本文是美国经济学论文代写范文：De Mar的产品战略De Mar's Product Strategy，主要内容是以De Mar公司作为研究对象，分析其产品战略所带来的影响作用。
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De Mar公司位于弗雷斯诺加利福尼亚，从事管道，加热和空气调节，有一个简单但功能强大的产品策略：解决客户的问题，不管是什么，解决问题时，客户的需求，解决了它，并确保客户的体验很好。为顾客提供有保证的，同样的服务。本公司提供24*7服务。大多数竞争者保证他们的工作30天，De Mar保证所有零件和劳力一年。该公司没有对旅行费用进行评估，因为“向顾客收取费用是不公平的。”店主Larry Harmon说：“我们是一个声誉不佳的行业。如果我们开始赚钱是我们的主要目标，我们就有麻烦了。“我强调客户满意度，金钱是副产品”De Mar使用选择性招聘、持续培训和教育、业绩衡量和薪酬，包括客户满意度、团队精神、同侪压力、授权和积极的促销来实施其战略。信贷经理Anne Semrick说：“人谁想要一个九-五的工作需要去其他地方。”De Mar是一个优质的价格。然而，客户的反应是因为MAR提供价值——也就是成本效益。8年来，年销售额从200000美元增加到330万美元以上。
Keywords:de mar marketing analysis
De Mar's Product Strategy
De Mar,a plumbing,heating,and air-conditioning company located in Fresno,California,has a simple but powerful product strategy:Solve the customer's problem no matter what,solve the problem when the customer needs it solved,and make sure the customer feels good when you leave.De Mar offers guaranteed,same-day service for customers requiring it.The company provides 24-hour-a-day,7-day-a-week service at no extra charge for customers whose air conditioning dies on a hot summer Sunday or whose toilet over-flows at 2:30 A.M.As assistant service coordinator Janie Walter puts it:"We will be there to fix your A/C on the fourth of July,and it's not a penny extra.When our competitors won't get out of bed,we'll be there!"
De Mar guarantees the price of a job to the penny before the work begins.Whereas most competitors guarantee their work for 30 days,De Mar guarantees all parts and labor for one year.The company assesses no travel charge because"it's not fair to charge customers for driving out."Owner Larry Harmon says:"We are in an industry that doesn't have the best reputation.If we start making money our main goal,we are in trouble.So I stress customer satisfaction;money is the by-product."De Mar uses selective hiring,ongoing training and education,performance measures and compensation that incorporate customer satisfaction,strong teamwork,peer pressure,empowerment,and aggressive promotion to implement its strategy.Says credit manager Anne Semrick:"The person who wants a nine-to-five job needs to go somewhere else."De Mar is a premium pricier.Yet customers respond because De Mar delivers value-that is,benefits for costs.In 8 years,annual sales increased from about$200,000 to more than$3.3 million.
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