Problem: Many people today do not know which fork to use when they are invited to a seven-course dinner. They don't know the proper way to eat a strawberry or butter a piece of bread. To provide this etiquette knowledge, many companies, especially those in the Silicon Valley, are hiring a service that teaches an eight-hour course in etiquette. Use the four characteristics of service to describe this etiquette teaching service and provide one method that can be used to reduce the problems associated with each characteristic.
Kotler, P. (2003). Marketing Management, 11/E. Prentice Hall. Chapters 14,15, and 16, Pages. MBA