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40 Cards in this Set
- Front
- Back
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What is a product
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What is a service |
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core product
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What does Shostack’s Continuum show us |
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actual product |
Services are intangible, perishable, variable,and inseparable. Know a definition foreach term and be able to discuss how this characteristic impacts how we marketservices |
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augmented product |
3 service quality attributes, knowwhat each is and at what point in the service delivery process a customer isable to evaluate each one |
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vertical products |
What is a serviceencounter |
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horizontal products |
What are the threeadditional P’s associated with services |
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convenience goods |
What is a servicescape? What P is this associated with? |
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shopping goods |
We discussed three important elements in designing a servicescape. Understand what each element is |
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specialty goods |
What is a boundary spanner? What types of role stress do boundaryspanners suffer from? |
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unsought goods |
What is empowerment? When might a company want to empower its employees? |
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quality |
Understand how to use the theater as a metaphorfor service delivery. Who are thecast? The crew? The front stage? The back stage? |
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value |
What is a service blueprint? What P is it associated with? |
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What is a product mix |
Understand how to construct a simple blueprint with the following elements: a series of customer actions, a series of front stage employee actions, a series of backstage employee actions, a line of visibility, and a line of interaction. |
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Be able to describe a product mix using the following terms: product line, depth, and width. Understand the advantages of depth |
What is SERVQUAL? (What areas are covered.) |
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What is a brand? Know some of the qualities you look for when choosing a brand name |
What is a critical incident technique? |
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What is brand equity? What are its components? |
What is a gap analysis? What do the gaps suggest? |
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Know the three levels of brand awareness |
Why might a marketer want to participate inglobal marketing? |
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corporatebranding, why might a company use it |
What are the differences between leastdeveloped, developing, and developed countries? |
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individual product branding, why might a company use it |
What is countertrade? What does it mean if a country’s currency isnot convertible? |
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national brand |
Nationalization |
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private label brand |
Expropriation |
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store brand |
Local content law |
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generic |
tariff |
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co-branding |
quota |
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ingredient branding |
embargo |
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Be able to explain the product life cycle andthe key issues facing marketers at each stage |
trade agreement |
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Be able to explain the adoption process,including the adopter categories and what distinguishes each group from theothers |
contractual agreements |
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relative advantage, explain the factor and tell me whether it is positively or negativelycorrelated to adoption |
strategic alliances |
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compatibility, explain the factor and tell me whether it is positively or negativelycorrelated to adoption |
exporting |
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complexity, explain the factor and tell me whether it is positively or negatively correlated to adoption |
direct investment |
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trainability, explain the factor and tell me whether it is positively or negatively correlated to adoption |
What is meant by the term dumping? |
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observability, explain the factor and tell me whether it is positively or negatively correlated to adoption |
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six “levels” of productinnovations. Understand what each is andwhether they are a new offering or an update on an existing product |
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We went over the growth strategy matrixagain. For each category, youshould know whether the firm is choosing to target new or existing customerswith new or existing products |
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What makes a new product launch successful? |
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What makes a new product a failure? |
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strategic risk |
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market risk |
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internal risk |
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What is a test market? Why would a marketerundertake one? What are thedisadvantages? |
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