services marketing portfolio presentation

Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. Assessment Information Subject Code: MKT203 Subject Name: Services Marketing Assessment Title: Portfolio Presentation Weighting: 40% Total Marks: 40 Due Date: Week 12 . Assessment Description . Assessment 4: Portfolio Presentation Weighting: 40% Description: You will prepare a 10-page portfolio pitch and brief to your advertising agency. Students are to use choose their own firm and apply theoretical knowledge of models and concepts to the 7 Ps and apply them to your chosen service firm. Refer to weekly contents in order to choose and find the models and theories. Students are to: 1. Offer the firm description, target market and service positioning 2. Use service theories to analyse your current position for each of the 7 Ps 3. Offer a specific marketing strategy, objective and action 4. Brief the Ad agency on what they are trying to achieve for your firm and make recommendations for an integrated services marketing and branding plan to the agency 5. Be creative, use tables, figures, mock-ups 6. Each page will refer to one of the 7 Ps and include the analysis, the objectives and the recommended actions 7. The portfolio will also include the 1-page brief to the agency and the 1-page Integrated service marketing plan 8. Finally, you are to include a 1-page self-reflection on the service marketing elements and practices that has been learnt. Assessment Report Marking Rubrics Criteria HD (High Distinction) 85%-100% DN (Distinction) 75%-84% CR (Credit) 65%-74% P (Pass) 50%-64% NN (Fail) 0%-49% comments Introduction o Comprehensive statement of aims and scope. o Sufficiently detailed statement of aims and scope o Solid outline of aims and scope o Brief outline of aims or scope o Does not state aims or scope Research and Analytical Skills o Critically analyses and interprets business specific information to an excellent level of understanding. o Analysis clearly identifies, defines and applies relevant theories and concepts. o Extensive research is evident; quality selection and range of scholarly sources employed. o Analyses and interprets business specific information to a high level of understanding. o Analysis convincingly identifies, defines and applies relevant theories and concepts. o High degree of research effort evident; quality selection and range of scholarly sources employed. o Analyses business specific information to a good working knowledge. o Good working knowledge of relevant theories and concepts. o Research is focused, drawn from an appropriate range of scholarly sources, however could be more extensive in nature. o Analyses business specific information to a limited degree. o Analysis identifies, defines and applies limited relevant theories and concepts. o Research effort limited however evident; both intext referencing and reference list employed. o Analysis lacks depth, and interpretation lacking or irrelevant. o Analysis does not identify, define or apply relevant theories and concepts. o Research is either absent or lacks focus due to unsuitable choice of sources. Conclusion o Draws together the key findings of the analysis comprehensively and convincingly. o Excellent evaluations with succinct & highly developed recommendations. o Draws together the key findings of the analysis comprehensively. o Very good conclusions with a number of credible recommendations. o Draws together the key findings of the analysis in a well-written manner. o Good conclusions with several reasonable recommendations. o Draws together the findings of the analysis in an acceptable manner. o Acceptable conclusions with limited recommendations. o Does not draw together the key findings of the analysis. o No real conclusion apparent. Report Structure and Presentation o Writing is consistently cohesive and of excellent academic and professional standard. o Grammar and spelling are flawless (or close enough) throughout the report. o Seamless flow between discussion points and sections. o Report is professionally presented to required formatting standards. o In-text referencing and o Writing is cohesive and of high academic and professional standard. o Grammar and spelling are of excellent quality throughout the report. o Logical and rational flow between discussion points and sections. o Formatting is well presented with only minor errors. o In-text referencing and reference list are mostly correct. o Writing is easily readable but not always cohesive. o Grammar and spelling are very good. o Ideas/themes developed, but connections not always obvious. o Flow and readability have opportunity for improvement. o Format chosen is mostly appropriate. In-text referencing and reference list are very good but there are some o Writing is understandable but infrequently cohesive. o Grammar and spelling contain some errors. o Critical thinking shows limitations. o Format chosen is good enough but requires improvement. o In-text referencing and reference list are acceptable but errors are obvious throughout. o Writing mostly disjointed, demonstrating little or no structure. o Spelling and/or grammar impact on flow and readability. o No evidence of critical thinking. o Format chosen lacks structure and cohesion. o In-text referencing reference list are correct. errors. and/or referencing list missing and/or incorrect. Comments: Assignment Mark/Grade: Brief Re: Portfolio- Assessment-3 MKT203 Individual Assessment This is a portfolio and not a poster. The portfolio is where a learner:  Reflects on what they have learned  Encapsulates key aspects of their learning, based on their successes and failures as evidenced by the artefacts such as charts, diagrams, tables, graphs etc.  Proposes their future plans for learning (UNSW, 2016) In order to make this assessment, you need to follow the steps below. Decide on a service firm(This MUST be different than you assessment-2) Offer the firm description, target market and service positioning For Each P of service marketing, define objectives, strategies and actions One Page per P 1-page brief to the agency 1-page Integrated service marketing plan 1-page selfreflection Reference correctly and convert in to PDF Upload on Portal You will need to present your portfolio outcomes and agency brief (non-graded) to your class in week 12 (to small groups if class is big) in order to finally demonstrate your understanding of Service Marketing Strategies. You may would like to use charts like above in your portfolio, there is no word limit and this is not an essay so try to make it short-simple and visually appealing but at the same time don’t miss out on important contents such as Objectives, strategies and/or Actions. Augmented Services, Loyalty cards, Airport parking, Security solutions, fuel paricing Supplomentary services i.e. insurance, car loans, car hire, driving lessons, vehicle inspectins Core Services: Road side assistance Example: RAA(Royal Australian Automobiles ) Product/services Classification according to service encounter Etc…. High Contct • Road side assist • Driving lessons Medium contact • car loans Low contact • Car inspection reports • online travel insurance Pricing Strategies • Penetration pricing due to decline in PLC Road side assist • Status quo pricing to deal with existing competetion Insurance

1 MKT203 Lecture 1 Services Marketing Copyright Notice COPYRIGHT COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 WARNING This material has been reproduced and communicated to you by or on behalf of Kaplan Higher Education pursuant to Part VB of the Copyright Act 1968 (the Act). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Do not remove this notice Icon Meaning Activity Take notes These are important points and you should take notes. You will be required to know this information. Individual Activity Students complete an individual task. Group Activity Students discuss/ complete activities in groups and report back to the class. Research required You will need to research this and do some reading before the next class. Important Concept You MUST understand this concept to successfully complete the subject. Seek help if you don’t understand. Practice Questions Students will complete these questions as practice for the exam. 2 • Subject Overview. • Subject Outline. • Assessments • Tutorial Questions Chapter 1 An Overview of Services Marketing Understanding Services • A traditional view of service value: customer value is the result of an exchange between customers and the organisation. • An alternative view of service value: has evolved from the idea that value is co-created by customers when they interact with an organisation’s value-generating processes to satisfy their needs, wants and expectations, rather than merely receiving a standardised value from the service process 3 The Defining Characteristics of Services • Intangibility The Defining Characteristics of Services • Inseparability • Variability • Perishability Activity-1.1 • In your groups, identify five services and discuss various characteristics of services in that context. 4 Customer Service and Service Encounters • Types of service encounters – The four possible types of service encounters based on their duration and complexity : • Simple continuous • Simple episode • Complex continuous • Complex episode Customer Service and Service Encounters Activity-1.2 • Identify one example of service encounter for each of the four type of service encounter. 5 The Evolution of Australia’s Service Markets • Political or regulatory forces • Economic trends • Contributions to the Australian economy • Employment in the service industry The Composition of Australian Trade in Services Social changes:In 2007, the six largest categories of services exports were: » education ($12.2 billion) » tourism ($11.8 billion) » financial and insurance services ($1.7 billion) » computer and information services ($1.5 billion) » architecture and engineering services ($1.5 billion) » legal, accounting and management consultancy services ($1.1 billion) » agricultural and on -site mining services ($379 million). . Changes in technology • Technology has influenced the service diffusion process and facilitated the widespread adoption of new digital delivery systems. New markets and product categories, such as online newspapers and personal Global Positioning Systems, have been more readily adopted because of the rapid take -up of technology. Technology enables both customers and service organisations to be effective in receiving and providing service.18 The major banks, for example, offer BPay, an online banking service that allows the bank’s customers to serve themselves more effectively when they want to check their balances, pay accounts or transfer money 6 The Composition of Australian Trade in Services The Challenges of Marketing a Service • The marketing mix for services – Products – Price – Promotion – Place – People – Processes – Physical Facilities Types of Services Core Services The core service is the reason that customers are willing to purchase the product—because it provides a solution to their needs. Successful completion of your university degree, for example, will provide you with the skills and expertise to develop a well-paid and satisfying career in marketing. Peripheral Services Peripheral services, as their name suggests, facilitate the use of the core service, and are often the factors that differentiate and position the core service. For example, the core service of Qantas and Virgin Australia is passenger air transportation; the peripheral services, such as the cabin staff, the provision of food and beverages, and the flight performance, are the service activities that differentiate the two airlines and allow one to charge a higher price for the same service. 7 Types of Services The Difference between Goods and Services • Services cannot be stored • Intangible elements generally create the service value proposition • Services are more difficult to evaluate – Search dimensions – Experience dimensions – Credence (Credibility) dimensions The Difference between Goods and Services • Customers usually co-produce the service product • Maintaining service quality can be a problem • The time factor influences customers’ perceptions of value • Distributing a service product tends to use non-physical channels 8 Categorising Service Encounters • Services requiring customers’ physical presence • Services performed on customers’ possessions • Services involving customers’ mind • Services performed on customers’ intangible assets Categorising Service Encounters Tutorial Questions

1 MKT203 Lecture 2 Services Marketing Copyright Notice COPYRIGHT COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 WARNING This material has been reproduced and communicated to you by or on behalf of Kaplan Higher Education pursuant to Part VB of the Copyright Act 1968 (the Act). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Do not remove this notice Icon Meaning Activity Take notes These are important points and you should take notes. You will be required to know this information. Individual Activity Students complete an individual task. Group Activity Students discuss/ complete activities in groups and report back to the class. Research required You will need to research this and do some reading before the next class. Important Concept You MUST understand this concept to successfully complete the subject. Seek help if you don’t understand. Practice Questions Students will complete these questions as practice for the exam. 2 • Homework Customer Decision-making and Service Interactions Chapter 2 The Types of Purchase Decisions • Routine purchase of services In many instances, consumers may purchase or use services routinely without much thought or deliberation. Examples include catching a taxi, posting a letter, paying bills, writing an email or using a telephone. • Unwanted purchases of services There are many services that we are occasionally forced to acquire and use. We can consider legal services as one example and health services as another. • Emergency purchases of services This is where the consumer without any choice of provider needs to purchase or use a service immediately. Examples include ambulance services, emergency hospital visits, and fire, police and rescue services. 3 The Types of Purchase Decisions Limited problem-solving in the purchases of services • In these cases the consumer has prior knowledge and understanding of a number of providers to select from and is not obliged to make a choice. Examples may include choosing a mobile phone provider, a restaurant or a new computer game. Extensive problem-solving in the purchase of services • This occurs when the consumer has little or no experience regarding the service, the service is considered important to them and it is quite complex, meaning that there are many factors to be considered before a decision is made. Examples include enrolling in a university course for the first time, moving interstate or overseas for the first time, and investing in a retirement plan. Activity-1 • Make a flow chart of a purchase activity for any service. Customer Decision-making: The Six-stage Model of Consumer Behaviour of Services 4 • What do I need? • For the decision process to begin, a potential buyer must first recognise a problem or need • This can be caused by internal or external stimuli (push, pull or both) Pre Purchase Stage: Need Recognition or awareness/Expectations • What is it? Information is obtained from: • Personal Sources: family, friends, neighbours, and acquaintances • Commercial Sources: advertising, salespeople, dealers, packaging, and displays • Public Sources: reviews, editorials, consumerrating organisations Information Search • What other similar products are available? • Products are seen as bundles of product attributes • Customers rank attributes and form purchase intentions Evaluation of Alternatives: Search Attributes, Perceived Risk 5 • Search Attributes Decisions regarding the purchase of services can be made not on a series of considerations of a number of factors (often called compensatory decision-making) but on a few more important search attributes (features or benefits of a service). • Perceived Risk An important factor that influences the choice of a service provider is perceived risk, which is defined as the negative consequences that may occur as part of a transaction. Evaluation of Alternatives: Search Attributes, Perceived Risk (cont.) An important factor that influences the choice of a service provider is perceived risk, which is defined as the negative consequences that may occur as part of a transaction. These include: • Functional risk (the service will not be performed as expected, e.g. poor legal representation in the courts) Perceived Risk • Physical risk (risk to the self and others that the service may pose, e.g. travelling on an unsafe airline) • Financial risk (the service will not be worth the cost, e.g. the investment does not meet expected returns or cover the cost) • Social risk (the use of the service may lead to social embarrassment, e.g. a poor haircut or hair colouring) Perceived Risk (cont.) 6 • Psychological risk (the choice of the service may hurt the consumer’s ego, e.g. finding out that one has been conned or tricked by a dubious real estate agent) • Time risk (the time spent in experiencing the service may have been wasted, e.g. a holiday or honeymoon does not live up to expectations). Perceived Risk (cont.) Do I prefer this brand? • Bundling, degree of importance to each attribute, brand attribute, utility function of each attribute May be influenced by: • Attitudes of others • Unexpected situational factors Purchase Decision In service encounters, both the provider and the consumer co-produce the service. As discussed, the provision of correct financial services relies on the consumer’s understanding and knowledge. In other words, consumer actions and understanding influence the standard of service received. Service encounters 7 1. High-contact services Service encounters: Three Levels of Customer Contact 2. Medium-contact services Service encounters: Three Levels of Customer Contact 3. Low-contact services Service encounters: Three Levels of Customer Contact 8 Service encounters: Evaluation of Service Is this what I wanted? Cognitive dissonance is buyer discomfort caused by post purchase conflict Dissonance Reducing Behaviour: Occurs when consumers are highly involved with an expensive, infrequent, or risky purchase, but see little difference among brands Post-purchase Behaviour Satisfaction Consumers judge the adequacy of a service by comparing the expectations of it with the performance of the service. If performance is equal or above that expected then consumers are said to be satisfied with the last transaction. Word-of-mouth recommendations Consumers who have experienced a service will often discuss their experiences with others. Post-purchase Behaviour (cont.) 9 Activity- 2 • In your group, discuss any 2 incidents where you have provided WOM recommendations for any services. Also discuss “Why” did you recommend that service. • What happens when consumers’ actual purchase differs from their expectations? • How does this relate to Marketing? • How do companies reduce cognitive dissonance in their marketing efforts? http://www.youtube.com/watch?v=DF4gdOlP-fc Cognitive Dissonance with Philip Zimbardo Post-purchase Dissonance – How do customers deal with it? Most people tend to be quite predictable in their behaviour regarding: • Information • Visualisation Predictability of Consumer Behaviour 10 Diffusion of Innovation in a Western Context Diffusion of Innovation in an Asian Context 11 The Types of Purchase Decisions The Six-stage Model of Consumer Behaviour of Services 1. Pre Purchase Stage: Need Recognition or awareness/Expectations 2. Information Search 3. Evaluation of Alternatives: Search Attributes, Perceived Risk 4. Purchase Decision 5. Service encounters 6. Post-purchase Behaviour Predictability of Consumer Behaviour Product Life Cycles – Asia vs West Summary Solomon, M. R., C. Surprenant, et al. (1985). “A Role Theory Perspective on Dyadic Interactions: The Service Encounter.” Journal of Marketing 49(1). Bendapudi, N. and R. P. Leone (2003). “Psychological Implications of Customer Participation in CoProduction.” Journal of Marketing 67(1): 14-28. Extra Readings

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