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Alternatively, I have been involved in the
marketing of technical products where some of the more basic requirements for a
successful product are overlooked or ignored - usually because the feature the
customer would like to see is not a technical feature.
An example here
is where I was involved with the marketing of the installation of security
products such as burglar alarms. In the company, dominated by engineers, the
product supplied was sometimes over specified and yet the time spent with
customers explaining the way it worked was minimal.
And on many occasions the
customer was left with either no instruction booklet at all or was left with a
document that more resembled a technical manual! All the customer really needed
was something which sets out in layman's terms exactly how to use the product. |