2008 - Marketing Educators' Association

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format: greater higher-education accessibility for students and maximization of faculty resources. Student and professor expectations, challenges and successes involved in the design and delivery of 82 hybrids, as well as outcomes and assessment involved with teaching a large-enrollment hybrid course will be discussed.
HOW THE CHICKEN CROSSED THE ROAD: THE MARKETING-PRODUCT DEVELOPMENT INTERFACE Bill Dodds, Fort Lewis College, School of Business Administration, Durango, CO 81301; dodds_b@fortlewis.edu ABSTRACT This paper connects the creative energies of marketing with product design and development in the discovery and satisfaction of customer needs to create better and faster value for customers than do competitors, and solidify a strong relationship with customers. A vital role of marketing in the product design and development process is to bring in knowledge of consumer behavior, business analysis and marketing research to identify and translate consumer needs into potentially viable product/service concepts which can be shaped into value added products through effective cost-quality tradeoffs. INTRODUCTION This paper positions the importance of innovation in product design and development for demonstrating how firms “cross the road” to get from discovering customer needs to satisfying needs. If marketing is centered on the ability of a firm to discover and satisfy customer needs then it becomes imperative to explore the linkage between these two activities. The practice of innovation, design and development is an eclectic mix of structural processes embodied in a creative environment. The challenge in this process is that understanding customers’ needs is often a costly and inexact process. Even when customers know what they want, they often cannot verbalize that information clearly or completely (Thomke & von Hippel, 2002). This suggests that the “need” resides with the customer while the “solution” resides with the firm. The shift towards a more creative economy has been underway for some time. Apple has been the paragon of the creative corporation. Companies throughout the world are deconstructing Apple’s success in design and innovation, and learning the lessons (Nussbaum, 2005). At the core (no pun intended) of Apple’s success are very sound principles that would define many of the leading edge companies that churn out innovative and needsatisfying products. Identifying new product opportunities by successfully translating customer needs into product requirements and developing a product from that concept into mainstream success is the defining mark of an innovative, customeroriented company like Apple. Marketing is at the 83 center of this process as firms engage in the discovery-satisfaction process to create better and faster value for the customer than do their competitors and solidify a strong relationship with their customers as well as their channel partners. The reader might muse about the paper’s title, How the Chicken Crossed the Road. While the age-old question of why the chicken crossed the road elicits a multitude of diverse and often amusing answers, I am writing to describe how the chicken crossed the road. In short, I would suggest very fast, with a plan in mind but with enough creativity to adjust the plan as more information is discovered. In today’s competitive environment, a firm’s marketing task is to translate customer needs into need-satisfying products. Like the chicken, firms need to “cross the road” in the same manner: quickly, with a plan, but with enough creativity to capitalize on the information they gain in “crossing the road.” The interconnectedness between marketing and product design and development is illustrated in FIGURE 1 Marketing-Development Interface: Moving from Abstract Customer Needs to Concrete Products ----------Marketing-Development Interface ----------- Marketer’s First Task: Discover Customer Needs Identify Customer Needs Generate Product Concepts ???????????? Select Product Concept(s) Test Product Concept(s) Marketer’s Second Task: Satisfy Customer Needs Sources: Kerin, Hartley, & Rudelius 2006, Ulrich & Eppinger, 2004 Design
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Marketing Educators’ Association
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PREFACE This volume contains the pr
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Mary Conran, Temple University Debo
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Ethics and Social Responsibility In
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Special Sessions Diverting Traditio
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Linking Marketing Students to the R
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MARKETING EDUCATORS’ ASSOCIATION
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at improving the lives of all Filip
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of the marketing program and streng
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A NEW CONCEPT OF VALIDITY: EVALUATI
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ankings, alumni ratings, and the ra
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simply be utilized to publicly vali
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IS THAT YOUR FINAL ANSWER? IMPROVIN
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THE COMMUNITY AS OUR CLASSROOM: STU
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Learning Outcomes Even more importa
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• recognizing that ideas and huma
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Greek Thought Homer, The Odyssey Ae
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INVESTIGATING PLAGIARISM: CREATION
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ATTITUDES TOWARDS BUSINESS ETHICS A
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week semester, the author is able t
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or she may be ready to appreciate h
Page 43 and 44: RELATIONSHIP MARKETING: A CONCISE C
Page 45 and 46: BENCHMARKING CHINESE BUSINESS EDUCA
Page 47 and 48: NOT LIKE US: WHAT IT MEANS TO BE FO
Page 49 and 50: TABLE 2 Example Frequencies: “Rus
Page 51 and 52: THE MARKETING RESCUE: STRATEGIES TH
Page 53 and 54: PRICE V. QUALITY: THE CONSUMERS’
Page 55 and 56: COLLEGE OF BUSINESS ADMINISTRATION
Page 57 and 58: TARGETING HIGHER EDUCATION TO INTER
Page 59 and 60: understand how the material they tr
Page 61 and 62: IMPROVING GRADUATE BUSINESS EDUCATI
Page 63 and 64: Chew and Mclnnis-Bowers (2004) expl
Page 65 and 66: exchange various opinions and work
Page 67 and 68: Myers, C. B., & Myers, S. M. (2007)
Page 69 and 70: FIGURE 2: Detailed Education Compon
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Page 73 and 74: perhaps even relationships could ch
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Page 77 and 78: ENGAGING STUDENTS IN MARKETING CLAS
Page 79 and 80: or group, are undertaken outside of
Page 81 and 82: caused by group assignments was rai
Page 83 and 84: SOCIOLOGY, ECONOMICS, POLITICS, AND
Page 85 and 86: H8b: The more a student works while
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Page 89 and 90: CROSS-CULTURAL APPROACHES TO SUCCES
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Page 99 and 100: CREATING A COURSE TO INSERT CONSUME
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Page 131 and 132: Browne, W. G. (1995). Living case a
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Page 139 and 140: E-LEARNING: AN INNOVATIVE LEARNING
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APPLYING LESSONS FROM BRAIN SCIENCE
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INCORPORATING WRITING IN THE MARKET
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Variable Operationalization Our var
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TABLE 4 Effect of Revision and Rewr
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A CALL TO ACTION: A RESEARCH AGENDA
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have proficient reading skills, and
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effective way to prepare the next g
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TESTING CLIENT-BASED PROJECTS: WHAT
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ATTITUDES AND PERCEPTIONS OF SOCIAL
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ASSURANCE OF LEARNING AND ASSESSMEN
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Miniano, Carl Mark B...............
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2008 - Marketing Educators' Association

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