- Strategic Marketing
Referring to the goods-services spectrum, Hooley, Piercy and Nicoulaud say that
“increasingly, companies operating at the left-hand end of the spectrum are looking to
enhance differentiation through focus on the intangible elements on offer. These include
branding the offer and the delivery of service to augment the physical product offer. At the
right-hand end of the spectrum companies and other service providers are recognising that
the type and quality of the service they offer is their major means of differentiation. The
line between tangible and intangible elements is becoming blurred and moving downwards,
so that the intangible elements are becoming increasingly important across the whole
spectrum”.
Hooley, G., Piercy, N., and Nicoulaud, B., (2012) Marketing Strategy and Competitive
Positioning, 5
By reference to academic literature, critically evaluate this perspective on the role of
service in strategic marketing. For an identified organisation – assess the impact of
this perspective, making management recommendations.
In developing your report, please ignore the dimension of branding – the focus should be
on service.
You are required to produce a business report addressed to a specific person in your
identified organisation – the Managing Director or equivalent.
