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MCS 1000 Chapter 14: Chapter 14 Introductory Marketing Notes

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17 Dec 2011

School

University of Guelph

Department

Marketing and Consumer Studies

Course

Professor

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Document Summary

Experience attributes: product performance features that customers can evaluate only during service delivery. Relate to the benefits that are actually derived. Must be experienced to know what their getting. Chapter 14 marketing: consumer behaviour in a service context. Customer decision making: the 3- stage model of service consumption: service consumption can be divided into 3 main stages 1) pre-purchase 2) service encounter & 3) post-purchase stages. Need awareness: when person/organization decides to buy/use a service, it is triggered by an underlying need. Info search: once need is recognized, customers are motivated to search for solutions. Several alternatives may come to mind from the evoked set (the set of possible products/brands) The evoked set can be derived from past experience or external sources such as advertising, retail displays, news stores & recommendations from service personnel, friends & family. Service attributes: product characteristics that consumers can readily evaluate prior to purchase. * many goods & some services are high in search attributes.

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Related Questions

Which of the following statements about global brands is most accurate?

1. A global brand is marketed under different brand names for every market.

2. A global brand alters the product or service formulation for each country.

3. A global brand has marketing programs that are coordinated in each individual country where the service is sold to ensure a consistent customer experience.

4. A global brand uses the same product formulation or service concept across multiple countries and cultures.

5. A global brand is a collaborative effort among several different multinational firms to ensure that semiotic mistakes do not occur.

carmineserval589

A marketing strategy consists of selecting a segment of the market as the company's target market and designing the proper:

a.products for that target market

b." mix" of product/service, price, promotion, and distribution for that market

c.promotion for that target market

d.mix of product, distribution, and warranty service for that target market

e.incentives to allow a large percentage of the target market to purchase goods and services from the company

lavendercamel438

Services refer to

A. intangible activities or benefits provided to consumers in exchange for other services or nonmonetary payments.

B. intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value.

C. philanthropic activities performed in without expectations of monetary remuneration.

D. any intangible activity that provides a benefit to a consumer that he or she could not have obtained or performed on his or her own.

E. any tangible activities that provide a benefit to a consumer that he or she could not have obtained or performed on his or her own.

B. intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value.