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Student Number: EMV24410
Student Name: PARBATI ROKKA
HC2112
SERVICE MARKETING AND RELATIONSHIP MARKETING FINAL ASSESSMENT
TRIMESTER 2, 2022
TIME ALLOWED: 24 hours
Assessment Weight:
50 total marks
Instructions:
All questions
must be answered by using the answer boxes provided in this paper.
Completed answers must be submitted to Blackboard by the published due date and time.
Please ensure you follow the submission instructions at the end of this paper.
Purpose:
This assessment consists of six (6) questions and is designed to assess your level of
knowledge of the key topics covered in this unit.
HC2112 Final Assessment T2 2022
Question 1
(11 marks)
The four Ps of marketing are product, price, place, and promotion. These are the key factors that
are involved in marketing a product or service. Some marketers said: “The 4 Ps are all a
marketing manager needs to create a marketing strategy for a service business.” In what ways and to what extent do you think service business just needs 4Ps to create
marketing
strategy Answer the question in 300 words.
ANSWER: ** Answer box will enlarge as you type Marketing strategy "is the process that allows an organization to focus its limited
resources on the greatest opportunities to increase sales and achieve a sustainable
competitive advantage" (Kotter, 1996, p.173). In other words, marketing strategy is the
process of creating a plan that will help a company achieve its marketing goals. There are
many different factors that go into creating a successful marketing strategy. The 4Ps of
marketing are a important part of the process, but they are not the only factors that
need to be considered. A company must also have a clear understanding of its target
market, its competitors, and its own strengths and weaknesses. In addition, a company
must set realistic marketing goals and objectives. Without these other elements, the 4Ps
of marketing will not be enough to create a successful marketing strategy.
As such, service businesses need more than just the 4Ps of marketing to create a
successful marketing strategy. If service businesses want to create a marketing strategy
that will help them achieve their marketing goals, they must also consider other
important factors such as their target market, their competitors, and their own strengths
and weaknesses. When it comes to marketing strategy, target market refers to the group
of people that a company wants to sell its products or services to (Kotler and Keller,
HC2112 Final Assessment T2 2022
2009). A company must have a clear understanding of its target market in order to
create a successful marketing strategy. They must know what their target market wants
and needs, and offer products and services that meet these needs. In addition,
companies must research their target market in order to understand their buying habits. Competitors are other companies that offer products or services that are similar to those
offered by the company in question. A company must have a clear understanding of its
competitors in order to create a successful marketing strategy. They must know what
their competitors are doing, and find ways to differentiate their own products and
services. Finally, a company must understand its own strengths and weaknesses in order
to create a successful marketing strategy. They must know what they do well, and what
they need to improve upon. Only by considering all of these factors will service
businesses be able to create a marketing strategy that is likely to be successful. Question 2
(7 marks)
Describe search, experience, and credence attributes and give examples of each. Answer the question in 250 words
ANSWER: Search attributes are characteristics that can be ascertained before purchase and do not
require experience with the product, such as price, color, or style. Experience attributes
are those that can be experienced only after purchase and use, such as taste, comfort, or
durability. Credence attributes are those for which it is difficult or impossible to
determine whether the product meets expectations, such as long-term durability or
safety (Ford,et al,1988).
HC2112 Final Assessment T2 2022
Some examples of search attributes include color, size, and price. Some examples of
experience attributes include taste, texture, and smell. An example of a credence
attribute would be the health benefits of a particular food product.
There are two main types of credence attributes: those that are verifiable and those that
are not. Verifiable credence attributes are those that can be checked by the consumer
through some type of test or examination. Non-verifiable credence attributes are those
that cannot be checked by the consumer and must be taken on faith (Ford,et al,1988).
Web search is the process of finding information on the World Wide Web. Image search
is the process of finding images on the Internet. Video search is the process of finding
videos on the Internet. First-hand experience is when a person experiences something directly.
Second-hand experience is when a person experiences something indirectly.
Third-hand experience is when a person experiences something that they have heard
about, but have not directly or indirectly experienced. For example, if you read about
someone eating a slice of pizza, you are having a third-hand experience of eating pizza
Question 3
(7 marks)
How can positioning maps help managers better understand and respond to competitive
dynamics? Provide an example and answer the question in 250 words
ANSWER: A positioning map is a tool that companies use to assist them in the process of
developing a positioning statement that is clear and succinct. This positioning statement
HC2112 Final Assessment T2 2022
is then used as a guide to direct marketing communications, and it also helps to ensure
that all marketing efforts are aligned with the overall positioning of the organization.
Positioning maps are a sort of competitive analysis that may be used to assist managers
in better comprehending and reacting to the competitive dynamics at play in their
respective industries. Positioning maps provide a graphical picture of how the goods or
services offered by one business compare to those offered by other businesses in the
same industry. The ability to swiftly identify areas in which the firm may need to make
adjustments in order to better compete in the market is provided to managers by this
(Jackson, 2019,p1).
For instance, a positioning map may reveal that a certain company's goods are priced
more than those of its rivals, despite the fact that consumers do not see them as being
of greater quality. In this scenario, the firm may find that it has to reduce its pricing in
order to remain competitive on the market. Alternately, a positioning map may reveal
that a company's goods are seen as being of greater quality than those of its rivals,
despite the fact that the company's prices are much lower. In this scenario, the firm
could be required to increase its pricing in order for those prices to more accurately
represent the value that customers place on the company's goods
(Jackson, 2019, p1).
Question 4
(7 marks)
What is the difference between enhancing and facilitating supplementary services? Give several
examples of each relative to services you have used recently. Answer the question in 250 words
ANSWER: HC2112 Final Assessment T2 2022
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