Plastics in Space
JohnnetworkIE 563 Episode 13
Fall 2020
Customers are interesting to study and good to find/keep.
1
Why you?
The question we never get tired of asking.
How do we know what to answer?
What does the customer want?
Marketing
By the way, technical marketing and sales can be an interesting career field. Have you ever thought about it?
Engineers and scientists often are the right people to market technical products and software.
Brand Identity
Why you?
Awareness
Perceptions of Quality
Connections
Loyalty
Brand Equity
An interesting concept.
Example: What does Oakley Sunglasses or Apple or Tesla mean to you? Or, for that matter, NMSU?
What affects brand equity?
One more time. . .
Strengths
Weaknesses
Opportunities
Threats
Customer Relationship Management (CRM)
Searching for and finding customers.
An on-going conversation.
Customer database.
Manage data/ manage customer relationships.
Use your data wisely. . .
There’s software available to help do this.
Spend the time necessary to keep customers. Studies often show that it costs more to develop a new customer than hold on to an old customer. Both are critical.
Typical CRM activities
Service
Loyalty programs
Rewards programs
Community building
Customization
Customer Value? https://www.d-eship.com/articles/ltv-calculation-spreadsheet /
Customization is a critical new activity
The ability to provide custom products is not a new thing but is quite useful. CAD/CAM/CIM practices help make this work.
3D prototype machines—another possibility?
Dell is cited in the text but consider others.
Customization can be an engineering design/ product marketing strategy
Examples: Modules, Make to order, colored packaging, etc.
Gift packaging/holiday packaging.
Cars.
Aircraft
Diffusion of Innovation
Diffusion of innovation has been studied endlessly. It’s like change– the more things change the more they stay the same…..
When you think about marketing, you think innovation.
Remember: Marketing objectives
Sales goals
Market share
Regional plans
Market segments
If you like, you can use Aulet’s terms: See http://www.d-eship.com
Now, think about who your product or service would appeal to…..
See table 9.9, page 202.
Examples
Innovations in materials.
New audio/video equipment, new computer equipment, etc.