Discuss aspects of operations management
Explain the critical differences between basic service, customer satisfaction, and customer success.
2. Consider some of your recent shopping experiences and discuss instances in which a
store was out of stock of items you were planning to purchase. What did you do as a
result of the stockout?
3. Consider products you consume. Identify purchases you have made from firms with
the following market orientations:
a. Make to stock
b. Make to order
c. Assemble to order
d. Engineer to order
In each case, identify each order-to-delivery lead time component, and the length of
time at each step that you as the customer experienced.
4. Which market orientation would you consider for a standard product that has low, infrequent demand? What are the trade-offs you would consider in making this decision?
5. How can a company use the gap model of customer satisfaction to improve its operations management processes?
6. Why don’t companies attempt to offer a commitment at the level of customer success
to all of their customers?
7. What aspects of operations management can contribute to customer success?
8. The chapter offers one approach to customer management and relationship strategy
based on sales volume and profitability. Can you think of other criteria that might be
used to determine the most appropriate form of relationship?
9. One of the observations made in this chapter focuses on the relentless series of changes
continuously being introduced by Amazon. How would these changes affect your firm
and decision making within the firm, as it pertains to the customer?
10. In this chapter, we discussed Macy’s and its omni-channel strategy. What are the possible implications of this strategy for the relationships between (a) marketing and operations/supply chain management? (b) operations/supply chain and the key customer?
11. You are a manager for a firm that sells computer and technological equipment through
its stores and various online sites. You recently found out that Amazon is releasing a
new line of products (through its AmazonBasics line) that are in direct competition
with your firm’s products. What custom
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