Assessment Task 3 — Individual Report, marketing homework help

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Task Description

Assessment Task 3 — Individual Report

Due date: 2 pm AEST Wednesday Week 12

Weighting: 40%

Length: 1500 words maximum

Details – Written assessment
Check out the following ecolodges websites:


http://www.chiangmaiecolodges.com/
http://www.lumerachalets.com.au/
http://www.binnaburralodge.com.au/
http://www.baliecolodge.com/

Your task is to write a report to address the following questions:

1. Choose any ONE of the ecolodges above and determine the target market of that service provider. Determine the characteristics of that target market and their wants and needs in terms of the service you are examining. What criteria would you use for segmentation, for example age, gender, income, occupation, psychographics, family life cycle or other criteria?

2. Identify and describe the key types of perceived risks that customers may experience in purchasing and using the services. (Consider displaying in a table).

3. Consider the extended marketing mix elements of people, process and physical environment that are inherent components of service delivery. How would that ecolodge capitalise on the key search, experience and credence Attributes in relation to people, process and service environment management and design?

4. Provide recommendations as to how the company may work to alleviate the perceived risks, before, during and after the service experience.

5. Finally, you are to provide a statement to reflect on how the Service Industry Marketing Unit has been valuable to you so far.


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;
• target market description and segmentation criteria;
• 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;
• reflection statement on value of studying the Service Industry Marketing Unit
• reference list.

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Explanation & Answer

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[Last Name] 1
[Your Name]
[Instructor Name]
[Course Number]
[Date]
Executive Summary
The purpose of the report is the provision of a framework for identification of how
various market segmentation can reach the right customers, the perceived risks that could lead to
the failure of achieving the goals, the market mix and its integration in marketing and proposed
ways on elimination of the market risks. By explaining the market segmentation process, the
criterion for choosing a target market will be identified, after the target market is identified,
perceived risks and the integration of market mix principles will be considered.

[Last Name] 2
Contents
Introduction ................................................................................................................................................... 3
Target Marketing .......................................................................................................................................... 3
Perceived risks .............................................................................................................................................. 4
Service marketing mix .................................................................................................................................. 5
Eliminating the perceived risks ..................................................................................................................... 6
Value of the service Industry Marketing unit for me .................................................................................... 7

[Last Name] 3
Introduction
Most marketers have recognized that target audiences for a given product cannot all be
alike (Green P. 20-31). They are bound to differ either in terms of social affiliations, needs,
locations, attitudes or demographics. A lot of markets have realized that to reach the target for
their goods and services, a certain criteria has to be followed for the company to brand their
products and services appropriately.
Balie Eco Lodge has realized the value of market segmentation and is keen on applying a
given set of segment identification to achieve the success of their company (Green, P. 20-31).
Given that it’s main activities is in providing an undisturbed natural feel for the visitors the
following as to be considered.
Target Marketing
Target marketing involves the duty for whom a company designs, maintains and
implementing a marketing mix intended to meet the needs of the population and results in
satisfying exchanges (Wedel). The target market is the section...


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