Information for Exam 3 - MKT 442
General information
Chapters 12, 13, 14, 15, and 16 will be covered on the exam as well as
the article “Four Things a Service Business Must Get Right.”
There will be approximately 40 multiple-choice questions. You will be
asked to complete 2 of the other essay-type questions presented (worth
10 points each).
Questions on the exam will come from both the text and from the lecture
notes. The list below will give you an idea of what the most central
concepts/topics are that we have covered.
Major concepts that have been discussed
What factors contribute to capacity constraints? How can companies
shift demand to match capacity or adjust capacity to match demand?
What is yield management? How do you calculate yield (be able to do
this)?
Demand fluctuations and cycles
What factors impact people's perceptions of waiting? What are the four
strategies that Zeithaml, Bitner, and Gremler describe that companies
can use to manage waiting?
Managing customer expectations, service promises
What are the four strategies of tangibilization in service promotion? Be
able to give examples.
Vertical and horizontal communications
What are the reasons why customer knowledge of service prices may
differ from customer knowledge of goods prices? Describe.
Pricing structure options (e.g. cost-based, demand based)
Customer definitions of value
What are the positive effects of implementing offensive and defensive
marketing? Describe.
Return on service quality
Balanced scorecard
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