1.13 - Enterprise And Marketing In The Development Of Products

Question 1

How can a designer understand their customers / target market ?

Answer 1

• market research

Question 2

How would market research help a design identify the target market ?

Answer 2

• helps to find out crucial background information such as age , gender , disposable income , residential location
• helps the designer to understand why the customers are motivated to buy certain products , such d social and emotional needs , family needs , budget pressures

Question 3

An example of people having brand preferences ?

Answer 3

• particularly for domestic items such as washing detergent - people will tend to trust or mistrust brads for reasons beyond a designers control

Question 4

How may residential location impact the products bought ?

Answer 4

• customers who live in contemporary small apartments may require space - saving furniture , multi - functional items.

Question 5

How can labelling be used by designers ?

Answer 5

• promote the brand or attract customers attentions
• inform consumers about important information ( nutritional / use by / Boi and ce marks - shows that basic safety standards are met )

Question 6

How do manufactures used their packaging design as an integral part of brand identity ?

Answer 6

• apple ( minimalist and clever packaging was revolutionary at the time )
• Coca Cola ( has a distinctive bottle shape - changed slightly over the years

Question 7

What is meant by corporate identity ?

Answer 7

• the branding used to present the image of a company to the public

Question 8

How may manufacturers protect their brand identity?

Answer 8

• registered trademarks
• this prevents rival companies copying their logo / colour schemes and specific letter font styles

Question 9

What is meant by global marketing ?

Answer 9

• the process of promoting a final product or service worldwide

Question 10

How may marketing strategies differ from country to country ?

Answer 10

• cultural differences
• religious and cultural beliefs in different region

Question 11

Example of products making changes to suit the different regions ?

Answer 11

Fast food chains have different menus that are suitable for use in different counties

• mc Donald’s focuses on marketing foods that are popular in a particular country and promote different foods in other countries

Question 12

How is advertising and promotion used in the product introduction ?

Answer 12

• wide range of media to advertise their products , to create interest and demand
• during a product launch they may have celebrities to promote a product ( celebrity endorsement )

Question 13

How is advertising and promotion used during the product growth stage ?

Answer 13

• magazine departments use magazine and articles and online platforms to promote features of their products and advantages

Question 14

How is marketing and promotion used in the product decline stage of a product ?

Answer 14

• stratifies for product growth and a new product ( growth ) may be used at the same time
• emails / texts promotions for existing customers for the new products

Question 15

How has useing social media transformed how products are advertised?

Answer 15

• low cost
• potential consumers across the world can be reached relatively easily and with low cost
• targeted marking - data collected from cookies ( pop ups will be linked to items they had been browsing)

Question 16

What are examples of direct costs ?

Answer 16

• direct labour
• direct material costs
• direct factory overheads

Question 17

What are indirect costs ?

Answer 17

• administration
• security
• maintenance of equipment
• electricity and power

Question 18

What is meant by indirect costs ?

Answer 18

• costs that go towards factors that are not associated with making a particular product , but are involved with running a business as a whole