Chapter 13
Engineers in Marketing and Service Activities
DISCUSSION QUESTIONS
13-1. Q: How do the tasks of marketing vary with the type of relationship existing (transaction
based, more sustained, or highly committed)?
13-2. Q: In what ways are the purchase of engineering services to design an installation and the
purchase of accessories such as an automobile or office equipment fundamentally different?
A: Selection of an engineering firm to design a new installation is based on the reputation of
13-3. Q: In purchasing process materials, specifically steel sheet and rods, a buyer (commonly a
business administration graduate) is offered material with slightly different specifications at a
significant reduction in price. What should be his or her response?
13-4. Q: Distinguish between component parts and fabricated items.
13-5. Q: Although it is normally more efficient for the producer of repair parts to maintain an
inventory of them at his factory, what alternatives might be considered when large users of
the equipment are located in a remote region (such as the Middle East)?
A: Large users may be encouraged to purchase and maintain in inventory of spare parts
13-6. Q: For a high-technology product and producer with which you are familiar, describe the
provisions for after-sales service that have been established.
13-7. Q: In what ways are goods-producing and service-producing industries generally different?
13-8. Q: Provide an additional example of a change in the way a service industry does business as
a result of wide economical availability of computers.
13-9. Q: Find an application of engineering concepts and techniques to the health services in the
literature and write a summary describing it.
13-10. Q: Discuss how the management functions of planning, organizing, leading, and controlling
relate to the marketing process.