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110
Development
Once the product has survived the analysis stage of its life, it changes
from an idea to being a reality. The product now has to be developed,
made, packaged and given an identity of its own. There are three main
stages to consider:
1. Making the product itself will involve a number of different
people, such as research and development staff, designers and other tech-
nical staff. A prototype is made, which is similar to what the end product is
expected to look like and how it should perform. This is tested and, on the
basis of the results, the mass production will be approved or rejected. It is
important to note that, not only does the product have to work, but it has to
do what the marketing department wants it to do.
2. Packaging can be vital. Indeed, in some instances the packaging is
as important as ,the contents! The product may have to t into the standard
image of the company, following its colours or logo. The package must also
be functional and protect the product, or keep it fresh.
3. Giving a product an identity is very important. The brand name
should either help to describe the product or should be a short and memo-
rable one. In some cases it is important to match the brand image with the
market segment very carefully, so that the potential customers see this as a
positive image that enhances its desirability.
Test Marketing
Test marketing is the last chance to rectify any mistakes or miscon-
ceptions about the product or iron out any problems with it. The costs of
launching a product nationally can be astronomical and any problems that
may occur which could affect the long-term chances of the product need
to be eliminated.
The rst major way of testing the product is in a test market. Ef-
fectively, this is a small area of the country, usually coupled with a low
TV advertising cost area like Border TV. The advertising is run in that
area alone and the product or service is available within that area only.
Some products or services are not advertised on TV but perhaps in the
press or on radio only; whatever the advertising media, the principle re-
103
questionnaire which relies mainly on the closed question, with the occa-
sional open question; and the unstructured questionnaire which mainly
makes use of direct and indirect questions.
Structured questionnaires are simple to ll in by just ticking the appro-
priate box; whereas the unstructured questionnaire must rely on the skills
of the interviewer, as the questions themselves are merely a guide to the
direction in which the interview should go.
As a guide for the interviewer with unstructured questionnaires, or a
way to get an answer that is a little more detailed than a simple «yes» or
«no», there are two main techniques which questionnaires often employ to
measure and record the respondent’s attitudes.
Task 1. Reread the text and be ready to answer the following questions and
to make a poll.
1. What is the difference between closed and open questions?
2. Which of the above technique would you use for the following
research problem and why?
to types of advertising that are directed towards them. You have
a week in your disposal to collect the data and to present your
Task 3. Explain in English the following terms and collocations from the text
and use them in the sentences of your own (multiple choice, key
point, respondent, to be given the opportunity, well-trained staff).
Task 4. Choose the correct item.
1. Marketing/market research is the systematic collection and
analysis of facts.
2. There are three main sources of information in which the market
research is
interested/interesting.
3. Questionnaires have different types of questions fall/falling into four
main categories.
4. Having looked/looking at the different types of questions we can
break down the actual types into two basic categories.
5. Structured/structuringquestionnairesaresimpletollin.
6. Like a living thing the majority of products have a limiting/limited
lifetime.
7. These goods and services are much/many more close/closely
related to customers.
