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Product - The product that will not sell without...

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Click to edit Master subtitle style 2/10/11 MKTg 301: principles of marketing Product “The product that will not sell without advertising will not sell profitably with advertising.” Albert Lasker CEO, Lord and Thomas, circa 1912
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2/10/11 q Material Covered: q Chapters 7 – 12 q Lectures, including any videos or articles q Review sheet is up on Blackboard! q Format: 60 Multiple Choice EXAM #2
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2/10/11 1. Market research helps reduce the uncertainty for marketers by connecting the firm to their environment. 2. The type of data collected and method utilized depends on the research question. REVIEW: Market Research Chapter 9
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2/10/11 1. Going global adds an extra level of complexity to marketer’s decisions. Economic, Government, Infrastructure, and Culture influence how global markets are assessed. Entry modes vary in level of control REVIEW: Global Marketing Chapter 7
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2/10/11 Product Definition: l Anything that is of value to a consumer and can be offered through a voluntary marketing exchange. Can be:
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2/10/11 Goods vs. Services Goods are physical objects. Services are intangible ideas, tasks, experiences, performances, or activities that one party can offer another. Growth in Services l US Economy: GDP 2006 breakdown 67.8% for services 19.8% for goods 12.4% for government
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2/10/11 What Makes Services Different?
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2/10/11 Service Attributes {B05431D2-3DBC-424D-9BC5-551B825EC000} Services Intangible nseparable Variable Perishable
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2/10/11 Evaluating Service Quality {AE209981-013B-4DDD-8D0C-7E754B968D22} Assurance yees and their abilities to convey trust and confidence {C36DFBCC-919A-4A16-BFF1-298292AD386E} Empathy {5F53BD0E-2FAC-4858-9B50-5EB29754BE6D} idualized attention provided to customers {D810C0FC-CEF1-4555-8FA3-7AC3A921D90E} Tangibles uipment, personnel, and communication materials.
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