The ‘Services Marketing Plan (Part I)’ as assignment one provides you with a hands-on experience in

understanding the service products, consumers and markets. Additionally,this marketing plan will enhance your understanding ofthe various
components ofthe marketing mixto the services context.

As part of your assignment 1 , you will be applying various concepts of Services

Marketing to Aboriginal Cultural Centre and Keeping Place (ACCKP),Armidale, NSW Australia. ACCKP is a community based centre that presents
a portfolio of Australian Indigenous arts and culture. ACCKP offers quality cultural tours, a wide range ofAboriginal cultural activities

and traditional Aboriginal paintings for sale. Additionally ACCKP offers a wide variety of workshops and has an array ofAboriginal cultural
exhibitionsthrough the art gallery. Furthermore ACCKP also has many sections such as a musical section, interactive corner, local heroes
display, and historical room and so on. ACCKP is also complemented with a well stocked gift shop that offers Aboriginal gifts and souv enirs;
and Echidna cafe with an interesting menu. Please accessthe following linkto retrieve additional information: www.acckp.com.au
Discussthe nature ofthe consumer behaviour and competitive markets in regardsto the service offerings ofACCKP.

Ex lainthe Flower

of Service concept and identify the core and supplementary elements ofthe ACCKP.

Discussthe key factors driving place and time decisions

ofACCKP’s service distribution and the relevance of service delivery options.

Briefly discussthe relevance ofthe pricing tripod

approach in setting a good pricing pointforthe service offerings ofACCKP.

Describe the significance ofthe marketing communications mix

forACCKP.

Develop a marketing campaign forACCKP’s service offeringsthat enhancesthe visitor numbers to ACCKP.

Obviously some

theories and concepts in Chapters 1- 7 will be more relevantto the Services Marketing Plan (Part I). You must choose which ones are more
relevant and explain why they are more relevant. You must apply the concepts and theories you have learned from your reading ofthe textto
the Services Marketing Plan (Part I) analysis and notjust list or describe them. Please tryto keep your assignment within the total word
limit.