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4. Promotion and Education
5. Physical Evidence
6. Process
7. People
SERVICE QUALITY (MKTG 1268)
GUIDELINES FOR GR0UP ASSIGNMENT:
NEW SERVICE PROPOSAL
(PART THREE)
(JULY 2013)
Geoffrey da Silva
 Basically to outline the main tools of promotions
that you would recommend to communicate the new
service
 Don’t just describe what is advertising or PR but
instead focus on what specific tools you would use
and WHY
 What are your communication objectives?
 To create awareness of the new service?
 To educate the audience about how to use the service?
 To position your brand?
4. PROMOTION AND EDUCATION (10 MARKS)
(HOW WILL YOU APPEAL TO YOUR TARGET MARKET AND
COMMUNICATE/EDUCATE YOUR
TARGET MARKET ABOUT THE NEW SERVICE?)
2
 Remember the problem of intangibility – how do
you overcome this in your marketing
communications?
 Which is better – advertising or PR? Which would
be better in terms of awareness creation? Which is
better for credibility (remember the concept of
‘credence quality’ for a service product?)
 Can the internet be used to promote and educate
the new service
 Education is an important issue because we are
“modifying customer use behaviors” to adapt to the
new service
PROMOTIONS ISSUES
3
 Here you need to discuss the concept of the
‘servicescape’
 Can the servicescape influence consumer affect
behaviors (see the theory) – briefly link to your own
service example
 Describe briefly what aspects of the servicescape
is important in attracting attention to your service
facility; three aspects:
 Ambient conditions
 Space and functionality
 Symbols and signs
 (you don’t need to write all BUT SELECT relevant aspects)
5. PHYSICAL EVIDENCE (10 MARKS)
4
Explain how different aspects of the
servicescape create a ‘holistic view’
(Provide details and visuals/graphics [i.e.,
mock up] at least three pieces/forms of
‘physical evidence’ required as a result of
the introduction of the proposed new
service.)
PHYSICAL EVIDENCE
5
 (Present a blueprint and detailed explanation capturing
how the new service will be produced and
experienced.)
 Approach
 Draw a simple blueprint showing the main steps for service
delivery
 Indicate which are front and back end operations or which parts
are done using SST
 Indicate possible fail points
 Mention briefly how the new service blueprint is an
improvement over the old/current service (if any) – example do
you save certain steps of operations or reduce costs
6. PROCESS (10 MARKS)
6
a) What [new/existing] skills do staff members need
to possess to produce the new service?
b) To what extent do you require/rely on your
customers to engage in co-production?
c) What kind of training may be required to
familiarise staff members/customers with the new
service?
 Answer ALL three parts
7. PEOPLE
7
PEOPLE
8
item Issues to discuss
Skills needed For the new service what skills would your staff
and customers need, Example if it is web-based
what skills do they need to use the service
online?
Educating customers How to inform customers how to use the service;
perhaps online information or demonstration at
the point of service?
Training What instructions need to be given
-In house training
--customer orientation
 Summary reflection of the strengths and
weaknesses of your proposed new service concept,
and its feasibility or likelihood of success.
 This is just a half page summary. List the
advantages and limitations of the new service
concept. In your opinion what are the chances of it
succeeding and your reasons.
CONCLUSION (5 MARKS)
9
 Submission is on week 11 : 30 September 2013
5pm
 Hand over the report personally to me
 Binding is SPIRAL binding – no stapling and files
 Max word count is 6000 (does not include
appendices
 Be sure to include bibliography
 Turnitin when you submit online to RMIT
 Good luck
FINAL REMINDER
10

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Promote New Service Proposal

  • 1. 4. Promotion and Education 5. Physical Evidence 6. Process 7. People SERVICE QUALITY (MKTG 1268) GUIDELINES FOR GR0UP ASSIGNMENT: NEW SERVICE PROPOSAL (PART THREE) (JULY 2013) Geoffrey da Silva
  • 2.  Basically to outline the main tools of promotions that you would recommend to communicate the new service  Don’t just describe what is advertising or PR but instead focus on what specific tools you would use and WHY  What are your communication objectives?  To create awareness of the new service?  To educate the audience about how to use the service?  To position your brand? 4. PROMOTION AND EDUCATION (10 MARKS) (HOW WILL YOU APPEAL TO YOUR TARGET MARKET AND COMMUNICATE/EDUCATE YOUR TARGET MARKET ABOUT THE NEW SERVICE?) 2
  • 3.  Remember the problem of intangibility – how do you overcome this in your marketing communications?  Which is better – advertising or PR? Which would be better in terms of awareness creation? Which is better for credibility (remember the concept of ‘credence quality’ for a service product?)  Can the internet be used to promote and educate the new service  Education is an important issue because we are “modifying customer use behaviors” to adapt to the new service PROMOTIONS ISSUES 3
  • 4.  Here you need to discuss the concept of the ‘servicescape’  Can the servicescape influence consumer affect behaviors (see the theory) – briefly link to your own service example  Describe briefly what aspects of the servicescape is important in attracting attention to your service facility; three aspects:  Ambient conditions  Space and functionality  Symbols and signs  (you don’t need to write all BUT SELECT relevant aspects) 5. PHYSICAL EVIDENCE (10 MARKS) 4
  • 5. Explain how different aspects of the servicescape create a ‘holistic view’ (Provide details and visuals/graphics [i.e., mock up] at least three pieces/forms of ‘physical evidence’ required as a result of the introduction of the proposed new service.) PHYSICAL EVIDENCE 5
  • 6.  (Present a blueprint and detailed explanation capturing how the new service will be produced and experienced.)  Approach  Draw a simple blueprint showing the main steps for service delivery  Indicate which are front and back end operations or which parts are done using SST  Indicate possible fail points  Mention briefly how the new service blueprint is an improvement over the old/current service (if any) – example do you save certain steps of operations or reduce costs 6. PROCESS (10 MARKS) 6
  • 7. a) What [new/existing] skills do staff members need to possess to produce the new service? b) To what extent do you require/rely on your customers to engage in co-production? c) What kind of training may be required to familiarise staff members/customers with the new service?  Answer ALL three parts 7. PEOPLE 7
  • 8. PEOPLE 8 item Issues to discuss Skills needed For the new service what skills would your staff and customers need, Example if it is web-based what skills do they need to use the service online? Educating customers How to inform customers how to use the service; perhaps online information or demonstration at the point of service? Training What instructions need to be given -In house training --customer orientation
  • 9.  Summary reflection of the strengths and weaknesses of your proposed new service concept, and its feasibility or likelihood of success.  This is just a half page summary. List the advantages and limitations of the new service concept. In your opinion what are the chances of it succeeding and your reasons. CONCLUSION (5 MARKS) 9
  • 10.  Submission is on week 11 : 30 September 2013 5pm  Hand over the report personally to me  Binding is SPIRAL binding – no stapling and files  Max word count is 6000 (does not include appendices  Be sure to include bibliography  Turnitin when you submit online to RMIT  Good luck FINAL REMINDER 10