Service Marketing and Relationship Marketing

Description

Part I: Questions for discussion (1000 words)

1. Analyse the “Gangnam style” case using the 5 Ws (Who, What, How, Where, When) model in the integrated marketing communications planning process.
2. Watch the “Gangnam style” video. Explain how the communications content adds value to consumers of Psy’s music. What impact does content have on the video’s success?

Gangnam Style video can be found on this link: https://www.youtube.com/watch?v=mIQToVqDMb8
Part II: Choose a real-life service organisation in Australia that you are familiar with (2000words)

Prepare a flowchart of the back-stage as well as the front-stage operations of this business.

Using this flowchart, explain the significance of the service encounter, and its managerial implications