write one marketing journal on Amazon Locker

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timer Asked: Jul 3rd, 2018
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Question description

Post 10: CH 10 – A Framework for Understanding Physical Environment-User Relationships in Service Organizations (focus on the Physical environment dimensions and Holistic environment) (Fig. 10.1)

the picture (Fig. 10. 1) is attached, example is attached, too, please do read the example before starting.

the journal is not long but will be divided into 2 parts, "Service Marketing Concept Introduction" and "Service Marketing Concept Application"

write one marketing journal on Amazon Locker
fig_10.1.png
McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter Physical Evidence and the Servicescape 10 ▪ Physical Evidence ▪ Types of Servicescapes ▪ Strategic Roles of the Servicescape ▪ Framework for Understanding Servicescape Effects on Behavior ▪ Guidelines for Physical Evidence Strategy 10-2 Objectives for Chapter 10: Physical Evidence and the Servicescape ▪ Explain the impact of physical evidence, particularly the servicescape, on customer perceptions and experiences. ▪ Illustrate differences in types of servicescapes, the roles played by the servicescape, and the implications for strategy. ▪ Explain why the servicescape affects customer and employee behavior, using a framework based in marketing, organizational behavior, and environmental psychology. ▪ Present elements of an effective physical evidence strategy. 10-3 Physical Evidence ▪ “The environment in which the service is delivered and where the firm and the customer interact, and any tangible commodities that facilitate performance or communication of the service.” ▪ Physical facility = Servicescape 10-4 Elements of Physical Evidence 10-5 Examples of Physical Evidence from the Customer’s Point of View 10-6 How Does Physical Evidence Affect the Customer Experience? Flow Meaning Satisfaction Emotional connections to company Clue management: the process of clearly identifying and managing all the various clues that customers use to form their impressions and feelings about the company. 10-7 Typology of Service Organizations Based on Form and Use of the Servicescape 10-8 Roles of the Servicescape ▪ Package ▪ conveys expectations ▪ influences perceptions ▪ Facilitator ▪ facilitates the flow of the service delivery process ▪ provides information (how am I to act?) ▪ facilitates the ordering process (how does this work?) ▪ facilitates service delivery ▪ Socializer ▪ facilitates interaction between: ▪ customers and employees ▪ customers and fellow customers ▪ Differentiator ▪ sets provider apart from competition in the mind of the consumer 10-9 Speedi-Lube Spells Out the Service Offering 10-10 A Framework for Understanding Environment-User Relationships in Service Organizations 10-11 Understanding Servicescape Effects on Behavior ▪ Stimulus-organism-response theory ▪ Stimulus = multidimensional environment ▪ Organism = customers and employees ▪ Response = behaviors directed at the environment 10-12 Individual Behaviors in the Servicescape ▪ Environmental psychologists suggest that people react to places with two general, and opposite forms of behavior: ▪ Approach: all positive behaviors that might be directed to a place ▪ Desire to stay, explore, work, affiliate ▪ Shopping enjoyment, spending time and money ▪ Avoidance: negative behaviors ▪ Desire not to stay, etc. 10-13 Social Interactions in the Servicescape ▪ All social interaction is affected by the physical container in which it occurs ▪ Customer-employee ▪ Customer-customer ▪ Scripts (particular progression of events) ▪ Physical proximity ▪ Seating arrangements ▪ Size ▪ Flexibility 10-14 Internal Responses to the Servicescape ▪ Cognition: environment can affect beliefs about a place and the people and products found in that place ▪ Emotion: color, décor, music, scent affect mood ▪ Pleasure/displeasure ▪ Degree of arousal (amount of stimulation) ▪ Physiology: volume, temperature, air quality, lighting can cause physical discomfort and even pain ▪ Ergonomics 10-15 Variations in Individual Response ▪ Personality differences ▪ Arousal seekers vs. arousal avoiders ▪ Environmental screeners ▪ Purpose for being in the servicescape ▪ Business/pleasure ▪ Utilitarian/hedonistic ▪ Temporary mood state 10-16 Environmental Dimensions  Ambient Conditions: affect the 5 senses, but may be imperceptible or affect us subconsciously ◦ Temperature, lighting, noise, music, scent, color  Spatial Layout and Functionality: size, shape, and arrangement of machinery, equipment, and furnishings and the ability of such to facilitate customer and employee goals ◦ Accessibility, aesthetics, seating comfort  Signs, Symbols, Artifacts: explicit or implicit communication of meaning; often culturally embedded; important in forming first impressions ◦ Way-finding, labels, rules of behavior, creating aesthetic impression 10-17 Cheers: The Third Place 10-18 Guidelines for Physical Evidence Strategy ▪ Recognize the strategic impact of physical evidence. ▪ Blueprint the physical evidence of service. ▪ Clarify strategic roles of the servicescape. ▪ Assess and identify physical evidence opportunities. ▪ Update and modernize the evidence. ▪ Work cross-functionally 10-19
Services Marketing Journal Instructions Services marketing concepts are mental frameworks, or tools, which can help firms with their services 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. The point of the exercise is to observe the concepts you learn in this course being applied to a real-world service by a real-world firm. Before you begin your Services Marketing Journal, you need an approved service. You are to propose three services that you want to write about. Please be as specific as possible. For example, instead of choosing a car wash, choose a particular type – hand car wash, at-home car wash, self-service car wash, etc. Email your three selections to me (along with an image of each) within the first three days of the course starting. I will let you know which one of the three is approved to use for your journal. All Services Marketing Journal entries need to be focused on the same service. It is acceptable to use a service from your place of employment as your focal service. Your Services Marketing Journal will be composed of a series of posts - each services marketing concept represented by its own post. The title of each post (provided below) includes the name of the specific services marketing concept and its associated chapter. As a general rule, journal posts are related to the chapters covered in a particular week. I will try to provide feedback on them and grade them within four days after the submission due date. For the posts required for Modules 1 and 2, you have the option of modifying and resubmitting them based on the feedback you receive and your grade for those posts will be updated accordingly. After Module 2, you should have a clear idea of what is expected. There are fifteen posts in all including one for introducing the product. Each post is worth 10 points, adding up to a total of 150 points. A Services Marketing Journal post should focus on one services marketing concept (those listed below). Each post should include two parts. The first part, the “Services Marketing Concept Introduction,” should introduce the services marketing concept in general. The second part, the “Services Marketing Concept Application,” should specifically apply that services marketing concept to your service. These two headings in bold should be included for clarity. Each of the two parts should include a relevant image. Details on the information your post should include is provided in the paragraphs below. In your Services Marketing Concept Introduction, you should present the services marketing concept, a mental tool, as you would a physical tool. Provide both (A) a brief definition and 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. Your textbook provides sufficient information on each 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). Discuss how the firm providing the service is already using the concept in its services marketing efforts AND/OR discuss how you think the firm could apply the concept to improve the quality of the services it provides. Your discussion 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 are the posts you will need for your Services Marketing Journal (once your service has been approved). • Post 0: Introduction of Your Service • Post 1: CH 1 - Continuum of Evaluation for Different Types of Products (Fig. 1.5) • Post 2: CH 2 - The Customer Gap (Fig. 2.1) • Post 3: CH 3 - Differing Zones of Tolerance for Different Service Dimensions (Fig. 3.4) • Post 4: CH 4 - Service Quality Dimensions (i.e., reliability, responsiveness, assurance, etc.) • Post 5: CH 5 - Importance/Performance Matrix (Fig. 5.3) • Post 6: CH 6 - Levels of Relationship Strategies (Fig. 6.6) • Post 7: CH 7 - Service Recovery Strategies (Fig. 7.4) • Post 8: CH 8 - New Service Strategy Matrix for Identifying Growth Opportunities (Fig. 8.2) • Post 9: CH 9 - What Customers Expect: Getting to Actionable Steps (Fig. 9.3) • Post 10: CH 10 – A Framework for Understanding Physical Environment-User Relationships in Service Organizations (focus on the Physical environment dimensions and Holistic environment) (Fig. 10.1) • Post 11: CH 11 - Human Resource Strategies for Delivering Service Quality through People (apply only 4 substrategies - one from each broad strategy) (Fig. 11.4) • Post 12: CH 12 - Strategies for Enhancing Customer Participation (Fig. 12.2) • Post 13: CH 13 - Variations in Demand Relative to Capacity (Fig. 13.1) • Post 14: CH 14 - Five Major Approaches to Overcome Service Communication Challenges (Fig. 14.2) • Post 15: CH 15 - Three Basic Marketing Price Structures and Challenges Associated with Their Use for Services (Fig. 15.1) 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. Figures and images should have labels. Additional Tips: • • • • • Please pay attention to what the specific topic asks for. In almost all cases it points you to a figure in the chapter. That is what you need to write about. For example, Ch 7 is to be about Service Recovery Strategies, not product failures of other kinds. Please do not forget to define and discuss the concept before writing about its application. While writing both the concept and the application, pretend that you are informing someone who does not know anything about the concept or the service. Do not leave out anything just because it seems obvious. Focus on the main points before going into details. One can lose sight of the purpose of the posts and get caught up in the details. You do not want to write a really long post which does not address the main points you are to address. Break your post into paragraphs and sub-heading wherever applicable (for example Ch 1). That will help you keep track of what your post has covered and what it may be missing. Example Service Marketing Journal Post Post 87: Service Marketing Triangle Service Marketing Concept Introduction The marketing of services requires a special set of tactics compared with selling physical goods. The Service Marketing Triangle breaks the promotional tasks of your business down into the interactions between three entities – the company, its employees and its customers. Each side of the Service Marketing Triangle represents a type of promotion between the entities on the points where the sides meet. At the top of the triangle sits your business organization. At each corner at the bottom of the triangle are your customers and providers, the employees who interact with and provide the services to your customers. Internal marketing is the side of the triangle between your organization and your employees who provide your services to customers. Internal marketing requires you to be involved with your employees and let them know the goals and even problems facing the business. External marketing goes from your business organization out to customers and prospective customers. This is the traditional form of business marketing, showing customers how the services provided by your business benefit them. The purpose of external marketing is to fill the business pipeline with future business. Interactive Marketing is between your employees and customers. This form of marketing revolves around how your employees deliver the services your company provides. The goal is to have highly satisfied customers who become long-term, repeat customers. The effectiveness of the interactive marketing relates back to the internal marketing efforts of your business. Service Marketing Triangle Marketing Concept Application My service is lodging services provided by Marriott. Marriott markets internally by referring to its employees as 'associates,' and cultivating loyalty through a development program and performance incentives. Marriott’s external marketing uses short films, videos, and infographics to attract younger guests. Marriott's interactive marketing involves all associates undergoing customer service training, regardless of whether they will ever interact with guests. On all three sides of the triangle, Marriott ensures that it communicates its culture and values. This marketing has helped brand the company as one of the most customer-friendly hotel chains in the world. Marriott Customer Service Training Certificate

Tutor Answer

nkostas
School: UCLA

Attached.

Running head: SERVICE MARKETING CONCEPT

Service Marketing Concept
Institution Affiliation
Date

1

SERVICE MARKETING CONCEPT

2

Service Marketing Concept Introduction
A concept is defined as a mental idea. A service marketing concept can, therefore, be
described as a mental idea of how to market a service. Without such a mental idea, a marketer
will face challenges in the attempt to attract customers to a business. The service sector has been
growing over the years. The industry now employs a majority of people in the USA. Unlike
goods, services are intangible and inseparable from the provider (Goldstein Et al., 2002). The
quality of service usually varies depending on the provider. The uniqueness of services in
comparison to goods presents marketers with challenges on how to convince customers that their
services are superior compared to their competitors.
A service marketing concept helps a business visualize all the processes and actions
involved in the provision of a service. Visualization, in turn, helps the firm improve the quality
of the service by improving the processes and actions involved (Wilson Et al., 2012). For
example, if the provision of service requires interaction with a website, a business can improve
the quality of the service by improving the quality of the website. Such improvement may
include making the site aesthetically appealing and enhancing back-end processing. If the
provision of service involves interaction with an employee, the business can ensure that the
employees involved are adequately skilled and know how to interact well with customers. The
figure below depicts a sample service marketing concept.

SERVICE MARKETING CONCEPT

3

Figure 1: Service Marketing Concept (Goldstein Et al., 2002)
Service Marketing Concept Application
A service marketing concept can significantly help in improving the Amazon Locker
service. There is currently no publicly accessible information that proves that Amazon has a
marketing concept for the locker service. However, such a concept could still be in existence.
Like all the other services, the locker service is intangible. Amazon’s customers have to interact
with its Self-Service Technology (SST) and the physical locker to enjoy the service. To improve
the quality of the service, Amazon has to work on improving the quality of the technology,
physical infrastructure, processes, and actions involved. One reason why a service marketing
concept would help improve quality of service is that it would help identify the technology,
physical infrastructure, processes, and actions involved and thus assist in enhancing the locker
service. The technology involved can be designed in a way that makes it easier f...

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Anonymous
Outstanding Job!!!!

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