(a) Explain "Quality" in Marketing: Quality in marketing refers to the totality of features and characteristics of a product that bear in its ability to satisfy the needs of the customer OR Quality refers to the collection of features and characteristics that contribute to its ability to meet given requirement.
(b) Explain the Following Terms:
(i) Intensive distribution;
(ii) Selective distribution;
(iii) Exclusive distribution.
(i) Intensive distribution:- It involves the placing of goods and services by a producer in as many outlets as possible. It is used mainly for consumer convenient goods characterized by frequent purchase with minimum efforts.
(ii) Selective Distribution:- It involves the use of few intermediaries who are willing to carry a particular product. It involves the use of limited outlets (few intermediaries) in a given territory. It is associated with shopping goods.
(iii) Exclusive distribution:- This involves using only one intermediary in a geographic area to be solely responsible for selling the company's products, It is associated with specially products.
(c) State six Causes of Customer Dissatisfaction in a Product: Causes of customer dissatisfaction:
(i) Poor service delivery by the company leads to customer dissatisfaction.
(ii) Fraudulent practices by staff can lead to customer dissatisfaction.
(iii) Inadequate packing space can lead to customer dissatisfaction.
(iv) Slow response to customers' request will bring about dissatisfaction of customers.
(v) Poor product quality which cannot meet the needs of customers will lead to customer dissatisfaction.
(vi) Bad behaviours of staff can lead to customer dissatisfaction.
(vii) Customer dissatisfaction can result from excessive charges from the company.
(viii) Inaccessible business location can lead to customers' dissatisfaction.
(ix) Harmful effects of a product can cause customer dissatisfaction.