Engineering a Motor Car That Someone Really Wants to Buy

Peter Sampson

From the standpoint of engineering (or designing) products, the case is argued for a marketing research approach that identifies the key needs of different target groups and sets out to match them and satisfy them, within the product offer itself, and via an appropriately-focused communication strategy; determines the brand images of a proposed new product and its main competitors to understand how brands differ and discover what their strengths and weaknesses are; established where and how a new product matches the needs of its target markets on key attributes and how it can best communicate these via a holistic, integrating, discriminating, dynamic and actionable Implicit Model of products, brands, consumers and communication.

Engineering a Motor Car that Someone Really Wants to Buy.

Peter SampsonInfratest Burke European Research Centre, United Kingdom

1. INTRODUCTION

'People think that I can teach them style. What stuff it all is! Have something to say and say it as clearly as you can. That is the only secret of style.' Matthew Arnold 1822-1888

Marketing people in new product development and product design have several specific problems to resolve, that can be categorised under five main headings, concerned with:

  1. recognising a...

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