Case 2: Dr.

Beckett’s Dental Office

 Post by midnight Saturday please.
And do not repeat back the case in the “summary”; tell me
why this case is important in services marketing – what is
the lesson to be learned. And to receive credit this template
in WORD (no images) must be used and not exceed two
pages. As well your name must be added. Once again, if you
exceed 2 pages with 10 point text minimum I won’t mark it.
(you can delete the above text when submitting)

Name:

Case Summary : (250 words max)

Answer with reference to this week’s lecture.

1.Which of the seven elements of the Services Marketing Mix are addressed in this case? Give
examples of each "P” you identify.
Product: Example: Comprehensive dental services, emphasizing quality
differentiation Price: Example: Product differentiation in pricing, considering
modern facilities.
Promotion: Example: Word-of-mouth referrals, educational films as subtle
advertising.
People: Example: Meticulous team selection, inclusive decision-making,
continuous training.
Process: Example: Standardized procedures, specific time allocations, minimal
wait times.
Place: Example: Dr. Beckett's dental office as the physical location, specified
working hours.
Physical Evidence Example: Modern facilities, advanced equipment, cleanliness,
professional staff appearance as tangible representations of service quality.
1.

2. Why do people dislike going to the dentist? Do you feel Dr. Beckett has addressed this
problem effectively?

3. How do Dr. Beckett and her staff educate patients about the service they are receiving? What
else could they do?

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4. What supplementary services are offered? How do they enhance service delivery?

5. Contrast your own dental care experiences with those offered by Dr. Beckett’s practice. What
differences do you see? Based on your review of this case, what advice would you give to (a)
your current or former dentist and (b) Dr. Beckett?

6. Briefly apply the Three-Stage Model of Service Consumption to the customers of Homeplus
virtual stores.

7. Give an example of a service business with “front” and “backstage” operations.

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