Class 6-7 Marketing 2&3 1019&2109 posting

Class 6-7 Marketing 2&3 1019&2109 posting -...

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Marketing II and III ENG 185A and 285A October 19 and 21, 2009 Karen Smith Bogart
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Today Recycled Product Presentations “The Art of Woo” Integrated Product Development Marketing: Product acceptance Branding Pricing Awareness
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Recycled Product Team Projects
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“The Art of the Woo”
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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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Effective Marketing/R&D Interaction 1 Match nature of interaction to the type of innovation Examine and overcome core rigidity of elevation of engineering over marketing 3 Use formal and informal interactions to build bridges Enhance opportunities for communication  
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Enhance R&D – Marketing Effectiveness Coordination Co-optation Communication Constructive Conflict Positive Interaction
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Continuum of Innovations   Incremental Radical Extension of existing product or process Product characteristics well- defined Competitive advantage on low cost production Often developed in response to specific market need "Demand-side" market/customer pull New technology creates new market R&D invention in the lab Superior functional performance over "old" technology Specific market opportunity or need of only secondary concern "Supply-side" market/technology push
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Integrated Product Development Business decision-making leveraging understanding of strategy, market, consumer or customer, business potential, technologies, pipeline Market-based: Market to market (concept to end-of-life) Managing the “front end process” Disciplined gate review processes Pipeline resource management Metrics Different models exist. Allow sharing of work, focusing of effort, and leveraging others’ capabilities and scale.
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Integrated Innovation Processes Phase 0 Phases 3 - 4 Phases 5 - 6 Phase 7 Gate 0 Gate 2 Gate 6 Gate 7 Phases 1 - 2 Gate 4 Gate 8 Life-Cycle Management Pre- Commercialization iPDP Front End Phases and Gates
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Product Innovation R&D IP Development Product Design Commercialization Raw Material Conversion Component Manufacturing Sub-Assembly Final Product Assembly & Test Sales & Marketing Distribution Service Product Value Stream Creation Manufacturing Customer Delivery & Support
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Choices: Trade-offs R&D IP Development Product Design Commercialization Raw Material Conversion Component Manufacturing Sub-Assembly Final Product Assembly & Test Sales & Marketing Distribution Service Product Value Stream Creation Manufacturing Customer Delivery & Support Close Customer Contact good understanding of customer needs identification of emerging needs understanding of competitor strengths Input to New Product Development Close Design and Manufacturing promotes cycles of learning necessary to improve fast cycle time for feedback to product development closer control of critical processes capture supplier profit margins
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Class 6-7 Marketing 2&3 1019&2109 posting -...

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