PART 1: FINAL PROJECT
In this project, you will assume the role of the marketing manager responsible for the service who has been hired to improve service quality and reposition the service in the marketplace.
Complete the following activities:
- Describe DirecTV. What service issues does the firm need to address based on your initial research?
- Analyze the unique characteristics of services as it applies to your firm. How will you overcome these challenges?
- You have learned that services often present opportunities for unethical behavior. What types of ethical issues may arise with your service and how will you facilitate positive ethical behavior? What are some consequences that may arise if unethical behavior exists?
- Outline the pricing strategy for your selected service. What changes will you make to pricing strategy and why?
- Analyze the service firm’s communications strategy and answer the following:
- Who is the target market for the service?
- What are the top two core attributes your service company provides?
- Who are the top three competitors in your service category? Name and describe your competitors.
- What are the consumers’ perceptions of your service’s core attributes vs. the competition? Prepare a position map of your service.
- What communications tools does the firm employ? What changes would you make to their communications strategy and why?
- Outline the importance of the front-line employees for your service firm. What role do they play in delivering the service to the customer? What level of empowerment should be given to the service employees for this firm? Describe the changes you will make to the recruitment and training processes for your selected firm.
Submit a 5-6 page paper written in APA format. Also, be sure to properly cite your sources using APA; include your references and in-text citations. Use text reading (Hoffman, K. (2010). Services Marketing: Concepts, Strategies, & Cases [VitalSouce bookshelf version]. Retrieved from edu/books/1133343910/Root/0“>http://digitalbookshelf.southuniversity.edu/books/1133343910/Root/0) to help answer all questions: http://digitalbookshelf.southuniversity.edu/books/1133343910/id/ch07; http://digitalbookshelf.southuniversity.edu/books/1133343910/id/ch08; http://digitalbookshelf.southuniversity.edu/books/1133343910/id/ch09
Search the South University online library for peer reviewed articles to justify your answers. Include a minimum of three peer reviewed articles for your paper (these are attached)
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Assignment 2 Grading Criteria |
Maximum Points |
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Selected an appropriate service firm and outlined the issues the firm needs to address. |
20 |
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Analyzed the unique characteristics of services as it applies to their service firm and presented ways to overcome these challenges. |
20 |
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Described the types of ethical issues that may arise with their selected service. Stated ways to facilitate positive ethical behavior. Outlined some consequences that may arise if unethical behavior exists. |
30 |
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Outlined the pricing strategy for their selected service. Suggested changes to make to the pricing strategy and supported the recommended changes. |
30 |
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Analyzed the service firm’s communications strategy including the following: target market, top core attributes, top three competitors, position map, and communications tools |
30 |
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Outlined the importance of the front-line employees for your service firm. Stated the role they play in delivering the service to the customer. Suggested the level of empowerment which should be given to the service employees for this firm. Described the changes they would make to the recruitment and training processes for the selected firm. |
30 |
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Presentation Components: |
40 |
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Total: |
200 |
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