Marketing Ch. 11

Front 1

Name and explain the reasons why products fail.

Back 1

1. Poor product quality
2. Lack of market research- Number one reason why new products fail. Haven’t considered the value in the market place for the consumer.
3. Economical access to buyers- how much is costs us to get our product out.-
4. Too little market attractiveness- the market doesn’t think this is a good idea.
5. Bad timing…too early/too late
Ex: irradiated meat- meat that doesn’t need to be refrigerated- we weren’t ready for this yet.

6. Insignificant points of difference
Not realizing the value of buying new products
7. Poor execution of the marketing mix

Front 2

What are the 4 I's of Service?

Back 2

Intangibility (Completely intangible)
Inconsistency
Inseparability
Inventory (Perishability)

Front 3

1. Intangibility
(Completely intangible)

Back 3

Just a service
Restaurant- partially intangible: If we go in and the food is good and the service is bad, we might not go back again.

Front 4

How do we fix intangibility?
Give an Example

Back 4

Signals of credence is how to fix intangibility

Diplomas prove they are credible
Example: Dave went to a special pen store that fixed fountain pens. He went in and asked the guy if one of the pen doctors (they were in lab coats) could fix his pen. When the guy offered to fix it himself, Dave said no because he wasn’t in a lab coat. The guy actually was a pen doctor but just didn’t have his coat on.

Front 5

2. Inconsistency (heterogeneity)

Back 5

The only service that performs a task, the same, every time is a computer.
First, we automate what we can automate- if we can find a machine to do part of a process we use that first. Taking the human element out of the process helps get rid of inconsistency.
Example: Yard services have machines that tell how much fertilizer to put down
Example: Medications
Training is also very important
-There are eight different TA’s and Dave wants us to be graded fairly. So he spends a lot of time coming up with a grading rubric, having meetings with the TA’s.
-We have to measure customer satisfaction

Front 6

3. Inseparability

Back 6

we have to hire the right kind of people for jobs. We have to constantly remind them of the importance of service marketing because we are so heavily dependent on word of mouth

Front 7

4. Inventory (Perishability)

Back 7

Pricing
Ex: Movie theatres offer specials mid week.
Ex: Hotels during the weekend
Ex: Waitress ask if the food was alright
Ways to manage perishability is through pricing. Pricing creates the fastest difference in the marketing mix

Front 8

What are the 5 dimensions of Service quality?

Back 8

1. Reliability
2. Tangibles
3. Responsiveness
4. Assurance
5. Empathy

Front 9

1. Reliability
give an example

Back 9

The ability to perform a promised service dependably and accurately
Ex: Is my flight on time?

Front 10

2. Tangibles
give and example

Back 10

Appearance of physical facilities, equipment, personnel, and communication materials.
Ex: Are the gate, the plane, and the baggage area clean?

Front 11

3. Responsiveness
give an example

Back 11

Willingness to help customers and provide prompt service.
Ex: Are the flight attendants willing to answer my questions?

Front 12

4. Assurance
give and example

Back 12

Knowledge and courtesy of employees and their ability to convey trust and confidence.
Ex: Are the ticket counter attendants, flight attendants, and pilots knowledgeable about their jobs?

Front 13

5. Empathy
give and example

Back 13

Caring, individualized attention provided to customers.
Ex: Do the employees determine if I have special seating, meal, baggage, transfer or rebooking needs?

Front 14

We use ______ _______ with the marketing concept.

Back 14

Internal Marketing

Front 15

What are attitudes regarding Non- profit marketing?
Give an example.

Back 15

Marketing for a non-profit is seen as wasting the organizations money.

Example: When working on a non-profit marketing sector, a guy told Dave that he couldn’t say the word “marketing”. He did, and people got angry

Front 16

Explain the In-class example about non- profit marketing.

Back 16

Example: A non-profit organization found that if they implemented a marketing strategy they could get $35,000 from people who donate the lowest possible dollar. They still didn’t want to do it because they didn’t like the idea of marketing

Front 17

Why is it bad to use Organization centered orientation.

Back 17

•The offer is seen as inherently desirable
•Customer ignorance or lack of motivation are seen as barriers to success
•A minor role is given to consumer research
•Marketing is defined by promotion
•The best marketers are those as those so understand communications
•One good strategy is assumed is all that is needed
•There is no competition

The above bullets are a result of non-profits focusing on organization and not marketing.

Front 18

When promoting their product, non-profits tend to use one strategy. Why can this result in product failure?

Back 18

There are many different types of groups that will be attracted to a service.
Ex: : A company created a brochure to encourage the elderly to live in retirement homes. Dave said it sucked because they only created one brochure to market to everyone. There should be brochures to market the elderly, children of elderly (they care about their parent’s well-being), doctors, and lawyers.

Front 19

Name three assumptions that non- profits make.

Back 19

1. There is no competition
2. Non-profits assume there is no competition, but there is a lot of competition with other non-profits for different causes
3. The best marketers are defined as those who understand communications

Front 20

Define Marketing Myopia

Back 20

defining a business in terms of goods and services rather than in terms of the benefits customers seek.
“Let me tell you about my beautiful baby”
When the thing is butt ass ugly

Front 21

Why do people think breast cancer is the leading cause of death in woman?

Back 21

- because Susan G. Colman has done such a good job marketing a quest for the cure.

Front 22

What is Distribution?

Back 22

Has to do with efficiently moving the product from the manufacturer to the consumer.
EX: Unilever manufactures soap to consumers and they hire an intermediary, wal-mart, to sell the manufacturers products to consumers.
Ex: The Company Miller and Bud light don't want to sell to consumers so they get distributors to sell to bars and consumers.

Front 23

Name 3 ways in which distribution is important.

Back 23

1. It is cheaper
2. It is More effective
3. It is more efficient

Front 24

What are the 4 functions that marketing channel distributors perform, that help manufacturers ?

Back 24

1. Transaction
2. Facilitation
3. Logistics
4. Service

Front 25

1. Transaction

Back 25

they buy our products, they sell our product, the inventory our product.

Front 26

2. Facilitation

Back 26

they help facilitate the sale.
Ex: Car dealership- they give info to the consumer about the product, test the product, help finance the product.

Front 27

3. Logistics

Back 27

Move, store, take big quantities of the product, and break down the quantities into smaller quantities

Front 28

4. Service

Back 28

- provides info, warranty work. We don’t want to have to send the product to the manufacturer to get fixed. We want to get is fixed by the co. where we bought it.