Instructions

Objectives:

• Describe how a service culture can be created within a business
• Interpret whether a company utilizes product-oriented or customer-oriented marketing
• Evaluate internal marketing concepts that support overall marketing strategy

This week you will explore research planning for the business you described in week two.

To start, explain the role marketing research should play in helping a firm to implement the marketing concept. Then, use your identified business as an example to demonstrate how that role would be performed. Necessary elements for your analysis include:

• Determine if your business should use product-oriented or customer-oriented marketing
• Identify data collection methods and sources
• Explain how market research could be used to establish/sustain a service culture
• Evaluate internal marketing tactics to support overall marketing strategy
• Explain the importance of gathering information in gaining insights about the marketplace and customers.

**These identified elements should be addressed in the writing but the writing should not be limited to these elements.

Use outside research to provide validation, corroboration, or contrasting perspectives in order to support your perspective.

week1

Good day Everyone, Being part of the hospitality industry allows one to choose many career paths from lodging, food service, tourism, and the cruise line industry. Therefore, the potential of growth can be limitless. However, the sector of the hospitality industry that is most appealing to me would have to be the meeting and event planning industry. I can see myself in this role because it fits my outgoing personality and exceptional multitasking skills. Currently, I work as an interior designer, and it has been the most fun I have had in a long time. Events planning and interior designing have similar bottom lines sell an idea to a client and bring it to life.

week 2

Company Overview My company," Memorable Occasions," is a meeting events management and catering company with its main office in San Francisco, California, and branches in Miami and New York. Memorable Occasions manages a wide range of events but specializes in weddings, anniversaries, repasts, wakes, and special corporate meetings. Memorable Occasions provides a complete service package that includes providing the main items and services required. Services offered include tents, chairs, catering services, musical instruments, transportation, locating and preparing venues (decorations, technical equipment set up, and sourcing key personnel such as Marriage Officers, ushers, Masters of Ceremony, security guards. Concerning clientele, the company's most common customers are couples getting married, families organizing wakes, and annual business meetings. Several things have been impacting the business in recent years. The main ones have been COVID-19 Pandemic, Reduced traditional marriages, Increases in same-sex marriages, and a More diverse population.

week 3

I am focused on events management, as it best matches my superior multitasking skills and outgoing personality.

Core products are the company's primary promotion, service, or product offered to the customers. Facilitating products - is the additional goods or services essential to customers in the line of using the core products. Supporting products - is the additional products or services offered to add value to the core product offered. Augmented products - is the added features or services, benefits, or add-ons on the company's offer.

Explanation: Core products are main items & services (food, tents, chairs, catering service). My core product is well-organized events on behalf of my clients that make them look good in the eyes of their guests/customers.

Important facilitating products are additional services essential for a customer's satisfaction. I would utilize accessibility. Accessibility to me mean being on call 24/7, responding to all potential and existing clients early. They can use any means to get to me and also stay open for longer hours. I also provide several services within my company that do not have to engage sub-contractors- I am a one-stop-shop able to respond to multiple needs at short notice.

Supporting products are like musical instruments, technical equipment set up, and transportation. My business has a no-cost option following supporting service (Think additional products that add value to the core product). A video presentation of up to 15 minutes in length of the client's choice gives attendees greater insight into the company /event /relationship. I am also offering a booking service for travel if needed, for example, help planning a client's honeymoon. I would also Provide information on hotels near the event, such as hotels near the wedding venue, so my client can suggest hotels to their guests. My company builds relationships with hotels to offer a discount code to my clients. I can respond to a client quickly because I don't have to go looking for subcontractors. Augmented products are marriage officers, ushers, masters of ceremony, security guards. Augmented service combines is what is delivered with how it is delivered. I involve the client fully in the design draft by sharing feedback till the customer signs off. This process starts with a meeting to first figure out what the client needs and what they envision. Then, I would ask that customer co-produce with me. Meaning I would present the first drafts in person. After that, I would send the following drafts (vision boards) to receive feedback via Email. We would repeat this process until the client is happy with the final result presented in person. My business will be a custom-made experience; it will be like no other. I will try my best to give the client a customized event by involving the client in the design and capturing the client's vision.

The company "Memorial Occassions" is an event management and catering services company. Using the above elements will influence the brand by offering or mainly focusing on providing good core products as it is the primary service provided by the company; in terms of promotion, the company can concentrate on sending a message that is more focusing on the core products. Furthermore, the company's brand should also be influenced by highlighting additional services and benefits the customers can have, which are stated in the facilitating and supporting products. Lastly, the augmented products, as it is defined as add-ons, the company's brand can highlight this as an additional benefit that some companies in the same field of business do not offer. Therefore, the company can create a brand where all elements are highlighted but prioritized based on their importance.

Reference Yu, X., & Yuan, C. (2019). How consumers' brand experience in social media can improve brand perception and customer equity. Asia Pacific Journal of Marketing and Logistics