CHAPTER 1

1. Is it possible for an economy to be entirely based on Services? Is it a sign of

weakness when a national Economy manufactures few of the goods it consumes?

3. What are the five powerful forces transforming the service landscape, and what
impact do they have on the service economy?

4. “A service is rented rather than owned.” Explain what this statement means, and
use examples to support your explanation.

CHAPTER 2

3. Explain why services tend to be harder for customers to evaluate than goods.

4. Why does consumer perception of risk constitute an important aspect in

selecting, purchasing, and using services? How can firms reduce consumer risk
perceptions?

CHAPTER 7

1. What are three broad target audiences of services communication?

2. What are the 5 Ws along which integrated services marketing
communication model is structured?