University of North Texas Bank of America Service Marketing Essay

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Wbryyn

Business Finance

University of North Texas

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i have attached 2 screenshot with instruction on how to complete this assignment, it is very important to me and i am expecting a quality work , the instruction has be followed and the specifically the grading chart that i attached on here as well.

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updates now Overview: Service marketing is a relatively new entrant in the world of marketing has only emerged as a separate field of study in the 1980s (Hoffman & Bateson, 2017). Marketing a service poses unique challenges to the marketer. Instructions: In this assignment, choose a service that you currently use or have used in the past that you think does a good job of marketing their service and meeting their customers' needs. Examples might include your college, your financial services institution, a hotel chain, a dog walking service, hair/nail salon, DNA testing services, etc. Evaluate the four key characteristics (intangibility, inseparability, perishability, and variability) as they relate to your chosen company and make recommendations to the company on how they can improve in these areas. In your paper, address the following: 1) Provide a brief introduction to your chosen company, what services they provide, where they are located, how many employees they have etc. and explain why you chose this company 2) What is the service company's branding strategy? Some items you might want to consider in this section are: How do they position their brand? Do they have a well-established name brand recognition? Do they use crowdsourcing? Do they use private-label branding or brand extensions? 3) Evaluate each of the 4 key service characteristics as it applies to the company. Include at least two scholarly sources to support your work. Requirements: Length: at least 2 double-spaced, APA formatted pages (not including cover or reference pages) Be sure to read the criteria by which your work will be evaluated before you write and again after you write. = CRITERIA Exemplary Proficient Needs Deficient Improvement (10 Points) (8-9 Points) (6-7 Points) (0-5 Points) Introduction: The introduction The introduction The introduction is The introduction is Identify Why you is fully and is present but is present but is missing or poorly Chose the thoughtfully missing minor missing key presented. Company, Services addressed, details. details. They Provide, including all Location, How details. Many, Employees (30 Points) (24-29 Points) (18-23 Points) (0-17 Points) Company's The company's The company's The company's The company's Branding Strategy: branding strategy branding strategy branding strategy branding strategy Brand Positioning, is fully and is present but is is present but is is missing or Brand Recognition, thoughtfully missing minor missing key poorly presented. Crowdsourcing, addressed, details. details. Private Label including all Branding or Brand details. Extensions. Evaluation: Identify The evaluation is The evaluation is The evaluation is The evaluation is and discuss 4 Key fully and present but is present but is missing or poorly Service thoughtfully missing minor missing key presented. Characteristics addressed, details. details. including all details. (10 points) (8-9 points) (6-7 points) (0-5 points) Resources More than 2 2 resources 1 resources resources resources used. Paper Length More than 2 2 pages. 1 page. Less than 1 pages. page. Clear and Writing and Few errors that Significant errors Errors impede Professional format are clear, do not impede that do not professional Writing and APA professional, APA professional impede presentation; Format compliant, and presentation. professional guidelines not error-free. presentation. followed.
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Explanation & Answer

Attached.

Running head: BANK OF AMERICA

1

Bank of America
Name
Institutional Affiliation

BANK OF AMERICA

2

Bank of America is a multinational investment bank, as well as a financial service, which
headquarters are Charlotte (Lynch et al., 2017). The bank has distributed functions in New York
City, Hong Kong, Dallas, and Toronto. The founding of the bank came about in San Francisco
through the acquisition of BankAmerica in 1988. The bank is the second-largest company in the
United States after the United States. The bank has a total of 208,000 employees. A unique
aspect of Bank of America is that it is a leader in technology (Lynch et al., 2017). The bank has
emerged as a leader in digital banking and as well as technology use. In 2016, the bank was the
number one online and banking functionality (Lynch et al., 2017). Further, the bank introduced
over 8500 ATMs that do not require one to have a card to access facilities. The bank has gone ...


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