When Marketing Services, 4 P's Are Not Enough A.

When Marketing Services, 4 P's Are Not Enough

A. J. Magrath

Please read the article that is the attached file.   Once you have finished reading it, please respond to the following questions.

1. What are the three additional strategic realities that the author discusses? Completely discuss and describe each.

2. Explain why Braniff airline went bankrupt?

3. What is the fundamental difficulty encountered by service businesses as they develop marketing programs?

4. a. What is it that personnel produce?

b. How does this affect an organization and the impressions of customers?

c. Why is it important to understand the role of personnel?

5. According to the author, why are physical assets important?

6. What affects the customer's experience? Explain your response.

7. According the restaurant model, what key role do personnel fulfill in restaurants?

8. Explain the importance of human resource management (recruiting, hiring, performance appraisal, etc) in service organizations based upon the role of personnel in service organizations.

9. Based upon the restaurant model, explain the role physical facilities fulfill in service organizations. Include external as well as internal facilities.

10. a. Discuss Process Management.

     b. What role does process management fulfill in service marketing?