MMK251 Services Marketing Assignment at Deakin Business School

 

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Assessment Brief:

• Referencing Styles: Harvard
• Words: 1500
• Course Code: MMK251
• Course Title: Services Marketing
• University: Deakin Business School
• Country: AU

 

Choose a service organisation that is challenged by fixed capacity and fluctuating demand and respond to the following.

 

1) With regard to your chosen service organisation, outline the components of productive capacity.

2) What kind of demand patterns would you expect for this organisation? Where possible, disaggregate demand by market segment to reveal patterns within patterns. What are the causes of these demand fluctuations?

3) Critically evaluate the Capacity Management techniques that the organization currently uses to meet variations in demand.

4) Critically evaluate the:

a) Marketing mix techniques that the organization currently uses to shape demand patterns; and

b) The queuing and reservations systems currently utilized to inventory demand.

5) Based on your responses to 3) and 4) above, what changes to the organization’s management of capacity and demand would you recommend? Why?