Choose a service that you currently use or have used in the past that you think does a good job of marketing their service and meeting their customers’ needs. Evaluate the four key characteristics (intangibility, inseparability, perishability, and variability) as they relate to your chosen company and make recommendations to the company on how they can improve in these areas.
Due Date: Sunday at 11:59 pm of Unit 3
Points:100
Overview:
Service marketing is a relatively new entrant in the world of marketing has only emerged
as a separate field of study in the 1980s (Hoffman & Bateson, 2017). Marketing a
service poses unique challenges to the marketer.
Instructions:
In this assignment, choose a service that you currently use or have used in the past that
you think does a good job of marketing their service and meeting their customers’
needs. Examples might include your college, your financial services institution, a hotel
chain, a dog walking service, hair/nail salon, DNA testing services, etc. Evaluate the
four key characteristics (intangibility, inseparability, perishability, and variability) as they
relate to your chosen company and make recommendations to the company on how
they can improve in these areas. In your paper, address the following:
1) Provide a brief introduction to your chosen company, what services they provide,
where they are located, how many employees they have etc. and explain why
you chose this company
2) What is the service company’s branding strategy? Some items you might want to
consider in this section are: How do they position their brand? Do they have a
well-established name brand recognition? Do they use crowdsourcing? Do they
use private-label branding or brand extensions?
3) Evaluate each of the 4 key service characteristics as it applies to the company.
Include at least two scholarly sources to support your work.
Requirements:
• Length: at least 2 double-spaced, APA formatted pages (not including cover or
reference pages)
Be sure to read the criteria by which your work will be evaluated before you write
and again after you write.
MKT200 – Principles of Marketing
Unit 3 Assignment: Service Organizations
Evaluation Rubric for Unit 3 Assignment
=
CRITERIA Exemplary Proficient Needs
Improvement
Deficient
(10 Points) (8-9 Points) (6-7 Points) (0-5 Points)
Introduction:
Identify Why you
Chose the
Company, Services
They Provide,
Location, How
Many, Employees
The introduction
is fully and
thoughtfully
addressed,
including all
details.
The introduction
is present but is
missing minor
details.
The introduction is
present but is
missing key
details.
The introduction is
missing or poorly
presented.
(30 Points) (24-29 Points) (18-23 Points) (0-17 Points)
Company’s
Branding Strategy:
Brand Positioning,
Brand Recognition,
Crowdsourcing,
Private Label
Branding or Brand
Extensions.
The company’s
branding strategy
is fully and
thoughtfully
addressed,
including all
details.
The company’s
branding strategy
is present but is
missing minor
details.
The company’s
branding strategy
is present but is
missing key
details.
The company’s
branding strategy
is missing or
poorly presented.
Evaluation: Identify
and discuss 4 Key
Service
Characteristics
The evaluation is
fully and
thoughtfully
addressed,
including all
details.
The evaluation is
present but is
missing minor
details.
The evaluation is
present but is
missing key
details.
The evaluation is
missing or poorly
presented.
(10 points) (8-9 points) (6-7 points) (0-5 points)
Resources More than 2
resources
2 resources 1 resources 0 resources
used.
Paper Length More than 2
pages.
2 pages. 1 page. Less than 1
page.
Clear and
Professional
Writing and APA
Format
Writing and
format are clear,
professional, APA
compliant, and
error-free.
Few errors that
do not impede
professional
presentation.
Significant errors
that do not
impede
professional
presentation.
Errors impede
professional
presentation;
guidelines not
followed.
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