Appraise the key strategic issues in services marketing
b) Evaluate the nature, role, and significance of marketing communication in a service setting.
c) Interpret the processes, determinants and tools of service delivery. Business Assignment Help
d) Appraise ways of balancing capacity and demand in tourism and hospitality services.
Context
This assessment aims to assess students’ overall understanding of the subject and ability to apply theories, concepts and models covered throughout the term. Students are expected to provide an in- depth response to each question while demonstrating critical thinking and theoretical integration.
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Instructions
• This assessment consists of three compulsory essay questions.
• Answer all questions in a Microsoft Word document. You are not required to re-write the questions and instructions. Provide only the section and question number, followed by your response.
• Submission to be uploaded online no later than Monday, Week 11, 11.59pm. Business Assignment Help
• Word count: Approx. 2000 words.
• A Torrens University Australia Individual Assignment Cover Sheet is to be attached to your submission.
SECTION A – SHORT ESSAY Recommended length: 500 – 600 words per question
Question 1 (25 marks):
Argue the importance of ‘people’, ‘process’ and ‘physical evidences’ as additional elements of the 7Ps marketing mix. You may link your discussion to the four characteristics of services, where relevant.
Question 2 (25 marks):
Discuss three ways a service firm can utilise its service environment as a marketing communication channel. Provide examples to support your answers.
SECTION B – LONG ESSAY Recommended length: 800 – 1000 words
Question 1 (50 marks):
Identify a service firm offering low, medium or high-contact service(s). Your choice of firm is not limited to those operating from or within Australia, although it is important to ensure the its core offering is a service. Critically analyse the positioning strategy of the firm and the way(s) in which it differentiates itself from key competitors. You can use the important and determinant attributes to guide your analysis. Business Assignment Help