CHAPTER 13: THE MARKETING OF SERVICES ADDITIONAL CASE STUDY NEW LINE IN MOBILE PHONES One of the oldest principles of marketing is that sellers may sell features‚ but buyers essentially buy benefits. This is a distinction sometimes lost on technology led organisations‚ and the service sector is no exception. Recent experience of the UK’s largest telecommunications company‚ Vodafone Airtouch‚ illustrates how crucial it is to see service offers in terms of the benefits they bring to customers
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ATLANTIC COMPUTER – CASE STUDY QUESTIONS 1.- What Price should Jowers charge DayTraderJournal.com for the Atlantic Bundle (that is‚ Tronn servers + PESA software tool) according to the following four criteria? Option A): Status-quo pricing $4000 for the Atlantic Bundle. Option B): Competition-based pricing $6800 for the Atlantic Bundle. Option C): Cost-plus pricing $4491.04 for the Atlantic Bundle. Option D): Value-in-use pricing $8400 for the Atlantic Bundle. 2.- Think broadly about
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GREENHOUSE STRAWBERRY PLANT Mites belong to the Chelicerata‚ a branch of arthropods and the second largest group of terrestrial animals. Within the order Acari‚ spider mites belong to the Acariformes with fossils dating from the Lower Devonian period 410 million years ago (Edgecombe‚ G. D.‚ 2010). The two-spotted spider mite‚ Tetranychus urticae‚ is a web-spinning mite. The name refers to their ability to produce silk-like webbing used to create a colonial micro-habitat‚ protect against
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The circulator system of spiders * Spiders are arthropods and they have an open circulatory system. * The open circulatory system is a system in which the organs are directly bathed with nutrients and oxygen. The blood flow is not restricted as much as a closed circulatory system. * The spider’s heart is a simple heart‚ a tube surrounded by muscle with a one-way valve at each end. * It is located in the abdomen a short distance within the middle line of the dorsal body-wall‚ and
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Anne Spier has prepared baked goods for resale since 1991. She started a baking business in her home and has been operating in a rented building with a storefront since 1996. Spier incorporated the business as MAS Inc. on January 1‚ 2013‚ with an initial share issue of 1‚000 shares of common shares for $2‚500. Anne Spier is the principal shareholder of MAS Inc. Sales have increased 30% annually since operations began at the present location‚ and additional equipment is needed to accommodate expected
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Case Story‚ Question 1 How would Ed’s blood help protect him from a foreign invader such as the one now in his system? Ed’s blood contains white blood cells‚ which combat infection and inflammation. Foreign invaders attract phagocytic neutrophils and macrophages by means of chemotaxis. These particular cells eat and dispose of pathogens in a process called phagocytosis. These cells ingest and dispose of pathogens and dead matter during phagocytosis. Case Story‚ Question 2 The sporozites
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CBI Holding Company‚ Inc. Case Solution I. Summary A CBI Holding Company was a New-York based parent company for several wholly-owned subsidiaries. These marketed an extensive line of pharmaceutical products that were purchased from drug manufactures‚ warehoused in storage facilities and then resold to retail pharmacies‚ hospitals long-term care facilities and related entities. CBI’s chairman and president Robert Castello was the seat of the CBI‘s troubles and principal implementer of
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CasesHelp Week 1. Google Inc. Case Questions 1. Review Google’s corporate webpage and annual report. How would you describe Google’s strategy? 2. Prepare a competitor analysis. How would you define Google’s industry? Who are Google’s competitors? 3. Prepare an environmental analysis. What are the major trends impacting Google’s industry? What are the growth prospects for Google’s core business? 4. Do you think Google’s industry is a competitive market‚ in the technical sense? Does Google have
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Ice Cream Case Study Teaching Notes Video: Ben and Jerry’s Ice-cream Wars 1. What was Ben and Jerry’s ‘strategy’ in the video? 2. What stimulated the strategy? 3. Was it planned or emergent? 4. Was it successful? 5. How does this case help you think about ‘What is strategy?’ Were their decisions strategic? Yes‚ because: * Affected company as a whole * About scope and direction * Long-term Resource implications * Yes‚ they had to invest 5 pounds in a “correspondence
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Case Questions 1. What is meant by the statement that training is extremely "faddish"? In an effort to remain on the "cutting edge" of a particular industry‚ organizations often shop for the most recent gimmick in training programs in hopes that it will provide them a competitive advantage over other firms. As a result‚ training entrepreneurs spring up around whatever is new in training approaches (e.g.‚ sensitivity training‚ OD‚ behavior modeling) without much attention to evaluation of results
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