BMATWT 352 - Mktg

BMATWT 352 - Building Materials and Forest Products Marketing

Assignment 4

Assignment 4

Customer-Oriented Marketing method for Hardwood Lumber Companies

Due: Thursday 10/12/2006

Source: Idassi, J.O., T.M. Young, P.M. Winistorfer, D.M. Ostermeier, R.B. Woodruff. 1994. A Customer-oriented marketing method for hardwood lumber companies. Forest Products Journal. v.44 (7/8) 67-73

Read the referenced journal article in the Course Packet and answer the following questions.

1. On p. 27, in the section entitled "Defining customer value and satisfaction: Customer value" the authors provide a definition of customer value. What do they mean when they say "... customers rarely talked about attributes without discussing use situations."? You can answer this question by illustrating the differences between a product attribute/feature and a benefit.

2. What is a gap analysis? How was it applied in this study?

3. List the top 4 product attributes and the top 4 service attributes found in the customer survey.

4. Why might negative gaps be considered more important than positive gaps?

5. What were the key "benefits" where negative gaps were identified for this hardwood lumber producer?

Feel free to email me your work: mailto:ddamery@forwild.umass.edu

Many of the materials created for this course are the intellectual property of the instructor. This includes, but is not limited to, the syllabus, lectures and course notes. Except to the extent not protected by copyright law, any use, distribution or sale of such materials requires the permission of the instructor. Please be aware that it is a violation of university policy to reproduce, for distribution or sale, class lectures or class notes, unless the faculty member has explicitly waived copyright. Copyright 2008, David T. Damery

BMATWT 352 - Building Materials and Forest Products Marketing

Assignment 4
Customer-Oriented Marketing method for Hardwood Lumber Companies
Due: Thursday 10/12/2006

Source: Idassi, J.O., T.M. Young, P.M. Winistorfer, D.M. Ostermeier, R.B. Woodruff. 1994. A Customer-oriented marketing method for hardwood lumber companies. Forest Products Journal. v.44 (7/8) 67-73

Read the referenced journal article in the Course Packet and answer the following questions.

1. On p. 27, in the section entitled "Defining customer value and satisfaction: Customer value" the authors provide a definition of customer value. What do they mean when they say "... customers rarely talked about attributes without discussing use situations."? You can answer this question by illustrating the differences between a product attribute/feature and a benefit.

2. What is a gap analysis? How was it applied in this study?

3. List the top 4 product attributes and the top 4 service attributes found in the customer survey.

4. Why might negative gaps be considered more important than positive gaps?

5. What were the key "benefits" where negative gaps were identified for this hardwood lumber producer?

Feel free to email me your work: mailto:ddamery@forwild.umass.edu

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Building Materials and Wood Technology
Department of Natural Resources Conservation
College of Natural Resources and the Environment
University of Massachusetts, Amherst.