Marketing and Consumer Rights Essay Example | Topics and Well Written Essays - 2250 words

Marketing and Consumer Rights - Essay ExampleIn addition to this, consumer rights are an Copernican imperative in manufacturing businesses nowadays as they are an important tool for enhancement and differentiation of the resultion offer.The zone of tolerance has been sited as an important concept in both the service management and consumer rights literature, and has been occupied to model the relationship between different expectation levels (Zeithaml, Berry, Parasuraman, 1993) and has been used to supply a range, or dental plate upon which to place a particular outcome.Brands however can mean different things to different consumers. These differences generally composition from the way and manner brands can be perceived or understood. A cursory review of the narration of brands informs us that consumers perceptions of brands have not been static. It has evolved over the years as understanding of the concept deepened.Amber (2000) has be brand equity as an intangible asset bui lt by marketing, and which exists largely in the heads of stakeholders, curiously those of the end consumer. The author further pointed out that if a company got its brand equity right, profits should largely take care of it. The importance of this statement can be understood from the components that make the equity of a brand. These are brand awareness and brand image. A brand that consumers have good knowledge nearly and can readily recall with favorable associations is an enduring asset to whoever owns it. Furthermore, it would have favorable image and thus well perceived. Such a brand can be said to have a higher(prenominal) equity or value. It is not too difficult to sell products and services with this brand name tacked on it. Higher volumes of sales at minimal costs transcend into higher profits.Hart (1998) has outlined backbone principles for creating and building brand names. Some of the strategic considerations she counsels brand name creators to consider borders on (i ) whether the new product or service is innovative or not (ii) line extensions are planned for the future and (iii) the nature of protection the brand can afford. It has been stressed that any name chosen should ideally be undemanding to pronounce, understandable to consumers and also consistent with the cultural values and norms of where it is to be applied.Parasuraman et al. (1988) claims that consumer perceptions of quality of service are a result of evaluating service delivery in relation to pre-consumption expectations known as the disconfirmation model. Disconfirmation models are based on the disconfirmation paradigm (Oliver, 1980). Quality is therefore defined as the gap between consumers expectations and perceptions, and a customer result perceive quality positively only when a service provider meets or exceeds his expectations. Based on this paradigm Parasuraman et al.