Select a Multi-National company and conduct a marketing overview of the company. Conduct research on the organization and apply the components of the syllabus to the company. Your research paper should include the following:
Cover
Abstract
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Address the following issues:
· What are the organization effective services marketing strategies.
· How does the three-stage model of service consumption effect your company
· What is the companies effective positioning strategy.
· Define the firms brand equity and offer of a branded experience.
· List and explain the four key questions that form the foundation of any service distribution strategy: What? How? Where? and When?
· Any issues of ethics and consumer concerns related to service
· List and explain the 5 W’s of marketing communications planning
· Provide a flow charting of organizations service offerings
· Illustrate the demand patterns and recognize that demand varies by segment, examine how to predict segment specific variations in demand.
· Illustrate the integrative service scape model.
· What is the history of your company in attracting, selecting, and hiring the right people for service jobs.
· Illustrate how to calculate the lifetime value of a loyal customer giving examples
· Discuss the guidelines for front line employees on how to handle complaining customers and recover from a service failure.
· Describe key customer feedback collection tools used
Summary and Conclusion
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