Term
| A product is anything that can be offered to a market for _______, _________, ______, or ___________ that might satisfy a want or need. It includes physical objects, services, places, organizations, and ideas. |
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Definition
| attention, acquisition, use, consumption |
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figure 9.1
The augmented product
physical environment, customer interaction with service delivery system, customer interaction with other customers, customer coproduction.
the core product, supporting products, faciliating products |
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Definition
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| Marketers must uncover the core benefit to the consumer of every product and sell these benefits rather than merely selling __________ |
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| Facilitating products are services or goods that must be ______ for the guest to use the core product. |
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| Product design requires an understanding of the _________ markets and the facilitating services that they require. |
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| Core products require ___________ products but do not require supporting products. |
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| Supporting products are _______ products offered to add value to the core product and help to differentiate it from the competition. |
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| In summary, supporting products offer a _______ advantage only if they are properly planned and implemented. They must meet or exceed customer expectations to have a positive effect. |
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Definition
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Term
| The delivery of the service affects the customers' ________ of the service, illustrated by the room service example earlier. The augmented service offering combines what is offered with how it is delivered. |
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Term
| If a product is not accessible, it has no ______. |
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Definition
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| Two barriers to accessibility are ________ of operation and _______ of knowledge |
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Term
| ________ terms provide descriptions for the atmosphere of a particular set of surroundings. |
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Definition
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| The main _________ dimensions of atmosphere are color, brightness, size, and shape. |
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Definition
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| The main ______ dimensions of atmosphere are volume and pitch. |
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Definition
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| The main _________ dimensions of atmosphere are scent and freshness. |
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Definition
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| The main ________ dimensions of atmosphere are softness, smoothness, and temperature. |
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Definition
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| Bright colors, bright lights, loud noises, crowds, and movement are typical elements of a __________ environment, whereas their opposites are characteristic of a ________ environment. |
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Definition
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| As marketers we should understand what the customer wants from the buying experience and what atmospheric variables will fortify the beliefs and __________ reaction the buyers are seeking or, in some cases, escaping. |
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Definition
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Term
| In the ________ stage, the customer makes the initial inquiry contact. |
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Definition
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| In addition to employee-customer interaction, hospitality firms also have to consider how customers will interact with each other during the ___________ stage. |
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Definition
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Term
| The __________ phase is when the customer is through using a product and departs. For example, hotel guests may need a bell person to help with the bags. |
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Definition
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Term
| The passenger paying a premium to sit in first class did not appreciate a worker in dirty construction clothes in the next seat. Hospitality organizations must manage the interaction of customers to ensure that some do not negatively affect the _________ of others. |
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Definition
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Term
| Involving the guest as an employee can increase _______, improve customer __________, and reduce ______. |
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Definition
| capacity, satisfaction, costs |
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Term
| __________ technologies (SSTs) are a rapidly growing means for increasing customer coproduction in food-service experiences. |
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Definition
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Term
| A brand is a name, term, sign, symbol, design, or a combination of these elements intended to _______ the goods or services of a seller and differentiate them from competitors |
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Definition
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| A brand ________ is the part of a brand that can be vocalized. Examples are Disneyland, Hilton, Carnival Cruise, and Outback. |
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Definition
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| A brand ______ is the part of a brand that can be recognized but is not utterable, such as a symbol, design, or distinctive coloring or lettering. Examples are McDonald's golden arches and Hilton's H. |
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Definition
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Term
| A __________ is a brand or part of a brand given legal protection; it protects the seller's exclusive rights to use the brand name or brand mark. |
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Definition
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| Brands identify the source or maker of a product and allow consumers -- either individuals or organizations -- to assign responsibility for its ________ to a particular company. |
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Definition
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| Brands signal a certain level of _______ so that satisfied buyers can easily choose the product again. |
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Definition
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Term
| ________ also can translate into customer willingness to pay a higher price -- often to 25% more than competing brands |
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Definition
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Term
| Marketers need to teach consumers "_____" the product is -- by giving it a name and other brand elements to identify it -- as well as what the product does and why consumers should care. |
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Definition
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| Branding creates ______ structures that help consumers organize their knowledge about products and services in a way that clarifies their decision making and, in the process, provides value to the firm. |
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Definition
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Term
| Brand equity is the added value endowed on products and services. It may be reflected in the way consumers ______, _____, and ______ with respect to the brand, as well as in the prices, market share, and profitability the brand commands for the firm. |
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Definition
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| The premise of ________-based brand equity models is that the power of a brand lies in what customers have seen, read, heard, learned, thought, and felt about the brand over time. |
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Definition
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| A brand has _______ customer-based brand equirt when consumers react more favorably to a product and the way it is marketed when the brand is identified than when it is not identified. |
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Definition
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| Consumer _______ is what drives the differences that manifest themselves in brand equity. |
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Definition
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| The quality of the investment in brand building is the critical factor, not necessarily the _________ beyond some minimal threshold amount. |
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Definition
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Term
| A brand promise is the marketer's ________ of what the brand must be and do for consumers. At the end of the day, the true value and future prospects of a brand rest with consumers, their knowledge about the brand, and their likely response to marketing activity as a result of this knowledge. |
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Definition
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| Understanding consumer brand _______ -- all the different things that become linked to the brand in the minds of consumers -- is thus of paramount importance because it is the foundation of brand equity. |
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Definition
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Term
| Unlike food courts in which restaurants are operating by individual proprietors, multi-branding features different brands owned by a ________ company operating under a common roof. |
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Definition
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Term
| This concept is similar to multi-branding with two or more brands but with ________ ownership. These brands may or may not be operated by a single proprietor. |
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Definition
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Term
| Another form of co-branding is two entirely different products that may have common ownership operating _________. |
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Definition
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Term
| A company can obtain new products through ________ -- buying a whole company, a patent, or a license to produce someone else's product. |
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Definition
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Term
| new product development starts with idea __________, the systematic search for new ideas. |
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Definition
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| The company should carefully define the new product development strategy. The strategy should start with what products and ______ to emphasize. |
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Definition
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| The company's _________ are another good source because tey are in daily contact with customers. |
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Definition
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| Consumer needs and wants can be examined through consumer ________. |
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Definition
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Term
| Often, the copy product is of inferior quality and may create a _______ reputation for the product class, so when the original company enters the market it must overcome a negative image. |
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Definition
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Term
| __________ are close to the market and can pass along information about consumer problems and new product possibilities. |
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Definition
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| _________ can tell the company about new concepts, techniques, and materials that can be used to develop new products. |
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Definition
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| The idea or ________ screening stage is the appropriate time to review carefully the question of product line compatibility. |
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Definition
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| A product _____ envisions a possible product that company managers might offer to the market. |
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Definition
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| A product _______ is a detailed version of the idea stated in meaningful consumer terms. |
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Definition
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| A product _______ is the way that consumers picture an actual or potential product. |
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Definition
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Term
| A clear product concept greatly assists with _______, ________, and _________; |
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Definition
| branding, trade, positioning |
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Term
| Concept testing occurs within a group of target consumers. New product concepts may be presented through word or ______ descriptions. |
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Definition
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Term
| The next step is marketing strategy development: designing an initial marketing strategy for ________ the product into the market. |
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Definition
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Term
| The first part describes the target market, the planned product _________, and the sales, market share, and profit goals for the first few years. |
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Definition
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| The second part of the marketing strategy statement outlines the product's planned price, distribution, and marketing _______ for the first year. |
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Definition
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| The third part of the marketing strategy statement describes the planned long-run sales, _______ goals, and marketing mix strategy. |
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Definition
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| Market testing allows the marketer to gain __________ in marketing the product, to find potential problems, and to learn where more information is needed before the company goes to the great expense of full introduction. |
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Definition
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Term
figure 9.5
sales and profits, losses/investments
product development stage, introduction, growth, maturity, decline |
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Definition
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Term
| During product ____________, sales are zero and the company's investment costs add up. |
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Definition
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Term
| ___________ is a period of slow sales growth as the product is being introduced into the market. Profits are nonexistent at this stage because of the heavy expenses of product introduction |
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Definition
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Term
| ________ is a period of rapid market acceptance and increasing profits. |
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Definition
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| ___________ is a period of slowdown in sales growth because the product has achieved acceptance by most of its potential buyers |
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Definition
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Term
| _________ is the period when sales fall off quickly and profits drop. |
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Definition
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Term
| In practice, it is very hard to _________ the sales level at each PLC stage, the length of each stage, and the shape of the PLC curve. |
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Definition
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Term
| The product's current PLC position suggests the best marketing strategies, and the resulting marketing strategies affect product ________ in later life-cycle stages. |
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Definition
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