Marketing of service
Project description
ASB 3107 The Marketing of Services
Assignment
The assignment is based on BOOK SHOPS. You are required to examine what marketing aspects might shed light on the specific service sector. Several different service sectors have been selected which are accessible to you as students studying in UK.
TASK
1.Introduce the service sector assigned to you specifically indicating some of the competitors operating in the UK market, including recent trends in their performance.
2.Identify for that service sector the service challenges using the five service characteristics; assess operations in that sector using the services marketing triangle, & the Servuction Model.
3.Consider how the industry has changed over time – use the Interaction Matrix, specifically considering the potential for the customer to self manufacture the service, & the adoption of technology into the delivery of the service.
4.Propose appropriate measures of service quality for the face-to-face interaction between provider & potential customer, & for any interaction which is mediated by technology.
5.For 2 named providers compare their use of the extended marketing mix (8Ps) face-to-face & using technology, & make appropriate recommendations.
SCENARIO – Book shops
You should attempt this assignment in an essay of word length 1800 to 2000 words with sections of roughly equal length.
Use the main body of your report for concise analysis & discussion – put data & facts in Appendices.
Acknowledge all sources, & avoid plagiarising the works of others.
