Marketing and

Engineering

Process One

What is marketing?

Process One

An organizational function and set of

processes for creating, communicating and delivering value to customers & for managing

customer relationships in ways that benefit the

organization & its stakeholders

Value = Benefits costs

Needs/benefits

Process One

Functional
Hedonic/experiential Symbolic

Costs
$ time effort inconvenience

Process One

What do marketers do for the

organization?

Process One

Marketers acquire and retain

customers

Process One

What are the tools that

marketers have to influence

customer acquisition and

retention?

Marketers tools6 Ps
1. Productmarketing offering*

2. Promotioncommunication
3. Price 4. Placedistribution 5. Positioninglocating market offering in minds of customers and prospects 6. Picking targets

Process One

What is a productmarket
offering?

Process One

A product, or market offering,

is anything (good, service,

idea, place, person) that can

be offered to a market

Five Levels of a Product

Potential Product Augmented Product Expected Product Expected Product Basic Product

Core E Benefit

Elements of product

Design Features Accessories Installation Instructions Technical support Service Warranty Package Brand

http://www.youtube.com/watch?v=YgW7or1TuFk http://www.youtube.com/watch?v=tH0-GKBmOE8&feature=related http://www.youtube.com/watch?v=bhhbaaWBgnk&feature=related

Worldwide 2.7 billion mobile subscriptions US >200 million

January 2008 4 million iPhones (at&t partner) Expected sales 2008 10 million Mid 2008 high speed version and upgraded version