HW_1-Group 3

HW_1-Group 3 - Group 3 (Andrew Chavez, Harrison Conners,...

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Group 3 ( Homework # 1
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Problem 1 “There's a Map for that” - Verizon commercial (YouTube video) http://www.youtube.com/watch?v=37NKnDRPFKU According to Dr. Armand Feigenbaum, quality is “a customer determination based upon a customer's actual experience with a product or service, measured against his or her requirements -stated or unstated, conscious or merely sensed, technically operational or entirely subjective -and always representing a moving target in a competitive market"(Summers 2010). In promoting their service (the expansiveness of their network) Verizon is promoting an enhance customer experience based upon the quality of their network and how it differentiates to AT&T’s network. This advertisement seeks to influence the customer’s view of what is required (more expansive coverage), and the advertisement endeavor is to suggest that AT&T does not meet these requirements yet Verizon does. The goal of the advertisement can be determined by assessing some of the dimensions of quality the ad attempts to advance in the advertisement. The first dimension emphasized was “Performance” the maps that compared coverage illustrate the effectiveness of Verizon’s network over AT&T’s. The dimension of quality promoted the performance of Verizon’s network, and therefore it was promoting Verizon’s reputation as a cell-phone service provider. Verizon attempts to tell the customer what the requirements are, and if measured against AT&T’s quality Verizon will always be superior. Another dimension of quality emphasized is “Reliability” which is closely related to the performance of the network the ad implies that one will have less “drop-calls” if one utilizes Verizon’s service. This advertisement provides a “technically operational” definition of quality. The advertisement implies better quality means less drop calls. Another dimension emphasized is “Perception” this advertisement attempts to influence the customer’s perception of range of Verizon’s service in comparison to competitors. The ad shows the person with the Verizon phone smiling and generally happy with his decision to choose Verizon with its expansive service quality. A viewer watching this advertisement will perceive that they will be just a happy as the person depicted in the advertisement. Perception has little to do with the actual quality of the product, but the commercial creates a metaphysical or intrinsic sense of quality in the customer’s psyche. Dr. Feigenbaum illustrated this point when he indicated that quality could be customer determination that is “entirely subjective”. Problem 2
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This note was uploaded on 06/05/2011 for the course MGT 301 taught by Professor Cook during the Winter '08 term at DePaul.

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HW_1-Group 3 - Group 3 (Andrew Chavez, Harrison Conners,...

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