Homework Help is Here – Start Your Trial Now!
Business
Marketing
1. What factors have contributed to the increased awareness of quality in modern business? 2. Explain the six quality perspectives described in this chapter. 3. Think of a product or service that you are considering purchasing. Develop a list of fitness- for-use criteria that are meaningful to you. 4. Discuss competitive advantage in this modern business. 5. What role has the Internet played in improving service quality? What barriers to service quality might it have?

1. What factors have contributed to the increased awareness of quality in modern business? 2. Explain the six quality perspectives described in this chapter. 3. Think of a product or service that you are considering purchasing. Develop a list of fitness- for-use criteria that are meaningful to you. 4. Discuss competitive advantage in this modern business. 5. What role has the Internet played in improving service quality? What barriers to service quality might it have?

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
See similar textbooks
icon
Related questions
Question
Please help ??
1. What factors have contributed to the increased awareness of quality in modern business? 2. Explain the six quality perspectives described in this chapter. 3. Think of a product or service that you are considering purchasing. Develop a list of fitness- for-use criteria that are meaningful to you. 4. Discuss competitive advantage in this modern business. 5. What role has the Internet played in improving service quality? What barriers to service quality might it have?
Transcribed Image Text:1. What factors have contributed to the increased awareness of quality in modern business? 2. Explain the six quality perspectives described in this chapter. 3. Think of a product or service that you are considering purchasing. Develop a list of fitness- for-use criteria that are meaningful to you. 4. Discuss competitive advantage in this modern business. 5. What role has the Internet played in improving service quality? What barriers to service quality might it have?
Transcendent Perspective: The customer is the driving force for the production of goods and services, and customers generally view quality from either the transcendent or the product perspective. The transcendent, or judgmental, definition of quality holds that quality is "both absolute and universally recognizable, a mark of uncompromising standards and high achievement." As such, it cannot be defined precisely-you just know it when you see it. It is often loosely related to the features and characteristics of products as featured by marketing efforts to promote product excellence in the minds of consumers. 6|Page Product Perspective The product perspective implies that higher amounts of product attributes are equivalent to higher quality, so designers often try to incorporate more features into products, whether the customers want them or not. User Perspective The user perspective of quality is meaningful to people who work in marketing. This leads to a user-based definition of quality - fitness for intended use, or how well the product performs its intended function. The manufacturer must translate customer requirements into detailed product and process specifications. Making this translation is the role of research and development, product design, and engineering. Product specifications might address such attributes as size, form, finish, taste, dimensions, tolerances, materials, operational characteristics, and safety features, Process specifications indicate the types of equipment, tools, and facilities to be used in production. Value Perspective Product designers must balance performance and cost to meet financiał and marketing objectives; thus, the value perspective of quality is most useful at this stage. This is often called customer benefit package. The value perspective looks for the relationship of product benefits to price. From this perspective, a quality product is one that provides similar benefits as competing products a lower price, or one that offers greater benefits at a comparable price. Manufacturing Perspective Organizations want consistency in their goods and services. For production workers, quality is defined by the manufacturing perspective. Having standards for goods and services and meeting these standards leads to the definition of quality as: conformance to specifications. Specifications are meaningless, however, if they do not reflect attributes that are deemed important to the consumer. Customer Perspective Throughout the value chain, each function is an internal customer of others, and the firm itself may be an external customer or supplier to other firms. This defines quality as the totality of features and characteristics of a product or service that bears on its ability to satisfy given needs. Thus, the customer perspective provides the basis for coordinating the entire value chain. To understand this definition, ane must first understand the meaning of "customer." Most people think of a customer as the ultimate purchaser of a productor service, for instance, the person who buys an automobile for personal use or the guest who registers at a hotel is considered an ultimate purchaser. These customers are more precisely referred to as consumers. While, internal customers are stakeholders who work within your company (employees) and require assistance from another individual or department to get their job done. 71Page
Transcribed Image Text:Transcendent Perspective: The customer is the driving force for the production of goods and services, and customers generally view quality from either the transcendent or the product perspective. The transcendent, or judgmental, definition of quality holds that quality is "both absolute and universally recognizable, a mark of uncompromising standards and high achievement." As such, it cannot be defined precisely-you just know it when you see it. It is often loosely related to the features and characteristics of products as featured by marketing efforts to promote product excellence in the minds of consumers. 6|Page Product Perspective The product perspective implies that higher amounts of product attributes are equivalent to higher quality, so designers often try to incorporate more features into products, whether the customers want them or not. User Perspective The user perspective of quality is meaningful to people who work in marketing. This leads to a user-based definition of quality - fitness for intended use, or how well the product performs its intended function. The manufacturer must translate customer requirements into detailed product and process specifications. Making this translation is the role of research and development, product design, and engineering. Product specifications might address such attributes as size, form, finish, taste, dimensions, tolerances, materials, operational characteristics, and safety features, Process specifications indicate the types of equipment, tools, and facilities to be used in production. Value Perspective Product designers must balance performance and cost to meet financiał and marketing objectives; thus, the value perspective of quality is most useful at this stage. This is often called customer benefit package. The value perspective looks for the relationship of product benefits to price. From this perspective, a quality product is one that provides similar benefits as competing products a lower price, or one that offers greater benefits at a comparable price. Manufacturing Perspective Organizations want consistency in their goods and services. For production workers, quality is defined by the manufacturing perspective. Having standards for goods and services and meeting these standards leads to the definition of quality as: conformance to specifications. Specifications are meaningless, however, if they do not reflect attributes that are deemed important to the consumer. Customer Perspective Throughout the value chain, each function is an internal customer of others, and the firm itself may be an external customer or supplier to other firms. This defines quality as the totality of features and characteristics of a product or service that bears on its ability to satisfy given needs. Thus, the customer perspective provides the basis for coordinating the entire value chain. To understand this definition, ane must first understand the meaning of "customer." Most people think of a customer as the ultimate purchaser of a productor service, for instance, the person who buys an automobile for personal use or the guest who registers at a hotel is considered an ultimate purchaser. These customers are more precisely referred to as consumers. While, internal customers are stakeholders who work within your company (employees) and require assistance from another individual or department to get their job done. 71Page
Expert Solution
trending now

Trending now

This is a popular solution!

steps

Step by step

Solved in 2 steps

SEE SOLUTIONCheck out a sample Q&A here
Blurred answer
Knowledge Booster
Globalization
Learn more about
Need a deep-dive on the concept behind this application? Look no further. Learn more about this topic, marketing and related others by exploring similar questions and additional content below.
Similar questions
Recommended textbooks for you
Principles Of Marketing
Principles Of Marketing
Marketing
ISBN:
9780134492513
Author:
Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:
Pearson Higher Education,
Marketing
Marketing
Marketing
ISBN:
9781259924040
Author:
Roger A. Kerin, Steven W. Hartley
Publisher:
McGraw-Hill Education
Foundations of Business (MindTap Course List)
Foundations of Business (MindTap Course List)
Marketing
ISBN:
9781337386920
Author:
William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:
Cengage Learning
Marketing: An Introduction (13th Edition)
Marketing: An Introduction (13th Edition)
Marketing
ISBN:
9780134149530
Author:
Gary Armstrong, Philip Kotler
Publisher:
PEARSON
MKTG 12:STUDENT ED.-TEXT
MKTG 12:STUDENT ED.-TEXT
Marketing
ISBN:
9781337407595
Author:
Lamb
Publisher:
Cengage
Contemporary Marketing
Contemporary Marketing
Marketing
ISBN:
9780357033777
Author:
Louis E. Boone, David L. Kurtz
Publisher:
Cengage Learning
SEE MORE TEXTBOOKS