Ken Roberts, the owner of an independent automotive repair business in small coastal city in New England, arrived early for the workweek to discover an unscheduled and unknown vehicle awaiting repair in the driveway. Ken needed to develop a tactical plan for dealing with the owner and the potential repair of the vehicle, mindful of his reputation as one of the best independent shops in the area. As a service marketer, beyond providing competent repair work, he knew that word of mouth was crucial to his business's continued success. Students are challenged to evaluate this situation and provide recommendations within the context of the marketing of services.
Ken Roberts: Master mechanic
The CASE Journal ; 6 , 1 ; 33-39
2009-12-01
7 pages
Aufsatz (Zeitschrift)
Elektronische Ressource
Englisch
Charles Taylor Master Mechanic
Online Contents | 2001
|Online Contents | 2001
Online Contents | 1994
SLUB | 2017
|