Unit 7 Flashcards
What are consumer wants and needs?
Needs are things required in order to survive. These are life-essential things.
Wants are things that people would like to have but can survive without.
Wants are unlimited.
Describe the importance of technology push?
A new product is created through science and technology advances. This leads to improvements in products that has been driven by technology. Much of technology push results from scientific advances in military research.
Describe the importance of market pull
Market pull argues that successful innovation comes about as a result of identifying market needs and then understating the development work to fulfil those needs. Technology is the means to create the product.
State the 4 Ps
Price
Promotion
Place
Product
Describe each of the 4 Ps.
Describe the product lifecycle - use diagrams where necessary.
Launch
Growth
Maturity
Decline
Sales focus - how many sales happen at each stage.
How can companies avoid decline (product life cycle)
Extension
- promotion, reduced costs
- new target market
- redesign the product
What is the difference between primary and secondary market research? Give an example of each.
Primary- research you have found yourself - survey questionnaires.
Secondary- research already done for you
Internet, database, books
When researching the market prior to product development explain the importance of
- the target audience
- market trends
Target audience - niche group the product is aimed at.
Can be a restricted group (age, socio economic)
They are the perceived users of the product.
Researching target audience helps to understand their needs and wants in preparation for design/redesign. To make it more effective and therefore more successful as it meets user needs
Market trends include fashion, styling, technology trends, environment eco lifestyle - these will all have an impact on sales. Requires a good understanding of the market.
For a named product identify 2 incremental improvements and then briefly describe the impact they have had on the function or performance of the product.
Dyson- changed vacuum cleaners- cyclone Technology and bagless container.
General product identified with function an features described.
Designers need to consider manufacturing maintenance and product life when designing products. Explain how any two of these factors influence the design of products.
Manufacture- materials and processes - can the materials be cleaned, have they been chosen for a particular purpose. Functional parts- will they last?
Maintenance- can parts be replaced if they are broken? Are parts available?
Product life- decided on by the choice of material and manufacture, quality, can parts be replaced.
Can extend the products life.
Can be cheaper to replace whole product than one part.
Describe two reasons why a company would conduct consumer market research when developing packaging for a new mobile phone.
Up to date responses from the marketplace and their needs.
Information can be incorporated into the design/ redesign of the product - leads to increased sales
Surveys can provide further info on the market and their needs
Provides purchase interests so packaging design can appeal to them.
Can analyse the effectiveness of packaging design such as logos, layout trademarks so designer can ensure the packaging appeals to the consumer and fits with the brand.
reword question- info all still applies
Explain how the development of smartphones can be attributed to technology push. (4 marks)
Technology Push is when research and development in new technology drives the development of new products.
• Smartphones are re-designed because of changes in materials or manufacturing methods.
• Technology Push usually does not involve market research. It tends to start with a company developing an innovative technology and applying it to a product.
• Technology developments have resulted in smaller handsets.
• Function of smartphones have developed over time. i.e. More storage,
internet access, cameras, finger print access and voice recognition.
• Development of new materials have influenced the aesthetics of
smartphone. i.e. aluminium casing for iPhone.
• New manufacturing techniques and processes developed through
technology push.
Explain how market pull is often the driving force behind revitalising products. (4 marks)
• A need/requirement for a new product or a solution to a problem, which
comes from the market place.
• The need is identified by potential customers or market research.
• A product or a range of products are developed, to solve the original need.
• Market pull sometimes starts with potential customers asking for
improvements to existing products.
• Focus groups are often central to this, when testing a concept design or
an existing product.
• Reference made to an example product.
Promotion is one of the four P’s of marketing. Explain the impact of effective promotion on a new product entering the market. (4 marks)
• Promotion: The activities that communicate the product’s features and benefits and persuade customers to purchase the product.
• Promotion can help determine a clear and effective strategy to bring a product to market.
• Promotion of a product can help you differentiate your product from others on the market.
• Promotion can create brand awareness and drive sales of the product.
• Promotion can create word of mouth opportunities.
• Location of promotions taking into considerations such as ethnical factors.
• Using influencers to help promote.
• Pre-launch advertising to help with presales.
Promotion of a product can help drive sales of a product and increase profits.
This is because the activities that communicate the product’s features and
benefits such as online promotions can help persuade customers to purchase 4 the product. Effective promotion of a product can help you differentiate your
product from others on the market and this can give you an advantage over competitor products. Another reason why promotion can affect the sales of a
product would be the ability to build brand awareness and drive sales of the
product when entering the market.
