Assignment BA2500 (Marketing - AC).
BA 2500 Ch. 8, 11, 13 & 14 April 13, 2018
Ch. 8- Watch the ‘Services Marketing Video’ under Week 13. (100 pts)
Provide a 3-4 sentence summary of the video below and answer the questions. Each answer should be 3-4 sentences.
1. What is the importance of adding a sense of tangibility to a service provider’s offerings?
2. Why is customer service so important to service providers?
3. How does perishability affect the marketing of services?
4. Since it appears to be more difficult to market services, are there fewer business opportunities in that sector?
Ch. 13- Watch the ‘Capital One Asks: What’s in your Wallet’ Video under Week 13.
Provide a 3-4 sentence summary of the video below and answer the questions. Each answer should be 3-4 sentences.
1. Why was the use of humor a good choice for the “What’s in your wallet?” ad campaign designed to establish a brand identity for Capital One?
2. Why do you think Capital One is seeking to acquire “bricks and mortar” banks?
3. Select or view ads from Capital One and other financial services companies like American Express Co., Citigroup Inc., Well Fargo & Co., and JPMorgan Chase & Co. How do they differ in terms of message, ad execution and ad medium? What do you conclude about the ad strategies of these companies?