Please answer the following questions in your own words; length requirements are provided against each one. Use formal language and marketing terms in your responses and check for grammar/typos. You can go over the word limit mentioned against each question, but not by too much. You do not need to include the questions themselves, just your (numbered) answers. These topics were covered during the second half of the course; no external references are required and you are expected to use only material covered in the lectures/textbook. Please single-space your write-up since I grade these online/on-screen from within D2L. Submit the final document as a MS Word attachment or Pdf in the assignment folder for the final exam on D2L. No other formats will be accepted. All submissions will be checked against the university’s academic integrity policy, which will be strictly followed. 1. Select a service of your choice from the following: a hotel, a restaurant, or an airline brand. Discuss how the Four I’s of services apply to this service (only to the extent covered in the services chapter). What are some properties of this service that a typical consumer of this service may evaluate (in the context of the consumer purchase process)? [10 pts; approx. 200 words] 2. For one of the new product ideas you came up with in week 8, assume that you are in charge of deciding the appropriate promotional mix (not marketing mix). a. What are the advantages and disadvantages of using each of the several promotional alternatives discussed in Chapter 18 (Integrated marketing communication) in the context of this specific product? b. Given what you described in (a) above and given the nature of your product, as well as the target market for your product, choose the right combination of promotional elements for your product (i.e. promotional mix) c. How would you use each of these for your product launch? Provided detailed and specific descriptions for each tactic here, with examples. [25 pts; approx. 400 words] Note: Your answ
