"Choices: What Do You Think" exercise

1. Why are first impressions we form about a service through the Internet so important? What can a service firm do to ensure a favorable first impression online? (Hint: Consider issues beyond the Web site itself.)

2. Internet dating services, while becoming very popular, may present some dangers for those who use their services. Who do you think uses Internet dating services? What, if anything, should dating services do to protect their clients?

3. What "service" do providers such as MySpace convey? What core and augmented services do they offer? How should we evaluate MySpace's service quality?

4. There has been a lot of criticism about the way politicians have been marketed in recent years. What are some of the ways marketing has helped our political process? What are some ways the marketing of politicians might have an adverse effect on our government?

5. In the chapter we mentioned that most of the airlines have transformed elements of their core service (extra bags, pillows and blankets, etc.) into "extras." They claim that this is better for customers because they can now pay for only what they want instead of paying for a bundle of services they do not even use. How do you react to their premise? Do you agree or disagree?

6. Many developed countries, including the United States, have in recent decades become primarily service economies; that is, there is relatively little manufacturing of goods, and most people in the economy are employed by service industries. Why do you think this has occurred? In what ways is this trend a good and/or a bad thing for a country? Do you think this trend will continue?