(a) Explain "quality" in marketing. (b) Explain the following terms: (i) Intensive distribution: (ii) Selective distribution; (iii) Exclusive distribution. ...

(a) Explain "quality" in marketing

Quality in marketing refers to the totality of features and characteristics of a product or service that determine its ability to satisfy the stated or implied needs of the customer. It is measured by how well the product meets customer expectations in terms of durability, reliability, performance, appearance and fitness for purpose. A quality product is one that consistently delivers the value the customer expects.

(b) Explanation of the following terms

1. Intensive distribution: A strategy in which the producer sells the product through as many outlets as possible so that it is available everywhere. It suits fast-moving convenience goods such as soap, salt and soft drinks.
2. Selective distribution: A strategy in which the producer uses a limited number of carefully chosen outlets in an area. It suits shopping goods such as electronics and clothing.
3. Exclusive distribution: A strategy in which the producer grants only one or very few outlets the sole right to sell the product in a given area. It suits speciality and luxury goods such as expensive cars and designer items.

(c) Six causes of customer dissatisfaction in a product

1. Poor product quality or defects.
2. High or unfair pricing relative to value.
3. Poor after-sales service and lack of support.
4. Misleading advertising that creates false expectations.
5. Non-availability of the product when and where it is needed.
6. Rude or unhelpful treatment by sales staff.

Other acceptable causes: delayed delivery, poor packaging, and unsatisfactory handling of complaints.