Dr. Mark Scott Rosenbaum
Northern Illinois University
Control Marketing Implement Marketing
Plan(s) and Program Plan(s) and Program
Nanotechnology can improve fabrics, making them harder
wearing and more resistant to dirt, water, oils or other chemicals.
Many of these developments are based on what happens in
nature. For example the lotus leaf is covered in nanoscale waxy
“bumps” which causes water to bead and be shed easily (pictured
left). Fruits such as peaches are covered in tiny hairs which
achieve the same effect. By incorporating such features in
manufactured materials they too can be made water and stain
A mass-marketing strategy sees A target market strategy sees
consumers as similar, with the same consumers as different , with
needs and wants. varying needs and wants.
Nanotherapeutics now manufacture
asthma drugs and painkillers as
nanoscale powders which are taken
using an inhaler and are more quickly
absorbed into the body than traditional
methods. VivaGel is a an anti-HIV drug
based on nanoscale particles called
dendrimers. The drug in action is
pictured left, the dendrimer (in blue)
coats cells and prevents the HIV virus
Examples of Channels of Distribution
Retailer Retailer Retailer
the Customer Twitter,
Price of Other Pricing
Competition Price Changes
and Over the Life
Substitutes Price Cycle
Sensitivity and Credit
Cost and Geographic
Demand Pricing Terms
Understanding the Target Market Leads to Good Strategies!
Effort to Satisfy
Build Profitable Offer Superior
Customer Customer Value
Increase Sales to Attract
NanoDynamics - a nanoscale engineering and
materials company - has recently produced golf balls
with nanoscale coating to reduce 'spring' and allow
a truer contact with the club, producing shots that do
not go further, but do travel straighter.
In small groups of 3-4 students, consider that you are
marketing team at NanoDyanmics
You see three target customers. 1) Higher-income,
older golfers who purchase equipment at country
club golf stores. 2) Golfers who purchase products at
sporting good stores. 3) Price sensitive golfers who
shop for products at Amazon.com.
Develop a marketing mix for each target customer.
Product: Will you sell many items or a few items ?
Place: Where will the products be sold? Will your firm
have control over where its products are sold?
Price: Will your customer be price sensitive? More price
sensitive? Less price sensitive? How does the channel
length/complexity influence the price? Please explain.
Promotion: How will the target customer learn about the
golf balls? How can the firm reach the target customer?
Think about the various promotional techniques.
We will discuss the answers in class.