Manufacturing Experiences

Crosby, Lawrence A.; Johnson, Sheree L.
January 2004
Marketing Management;Jan/Feb2004, Vol. 13 Issue 1, p12
This article asserts that high levels of positive customer emotional involvement in the product value drive loyalty--often more than customer judgments about quality. Warranty programs have increased steadily as marketers struggle in increasingly competitive product markets to differentiate the product, signal product quality, accelerate the adoption of new products, or increase the sales of other products. Many manufacturers advertise to the end consumer to create awareness. Companies like Whirlpool Corp. and Andersen Windows have created new customer experiences and tapped into consumers' emotions. Whirlpool has created an interactive facility, the Insperience Studio, for its KitchenAid and Whirlpool brand products and serves as a destination for consumers to meet with their builders, designers, architects, families and friends to discuss, test and decide what appliances and home designs best suit their needs. Andersen Windows is the exclusive sponsor of the National Building Museum's traveling exhibition, "Picture This: Windows on the American Home," which allows people to see both the history and future of windows and how windows technology could change the way they live in their homes.


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