Answer To: Assessment Task – Tutorial Questions Assignment Unit Code: HC2112 Unit Name: Service Marketing and...
Jose answered on Oct 11 2021
The University of Queensland
1
Management
Management
Service Marketing
Individual
Lecturer:
Student Submitting:
Due Date: 05/10/2020
1. Apply and discuss in 300 words the three-stage model of consumption to a consumer who is making a decision on whether to go on a cruise liner or fly to a resort they have visited previously for their vacation
Consumer Behaviour is defined as the decision-making process which involves the activities related to acquiring, evaluation, buying, using and reject the product or services. Understanding consumer behaviour is a complex and dynamic process which is based on assumptions or facts. This definition brings out that consumer behaviour does not start with the purchase of goods or services, it starts when the buyer starts thinking in his mind, then looks for alternatives available and compare them, makes the decision and finally purchases the goods or services oh his choice (Dai et al 2020,p,843)
Every day we as consumers make decisions in purchasing. Our decision in using the service is based on various factors for example the need for the service offered by the company and benefits etc. Thus before using any service or product consumer goes through several stages
1. Pre-Purchase Stage
The process of buying normally starts with need recognition. The consumer recognises the need for using flight services or cruise line to reach the resort. After that, he develops perception for the services and starts gathering information This is the right time where a marketer should target the consumer with advertisements (Wirtz et al 2015,p.20).
2. Service Encounter Stage
The purchase leads to post-purchase behaviour. It creates some restlessness in consumer mind whether the service will run good or the salesman has him for a ride. Thus the goal for marketers should be to make a lifetime consumer, not a one-time consumer. One bad experience will tarnish the brand loyalty. Marketers should always try to satisfy customers to turn them into brand loyal or brand evangelist for the services offered by the company
Post Encounter Stage
Here the customer analyses the service performance and problems related to the service delivery. In this stage, the company has to collect feedback from the customers for improving the performance.
2. A small seaside town has a variety of franchised food outlets, two cinemas and a local theatre. A new independently owned restaurant is setting up. Discuss in 300 words about the information they should include when developing their positioning strategy?
As we are setting up a restaurant on the seaside, we must know the present situation. we are setting up an independent restaurant where there are a variety of franchised food outlets are operating nearby, we must identify all the threats and opportunities before establishing such ventures. Here we know that our rivals are franchised restaurants, so we must notice that they are producing a standardizes food menu, which is common in all places. Here we have an opportunity to explore a more varied menu which includes seafood as main because the restaurant is situated near to the sea. Moreover, these franchised restaurants don’t set their themes which is suitable for the environment which they work because of the standardization, but we have the advantage in that area too. We need also consider some other factors while setting up a restaurant to seek attraction of a greater number of customers.
The most important fact that we must know what we are doing. So many franchised restaurants have been set up in this beachside with their standard food menu which they have been serving in other cities too. They may reluctant to change so we must chart a menu which must acceptable to the people on that particular mood. Next factor we must consider is that which people are we serving. We must understand that we are operating near to a beach, therefore our customers mostly by tourists or locals who came for relaxation and enjoying the beauty of the beach. Therefore, we must include seafood mainly on our menu. Another factor we have to consider is How to become unique. As our competitors are franchised restaurants, they have a common menu and ambience as in other cities they operating, here we can include some really special food which they are not going to include in their menu. Also, we can set the ambience according to the location we are operating. Wean also provide other facilities to the customers such as dressing rooms; therefore they need not go for any hiding places for changing the dress. Also, we can include food of different price range from high to low which other franchised restaurants may not offer. We can also set up a corner for celebration for those customers who have booked. We can provide the ambience...