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1.Imagine you are the owner of a new service business. What is your service? Be creative. What are some of the most important considerations in developing the service, training salespeople, and communicating about your ser- vice to potential customers?

2. As discussed in this chapter, the characteristics of ser- vices affect the development of marketing mixes for ser- vices. Choose a specific service and explain how each marketing mix element could be affected by these ser- vice characteristics.

1. Price competition is intense in the fast-food, air travel, and personal computer industries. Discuss a recent situ- ation in which companies had to meet or beat a rival’s price in a price-competitive industry. Did you benefit from this situation? Did it change your perception of the companies and/or their products?