A holistic approach to product marketability measurements-the PMM approach

Abstract

This paper approaches product marketability from a holistic point of view. The paper presents a systematic and quantitative procedure for the estimation of marketability of high technology products. Guidelines to set up a holistic suite of metrics called product marketability metrics (PMM) are presented. Guidelines are also given to estimate the PMM suite of metrics in different stages of the evolution of the product/service including concept, design, feasibility verification, detailed design and testing, pilot marketing and full scale marketing campaign. The metrics are very helpful for quantitative comparison of multiple schemes of product design, feature packaging and marketing for a given product or product line. The PMM identification and measurement process helps the R&D, manufacturing, marketing and corporate managers to not only make a GO/NO GO decision on a product, but also lets them routinely verify/monitor the PMM goals and steer their respective organizations to meet the target PMM goal.<>