Problem:
You are hired as a consultant to a management training program. Managers come from manufacturing, retail, food service, banking, insurance, hotel, and education industries.
The president of the company is paying you a five-figure sum to read these 2 articles (plus others you might like) and then write a memo on this question:
'We just read that services marketing should be covered in a separate training program because managers of service companies face a whole different set of challenges. Please advise us on (a) whether you think the difference calls for separate courses for services and non-services and (b) what 3 topics are most important for services managers and why.
We're paying you a lot of money so we don't want a wishy-washy answer. We want clear business writing. We want clear logic and reasoning because we have to sell our ideas to the Board. We don't want a rehash of these articles but we do want you to reference them. We don't like Wikipedia as a reference. Above all, do not copy from any published material. We can't afford a plagiarism scandal.'
Assignment:
Write a memo to the company president. Take a strong position and answer all parts of the question. Follow the guidelines in the instructions and cite sources.