Topic 9

HELP ME I AM DYING PLEASE

Brand

A product from a known source (organization). The name of the organization can also serve as a brand.

Brand loyalty

Where a person has a favourite supplier and prefers to buy products from them rather than from other suppliers.

Competition-based pricing

A pricing strategy where a product is positioned in the market based on the price of similar products. The company will position the product by pricing it lower, similar or higher than similar products.

Corporate social responsibility

A form of self-regulation for a company that centres on the development of goals related to three areas: economic; social; and environmental.

Cost-plus pricing

A pricing strategy where a company will add a percentage to the total costs incurred for a product (production, design, distribution etc.)

Demand pricing

A pricing strategy where a company will set the price based on the demand for the product.

Environmental scanning

The study and interpretation of the political, economic, social and technological events and trends that influence a business, industry or market.

Expert appraisal

The reliance on the knowledge and skills of an expert in the operation of the product.

Imitative strategy

Developing products that are similar to an existing new product.

Literature search

The use of consumer reports, newspaper, magazines, encyclopaedias, manufacturers information, etc. to conduct research.

Corporate strategy - Market development

Finding new applications for existing products, thereby opening up new markets.

Corporate strategy - Market penetration

Increasing sales to existing customers or finding new customers for an existing product.

Market research

The systematic gathering of data about individuals or organisations using statistical analysis and techniques to support decision making.

Market sector

A broad way of categorizing the kinds of market the company is aiming for.

Market segment

Markets divide into smaller segments where the purchasers have similar characteristics and tastes.

Marketing mix

Four factors identified through market research that provide the designer with an accurate brief of market requirements. The 4 Ps: Product; Place; Price; and Promotion.

Perceptual mapping

A tool to quickly compare a product to others in the market in a graphical representation.

Pioneering strategy

Being first to market with a new innovation.

Corporate strategy - Product development

The creation of new, modified or updated products aimed mainly at a company's existing customers.

Corporate strategy - Product diversification

Increasing sales from new products or markets.

Product family

A group of products having common classification criteria. Members normally have many common parts and assemblies.

Product line pricing

Where the different products from the same product range are positioned at different price points.

Product standardisation

The process of setting uniform characteristics for a particular product, system or service.

Promotion

The ways that can be used to communicate information about a product or system to consumers and other interested parties.

Psychological pricing

Where a product is priced to give the impression that it is paying less. For example, pricing at €1.99 instead of €2.

Registered design

An intellectual property mark that protects a product's appearance. This refers to the features of the product's shape, configuration, pattern or ornamentation which is new and distinctive.

User research

Obtaining users' responses through questionnaires/surveys and interviews.

User trial

The observation of people using a product and collection of comments from people who have used a product.

Client-based Market Sectors

Allow designers to identify and research issues related to the intended purchaser.

Geographical Market Sectors

Allow designers to identify and research issues related to the location of where products will be marketed.

Hybrid corporate strategy

Using more than one corporate strategy to get a competitive edge.

Incremental products

Engage consumers in purchasing add-ons to already purchased trigger products.

Marketing mix - place/distribution

Concerned with getting the product from the factory to the consumer.

Marketing mix - promotion

The ways that can be used to communicate information about a product or system to consumers and other interested parties.

Corporate strategy - Product diversification

Increasing sales from new products and markets.

Trademark

A symbol, word, or words legally registered or established by use as representing a company or product, and distinguishing them from other products.

Trigger products

Products that attract the consumer on their own merit.