Plastics in Space

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episode13-2020.pptx

IE 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.