Marketing chapters 11-14

Trialability and _____ refer to how complicated a prouduct is and how easy or hard it is to try

Complexity

purchasing a service such as a haircut is perceived as more risky to the consumer to a large extent because of the service characteristic of?

inseparability

Which source of ideas is the most expensivef

internal R and D

Some brands become so predominant in a certain market, people refer to the product by this one name and example is

kleenex

ability to perform the service dependably and accurately

Assurance

refers to a group session in which participants work together to generate new ideas

Brainstorming

________ is testing used to obtain consumers' reactions to new product ideas before a prototype is actually developed

Concept

Analyzes the unfulfilled needs of customers in regards to their perception of the performed service used to modify future performance

Customer Complaint Behavior

True or False: The sole Purpose of a product package is to protect the product from damage while in the supply chain

FALSE The package is also an important communication tool

________________ entails a process of balancing various engineering manufacturing, marketing, and economic considerations to develop a products form and features or a service's features

Product development

________ are groups of firms and institutions who collaborate to do research and development

R&D consortia

A pioneer is more likely to rely on its_______ while a follower firm will be more likely to __________ for ideas

R&D department scan the market

______ deals with perception among consumers that a product is better than its subsititutes

Relative Advantage

involving employees in setting service goals can be very instructive in helping a firm reduce the ______ gap by increasing their input into systematizing the expected output

Standards

True or False manufacturers sometimes prefer to make only private label merchandise

True

true or false when using the zone of tolerance, the 5 scores assigned to service quality will always total 100 percent

True

what is the service sector much larger than the product sector in developed countries?

an aging population requires increased health care and household services an increased value of leisure time has transferred many household tasks outside the home

purchasing a cruise is different from a car in the fact it ?

cannot be easily separated from the service providers such as the steward and crew

an effective method to assess customer service is to analyze customer _______ behavior in which management is told by buyers what dissatisfies them

complaint

get employees to meet or exceed service standards

delivery gap

if Toyota released a Prius under its Lexus brand it may ________ the brand

dilute

match customer expectations with actual service provided through research

knowledge

the _______gap reflects teh difference between customers expectations and the firms perception of those customer expectation, which are known by the customer

knowledge

to reduce the __________ gap managers should conduct ongoing research and talk with customers to determine what they expect to get form the brand and the firm

knowledge

a tool used by service providers to minimize the variance btw those who deliver the service is to employ

machines such as atms and service kiosks

licensing is a trade off that it can save a firm from the high cost of in house R&D, but instead the firm is banking on a solution that already exist but has not been

marketed

does timing affect the methods a marketing manager can use to measure the success of a new product?

no

will threatening to terminate the employees reduce delivery gaps?

no

inexpensively collects customers service perceptions in the process of exchange

point-of-purchase surveys

______ test is when a company shows potential customers the marketing mix variable and the are surveyed if they would buy/use the product again

pre-market

knowledge and courtesy by employees and their ability to convey trust and confidence

reliability

Firms create brand awareness through_______ exposure of the brands logo, symbol, and lsogans

repeated

manufacturers coordinate delivery and storage of new products with its ________ to assure that products are available to sell to consumers

retailers

a customer's expectation might vary substantially for the same service provider based on the?

situation

retailers may not only need to make a profit on each sale, but they may also receive a _______ ________ as incentive to give better shelf space products

slotting allowance

joanna learned form customers satisfaction surveys that diners in her restaurant want substitutions, she only tells half the servers about this change, this is an example of a _______ gap

standards

set appropriate service levels for performance and measure service performance

standards

when a manager sees a problem but doesn't change it there is a ______ gap?

standards

integrated marketing communications uses a quite a few promotions during product introductory such as

trade and price promotions

a ____________ is a temporary concentration of manufactures giving retailers an opportunity to see what is available

trade show

systematically collects customers inputs and integrates them into managerial decisons

voice of customer program

creates teh area between the desired and minimum standard of acceptable service based on five service dimensions

zone of tolerance