مقاله انگلیسی رایگان در مورد ضمانت به عنوان استراتژی بازاریابی برای محصولات بازسازی شده ( الزویر )

مقاله انگلیسی رایگان در مورد ضمانت به عنوان استراتژی بازاریابی برای محصولات بازسازی شده ( الزویر )

 

مشخصات مقاله
عنوان مقاله  Warranty as a marketing strategy for remanufactured products
ترجمه عنوان مقاله  گارانتی به عنوان یک استراتژی بازاریابی برای محصولات بازسازی شده
فرمت مقاله  PDF
نوع مقاله  ISI
سال انتشار

مقاله سال ۲۰۱۷

تعداد صفحات مقاله  ۲۹ صفحه
رشته های مرتبط  مدیریت
گرایش های مرتبط  بازاریابی و مدیریت استراتژیک
مجله  مجله تولید پاک کننده – Journal of Cleaner Production
دانشگاه  King Abdulaziz University, Department of Industrial Engineering, SAUDI ARABIA
کلمات کلیدی  بازاریابی، تعمیرات پیشگیرانه، سیاست های گارانتی گسترده، بازسازی، محصولات جاسازی شده با سنسور، گسترش چرخه عمر محصول
کد محصول  E5051
تعداد کلمات  ۶۶۵۷ کلمه
نشریه  نشریه الزویر
لینک مقاله در سایت مرجع  لینک این مقاله در سایت الزویر (ساینس دایرکت) Sciencedirect – Elsevier
وضعیت ترجمه مقاله  ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید.
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بخشی از متن مقاله:
۱٫ Introduction

Marketing is difficult to define because of the myriad of available interpretations and applications thereof, and the fact that there are many competing views of the role of marketing (Webster, 2002). Marketing may be perceived as the creation and management of markets. Market can be defined as the outcome of the interaction between remanufacturers and consumers. Product warranties play a key role in the creation of markets for products as well as the subsequent management of markets. The importance of warranty in a consumer product market is significant as it addresses consumer uncertainty in terms of product performance over the duration of its useful life.

Warranties, given their role in perceived value, can be employed as valuable tools in marketing. Warranties are capable of communicating value through their application as persuasive marketing tenets, whether promotional or protectionist. When deployed as a promotional tool, warranties may be used to promote the reliability and quality of the product. As a protectionist instrument, warranties provide the consumer assurance against defective products that are incapable of performing satisfactorily over the duration of the warranty period. Through the effective marketing of a warranty, the degree of risk that is associated with the purchase of a given product on behalf of the consumer is reduced, thereby increasing its value and the likelihood of purchase.

Warranties are noted for their capacity to reduce the perceived performance risk of a product through the provision of protection against product defects that lead to failures, within the scope of the warranty period. The financial risk to the consumer is also reduced through the warranty, as repair costs that fall under the scope of the warranty are realized by the remanufacturer and not the consumer.

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