Write a Critical Reflective Essay (1000 Words) on Your Journey of Discovery Through the Module, Set Within the Context of the Learning Outcomes. in Particular, Describe How the Course Challenged Your Thinking, Brought

Topics: Marketing, Product management, Brand Pages: 6 (712 words) Published: August 24, 2013
Title:
Write a critical reflective essay (1000 words) on your journey of discovery through the module, set within the context of the learning outcomes. In particular, describe how the course challenged your thinking, brought to you new and interesting ideas and concepts, or, presented approaches to the topic with which you may have disagreed

Marketing Design Innovation

A CLOSER LOOK AT CUSTOMER NEEDS AND WANTS
Customers, consumers and clients.
Product and Service Functionality.
Product and Service Dependence.
Product and Service Performance.
Distinction between Want and Need, from the Perspective of Perception, Ownership and Use. Serqual Model:
Service quality gap model:
Distinction between wants and needs:
ROLE OF COMMUNICATION AND BRANDING IN NEW PRODUCT DEVELOPMENT: Product and Service Value
Branding, Brand Value and Competitive Advantage
Marketing Communications
Projection of Ideas and Concepts to Target Markets
Poster’s value Chain:
The primary activities are:
Inbound logistics
Marketing and sales
The secondary activities are:
Procurement ,Technological ,Human resource management
Firm’s
Service value Chain:
Respect, Personalise, Advocacy, Care ,Attention

http://ecorner.stanford.edu/authorMaterialInfo.html?mid=2880 Branding:
Objectives of Good Branding:
Benefits of Branding:
Brand value
Creating Brand value
Competitive Advantage:
How brand leads to Competitive Advantage:
Instances where brands not creating Competitive Advantage:
Target Market:
Market Segmentation,
Advantages of segmentation (Source: Doyle, 1994)

Segmenting Consumer Markets
Geographic segmentation

Demographic segmentation
Psychographic segmentation
Behavioral segmentation
Strategies to reach target Markets:
Marketing Communication Mix:
Five groups of promotional tools:
Advertising
Public Relations
Sales Promotions
Direct marketing
Personal Selling

DESIGN PROCESS AND PRINCIPALS OF PRODUCT AND SERVICE DESIGN The introduction to Design
The main Principals of product and service design
Engineering design focuses on the function of a product. That is, whether or not it will perform mechanically, electrically, thermally, etc.

On the other hand, industrial design addresses the form of the product. That is, it focuses on aspects such as the product’s shape, colour, decoration, packaging, style and image. In very general terms, engineering design aims to make the product work; industrial design aims to make it sell. The Design Process:

Study →Investigation → Research → Concept


Modify ← Test ← Prototype ← Rough

Implement→ Presentation→ Modification→ Final commercialisation

WHAT IS A BRAND
BENEFITS OF BRANDING
TYPES OF BRANDS
Manufacturer brands ,
Own-label brands

Generic
Multi-branding

BRAND DEVELOPMENT STRATEGIES
There are several brand strategies that can be used;
Brand stretching
Line extension
Multi branding.
New brands
BRAND EQUITY:
3 perspectives on brand equity;
Financial
Brand extension
Consumer –based
Financial perspective:

PATENTS,TRENDMARKS AND INTELLECTUAL PROPERTY
AGENDA
Trade Marking
Trade Secrets and Copyrights
Design Registration
INTELLECTUAL PROPERTY
Patents
Trademarks
Trade secrets
Copyright

UTILITY PATENTS:

DIFFICULTIES FACED IN OBTAINING PATENTS:
RIGHTS OF A PATENT OWNER
TRADE MARKS
KEY CHARACTERISTICS OF TRADE MARKS
BENEFITS OF TRADE MARKS
TRADE SECRETS
COPY RIGHTS
DESIGN REGISTERATION
Following process in UK
1.Fill the application form downloaded from intellectual property office website 2.Provide detailed illustration(two good representation of the design including all views 3.Pay the relevant fees and submit the application

INNOVATION AND GLOBAL TRENDS:
AGENDA
DIFFUSION OF INNOVATION ,STYLE, CHANGE AND FASHION
GLOBAL PATTERNS OF MARKRT DEMAND AND TRENDS...
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