1.27 Enterprise and Marketing in the Development of Products Flashcards

1
Q

Customer identification

A
  • Knowing your target market and/or target user can help massively in the success of a product
  • Market research helps to find out crucial background information such as age, gender, disposable income, residential location, and recreational interest, which all impact on the product design and outcome
  • Market research can also identify why customers are motivated to buy certain products, such as social and emotional needs, family needs, budget pressures, brand preferences

Example:
Adult sci-fi enthusiasts may be more likely to buy products with a space-age or sc-fi theme

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2
Q

Labelling

A
  • Labelling can be used to promote the brand or to attract customer attention
  • It can also inform consumers about important information, for example:
    • nutritional information on food packaging
    • use-by dates
    • the BSI kitemark or the CE mark to indicate that a product meets basic
    safety standards for sale in Europe
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3
Q

Packaging

A
  • Design cannot be ignored in product marketing and branding
  • Many manufacturers use their packaging design as an integral part of brand identity
  • An early example is Apple, which had minimalist, clever packaging for its products that were revolutionary at the time
  • Coco-Cola uses its distinctive bottle shape, which has changed very little over the years
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4
Q

Corporate identity

A

Corporate identity means the branding 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 and brand name
  • Customers will often return to a brand they like or have had a good experience with
  • Manufacturers protect their brand identity using registered trademarks, this prevents rival companies copying their logos, colour schemes and specific letter font style

Example:

If a consumer bought a pair of trainers that were uncomfortable, they would be less liekly try that brand again.

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5
Q

Global marketing

A

Global marketing means the process of promoting a final product or service worldwide

  • By reaching international markets, a business can grow rapidly and be known across the world
  • Marketing strategies may differ from country to country, depending on cultural differences and designers must be aware of religious and cultural beliefs in different countries
  • The language of slogans must also be used with care so that the message does not mistranslate and inadvertently cause offence

Example

Large fast-food chains have different menus that are suitable for use in different countries

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6
Q

Advertising and promotion

A

These are crucial in serval stages of the life cycle of a product

Product introduction:
- marketing departments use a wide range of media to advertise their
products, to create interest and demand
Product growth:
- marketing departments often use magazine articles and online platforms
to promote the features of their product and its advantages over those of
their competitors
Product decline:
- a product series may be produced for a short time before a new model
comes out

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7
Q

Examples of forms of advertising

A
  • TV commercials
  • Radio commercials
  • Magazines advertisements and articles
  • Internet pop-up adverts
  • Billboards
  • Social media
  • In-store demonstrations
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8
Q

Social media

A
  • Potential customers across the world can be reached relatively easily and with low cost
  • Retargeted marketing uses the data collected from cookies on a customer’s browsing history to introduce pop-up adverts the next time they log in; the pop-ups will be linked to items they were browsing
  • Personalised video ads are also used, often with images and campaign text and a ‘buy now’ button to direct customers to a ‘checkout’
  • Social media also has the advantage of ‘viral marketing’, where a customer passes a marketing message to their friends. If this leads to a large number of recipients who pass on the marketing message, that message ‘goes viral’.
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9
Q

Direct costs

A
  • Direct labour (wages of people making the product)
  • Direct material costs (materials used to make the product)
  • Direct consumable production supplies
  • Direct factory overheads (machine tools and equipment used to make the product)
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10
Q

Indirect costs

A

These are not specifically associated with making a particular product but are involved with running a business as a whole, such as:

  • Administration (personal, hardware, and stationary)
  • Security
  • Maintenance and depreciation of equipment
  • Electricity and power
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11
Q

Entrepreneurs

A
  • Entrepreneurs commonly work with designers and engineers to turn their ideas into reality
  • Occasionally, Entrepreneurs will have the skills to invent and design their own products, e.g. James Dyson who created the Dyson range of products
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12
Q

Collaborate work

A
  • This is usually carried out by designers in the industry
  • Collaborate design work involves working in a design team, either face to face or virtually using video conferencing and other file-sharing platforms
  • It can include working with people in different countries and/or time zones
  • Collaborate design means that designers with different skills and expertise can work together to create the best product
  • The creative and technical process is spread and covers more than a single person would be expected to have expertise in
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