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Models and Procedures of Product Development Read chapter Read first chapter

2020 | OriginalPaper | Chapter

21. Marketing in Integrated Design Engineering—Fundamentals and Effects on Development

Author : Hanns-Joachim Schweizer

Published in: Integrated Design Engineering

Publisher: Springer International Publishing

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Abstract

Even if marketing is generally associated with the consumer goods industry (business-to-consumer relationship, B2C, 1:n relationship), this also applies in a modified form to the capital goods industry (business-to-business relationship, B2B, 1:1 relationship). The latter accentuates the marketing focus differently. The focus here is on the design of the corporate image, i.e. the development and definition of the company’s impact strategy on the market and society and the presentation of the added value it generates for the economy. Further focal points are relationship marketing to customers and suppliers as well as product marketing. On the other hand, the market survey of capital goods is less pronounced than that of consumer goods research (consumer survey, test markets, consumer behaviour).

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previous chapter Scenario Technique
next chapter Methods for Supporting IDE
Footnotes
1
Following Saint-Exupery: “If you want to build a ship, don’t drum up men together to procure wood, assign tasks and divide up the work, but teach men the longing for the vast, endless sea.” [Exup-1996].
 
2
Ludwig erhard (1897–1977) created the social market economy as Federal Minister of Economics (1949–1963). From 1963 to 1966, he was Federal Chancellor in Germany.
 
3
Elias St. Elmo Lewis (1872–1948) is considered one of the pioneers of marketing and the first American advertising strategist.
 
4
Jerome E. McCarthy (born 1928), American economist.
 
5
In the doctrine, the term sales policy instead of distribution policy is currently gaining more and more acceptance.
 
6
Examples of this concept are the creation of a previously non-existent need for smartphones and their establishment by Steve Jobs on the one hand and a Swedish furniture store that has fundamentally changed customer behaviour on the other. Classic furniture is delivered and assembled by the supplier. For the Swedes, the motto is: Do it yourself. The result is cost savings for both sides, the modular principle (combination option) and the possible promotion of creativity (the customer must think when setting up). All of these go hand in hand with considerable savings in packaging and distribution logistics.
 
7
A joint venture is a joint subsidiary of two independent companies that may even be competitors.
 
8
For example, Microsoft and Nielsen are now working together to identify consumer trends more quickly.
 
10
In 2015, North America accounted for the largest share of market research sales with 44%, closely followed by Europe with 37%. These regions were also at the top in terms of annual growth. The world’s leading market research companies include Nielsen Holdings (USA), Kantar (UK), Ipsos (France) and GfK (Germany). In 2015, Nielsen was by far the largest market research company in the world in terms of sales. In that year, the company’s sales amounted to around 6.17 billion US dollars—almost twice as much as the sales of its nearest competitor Kantar with 3.71 billion US dollars.
 
11
The description of this German law, which is in accordance to correspondent European legislation, is exemplary, as there exist different laws and approaches worldwide that handle competition. The reason for presenting the German UWG quite at length here is to draw attention to analogue legislation in the home country of the estimated reader.
 
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Metadata
Title
Marketing in Integrated Design Engineering—Fundamentals and Effects on Development
Author
Hanns-Joachim Schweizer
Copyright Year
2020
Book
Integrated Design Engineering

Print ISBN: 978-3-030-19356-0

Electronic ISBN: 978-3-030-19357-7

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-030-19357-7_21

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