BUS 308 Week 5 Lecture 3 A Different View Effect Sizes .docx

BUS 308 Week 5 Lecture 3
A Different View: Effect Sizes
Expected Outcomes
After reading this lecture, the student should be familiar with:
1. What effect size measures exist for different statistical tests.
2. How to interpret an effect size measure.
3. How to calculate an effect size measure for different tests.
Overview
While confidence intervals can give us a sense of how much
variation is in our decisions,
effect size measures help us understand the practical
significance of our decision to reject the
null hypothesis. Not all statistically significant results are of
the same importance in decision
making. A difference in means of 25 cents is more important
with means around a dollar than
with means in the millions of dollars, yet with the right sample
size both groups can have this
difference be statistically significant.
Effect size measures help us understand the practice importance
of our decision to reject
the null hypothesis.
Excel has limited functions available for us to use on Effect
Size measures. We generally

need to take the output from the other functions and generate
our Effect Size values.
Effect Sizes
One issue many have with statistical significance is the
influence of sample size on the
decision to reject the null hypothesis. If the average difference
in preference for a soft drink was
found to be ½ of 1%; most of us would not expect this to be
statistically significant. And,
indeed, with typical sample sizes (even up to 100), a statistical
test is unlikely to find any
significant difference. However, if the sample size were much
larger; for example, 100,000; we
would suddenly find this miniscule difference to be significant!
Statistical significance is not the same as practical significance.
If for example, our
sample of 100,000 was 1% more in favor of an expensive
product change, would it really be
worthwhile making the change? Regardless of how large the
sample was, it does not seem
reasonable to base a business decision on such a small
difference.
Enter the idea of Effect Size. The name is descriptive but at the
same time not very
illuminating on what this measure does. We will get to specific
measures shortly, but for now,
let’s look at how an Effect Size measure can help us understand
our findings. First, the name:
Effect Size. What effect? What size? In very general terms,
the effect we are monitoring is the
effect that occurs when we change one of the variables. For
example, is there an effect on the

average compa-ratio when we change from male to female.
Certainly, but not all that much, as
we found no significant difference between the average male
and female compa-ratios. Is there
an effect when we change from male to female on the average
salary? Definitely. And it is
much larger than what we observed on the compa-ratio means.
We found a significant
difference in the average salary for males than females – around
$14,000.
The Effect Size measures looks at the impact of the variables on
our outcomes; large
impacts suggest that variables are important, while small
impacts might suggest that the variable
is not particularly important in determining changes in
outcomes. We could, for example, argue
that both male and females in the population had the same
compa-ratio mean and what we
observed in the sample was simply the result of sample error.
Certainly, our test results and
confidence intervals could support this.
Now, when do we look at an Effect Size; that is, when should
we go to the effort of
calculating one. The general consensus is that the Effect Size
measure only adds value to our
analysis if we have already rejected the null hypothesis. This
makes sense, if we found no
difference between the variables we were looking at, why try to
see what effect changing from
one to the other would do. We already know, not much.

When we reject a null hypothesis due to a significant test
statistic (one having a p-value
less than our chosen alpha level), we can ask a question: was
this rejection due to the variable
interactions or was it due to the sample size? If due to a large
sample size, the practical
significance of the outcome is very low. It would often not be
“smart business” to make a
decision based on those kinds of results. If, however, we have
evidence that the null was
rejected due to a significant interaction by the variables, then it
makes more sense to use this
information in making decisions.
Therefore, when looking at Effect Sizes, we tend to classify
them as large, moderate, or
small. Large effects mean that the variable interactions caused
the rejection of the null, and our
results have practical significance. If we have small effect size
measures, it indicates that the
rejection of the null was more likely to have been caused by the
sample size, and thus the
rejection has very little practical significance on daily activities
and decisions.
OK, so far:
• Effect sizes are examined only after we reject the null
hypothesis, they are
meaningless when we do not reject a claim of no difference.
• Large effect size values indicate that variable interactions
caused the rejection of the
null hypothesis, and indicate a strong practical significance to
the rejection decision.

• Small effect size values indicate that the sample size was the
most likely cause of
rejecting the null, and that the outcome is of very limited
practical significance.
• Moderate effect sizes are more difficult to interpret. It is not
clear what had more
influence on the rejection decision and suggests only moderate
practical significance.
These results might suggest a new sample and analysis.
Different statistical tests have different effect size measures and
interpretations of their
values. Here are some that relate to the work we have done in
this course.
• T-test for independent samples. Cohen’s D is found by the
absolute difference
between the means divided by the pooled standard deviation of
the entire data set. A
large effect is .8 or above, a moderate effect is around .5 to .7,
and a small effect is .4
or lower. Interpretation of values between these levels is up to
the researcher and/or
decision maker.
• One-sample T-test. Cohen’s D is found by the absolute
difference between the means
divided by the standard deviation of the tested variable data set.
A large effect is .8 or
above, a moderate effect is around .5 to .7, and a small effect is
.4 or lower.
Interpretation of values between these levels is up to the
researcher and/or decision

maker.
• Paired T-test. Effect size r = square root of (t^2/(t^2 + df)).
A large effect is .4 or
above, a moderate effect is around .25 to .4, and a small effect
is .25 or lower.
• ANOVA. Eta squared equals the SS between/SS total. A
large effect is .4 or above,
a moderate effect is .25 to .40, and a small effect is .25 or
lower.
• Chi Square Goodness of Fit tests (1-row actual tables). It is,
also called Effect size r
= square root (Chi Square statistic/(N * (c -1)), where c equals
the number of columns
in the table. A large effect is .3 or above, a moderate effect is
.3 to .5, and a small
effect is .3 or lower.
• Chi Square Contingency Table tests. For a 2x2 table, use phi
= square root of (chi
square value/N). A large effect is .5 or above, a moderate effect
is .3 to .5, and a
small effect is .3 or lower.
• Chi Square Contingency Table tests. For larger than a 2x2
table, use Cramer’s V =
square root (chi square value/((smaller of R or C)-1)). A large
effect is .5 or above, a
moderate effect is .3 to .5, and a small effect is .3 or lower.
• Correlation. Use the absolute value of the correlation, A large
effect is .4 or above, a
moderate effect is .25 to .4, and a small effect is .25 or lower.

Would using these measures change any of our test
interpretations?
Summary
Effect size measures change our focus from merely finding
differences or associations to
interpreting how important these might be in “real world”
applications and decisions. While the
different tests have different ways of calculating and
interpreting their Effect Size value, all share
a common theme. “Large” values mean that the differences or
associations are caused by the
variables and have strong practical importance, while “small”
values mean that the findings were
more likely caused by large samples and have very little
practical significance or importance in
“real world” decision-making or actions.
Please ask your instructor if you have any questions about this
material.
When you have finished with this lecture, please respond to
Discussion Thread 3 for this
week with your initial response and responses to others over a
couple of days.
MRT disruption: Track fault the cause
Introduction:
SMRT Corporation is a multi modal transport operator in
Singapore. They provide different modes of transport such as
bus, rail, taxi and other public and private transport. The East
West MRT line is the longest train line in operation which

connects 35 stations at it first opened on 12 December 1987.
SMRT Corporation is committed to provide safe, reliable and
comfortable service for their commuters. However, on 3
different occasions, they have failed to provide the service they
were committed to, hence leading to service failures.
1) On 14th August 2018, the East West line was hit by delays
during the peak hour.
2) On 19th September 2018, the East West line was hit by
delays due to track point fault at clementi.
3) On 15th March 2019, the East West line was hit by major
delays during the morning rush.
On the 3 different occasions, SMRT Corporation has failed to
provide the service and transport that their commuters require to
travel around the country and mostly happening during the peak
hour where commuters are on their way to work hence causing
them to be late and feeling negative disconfirmation.
· 3 different articles and all to be consolidated in the SWOT
analysis under weakness
· For SWOT conclusion, choose the worst and most serious
issue
· Go into Audit paragraph and write about the worst failure
· Choose 3 theories (People, Mood State and Financial) (To
mention / touch and go in the introduction)
·

How to do 2 recommendation:
· Read your 1 paragraph of audit and determine which colour
(Blue, pink or green) it belongs to
· Blue service failure because they have to incur fixed costs/
excess capacity/ wasted resources (salary, article and utilities)
· Recommendations for Blue:
1) Shutdown and let your employee rest (Work too hard for the
1st peak period)
· Shutdown ≠ close down but just close to rest
2) Training
· Send employees during off-peak period to conduct in house
training
3) Customisation of services
4) Promotions
· Red is perfect.
· Pink service failure because demand exceeds optimum
capacity/ service quality declines
· Green service failure because demand exceeds capacity hence
business is lost.
· Recommendations for Green & Pink:
1) Use part-time employees
2) Invite customers to perform self-service (co-production)

3) As customers to share
4) Create flexible capacity
5) Rent or share extra facilities and equipment
· Refer to page 196
1st paragraph description
2nd theory 1
3rd theory 2
4th theory 3
5th short paragraph of service blueprint
Chapter 1
New Perspective on Marketing in the Service Economy
Copyright © 2011 Pearson Australia (a division of Pearson
Australia Group Pty Ltd) –9781442517011/Lovelock/Services
Marketing/5th edition
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1
Objectives

Describe the importance of services.
Explain how services are defined.
Explain how services create value for consumers.
Identify the forces that transform service markets.
Describe the key characteristics that distinguish services from
goods.
Describe ways of categorising services.
Identify the key components of a service operations system.
Describe the expanded ‘marketing mix’ for services.
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2
Introduction
Service sector is the engine of economic growth in developed
and most developing countries today
Services (rather than manufactured goods) are becoming
the mainstream focus of marketing
Every day you use a vast array of services

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Developed countries like Australia, New Zealand – Education
Travel , business services
Developing country like Laos, China used to focus on
agriculture & manufacturing - > moving towards services
These countries understand that services play a major role in
developing trade and economies. For economy to develop you
require services like telecommunications, banking port services.
Travel brings in money.
On average for developed countries, services trade about 80%
for developed economies and 50% for developing nations.
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Figure 1.2
Growth in consumption of services since 1950
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By the 1960s, however, Australian manufacturing had begun to
stagnate, as growth and productivity faltered. By the 1970s it
was in decline and, forty years on, reduced by global economic

changes and government policy, manufacturing accounts for less
than 10% of Australian GDP, the lowest level since early
colonial times.
The external cause of the collapse of Australian manufacturing
has been the adoption and mastery of western-style
manufacturing by a succession of Asian nations. The internal
causes of Australian decline are several and well known. The
most important is that Australia is a high wage country, and has
been since the 1820s. Australian manufacturing was rendered
permanently uncompetitive against nations whose firms carried
lighter burdens.
6
Importance of Service Trade to Australia
71% of Australia's gross domestic product (GDP) and employ
four out of five Australians
Adapted from DFAT 2007 (in billions)
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7
Australian Trade in Services 2007
Series 1 Education Tourism Financial and insurance services
Computer and information services Architecture and
engineering services Legal, accounting and management

consultancy services12.2 11.8 1.7000000000000015 1.5
1.5 1.1000000000000001 Column1 Education
Tourism Financial and insurance services Computer
and information services Architecture and engineering services
Legal, accounting and management consultancy services
Column2 Education Tourism Financial and insurance
services Computer and information services Architecture and
engineering servicesLegal, accounting and management
consultancy services
Importance of Service Trade to Hong Kong
93% of HK gross domestic product (GDP) in 2010
In 2010, HK exported US$106.4 billion worth of services, a
ratio of 47.4% to GDP.
Adapted from DFAT 2007 (in billions)
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Hong Kong is a major international and regional financial
centre and arguably amongst the freest economies in the world.
8
HK Trade in Services 2010
Series 1 Trade Transportation Travel Financial services
Insurance 30 28 21 12 9 Column1 Trade
Transportation Travel Financial services Insurance
Column2 Trade Transportation Travel Financial

services Insurance
© Paul Patterson
Hong Kong: a service-based economy where 93 per cent of GDP
is generated by the services sector
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Defining services
Any act, performance or experience that one party can
offer to another
Essentially intangible and does not result in the
ownership of anything
Processes (economic activities) that provide time, place, form,
problem solving or experiential value to the receiver
“Something that may be bought or sold but cannot be
dropped on your foot”

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Essence is on the intangibility and overall value received.
Time (save on time) – taxi, employ gardener
Place (distribution or logistics) – using a mobile phone or
internet banking
Form – going to hairdresser or masseur
Problem-solving (solutions) – surgery, consulting that involve
expertise to solve problems
Experiential– Opera, sports event that involves a performance
provides experiential value
Table 1.1
Examples of diversity of servicesConsumer servicesBusiness
services• Airline
• Banking and finance
• Insurance
• Medical
• Telecommunications
• Hotel
• Restaurant
• Opera/theatre
• Football match
• House cleaning
• Transportation• Accountancy
• Architecture
• Engineering
• Legal services
• Management consulting
• Printing
• Insurance
• Telecommunications
• IT consulting

• Logistics consulting
• Marketing research
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Misconception that services are low paying jobs – frontline –
call centres
Professional services are high paying jobs too. – KNOWLEDGE
BASED (E.g. consulting, education, legal)
© Simon Grimmett
A workout with a fitness trainer—an experiential, high-contact
service that creates customer value
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Interesting Services
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BOX- pilot voicemail service for direct marketing – Distinct
from direct mail (cheaper, reach people who are hard to get)
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It’s all about value creation
Value comes from a variety of value-creating elements rather
than transfer of ownership
Firms must create and deliver services that are perceived (by
customers) to provide value
What they get for money, time and effort.
Satisfied, loyal and advocate
value
We make our money out of our friends. Our enemies will not do
business with us.
Elbert Hubbard

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= transactions have to be mutually beneficial -
something that people want. (QUOTE)
Desired results (functional and emotional)
Customers buy services to get results. So companies have to
provide customers with solutions
Functional value: practical benefits e.g. taking the train for
point A to B
Emotional value: meet psychological needs e.g. taking the Ghan
across outback for spectacular emotional views
Figure 1.3
Framework for developing and delivering customer value

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Positioning strategy – image you want to convey
Airlines : position themselves on low price (point to point
travel) and frequency. -> cater to customers who are willing to
trade off on price for performance.
Service value proposition: Why is your service relevant to
customers in light of competition. What are the benefits of the
service you propose. “Low cost, basic service airline”
CREATE VALUE:
Translate to service product: Use secondary airports, sell snack
on board rather than meals, random seats
COMMUNICATE VALUE: Effective communications to
promote your value propositions
© erwinova/Shutterstock.com
Hotel concierge staff can create value for customers by the
friendly, respectful and courteous manner in which they treat
them, so boosting customers’ self-esteem
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© Paul Patterson
Tourism—a booming service industry in Vietnam that creates
experiential value for tourists
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Services:
Intangible elements dominate value creation
Services typically have both tangible and intangible elements
How much value is created by the service elements of the total
package in a competitive marketplace?
Service products versus customer service and after-sales service
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Final output and treatment are important
Service components are greater in some services. E.g. in fast
food (take away burgers, fries), medical services (take away
medication)
Distinguish between SERVICE PRODUCT and CUSTOMER
SERVICE (supporting services)
All you need to be concerned with is every service have
intangible and tangible elements. E.g. buy salt from Coles
Core service: Main offering Supplementary service: facilitates
or enhance the core
Figure 1.4
Relative value added by physical versus intangible elements
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Powerful forces transforming the service economy
The ‘hollowing out’ effect
Manufacturing to services
Outsourcing of services
Deregulation and privatisation
Deregulation
Privatisation
Social changes
Higher expectations
More affluence
Short on time
Professional services and franchises
Free advertising and promotion
Global franchises
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WHAT AFFECTS THE RAPID GROWTH OF SERVICE?
Hollowing out effect: Industrialized economies have moved
from manufacturing to services; off shoring of customer service
-> call centers to Philippines and India
e.g. US used to focus on manufacturing but now the shift to
China e.g. Ford, Levis

Manufacturing to services e.g. US, UK, Singapore
Outsourcing of services e.g. China, India, Philippines
Deregulation and privatization: Privatization of infrastructure
services: road tolls and utilities -> new players enter market
e.g. Telstra/QLD rail
Social change implications: new services e.g. tourism or spa;
Higher expectations of service quality -> training of staff
Professional services and franchisees: Professional services
allowed to advertise and promote => more innovative, more
price cuts etc e.g. doctors, lawyers etc. More service evolving
due to global franchieses e.g. fast food chain -> consistent
service.
Standardise pricing, brands, logo and training to maintain
consistency across thr globe e.g. Marriot, MIDAS, Kumon
Differences between goods and services (1)
Most service products cannot be inventoried
Turn away or wait
Intangible elements usually dominate value creation
Cannot taste, smell, touch
Hard to evaluate
Services are often difficult to visualise and evaluate
Risk & uncertainty
Customers may be involved in co-production
Customers interact with service systems

Spoil service experiences
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Most service products cannot be inventoried
Turn away or wait
Marketers: Manage demand and capacity
Intangible elements usually dominate value creation
Cannot taste, smell, touch
Hard to evaluate
Marketers: Use cues
Services are often difficult to visualise and evaluate
Risk & uncertainty
Marketers: Educate customers
Customers may be involved in co-production
Customers interact with service systems
Spoil service experiences
Marketers: User friendly systems and train customers
People are often part of the service experience
Appearance, attitude and behaviour of service personnel and

customers
Operational inputs and outputs tend to vary more widely
Hard to maintain consistency
Customers expose to service failures
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Operational inputs: different employees, different customers
The time factor often assumes great importance
Time is scarce & dislike waiting
Distribution may take place through non-physical channels
Information based services
E.g. XE.com; CQU Masters

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Marketers: Compete on speed, opening hrs
Marketers: user-friend secure web sites
Download information based elements
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How can services be classified?
The degree of tangibility/intangibility of service processes
Who or what is the direct recipient of service processes?
The place of service delivery
Customisation versus standardisation
Relationships with customers
Discrete versus continuous services
High contact versus low contact
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Different ways you can classify services:
Is it more tangible or intangible: Consulting or watching a
movie versus dining in a restaurant or visiting a dentist
Who benefits from the service? Customers? Their things

The place of service deliver? Customers visit the organization/
Organization comes to customer/ deal at arms length (insurance
consultant)
Customisation or standardisation? Adapt service for customers
e.g. healthcare/consulting or standardize (streamlined services)
e.g. web hosting
Relationships with customers? Formal relationships e.g. loyalty
programs/ transactional e.g. visit doctor once
Discrete or continuous? Continuous relationship with customer
e.g. advertising agency maintain long term relations with
clients.
High contact versus low contact? Face to Face Business versus
personal banking customers
Categorising service processesWho or what is the Direct
Recipient of the Service?Nature of Service
ActPeoplePossessionsTangible
actionsTangible actions to people’s bodies (people
processing)
Tangible actions to goods and other physical
possessionsIntangible actionsIntangible actions directed at
people’s minds (mental-stimulus processing)
Intangible actions directed at intangible assets (information
processing)

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Answers TWO questions: At who is the service directed at?
Is the service tangible or intangible?
1) (people processing) customers are present e.g. Lodging,
healthcare
2) (possession processing) - customers not physically involved
e.g. Laundry, repair
3) (mental-stimulus processing) – interact with peoples’ minds
e.g. Education, advertising
4) Information processing – most intangible/ deal with peoples
intangible assets e.g. accounting, banking,
25

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Service as a system
Service operations system: can be divided into those involving
the actors (or service personnel) and those involving the stage
set (or physical facilities, equipment and other tangibles).
Service delivery system: concerned with where, when and how
the service product is delivered to the customer.
Service marketing system: all the different ways in which the
customer may encounter or learn about the service organisation.
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An expanded marketing mix for services
People: direct, personal interaction between customers and the
firm’s personnel or employees for the service to be
‘manufactured’ and delivered.
Physical evidence (tangible cues): servicescape— such as
physical layout of the service facility, ambience, background
music and seating comfort.
Process of service production: required to manufacture and
deliver the service.
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People: people part of the service – attitudes and skills of your
employees
Physical evidence: Visible cues that make an impression
Processes: How the firm does things ‘variability’ of service,
how do you overcome that?

Changing Importance of Industry Divisions
Share of GDP*by ANZSIC Industry Division 1800-2040
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1800182018401860188019001920194019601980200020202040
Agriculture
Mining
Manufacturing
Utilities
Construction
Wholesale trade
Retail trade
Accom, cafes &rest
Transport &storage
Communication
Finance &insurance
Prop &business
Dwellings et al
Govt admin
Education
Health &community
Cult &recreation
Personal &other
Note: *At market prices to 1940, at factor cost thereafter
Source: N.G Butlin, ABS & IBISWorld

Changing Importance of Industry Divisions
Share of GDP* by ANZSIC Industry Division 1800-2040
Note: *At market prices to 1940, at factor cost thereafter
Source: N.G Butlin, ABS & IBISWorld
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02040204020402040204020402040204020402040
Personal &other
Cult &recreation
Health &community
Education
Govt admin
Dwellings et al
Prop &business

Finance &insurance
Communication
Transport &storage
Accom, cafes &rest
Retail trade
Wholesale trade
Construction
Utilities
Manufacturing
Mining
Agriculture
15
0.1
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4.4
5
6.6
2.3
9
4
2.9
chart
chart180018001800180018001800180018001800180018001800
18001800180018001800180018201820182018201820182018201
82018201820182018201820182018201820182018201840184018
40184018401840184018401840184018401840184018401840184
01840184018601860186018601860186018601860186018601860
18601860186018601860186018601880188018801880188018801

88018801880188018801880188018801880188018801880190019
00190019001900190019001900190019001900190019001900190
01900190019001920192019201920192019201920192019201920
19201920192019201920192019201920194019401940194019401
94019401940194019401940194019401940194019401940194019
60196019601960196019601960196019601960196019601960196
01960196019601960198019801980198019801980198019801980
19801980198019801980198019801980198020002000200020002
00020002000200020002000200020002000200020002000200020
00202020202020202020202020202020202020202020202020202
02020202020202020202020402040204020402040204020402040
2040204020402040204020402040204020402040
Dwellings et al
Personal &other
Cult &recreation
Health &community
Education
Govt admin
Prop &business
Finance &insurance
Communication
Transport &storage
Accom, cafes &rest
Retail trade
Wholesale trade
Construction
Utilities
Manufacturing
Mining
Agriculture
IBIS: Nov, 1998
1.3
15
0.1
0.1
0.1

20
0.5
0
0
1
2
8.5
4.5
8.3
0
0.5
0.1
38
10.7
8.5
0.3
0.2
0.2
8
0.8
0.2
0
1.3
2.5
7
2.5
6.5
0
1
0.3
50
13
9
0.3
0.2
0.2

5.6
2.1
1.9
0
2
2
7
2
10
0
1.8
0.5
42.4
9.9
9.1
0.3
0.3
0.3
5.5
2.7
3.7
0
2.9
2.5
9.6
2.4
8.5
0.5
4.2
14.6
23
11.1
9
0.5
0.5
1

4.5
1.6
3.8
0.4
3.8
3.5
7.6
4.6
13
1
10.1
5
19
8.6
7
0.6
1.3
1.3
4.3
2.3
2
0.5
6.4
4
9.5
3.4
7.1
1
12.5
5.6
22.6
7.5
4.5
0.5
1.8
1.5

3.8
1.6
1.9
0.5
5.8
3
13.7
2.5
8
1.6
12.8
3
26
9
3.7
1
2.5
1.8
4.9
1.1
2.7
1.5
5.5
2.5
12.7
3
6.7
2.2
18.7
3
17.5
7
2
1
3
2.2

3.7
3
3.8
1.6
5.9
2
10.8
1.5
7.7
3.1
28.9
1.8
11
9.3
2.5
2
5.7
5.7
4.9
8
5.2
1.2
5.4
2
6.3
6.3
7.3
2.9
18.2
3.4
3.7
9.9
2
2.1
5.9
4.7

3.7
12.2
6.7
6.4
5.3
2.5
5.3
5.7
5.6
2.5
12.2
5
2.3
8.3
3.9
2.9
6.6
5
4.1
12.5
6.8
4.1
5.3
2.9
5
5.2
6.1
2.5
10.2
4.3
4.3
9.7
4.5
3.2
7.2
4.7

4
12.7
6.4
4.4
5.8
3.2
4.4
5
6.6
2.3
9
4
2.9
data1800180018001800180018001800180018001800180018001
80018001800180018001800182018201820182018201820182018
20182018201820182018201820182018201820182018401840184
01840184018401840184018401840184018401840184018401840
18401840186018601860186018601860186018601860186018601
86018601860186018601860186018801880188018801880188018
80188018801880188018801880188018801880188018801900190
01900190019001900190019001900190019001900190019001900
19001900190019201920192019201920192019201920192019201
92019201920192019201920192019201940194019401940194019
40194019401940194019401940194019401940194019401940196
01960196019601960196019601960196019601960196019601960
19601960196019601980198019801980198019801980198019801
98019801980198019801980198019801980199019901990199019
90199019901990199019901990199019901990199019901990199
02000200020002000200020002000200020002000200020002000
20002000200020002000201020102010201020102010201020102
01020102010201020102010201020102010201020202020202020
20202020202020202020202020202020202020202020202020202
02020203020302030203020302030203020302030203020302030
203020302030203020302030
Dwellings et al
Personal &other

Cult &recreation
Health &community
Education
Govt admin
Prop &business
Finance &insurance
Communication
Transport &storage
Accom, cafes &rest
Retail trade
Wholesale trade
Construction
Utilities
Manufacturing
Mining
Agriculture
IBIS: Nov, 1998
1.3
15
0.1
0.1
0.1
20
0.5
0
0
1
2
8.5
4.5
8.3
0
0.5
0.1
37.9
10.7

8.5
0.3
0.2
0.2
8
0.8
0.2
0
1.3
2.5
7
2.5
6.5
0
1
0.3
50
13
9
0.3
0.2
0.2
5.6
2.1
1.9
0
2
2
7
2
10
0
1.8
0.5
42.4
9.9

9.1
0.3
0.3
0.3
5.5
2.7
3.7
0
2.9
2.5
9.6
2.4
8.5
0.5
4.2
14.6
23
11.1
9
0.5
0.5
1
4.5
1.6
3.8
0.4
3.8
3.5
7.6
4.6
13
1
10.1
5
19
8.6

7
0.6
1.3
1.3
4.3
2.3
2
0.5
6.4
4
9.5
3.4
7.1
1
12.5
5.6
22.5
7.5
4.5
0.5
1.8
1.5
3.8
1.6
1.9
0.5
5.8
3
13.7
2.5
8
1.6
12.8
3
26
9

3.7
1
2.5
1.8
4.9
1.1
2.7
1.5
5.5
2.5
12.7
3
6.7
2.2
18.7
3
17.5
7
2
1
3
2.2
3.7
3
3.8
1.6
5.9
2
11
1.5
7.7
3.1
28.9
1.8
11
8

1.7
1.9
4.8
4.4
3.9
6.1
4.5
1.5
4.4
1.8
7.6
11.5
8.6
3
18
3.6
4.7
8.4
1.7
1.9
5.1
4.5
3.6
8.2
5.4
2.3
5.2
1.9
7.4
10.3
7.3
3.3
15.2
4.3
4
8.5

2.3
2.3
5.6
4
3.6
9.2
8.7
3.4
5
2.1
7.4
9.7
6.6
2.5
12.7
3
2.9
9.3
2.9
2.5
5.5
4.4
3
11.3
8.3
3.7
5.4
2.5
6.5
8
6.7
2.4
11.2
3.5
2.9
8.8

3.1
2.9
6
4.1
2.5
13.4
8
4.1
5.3
3
6
6
7.8
1.9
9.9
3.9
3.3
8.2
3.6
3.5
6.5
3.9
2.7
15
7.8
4.3
5.5
3.5
5.6
5
6.8
1.6
9
4
3.5
Sheet318001800180018001800180018001800180018001800180

01800180018001800180018001820182018201820182018201820
18201820182018201820182018201820182018201820184018401
84018401840184018401840184018401840184018401840184018
40184018401860186018601860186018601860186018601860186
01860186018601860186018601860188018801880188018801880
18801880188018801880188018801880188018801880188019001
90019001900190019001900190019001900190019001900190019
00190019001900192019201920192019201920192019201920192
01920192019201920192019201920192019401940194019401940
19401940194019401940194019401940194019401940194019401
96019601960196019601960196019601960196019601960196019
60196019601960196019801980198019801980198019801980198
01980198019801980198019801980198019802000200020002000
20002000200020002000200020002000200020002000200020002
00020202020202020202020202020202020202020202020202020
20202020202020202020202040204020402040204020402040204
02040204020402040204020402040204020402040
Dwellings et al
Personal &other
Cult &recreation
Health &community
Education
Govt admin
Prop &business
Finance &insurance
Communication
Transport &storage
Accom, cafes &rest
Retail trade
Wholesale trade
Construction
Utilities
Manufacturing
Mining
Agriculture
IBIS: November, 1998

Industries in Australia's Economy 1800-2030
Share of GDP by Industry Division
1.3
15
0.1
0.1
0.1
20
0.5
0
0
1
2
8.5
4.5
8.3
0
0.5
0.1
38
10.7
8.5
0.3
0.2
0.2
8
0.8
0.2
0
1.3
2.5
7
2.5
6.5
0
1

0.3
50
13
9
0.3
0.2
0.2
5.6
2.1
1.9
0
2
2
7
2
10
0
1.8
0.5
42.4
9.9
9.1
0.3
0.3
0.3
5.5
2.7
3.7
0
2.9
2.5
9.6
2.4
8.5
0.5
4.2

14.6
23
11.1
9
0.5
0.5
1
4.5
1.6
3.8
0.4
3.8
3.5
7.6
4.6
13
1
10.1
5
19
8.6
7
0.6
1.3
1.3
4.3
2.3
2
0.5
6.4
4
9.5
3.4
7.1
1
12.5

5.6
22.6
7.5
4.5
0.5
1.8
1.5
3.8
1.6
1.9
0.5
5.8
3
13.7
2.5
8
1.6
12.8
3
26
9
3.7
1
2.5
1.8
4.9
1.1
2.7
1.5
5.5
2.5
12.7
3
6.7
2.2
18.7

3
17.5
7
2
1
3
2.2
3.7
3
3.8
1.6
5.9
2
10.8
1.5
7.7
3.1
28.9
1.8
11
9.3
2.5
2
5.7
5.7
4.9
8
5.2
1.2
5.4
2
6.3
6.3
7.3
2.9
18.2

3.4
3.7
9.9
2
2.1
5.9
4.7
3.7
12.2
6.7
6.4
5.3
2.5
5.3
5.7
5.6
2.5
12.2
5
2.3
8.3
3.9
2.9
6.6
5
4.1
12.5
6.8
4.1
5.3
2.9
5
5.2
6.1
2.5
10.2

4.3
4.3
9.7
4.5
3.2
7.2
4.7
4
12.7
6.4
4.4
5.8
3.2
4.4
5
6.6
2.3
9
4
2.9
Sheet418001800180018001800180018001800180018001800180
01800180018001800180018001840184018401840184018401840
18401840184018401840184018401840184018401840188018801
88018801880188018801880188018801880188018801880188018
80188018801920192019201920192019201920192019201920192
01920192019201920192019201920196019601960196019601960
19601960196019601960196019601960196019601960196020002
00020002000200020002000200020002000200020002000200020
00200020002000203020302030203020302030203020302030203
020302030203020302030203020302030
Dwellings et al
Personal &other
Cult &recreation
Health &community
Education
Govt admin

Prop &business
Finance &insurance
Communication
Transport &storage
Accom, cafes &rest
Retail trade
Wholesale trade
Construction
Utilities
Manufacturing
Mining
Agriculture
IBIS: Nov, 1998
1.3
15
0.1
0.1
0.1
20
0.5
0
0
1
2
8.5
4.5
8.3
0
0.5
0.1
37.9
13
9
0.3
0.2
0.2

5.6
2.1
1.9
0
2
2
7
2
10
0
1.8
0.5
42.4
11.1
9
0.5
0.5
1
4.5
1.6
3.8
0.4
3.8
3.5
7.6
4.6
13
1
10.1
5
19
4.5
4.5
0.5
1.8
1.5

3.8
1.6
1.9
0.5
5.8
3
13.7
5.5
8
1.6
12.8
3
26
4
2
1
3
2.2
3.7
3
3.8
1.6
5.9
2
11
4.5
7.7
3.1
28.9
1.8
11
8.5
2.3
2.3
5.6
4

3.6
9.2
8.7
3.4
5
2.1
7.4
9.7
6.6
2.5
12.7
3
2.9
7.2
3
3.3
6.5
3.9
2.7
15
7.8
4.3
5.5
3.5
5.6
5
6.8
1.6
9
5
4.3
Sheet518001800180018001800180018001800180018001800180
01800180018001800180018001840184018401840184018401840
18401840184018401840184018401840184018401840188018801
88018801880188018801880188018801880188018801880188018
80188018801920192019201920192019201920192019201920192

01920192019201920192019201920196019601960196019601960
19601960196019601960196019601960196019601960196020002
00020002000200020002000200020002000200020002000200020
00200020002000203020302030203020302030203020302030203
020302030203020302030203020302030
Dwellings et al
Personal &other
Cult &recreation
Health &community
Education
Govt admin
Prop &business
Finance &insurance
Communication
Transport &storage
Accom, cafes &rest
Retail trade
Wholesale trade
Construction
Utilities
Manufacturing
Mining
Agriculture
Industries in Australia's Economy 1800-2030
Share of GDP by Industry Division
1.3
15
0.1
0.1
0.1
20
0.5
0
0
1
2

8.5
4.5
8.3
0
0.5
0.1
37.9
13
9
0.3
0.2
0.2
5.6
2.1
1.9
0
2
2
7
2
10
0
1.8
0.5
42.4
11.1
9
0.5
0.5
1
4.5
1.6
3.8
0.4
3.8
3.5

7.6
4.6
13
1
10.1
5
19
4.5
4.5
0.5
1.8
1.5
3.8
1.6
1.9
0.5
5.8
3
13.7
5.5
8
1.6
12.8
3
26
4
2
1
3
2.2
3.7
3
3.8
1.6
5.9
2

11
4.5
7.7
3.1
28.9
1.8
11
8.5
2.3
2.3
5.6
4
3.6
9.2
8.7
3.4
5
2.1
7.4
9.7
6.6
2.5
12.7
3
2.9
7.2
3
3.3
6.5
3.9
2.7
15
7.8
4.3
5.5
3.5

5.6
5
6.8
1.6
9
5
4.3
Sheet618001820184018601880190019201940196019801990200
0201020202030
percent
0.1
0.3
0.5
14.6
5
5.6
3
3
1.8
3.6
4.3
3
3.5
3.9
4
Sheet718001820184018601880190019201940196019801990200
0201020202030
percent
0.5
1
1.8
4.2
10.1
12.5
12.8
18.7

28.9
18
15.2
12.7
11.2
9.9
9
Sheet818001820184018601880190019201940196019801990200
0201020202030
percent
8.3
6.5
10
8.5
13
7.1
8
6.7
7.7
8.6
7.3
6.6
6.7
7.8
6.8
Sheet919001900190019001900190019001900190019001900190
01900190019001900190019001920192019201920192019201920
19201920192019201920192019201920192019201920194019401
94019401940194019401940194019401940194019401940194019
40194019401960196019601960196019601960196019601960196
01960196019601960196019601960198019801980198019801980
19801980198019801980198019801980198019801980198019901
99019901990199019901990199019901990199019901990199019
90199019901990200020002000200020002000200020002000200
02000200020002000200020002000200020102010201020102010
20102010201020102010201020102010201020102010201020102

02020202020202020202020202020202020202020202020202020
20202020202020202020302030203020302030203020302030203
0203020302030203020302030203020302030
Dwellings et al
Personal &other
Cult &recreation
Health &community
Education
Govt admin
Prop &business
Finance &insurance
Communication
Transport &storage
Accom, cafes &rest
Retail trade
Wholesale trade
Construction
Utilities
Manufacturing
Mining
Agriculture
IBIS:November, 1998
8.6
7
0.6
1.3
1.3
4.3
2.3
2
0.5
6.4
4
9.5
3.4
7.1

1
12.5
5.6
22.5
7.5
4.5
0.5
1.8
1.5
3.8
1.6
1.9
0.5
5.8
3
13.7
2.5
8
1.6
12.8
3
26
9
3.7
1
2.5
1.8
4.9
1.1
2.7
1.5
5.5
2.5
12.7
3
6.7

2.2
18.7
3
17.5
7
2
1
3
2.2
3.7
3
3.8
1.6
5.9
2
11
1.5
7.7
3.1
28.9
1.8
11
8
1.7
1.9
4.8
4.4
3.9
6.1
4.5
1.5
4.4
1.8
7.6
11.5
8.6

3
18
3.6
4.7
8.4
1.7
1.9
5.1
4.5
3.6
8.2
5.4
2.3
5.2
1.9
7.4
10.3
7.3
3.3
15.2
4.3
4
8.5
2.3
2.3
5.6
4
3.6
9.2
8.7
3.4
5
2.1
7.4
9.7
6.6

2.5
12.7
3
2.9
9.3
2.9
2.5
5.5
4.4
3
11.3
8.3
3.7
5.4
2.5
6.5
8
6.7
2.4
11.2
3.5
2.9
8.8
3.1
2.9
6
4.1
2.5
13.4
8
4.1
5.3
3
6
6
7.8

1.9
9.9
3.9
3.3
8.2
3.6
3.5
6.5
3.9
2.7
15
7.8
4.3
5.5
3.5
5.6
5
6.8
1.6
9
4
3.5
Sheet101800180018001800180018001800180018001800180018
00180018001800180018001800182018201820182018201820182
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18401840184018401840184018401840184018401840184018401
84018401840186018601860186018601860186018601860186018
60186018601860186018601860186018801880188018801880188
01880188018801880188018801880188018801880188018801900
19001900190019001900190019001900190019001900190019001
90019001900190019201920192019201920192019201920192019
20192019201920192019201920192019201940194019401940194
01940194019401940194019401940194019401940194019401940
19601960196019601960196019601960196019601960196019601
96019601960196019601980198019801980198019801980198019
80198019801980198019801980198019801980199019901990199

01990199019901990199019901990199019901990199019901990
19902000200020002000200020002000200020002000200020002
00020002000200020002000201020102010201020102010201020
10201020102010201020102010201020102010201020202020202
02020202020202020202020202020202020202020202020202020
20202020203020302030203020302030203020302030203020302
030203020302030203020302030
Dwellings et al
Personal &other
Cult &recreation
Health &community
Education
Govt admin
Prop &business
Finance &insurance
Communication
Transport &storage
Accom, cafes &rest
Retail trade
Wholesale trade
Construction
Utilities
Manufacturing
Mining
Agriculture
IBIS: Nov, 1998
1.3
15
0.1
0.1
0.1
20
0.5
0
0
1

2
8.5
4.5
8.3
0
0.5
0.1
37.9
10.7
8.5
0.3
0.2
0.2
8
0.8
0.2
0
1.3
2.5
7
2.5
6.5
0
1
0.3
50
13
9
0.3
0.2
0.2
5.6
2.1
1.9
0
2

2
7
2
10
0
1.8
0.5
42.4
9.9
9.1
0.3
0.3
0.3
5.5
2.7
3.7
0
2.9
2.5
9.6
2.4
8.5
0.5
4.2
14.6
23
11.1
9
0.5
0.5
1
4.5
1.6
3.8
0.4
3.8

3.5
7.6
4.6
13
1
10.1
5
19
8.6
7
0.6
1.3
1.3
4.3
2.3
2
0.5
6.4
4
9.5
3.4
7.1
1
12.5
5.6
22.5
7.5
4.5
0.5
1.8
1.5
3.8
1.6
1.9
0.5
5.8

3
13.7
2.5
8
1.6
12.8
3
26
9
3.7
1
2.5
1.8
4.9
1.1
2.7
1.5
5.5
2.5
12.7
3
6.7
2.2
18.7
3
17.5
7
2
1
3
2.2
3.7
3
3.8
1.6
5.9

2
11
1.5
7.7
3.1
28.9
1.8
11
8
1.7
1.9
4.8
4.4
3.9
6.1
4.5
1.5
4.4
1.8
7.6
11.5
8.6
3
18
3.6
4.7
8.4
1.7
1.9
5.1
4.5
3.6
8.2
5.4
2.3
5.2

1.9
7.4
10.3
7.3
3.3
15.2
4.3
4
8.5
2.3
2.3
5.6
4
3.6
9.2
8.7
3.4
5
2.1
7.4
9.7
6.6
2.5
12.7
3
2.9
9.3
2.9
2.5
5.5
4.4
3
11.3
8.3
3.7
5.4

2.5
6.5
8
6.7
2.4
11.2
3.5
2.9
8.8
3.1
2.9
6
4.1
2.5
13.4
8
4.1
5.3
3
6
6
7.8
1.9
9.9
3.9
3.3
8.2
3.6
3.5
6.5
3.9
2.7
15
7.8
4.3
5.5

3.5
5.6
5
6.8
1.6
9
4
3.5
Sheet111800182018401860188019001920194019601980199020
00201020202030
percent
0
0
0
0.5
1
1
1.6
2.2
3.1
3
3.3
2.5
2.4
1.9
1.6
Sheet121900190019001900190019001900190019001900190019
00190019001900190019001900192019201920192019201920192
01920192019201920192019201920192019201920192019401940
19401940194019401940194019401940194019401940194019401
94019401940196019601960196019601960196019601960196019
60196019601960196019601960196019801980198019801980198
01980198019801980198019801980198019801980198019801990
19901990199019901990199019901990199019901990199019901
99019901990199020002000200020002000200020002000200020
00200020002000200020002000200020002010201020102010201

02010201020102010201020102010201020102010201020102010
20202020202020202020202020202020202020202020202020202
02020202020202020202030203020302030203020302030203020
30203020302030203020302030203020302030
Dwellings et al
Personal &other
Cult &recreation
Health &community
Education
Govt admin
Prop &business
Finance &insurance
Communication
Transport &storage
Accom, cafes &rest
Retail trade
Wholesale trade
Construction
Utilities
Manufacturing
Mining
Agriculture
8.6
7
0.6
1.3
1.3
4.3
2.3
2
0.5
6.4
4
9.5
3.4
7.1

1.9
9.9
3.9
3.3
8.2
3.6
3.5
6.5
3.9
2.7
15
7.8
4.3
5.5
3.5
5.6
5
6.8
1.6
9
4
3.5
Sheet131800180018001800180018001800180018001800180018
00180018001800180018001800184018401840184018401840184
01840184018401840184018401840184018401840184018801880
18801880188018801880188018801880188018801880188018801
88018801880192019201920192019201920192019201920192019
20192019201920192019201920192019601960196019601960196
01960196019601960196019601960196019601960196019602000
20002000200020002000200020002000200020002000200020002
00020002000200020302030203020302030203020302030203020
3020302030203020302030203020302030
Dwellings et al
Personal &other
Cult &recreation
Health &community

Education
Govt admin
Prop &business
Finance &insurance
Communication
Transport &storage
Accom, cafes &rest
Retail trade
Wholesale trade
Construction
Utilities
Manufacturing
Mining
Agriculture
IBIS: Nov, 1998
1.3
15
0.1
0.1
0.1
20
0.5
0
0
1
2
8.5
4.5
8.3
0
0.5
0.1
37.9
13
9
0.3

0.2
0.2
5.6
2.1
1.9
0
2
2
7
2
10
0
1.8
0.5
42.4
11.1
9
0.5
0.5
1
4.5
1.6
3.8
0.4
3.8
3.5
7.6
4.6
13
1
10.1
5
19
4.5
4.5
0.5

1.8
1.5
3.8
1.6
1.9
0.5
5.8
3
13.7
5.5
8
1.6
12.8
3
26
4
2
1
3
2.2
3.7
3
3.8
1.6
5.9
2
11
4.5
7.7
3.1
28.9
1.8
11
8.5
2.3
2.3

5.6
4
3.6
9.2
8.7
3.4
5
2.1
7.4
9.7
6.6
2.5
12.7
3
2.9
7.2
3
3.3
6.5
3.9
2.7
15
7.8
4.3
5.5
3.5
5.6
5
6.8
1.6
9
5
4.3
Sheet14ANZSIC
TABLE1800182018401860188019001920194019601980200020
202040DIVSN QPersonal

&other15.08.59.09.19.07.04.53.72.02.52.03.94.5DIVSN PCult
&recreation0.10.30.30.30.50.60.51.01.02.02.12.93.2DIVSN
OHealth
&community0.10.20.20.30.51.31.82.53.05.75.96.67.2DIVSN
NEducation0.10.20.20.31.01.31.51.82.25.74.75.04.7DIVSN
MGovt
admin20.08.05.65.54.54.33.84.93.74.93.74.14.0DWELLSDwelli
ngs et al1.310.713.09.911.18.67.59.07.09.39.98.39.7DIVSN
LProp
&business0.50.82.12.71.62.31.61.13.08.012.212.512.7DIVSN
KFinance
&insurance0.00.21.93.73.82.01.92.73.85.26.76.86.4DIVSN
JCommunication0.00.00.00.00.40.50.51.51.61.26.44.14.4DIVSN
ITransport
&storage1.01.32.02.93.86.45.85.55.95.45.35.35.8DIVSN
HAccom, cafes
&rest2.02.52.02.53.54.03.02.52.02.02.52.93.2DIVSN GRetail
trade8.57.07.09.67.69.513.712.710.86.35.35.04.4DIVSN
FWholesale
trade4.52.52.02.44.63.42.53.01.56.35.75.25.0DIVSN
EConstruction8.36.510.08.513.07.18.06.77.77.35.66.16.6DIVSN
DUtilities0.00.00.00.51.01.01.62.23.12.92.52.52.3DIVSN
CManufacturing0.51.01.84.210.112.512.818.728.918.212.210.29
.0DIVSN
BMining0.10.30.514.65.05.63.03.01.83.45.04.34.0DIVSN
AAgriculture38.050.042.423.019.022.626.017.511.03.72.34.32.9
100.0100.0100.0100.0100.0100.0100.0100.0100.0100.0100.010
0.0100.0ANZSIC
TABLE1800184018801920196020002030DWELLSDwellings et
al1.313.011.14.54.08.57.2DIVSN QPersonal
&other15.09.09.04.52.02.33.0DIVSN PCult
&recreation0.10.30.50.51.02.33.3DIVSN OHealth
&community0.10.20.51.83.05.66.5DIVSN
NEducation0.10.21.01.52.24.03.9DIVSN MGovt
admin20.05.64.53.83.73.62.7DIVSN LProp
&business0.52.11.61.63.09.215.0DIVSN KFinance

&insurance0.01.93.81.93.88.77.8DIVSN
JCommunication0.00.00.40.51.63.44.3DIVSN ITransport
&storage1.02.03.85.85.95.05.5DIVSN HAccom, cafes
&rest2.02.03.53.02.02.13.5DIVSN GRetail
trade8.57.07.613.711.07.45.6DIVSN FWholesale
trade4.52.04.65.54.59.75.0DIVSN
EConstruction8.310.013.08.07.76.66.8DIVSN
DUtilities0.00.01.01.63.12.51.6DIVSN
CManufacturing0.51.810.112.828.912.79.0DIVSN
BMining0.10.55.03.01.83.05.0DIVSN
AAgriculture37.942.419.026.011.02.94.3
&A
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&A
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IBIS
IBIS
©

©
IBIS
IBIS
©
©
MBD001D26C9.doc
©
MBD0007C339.doc
©
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1800182018401860188019001920194019601980200020202040
Agriculture
Mining
Manufacturing
Utilities
Construction
Wholesale trade
Retail trade
Accom, cafes &rest
Transport &storage
Communication
Finance &insurance

Prop &business
Dwellings et al
Govt admin
Education
Health &community
Cult &recreation
Personal &other
ASSESSMENT 2: SERVICES MARKETING PLAN (35%)
The group marketing plan is to be completed in groups of FOUR
students. Each group is to select a local service organisation,
from the list of service categories shown, to complete
Assessment 2.
Service Categories
· Education Providers – Public or Private Colleges; Universities
· Hospitals/Medical - Public Hospitals; Private Medical Centres;
Nursing Homes; Hospitals
· Financial – Trading Banks; Insurance Companies; Credit
Unions
· Telecommunication Networks - Fixed-line Networks; Mobile
Networks; Broadband; Subscription TV
· Airlines (local airline services only)
The list of service categories is indicative only. If you select a
service organisation that is not included in the list of service
industries, consult your local lecturer before proceeding.
Note: It is important that each group explains how the relevant
services marketing theoryand/or practice can be applied to the
selected local service organisation. The group will receive a
Fail grade for the particular Report if it does not explain the

relevance, and practical application of the services marketing
theory, to the selected service organisation.
Due Date: Class 5 (Session 9). Exact submission deadline online
tba
This assignment requires you to form groups of up to 4 people
in your class and develop a servicesmarketing plan for a service
company of your choice (The Affiliate lecturer makes the final
decisionon groupings and organisation choice). Each group has
to submit a service organisation profile ofthe chosen service
organisation to their tutor in Class 2 (See Appendix A for
Service OrganisationProfile).
The company should be mainly offering a service product, for
example, a financial consulting firm, dry cleaning service, or
education provider rather than a convenience store or fast food
restaurant (these are more goods dominant industries). Some
companies offer many service lines so you try to select the main
service offering. Pick a service provider that you can get
information easily, for example, service providers with
websites, reported in magazines, or companies, which you have
been regular customers or personally worked as service
employees, are ideal.
The services marketing plan should follow specific guidelines
(See Appendix A for Marketing Plan Structure). It should be
typed written in 12-point Times New Roman font and double-
spaced. The word limit for the plan is 2500 words (excluding
executive summary, appendices and references). Students are
expected to retain copies of all assessment items submitted until
a final grade for the course has been awarded.
The services marketing plan should be supported by secondary
research from various sources such as academic journal articles,
periodicals (newspapers or magazines), books, and other
business or population statistics e.g. ABS. You should use
appropriate services marketing concepts to describe and justify
the strategies. The marketing plan must include no less than ten
(10) academic journal articles, dated no earlier than 2009.

Failure to review the required number of academic journal
articles will result in lower marks being awarded for the ‘Extent
of Research and Supporting Materials’ criteria (see the marking
criteria). When you are researching, do not substitute web-pages
and/or blogs, such as Wikipedia, for academic journal articles
because it is very unlikely that those web-pages will have the
academic rigour. Other associated Academic Journals and
Supplementary references are listed under Resources for this
unit. A list of the online databases that are accessible from the
Murdoch Library’s homepage: http://library.murdoch.edu.au/
Your final plan should include (Refer to Appendix A for
specific details):
· Executive summary
· Introduction to organisation
· Situation analysis that includes a SWOT analysis, target
market segmentation and positioning
· In-depth analysis and audit of current services marketing
strategies
· Proposed recommendations to existing strategies
· Any supporting materials that helped to formulate your
services marketing strategies should be included in the
Appendices
The marketing plan is a group assignment so students should
plan and work together to ensure an equitable workload.
Students should utilise the strengths of individual group
member and actively resolve potential group conflict prior to
the submission of the assignment.
Your analysis section should focus on

Assignment structure
The marketing plan will take more time than you initially
thought; something will invariably go wrong and the blame
game will begin! Start planning the marketing plan straight
away
Format
Paper
A4, white
Font
Times Roman, 12 point
Line spacing
Double
Title Page
To include Unit Title; Assignment Title; Your student numbers
and names;
and the day/time of your Workshop/tutorial.
Page numbering
To start from the first page of the assignment text; not from the
Title page.
References
Use Chicago/Harvard Style referencing for in-text referencing
and the list
of References at the end of the assignment; do not use
footnotes.
Poor/incorrect referencing will lower your marks. Go to:
http://weblib.murdoch.edu.au/citation/chicago.html
Quotations
Avoid the overuse of quotations; they are to support your
intellectual

effort, not replace it.
Margins
2.5 cm margin, top and bottom; left and right.
Spelling
Use the Spell check facility in the word processor, but
remember
Australian English is the standard (not US English!).
Style
Do not use expressions such as; I believe..., I think..., We...,
Our... or In
my/our opinion... Use third person impersonal, and an active
writing style,
for all your written work. It is your responsibility to focus the
reader's
attention on your analysis and the logical conclusions that you
have drawn
from that analysis.
Stapled
Top left hand corner; binding is not required for either Research
Report in
this Unit.
The Marking Criteria for Services Marketing Plan
The services marketing plan will be evaluated based on the
analysis and insights to the strategies, understanding of services
marketing, ability to integrate relevant theoretical concepts,

depth of research and overall written quality of the plan (see
Marking Criteria overpage).
Marking Criteria for Services Marketing Plan
Criteria
Excellent (8-10)
Good (7-8)
Satisfactory (5-6)
Unsatisfactory (0-4)
Executive summary and Introduction
(10 marks)
Executive summary very succinct and comprehensively
addresses key issues in the plan.
Very highly relevant and succinct discussion on the company
and topic. (9-10)
Executive summary quite succinct and addresses most key
issues in the plan.
Highly relevant and succinct discussion on the company and
topic. (7-8)
Reasonable attempt at summarising the key issues in the
executive summary in a concise manner.
Reasonably relevant and succinct discussion on the company
and topic. (5-6)
Does not adequately address the key issues in the plan and/or is
lengthy
Content generally lacks relevance to the company and topic
and/or is lengthy
(0-4)
Identification of key issues
(10 marks)
Accurately identifies and excellent justification of all key
issues.
(9-10)
Accurately identifies most key issues and provides good
justification. (7-8)
Reasonably identifies most key issues and provides satisfactory

justification, some flaws evident.
(5-6)
Key issues not adequately covered and with little justification,
major flaws evident.
(0-4)
Analysis of Current Service Strategies
(30 marks)
Highly insightful and thorough analysis of current service
strategies.
Critical analysis extremely well developed.
Excellent integration of services marketing theory and research.
(9-10)
Insightful and thorough analysis of current service strategies.
Displays high level of critical analysis.
Good integration of services marketing theory and research.
(7-8)
Satisfactory insights and analysis of current service strategies.
Displays satisfactory critical analysis.
Integrates services marketing theory and research, some flaws
evident.
(5-6)
Incomplete analysis of current service strategies.
Critical analysis is weak or undeveloped.
Limited and/or inappropriate integration of services marketing
theory and research.
(0-4)
Recommended Strategies
(30 marks)
Very well justified and reasoned solutions, consistent with
analyses.
Strategies are very creative.
(9-10)
Well justified and thought out solutions, consistent to most of
the analyses.
Strategies are quite creative.
(7-8)

Appropriate solutions based on reasonable justification, linked
to the analyses, some flaws evident.
Demonstrates some creativity in strategies. (5-6)
Inappropriate/poorly justified solutions, with little/no link to
the analyses.
Demonstrates little thought/originality in strategies.
(0-4)
Extent of Research and Supporting Materials
(10marks)
Provides extensive, highly relevant supporting material to
support analyses.
Supporting material very creative
(9-10)
Provides a lot of supporting, mostly relevant material to support
analyses.
Supporting material quite creative
(7-8)
Provides satisfactory supporting material to support analyses,
some flaws evident.
Some creativity in supporting material
(5-6)
Insufficient and/or inappropriate use of supporting material to
support analyses.
Little thought in use of supporting material (0-4)
Overall quality of presentation and referencing
(10 marks)
E.g. Structure, grammar, referencing, readability
Quality of presentation is extremely and consistently high.
Excellent written expression and superior grammar and spelling.
Referencing is consistent and correct.
(9-10)
Quality of presentation is a high standard.
Good written expression, spelling and grammar at a high
standard with very few errors.
Referencing is mostly consistent and correct.
(7-8)

Quality of presentation is of a satisfactory standard.
Writing quality satisfactory and/or occasional errors in spelling
and/or grammar.
Satisfactory attempt at referencing, but not always consistent or
correct.
(5-6)
Quality of presentation is a weak or very weak standard.
Poor writing quality and/or significant errors in spelling and/or
grammar.
Little/no evidence of referencing, mostly inconsistent and
incorrect.
(0-4)
Overall Comments:
Total /100
Reweighted /35%
On 15th March 2019, the East West line was hit by major delays
during the morning rush.
https://www.straitstimes.com/singapore/transport/east-west-
line-hit-by-major-delay-during-friday-morning-rush-hour

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