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Introduction to service marketing - Assignment Example

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This study aims at analyzing the sporting event from the Gronroos augmented service offering model. The study also analyzes the product strategy of the event and suggests improvements in order to make the…
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Download file to see previous pages The study also highlights the benefits as well as shortcomings of some of the modes of integrated marketing communication.
The Indy event is Queenslands premier sporting event which had an average attendance of about 297, 835 people. This event has generated over seven hundred jobs in several industries had has pumped more that fifty million US dollars into the Australian economy. The importance of the event can be gauged from the fact that the Queensland government injected over ten million US dollars towards the promotion of the event which it right describes as an amount spent well.
The Indy event is a four day motor rally which is in the existence for about thirteen years. This event is also popular in the international markets and has over seven hundred acclaimed media persons from across the world who come from over 195 countries from across the globe. In 2002, the Indy event was placed in the Queensland Tourism Awards Hall of Fame for the third consecutive year.
There are certain characteristics of services that makes a particular service brand unique and pragmatically difficult for managers to capture. The augmented services offering model helps in identifying brand differentiation sources. (Ozment, 1994)
This model states that as a charecteristic of most of the services there are three basic components which forms the managerial way of constituting the process. The three components are stated below namely,
The Indy event must be organised in such a away that it is fully accesible to people form all over the world. As the event is held in Queensland Austrailia hence it is properly accesible to both the guests as well as the racists who participate in the event.
The event managers must also ensure that the consumer participates in the event both passively and actively in the event. The event organisor must ensure that guests are fully satisfied and they promote the event (word of mouth communication) amongst their ...Download file to see next pagesRead More
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