Case, Munro
CASE I
SUSAN MUNRO,
SERVICE CONSUMER
Ray – Ann Julian
MW 1:00 – 2:30
Sir Daniel Hebron
Services Marketing In the course of a single day, a busy young woman makes use of a wide array of service…
Susan Munro, a final-year business student, had worked late the night before on a big paper and overslept the following morning in the apartment she shared with three other students. Her roommates, who had early classes, had already left when she got up. After showering, she dressed hurriedly, then made a quick cup of coffee. But she skipped her usual bowl of cereal, figuring she could pick up a bagel at school. Noticing that the weather outside looked ominous; she clicked onto the Internet to check the local weather-forecast. It predicted rain, so she grabbed an umbrella before leaving the apartment and walking to the bus stop for her daily ride to the university. On the way, she dropped a letter in a mailbox. The bus arrived on schedule. It was the usual driver, who recognized her and gave a cheerful greeting as she showed her monthly pass. The bus was quite full, carrying a mix of students and office workers, so she had to stand. Arriving at her destination, Susan left the bus and walked to the School of Business. Feeling hungry, she entered the main lobby and headed to the small, cheerfully decorated food stand in the far corner. “Sorry,” said the attendant in answer to her question. “We just sold the last of the bagels and are waiting for more French Roast. Would you like decaf?” Susan sighed. It wasn’t the first time this had happened. But the class was about to start and she couldn’t wait. Joining a crowd of other students, she took a seat in the large classroom where her finance class was held. The professor lectured in a near monotone for 75 minutes, occasionally projecting charts on a large screen to illustrate certain calculations. It didn’t help that she was still feeling sleepy. Susan reflected that it would
SUSAN MUNRO,
SERVICE CONSUMER
Ray – Ann Julian
MW 1:00 – 2:30
Sir Daniel Hebron
Services Marketing In the course of a single day, a busy young woman makes use of a wide array of service…
Susan Munro, a final-year business student, had worked late the night before on a big paper and overslept the following morning in the apartment she shared with three other students. Her roommates, who had early classes, had already left when she got up. After showering, she dressed hurriedly, then made a quick cup of coffee. But she skipped her usual bowl of cereal, figuring she could pick up a bagel at school. Noticing that the weather outside looked ominous; she clicked onto the Internet to check the local weather-forecast. It predicted rain, so she grabbed an umbrella before leaving the apartment and walking to the bus stop for her daily ride to the university. On the way, she dropped a letter in a mailbox. The bus arrived on schedule. It was the usual driver, who recognized her and gave a cheerful greeting as she showed her monthly pass. The bus was quite full, carrying a mix of students and office workers, so she had to stand. Arriving at her destination, Susan left the bus and walked to the School of Business. Feeling hungry, she entered the main lobby and headed to the small, cheerfully decorated food stand in the far corner. “Sorry,” said the attendant in answer to her question. “We just sold the last of the bagels and are waiting for more French Roast. Would you like decaf?” Susan sighed. It wasn’t the first time this had happened. But the class was about to start and she couldn’t wait. Joining a crowd of other students, she took a seat in the large classroom where her finance class was held. The professor lectured in a near monotone for 75 minutes, occasionally projecting charts on a large screen to illustrate certain calculations. It didn’t help that she was still feeling sleepy. Susan reflected that it would