Services Marketing Integrating Customer Focus Across the Firm

services marketing integrating customer focus across the firmChapter 01 Introduction to Services Multiple Choice Questions 1. (p. 4)  In the simplest terms, _____ are deeds, processes and performances. A. Attributes B. Experiences C. Services D. Goods E. Benefits Difficulty: Easy 2. (p. 4)  The maintenance contract offered by Sears on its Kenmore refrigerators, dishwashers and microwaves is an example of a(n) _______. A. Service B. Experience C. Attribute D. Good E. Benefit Difficulty: Easy 3. (p. 4)  When Heather goes to the local gym, she has a personal trainer who helps make sure she is using the equipment correctly.The personal trainer is an example of a(n):   A. Service B. Experience C. Attribute D. Good E. Benefit Difficulty: Easy 4. (p. 4)  Many people when they go on vacation are choosing to leave their dogs in posh pet resorts that offer a variety of activities for the dogs, such as swimming pool frolics, nature walks and hayrides. Dog owners are paying $17 per nig ht for basic boarding at the pet resorts and up to an additional $20 for the other activities, which would be collectively classified as:   A. Goods B. Values C. Services D. Satisficers E. Attributes Difficulty: Easy 5. (p. )  _____ is a key determinant of whether a product offering should be classified as a product or a service. A. Physicality B. Audience passivity C. Tangibility D. Perception E. Abstraction Difficulty: Easy 6. (p. 4)  Which of the following is an intangible component of a car repair shop? A. Replacement parts B. Employee uniforms C. Barrel for storing recyclable motor oil D. The training the mechanic has received E. Customer waiting area Difficulty: Easy 7. (p. 4)  Which of the following is an example of a tangible component provided by a hotel? A. Wake-up call B. Guest rooms C. Room service D. Express check-out E.Guaranteed reservations Difficulty: Easy 8. (p. 3, 11)  Which of the following is NOT an example of a service business? A. Amusement park B. H otel C. Bank D. Department store E. Soft drink bottler Difficulty: Easy 9. (p. 17)  Extron Electronics makes coaxial cables for connecting computers to all types of peripheral devices like printers, modems and fax machines. For the benefit of its customers, Extron provides a laminated card with pictures of all the possible cable connections that a customer could need. With this card, a customer can order from one to any number of connectors with as many feet of cable as is needed.Orders can be placed using a toll-free number, a fax number or an e-mail address. Company reps are also available 24-hours a day in case the customer is not sure which drawing on the card matches his or her needs. Orders are shipped within 48-hours of receipt. If a customer is not completely satisfied with his or her order, Extron has a 100 percent satisfaction guaranteed return policy. Which of the following trends that has influenced the development of services marketing concepts and strategies as illus trated by Extron's focus on customer service? A. The increasing importance of service industries to the U.S. and world economies B. The increase of government regulation of service industries C. The growth in information-based technology D. Increased competition in professional services E. Manufacturing firms are placing increased emphasis on providing services Difficulty: Moderate 10. (p. 7)  Which of the following trends has directly influenced the development of services marketing concepts and strategies? A. The decreasing importance of service industries to the U. S. and world economies B. The growth in information-based technology C. Decreased competition in professional services D.The fact that manufacturing firms are placing increased emphasis on providing services E. None of the above Difficulty: Moderate 11. (p. 8)  On his way to work today, Terry saw a billboard for a physician's group that specialized in vascular surgery. In his local newspaper there was a full-page a d for a medical clinic that performed similar surgery. Then in his mail, he got a brochure from yet another medical clinic asking him if he wanted to get rid of ugly varicose veins. Which trend that influenced the development of services marketing concepts and strategies is illustrated here?A. The increasing importance of service industries to the U. S. and world economies B. The increase of government regulation of professional service industries C. The growth in database marketing D. Increased competition in professional services E. Professional firms are placing increased emphasis on providing services Difficulty: Easy 12. (p. 10)  Which of the following statements about services is true? A. A service economy produces services at the expense of other sectors B. Service jobs are low paying and menial C. Service production is labor intensive and low in productivity D.Service is a necessary evil for manufacturing firms E. The skills needed for managing services differ from those u sed for managing manufacturing businesses Difficulty: Easy 13. (p. 14)  Without good mailing lists, businesses cannot engage in effective direct-marketing advertising. On average 20 percent of the U. S. population moves annually. Return Path is a company that provides changes of addresses to businesses. It takes a business's mailing list, compares it to address changes that it gathers daily in its database and makes any necessary corrections.Return Path is a part of which trend in the services marketing industry? A. The increasing importance of service industries to the U. S. and world economies B. The decrease of human interaction as a result of widespread use of technology-based services C. The growth in the use of technology-based services D. Increased competition in the direct-mail industry E. The fact that direct marketing firms are placing increased emphasis on providing services Difficulty: Easy 14. (p. 14)  Garrett and Hugh were having breakfast when they decided they wa nted to have pizza and watch a video that night.Garrett turned on her computer, brought up the site of a local video store and ordered the movie Cold Mountain to be delivered to her doorstep at 7 p. m. Next she logged on to her favorite pizza restaurant's Web site and ordered a large pepperoni pizza and a bottle of her favorite soda to be delivered at 6:45 p. m. Garrett and Hugh enjoyed their evening. The next morning the video store had someone pick up their tape at Hugh's office. Which trend that influenced the development of services marketing is illustrated here? A. The increasing importance of service industries to the U. S. nd world economies B. The decrease of human interaction as a result of widespread use of technology-based services C. The growth in the use of technology-based services D. Increased competition in the entertainment industry E. The fact that manufacturing firms are placing increased emphasis on providing services Difficulty: Easy 15. (p. 30)  Which of the following statements has been suggested as a plausible explanation for the customer perception that service quality is declining? A. Technology-based services, which are superior to human-based services, are not being implemented enough B.Services are leveling the playing field and consistently trying to offer the same level of service to every customer C. Companies are decreasing their reliance on self-service and increasing the use of human interaction in the performance of services D. Customer expectations are higher because of the excellent service they receive from some companies E. Even though it is Easy to provide consistent, high-quality service, many companies do not want to do it Difficulty: Moderate 16. (p. 30)  Which of the following statements has been suggested as a plausible explanation for the customer perception that service quality is declining?A. Increasing use of technology is perceived by many customers as less service because there is no human interaction B. Companies provide unclear tactics for customers to follow when dealing with service providers C. Delivering consistent, high-quality service becomes routine D. Customers have no concept of what conditions produce to quality service E. Too many talented employees are left mired in front-end jobs that do not challenge them Difficulty: Moderate 17. (p. 15)  Which of the following statements about how technology has positively influenced service is true? A.Technology provides vehicles for delivering existing services in more accessible, convenient, productive ways B. Technology facilitates basic customer service functions C. Technology facilitates transactions by offering a direct vehicle for making purchases D. Technology provides an Easy way for customers to learn and do research about products and companies E. All of the above statements about how technology has influenced service are true Difficulty: Easy 18. (p. 14)  Which of the following statements describes how consumers and employees are responding to technology-based services? A.Services can readily calm fears that privacy may be sacrificed if technology is used B. An infusion of technology can lead to an increase in human interaction C. The payback for investments in technology is a certainty D. Employees are often reluctant to integrate technology into their work lives E. All of the above statements describe how consumers and employees are responding to technology-based services Difficulty: Easy 19. (p. 20)  The most basic and universally cited, difference between goods and services is:   A. Heterogeneity B. Perishability C. Intangibility D. Comparability E. DivisibilityDifficulty: Easy 20. (p. 20)  The characteristic of a service that means that it cannot be seen, felt, tasted or touched is:   A. Intangibility B. Heterogeneity C. Divisibility D. Perishability E. Compatibility Difficulty: Easy 21. (p. 20)  On a recent visit to The Home Depot store, a sales associate greeted Gigi when she entered the store, helped her locate the items she needed to repair her gutters and suggested how she could prevent gutter problems in the future. The assistance provided by the sales associate illustrates the ______ of services. A. Intangibility B. Comparability C. Divisibility D. PerishabilityE. Compatibility Difficulty: Easy 22. (p. 20)  In India weddings are timed to occur when Venus is in the ascendant and Jupiter is strong. This day is deemed lucky. In 2005, almost 15, 000 couples in New Delhi had their wedding on December 25, the day astrologers announced would be the best day for a wedding. The service provided by the astrologers is an excellent illustration of the _____ of services. A. Intangibility B. Comparability C. Divisibility D. Perishability E. Compatibility Difficulty: Easy 23. (p. 20)  Last November, Andrew and Jana went to talk to a wedding consultant about planning their June wedding.The consultant congratulated them on thinking ahead and then began to ask th em questions about what kind of wedding they wanted. She gave them a book that contained all the information they needed to plan a memorable wedding. They met with the consultant regularly to talk about how the plans were coming and made more decisions with her help. The consultant helped them with everything from invitations to wedding reception favors. She even went with Jana to select her wedding gown and her bridesmaids' gowns. The sort of assistance provided by the wedding consultant illustrates the _____ of services. A. IntangibilityB. Comparability C. Divisibility D. Perishability E. Compatibility Difficulty: Easy 24. (p. 21)  Which of the following statements describes a marketing implication that results from the intangibility of services? A. Customers participate in and affect the transaction B. Service quality depends on many uncontrollable factors C. Services can be readily communicated D. There is no sure knowledge that the service delivered matches what was planned a nd promoted E. Services cannot be inventoried Difficulty: Easy 25. (p. 21)  The characteristic of a service that refers to differences in employees' performances is:   A.Intangibility B. Heterogeneity C. Divisibility D. Perishability E. Simultaneous production and consumption Difficulty: Easy 26. (p. 21)  The first time Terry brought his car to Auto Lube to have the oil changed he was very satisfied with the service. The service manager consulted him several times while his car was being serviced, asked him if there were any problems with the car, recommended when additional services should be performed and answered questions directly and politely. However, when Terry went back to Auto Lube after three months to have his oil changed again, he was not satisfied with the service.The manager spoke to him only when he arrived and when he paid his bill. In addition, the manager was impatient and unfriendly during the interaction. Terry's experience at Auto Lube illustrates the ____ _ of services. A. Intangibility B. Heterogeneity C. Simultaneous production and consumption D. Perishability E. Divisibility Difficulty: Easy 27. (p. 21)  The first time Alexis went to take golf lessons, she had a golf pro who was very patient with her and who was able to pinpoint what she was doing wrong without making her feel uncoordinated. Her second golf lesson was not nearly as helpful.The golf pro who gave the lesson wanted Alexis to watch what he was doing and imitate his swing. He was unable to verbalize his instructions. Alexis's experience with the two golf instructors illustrates the _____ of service. A. Intangibility B. Heterogeneity C. Simultaneous production and consumption D. Perishability E. Divisibility Difficulty: Easy 28. (p. 21)  Two roommates both registered for an introduction to business class. At midterm, one roommate found his instructor so boring that he was thinking of changing his major to history. The other roommate had a charismatic teacher and loo ked forward to going to class.This heterogeneity of instruction demonstrates:   A. How difficult it is to synchronize supply and demand with service B. That customer service depends on employee actions C. How customers affect each other D. The fact services cannot be readily communicated or displayed E. Why services cannot be inventoried Difficulty: Easy 29. (p. 21)  Weddings have always been lavish in India. Vandana Mohan is New Delhi's most successful wedding planner. The average New Delhi middle-class wedding in 2005 cost $20,000 with one recent wedding costing more than $10 million.Because budgets vary as do the desires to show off one's ability to engage in conspicuous consumption, Vandana Mohan sometimes finds it difficult to maintain his reputation for lavish and beautiful weddings. The problems associated with the planning of weddings illustrate the _____ characteristic of services. A. Versatility B. Heterogeneity C. Simultaneous production and consumption D. Perishabili ty E. Intangibility Difficulty: Easy 30. (p. 21)  Parents everywhere are very busy and often cannot spend time with their children.In the Netherlands, children who want a bedtime story can call the telephone service and request to listen to one of twenty prerecorded fairy tales. The phone company charges $7 per story. Because of the prerecording of the stories, this bedtime service reduces the problems typically associated with the _____ characteristic of services. A. Versatility B. Heterogeneity C. Simultaneous production and consumption D. Perishability E. Intangibility Difficulty: Easy 31. (p. 22)  Which of the following is a marketing implication that results from the heterogeneity of services? A.Services cannot be returned or resold B. Services cannot be patented C. Services cannot be inventoried D. Mass production of services is difficult E. All of the above are marketing implications resulting from the heterogeneity of services Difficulty: Easy 32. (p. 22)  Because of t he _____ of services, service producers find themselves playing a role as part of the product itself and an essential ingredient in the service experience for the consumer. A. Comparability B. Intangibility C. Heterogeneity D. Simultaneous production and consumption E. Perishability Difficulty: Easy 33. (p. 2)  Due to the _____ characteristic of services, customers can affect the transaction and how others perceive the transaction. A. Comparability B. Intangibility C. Heterogeneity D. Simultaneous production and consumption E. Perishability Difficulty: Easy 34. (p. 22)  The Offshore Sailing School in Jersey City, New Jersey offers a basic sailing course, which takes place in three days over two weekends, for $495. Students enrolled in the course attend classroom sessions that cover the theory and technology of sailing and receive hands-on sailing instructions in the water that introduces them to all fundamental sailing kills. Student participation in the Offshore Sailing School' s classroom sessions and hands-on sailing instructions illustrates the _____ characteristic of services. A. Versatility B. Heterogeneity C. Simultaneous production and consumption D. Perishability E. Intangibility Difficulty: Easy 35. (p. 22)  For their wedding anniversary, Beth and Rick wanted to go skydiving. They enrolled in a skydiving class at the local airport at a cost of $260. After a 30-minute training course in which everything that was going to happen to them was carefully explained, Beth and Rick were sent up in an airplane with two skydiving experts.Each was placed in a harness arrangement with one of the experts and did what is called a tandem dive. With a tandem dive, Beth and Rick get to enjoy the experience without having to worry about when to open the parachute. The skydiving expert does that for them. This tandem jump illustrates the _____ characteristic of services. A. Versatility B. Heterogeneity C. Simultaneous production and consumption D. Perishability E. Intangibility Difficulty: Easy 36. (p. 22)  Which of the following statements describes a marketing implication that results from the simultaneous production and consumption of services?A. Services cannot be returned or resold B. Service quality depends on many uncontrollable factors C. Employees affect the service outcome D. Services cannot be readily displayed or communicated E. There is no sure knowledge that the service delivered matches what was planned and promoted Difficulty: Easy 37. (p. 22)  _____ refers to the fact that services cannot be saved, stored, resold or returned. A. Intangibility B. Heterogeneity C. Simultaneous production and consumption D. Perishability E. Incompatibility Difficulty: Easy 38. (p. 2)  In India weddings are timed to occur when the stars and planets are in certain positions, which are deemed lucky. In 2005, almost 15,000 couples in New Delhi had their wedding on December 25, the day astrologers announced would be the best day for a wedding. Wedding planners had to prepare all year for this one date instead of planning lots of weddings throughout the year. The service provided by the Indian wedding planners illustrates the _____ characteristic of services. A. Versatility B. Heterogeneity C. Simultaneous production and consumption D.Perishability E. Intangibility Difficulty: Easy 39. (p. 22)  An attorney who charges a client for a missed appointment is taking into account the _____ characteristic of services. A. Heterogeneity B. Simultaneous production and consumption C. Incomparability D. Perishability E. Intangibility Difficulty: Easy 40. (p. 22)  Bob Wilson owns and operates Flashdance Skating Rink. Last Monday afternoon, he had rented the rink out for a birthday party that was cancelled at the last minute due to a flu epidemic that had sickened three-fourths of the children who were invited.While Wilson kept the deposit, he did not get the skate rental fees or the snack food money he had anticipated from the rent al. Wilson lost money as a result of the _____ characteristic of services. A. Heterogeneity B. Simultaneous production and consumption C. Incomparability D. Perishability E. Intangibility Difficulty: Easy 41. (p. 20)  Which of the following is a marketing implication that results from the perishability of services? A. Service quality depends on many uncontrollable factors B. Employees affect the service outcome C. Synchronizing supply and demand is difficult D. Customers participate and affect the service outcomeE. Service delivery and customer satisfaction depend on employee actions Difficulty: Easy 42. (p. 23)  Which of the following is NOT an element of the traditional marketing mix? A. Production B. Place C. Product D. Price E. Promotion Difficulty: Easy 43. (p. 24)  In addition to the elements of the traditional marketing mix, the expanded mix for services includes:   A. Positioning, personalization and process B. People, physical evidence and process C. Personalization , procurement and people D. Profit, production and psychology E. People, partnerships and positioning Difficulty: Easy 44. (p. 4)  Which of the following is an example of the people element of an airline company's services marketing mix? A. Pilots B. Baggage handlers C. Customers D. Flight attendants E. All of the above Difficulty: Easy 45. (p. 24)  Andreason Removal Company removes asbestos from old houses and buildings. Which of the following is an example of the people element of services marketing mix? A. Federal inspectors who check behind Andreason's employees to make sure the job is done properly B. People in the community where it disposes of the asbestos C. Physicians who have studied the dangers of breathing asbestos D.People who hire the company to remove the asbestos from their property E. Suppliers who provide the uniforms and masks to protect Andreason's employees from the asbestos Difficulty: Easy 46. (p. 24)  When Alicia and Jordan dined at Formia Ristorante, a contemporary Italian restaurant in New Jersey, they both enjoyed Formia's coy, smart and embracing atmosphere. Formia creates this atmosphere with a single large dining room that measures 20 by 60 feet and contains 14 roomy tables. Ceiling fans slowly swirl as candlelight dances across the tables that are attentively cared for by servers.Vertical pink and white florid patterns emerge from old wainscoting. Finally, Formia's two-page menu offers guests a range of pasta, chicken, veal and seafood entrees, in addition to nightly specials that are handwritten and presented on large index cards. Alicia and Jordan experienced the _____ element of Formia Ristorante's services marketing mix. A. Product B. Production C. Process D. Place E. Physical evidence Difficulty: Easy 47. (p. 24)  Ruth recently visited a day care center that is convenient to her work. Ruth is thinking of letting the day care workers care for her infant son while she is at work.The first thing Ruth noticed when she wa lked in the door of the facility was the smell of urine. There was a dead plant in the window. Three babies were crying and no one was paying them any attention. Other children that Ruth could see looked listless. In this example, Ruth experienced the negative side of the _____ element of the day care center's services marketing mix. A. Product B. Production C. Process D. Place E. Physical evidence Difficulty: Easy 48. (p. 24)  Historically, the Japanese have had poor dental care. As part of their beauty regimen, the Japanese do have a habit of lightening and whitening their skin.Teethart has developed â€Å"tooth manicure† salons, which allow Japanese to match their teeth coloration to their skin. Each treatment takes place in a small booth, which contains an ergonomically-designed chair, muted lights and New Age-style music. The walls are painted calming shade of blues and greens. Teethart uses the _____ element of its service to reduce stress associated with dental proce dures. A. Product B. Production C. Process D. Place E. Physical evidence Difficulty: Easy 49. (p. 24)  Historically, the Japanese have had poor dental care.As part of their beauty regimen, the Japanese do have a habit of lightening and whitening their skin. Teethart has developed â€Å"tooth manicure† salons, which allow Japanese to match their teeth coloration to their skin. A personalized whitening mouthpiece is developed for each patient. The mouthpiece is placed around the teeth and a cleaning solution is added. The patient listens to soothing music and sits in a comfortable chair while his or her teeth are whitened. Monthly treatments in this spa-like environment reflect the _____ element of Teethart's service mix. A. Product B. Production C. Process D. Place E. PromotionDifficulty: Easy 50. (p. 24)  Yesterday, Mike went to the dentist for his 6-month check-up. Two weeks before he went to the dentist, he called the office to make an appointment. The day before his ch eck-up, the office's receptionist called him to confirm his appointment. When Mike arrived at the office, he checked in with the receptionist and then waited in the waiting room for 15 minutes, reading a magazine, before being greeted by the dental hygienist, who escorted him to an examination room. The dentist entered the room, greeted Mike, examined Mike's teeth, took a set of x-rays and asked the dental hygienist to clean Mike's teeth.When his teeth were cleaned, the hygienist told Mike he should return in 6 months for another check-up. Mike experienced the _____ element of the dental office's services marketing mix. A. Product B. Personalization C. Process D. Place E. Physical evidence Difficulty: Easy True / False Questions 51. (p. 6)  Corn, bricks and paper clips are three examples of tangible dominant products. TRUE Difficulty: Easy 52. (p. 5)  According to the concept of derived services, the value derived from physical goods is really the service provided by the good, n ot the good itself. TRUE Difficulty: Easy 53. (p. 0)  The development of services marketing concepts has been strongly influenced by professional services like doctors and attorneys. TRUE Difficulty: Easy 54. (p. 12)  Despite the importance of services and the bottom-line profit potential for services, consumers perceive that overall the quality of service they are receiving is declining. TRUE Difficulty: Easy 55. (p. 10)  The deregulation of industries has actually lessened the demand for services marketing skills. FALSE Difficulty: Easy 56. (p. 16)  Technology is creating a demand for ethnocentric services. FALSE Difficulty: Easy 57. (p. 7)  All businesses and organizations that operate on the Internet are essentially providing a service. TRUE Difficulty: Easy 58. (p. 22)  Because a product is tangible, it cannot be inventoried. FALSE Difficulty: Easy 59. (p. 22)  Because the production and consumption of services is simultaneous, the mass production of services is d ifficult. TRUE Difficulty: Easy 60. (p. 22)  A primary issue that marketers face in relation to service perishability is ensuring service quality over time. FALSE Difficulty: Easy 61. (p. 21)  Pricing is easier when marketing services than when marketing goods. FALSE Difficulty: Easy 62. p. 24)  The seven elements of the marketing mix for services are product, promotion, place, price, process, physical evidence and people. TRUE Difficulty: Easy Short Answer Questions 63. (p. 4)  What do deeds, processes and performances have in common? Those words together define what a service is. Difficulty: Moderate 64. (p. 4)  What do tax preparation services, law offices, dental practices and architects have in common? They are all industries classified as part of the service sector. Difficulty: Moderate 65. (p. 6)  What is the key determinant of whether a product is a good or a service? Its intangibility.Difficulty: Moderate 66. (p. 6)  Luke Rison has developed a great new massag e therapy that can completely alleviate the pain produced by the typical migraine headache. He wants to patent his massages. What is wrong with this plan? A massage is a service. Services are by definition intangible. Intangibles cannot be patented. Difficulty: Moderate 67. (p. 6)  Weight loss centers provide moral support and weight-loss aids to those who believe they need to diet. The centers often use before and after pictures of their most successful cases to overcome problems associated with which service characteristic?Intangibility. Difficulty: Moderate 68. (p. 20)  Keith overheard two women comparing the way the dog groomer clipped their poodles. One claimed the groomer did not cut the hair between her dog's toes as was advertised, but that everything else about the cut was perfect. The other groused that the groomer left the hair on her dog's tail too long, but at least the hair on his feet had been cut. Which characteristic of service were the two women discussing? Het erogeneous. Difficulty: Moderate 69. (p. 21, 22)  Briefly explain why it is impossible to mass produce a service.Services are typically produced and consumed at the same time. Difficulty: Moderate 70. (p. 22)  Imagine you own an ice skating rink that operates in Aspen, Colorado. What is your primary concern when considering service perishability? Your inability to create an inventory when demand for your service is low. Difficulty: Moderate 71. (p. 22)  Maria Kingsley is a fortune teller. She is concerned because today two of her clients missed their appointments to have her read their Tarot cards and she had plans for the money she would have earned. With which characteristic of services is Kingsley most concerned?Perishability. Difficulty: Moderate 72. (p. 24)  A service provider is studying other services to see how they achieve and maintain service quality. The service provider has looked at nurses, concierges, massage therapists and department store customer service rep resentatives. With which element of the services marketing mix is the service provider concerned? People. Difficulty: Moderate 73. (p. 24)  Which elements of the services marketing mix are influenced by the techniques used to recruit and train new employees as telemarketers? People and process. Difficulty: Moderate 74. (p. 4)  Which element of the services marketing mix is influenced by the health inspector's report that is prominently displayed in all restaurants? Physical evidence. Difficulty: Moderate 75. (p. 24)  Which elements of the services marketing mix is being used when the guy preparing pizzas in the front window of an Italian restaurant tosses the pizza dough in the air? People and process. Difficulty: Moderate 76. (p. 24)  An airline is concerned with whether its passengers are satisfied with how their luggage is handled before, during and after a flight. With which element of the services marketing mix is the airline concerned?Process. Difficulty: Moderate 77. (p. 16)  How are customers and employees responding to the proliferation of technology-based services? Technology is providing vehicles for delivering existing services in more accessible, convenient, productive ways. Technology facilitates basic customer service functions such as bill paying and order tracking. Technology also facilitates transactions by offering a direct vehicle for making purchases. Technology also gives customers access to a wealth of information. Through self-service technologies, customers can serve themselves more effectively.On the downside, customers worry about privacy and the confidentiality of their personal information. Customer technology readiness is also an issue with some customers who prefer to be laggards. With technology infusion, there is a loss of human interaction, which may be seen as a negative by both customers and employees. For employees, technology can provide tremendous support in making them more efficient and effective in delivering services. Customer relationship management and sales support software are broad categories of software that can aid front-line employees in providing better service.Employees can use the information available through technology to customize services and create greater customer satisfaction. Not all employees are eager to integrate technology into their work life either because they don't want to change or they don't see value in the new technology. Difficulty: Challenging 78. (p. 17)  What does it mean when someone says, â€Å"The Internet is a service†? All businesses and organizations that operate on the Internet are essentially providing services-whether they are giving information, performing basic, service functions or facilitating transactions.Thus, all the tools, concepts and strategies learned in studying services marketing have direct application to e-business. Although the Internet has changed how people do business and what offerings are possible, it is clear th at what customers still want is basic services. Difficulty: Challenging 79. (p. 20-22)  List the four characteristics of service and discuss how each would impact the marketing of a chain of fitness centers that is being started by six former Olympic athletes. Student answers will vary.They need to look at intangibility, heterogeneity, simultaneous production and consumption and perishability issues and relate each to its marketing implications listed in Table 1. 2. The following is a possible answer. Intangibility-If they develop some unique weight-training or aerobic exercise program, they cannot be patent it. Moreover, it could be easily copied by competitors. The service itself is difficult to promote because they can only show the results of using their fitness center.Pricing will also be complex because of the intangibility of service-people have to believe they are getting their money's worth. Heterogeneity-Employees must be carefully trained and even then inconsistency of service is a possibility, especially if an employee has to work overtime. There are many uncontrollable factors that determine the effectiveness of the fitness center, including the motivation level of the customers. There is no way the athletes can be sure customers are receiving the services exactly as they are being promoted-what if an aerobics instructor is sick.Simultaneous production and consumption-Patrons who sign up but don't attend miss the benefits of the program as do patrons who talk others into boycotting instructors who require a full commitment. Employees who are not committed to fitness and miss exercise classes also can cause problems. Perishability-Fluctuating attendance in terms of time of day and day of week will make it difficult to provide the service. If members are not there at the time the class is offered, that class cannot be resold. Difficulty: Challenging 80. (p. 24, 25)  Stakeholders are defined as all the people who have an interest in the success o r failure of a firm.With this definition in mind, comment on the following statement: â€Å"All stakeholders are a part of the people element of the services marketing mix†. People who would have an interest in the success or failure of an organization would include its employees, suppliers, stockholders, distributors, legislators and government officials, consumer advocates and people in the community. The people element includes all human actors who play a part in service delivery. Therefore, the two terms are not typically synonymous. The people element of a service is limited to employees and customers. Difficulty: Challenging

Historical events Essay

Depending on the political views of a reporter, columnist, author, or news agency, the facts can be reported in a variety of different ways. This can often cause controversy regarding the truth, as different sources report differing things as being true. This is also true when speaking of historical events, as different people will speak differently of different events, depending on their political affiliation and beliefs. By slating the information in a particular way, the reporter can further his or her own political agenda, by making his or her beliefs seem like the right ones. If a person is a conservative politically, it would not make much sense for him or her to report the news in a manner that would support liberalism and vice versa. This is apparent in the way that Fox News and CNN report the news on a daily bases. There are clearly some political biases that distort the fact, in order to best serve the beliefs held by the people at these agencies. In a historical sense, it would not make much sense for a government to re-tell history in a manner that makes it seem tyrannical or even blood thirsty, so based on these political goals, the government can simply choose to leave certain aspects of history out. This makes it possible for them to manipulate public opinion in the manner that best compliments their objectives. An example of how the manner in which a news story is reported can change the entire event is perceived is a recent story that was picked up by both Fox News and CNN. The story was about a tour that President George W. Bush and Secretary of Defense Donald Rumsfeld embarked on in order to increase support for the war in Iraq. While the exact same speech was covered by both news agencies, the information that was passed on to the public was different in each case. Fox News focused on the positives that had been accomplished in Iraq. It started by giving numbers on how many Iraqi soldiers had been trained to fight insurgents in the region. Rumsfeld was quoted as saying that â€Å"95 battalions, 50,000 of the 212,000 Iraqi force, are trained, equipped and in the fight against insurgents† (Baier). Fox also made a point of mentioning how Iraqi forces were taking an increased role in the stabilization of Iraq and they were well on their way to being able to defend their own country. Fox continued on by including Rumsfeld’s quote that withdrawing troops from Iraq would be counter productive to their anti-terror movement and would â€Å"put the United States ‘at still greater risk’† (Baier). Fox News did not forget to mention how George Bush said that he has a strategy for victory, despite the fact that no specific strategy is discussed. Lastly, Fox News included Rumsfeld’s claim that â€Å"most citizens in Iraq are not supporting their (the insurgents’) cause† (Baier). By comparison, CNN took this story in a completely different direction by adding negative views on the war to its coverage. CNN begins by mentioning that the war is becoming â€Å"increasingly unpopular† (Bush: No Iraq Pullout Without Victory) in the United States. CNN continues on with its unflattering views by saying, â€Å"About 159,000 troops are in Iraq, up from about 138,000 in the summer† (Bush: No Iraq Pullout Without Victory). This shows how unsuccessful the Bush administration has been at accomplishing its goal of getting the troops out of Iraq. The CNN articles also reminds the reader that the war began under the assumption that Iraq was in possession of weapons of mass destruction and that despite this claim, no weapons had been found in the country. This is something that the government would desperately like the people to forget, but CNN will not let them. CNN also gives figures on the death toll of American troops in Iraq. This is another soft spot, as those who oppose the war often bring up the fact that many American soldiers have died fighting in a war that has no point. A quick mention is also given of anti-war demonstrators that showed up while Bush was speaking. Fox made no mention of this because it is very anti-Bush. Finally, CNN’s coverage of this story included the opinions of Senator Jack Reed, who is a Democrat from Rhode Island. His opinions are anti-Bush, due to his political affiliation. Reed comments add to the negative picture this article paints of Bush. These two articles cover the exact same thing, but they are obviously spun in very different directions. While some of the same quotes are used in both stories, they are not used in the same manner. Due to their conservative viewpoints, which coincide with the Republican Party’s viewpoints, Fox News focuses on the positives that are coming out of Iraq. Since Fox News is seen as a supporter of the Bush administration, it will slant its stories to paint Bush and his associated in a positive manner. Fox also does not include any opposing statements or differing points of view in its article, which gives the reader the impression that what they are reporting is the only opinion of this subject matter. CNN, on the other hand, is better at exploring both sides of the story. This article is more centerist than anything else, as it presents both sides of the story, although perhaps not equally. CNN says a lot of negative things about the war in Iraq, due to its liberal ideology, but it also does include what Rumsfeld said about certain things. CNN’s coverage does not follow one particular political ideology but can rather be interpreted as anti-conservative which, in turn, makes it anti-Bush. Seeing as how a story that quotes both Bush and Rumsfeld would only give one political view, CNN brought in the help of a Democratic Senator, in order to give a differing ideology on the matter. Both of these networks take the events that occurred, and organize them in a manner that will appeal to their viewers the most, even though both of them leave things out and include outside resources that contribute to their goals. This trend, however, has led to the public becoming â€Å"increasingly cynical toward the news media, as reflected in the slumping credibility ratings for many outlets. More generally, a majority of Americans (53%) agree with the statement ‘I often don’t trust what news organizations are saying. ’ And while 43% disagree with that statement, just 9% completely disagree with it† (Attitudes Toward the News: News Audiences Increasingly Politicized). A historical event that that has been changed due to a particular political ideology is the happenings surrounding the Nicaraguan election of 1990. The American government had the ideology that the Sandinistas, who were in power in Nicaragua, were not good for American interests in the region. It was reported in the New York Times just after the election that this was a long overdue victory for the opposition party, as American political ideals did not agree with the Socialist regime in Nicaragua. David Shipler wrote, It is true that partly because of the confrontation with the U. S. , Nicaragua’s economy suffered terribly, setting the stage for the widespread public discontent with the Sandinistas reflected in Sunday’s balloting. But few governments become moderate during a war; the contra war strengthened Sandinista hard-liners and probably contributed to their oppressive policies. The way to resolution opened only when Congress suspended the war, in effect, to give the Sandinistas a chance to proceed democratically. . . . Thus, Nicaragua’s election has vindicated Washington’s fledgling program of providing public, above-board funding to help democratic procedures take root in countries with authoritarian regimes. (A. 27) Due to the slant that the American government wanted to put on this situation, they only released certain information to the general public, which gave the public a favorable opinion of how the situation was handled. The American government portrayed Sandinista leader Daniel Ortega as a vicious man who tormented his people for years and only lost the his power when he agreed to a democratic election. In reality, however, Ortega won an election in 1984 by quite a wide margin and had been making strides in Nicaragua, until a group of U. S. backed militants began a war with him and his troops. This is the dominant ideology as well. During this time period, the United States was able to use the fact that the Sandinistas are a left wing party, as the Communist Party in the Soviet Union was, in order to gain support for their actions in Nicaragua. The American government to this day continues to tell the people of the United States that U. S. policy aims to continue supporting the consolidation of the democratic process initiated in Nicaragua with the 1990 election of President Chamorro. The United States has promoted national reconciliation, encouraging Nicaraguans to resolve their problems through dialogue and compromise. It recognizes as legitimate all political forces that abide by the democratic process and eschew violence. U. S. assistance is focused on strengthening democratic institutions, stimulating sustainable economic growth, and supporting the health and basic education sectors. (Background Note: Nicaragua) A differing political view, however, is held by Noam Chomsky. He has reported much different happenings in Nicaragua, due to his political angle being much different than the American government’s and the New York Times’. He has reported that â€Å"Nicaragua was†¦exceptional in the strength of that government’s commitment†¦to improving the condition of the people and encouraging their active participation in the development process† (Chomsky 42) which makes the United States’ goal of keeping the Sandinistas out of power seem odd. The real reason why the American government did not want to have the Sandinistas in power was that they believed in distributing wealth evenly among its population. They had a steal from the rich and give to the poor-type of mentality. This goes against the capitalist society that the United States prides itself on. The American government saw that socialism had the potential to work in Nicaragua and was worried about what kind of message that would send to the rest of the world. As it turns out, reports Chomsky, the American government funded the insurgents that caused so many problems for the Nicaraguan government while they were in power. They were provided with American weapons and resources, in order to make the people of Nicaragua believe that the government was not in control of things, in order to make them vote for someone one. None of these things were reported very regularly in American newspapers because of political views and they have changed the way this entire situation has been viewed in history. Throughout history, politics have played a huge role in the way news is reported. The political ideologies held by an individual or agency can impact the story that the public hears. Many times, different agencies will report on the exact same story, but with different results. Other times, the real story does not make it to the mainstream media, but rather comes out later in books and journals. These political views change the way things are reported and also the way things are remembered in the future. It is entirely possible to have your entire memory of an event molded by the network you switched to in order to watch the coverage. Past, present, and future events have all been manipulated by media and this trend will continue because there will always be political bias. Because of this, it is important to get news from as many sources as possible, and make an educated decision on what the real truth is.

Literary Foils Of Pride And Prejudice By Jane Austen

â€Å"Distinguished by her sisters†: Literary Foils in Pride and Prejudice The bicycle, the tin can, the steam locomotive, exercise, and the Bennet sisters; all of these were creations that came from Regency England. All of these things have had a lasting effect on modern day society. While the Bennet sisters seem the least important, the story of their lives provides modern society with insight into how the upper class in Regency England lived. The Bennet sisters themselves are an eclectic group of girls; each one has her own distinct personality. In Pride and Prejudice by Jane Austen, the minor characters: Mary, Lydia, and Kitty, serve as literary foils to glorify the good traits of the major characters: Jane and Lizzy. Of the five Bennet sisters, three of them get engaged/married throughout the book. Of those three, Jane and Lizzy have happy, loving marriages. The other marriage, Lydia’s marriage, was forced due to her scandalous relationship. Jane was ecstatic to be engaged and was truly in love with her fiancà ©: â€Å"Oh! Lizzy, why am I thus singled from my family, and blessed above them all! If I could but see you as happy! If there were but such another man for you†(Austen 300). Jane, and later on Lizzy, got engaged to a wealthy upper class man who she truly loved. Lydia’s relationship did not begin as joyfully as her sisters’. Lizzy demonstrated the issues of the marriage perfectly: â€Å"How Wickham and Lydia were to be supported in tolerable independence, she could notShow MoreRelatedJane Austen s Pride And Prejudice1115 Words   |  5 Pageseach one has her own distinct personality. In Pride and Prejudice by Jane Austen, the minor characters: Mary, Lydia, a nd Kitty, serve as literary foils to glorify the good traits of the major characters: Jane and Lizzy. Of the five Bennet sisters, three of them get engaged/married throughout the book. Of those three, Jane and Lizzy have happy, loving marriages. The other marriage, Lydia’s marriage, was forced due to her scandalous relationship. Jane was ecstatic to be engaged and was truly in loveRead MoreThe Character of Lady Catherine de Bourgh In Pride and Prejudice1175 Words   |  5 Pages Although typically overlooked by the inattentive reader, the minor character can serve a myriad of literary roles from adding to the overall story elements to distinguishing the character’s impact on the plot. In Pride and Prejudice by Jane Austen, minor characters play a paramount role in advancing the plot, reinforcing Austens tone, and uniquely contributing to the work as a whole. Surprisingly, the impact of a certain minor character upon the work is illuminated as well as expatiatedRead MoreJane Austen s Pride And Prejudice Essay968 Words   |  4 Pagesown distinct personali ty unlike the others. In Pride and Prejudice by Jane Austen the minor characters: Mary, Lydia, and Kitty, serve as literary foils to glorify the good traits of the major characters: Jane, and Lizzy. Of the five Bennet sisters, three of them get engaged/married throughout the book. Of those three Jane and Lizzy have happy, loving marriages, the other marriage, Lydia’s marriage, was forced due to her scandalous relationship. Jane was ecstatic to be engaged and was truly in loveRead MoreNervousness in the 19th Century1283 Words   |  6 Pagesaccording to Dr. George M. Beard, â€Å"strictly deficiency or lack of nerve-force† (American Nervousness, vi) in the 19th century. Nervousness at the time, was commonly acknowledged and accepted, so much so that it was written into literature, such as many of Jane Austen’s works. Many doctors considered nervousness to be a â€Å"woman’s disease† meaning that women were the most afflicted by this condition. Doctors of the 19th century have found excuses to restrict, restrain, objectify and metaphorically and literallyRead MoreMiss Mary Bennet, By Jane D. Austen1177 Words   |  5 Pagesone in the family, [ who] worked hard for knowledge and accomplishments,† (Austen 11) provides her readers with another perspective of the female sphere. Even at the Netherfield Ball, young Mary occupies herself at the piano, connecting rarely with others, and even more rarely dancing with a gentleman (Austen 48). Unlike her sisters, Mary Bennet has no preferences on males; â€Å"what are men compared to rocks and mountains† (Austen 73). Her devotions in her youth are centered in accomplishments, such as

I Am Proud Of What I Didn t Know About Poetry And Story...

When I started this class, I didn’t know much about poetry and story let alone creating my own. My relation with writing was mostly limited to science labs and research papers. Thursdays turn in were a challenge because I had to come up with a topic to write poems or stories. Today, I am proud of what I have accomplished. I was able to compose poems and stories that touched the readers’ heart. I have learned to enjoy writing and take it as a medium to express myself and share my stories. I was usually a reader but now I can write too. As I was growing up, my family moved to lots of different places inside Nepal. I didn’t have a permanent place that I could call my home. I liked traveling but, I felt I wasn’t living fully since I had to move once in every three or four years. As I reflect back to my childhood, I don’t remember writing stories and poem. I used to make up stories with my siblings, though. My parents were busy with their work, so we had to find a way to entertain ourselves. We used to come up with interesting naming games, but none of us were writers and we never thought of playing writing games. Writing doesn’t come naturally to me. I have to spend lots of time to come up with a topic and extra time to think of words that would go with my topic. For my Thursday turn in, I used to stay up late working on my poems or stories. However, I have learned to enjoy the process. After I am done writing, I feel proud of what I have put into my paper. Among allShow MoreRelatedDepression : A Complex Mental Health Complication4939 Words   |  20 Pagescontent. This article is about my personal struggle with depression and how I managed to fight my way out of it. Everything written below is offered as an example to follow for others who struggle with low self-confidence, grief and hopelessness. I believe that what I have to say will show other s how they can change their way of looking at the world and other people so that they can start living for themselves. If you knew me, you would know my story. You would know my life and my struggle to freedomRead MoreThe boy in the stripped pajamas Full TEXT35455 Words   |  142 Pagesextraordinary book that made me feel increasingly chilled TES The new The Curious Incident of the Dog In The Night ­ Time? Heat Successful fiction captures the imagination, it allows us to live lives that are extraordinary to us. The story of Bruno and Shmuel within The Boy In The Striped Pyjamas does exactly that, through it we gain a fresh and new perspec ­ tive on the Holocaust ... it is a novel whose ending remains with readers long after the pages are finished, it is a novel thatRead MoreCarl Roger Transcript44281 Words   |  178 PagesTranscripts of Carl Rogers Therapy Sessions Edited by Barbara T. Brodley and Germain Lietaer Volume 12 Year Page Gloria Filmed Interview 1965 2 Sylvia 4th Interview (Filmed) 1975 21 Commentary interspersed throughout Sylvia 5th Interview (Filmed) 1975 39 Commentary interspersed throughout Kathy Filmed Interview 1975 53 Commentary 67 Dione 1st Filmed Interview 1977 68 Commentary interspersed throughout Dione 2nd Filmed Interview 1977 1977

Leadership Styles From The Point Of View - 1465 Words

The articles under analysis explore leadership styles from the point of view of their relation to gender (Merchant, 2012) and personality (Yahaya et al., 2011). Merchant (2012) provides a valuable research, which is focused on gender as the major determinant of leadership styles in individuals. Providing an analysis of literature, Merchant (2012) indicates that â€Å"many studies analyzing the intersection of gender and influence tactics have resulted in mixed finding† (p. 24). It proves the argument that gender stereotypes play a major role in attributing particular roles for females and males on the basis of their biological sex and what is expected of them. Whereas Merchant (2012) does not present a particular argument on the topic, the†¦show more content†¦Ã¢â‚¬Å"Male managers tend to employ influence tactics such as personal appeal, consultation, assertiveness, and inspirational appeal, female managers use consultation, inspirational appeal, and ingratiation more with other female employees and exchange tactics more with male employees,† Merchant, (2012). I happened to work under both female and male leadership, and I should admit that the difference between them is not evident – everything depends on personality, and dissimilarities in influence tactics are attributed â€Å"to situational circumstances such as individual setting† (Merchant, 2012, p. 26). Personal Leadership Style My leadership style is both Participative and Democratic, and it is influenced by the three variables – gender, personality, and age. â€Å"Democratic Leader makes the final decision, only after receiving the input and recommendations of all team members,† (Goetsch, 2002). I focus on getting to the bottom of the problem by working through it. As a leader, I wouldn’t be concern with who likes me or who thinks I’m being too hard on the employees. My goal is to motivate employees and to see their potential. â€Å"Employees can be motivated by the potential to improve their job satisfaction,† Goetsch (2012). I’m a people person, and I can get along with pretty much any person and that’s how a leader should feel as well. Effect of Gender Though gender is a contradictory variable in affecting

The hand that rocks the boardroom cannot rock the cradle free essay sample

The hand that rocks the cradle can rock the boardroom. After being raised by a mother who? s time has been mostly spent working and trying to run a business, it is definite for me that a working mother can not expect to be good mother. Comparing my working mother? s job as a mother to my friend? s mothers who spend all of their time and energy focused on raising their child, makes it crystal clear that the characteristics needed to be a good mother, at least from my point of view, are not completed by my mother. It is just out of the question, either you do one thing properly or the other. Mothers can’t expect to have to completely different jobs that require their complete attention and excel at both. Either they do one thing or the other. In order to be a salient mother, attention or just the simple act of being present throughout their children? s day is very necessary. We will write a custom essay sample on The hand that rocks the boardroom cannot rock the cradle or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page For most hard-working mothers, babysitters, or in some cases day care, are their sweet escape from having to deal with their children; what they don’t know is that the more they depend on the babysitters to meet their children? s need for attention, the more distant they grow from their children. Since having a job or running a business draws most of a mother? s attention, it is impossible for her to think that she is doing a good job as a mother. All of this attention is being given by the babysitter, therefore making her play the role of a mother in the child? s life and creating a vast distance between the child and the mother. It is most important for a mother to be present in her son or daughter? s life physically as crucial as it is for her to be there mentally. It is frustrating for any child to lack the presence od a mother in their life. The nanny or the babysitter fills in this gap, but it still doesn’t suffice for the huge abyss. Simple things like taking their kids to soccer, or assisting their school reunions are not most likely to be done by a busy woman. These things are mildly important because they build a sufficient amount of confidence between the mother and child and make their bond stronger. As motherhood is affected by working, working is also affected by motherhood. Mothers claim to say that they can multitask, but is this true? For most mothers, their kids mean everything to them which means that they think sufficiently about them. This is a clear impediment for efficient work and is proved to be true. How can a mother expect to be good at her job when she is thinking about her kids the entire time? Mothers have the trait of being very precarious, and leaving their precious kids to the care of someone else who will probably not take as good care of them would only amplify that. The fact that a mother is a mother doesn’t mean that she is her child slave o that she has to devote her entire life to him or her, it is more about the small and unnecessary details that a devoted mother shows that not only make her a mother, but a true friend.

Report Essays - Chemistry, Catalysis, Peroxides, Hydrogen Peroxide

Enzymes: Catalase in the Liver and How it Reacts When Exposed to Hydrogen Peroxide Rainy M. Williams Jmeah Clark Saint Augustine's University Key Words Substrates Products Enzymes Catalase Hydrogen Peroxide Denaturalization Optimum Range Abstract All organisms rely on enzymes to catalyze a chemical reaction. An enzyme is a biological catalyst that increases the rate of a chemical reaction by lowering the level of activation energy that is necessary for the reaction to begin. Without enzymes, all chemical reactions necessary for life would proceed very slowly and would require more energy. If a substance (hydrogen peroxide) is added to an enzyme (catalase found in the liver), the reaction will speed up by bringing the reactants ( in this case, the substrates) within close proximity and facilitating their interaction when undergoing the reaction. The liver contains a specific enzyme called catalase.When hydrogen peroxide (H2O2) is added to the liver, the reaction is catalyzed due to the catalase, causing a chemical reaction to occur (essentially detoxifying the cells containing hydrogen peroxide), creating the products of water and oxygen. Introduction A substance that speeds up a reaction - without being a reactant - is called a catalyst. Catalysts used for biochemical reactions are known as enzymes, which are generally proteins. When enzymes are present in a reaction, the enzyme lowers the level of activation energy which is necessary for the reaction to begin. Enzymes work by binding reactant molecules and holding them in such a way that chemical bond-breaking and bond-forming can occur more readily. In order to catalyze a reaction, the enzyme will "grab" one or more reactant molecules to undergo the reaction. These reactants are called substrates, as they need the facilitation of an enzyme to complete the reaction. The part of the enzyme in which the substrates bind to the enzyme is the active site. The active site is the area in which the catabolic action occurs.The set of amino acids found in the active site as well as the 3D space give the enzyme its specific shape, size, and chemical behavior. An enzyme's active site is uniquely suited to bind to only one substrate in order to undergo the reaction ( Khanacademy.com). Once the enzyme and substrate combine, the enzyme quickly breaks down the substrate. The enzyme, however, is not consumed during this reaction, meaning the enzymes are reuseable. The substrate in this lab is hydrogen peroxide, a toxin found in the cells of all living organisms. Catalase, the enzyme for hydrogen peroxide (H2O2), accelerates the breakdown of hydrogen peroxide into the products of oxygen and water. The chemical equation for this reaction is: 2H2O2 2H2O + O2 The main objective of this lab was to determine how a piece of liver - which contains the enzyme catalase - would react when exposed to hydrogen peroxide (the substrate) in different food items and temperatures. If hydrogen peroxide is added to different food items such as an apple or potato, only a moderate reaction rate will occur compared to the rate of the raw liver. The food item is the independent variable of this lab, thus meaning the food item being tested -raw liver, apple, or potato - will be able to manipulate the outcome of the dependent variable which is the reaction rate. Part two of this lab was to determine the rate of reaction when the catalase was exposed to the hydrogen peroxide in differing temperatures of H2O2 (ice water (0c), room temperature (21c), warm water (37c), and boiled liver). If the liver was placed in each of these temperatures, the liver would have a greater rate of reaction when exposed to 37c hydrogen peroxide, as this is the body's natural tempera ture. By examining the chemical reactions produced when the liver was exposed to the hydrogen peroxide, an accurate analysis of the presence of enzymes as well as their reaction rates in each sample may be gained. Methods Part one of this lab was conducted in order to see if the potato or apple had catalase in them. Before the lab was conducted, materials needed to be gathered. We needed 3 test tubes,a test tube rack, a clean stirring rod, 50 mL of hydrogen peroxide in a small clean beaker, forceps, a piece of liver, a slice