Journal Entries. You will complete ten journal entry forms. One blank copy is attached. Each entry will correspond to one service encounter. Your journal may be written(if you have neat, legible handwriting)or typed. Be sure to completely answer the questions on the journal entry form. You may write on the back of the form or attach an additional page if you need more room. Your inclusion of the important details of the service encounter will help in writing your service encounter paper explained below Try to record an assortment of encounters from a variety of service industries (i.e, don't do all restaurants), as well as some that you found satisfying and some that were very dissatisfying. The best way to complete your journal is to fill out a form immediately following a particular incident. Try to write up wo service encounters per week, beginning right away, because we will be discussing them in class Service encounter Paper. The purpose of the service encounter paper is to analyze service pages, will consist of two parts. In the first part of the paper, write about the organization from your o encounters from a customer's point of view. This paper, which is limited to 6 typewritten, double-sp journal that has the worst service of any you encountered. Based on your reading of the textbook and issues we discussed in class, diagnose the problem(s) with the service and then recommend the most important actions management should take to improve the service. Use concepts from the class to support your suggestions. Be selective and focus on the most important issues In the second part of the paper, write about an organization from your journal that is doing an excellent overall job of services marketing. Again, base your analysis on the textbook and class discussions. Demonstrate your knowledge of services marketing concepts by discussing what this rganization does that makes it successful To aid in both your diagnosis of problems and understanding of what is driving excellent service, it may help you, when possible, to spend additional time observing the service in action. You might also talk with a service manager/owner to get additional insight into the service operation from his/her point of The paper will be evaluated based on the following: the depth and substance of your observations, your ability to diagnose probable causes of problems and match them with appropriate solutions based on material discussed in class and/or in your readings, as well as the quality of writing Your service encounter paper is due on: February 24. Please turn in both the paper and your journal entries at this time. Your journal entries should be included as an appendix to your paper ASSIGNMENT 2: Service Design Proiect This assignment gives you the opportunity to design a new service or redesign an existing service based on your newly acquired services marketing expertise and put together the marketing plans to launch the new service or make the redesign changes. You may choose to do this assignment on your own or with a partner There are many things to consider and decisions to make when designing a new service. To be complete, your marketing plans should include the following You should describe which market segment(s) you want to target and how you want your service to be positioned relative to the competition. You should provide justification for why this service idea would be valued by your target and why your service will be able to serve the needs of this group better than competitors. Be sure that you sufficiently investigate competitors that exist. Please include SWOT analysis The key components of your service and all of your tactic decisions(the 7 Ps)should then be based on the above marketing strategy In your plans, be sure to include a thorough description of the service and how it will work. In order to fully describe the processes involved, you should illustrate the service you have created(or redesigned) by developing a blueprint of your proposed new service. If you are redesigning an existing service, you should also include a blueprint of the original service5 Journal Entries. You will complete ten journal entry forms. One blank copy is attached. Each entry will correspond to one service encounter. Your journal may be written (if you have neat, legible handwriting) or typed. Be sure to completely answer the questions on the journal entry form. You may write on the back of the form or attach an additional page if you need more room. Your inclusion of the important details of the service encounter will help in writing your service encounter paper explained below. Try to record an assortment of encounters from a variety of service industries (i.e., don't do all restaurants), as well as some that you found satisfying and some that were very dissatisfying. The best way to complete your journal is to fill out a form immediately following a particular incident. Try to write up two service encounters per week, beginning right away, because we will be discussing them in class. Service Encounter Paper. The purpose of the service encounter paper is to analyze service encounters from a customer's point of view. This paper, which is limited to 6 typewritten, double-spaced pages, will consist of two parts. In the first part of the paper, write about the organization from your journal that has the worst service of any you encountered. Based on your reading of the textbook and issues we discussed in class, diagnose the problem(s) with the service and then recommend the most important actions management should take to improve the service. Use concepts from the class to support your suggestions. Be selective and focus on the most important issues. In the second part of the paper, write about an organization from your journal that is doing an excellent overall job of services marketing. Again, base your analysis on the textbook and class discussions. Demonstrate your knowledge of services marketing concepts by discussing what this organization does that makes it successful. To aid in both your diagnosis of problems and understanding of what is driving excellent service, it may help you, when possible, to spend additional time observing the service in action. You might also talk with a service manager/owner to get additional insight into the service operation from his/her point of view. The paper will be evaluated based on the following: the depth and substance of your observations, your ability to diagnose probable causes of problems and match them with appropriate solutions based on material discussed in class and/or in your readings, as well as the quality of writing. Your service encounter paper is due on: February 24. Please turn in both the paper and your journal entries at this time. Your journal entries should be included as an appendix to your paper. ASSIGNMENT 2: Service Design Project This assignment gives you the opportunity to design a new service or redesign an existing service based on your newly acquired services marketing expertise and put together the marketing plans to launch the new service or make the redesign changes. You may choose to do this assignment on your own or with a partner. There are many things to consider and decisions to make when designing a new service. To be complete, your marketing plans should include the following: • You should describe which market segment(s) you want to target and how you want your service to be positioned relative to the competition. You should provide justification for why this service idea would be valued by your target and why your service will be able to serve the needs of this group better than competitors. Be sure that you sufficiently investigate competitors that exist. Please include a SWOT analysis. • The key components of your service and all of your tactic decisions (the 7 Ps) should then be based on the above marketing strategy. • In your plans, be sure to include a thorough description of the service and how it will work. In order to fully describe the processes involved, you should illustrate the service you have created (or redesigned) by developing a blueprint of your proposed new service. If you are redesigning an existing service, you should also include a blueprint of the original service