Marketing Portfolio for heriot watt university
Mohammad Zahid
H00114958
B.A Accountancy & Finance
Year 2
Introduction to Marketing 2 C18IN 2013/14
Individual Portfolio
Word Count:2627
Reflections Word Count : 2314
Reflective Statement: 313
Contents
Week 2 Reflection …………..…………………………………. 3
Week 3 Reflection (to be marked) …………………………………. 4
Week 4 Reflection (to be marked) …………………………………. 5
Week 5 Reflection (to be marked) …………………………………. 6
Week 6 Reflection …………..…………………………………. 7
Week 7 Reflection(to be marked) …………………………………. 8
Week 8 Reflection …………..…………………………………. 9
Week 9 Reflection …………..…………………………………. 10
Week 10 Reflection …………..………………………………... 11
Week 11 Reflection(to be marked) ………………………………... 12
Reflective Statement…………. ……………………………….. 13
Appendix …………….………………………………………… 14-15
References……………. ……………………………………….. 16-17
Week 2
The Complexities of Perceived Risk in Cross-Cultural Services Marketing -Summary
With a core emphasis on the service marketing that was taught to me in week 2, I am choosing “The Complexities of Perceived Risk in Cross-Cultural Services Marketing” authored by Hean Tat Keh and Jin Sun authored in Journal in International Marketing in the year 2008.
The article highlights the different complexities that are encountered by the international marketers, especially in the field of services marketing. The authors go on to point out that, unlike the product marketing, the role of face to face communication is much more in the case of product marketing and thus the cross cultural differences between the service provider and the service receiver is thus enhanced to a large limit.
According to the authors, a framework is developed to understand the different behaviours of the service providers and the customer, to convert the consumer to trust the service provider and translate that trust to loyalty. They are-
1. Usage of a concept that is
H00114958
B.A Accountancy & Finance
Year 2
Introduction to Marketing 2 C18IN 2013/14
Individual Portfolio
Word Count:2627
Reflections Word Count : 2314
Reflective Statement: 313
Contents
Week 2 Reflection …………..…………………………………. 3
Week 3 Reflection (to be marked) …………………………………. 4
Week 4 Reflection (to be marked) …………………………………. 5
Week 5 Reflection (to be marked) …………………………………. 6
Week 6 Reflection …………..…………………………………. 7
Week 7 Reflection(to be marked) …………………………………. 8
Week 8 Reflection …………..…………………………………. 9
Week 9 Reflection …………..…………………………………. 10
Week 10 Reflection …………..………………………………... 11
Week 11 Reflection(to be marked) ………………………………... 12
Reflective Statement…………. ……………………………….. 13
Appendix …………….………………………………………… 14-15
References……………. ……………………………………….. 16-17
Week 2
The Complexities of Perceived Risk in Cross-Cultural Services Marketing -Summary
With a core emphasis on the service marketing that was taught to me in week 2, I am choosing “The Complexities of Perceived Risk in Cross-Cultural Services Marketing” authored by Hean Tat Keh and Jin Sun authored in Journal in International Marketing in the year 2008.
The article highlights the different complexities that are encountered by the international marketers, especially in the field of services marketing. The authors go on to point out that, unlike the product marketing, the role of face to face communication is much more in the case of product marketing and thus the cross cultural differences between the service provider and the service receiver is thus enhanced to a large limit.
According to the authors, a framework is developed to understand the different behaviours of the service providers and the customer, to convert the consumer to trust the service provider and translate that trust to loyalty. They are-
1. Usage of a concept that is
References: Christopher, M. (1991). Relationship Marketing. Bringing Quality customer service and marketing together. 31 (91), 3-15 https://dspace.lib.cranfield.ac.uk/bitstream/1826/621/2/SWP3191.pdf Dickinson, J. (2010). The Role of authenticity in relationship marketing. Journal of Management and Marketing Research. 2 (1), 2-9.