Services Marketing Journal Instructions
Services marketing concepts are mental frameworks, or tools, which can help firms with their service marketing efforts. Your Services Marketing Journal will be an opportunity for you to better acquaint yourself with some key services marketing concepts by relating them to a specific service.
Your journal will be composed of a series of posts – each service marketing concept represented by its own post. The title of each post (provided below) includes the name of the specific service marketing concept and its associated chapter.
Your Services Marketing Journal will be submitted and general feedback provided twice during the term. Those two submissions are indicated on the syllabus. For the first submission (at the end of Module 2), you should have one complete post. For the second submission (at the end of Module 5), you should have two additional complete posts. Your final Services Marketing Journal submission (at the end of Module 8) should have the remaining 13 complete posts.
A Services Marketing Journal post should focus on one services marketing concept (those listed below). Each post should have two parts. It should introduce the services marketing concept in general in the “Services Marketing Concept Introduction” and then specifically apply it to your product in the “Services Marketing Concept Application.” These two headings should be included for clarity. Each part should include a relevant image as well. (An example is provided at the end of these instructions.) Your post should include the information below.
In your Services Marketing Concept Introduction, you should present the services marketing concept, a mental tool, as you would a physical tool. Include both (A) a brief description of the services marketing concept, and (B) an explanation of how it helps firms with their services marketing efforts. Your introduction should make the services marketing concept understandable to a person entirely unfamiliar with services marketing. Include a relevant exhibit/figure that illustrates the services marketing concept.
In your Services Marketing Concept Application, you should relate the services marketing concept specifically to your service (the service your instructor has approved for you). Explain how the firm seems to be applying the concept in its services marketing efforts. Your explanation should include both (A) your thoughts, as well as (B) the reasoning that supports your thoughts. I understand that you are not the top executives in that firm so you do not know the firm’s exact motivation(s) but you can make educated guesses. Your thoughts and reasoning should be clearly linked. Include a relevant image that illustrates your explanation.
Below is a list of the posts you will need for your Services Marketing Journal.
- Initial Post: Proposed three services
- Post 1: CH 1 – Search, Experience, and Credence Qualities
- Post 2: CH 2 – The Gaps Model of Service Quality
- Post 3: CH 3 – The Zone of Tolerance
- Post 4: CH 4 – The Five Dimensions of Service Quality
- Post 5: CH 5 – Importance/Performance Matrix
- Post 6: CH 6 – Levels of Relationship Strategies
- Post 7: CH 7 – Service Recovery Strategies
- Post 8: CH 8 – New Service Strategy Matrix for Identifying Growth Opportunities
- Post 9: CH 9 – “Hard” and “Soft” Customer-Defined Standards
- Post 10: CH 10 – Typology of Service Organizations Based on Form and Use of the Servicescape
- Post 11: CH 11 – Aligning the Service Marketing Triangle
- Post 12: CH 12 – Strategies for Enhancing Customer Participation
- Post 13: CH 13 – Variations in Demand Relative to Capacity
- Post 14: CH 14 – Five Major Approaches to Overcome Service Communication Channels
- Post 15: CH 15 – Summary of Service Pricing Strategies for Four Customer Definitions of Value
In terms of format, your posts should use the indicated headings. Text should be single-spaced and written in complete sentences. It should be free of spelling and grammar errors. Abbreviations should not be used. Exhibits/figures and images should have labels.
Example Services Marketing Journal Post
Post 23: CH 9 – Services Pricing Strategy
Services Marketing Concept Introduction
There are 4 types of services pricing strategies. Firms have a purpose for using different pricing strategies. First, with a Penetration Pricing strategy, the price is initially set artificially low to gain market share. Once this goal is achieved, the price is increased. Next, an Economy Pricing strategy is a no frills low price. The cost of marketing is kept at a minimum to keep expenses low and the firm profits primarily through volume sales. Third, a Price Skimming strategy is an initially high price which can be charged because the firm has some sort of competitive advantage or because there is a shortage in the marketplace. This allows a firm to gain high returns for a time. This high price is not generally sustainable. It attracts new competitors into the market and the price inevitably falls due to increased supply. Finally, with a Premium Pricing strategy, the firm can use a high price because there is a uniqueness about the product or service offered. This approach can be used when a sustainable competitive advantage exists. The firm profits primarily through high margins. These services pricing strategies can be illustrated in a matrix using price and quality as axes.
Services Pricing Strategy Matrix
Services Marketing Concept Application
My service is lodging by Motel 6. I think Motel 6 uses an economy pricing strategy. At a price of $53.99 per night, it is consistently less expensive than most competing motel chains. It offers a low frills price that is targeted to value-conscious travelers. The motel provides basic amenities. Sometimes, additional amenities such as WIFI may be available for a fee. Its locations are generally close to major thoroughfares and not near tourist destinations.
Motel 6 Signage Promoting Its Inexpensive Price.