The objective of decoupling is: A) separating consumption in time ...

[sjones]

The objective of decoupling is:
 A) separating consumption in time and space.
  B) unbundling services so that they may be purchased separately.
  C) separating the technical core of the operation from the high customer contact areas of the firm so that efficiencies may be achieved.
  D) managing consumers so that they do not negatively influence one another's service experience.
  E) separating co-workers who, due to their differences, decrease the operational efficiency of the system.

Question 2

Identify and discuss the five questions that should be answered by a good mission statement. Why do you think some firms have mission statements that do not answer these basic questions?

[mochi09]

Answer to Question 1

C

Answer to Question 2

A well-devised mission statement should answer the same five basic questions:

1. Who are we?
2. Who are our customers?
3. What is our operating philosophy (basic beliefs, values, ethics, etc.)?
4. What are our core competencies or competitive advantages?
5. What are our responsibilities with respect to being a good steward of our human, financial, and environmental resources?

A mission statement that delivers a clear answer to each of these questions installs the cornerstone for the development of the marketing plan. If the cornerstone is weak, or not in line with the foundation laid in the preliminary steps, the entire plan will have no real chance of long-term success. In recent years, firms have realized the role that mission statements can play in their marketing efforts. Consequently, mission statements have become much more customer oriented. People's lives and businesses should be enriched because they have dealt with the organization. A focus on profit in the mission statement means that something positive happens for the owners and managers of the organization, not necessarily for the customers or other stakeholders.

It is likely that most firms have weak mission statements simply out of neglect. Perhaps these firms do not understand the importance of having a solid mission statement. Firms can still be successful if their mission statements do not answer these five basic questions. However, the potential always exists for the firm to step beyond its mission and core competencies.

[sjones]

Thank you

[mochi09]

No problemo