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Development and Strategies: Recent Thought

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Development and Strategies: Recent Thought Prof. Samuel Rabino Marketing Department Northeastern University Boston The Concept of Next Generation Demand While the ... – PowerPoint PPT presentation

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Date added: 4 March 2019
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Learn more at: http://web.cba.neu.edu
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Title: Development and Strategies: Recent Thought


1
Development and Strategies Recent Thought
  • Prof. Samuel Rabino
  • Marketing Department
  • Northeastern University
  • Boston

2
The Concept of Next Generation Demand
  • While the product sale may be the culmination of
    the manufacturers efforts, it usually makes the
    beginning of the customers often referred to as
    customers internal value chain
  • The internal value chain captures all kinds of
    hassles and inefficiencies waiting to be
    improved. It also represents tremendous economic
    activities several times greater in total value
    than the product value itself.
  • Generic Examples support customers through
    follow up services e.g. installation,
    maintenance, financing, training

3
  • Specific Example GE supplies customers with
    products such as turbines, locomotives, Jet
    engines
  • Bottom Line Opportunities come from helping
    customers reduce complexity, make better
    decisions and speed their own offerings to market
  • Strategic Recommendation Turn improvements in
    the customers value chain into new revenue
    streams

4
  • Listening to the voice of the customer the
    cliché
  • The traditional (Analytical) view the customer
    has preexisting needs. Marketing research task is
    to identify those needs. The developer then
    employ these data to create products that meet
    those identified needs in an optima way that
    guides the New Product Development (NPD) efforts.
  • An Alternative approach is an interpretive one.
    According to this view the customer has no needs
    until they are articulated and this articulation
    is what the interaction between the developer (or
    a designer )is all about.

5
  • The generic illustration of this approach is the
    architect client interaction
  • Vague ideas about a structure ? rough drawing
    sketches - evaluating, correcting, rethinking the
    project looking at alternatives, another sketch
    / drawing etc
  • The point This is an iterative process where
    the clients original idea of what she wants
    change substantially. The architects idea about
    how to give forms to these ideas will also
    undergo modifications.
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