Product Mix Essay

What Is a Product Mix? Product mix, also known as product assortment, refers to the total number of product lines that a company offers to its customers. For example, a small company may sell multiple lines of products. Sometimes, these product lines are fairly similar, such as dish washing liquid and bar soap, which are used for cleaning and use similar technologies. Other times, the product lines are vastly different, such as diapers and razors. The four dimensions to a company’s product mix include width, length, depth and consistency. The Service Quality Dimensions Every company owner wants to get loyal customers which add to repeating purchases and of cause increasing their maximum revenue. But to get there they need to know about the 5 Service Quality Dimensions. Many actually think that service is just a little part of the marketing mix, but it is actually a very important part of both the 4 and 7 P’s Each of the 5 Service Quality Dimensions makes an extra addition to the level and quality of service which the company offers their customers. It also makes the service far more unique and satisfying. Dimension 1 – tangibles; The tangible Service Quality Dimension refers to the appearance of the physical surroundings and facilities, equipment, personnel and the way of communication. In other words, the tangible dimension is about creating first hand impressions. A company should want all their customers to get a unique positive and never forgetting first hand impression, this would make them more likely to return in the future. Dimension 2 – reliability; The reliability Service Quality Dimension refers to how the company are performing and completing their promised service, quality and accuracy within the given set requirements between the company and the customer. Reliability is just as important as a goof first hand impression, because every customer want to know if their supplier is reliable and fulfill the set requirements with satisfaction. Dimension 3 – responsiveness; The responsiveness Service Quality Dimension refers to the willingness of the company to help its customers in providing them with a good, quality and fast service. This is also a very important dimension, because every customer feels more valued if they get the best possible quality in the service. Dimension 4 – assurance; The assurance Service Quality Dimension refers to the company’s employees. Are the employees skilled workers which are able to gain the trust and confidence of the customers? If the customers are not comfortable with the employees, there are a rather large chance that the customers will not return to do further business with the company. Dimension 5 – empathy; The empathy Service Quality Dimension refers to how the company cares and gives individualized attention to their customers, to make the customers feeling extra valued and special. The fifth dimension are actually combining the second, third and fourth dimension to a higher level, even though the really cannot be compared as individuals. If the customers feel they get individualized and quality attention there is a very big chance that they will return to the company and do business there again. Appendix Reliability (1) Providing services as promised. (2) Dependability in handling customers’ service performed. (3) Performing the services right the first time. (4) Providing services at the promised time. (5) Maintaining error-free records. Responsiveness (1) Keeping customers informed about when services will be performed. Service quality dimensions Gi-Du Kang and Jeffrey James Managing Service Quality Volume 14  · Number 4  · 2004  · 266–277 276 (2) Prompt service to customers. (3) Willing to help customers. (4) Readiness to respond to customers’ requests. Assurance (1) Employees who instill confidence in customers. (2) Making customers feel safe in their transaction. (3) Employees who are consistently courteous. (4) Knowledgeable employee to answer customer questions. Empathy (1) Giving customers individual attention. (2) Employees who deal with customers in a caring fashion. (3) Having the customer’s best interest at heart. (4) Employees who understand the needs of their customers. (5) Convenient business hour. Tangibles (1) Modern equipment. (2) Visually appealing facilities. (3) Employees who have a neat, professional appearance. (4) Visually appealing materials associated with the service. Technical quality (1) It is successful to complete a call. (2) There is no noise during the call. (3) The call can be completed without the interruption. Image (1) It is a reliable company. (2) It provides an excellent service to customers. (3) It is a successful company. (4) It makes a lot of contribution to the society. (5) It has an superior technology in cell phone service. (6) It is sincere to the customers. (7) It has a good reputation. (8) It is a large-scale company. (9) It is familiar to the customers. (10) It is honest. Customer satisfaction (1) The services have not worked out as well as I thought it would. (2) I am satisfied with my decision to use this service. (3) Sometimes I have mixed feelings about keeping it. (4) My choice to use this service was a wise one. (5) If I could do it over again, I’d choose a different company. (6) I feel bad about my decision to use this service. (7) I am not happy that I used this service. (8) Using this service has been a good experience. Note: are presents an item removed after the CFA. Service quality dimensions Gi-Du Kang and Jeffrey James Managing Service Quality Volume 14  · Number 4  · 2004  · 266–277 Promotional mix; There are five main aspects of a promotional mix These are: Advertising – Presentation and promotion of ideas, goods, or services by an identified sponsor. Examples: Print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails. Personal selling – A process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation. Examples: Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing. Can be face-to-face selling or via telephone. Sales promotion – Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples: Coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions. Public relations – Paid intimate stimulation of supply for a  product, service, or business unit by planting significant news about it or a favorable presentation of it in the media. Examples: Newspaper and magazine articles/reports, TVs and radio presentations, charitable contributions, speeches, issue advertising, and seminars. Direct Marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight to the customer, with advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising. Corporate image corporate image may also be considered as the sixth aspect of promotion mix. The image of an organization is a crucial point in marketing. If the reputation of a company is bad, consumers are less willing to buy a product from this company as they would have been, if the company had a good image. Sponsorship is sometimes added as an seventh aspect