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Product Design in Industry and Society

Market pull, technology push and market strategy

  • 3 things to know
  • A2 1

Overview

Market research and test marketing, needs and demands, market pull and technology push, radical and incremental products, and market penetration, development and diversification.

What you need to know

Answer each one before you reveal it.

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Key term

Give three methods of market research a company might use before launching a product.

Key term

How does test marketing reduce the risk of a product launch?

Key term

What is the difference between a need and a demand?

Questions from this subtopic

Each one with the model answer underneath.

  1. 1

    Give three methods of market research a company might use before launching a product.

    Model answer

    A company might run online surveys, hold focus groups and analyse sales data for similar products. Each method helps to gauge likely demand.

  2. 2

    How does test marketing reduce the risk of a product launch?

    Model answer

    Test marketing launches a product in one small region before a national launch. Sales and feedback reveal problems while changes are still affordable.

  3. 3

    What is the difference between a need and a demand?

    Model answer

    A need is something people require, such as keeping warm or communicating. A demand is a want backed by the willingness and ability to pay for a particular product.

  4. 4

    How can a designer identify an unmet need?

    Model answer

    Unmet needs show up where users improvise their own fixes, complain or struggle. Observation and complaint records reveal these gaps.

  5. 5

    Why do new products arise?

    Model answer

    New products arise from changing consumer needs, new technology, competition, legislation and falling sales of older products. Each change creates an opportunity for a new design.

  6. 6

    What is market pull?

    Model answer

    Market pull is when a new product is developed in response to demand from consumers. Market research identifies the need, and the design meets it.

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