This is an individual case-based assignment that requires you to answer a question in relation to the case study below: ‘Best Car Hire’.
Using services marketing theory, analyse and explain Best’s loss of customers, and recommend how it might improve the customer experience. (100 marks)
• The coursework requires you to select and apply theories, frameworks, and concepts from the first six study units of the module. (see other files)
• It is your decision as to what theories/frameworks/concepts to use to inform your answer. There is no recommended minimum or maximum number, but generally, quality of application is more important than the quantity of frameworks applied.
• Remember that the requirement is to apply rather than describe theory.
• You may use subheadings in your answer, but avoid excessive use of bullet points.
• Do not reiterate passages from the case study. Obviously, you will need to refer to the case, but do this as succinctly as you can.
• Evidence of relevant reading beyond the lecture slides, with appropriate application of this reading, will be rewarded. Besides textbooks, you may want to explore relevant articles from the Journal of Services Marketing and from Service Industries Journal. Other journals will have relevant articles, but, as is implied by their titles, these two focus on services.
• Include a title page, contents, and references. There is no need for an executive summary. Please number your pages.
In order to get the best possible mark for this paper it needs to be will be distinctive, demonstrating outstanding learning throughout the report. They may be characterised by much of the following:
• Addresses the question in the brief comprehensively and to a consistently high standard
• Evidence of material in the case being distilled, evaluated, and integrated into the report, with underlying issues being identified
• All points are relevant, analytical, precise, and (where possible) substantiated
• Arguments/recommendations possess a high degree of clarity, internal consistency, and insight
• Excellent use of academic theory, with appropriate application throughout the report
• Evidence of wider reading beyond the core text and recommended articles, with accurate citation and referencing
• Excellent presentation with few, if any, errors in grammar and spelling.
• Demonstrate an understanding of the distinctive nature of services (versus physical goods) and the implications of service characteristics for marketers
• Demonstrate an understanding of the importance of people (employees and customers), the service delivery system, and the physical environment to the service encounter
• Demonstrate an understanding of the management and evaluation of service quality and satisfaction.
• Demonstrate the ability to apply theoretical and conceptual knowledge to solve marketing problems
• Demonstrate the ability to analyse and synthesise information, evaluate options, and make fully-supported and well-presented recommendations, using appropriate theory
WHAT IS ILLICIT TRAFFICKING IN CULTURAL GOODS? The unlawful trafficking of social merchandise is an extremely complex issue. Illegal trafficking can be grouped under different structures and it is a lucrative business. Variables like geology, political condition and socio – financial, are in some cases in charge of the ascent of unlawful trafficking of those social goods. Illicit trafficking in social articles is the point at which an individual or a gathering of individuals is producing a gainful secret market at the costs of stolen ancient rarities or items, of illicit removal of archeological and paleontological locales and of unlawful import and fare of social property. Trafficking in social articles enables culprits to grab a chance to manage high measure of things that are all the time need assurance. In this manner, since these stock are ineffectively secured, the cheats or plunderers can do unlawful import and fare from nations to nations. In the paper, Perspective on the association and control of the illegal movement in relics in South East Asia composed by Christine Alder, relate analyst in criminology University of Melbourne, Duncan Chappell, Professorial Fellow, Center for Transnational Crime Prevention,University of Wollongong,Australia and by Kenneth Polk,Professor of Criminology,University of Melbourne, Australia amid the International Conference on "Sorted out wrongdoing in craftsmanship and ancient pieces" Courmayeur Mont Blanc, Italy12-14 December 2008 , the creators noticed that since unlawful tracfficking is a lucrative business, along these lines that kind of market can turn out to be exceptionally hazardous as it managed a gigantic measure of laundered cash. What's more, when cash is made while offering social merchandise, those profiting are frequently associated with police or military specialists, and take an unpromising and melancholy perspective of impedance in their lucrative business. The way that unlawful trafficking regularly manages political advancement and financial emergency; this further intensifies the battle of illicit trafficking of social products. In addition when a nation has a rich culture, it is more powerless against social loot. For instance nations like Cambodia, Italy, Africa, Oceania, Eastern Europe, Greece and Turkey are exceptionally inclined to looting of social materials. Nations like Cambodia with a rich culture however with a poor economy will probably be casualties of illegal trafficking of social merchandise. As Etienne Clement, UNESCO,Director says" Cambodia's way of life is extremely rich, yet the nation itself is exceptionally poor. It's a perfect circumstance for unlawful trafficking" (BBC on the web, 2004). In Cambodia since there financial circumstance are poor, the raiders are generally nearby individuals wanting to win a couple of dollars. In Cambodia has confronted slaughter of its social products and the issue is as yet going on regardless of whether the UNESCO has intercede in Cambodia. Many statues are without heads and dividers are frequently set apart with Graffiti. "Hundreds of locales are being uncovered each day," said Dougald O'Reilly, the executive of Heritage Watch, a free gathering meaning to protect Cambodia's social legacy. In Cambodia legacy destinations are regularly hard to get to and that is the reason it is troublesome for the specialists to police the locales. What's more, as Dougald O'Reilly said to the BBC on the web, at some point UNESCO tend to center around especially measure at exactly that point giving careful consideration to other essential destinations which dated from Bronze and Iron Ages(BBC online). Also, something which is more dismal and disturbing is the point at which we witness how individuals little by little are offering their social personality and annihilating their beginnings only for a couple of coins. This exhibit those cheat or raider who are offering those social fortune need ideas on the historical backdrop of their nations and on different hands they are compelled to entertained themselves to this unlawful demonstration since they are additionally living in a poor conditions. Mr O'Reilly put further to the BBC online that in Cambodia, "In a few sections of the nation, you can purchase 10 kilograms of old iron from these graveyards for only 25 pennies, it's straightforwardly sold in nearby markets." >GET ANSWER