MKT3014: An executive summary is a summary of the whole report so that here, you have the introduction, Marketing Services, Course Work, NU, UK

Executive summary

An executive summary is a summary of the whole report so that here, you have the introduction, MDXBS/your chosen company background, findings, recommendation, and the conclusion. Please be brief and concise. Write this after you finish your report.

Introduce your report as to what you are going to write, and introduce MDX OR your chosen company in terms of the following:

• Four categories of service

1. People processing
2. Possession processing
3. Mental stimulus processing
4. Information processing

• Marketing challenges related to characteristics of services

1. Intangibility/lack of ownership
2. Heterogeneity/variability
3. Inseparability/simultaneity
4. Perishability

• Service attribute

1. Search attributes
2. Experience attributes
3. Credence attribute

• Moment of truth/service encounter

1. Technology free service encounter
2. Technology-assisted service encounter
3. Technology facilitated service encounter
4. Technology mediated service encounter
5. Technology generated service encounter

• Segmentation, targeting, and positioning

1. How markets are segmented
2. Common characteristics of customers
3. Positioning in the market

• Product

1. Core service
2. Enhancing supplementary services
3. Facilitating supplementary services

• Place – Distribution

1. Physical vs. online distribution

• Pricing strategy

1. Cost, competition, value-based pricing
2. Fences
3. Customer value perception
   • Associated/related monetary cost
   • Non-monetary cost

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