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