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Service Marketing Essay — Universal Plan
Introduction
• Key Definition: Define Service Marketing clearly (e.g., “Service Marketing refers to promoting
intangible offerings which are produced and consumed simultaneously, such as banking,
hospitality or travel.”)
• Glossary: Mention unique characteristics — intangibility, inseparability, inconsistency,
perishability.
• Outline: State what your essay will cover — e.g., “This essay will explain why Service Marketing
is more challenging, using models like SERVQUAL, the 7Ps, and Customer Relationship
Lifecycle, with real examples.”
Knowledge, Understanding & Application
• Definition: Clearly explain each core idea — e.g., define 7Ps, SERVQUAL, CRM, Loyalty
Schemes.
• Paraphrase: Show understanding in your own words — don’t just copy slides.
• Real Examples: Link each point to real brands — e.g., Tesco, BA, Starbucks, Hilton.
Analysis & Evaluation
• Similarities & Differences: Compare Service vs Product Marketing — how do the 7Ps expand on
the 4Ps? How do the challenges differ?
• Tools/Models/Theories: Use SERVQUAL to show the gap between expected and perceived
service. Use the Customer Relationship Lifecycle to show why retention is vital.
• Critical View: Discuss pros/cons, what works/what doesn’t, how tech (e.g., CRM) helps or hurts
consistency.
Conclusion
• Concluding Comments: Restate your answer — “In conclusion, due to unique features like
intangibility and variability, Service Marketing is more challenging than Product Marketing, but
using models, loyalty schemes, and CRM helps firms manage these challenges.”
x ✅ How to Use It
Keep the same flow: Intro → Knowledge → Analysis → Conclusion
Swap details to match the EXACT question
Always link a real example to each theory
Nanda Shivakumar Challi (UG)
, 2
Essay Question: Do you consider service marketing to be more challenging for organisations? Why?
Provide examples and use models to reinforce your answer.
✅ Service Marketing Essay — Full Plan for This Exact
Question
Introduction
• Key Definition: Service marketing is the process of promoting and delivering intangible offerings
that are produced and consumed at the same time (Berry, 1980).
• Glossary: Explain the four key characteristics — intangibility, inseparability, inconsistency,
perishability — that make services different from physical products.
• Outline: State your answer → “This essay argues that service marketing is more challenging for
organisations due to these unique features, supported by examples and models such as the 7Ps,
SERVQUAL, and the Customer Relationship Lifecycle.”
Knowledge, Understanding & Application
• Definition: Expand on each characteristic — explain what intangibility means (cannot be touched
or owned), inseparability (customer is part of the service delivery), inconsistency (service can vary
each time), perishability (cannot be stored).
• Paraphrase: Rephrase ideas — e.g., “Unlike products, services rely heavily on human
interaction, which can lead to variations in quality.”
• Real Examples:
o Airlines: British Airways must deliver consistent experience despite different staff.
o Hospitality: Hilton relies on trained staff to deliver a standard level of service worldwide.
o Retail: Tesco Clubcard shows how loyalty schemes help manage retention.
Analysis & Evaluation
• Similarities & Differences: Compare product vs service marketing. Products are tangible,
services are not; products can be stored, services perish.
• Tools, Models, Theories:
o 7Ps: Services need extra focus on People, Process, Physical Evidence.
o SERVQUAL: Shows the gap between expected and perceived service.
o Customer Relationship Lifecycle: Highlights how acquisition, development, retention
and decline phases matter more for services because trust is harder to build and maintain.
o Reichheld & Sasser (1990): 5% increase in retention = up to 60% profit increase —
shows why loyalty is key.
Nanda Shivakumar Challi (UG)
Service Marketing Essay — Universal Plan
Introduction
• Key Definition: Define Service Marketing clearly (e.g., “Service Marketing refers to promoting
intangible offerings which are produced and consumed simultaneously, such as banking,
hospitality or travel.”)
• Glossary: Mention unique characteristics — intangibility, inseparability, inconsistency,
perishability.
• Outline: State what your essay will cover — e.g., “This essay will explain why Service Marketing
is more challenging, using models like SERVQUAL, the 7Ps, and Customer Relationship
Lifecycle, with real examples.”
Knowledge, Understanding & Application
• Definition: Clearly explain each core idea — e.g., define 7Ps, SERVQUAL, CRM, Loyalty
Schemes.
• Paraphrase: Show understanding in your own words — don’t just copy slides.
• Real Examples: Link each point to real brands — e.g., Tesco, BA, Starbucks, Hilton.
Analysis & Evaluation
• Similarities & Differences: Compare Service vs Product Marketing — how do the 7Ps expand on
the 4Ps? How do the challenges differ?
• Tools/Models/Theories: Use SERVQUAL to show the gap between expected and perceived
service. Use the Customer Relationship Lifecycle to show why retention is vital.
• Critical View: Discuss pros/cons, what works/what doesn’t, how tech (e.g., CRM) helps or hurts
consistency.
Conclusion
• Concluding Comments: Restate your answer — “In conclusion, due to unique features like
intangibility and variability, Service Marketing is more challenging than Product Marketing, but
using models, loyalty schemes, and CRM helps firms manage these challenges.”
x ✅ How to Use It
Keep the same flow: Intro → Knowledge → Analysis → Conclusion
Swap details to match the EXACT question
Always link a real example to each theory
Nanda Shivakumar Challi (UG)
, 2
Essay Question: Do you consider service marketing to be more challenging for organisations? Why?
Provide examples and use models to reinforce your answer.
✅ Service Marketing Essay — Full Plan for This Exact
Question
Introduction
• Key Definition: Service marketing is the process of promoting and delivering intangible offerings
that are produced and consumed at the same time (Berry, 1980).
• Glossary: Explain the four key characteristics — intangibility, inseparability, inconsistency,
perishability — that make services different from physical products.
• Outline: State your answer → “This essay argues that service marketing is more challenging for
organisations due to these unique features, supported by examples and models such as the 7Ps,
SERVQUAL, and the Customer Relationship Lifecycle.”
Knowledge, Understanding & Application
• Definition: Expand on each characteristic — explain what intangibility means (cannot be touched
or owned), inseparability (customer is part of the service delivery), inconsistency (service can vary
each time), perishability (cannot be stored).
• Paraphrase: Rephrase ideas — e.g., “Unlike products, services rely heavily on human
interaction, which can lead to variations in quality.”
• Real Examples:
o Airlines: British Airways must deliver consistent experience despite different staff.
o Hospitality: Hilton relies on trained staff to deliver a standard level of service worldwide.
o Retail: Tesco Clubcard shows how loyalty schemes help manage retention.
Analysis & Evaluation
• Similarities & Differences: Compare product vs service marketing. Products are tangible,
services are not; products can be stored, services perish.
• Tools, Models, Theories:
o 7Ps: Services need extra focus on People, Process, Physical Evidence.
o SERVQUAL: Shows the gap between expected and perceived service.
o Customer Relationship Lifecycle: Highlights how acquisition, development, retention
and decline phases matter more for services because trust is harder to build and maintain.
o Reichheld & Sasser (1990): 5% increase in retention = up to 60% profit increase —
shows why loyalty is key.
Nanda Shivakumar Challi (UG)
