Markteting

MBA 620 I

Exam 1, submit to live text for week 2 assignments by 11:00 p.m. on Sunday

Name: _________________________________________

Late submissions (5:03 p.m.) will not be accepted). Your typewritten responses should be a maximum of one page FOR EACH QUESTION, and a minimum of 3 paragraphs long FOR EACH QUESTION (3 sentences = a paragraph). Be certain that you adhere to the guidelines indicated in your syllabus for exam submission. Please number your pages, containing a cover page, exam (double spaced) and reference page.

1. Compare and Contrast the original marketing mix proposed by Drucker (1985), (and earlier by several other researchers and academians) to the new and “improved” marketing mix proposed by Kotler and Keller, 2012.

2. Give an example of two products that have different performance quality but are of equal conformance quality.

You need to look at quality the way a producer or service provider sees it. We already know that product development is a function of the quality characteristics or what the product is used for and what the consumer wants, needs, and can afford. Product or service design results in design specifications that should achieve the desired quality. However, once the product design has been determined, the producer perceives quality to be how effectively the production process is able to conform to the specifications required by the design referred to as the quality of conformance. What this means is quality during production focuses on making sure that the product meets the specifications required by the design.

Examples of the quality of conformance: If new tires do not conform to specifications, they wobble. If a hotel room is not clean when a guest checks in, the hotel is not functioning according to the specifications of its design; it is a faulty service. From this producer's perspective, good-quality products conform to specifications--they are well made; poor-quality products are not made...