Page 338 - Foundations of Marketing

Developing and Managing Goods and Services | Chapter 11 305

there is the equivalent of two squeezed Florida oranges in
every glass of Tropicana orange juice. On the other hand, dis-
satisfied customers may curtail their overall spending, which
could stifle economic growth.
A second important dimension is consistency. Consistency
of quality refers to the degree to which a product has the same
level of quality over time. Consistency means giving customers
the quality they expect every time they purchase the product.
As with level of quality, consistency is a relative concept.
It implies a quality comparison within the same brand over
time. For example, if FedEx delivers more than 99 percent
of overnight packages on time, its service has a consistent
quality.

Product Design and Features

Product design refers to how a product is conceived,
planned, and produced. Design is a very complex topic
because it involves the total sum of all the product’s physi-
cal characteristics. Many companies are known for the
outstanding designs of their products: Sony for personal
electronics, HP for printers, and JanSport for backpacks.
Good design is one of the best competitive advantages any
brand can possess. Courtesy of Tropicana Products, Inc.
One component of design is styling , or the physical
appearance of the product. The style of a product is one design
feature that can allow certain products to sell very rapidly.
Good design, however, means more than just appearance; it Level of Quality
also involves a product’s functionality and usefulness. For Tropicana indicates that its product has a high level of quality with
example, a pair of jeans may look great, but if they fall apart its claims that its juice contains the equivalent of two oranges.
after three washes, clearly the design was poor. Most con-
sumers seek products that both look good and function well.
Product features are specifi c design characteristics that allow a product to perform cer-
tain tasks. By adding or subtracting features, a company can differentiate its products from
those of the competition. Product features also can be used to differentiate products within the
same company. For example, Nike offers both a walking shoe and a run–walk shoe for specifi c
consumer needs, as well as technology that can link to your iPod to track your distance trav-
eled and calories burned. In general, the more features a product has, the higher is its price,
consistency of quality The
and often, the higher is the perceived quality.
degree to which a product
For a brand to have a sustainable competitive advantage, marketers must determine the
has the same level of quality
product designs and features that customers desire. Information from marketing research
over time
efforts and from databases can help in assessing customers’ product design and feature prefer-
product design How a product
ences. Being able to meet customers’ desires for product design and features at prices they can
is conceived, planned, and
afford is crucial to a product’s long-term success. Marketers must be careful not to misrepre- produced
sent or overpromise regarding product features or product performance.
styling The physical
appearance of a product
Product Support Services product features Specific
design characteristics that
Many companies differentiate their product offerings by providing support services. Usually allow a product to perform
referred to as customer services , these services include any human or mechanical efforts certain tasks
or activities a company provides that add value to a product. Examples of customer services customer services Human or
include delivery and installation, financing arrangements, customer training, warranties and mechanical efforts or activities
guarantees, repairs, layaway plans, convenient hours of operation, adequate parking, and that add value to a product

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