Review Questions
1. Explain what is meant by core product and supplementary services.
2. Explain the Flower of Service concept and identify each of its petals. What insights does this concept provide for service marketers?
3. Explain the distinction between enhancing and facilitating supplementary services. Give several examples of each, relative to services you have used recently.
4. How is branding used in services marketing? What is the distinction between a corporate brand such as Marriott and the names of its various inn and hotel chains?
5. What are the approaches firms can take to create new services?
6. Why do new services often fail? What factors are associated with successful development of new services?