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26/10/2024
MKT 1100 OL62
Assignment 1 for Week 9
1. Having External Marketing: To do that, Starbucks markets its brand values, products and
services to the outside world. Advertising campaigns, social media presence or promotional
events set up by Starbucks inform what consumers should expect from and about the
brand—from its services to coffee cups—and loyalty programs like the one in their Starbuck
Rewards app. Quality coffee: in a nice store and comfort at the forefront, especially
regarding how easy it is to order drinks with customization
2. Product Offerings Delivering the PromiseInternal Marketing: Starbucks spends a great
deal of money on training and keeping employees happy because they believe that their
employees are essential to providing a good customer experience. Baristas are trained to
not only in how to prepare Signature beverages, but also customer service skills such as the
warmth and personal touch. They are also reinforced by building a positive working
environment such as healthcare, Stock option and opportunities to grow in the company
which will motivate employees to provide best-in-class service all while ensuring that they
can commit providing these values for Starbucks.
3. Real-Life: Is It Where You Come When Your Promises Are Threatened?
Where Starbucks lives up to its promises is in the service encounter—that elusive and often
invisible interface between a company's brand promise and on-site performance. Baristas
communicate with customers by taking orders, serving drinks and related items, maintaining
a fast pace during busy hours as well as working in unison to keep the store running. Since
this engagement (the friendlier the barista, correct drink order and a positive store
environment) influences both short-term aun long term customer satisfaction which in turn
leads to customer loyalty.
Starbucks, via the Service Marketing Triangle can provide these services through ensuring
external promises are congruent with internal practices and upheld in Interactive marketing
at each service encounter creating a seamless experience that reinforces customer loyalty.