Theme: The Service Model and Service Processes

Assignment 2.1: Answer the two following questions and be sure to provide examples to support your response. 250-350 words per question.

Question 1: How does the nature of the service affect the opportunities for globalization?

Question 2: Why is word of mouth important for marketing of services? How can a service firm that is the quality leader in its industry induce and manage word of mouth?

Assignment 2.2: Read the following case and answer the questions at the end of the case. 50-100 words per question.
Case 18: Starbucks (pages 580-595)

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