[3-4 Pages] [MS Word], APA format, minimum five referencesThis is a 2-part assignment, and the principal goal of Assignment 1 is to provide “Perspectives on Services Marketing: Economic Relevance, Differentiation & Uniqueness.” The primary intent behind this is so students can identify, research, examine and illustrate the world of services marketing from three key perspectives: (1) The role services play in the broader economy and the ramifications of this; (2) The aspects and characteristics that differentiate marketing services from that of products; and (3) The unique problems and challenges that services pose to both companies and consumers alike. To some degree, this should be viewed as an unstructured assignment with the exception of the above topics. In regard to general guidance, this can be potentially frustrating for the student seeking a “how to”, but can be equally rewarding as the student will direct the research efforts. Self-direction is a key part of academic studies in general, thus this becomes an opportunity for application.PART 1: Research – Students are expected to conduct an extensive search in the field of Services Marketing, and investigate the expanding role of services over the years, and how the discipline has evolved. This is intended to be a broad sweep of the topics above and one that encompasses “Services Marketing” in general. This is NOT simply a “Google” research assignment, and should include an investigation of external research sources in addition to the text and readings in this course. Students will need to dedicate time to visit the library and the online community to ensure completeness in their research. PART 2: Document – Students will transition out of the research phase and actually start drafting the document. The document format will be determined by the student (as that is part of the assignment), however, should address the aforementioned issues, and be thought of as a research debrief on the “Perspectives on Services Marketing: Economic Relevance, Differentiation & Uniqueness.”
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