Essentials of Business Communication (MindTap Course List)
11th Edition
ISBN: 9781337386494
Author: Mary Ellen Guffey, Dana Loewy
Publisher: Cengage Learning
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Question
Chapter 6, Problem 6.14AAC
Summary Introduction
To Determine:
A claim letter for a malfunctioning product or service received from a bank, restaurants, online merchant, etc.
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According to a news report, the food you are giving your dog is causing health issues. You
find an online company that appears to be an option. Their site has a video that explains
how their food is scientifically formulated. The video ends with an offer for a free sample.
The video best describes this touchpoint in the customer journey.
O Interest
Purchase
O Use
O Loyalty
The purpose of this miniproject is to increase your understand-
ing of the process that consumers go through when making a
purchase decision. First, select one of the following products
(or some other product of your choice) that now, or in the
future, you might be in the market for.
• New or used car
• Spring break vacation
Apartment
• Computer or smart phone
Think of a type of customer that you know reasonably well. Try to identify some unmet needs of this type of customer and to think of some new features of the products and/or services they purchase that would excite them. Why do you think these features are not being offered?
This is a discussion question
Chapter 6 Solutions
Essentials of Business Communication (MindTap Course List)
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Similar questions
- Please answer in detail Name and discuss 3 primary types of objections customers typically raise: 1. Price objection: Customer believes quoted price is too high. 2. Product Objection: Customer voices concerns about some element of product or service or customer might not be familiar with the product. 3. Time objection: Customer considering buying, but needs more time or customer has no intention of buying and wants to get rid of salesperson. Imagine you are newly employed as an Assistant Vice President (AVP) of Corporate Sales at a marketing organization. In the upcoming week, your team will be hosting a presentation for a new line of Tennis Rackets for 75 prospects. As you are aware, prospects are going to raise objections about this product. Using the compensation technique (admits the objection is valid but also discusses other benefits). and the acknowledgment technique (admits the objection is valid) discuss how one can apply these techniques to overcome objections. Why?…arrow_forwardProduct: Toothpastea Based on the history of what you were using, did it follow safety and ethical regulations upon its development? If not, would you still use the same product? Support your answers with reliable sources.arrow_forwardIt is a mistake to think that product safety is only a concern in manufacturing. In fact, advertisers, salespeople, suppliers, manufacturers, and anyone else who occupies a marketing function should make product safety a high priority. In November, the maker of Tide and Pampers told consumers to throw out their Old Spice and Secret aerosol deodorants for possibly containing benzene. The company said it would offer refunds for more than a dozen Old Spice and Secret aerosol brands. Benzene is classified as a carcinogen that could cause leukemia and blood disorders. Based on exposure modeling and cancer risk assessments published by the Environmental Protection Agency, P&G said daily exposure to benzene in its recalled products -- at the levels detected during testing would not be expected to cause adverse health consequences. The personal care and consumer goods corporation stated that it has not received any reports of adverse events related to this recall to date. It said the…arrow_forward
- How can a firm use customer feedback to inform about the product modification decisions, and what methods should a firm use to collect feedback?arrow_forwardA heavy truck parts maker is able to tender on a pre-production study contract of a new type of truck ventilator unit worth $25,000 net profit if it wins the contract. Tendering costs would be about $2,000. The chances of winning the contract are 50 percent. If the company wins the contract, it must decide on the level of marketing it should make to increase its chances of getting further production contract worth $55,000 net profit. Promotion at a high level costs $18,000 with a resulting probability of winning the contract of 0.8. At medium level promotion, it costs $12,000 with a probability of 75 percent and at a low level, it costs $8,000 with a probability of 60 percent. Should the initial study contract be lost, the company can still bid on the production contract at an additional tender cost of $6,000. The probability of winning the production contract from this stage is 30 percent. a) Draw a decision tree to show the relationship between the various options which arise as the…arrow_forwardDiscuss various sources of product or service ideas; Discuss methods for generating new product or service ideas; Discuss how to conduct an initial screening of business ideas and opportunitiesarrow_forward
- What would be the impact of mistakes in marketing budgeting? a. None of the option b. The company will still guarantee to make a lot of profit c. The company and the brand may have to live with mistakes for the entire year d. Nothing happen to the company and the brandarrow_forwardWhich of these does not increase the customer's willingness to pay ? - Price - Product Features - Brand - Advertising which is the correct option ?arrow_forwardWhat role does product quality play in achieving and maintaining customer loyalty?arrow_forward
- Give Customers audit, PEST analysis, measurement review and control of Newly launched laptop (vier). (Reference book: Philip kotler and keller marketing management)arrow_forwardOn your own, develop a product that you think would sell on the consumer market today. It can be a new invention or an innovation to an existing item that does not currently exist. Identify some of the features of your product with respect to each type of utility (at least 2 per utility where applicable), including each of the major components of form utility. Depending on your product, some of the major types of form utility may not apply and that is perfectly fine. Be sure to indicate why they do not apply if that is the case. PRODUCT DESCRIPTION TYPE OF UTILITY PRODCUT/SERVICE FEATURES FORM MATERIAL SCENT FLAVOUR COLOUR DESIGN PACKAGING PLACE , INFORMATION, TIME , POSSESSIONarrow_forwardExplain the gap model of customer satisfaction Put yourself in the place of a seller of a product and explain how you would overcome each of these gaps. Use a real product.arrow_forward
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