ou are a marketing consultant and are required to conduct a service firm audit for a local business of your choice. It is very important that you do not confuse customer service with services...

ou are a marketing consultant and are required to conduct a service firm audit for a local business of your choice. It is very important that you do not confuse customer service with services marketing. Recall a service is a business that has 3 characteristics, intangibility, perishability, simultaneous consumption and products and heterogeneous target groups. The aim is to conduct an in-depth investigation and analysis of the organisation’s current service marketing mix (7 P’s) highlighting areas that it excels in (i.e., compared to its key competitors) and areas that may need improvement