ADMS 2200 Lecture Notes - Lecture 12: Total Quality Management, Customer Service, Marketing Mix

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Lee Li

Document Summary

Chapter 9 (product & service strategies: list the 6 factors that distinguish services from goods. The most commonly used classification of consumer products divides products into three groups. Products consumers wish to purchase frequently, immediately, and with minimal effort are called convenience products. Products that are purchased after comparisons of product alternatives are made based on factors such as price, style, and color are called shopping products. Finally, products possessing some unique characteristics that cause consumers to prize a particular brand and to exert considerable effort to obtain that brand are called specialty products. Further, marketing mix decisions concerning price, promotion, and distribution are made easier. For example, the prices of convenience products are generally low, while prices for shopping and specialty goods are relatively higher. Shopping products are products that the consumer lacks complete information about prior to the purchase, but gathers needed information about during the buying process. The competitive offerings of shopping products are compared.