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1 reference 5 common dimension of service quality
1) reliability – consistency and dependability
Evaluation criteria: morning call on time; accurancy of billing
2) tangibles – physical evidence
Evaluation criteria: décor; room sizes; cleanliness
3) responsiveness – willing and able to provide the service
Evaluation criteria: enquiries responded to; service provided promptly; accommodated urgent needs
4) assurance – trust and confidence in the service provider
Evaluation criteria: demonstrated knowledge and skills; reputation; personal manner of staff
5) empathy – care and attentiveness
Evaluation criteria: listened to needs; cared about customers’ interests; provided personalized service


1楼2013-06-16 12:58回复

    2 difference between Penetration Pricing and Price Skimming
    Penetration pricing:A pricing tactic based on setting a low price in order to gain rapid market share and turnover for a new product.
    Price skimming:Charging the highest price that customers who most desire the product are willing to pay, and then lowering the price to bring in larger numbers of buyers.
    In general terms,if demand for the new product is expected to be inelastic such as the latest generation TVs or computers,then it is logical to initially employ a high-price,low-volume price skimming staregy.If demand for the new product is expected to be elastic such as food and grocery products,then a low-price,high-volume market penetration strategy is advisable.


    2楼2013-06-16 12:59
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      3 stage of production adoption process
      Product adoption process:The sequential of process of awareness, interest, evaluation, trial and adoption through which a consumer decides to purchase a new product.
      1 Awareness
      The consumer becomes aware of the new product
      Created by promotional activities,word-of-mouth,incidental exposure to the product
      At this stage,the consumer knows little about the product,how it works or how it can benefit them
      2 Interest
      The consumer experiences interest in the product
      The consumer seeks information to learn more about the product
      3 Evaluation
      The consumer evaluates the information
      The consumer decides whether or not they should try the product
      4 Trial
      The consumer examines and tries out of product
      The consumer decides whether the new product can satisfy a need or a want
      5 Adoption
      The consumer decides to purchase the product
      The consumer evaluates the product and determines whether they will re-purchase it in the future


      3楼2013-06-16 12:59
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        CASE STUDY题
        1 4 product layer of new car, explanation of each layer’s feature
        1) Core product comprises the fundamental benefit that responds to the customer’s problem of an unsatisfied need or want.
        2) The expected product describes those attributes that actually deliver the benefit that forms the core product.
        3) At the augmented product level,the product delivers a bundle of benefits that buyers may not require as part of the basic fulfilment of their needs.
        4) The potential product comprises all possibilities that could become part of the expected or augmented product.


        4楼2013-06-16 13:00
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          2 definition of differentiation, how new car differentiated from competitors
          The creation of products and product attributes that distinguish one product from another.


          5楼2013-06-16 13:00
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            [3] product quality of new car was controlled employing the new product development process(8)
            1 .Idea generation: Most new product ideas are the result of a planned approach to generating innovations.The approach should be open to ideas from internal sources and external sources.
            2. Screening: The organisation must undertake a screening process to eliminate those ideas that are not feasible,and to help identify the most promising of those that are.
            3. Concept evaluation
            The idea should be developed into a product concept that customers,management and other stakeholders can evaluate.This process is designed to determine whether the product could satisfy a customer need or want and to identify those attributes that could provide the most value to potential customers.
            4. Marketing strategy
            A postive concept evaluation would suggest there is a market for the product.On this basis,management can start planning a marketing strategy.This includes describing the projected sales and profits,market positioning,potential target market,marketing mix strategies and long-term goals.
            5. Business analysis
            Once the marketing strategy has been planned,the organisation should undertake a business analysis to determine whether the strategy will be a good fit with the company’s current offerings and its overall business objectives.A business analysis reviews how the new product will affect the organisation’s costs,sales and profit projections.
            6. Product development
            If the business analysis finds the new product to be a good fit with the business’s overall objectives,the next page is to convert the product concept into an actual product.This means developing a working prototype along with additional investment in research and development to ensure the design,materials and so on will result in the optimum product.
            7. Test marketing
            Once a prototype has been produced,the product should be tested in a market setting.Test marketing activities enable a real world assessment of the entire marketing mix that supports the product.
            8. Commercialisation
            If all has gone well for the previous phases,it is time to launch the new product into the market.If the new product development process has been thorough,there is solid chance that the product will succeed.


            7楼2013-06-16 19:58
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