BASIC MARKETING 19th Edition by William Perreault ,Joseph Cannon ,Jerome McCarthy

Exercise 3

Explain some of the different aspects of the customer experience that could be managed to improve customer satisfaction if you were the marketing manager for: ( a ) an airport branch of a rental car agency, ( b ) a fast-food restaurant, ( c ) an online firm selling software directly to consumers from a website, and ( d ) a hardware store selling lawn mowers.