principles of marketing

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Anonymous
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93664
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principles of marketing
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2011-07-11 16:32:18
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marketing chapter
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  1. define the term product
    a product is a bundle of physical, service, and symbolic attributes designed to satisfy a customer's wants and needs
  2. why is the understanding of want satisfation is important to marketers?
    because it helps them understand why people purchase certain goods and services
  3. describe the goods-services continuum
    the goods-services continuum is a spectrum that helps marketers visualize the differnce and similarties between goods and services
  4. list the six characteristics that distinguish services from goods
    the six characteristics distinguishing services from goods are the following: 1. services are intangible, 2.services are inseparaable from the service providers 3. services are perishable 4. companies cannot easily standardize services 5. buyers often play important roles in the creations and distribution of services 6. service standards show wide variations
  5. identify 2 reasons why services are important to the u.s. economy and business environment
    the service sector makes and important to the economy in terms of products and jobs. services also play a vital role in the international competitiveness of u.s. firms
  6. why do service firms emphasize marketing?
    the groeth of potential service transactions repersents a vast marketing opportunity, and the environmental for service is changing-so marketers need to find new ways to reach customers
  7. what are the three major classificaton of consumer products?
    the 3 major classifications are convenience products, shopping products, and specially products
  8. identify 5 factors marketers should consider in classifying consumer services?
    5 factors are the following: 1.the nature of the service 2.the relationship between the service organization and its customers 3. flexibility for customization 4. fluctuation of supply and demand and 5. the way the service is deliverd
  9. What are the six main classifications of business products?
    the six main classifacation of business products are the following 1. installation, 2. accessory equipment, 3. component parts and materials 4. raw materials 5. supplies, and 6. business services
  10. what are the three categories of supplies?
    the 3 categories of supplies are maintenace items, repair items, and operationg supplies
  11. What is TQM
    TQM stands for total quality management, a process that expects all of a firms employees to continually improve its products and work processes
  12. what are the five variables of service quality?
    the 5 variables of service quality are tangibles, reliability, responsivesness, assurances, and empathy
  13. list the 4 reasons for developing a product line
    the 4 reasons why firms want to develop product lines are the following 1. a desire to grow 2. enhancing the company's possition in the market, 3. optimal use of company resources, and 4. exploiting the stages of the product life cycle
  14. define product mix?
    the product mix is a company's assortment of product lines and individual product offering
  15. how to marketers typically measure product mixes?
    the product mix is measured by wdth, length, and depth
  16. identify the 4 stages of the product life cycles
    the 4 stages introduction, growth, maturity, and decline
  17. during which stage or stages are product liekly to attract the most new cusomers?
    products usually aattract the most new customers during the introductory and frowth stages
  18. describe the 4 strategies for extending a product's life cycle
    the 4 strategies are increasing frequency of use, inceasing frequency of use, increasing the number of users, finding new users, and changing packaginf or quality
  19. under what circumstances do firms decide to delete a product from thier line?
    firms may decide to delete a product if none of the strategies work, if raw materials become unavailable, or if the product no longer fits the existing or future product line

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