1.13 Enterprise and Marketing in the Development of Products Flashcards
What are the key characteristics of customers?
age, gender, disposable income, residential location, recreational interests
Why is age an key characteristic of customers?
Once a designer knows what age group they are designing for, they may use a certain aesthetic that are relevant to that age group.
Why is gender a key characteristic of customers?
The aesthetics of a product might be influenced by gender. For example, a designer developing packaging for a deodorant for a male might use colours such as blacks and silvers, while deodorant packaging for a female market might include soft pastel colours.
Why is disposable income a key characteristic of customers?
Designers will need to know whether to develop a ‘budget’ product or one that is aimed at a higher income, perhaps a luxury item
Why is residential location a key characteristic of customers?
If the customer typically lives in a one-bedroom flat, the designer might need to give more careful consideration to the size and ease of storage of the product they are developing.
Why is recreational activities a key characteristic of customers?
If the customer is interested in adventure sports or fitness products, the designer will try to use aesthetic and functional features, and choose materials that are in keeping with these themes.
Market research can identify why the customers are motivated to buy certain products. What might some typical reasons be?
1 social and emotional needs
2 family needs
3 budget pressures
4 brand preferences
What is corporate identity?
It is the branding that is used to present the image of a company to the public. Designers use colour or combinations of colours, logos and typeset (letter fonts) to create a ‘brand’ and brand name.
Why is corporate identity essential for marketing?
This is vital is establishing and maintaining customer loyalty to a brand, and for a product or range pf products marketed under this brand name. When customers try a product and like it, they will look for the same product again. The key to identifying their favourite product will be the distinctive corporate identity of the brand
How do manufacturers protect their brand identity?
They use trademarks, which prevents rival companies copying their logos, colour schemes and specific letter font styles.
Why is packaging design important?
Packaging design is a key aspect of product marketing and branding. Many manufacturers use their packaging design as an integral part of brand identity. E.G. coca cola
What is global marketing?
The process of promoting a final product or service worldwide. The purpose of this is to reach international markets, which has the potential to rapidly grow a business.
What are the factors that designers have to consider when global marketing?
1 the region in which the product is being promoted
2 religious and cultural beliefs
3 the design of the packaging showing images
What are some forms of advertising?
TV commercials, radio commercials, magazine advertisements and articles, internet pop-up adverts, billboards, bus shelter posters, social media, ins-tore demonstrations
How has social media influenced advertisement?
The use of social media has transformed how products are advertised. Manufacturers using social media are now able to reach potential customers all over the world with relative ease and at a lower cost than other techniques such as TV commercials.
What are cookies and retargeted marketing?
Cookies are packets of data exchanged from the website server to the customer’s browser, which allows websites to store certain information about the customer and their preferences. When you have visited a website using a cookie, it can be used to track what you were browsing. The next time you use the internet, pop-up display adverts will appear to promote products or services you were looking at. This is known as ‘retargeted marketing’.
What is viral marketing?
The use of social media has seen a new phenomenon known as ‘viral marketing’. This technique relies on people passing a marketing message to their friends. If a large number of recipients pass the marketing message on, the overall growth snowballs and the message goes ‘viral’. This type of marketing is often used in the initial launch of products, and in the growth stage.
What are direct costs?
Direct costs are those that are directly associated with making a specific product, and include direct labour (wages of people making the product), direct material costs (materials used to make the product), direct consumable production supplies and direct factory overheads (machine tools and equipment used to make the product).
What are indirect costs?
Those that are not specifically associated with making a particular product, but are involved with running a business as a whole. This might include things like administration, personnel and security, maintenance and depreciation of equipment and electricity.
How do you find the product cost per unit?
total direct material costs + total direct labour costs + total manufacturing overhead costs/the number of units made
What is an entrepreneur?
A person who demonstrates initiative and invests capital into an idea - perhaps setting up a business, project or other venture. Usually, the entrepreneur takes the risk by investing their own capital or by obtaining finance from banks and other investors.
What does product life cycle mean?
The stages of a product from introduction, growth and maturity to decline
What is a designer-maker?
Someone who both designs and makes products
