Chapter 10 Flashcards
(12 cards)
Differentation
All activities through which an organization relates to its customers and is built into the culture and identity of a company,tangible and intangible dimensions
Intangible dimension of differentation
Observable characteristics of a pr. or service-size,shape,color,weight,design,material,technology,performance pf pr. or s. in terms of reliability,consistency,taste,speed,durability,safety
Multidimensional scaling (MDS)
Customers’ perceptions pf competing products’ similarities and dissimiliraties are represented graphically and the dimensions are intepreted in terms of key product attributes
Conjoint analysis
The strength of customer preferences for different product attributes
Hedonic price analysis
Uses regression to relate price diffenrences for competing products to the levels of different attributes offered by each,thereby allowing the implicit market price for each attribute to be calculated
Value chain analysis
By mapping the performace characteristics of competing products on to a value curve it can be indentified how superior combinations of product characteristics or a whole new market space can be created
Hardware
Product
Software
Ancillary (помощен) service
Product integrity
Consistency of a firm’s differentation,the extent to which a product achieves: 1)internal integrity(consistency between the function and structure of the product) 2)external integruity(how well a product’s function,structure,semantics fit the customers objectives,values,production system,lifestyle,use patterns and self-identity
Search goods
Whose qualities and characteristics can be ascertained by inspection
Experience goods
Whose qualities and characteristics are only recognized after consumption
Signals of quality
Brand names,warranties,expensive packaging,money-back guarantees,sponsorhsip of sports and cultural events
