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101209 185A Lecture Posting

101209 185A Lecture Posting - Marketing I ENG 185A and 285A...

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Marketing I ENG 185A and 285A October 12, 2009 Karen Smith Bogart
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Today Winning Presentations Marketing fundamentals Market research and understanding “Innovator’s Dilemma”
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How to Deliver A Disastrous Presentation Do not rehearse: “I’ll just wing it” Do not tell your audience why you are there Tell audience what you’re going to say, say it and tell them what you said Use as many slides as possible Read text-heavy slides to audience Read every word Face the screen
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Construct a Winning Presentation Know your audience: Do homework Know your material Practice your three key messages Know how to use PC, projector and props Low tech can work: Whiteboard Flip charts Avoid inside jokes
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Slide Format Rules of Thumb Simplicity is good Use simple, clear fonts Use graphs vs. numbers Use images Do not use cartoons Do not use > three colors on simple background Avoid red: Hard to see & has negative connotations No…..
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Marketing Fundamentals Segmentation Defining your customer Positioning Branding Product or service definition Market research and analysis Awareness: Advertising, PR, Web, Merchandising, Collateral Channels Sales: Processes, techniques (e.g. loyalty)
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Market Research Market intuition Traditional market research: Qualitative: Interviews Focus groups Quantitative Surveys Concept tests Conjoint analysis Volumetric or discrete choice analysis Volumetric sales forecasting
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Market Research Expeditionary marketing: Mini-introductions for learning, accumulating fans Customer-engaged research: Customer “visits” Empathic design: Watch what they do not say (ethnographic) Lead users: trend-setters, influencers Quality Function Deployment (QFD): Engineering tool that incorporates a customer orientation in to design decisions. Collect VOC Collect Customer view of copetitive products Transform VOC in to specific design requirements Prototype testing
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Your Customers Know But They Don’t Know Focus on what your customers DO vs. what they SAY Customers know/see current problems They can imagine incremental changes. Feedback here is vital and impactful. More radical concepts are difficult to imagine: usage or value Their insights regarding new technologies will generally be sketchy and resistant. “Will it plug in to my Toshiba”?
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Day in the Life of A Customer Become the customer: Integrated view Interdisciplinary teams interview customer Ask the customer their problems but do more… Understand the customer’s objectives and their customers Sketch the current usage, workflow, business and operational processes Discern role of your current product or service in the workflow Devise several alternative scenarios for workflow Seek customer reaction to improve concepts.
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