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
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Question
Samsung is planning to introduce a new galaxy smartphone in 2023, the new smartphone should fulfill emerging customer needs. Using the house of quality sequence explains how the new smartphone can achieve the desired quality for customers.
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House of Quality
VIEWLeft Wall - Voice of the Customer
VIEWTop Wall : Engineering Features to be incorporated / Design Characteristics
VIEWFind out the relation between Customer Desires and Design Characteristics
VIEWEstablish Relationship
VIEWWeights to be assigned to VOC (On a scale of 1 to 5)
VIEWDesign Features to Increase or Decrease
VIEWCalculate Total Score for each feature - This is house of quality
VIEWFinal House of Quality
VIEWStep by step
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