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A three step marketing process for technologists / by Clement F. Hying.

by Hying, Clement F.

New products -- Planning.

Product engineering

108 leaves : ill. ; 28 cm.

Advisor: Kimbel Nap.

Committee members: Dr. Joseph Musto, Gene Wright.

Timing -- Timing and the three W's of business -- The role of marketing -- Marketing terminology -- Marketing myths and misconceptions -- Marketing success -- Section summary - Step 1 -- Knowledge -- Macroscopic and Microscopic elements -- Macroscopic view - Demand potential -- Microscopic view - Target markets -- The future -- The external environment -- Section summary - Step 2 -- Action -- Makeup of a marketing plan -- Warning signs -- Approaches to a plan -- It's about customers -- A method for plan development -- Marketing strategies -- Feedback -- Section summary - Step 3 -- Case Study -- Setting the stage -- Company history -- Current situation -- Applying the process - Step 1 -- Applying the process - Step 2 -- Applying the process - Step 3 -- Recommendation for application of the process -- Conclusion - The basic business unit -- Appendix A -- Appendix B -- Bibliography.

In today’s business environments, technologists are often called upon to do more than just analyze some function or determine the performance parameters of a product. This is especially true in the small business environment where people wear many hats. It is therefore crucial for the technologist to possess a broader understanding of many other areas of business in order to contribute to the success of the company. The role of marketing in the development of winning products is particularly important. With that in mind, this paper proposes a Three Step Marketing Process for Technologists. This three-step process is derived from the writings of several noted authorities on product development and marketing and is intended to provide an understanding of the necessary elements for successful development of new products. Each step addresses one of three key elements, timing, knowledge and action, that contribute to the growth of the business. Timing, the first step, is related to the who, what and why of the business. What and why relate closely to the management’s reasons for being in business in that what is the product offering and why is the overall goal of the owner. The factors surrounding who relate directly to the customer and start to clearly define the product offering. In order to coordinate the timing aspect, the who, what and why must be understood.

After all, no one succeeds when they try to take a profitable, saleable idea to market too early or too late. The second step in the process is related to the gathering of knowledge. It takes the technologist through several methods for obtaining information regarding the customer. In this age of information the amount of raw data that can be collected is phenomenal. There are also many different methods for gathering the information from many different sources. In order to avoid being buried under this pile of data, the technologist must be able to sort through the processes available and choose the one with the most “bang” for the buck. To that end, a chart comparing various properties such as cost, relative information and time frame is provided. The third step combines the essentials of timing and wisdom of knowledge into a plan of action. This element is the culmination of all the efforts that went into understanding the customer. Without action, nothing gets done. A great idea will not survive if it is not acted upon. It is therefore crucial for technologists to have an understanding of the action plan as well as contributing to its execution. The four elements come together to form a tetrahedron which can be defined as a basic business element. This element is held together by technology with the role of the technologists to balance the unit so the company can prosper in a sustained manner. This process is then applied in a case study to illustrate how the marketing can be understood. This understanding will allow the technologist to make better decisions with regard to design and production, which will in turn reduce the time to market and increase the likelihood of success. Therefore the technologist will enjoy greater productivity through a more comprehensive approach to both marketing and product development. Finally, the following statements form a set of fundamental thoughts for the technologist to remember: Action is power. Growth is the future. Knowledge is promise. Timing is everything else.

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