Product engineering and the Marketing Mix Engineering Design: alternative and Criteria Information Sources and Stages in the engineering Design Comments on the Marketing Mix An Integrated Example

Engineering Design Initial Inputs: –the environment –experience –the perceived problem Breaking a complex problems to several less complex subproblems

Work in Parallel on Subproblem Creating the Specs –Create critical dimensions –Rank on level of importance –Set Limits of acceptability (SPECS) Generate Alternative Approaches –Generate Alternatives –Rank alternatives based on dimensions –Test against each dimension Testing –Pass: Test against Previously generated criteria –Fail: Modify criteria or generate New Alternatives Proceeding to the next subproblem

Information Sources and Stages in the engineering Design Information Sources –Literature –Technical Staff –Sources Outside Laboratory –Vendor –Customer –Memory –Analysis and Experimentation –Number of Messages

Stages in Engineering Design –Generate Alternative Approach –Reject alternative approach –Generate Critical Dimension –Set Specs –Change Specs –Decide whether to modify criteria or generate new alternatives –Test Alternative –Expand Alternative Pattern of relationships between Information Sources and Stages in Design

Comments on the marketing mix Interactivity The Personal Selling Process Alternative Sales functions as functions of Advertising Alternative Sales functions as functions of Advertising Distribution, Pricing and Sales Promotion

An Integrated Example of the Design Process The General Case Market Definition Idea Generation Concept Evaluation and Refinement Product Fulfillment Marketing Mix SUMMARY