GAB'S ROOM

Customers can help companies improve new product development by contributing ideas and selecting ideas for possible new offerings. For example, Unilever uses this concept. They have an  Open Innovation portal for collecting new ideas from people. There are some steps involved in co-creation, customers must submit contributions, and firms select a few valuable contributions from a larger set. There are types of co-creation: Firm-led : Submission and tinkering Customer-led : Co-designing and collaborating.  This customer co-creation is challenging for firms since there are some risks of using this concept. From the contribution step, how many customers are giving attention to a product? Customers have little incentive to spend their time giving ideas to companies. Also, many co-creation efforts fail due to low submissions. From the selection step, customer co-creation is challenging because most submissions are not very useful (too expensive, etc.). Firms must reject customer's...

After we know about marketing in a digital world  from previous article, now this article is about product. A product is anything customers need or want. A product can be a service, idea, or goods. When marketers sell a product, the important thing is about positioning the product.  Product development Firms need to develop their product to fulfill customer's needs. Firms always need innovations. Innovation is a critical element in the success of a product. More innovative firms typically enjoy market success. There are two types of innovation, radical innovation, and incremental innovation.  Radical innovation  disrupts traditional practices. On the other side,  incremental innovation  focuses on improving an existing product. To do innovation and development, firms need a cross-functional team ((manager from marketing, sales, operations, R & D). Now, how to develop products? Discovery - Idea screen - Scoping - Business case and plan - Development - Te...

According to AMA (American Marketing Association), Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Marketing is also the enactment of a mutually beneficial exchange between two parties (seller and buyer).  Two factors make marketing quite challenging for both firms as well as consumers. First, customers often don't know what they want and maybe uncertain about the degree to which a particular product will meet their needs. Second, there are typically many firms offering competing products that appeal to the same customers.  To resolve those problems, the marketing developer made the 4 P's concept. The concept of the 4 P's was introduced way back in 1960 by professor Jerome Mc Carthy and Michigan State University. The 4P's are:  1. Product 2. Promotion 3. Placement 4. Price The 4P's known as the "marketin...

Beberapa buku teks Amerika Utara mengidentifikasi harmoni individual dari tingkatannya pada tangga nada tertentu. Tujuh angka Romawi mengindikasi “root” dari kunci tertentu dan tambahan angka Arab mengindikasi variasi posisi (inversi) dari harmoni (dalam tradisi figur bass).  Contohnya; I   = tonika dalam posisi root V6= dominan inversi pertama  Beberapa teoris menyadari bahwa angka romawi tidak bisa mendefinisikan tujuh harmoni dengan lengkap, mereka justru mengemukakan klasifikasi harmoni menjadi tiga bagian yakni fungsi harmoni, tonik-dominan, dan pre-dominan.  1. Tonik harmoni termasuk akor I dan IV dan berbagai variasi posisinya 2. Dominan harmoni termasuk akor V, dan VII dan berbagai variasi posisinya. Akor III dapat berfungsi sebagai subtitusi dominan dalam beberapa konteks.  3. Pre dominan harmoni termasuk akor IV, II, bII, secondary dominan dari dominan (seperti V7/V) dan variasi akor “augmented-sixth”  Beberapa buku teks membedakan kual...