1. What you think might be the order winning and order qualifying criteria for: McDonald's, Southwest Airlines and a university? 

Answer:

                                                  OQC                                       OWC

McDonald's                             Availability,                          Speed of service, 

                                            right type of food,                 perceived value for money, 

                                            low cost                               cleanliness 

Southwest Airlines                    Availability,                          Value for money, 

                                            convenience,                        dependability, 

                                            speed                                  reliability 

A university                            Range of courses,                  Accessibility, 

                                            accessibility,                         reputation, 

                                            reputation                            cost

Performance measures would be focused on the OWC. For instance in McDonald's we could measure speed of service. We could also benchmark our selling price against all local competition.