MKTG6004 Lecture Notes - Lecture 13: Nissan Pathfinder, Rolex, Voice Of The Customer

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Next to technology-driven and market-driven innovation design-driven innovation should be considered (design takes the leadership role). Product functionality is just as important to excellent design as product appearance. Contributions of design to the new products process. Speed to market: cyclone grinder developed in record time thanks to excellence in design and an efficient cross-functional team ease of manufacture: swatch watches have 1/3 of the moving parts of trad. Trade-off decisions: speed to (cid:373)arket: use a si(cid:373)pler desig(cid:374) to get to (cid:373)arket faster ease of (cid:373)a(cid:374)ufa(cid:272)ture: Utilise e(cid:454)isti(cid:374)g parts a(cid:374)d pro(cid:272)esses differe(cid:374)tiatio(cid:374): ne(cid:449) look/desig(cid:374) to outdo (cid:272)o(cid:373)petitors: custo(cid:373)er (cid:374)eeds: better (cid:373)eet (cid:374)eeds (cid:894)voc(cid:895) support (cid:271)ra(cid:374)d identity: consistent with (cid:271)ra(cid:374)d look/feel/perfor(cid:373)a(cid:374)(cid:272)e e(cid:374)(cid:448)iro(cid:374)(cid:373)e(cid:374)tal frie(cid:374)dl(cid:455): co(cid:374)sideratio(cid:374) of re(cid:272)(cid:455)(cid:272)li(cid:374)g a(cid:374)d re- use. Purpose of design: aesthetics, ergonomics (studying human characteristics to develop appropriate designs), function, manufacturability, servicing, disassembly. Product architecture: process by which a customer need is developed into a product design.

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