Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
23 Cards in this Set
- Front
- Back
|
product or service
|
|
|
|
what are companies doing today to differentiate?
|
beyond offering productss, offer and managong experiences with their brand or company. example is disney
|
|
|
what is the ultimate goal of your product?
|
to successfully manage customer experience. allow customers to connect with the brand and company. care for them. BMW
|
|
|
what are the level of products?
|
1.core customer value- what consumers seek from product
2. actual product - how it is designed to deliver (1) 3. augmented product - create customer value and connect with them. provide satisfying cust. experience |
|
|
types of products
|
|
|
|
what are unsought and industry producta?
|
|
|
|
what are other market offerings?
|
organisations, people, places and ideas
|
|
|
oppi, what is it?
|
they are activities that create maintain or change attitude about it.
|
|
|
what are the focus of product and service decisions
|
product attribute
branding packaging labelling product support services |
|
|
under product attribute
|
performance quality - ability to perform its function and satisfy customers needs
conformance quality- consistency in quality product features - features that customers value highly and can value add to product to differentiate style and design - physical looks and aesthetic feature of yhe product that appeals to customers |
|
|
what is branding
|
|
|
|
what is packaging?
|
|
|
|
what is labelling?
|
labelling is the use of graphics as part of packaging. provide several info about product and also helps promote the brand.
|
|
|
product support service
|
customer services that provides an overall product or brand experience.
|
|
|
what is product line stretching?
|
stretching bryond current range to attract different range of customers.
|
|
|
what is product mix?
|
|
|
|
why is branding important?
|
build trust
higher buyer seller power legal protection command price premium market expansion ease effective communication to customers |
|
|
service marketing
|
from intangible to tangibke using evidence management.
service inseparability - provider cust. interactions service variability- dependent on who is providing the service. service perishability - able to stored for later use or sales? |
|
|
differentiating service
|
differentiate offer, delivery, image.
|
|
|
how can service quality be measured when all other companies are also doing well in it?
|
customer retention rate which measures the consistency of quality service.
|
|
|
how to ensure service productivity?
|
use technology. balance between quality and productivity.
|
|
|
building strong brand
|
brand positioning on customer's mind.
name selection brand sponsorship brand development |
|
|
what are the types of brand sponsorship?
|
national brand
private brand licensing co-branding |
