11. When Marriott decided to improve the quality of service it offered its customers, it asked special
corporate guests to comment on the good and bad issues of their stay, and also to tell what the
competition is doing that is better than Marriott. The Marriott acted accordingly. In other words, it
used:
12. A chain of specialty fashion stores has interviewed a sample of its female customers and learned that
on average a customer can be expected to visit the store every two weeks looking for new
merchandise. As a result, the chain has new merchandise delivered daily. If items have not been sold
after a month on display at the store, the items are removed from the store to either be sold at another
location or returned to the manufacturer. The chain of stores was able to set this standard through:
evaluating the standard’s capacity to enable goal achievement
13. In 2007, Symantec Corp., maker of Norton Antivirus software, filed lawsuits against eight companies
accusing them of distributing illegally copied Symantec software. Symantec alleged that the
companies engaged in trademark infringement, copyright infringement, fraud, unfair competition,
trafficking in counterfeit labels and documentation, and false advertising. In terms of the control
process, Symantec:
suboptimized its feedback mechanisms
implemented feedforward plans
created cybernetic controls