Hannah Summers
Service Marketing Homework Chapters 13-16
From Chapter 13 –
1. Assume you manage a winter ski resort in Colorado.
an) Explain the underlying pattern of demand fluctuation likely to occur at your
resort and the challenges it would present to you as a manager.
Well when thinking of a WINTER ski resort in Colorado, one think stands out.
Winter! Well that is because people enjoy snow sports in the winter where there
is snow and cold weather. (Even though there are ways for these type places to
be open even when it is not freezing outside and there is no real snow on the
ground) The Demand for this business would be in the colder months October –
March. This is where the company would make most of their money because this
is when they are in demand and the climate is just right for the business of a ski
resort.
b) Is this pattern of demand predictable or random?
This pattern is completely predictable. As soon as the weather turns cold it
would be time for the resort to open. This would be very close to the same time
every year and therefore it is predictable.
c) Explain demand-oriented strategies.
This company has demand in the winter. They must sell as many rooms/ ski trips
as possible during their months of operation. They should market strongly
during the late summer or early fall so that people would plan trips for the
winter. This would allow them to be as effective with their strategies as possible.
d) Explain capacity-oriented strategies.
For this company, they may have the capacity to house all these people year-
round they do not have the demand (think about them using artificial snow and
other recourses). No one really thinks about going to a ski resort in the summer.
Typically, people only demand this product in the winter.
e) Give examples of how you might use these strategies to smooth the peaks and
valleys of demand during peak and slow periods.
From Chapter 14 –
2. Find 3 effective service advertisements in newspapers and magazines.
a) According to the criteria given in this chapter, identify why they are
effective.
Advertisement # 1 Coke Cola
This ad is effective because of what it is showing. It is showing an
abundance of coke at a small price of just 5 cents per bottle. It is showing the
demand and the cost and this is what will help sell more product. This also used
imagery because of the line of bottles as mentioned above. The line of bottles
shows the abundance.
Advertisement # 2 Little Ceases Pizza
The image here was presented most vividly. I like that there were eye
catching and bright colors to catch the viewers’ attention. This one did a great
job on that side of things.
Advertisement # 3 Dasani Water
This ad uses interactive imagery. It shows a water bottle in a desert with
only a small pool of water. It simulates being hot and dry in a desert and there is
something to quench your thirst. This was my favorite ad with imagery.
b. Critique them using the list of criteria and Discuss ways they could be
improved (I combined these because it just flowed well from one topic to
another).
Advertisement # 1 Coke Cola
This did not have a lot of vivid colors or images. It was kind of flat and duller
