Chapter 9 Marketing

Front 1

new product development

Back 1

1.New product strategy development

2.idea generation

3.screening and evaluation

4.business analysis

5.development

6.Marketing testing

7.Commercialization

Hint 1

7 steps

Front 2

product

Back 2

-good, service or idea

-bundle of tangibles and intangibles

-received in exchange for some unit value

Front 3

Product line

Back 3

-a firms total product offering designed to satisfy a single need for target customers

-Consists of an assortment of different products tailored to different consumer needs

Hint 3

P&G line of dish detergents: Dawn, ivory, Joy

Front 4

product mix

Back 4

a firms entire range of ptoducts

Hint 4

Gillette offers shaving products, deodorants, writing instruments and toothbrushes

Front 5

tangible

Back 5

something that you can touch see and feel like deodorant

Front 6

intangibles

Back 6

a product that you cant see or feel like a service

Front 7

product classification

Back 7

-by user type

-by degree of tangibility

Front 8

By user type

Back 8

-consumer goods purchased by ultimate consumer

-Industrial or business goods assist in providing products for resale

Hint 8

purchased by ultimate consumers

Front 9

By degree of tangibility

Back 9

-non durable-low involvement-consumed in few uses

-durable-high involvement-last over extended number of uses

-Services-activities,benefits and satisfaction offered for sale

Hint 9

non durable

durable

service

Front 10

Consumer

Back 10

convince-frequently purchased, minimum effort

Shopping-compare several alternative

Specialty-specifically search for

Unsought-something you don't want

Hint 10

4 things

Front 11

Business goods: derived demand

Back 11

Components-used as part of final product

Support- assist in producing other goods and services (installation, supplies and services

Hint 11

2 things

Front 12

convenience product

Back 12

frequent purchases; little time and effort spent shopping

Hint 12

toothpaste,cake mix and hand soap

Front 13

shopping product

Back 13

infrequent purchases need much comparison shopping time

Hint 13

cameras, TVs and briefcases

Front 14

specialty product

Back 14

infrequent purchases; needs extensive search and decision time

Hint 14

Rolls-Royce cars, Rolex watches and heart surgery

Front 15

unsought product

Back 15

very infrequent purchases; some comparison shopping

Hint 15

Burial insurance, thesaurus

Front 16

Core service

Back 16

is a benefit that a customer gets from the service example travel

Hint 16

travel

Front 17

Augmented service

Back 17

are additional offeringd that differentiate the firm example frequent flier miles, amount of leg room, in flight entertainment services, and internet access

Hint 17

frequent flier miles

Front 18

Service classification

Back 18

-delivered by people or equipment.

-profit or non-profit 10% of the labor force of the US are employed by non profits

-government services

Hint 18

3 things

Front 19

Specificities of service

Back 19

-Intangibility

-inconsistency of quality

-inseparability

-Inventory

Hint 19

4 I's

Front 20

Intangibility

Back 20

-can't hold, touch or see before purchase

-Marketers make them tangible by showing benefits of using service

Front 21

Inconsistency of quality

Back 21

-services depend on people

-Standardization and training used as remedy

Front 22

Inseparability

Back 22

-consumer can't separate deliver of service from service itself

-Customer involvement varies

Front 23

Inventory

Back 23

-idle production capacity

-inventory cost

-salary vs commission

Front 24

Marketing strategies for different service characteristics

Back 24

-intangibility

-perishability

-variability

-inseparability

Hint 24

4 things

Front 25

intangibility

Back 25

the building, logo, employee uniforms

Front 26

Perishability

Back 26

adjust services to match demand like a work schedule

Front 27

Variability

Back 27

offer service guarantees

like training a waiter from a bus boy to a hostess

Front 28

Insparability

Back 28

training employees

Front 29

search properties

Back 29

product characteristics that the consumer can look at prior to purchase

Hint 29

what tangible goods have

Front 30

Expierence properties

Back 30

characteristics that customers can determine during or after consumption

Hint 30

what services have

Front 31

credence properties

Back 31

attributes we find difficult to evaluate even after we've expierenced them

Hint 31

specialized service

Front 32

gap analysis

Back 32

measurement tool that gauges the difference between a customer's expectation of service and quality and what actually occurred

Front 33

Critical incident technique

Back 33

company collects and closely analyzes very specific customer complaints to identify critical incidents

Front 34

Crest

Back 34

Calm the customer

Repeat the problem

Empathize

Solve the problem

Timely response

Front 35

Organization level opinion

Back 35

-incremental improvement

-Significant jump in technology

-Truly revolutionary new product

Front 36

Consumer level opinion

Back 36

dynamically continous innovation-minor changes in behavior needed

Discontinous innovation-learning new cinsumption pattern