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

مقاله سال 2017

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.