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Discuss the differences between services and goods. Services are distinguished by four characteristics.
Describe the components of service quality and the gap model of service quality. Service quality has five components.
Develop marketing mixes for services. “Product” (service) strategy issues include what is being processed (people, possessions, mental stimulus, information).
Explain internal marketing in services. Internal marketing means treating employees as customers and developing systems and benefits that satisfy their needs.
Discuss global issues in services marketing. The United States has become the world’s largest exporter of services.
Describe nonprofit organization marketing. Nonprofit organizations pursue goals other than profit, market share.
Why do you think Red Lobster relies so much on Internet surveys to track customer opinions, preferences, and criticisms?
Having been in business for five years, ReadyMade now has a lot of research on the various characteristics of its readers.
Break into groups of four or five. Have the members of the group classify each of the following products into the category.
A local civic organization has asked you to give a luncheon presentation about planned obsolescence.
A local supermarket would like to introduce its own brand of paper goods (e.g., paper towels, facial tissue, etc.) to sell alongside its current inventory.
Describe marketing uses of packaging and labeling. Packaging has four functions: containing and protecting products.
List the countries to which Levi Strauss & Co. markets through the Web site www.levi.com. How do the product offerings differ between the U.S.
Describe how and why product warranties are important marketing tools. Product warranties are important tools because they offer consumers protection.
Can you re-create Hydrox through a name change? What kind of brand name could go head-to-head with Oreo? (Most people unfamiliar with Hydrox)
How can you package your renewed sandwich cookie to make it more attractive on the shelf than Oreo?
How would you classify the offering to your customers? Is it a consumer product? A business-to-business product?
Place your company’s offerings into a product portfolio. Consider the broader impact of marketing a product item within a line or mix.
Does your chosen company have a brand name and brand mark? If not, design both. If so, evaluate the ability of the brand name and mark to communicate.
Should your URL be the same as your company name? Why or why not? What happens if a customer mistypes your name?
Is the product packaged and labeled? How should it be packaged and why? Does the package and label design match other communications tools?
Design the parameters for warranties and return policies. Should your return policy be stricter on-line than off-line? Why or why not?
Environmentally friendly products have never been as hot as they are now, and the number of brands touting their “green”.
Unquestionably, Kodak is one of the most recognized brands in the United States and the world.
Describe the bases for segmenting business markets. Business markets can be segmented on two general bases.