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.
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.
• Length: at least 2 double-spaced, APA formatted pages (not including cover or
reference pages)

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