Production-lining a service operation can be achieved through: A) ...

[KWilfred]

Production-lining a service operation can be achieved through:
 A) utilizing hard technologies.
  B) customizing services.
  C) utilizing soft technologies.
  D) meeting individual customer needs.
  E) utilizing hard and soft technologies.

Question 2

Defend or contradict this statement: The most important aspect of strategic market planning is marketing implementation. Without good implementation, nothing gets accomplished and customers do not receive desired benefits.

[Shshxj]

Answer to Question 1

E

Answer to Question 2

It is difficult to contradict this statement. However, students must realize that implementation occurs on two fronts: externally with markets and customers and internally with employees. It is obvious that external implementation is vital to the success of the strategy-even if the strategy is flawed. In Chapter 1, the text describes how there are very few rules in marketing. Hence, a bad strategy could prove to be correct by the time it is implemented. However, poor implementation is always a key reason for marketing failure.

Internally, good implementation is essential for getting things done. All marketing plans, when executed, have repercussions both inside and outside the firm. Even seemingly disconnected events in finance or human resources can have an effect on the firm's ultimate customers-the individuals and businesses that buy the firm's products. The short answer is that the firm must rely on its people to implement the strategy. Hence, good implementation will always consider the effects of the strategy on employees.