Service Marketing

1. Why do flag carriers in the airline industry create separate ventures in order to compete with the low cost carriers? Why don’t they integrate the low cost strategy into their traditional high service strategy?

2. What are the themes to be included in a service firm’s strategy statement?

1. Companies like McDonald’s or Disney have developed so-called universities to train their employees. How does this fit in with concerns that have been described in this chapter?

2. What are three typical strategic issues for service firms?

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