing Analysis : Canned Goods
The single–most commonality is the degree of intangibility is inherent in both. This comes into play
with the process of trying to get customers. This includes obtaining new ones and keeping old ones.
Marketers will go beyond their literal promises of specifications, advertisements, and labels of their
product to make the buyer feel reassured. A common example would be packaging. A classic
example would be canned goods. Marketers will put an appealing picture on the label to make you
feel more confident in what you are buying.
Buying Promises– People will have to invest in a promise since the product has some intangibility.
Companies will use metaphors and similes to provide the tangibility that the consumer can not
receive in advance. An example would be making eyeshadow seem like any woman who wears it
will become an irresistable tigress at night. Even if consumers know it is not true, it is still an
effective metaphor. Another approach to buying a promise would be the impression one gets from
the way a product is packaged. A good first impression will provide the buyer with more confidence.
Importance of Impressions– Research shows that people are quick to make assumptions based off
appearance. Consumers will use people who offer the product or represent it, as a way of making the
decision to buy a product or not. The impression consumers receive can have an impact on how they
view a certain product. An example would be sending a very young bank

Service Management
Introduction
The service industry interacts with our lives on a daily basis. Services can be defined as deeds,
processes and performances. When considering the differences between products and services,
intangibility and the fact that a service cannot be touched, tasted, viewed or tried on are terms often
used (McColl–Kennedy & Kiel 2000). Services differ from goods in essentially four ways: (1)
intangibility; (2) inseparability; (3) heterogeneity; (4) perishability (Kotler, Brown, Adam, Burton,
Armstrong 2006). To deliver a quality service, managers also pay attention to the importance of
tangibles that support service delivery as well as service delivery blueprinting. Managers must also
accept that service failures occur and be able to ... Show more content on Helpwriting.net ...
The gap between expected and perceived service is a measure of service quality. Fitzsimmons &
Fitzsimmons (2001) stated that measuring this gap through the customer feedback process is
standard practice for leading service companies.
The gaps model is one framework that can help the service organisation maintain service quality
(Zeithaml & Bitner 1996, cited McColl–Kennedy & Kiel 2000). The core concept of this model is
the fifth 'customer gap'. The key to success in the management of service quality is to eliminate the
customer gap. In order to do this the organisation must firstly eliminate four prior organisational
gaps; (1) not knowing what customers expect (2) Not selecting the right service designs and
standards (3) Not delivering to service standards (4) not matching service to promises made.
McColl–Kennedy & Kiel (2000) propose that if gaps one to four can be kept closed, then the fifth
gap, which is the customer gap, can be bridged.
The following case study has been used to explain how the gaps model can be applied. In the
context of the case study the passenger is considered a 'personalising' customer. The passenger
expected personalised customer service, recognition and satisfaction in the airline business class
service that was chosen. The passenger booked a return flight to Hong Kong on Qantas Airways
flying their new

Cape Breton Case Study
Executive Summary Cape Breton Boat Rentals is a boat rental company owned by Bruce MacLean
and operated by his brother Malcolm Maclean. Although their reception was welcoming in the year
1988, their selling price could be said is at below the actually operating cost. To avoid the same
situation in 1989, the MacLean bothers had to improvise and make aggressive decisions like for
example tripling their advertisements. We will show possible ways and methods on how they would
have improved in marketing concepts. We will go through the marketing characteristics, marketing
mix and marketing concepts that were and should be applied. We feel Malcolm MacLean is stealing
money from the business.
1.0 Introduction We are given a real life case ... Show more content on Helpwriting.net ...
3.0 Question 2
3.1 Intangibility
Intangibility means the incapacity to assess the value gained from using an intangible service where
it can't be seen, touched, tasted, smelled or stored (Palmer, 2000). In intangibility there are two
different aspects that could be looked into which is the search quality and experience. The search
quality is when they observe the product without experiencing it at first hand. In reality they would
know what they would want to rent like for example kayaks, canoes or a motorboat by only looking
at it but have not experienced it yet. The experience is when the customer has rented the tangible
product and has had an experience using it while being able to assess whether it is satisfactory or
not. Once the service rented is satisfactory, the customers would tend to return to the same place as
they would have confidence on the service obtained. Services are harder to market to potential
customers compared to goods as there is no physical evidence to showcase. This is where the
advertisements, brochures and customers word of mouth play a big role. The advertisements and
brochures has to be crystal clear and direct to capture the attention of potential customers, giving
them an idea of the services that might be purchased, which in this case is rental of various boats.
3.2 Inseparability
Inseparability means the

Story about Intangible Things Essay examples
Intangibility used to be a focus of mine. I lived for the things that were fleeting and impossible to
categorize. I was free of the constraints of anything and everything, from language to thought. I
found beauty in the things you could not touch and could not even grasp your mind around fully.
Now I feel so far removed, I need something to grab on to. I need something I can touch and know
is real, solid, and there––something permanent. It is like being stuck in an Impressionist painting.
Nothing is solid because everything is momentary and instantaneous. That was the sort of thing I
once reveled in. However, things are too muddled now for enjoying intangibility. I simply want
comfort and firmness. I need a rock to hold on to or I am ... Show more content on Helpwriting.net
...
I just lost a huge chunk of my life that I was never going to get back, but the world spun on, leaving
me behind. Trying to fall asleep that night was near impossible. I tossed and turned for over three
hours, and my sheets were in a labyrinth at my feet. I grabbed my pillow and pressed it over my
head as hard as I could. All I wanted to do was block the thoughts and leave my mind in some sort
of nirvana. No such luck. My thoughts kept spinning around and crashing into each other, knocking
things around inside my head. I yearned for the vacancy of sleep but knew it was unattainable. I kept
replaying in my head what a fantastic job I was doing at evading reality––until now. I had mastered
the art of denial. It was exhausting, but it had worked so well. I had every natural skill it took to
escape, elude, and side–step past a problem I did not want to face. There was nothing I hated more
than being forced to see the sharpness and look life straight in the eye. I was aware of the flaws in
this approach to life and dealing with certain situations, but for some reason the realization that my
master plan had its failings only made me emerge myself in it more entirely. Now there was no
faking it anymore. It was real and it was happening. I could not tip–toe past the truth this time. The
following months were probably the hardest of my life. Despite the hot weather, I had never felt so
cold. I remember driving down the freeway one day, scrutinizing the white dashed lines,

Ancient Philosophy
Plato's early dialogues are referred to as the Socratic dialogues. During these dialogues
there is nothing to suggest that the search for virtue and the human good goes beyond
the natural realm. In the early dialogues the good and proper things are found through
questioning. This however, changes in Plato's middle dialogues. In his middle dialogues
Plato leads us to the theory of knowledge. A shift toward the metaphysical guided by
the first recognition of the Forms, that is, the true nature of all things. He claims Morals
must be based on an appropriate political structure that can be upheld by leaders with
strict scientific training. The theory of the Forms is not restricted to human principles; it
however ... Show more content on Helpwriting.net ...
Mankind has been duped. What they see and interact with is simply an outlined reflection
of reality. Philosophers are the ones who have freed themselves from their shackles. Not
only have they acknowledged the existence of the puppeteers, but they have ventured out
into the real world and gleamed insight which they wish to share with humanity.
Plato wants the reader to understand that the real or the perfected state does not
exist in this world; however we access the immaterial though our own intangible souls.
For Plato the true form of everything is perfect and therefore intangible and outside of
time, so too is the immaterial human soul. In this same vein Philosophy, which to Plato is
the study of the intangible, builds ones knowledge of the perfected state. Plato believes

that in accessing the perfected forms through the immortal soul we build up knowledge
that we will retain in our transcended immortal state; when we exist together with the
forms.
Question 3
Aristotle believed that all things dealt in Telos; Teleology being the study of ends and
purposes. This is the principal building block of Aristotle's greatest work, Nicomachean
Ethics. The highest end a man can attain is happiness. To Aristotle "Happiness is an
Ancient Philosophy Final Exam
activity of the soul in accordance with virtue". A complete soul to Aristotle is comprised
of three parts each

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