MKT304 - Services Marketing Essay - Management Assignment Help

Assignment Task

Assessment Description

Services continue to dominate economies in many parts of the world, including Australia. Think of a service with which you are familiar. Write an essay to answer the following questions. Your answers should be based on your own research and study of the subject:

• What, in your view, is critical to its satisfactory delivery, and why?

• In what respects is the marketing of this service different to the marketing of a fast-moving consumer good (FMCG)?

• Discuss your answer with specific examples/illustrations.

Approach to the Assessment

• Choice of a ‘service’: You can select a service that you may be familiar with as a consumer or even a service provider. It can be a consumer or business service. It should not be difficult to select a service for this assignment. After all we all consume a large range of services in our daily life. For example, most of you are currently consuming ‘education’ service. Other examples include air travel, banking, and visit to your GP etc. It will be helpful to provide a quick overview of the chosen service.

• Perspective: You should take an organisational (rather than individual) perspective in addressing the assignment questions.

• Justification: It is a sound practice to embed your assignment response in an established theoretical concept, model or theory. In this assignment, the notion of “customer value” and “marketing mix” may be appropriate concepts to explore and provide justification.

• Research: Please read the relevant chapters covered during weeks 1and 2. You are required to refer to other sources to write this essay. Also, you are encouraged to read widely and use academic sources to demonstrate clear understanding of the assignment issues and questions. This may involve reading contemporary journal and professional articles available through CDU library.

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