Title
The Marketing-product Development Interface -Information Acquisition for Product Development-
Abstract
In the traditional company marketing approach, marketing people
concentrated on how to sell the enormous volume of products, and how to
achieve specific quotas based on the human relationships with clients built
up by individual salesmen. On the other hand, the main concern
of today's leading companies is "intelligent marketing".
Here, a "total solution-oriented business" is important, which
not only involves selling products, but also gathering information from
clients and making business proposals to clients. Here, by focusing particularly
on marketing as a link to the market, we shall show that if there is poor
interfacing with product development, this marketing strategy will not
succeed.
@The question and topic addressed by this research was the marketing-product
development interface in the context of what product strategy we should
introduce in an uncertain market. The hypotheses we introduced were
based on two points. First, concerning the hypothesis that "marketing
information is useful in product development", the answer was negative.
Next, concerning the hypothesis that "the value of marketing information
varies depending on the product development process", the hypothesis
was corroborated, and we found that the information required for new product
development does have different requirements for each process and new product
type. We found that new product development processes and new product
types are intimately related to the need for acquiring information and
the effect of decision-making.
Munehiko ITOH
Research Institute for Economics and Business
Administration
Kobe University
Rokkodai-cho, Nada-ku, Kobe
657-8501
Japan
Phone: (81) 78 803 7036
Fax:
(81) 78 803 7059