Evaluated largely according to how well you planned and organized your submission and applied relevant services marketing theories and methods in it. It will be very important that you present your work concisely.
Please take careful note of and respect all page-length expectations, recognize that all assignments are to have a covering page, and use double-spaced typing, 1" margins, and Times New Roman 12-point font or its equivalent. Please also note that page-length expectations exclude the covering page and, if applicable, references page(s) and all appendices.
Expected Length: 5 double-spaced pages, 12 pt. font. (plus an email message)
For this individual assignment, you are responsible for obtaining a copy of "Chantale and Clinton Call for Service" and for preparing document(s) as outlined below.
For this individual assignment, you are to assume the role of the Vice President of Marketing for The Canadian and to analyze the situation faced by The Canadian (and the Bryand brand of appliances) and to develop a plan for remedying the situation.
As the Vice President of Marketing for The Canadian, you have been briefed on the experiences of Chantale and Clinton Riley and believe that the contents of "Chantale and Clinton Call for Service" provide an accurate portrayal of the experiences and at least the surface-level causes of the situation faced by The Canadian.
It is important that you approach all requirements of this written assignment from a services marketing perspective; for example, you may find that the situation faced by
The Canadian is indicative of one or more provider gaps, recovery attempt failures, service quality deficiencies, and other topics that we are addressing in this class.
As Vice President of Marketing for The Canadian, you are tasked with the following:
· The preparation of a two-page memorandum addressed to the president of The Canadian (with copies to the managers of the corporate customer service department, the repair department, and the company's Montreal retail outlet) in which you persuasively (i.e., using evidence) diagnosis the cause(s) of the situation faced by The Canadian.
o It may be appropriate for you to make assumptions concerning the cause(s) of the situation, but be sure to (1) make your assumptions explicit and (2) thoroughly read "Chantale and Clinton Call for Service" to ensure you fully understand and address how the corporate culture, climate, and ways of operating could have contributed to the situation
· The preparation of a two-page memorandum to the managers of the corporate customer service department, the repair department, and the company's Montreal retail outlet (with a copy to the president) in which you persuasively propose a set of specific policies and procedures for effectively managing problems experienced by customers of The Canadian with goods and company personnel
o It will be important that you make specific and persuasive recommendations to the managers and that you use evidence and concepts from this course and your own research to support your recommendations
· The preparation of discussion points (full sentences; one page in length) for an upcoming meeting with your manager of marketing research that will focus on how marketing research can be employed to monitor the effectiveness of the new policies and procedures (assuming they get implemented)
o Your marketing research discussion should touch on research questions, data sources, and data collection methods and should generally show appreciation that every employee with direct or indirect access to customers can be meaningfully engaged in any marketing research initiative
Please keep in mind that this is a formal business report. A professional-looking title page is expected.