Service Marketing and Relationship Marketing Assignment

Added on - 21 Feb 2021

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Service Marketingand RelationshipMarketing
Table of ContentsINTRODUCTION...........................................................................................................................1PART 1............................................................................................................................................1Case study on the song “ Gangnam Style”......................................................................................1Analyse the “Gangnam style” case using the 5 Ws(Who, What, How, Where, When)model inthe integrated marketing communications planning process.................................................1Watch the “Gangnam style” video. Explain how the communications content adds value toconsumers of Psy’s music. What impact does content have on the video’s success?............3PART 2............................................................................................................................................3Case study on the service industry “ The Darling at the Star”.........................................................3CONCLUSION................................................................................................................................8.........................................................................................................................................................8REFERENCES................................................................................................................................8
INTRODUCTIONService marketing is the one which is related to the marketing of the services and theproduct in the market place so that the customer base for the goods and services can bestrengthen. This process includes activity of marketing to be performed with the help of effectivecommunication about the items to the consumers. Whereas the concept of the relationshipmarketing is diverse to the concept of service marketing as it deals with the procedure ofmaintaining the relationship with the customers so that the customer can be retained towards thebrand of the association. In this current assignment the areas which are taken into considerationis in two different part where the first part mainly covers the study about the concept ofintegrated marketing communication and the second part covers the study about the flow chartand working process of the front and back office of the Hospitality industry that is The darling atthe star which is renounced hotel providing their customers with the services of the extremequality. This report also covers the study about the significance of the service encounter andmanagerial implications.PART 1Case study on the song “ Gangnam Style”Analyse the “Gangnam style” case using the 5 Ws(Who, What, How, Where, When)model in theintegrated marketing communications planning process.Integrated marketing communication is the concept of marketing which is utilised by theassociations to brand and coordinate their activity of the marketing across the multiplecommunication channels. This concept of the marketing provides the consumers with the clearand concise message. Integrated marketing communication has been used by the PSY who is theSouth Korean singer to promote the song that is “Gangnam style”. This songs is worldwidefamous with 1.6 billion views among the social networking sites. Gangnam style is the songwhich is most watched you tube video of all time. The views of the songs rise with the increasedrate within the duration of three month. To promote the songs across the world the singer havefocused on the 5Ws that is Who, What, When, Where and Why(Al-Hawari, 2015).In which the first W represents theWhoin which it describes that this style is developed by theSouth Korean musician named PSY, is a world wide known south Korean signer, song writer,singer and record producer. He is famous domestically for his hilarious videos and stage1
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