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MKT-4035 Midterm:

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29 Dec 2021

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Alliant International University

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Question one: a marketing research report by consumer insight ltd. Reveals that a five star hotel in italy does not deliver to service designs and standards. Explain the possible causes of this service gap. Service quality is a key factor in the service industry. A service that is of good quality not only increases customer satisfaction it also helps in establishing loyalty. Because the hotel industry is a competitive one, in order to increase sales and profit, managers are required to have good understanding of customer needs. According to zeithaml gaps are present when consumer expectations are not met by the service rendered, and therefore the gaps affect the consumers thoughts on the overall satisfaction received. For a five star hotel there may be several gaps present when service design and standard are being delivered. More often than not hotel managers are aware of customer expectations and have steps in place in order to ensure the correct service standards.

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Related Questions

Which of the following statements regarding direct marketing is most accurate?

a)Many customers believe direct marketing saves time, is entertaining, and offers privacy.

b)Direct selling provides less customer service than direct response marketing.

c)Although direct marketing usually saves customers time, it does not usually save customers money.

d)Direct customers feel that their privacy is more likely to be compromised with direct marketing than with other methods.

e)Although direct marketing can save consumers time and money, the process is labor-intensive and not very much fun.

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Services refer to

A. intangible activities or benefits provided to consumers in exchange for other services or nonmonetary payments.

B. intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value.

C. philanthropic activities performed in without expectations of monetary remuneration.

D. any intangible activity that provides a benefit to a consumer that he or she could not have obtained or performed on his or her own.

E. any tangible activities that provide a benefit to a consumer that he or she could not have obtained or performed on his or her own.

B. intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value.

Which of the following statements about global brands is most accurate?

1. A global brand is marketed under different brand names for every market.

2. A global brand alters the product or service formulation for each country.

3. A global brand has marketing programs that are coordinated in each individual country where the service is sold to ensure a consistent customer experience.

4. A global brand uses the same product formulation or service concept across multiple countries and cultures.

5. A global brand is a collaborative effort among several different multinational firms to ensure that semiotic mistakes do not occur.

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