Week #3: Discussion results

1. Week #3: Discussion results Deeply thinking on Marketing Engineer Group #33 Group member: TianhaoHan Ximeng Sun(Susie) Xing Cao(Star) Zhuoran Yang

3. Primary objective • Case studying on marketing engineer. • However, it is hardly to find one.

5. Discussion • Why we need marketing engineer? • What role does a marketing engineer played? • What are the differences between marketing engineer, marketing person and sales man?

6. Results • Companies design products. • Marketing people find customers. • Marketing engineers talk to customer. • Customers talk to sales people to buy product.

7. Why it is hardly to find cases? • What marketing engineers do is between marketing groups and technical groups. They need to talk to customers directly. Most of the conversation between customers and marketing engineers are top secrets in a company.

9. Final objective • Finding typical marketing engineers’ examples. • Study from those successful “marketing engineers”.

10. Typical marketing engineers • Steve Jobs • Bill Gates • Akio Morita

11. Steve Jobs (February 24, 1955 – October 5, 2011) Succeed in iPhone After great succeed of iPod. Steve started to consider about next step. Steve explained to the Board that Since mobile phones were beginning to be equipped with cameras, the digital camera market was rapidly shrinking. Same situation may also occur in iPod. If manufacturers started to put music player in phone devices, everyone would rather carry a cell phone than iPhone. So mobile phone would be the one which could grab their market. Another reason to begin iPhone project was the potential market. In 2005, worldwide sales of mobile phone was over 825 million. The consumers were from primary school students to grandparents. Since most design of cell phone was ugly, a high-quality and fashionable one would have a large market, just like the opportunity in portable music player market before.

12. Steve started to work with different people. Discussing about his so-called ”IPHONE” • The discussion included Multi-Touch technique; not using physical keyboard; different material for the body of phone; all the design of software, etc. • From 2005, Steve and his team spend two years to finish all their job. On January 2007, iPhone was first shown to all the press. • Till the end of 2010, Apple has sold 90 million iPhones. Its profit share of the global mobile phone is more than half of the market’s total profit.

13. Typical marketing engineers • Steve Jobs • Bill Gates • Akio Morita

14. Akio Morita1/26/1921－10/3/1999 The co-founder of SONY Corporation ranked 87th on the 2012 list of Fortune Global 500 one of the leading manufacturers of electronics products for the consumer and professional markets Born in the village of Kosugaya, Japan Graduated from Osaka Imperial University with a degree in physics

15. 1946 -- Morita founded Tokyo Telecommunication Engineering Corporation • 1949 – Developed magnetic recording tape(sold in 1950) • 1957 – produced a pocket-sized radio • 1958 – rename company to SONY • 1960 – enter into market of America ,release world's first fully transistorized Television TV-8-301 • 1961– first Japanese company to be listed on the New York Stock Exchange, first Tape Recorder TC-777 • 1963 – first Video Recorder PV-100 • 1964 – first Radio EFM-117J • 1988 – buy CBS Records Group • 1989– buy Columbia Pictures Entertainment

16. Question time.

17. Thank you for your listening!