Business Finance

M3 – Assignments

This module’s work focuses on Customer Research and Exam 1.

For this module, complete the following.

1. For each chapter covered in this module:

– Review the Chapter Topics, Chapter Objectives and PowerPoint slides.

– Study the chapter in the text/e-text. Make notes, highlight, and review anything that you think might be important.

2. Submit Services Marketing Journal Post 5.

3. Review the “Lockdown Browser + Webcam Instructions,” particularly the guidelines when taking an online exam with a webcam. This will help ensure you receive maximum credit for your efforts. They are under the Modules link and Instructions tab.

4. Take Practice Quiz 1 by 11:59 PM on June 13 for bonus credit on Exam 1.

5. Take Exam 1. It will be available to you in this module folder from 12:01 AM on June 13 until 11:59 PM on June 16. You are not allowed to use additional materials (the text, notes or any other resources) during the exam – it is a closed-book exam. You will have 80 minutes to complete the exam.

Chapter 5 Topics

• Using Customer Research to Understand Customer Expectations

• Elements in an Effective Service Marketing Research Program

• Analyzing and Interpreting Customer Research Findings

• Using Marketing Research Information

• Upward Communication

• Technology Spotlight: Conducting Marketing Research on the Web

• Global Feature: Conducting Customer Research in Emerging Markets

• Strategy Insight: From Greeting Cards to Gambling, Companies Bet on Database Marketing Research

Chapter 5 Objectives

1. Present the types of and guidelines for marketing research in services.

2. Show how customer research information can and should be used for services.

3. Describe the strategies by which companies can facilitate interaction and communication between management and customers.

4. Present ways that companies can and do facilitate interaction between contact people and management.

M3 – Service Marketing Journal

Details regarding what these posts are to include are provided in the Service Marketing Journal Instructions. An example is included there as well.