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As
engineers you will play key roles in the process of marketing
products. As product developers, you will facilitate the
proliferation of science and technology. But as marketers, you will communicate the
value of your innovations to a civilization that has become
increasingly complex and diverse in terms of its needs
and expectations.
Hopefully, you will take several things away from this
course. First, you understand the features that make technical
products stand out over other types of products.
Our philosophical discussion of what a technical
product is and isn’t should help you position your product
in terms of its image, brand and public perception. Second, you have learned how to define your product’s market –
not as a generalized mass of consumers, but rather a series
of smaller groups, each with special needs and motivations.
Third, you have learned that each group requires
a unique set of communications strategies.
In addition, we’ve spent considerable time considering
how to work with the depth and scope of information so
that it can be presented with timing, effectiveness, and
in prioritization of importance. Fourth, we discussed
the complete range of tools and materials marketers use
to communicate and engage their audiences. Finally, we discussed how to put strategy,
people, resources and information into action by creating
a marketing campaign.
It’s time to get started: to learn more about how the
products you’ve engineered are being marketed.
It’s time to ask questions, sit in on marketing
meetings and begin to study the data your company has
collected.
When you first visualized the
creation of your product, you already had certain things
in mind. You envisioned its applications, the people using
it, and how it was going to impact their lives.
You saw its potential in ways that are deeply psychological
as well as profoundly practical. You more likely saw exactly
what the marketers have been trying to communicate all
along.
Provide
feedback on this module.
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