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0:00
Welcome to session four.
Session four is on the
marketing plan for the product
that you've now determined
to be feasible.
I'm Ed Addison and I'm
with NC State University.
Welcome back.
0:15
In order to do a marketing plan,
we're going to introduce
several concepts,
some analytic approaches,
something called gap analysis,
perceptual mapping,
conjoint analysis,
market price and size,
and market analytics.
This 10-minute segment
is not intended
to replace the three-credit
course in marketing.
It is intended instead just
to expose you to a few of
the analytic techniques to
help answer the question
what will my marketing plan be?
What we hope here is
that you will get
enough information to
know where to look
to go deeper in order to
develop a marketing
plan or many of you who
work for large
companies will be using
your marketing department
to help you with the plan.
0:59
I'm going to start with
analytic approaches
and use gap analysis
as an example.
This is based on mapping
and illustrating
product features.
1:10
First, we have to answer
the question of what
analytic attributes are.
There are three
kinds of attributes.
Products are made
up of attributes.
These attributes
are in the form of
features, functions,
and benefits.
Features are aspects of
your product and the
things that it does.
Functions are what the
function does for the user
and benefits are the value
that is delivered to the user.
Essentially the need that
is met by the product.
We could conclude that a feature
permits a function that
provides a benefit.
That's the relationship
among these attributes.
