This paper concentrates on the primary theme of Service Industry Marketing: Brief Target Market Description for Dentist Education in which you have to explain and evaluate its intricate aspects in detail. In addition to this, this paper has been reviewed and purchased by most of the students hence; it has been rated 4.8 points on the scale of 5 points. Besides, the price of this paper starts from £ 40. For more details and full access to the paper, please refer to the site.
Service Industry Marketing: Brief Target Market Description for Dentist Education
As a consumer you have used many services in your local area. I am sure that you have at some stage been to a local restaurant, seen a doctor, or visited a tourist attraction near your home. There are many more examples such as having your car serviced, your hair cut, travelling on the train or bus, shopping in a particular shopping centre as a leisure experience and so forth. Your task is to consider service provision and experiences from a potential consumer’s perspective. Choose one service from each column below. The ‘Nasty Services’ column includes services that may be perceived as unpalatable or perhaps controversial that consumers may consider to be a high risk or high involvement purchase. The ‘Nice Services’ column includes services that consumers may be perceived to actively seek out for the experience. Nasty Services: Nice Services: Dentist Education Pay Day Lending Service Beauty Spa Funeral Insurance Holiday Diabetes Health Clinic Gym The aim of this assessment task is to consider the consumers’ consumption process for palatable or unpalatable services to identify the differences and challenges that service providers may face in their service marketing and delivery. By choosing and analysing two different services you will need to compare these two on the following: 1. Briefly, describe the key characteristics of the target market for each of your services. 2. Identify the key service attributes that you believe consumers of each of your two chosen services would need to evaluate as part of their multi-attribute consumer choice set for each service. What are the Search, Experience and Credence attributes that consumers will need to consider in their evaluation of the choices? 3. Identify and describe the key types of perceived risks that consumers may experience in purchasing and using the services. (Consider displaying in a table). 4. Consider the extended marketing mix elements of people, process and physical environment that are inherent components of service delivery. How would you potentially offset (in the case of the ‘nasty services’) or capitalise on (for the ‘nice services’) the key Search, Experience and Credence Attributes in relation to people, process and service environment management and design? 5. Provide recommendations as to how the company may work to alleviate the perceived risks, before, during and after the service experience. Your arguments and analysis in this report requires theoretical support from a minimum of 10 journal article references. Your report should follow the subsequent structure: title page; executive summary; table of contents; introduction; brief target market description for each service; key service attributes (Search, Experience, Credence) for each service; key types of perceived risks; managing Search, Experience and Credence Attributes in relation to people, process and service environment management and design; recommendations to alleviate the perceived risks, before, during and after the service experience; reference list.
Services Marketing Name: Institution: Course: Date: Executive summary The service industry is keen on getting the clients to take up their services. However there are sensitive aspects that are associated with the marketing strategies especially with reference to type service that they offer. Some services are considered to be nasty while others are considered to be pleasant. This is relative to the fact that some services are considered to have negative attributes; it is common for people to hate visiting the dentist for dental education, however it is considered pleasant to visit the gym. This paper discusses the key attributes, the key risks associated with the purchase of the services with reference to searching, experience and credence. The paper also offers recommendations on how best to handle the negative elements associated with the perceived risks. Table of Contents TOC o "1-3" h z u Introduction PAGEREF _Toc451335841 h 4Brief target market description for dentist education PAGEREF _Toc451335842 h 5Key Attributes PAGEREF _Toc451335843 h 6Key Risks PAGEREF _Toc451335844 h 8Perceived risks for the services PAGEREF _Toc451335845 h 8Managing the Risks PAGEREF _Toc451335846 h 8Recommendation PAGEREF _Toc451335847 h 9References PAGEREF _Toc451335848 h 10 Introduction The service industry is one that is largely associated with the satisfaction for the customers. There is a constant balance that has to be maintained to make sure that the custom...