1. After reviewing chapters 9, 10, and 11 of the Kotler and Keller text, and using specific...

Question

1. After reviewing chapters 9, 10, and 11 of the Kotler and Keller text, and using specific information derived from the text, provide a brief comment about each of the following: a. How an...

1.
After reviewing chapters 9, 10, and 11 of the Kotler and Keller text, and using specific information derived from the text, provide a brief comment about each of the following:

a.
How an organization defines and characterizes its product/service and brand relationships. Include a brief analysis of how this product/service and brand relationship is both positively and negatively affected by co-branding and ingredient branding practices from a brand equity perspective (consider information from pages 142 – 145 of the text).
Please use appropriate APA citation and attribution rules for all information sources.
[insert the body of the response here]

b.
How an organization can develop consumer experiences that enhance the vague, abstract, and often complex characteristics of services (consider information from pages 160 – 169 of the text).
Please use appropriate APA citation and attribution rules for all information sources.
[insert the body of the response here]

c.
Describe how consumer psychology is influenced by discrepancies in reference prices, price-quality inferences, and unexpected price-endings. Assess the impact of such discrepancies on brand equity to include a statement regarding the risks to the financial success of the organization’s products and services (consider issues covered in pages 175 - 176 of the text).
Please use appropriate APA citation and attribution rules for all information sources.
[insert the body of the response here]

2.
After reading the companion article (Competing on the Eight Dimensions of Quality
); provide a recommendation to a group of executives regarding the importance of considering this information (perhaps review the significance of auditing each dimension alone and then in combination).Please use appropriate APA citation and attribution rules for all information sources.
[body of response]

3.
After reading the companion article (Viewing Brands in Multiple Dimensions); provide an executive summary for executives regarding the significance to the firm of this information; especially the information contained on page 44 of the article.
Please use appropriate APA citation and attribution rules for all information sources.
[body of response]

References Cited:
[use APA style and cite/reference all material used in support of responses provided]

competing-on-the-eight-dimensions-of-quality-wk-05-dx2m1cdo.pdf viewing-brands-in-multiple-dimensions-wk-05-le22gfyi.pdf

Answered 2 days AfterFeb 22, 2021

Shalini · Accepted Answer

Marketing Management		5
MARKETING MANAGEMENT
Q1.
A.
 Products are the basic needs and wants of customers, creating a unique, worthy as well as reliable product increases the chances of the customers buying it. The marketers can provide relatable greater value to their customer purchase by following the customer-value hierarchy. Customer value hierarchy tends to provide a sense of satisfaction among the customers by addressing the features like core benefits, basic products, expected products, potential products as well as the augmented product. The marketers can brand product and services by opting several differentiation factors, which differentiate and enhance the features of the product. These features of differentiation and enhancement can be manipulated by co-branding and ingredient branding (Kotler & Keller, 2006).
Co-branding is the alignment of two or more famous brand to market a product in the market, boost the sales, create new opportunity as well as decreases the production cost. If the marketers fail to align multiple brands under one brand as well as fail to meet the expectations of the customers, it negatively impacts the whole process. Likewise, ingredient branding creates brand equity for components and materials if the customers believe in the credibility of the process it helps in the business gain. In case, if the process does not comply with customer's expectations it negatively impacts the business (Park, 2020).
 
B.
 Characteristics of the service are that they are intangible, inseparable, variable, and perishable (Kotler & Keller, 2003). Services are considered intangible as they cannot be seen, tasted, or felt. So, the service providers need to manage the evidence so that customer satisfaction could be achieved.

1. After reviewing chapters 9, 10, and 11 of the Kotler and Keller text, and using specific information derived from the text, provide a brief comment about each of the following: a. How an...

Answer To: 1. After reviewing chapters 9, 10, and 11 of the Kotler and Keller text, and using specific...

Answer To This Question Is Available To Download

Related Questions & Answers

Submit New Assignment