Unit 3 Assignment: Service Organizations (MKT200 Principles of Marketing)

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.