Can anyone please help me interpret the following exam questions?
"Internet service providers, having access to increasing amount of data, may devise service differentiation based upon customer profitability in building their service brand globally. Taking this as a given condition for success:
1. Please explain/define the following six terms of service marketing when applied to the Internet: service quality, self-service technologies, service brand elements, misleading advertising, customer expectations exceeded and service image.
2. Use examples from your own experience on the web to illustrate these six terms and the operational problems involved for Internet service providers."
The questions (1 & 2) are pretty straight foward, however, the leading question about internet service providers puzzles a great deal. What is exactly meant by it? What exactly clarifies an internet service provider? Is it basically the company that provides your internet or is it any company that sells a service through the net? Are there any specific cases where service providers devise their service differentiation in order to achieve success? Any help is appreciated !!