Summary from the Professor:
Part I : Briefly describes 2 good encounters and 2 bad ones. Then go into details about 1 of the good encounters and 1 of the bad ones. Use the knowledge from both marketing and services marketing classes to assess what made the “good” encounter good to you specifically as a consumer (focus on the consumer segment you fall into) and suggest what can be fixed in the “bad” encounter.
Example that can be used:
The dove company- bad example.
Kendall Jenner Pepsi ad- BLM movement- bad example
Duolingo- Good example
Nike- Good example.
Part I: This paper will consist of three parts. In the first part of the paper, write about the organization from your encounter that has the worst service of the 4 encounters. Based on your reading of the textbook and issues we cover in class, diagnose the problem(s) with the service and then recommend the most important actions management should take to improve the service. Use concepts from the class to support your diagnosis and suggestions. Be selective and focus on the most important issues.
In the second part of the paper, write about an organization from your encounters that is doing an excellent overall job of services marketing. Again, base your analysis on the textbook and class discussions. Demonstrate your knowledge of services marketing concepts by discussing what makes this organization successful.
In the third part of the paper, please describe the lessons you learned by addressing the following two questions: What did you learn from this assignment about yourself as a consumer? What did you learn from this assignment that will help you be a better marketer?
The paper will be evaluated based on the following: the depth and substance of your
observations, your ability to diagnose probable causes of problems and match them with
appropriate solutions based on material discussed in class and/or in your readings, as well as the
quality of writing. Please note that the main purpose of this assignment is to evaluate your
understanding of course concepts, so be sure that you use services marketing concepts in your
Discussion.
Part 2
1. Choose a sector within the service industry, such as telecommunications, health, education,
transportation, banking, insurance, or professional services.
2. Select three competitors operating within your chosen industry.
3. Use secondary data and any information available on each company’s website or online to
address the following:
Define the core benefit offering of each company.
Describe the target market as evident from the website.
Identify the position of the selected companies on a positioning map.
Identify potential differences in the defined core benefits across market segments.
Detail how each company manages service quality.
Evaluate if and how each company handles customer expectations and satisfaction.
Analyze how the company’s communications reflect their core value pro.
