Session 14 - the design mix

Question 1

What are the 4 Ps of the marketing mix

Answer 1

Product, price, place, promotion

Question 2

What 3 elements does the product design mix emphasise

Answer 2

Cost, aesthetics, function

Question 3

What does the function element of the product design mix mean

Answer 3

The way the product works. Does it do what it needs to do? Is the product reliable?

Question 4

What does the aesthetics element of the product design mix mean

Answer 4

How the product appeals to the customer in terms of how it looks, feels etc. Based on the subjective judgement of customer. A popular way to differentiate a product

Question 5

What does the cost (economic manufacture) element of the product design mix mean

Answer 5

Does the design allow the product to be made and sold profitably? How much value is added during the production process?

Question 6

Why is it important that some products Emphasise Function in the Design Mix

Answer 6

More predictable and stable demand, Longer product life cycles, Lower promotional costs, Build reputation for quality based on reliability, Economic manufacture through economies of scale

Question 7

Why is it important that some products Emphasise Aesthetics in the Design Mix?

Answer 7

High added value, Demand fuelled by customer aspiration, Potentially shorter product life cycle, Attracts imitation = need for design protection

Question 8

What is sustainability

Answer 8

Making a product without affecting the long-term supplies of the raw materials