1. TECHNOLOGY PUSH / MARKET PULL MARKETING OR SELLING MARKET TYPES
HIGHER PRODUCT DESIGN
TECHNOLOGY PUSH / MARKET PULL
MARKETING OR SELLING
MARKET TYPES

2. Technology Push / Market Pull
The introduction of new technology can aid the production of a new product.
The Designers / Manufacturers are ‘pushing’ the new product on to the market, telling the consumer that they want or need it.
Technology push can be the result of several things:
New materials / improved properties.
New methods of manufacture = better aesthetics, cost, environmental benefits.
Smaller components = miniaturisation
Improved technology = quicker, more powerful, more efficient.

3. Technology Push / Market Pull
This is when the consumer demands from the designer / manufacturer.
The consumer is encouraging the designer / manufacturer to produce products that they want, ie ‘pulling’ the products towards the market.
Examples of consumer demand are:
more environmentally friendly products
fashionable products
up-to-date technology

4. Technology Push / Market Pull
REVISION QUESTIONS
Describe what is meant by the terms ‘Technology Push’ and ‘Market Pull’.
Name two products that you feel have been designed as a result of each of these strategies.

5. Marketing or Selling
Marketing can often be confused with selling or advertising as these are the two visible components of Marketing, eg TV commercials, newspaper adverts, telephone sales and so on.
Marketing involves so much more:
assessing customer needs
market research
developing products that provide superior value
offering consumer benefits
distributing
pricing
promoting

6. Marketing or Selling
Designing products that offer benefits to the consumer and marketing them well are the keys to success.
Not only do you have to come up with the new innovative product, you have to market it in a way that shows its benefits to the consumer, making them want to but it.

7. Market Types There are two types of market: Buyers’ Market
Sellers’ Market
BUYERS’ MARKET
The consumer has a choice of similar products because of companies in direct competition with each other.
SELLERS’ MARKET
Companies disregard consumer wants and focus on only their production.
This will only be successful if there is little of no competition,

8. Marketing or Selling REVISION QUESTIONS
Describe what you think the differences are between marketing and selling.
Explain what is meant by the term a ‘sellers’ market’.
Visit to find out more about BMW’s marketing policy.