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BU1108 Managing Consumer Markets

tag 0 Download 10 Pages / 2,450 Words tag 27-07-2021
  • Course Code: BU1108
  • University: James Cook University
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  • Country: Australia

Question:

A service product is classified as one that has a degree/balance of tangible and intangible attributes/ features. Many of the attributes cannot be touched, smelled or tasted by the customer prior to consumption. Thus service products with a higher proportion of intangible attributes are more difficult to assess on important features including aspects of service quality.
During the service experience (visit to the café as a mystery shopper), you are required to experience the service offerings as if you were a customer. While you observe and experience the offerings, you will observe the performance using the 4P's of marketing (Product, Price, Place, and Promotion) and the 3P's of service (Process, People, Physical Evidence). Your observations will feed into the development of an App Proposal for the service product (see Assessment Task 4). You must summarise your experience in a blog addressing the seven principles listed above (4P's of Marketing & 3P's of Service) using marketing terminology as provided in this subject using a maximum of 600 words. More information is provided on Learn JCU.
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