Marketing is the customer?

K

KatyLayne

#1
#1
Our company designs and manufactures computers and software. Although we do some semi-custom work for customers, most of our standard advertised products are designed from a "concept" developed by the head of our company (who is also an engineer). His concepts come from some general industry research, but mostly "gut feelings" about what the customer needs. It has proven successful to date.

Two questions here: 1) How do we identify the customer's requirements for these standard products? We do develop a marketing specification for each product with performance and reliability requirements. I am being told that "Marketing" is the customer in this case and that it should be designed and manufactured to meet Marketing's requirements.

2) Will this fly with ISO? Shouldn't we be defining and documenting the end user's needs? What is the consequence (with respect to the new standard) of not having a solid market-research program in place? How do you document "gut feelings?"

Katy (smack dab in the middle of ISO transition).
 
Elsmar Forum Sponsor
M

M Greenaway

#2
#2
Katy

Dont worry too much. Marketing is a bit of a black art that ISO9001 doesnt really go anywhere near.

The bit about establishing customer requirements is quite simple if you have a standard product, as in effect you are telling the customer what you have and they are saying if they want it or not. Its a bit like ordering from a catalogue, if the customer quotes your part number or model then that is all you need to determine with regard to the product.

New product developement should perhaps consider the markets needs, however this does not have to be a formal system. Under audit your top guy might be asked how he establishes his 'gut feeling' of the market, it will probably transpire that he has a lot of contact with his customers, reads certain trade journals, visits trade exhibitions, etc. If he can actively demonstrate this then a formal market research campaign is unnecessary.

Just my thoughts.
 
Claes Gefvenberg

Claes Gefvenberg

Admin
#3
#3
What it really boils down to must be that you and the customer have agreed on the specifications. As you have one for each std product I don't expect that to be a problem.

As for the end users, I suppose their needs must be conveyed by marketing. If not, you'd be out of buissness, right?

/Claes
 
S

s_warin

#4
#4
Requirements for the product

Produce the product as the customer required is good thing to practice. As a producer you have to determine (7.2.1, ISO 9001:2000) a) requirements specified by customer, b) requirements that are specified or intended use, c) statutory and regulatory requirements related to the product, and d) any additional requirements determined by the organization.

As a marketer you have to, not only do as the market needs but also, create the want to the market.
 
You must log in or register to reply here.
Thread starter Similar threads Forum Replies Date
K Does ISO 13485:2016 - 7.2.3 Customer Communication include Marketing? ISO 13485:2016 - Medical Device Quality Management Systems 1
E Marketing and Sales involvement in 8.2.1 Customer Satisfaction ISO 9000, ISO 9001, and ISO 9004 Quality Management Systems Standards 5
L Product Specification trace back to the Customer Specification from Marketing 21 CFR Part 820 - US FDA Quality System Regulations (QSR) 2
S Customers an Extension of the Sales Force? Customer Specific Marketing Material Quality Manager and Management Related Issues 3
A Marketing Survey Analysis of Customer Surveys using Minitab Using Minitab Software 1
H Lean Office and Office Layout - Sales, customer service, marketing, accounting, HR Lean in Manufacturing and Service Industries 4
M Where is (waldo) the customer? Providing consultancy for a "Marketing Company" ISO 9000, ISO 9001, and ISO 9004 Quality Management Systems Standards 1
BeaBea Interesting Discussion Where Does Marketing/ Advertisement of Products fit in to ISO 9001? Process Maps, Process Mapping and Turtle Diagrams 39
T Marketing sticker for Medical Device outer box? EU Medical Device Regulations 8
D Not a SaMD - How to be submitted for marketing authorization in EU and USA CE Marking (Conformité Européene) / CB Scheme 5
J Literature Review (marketing etc) ISO 13485:2016 - Medical Device Quality Management Systems 1
M Informational US FDA final guidance – Marketing Clearance of Diagnostic Ultrasound Systems and Transducers Medical Device and FDA Regulations and Standards News 0
E MDR Article 117 / Impact to New Marketing Authorization Applications Other Medical Device Regulations World-Wide 1
J Medical Device re-classification and marketing ISO 13485:2016 - Medical Device Quality Management Systems 13
J Marketing and promotional materials - EU and MDR Specific EU Medical Device Regulations 11
J Control of Medical Device Marketing and Promotional Materials - EU regulation EU Medical Device Regulations 20
M Include IFU in Class II Medical Device Marketing Brochure? US Food and Drug Administration (FDA) 2
M Translation requirements for marketing materials Other Medical Device Regulations World-Wide 1
F Marketing a single medical device with multiple indications Other US Medical Device Regulations 4
S Marketing in one of the MDSAP countries ISO 13485:2016 - Medical Device Quality Management Systems 0
A ISO 9001:2015 Implementation for Marketing and Sales Companies ISO 9000, ISO 9001, and ISO 9004 Quality Management Systems Standards 1
I FDA Marketing Claims - What is and isn't allowed Other US Medical Device Regulations 3
Wes Bucey Inspection - Done right, it can be a marketing advantage Manufacturing and Related Processes 3
P Requirements for Marketing Collateral for product distributed by another company 21 CFR Part 820 - US FDA Quality System Regulations (QSR) 2
D Japan Rules for Marketing Authorization Holders Japan Medical Device Regulations 1
J0anne MOC - Sterile Medical Device Marketing - India Other Medical Device Regulations World-Wide 1
S Auditing Sales and Marketing Processes and Technical Support Canada Medical Device Regulations 2
A Can anyone share as an example of SOP for Marketing Process ISO 13485:2016 - Medical Device Quality Management Systems 1
A SOP for Marketing Process for a Medical Devices Manufacturing Company wanted ISO 9000, ISO 9001, and ISO 9004 Quality Management Systems Standards 1
C Medical Device Marketing vs. Placing Product on the Market EU Medical Device Regulations 8
V Use of non consensus ISO standards in Marketing Material 21 CFR Part 820 - US FDA Quality System Regulations (QSR) 11
R Product Name when Marketing four components as part of one product EU Medical Device Regulations 3
G More than one Marketing Authorization Holder (MAH) in Japan Japan Medical Device Regulations 2
J Declaration required for MD First Marketing in UK, DE, CH, BE and NL EU Medical Device Regulations 11
R Class II Medical Device - Marketing vs. Indication For Use (IFU) ISO 9000, ISO 9001, and ISO 9004 Quality Management Systems Standards 4
B Seeking help in writing marketing message Career and Occupation Discussions 12
M FDA Submission Consultancy - Registering and marketing our products in the US 21 CFR Part 820 - US FDA Quality System Regulations (QSR) 2
T ISO 9001 for Advertising and Marketing Agencies ISO 9000, ISO 9001, and ISO 9004 Quality Management Systems Standards 2
sridharafep Logo Marking for Marketing purpose - ISO 9001, ISO 14001 and OHSAS 18001 ISO 9000, ISO 9001, and ISO 9004 Quality Management Systems Standards 1
M ISO 13485 as a Marketing Tool for a Distribution Company ISO 13485:2016 - Medical Device Quality Management Systems 9
W How to find a good D-MAH (Marketing Authorization Holder) for Japan Japan Medical Device Regulations 2
M Significant FDA Medical Device Marketing Shift... 21 CFR Part 820 - US FDA Quality System Regulations (QSR) 10
S Regulatory Value of Commercial Documents (Brochures, Marketing Leaflets, etc.) EU Medical Device Regulations 2
L Marketing Class I Medical Devices before being listed in FURLS Other US Medical Device Regulations 3
J Controlled Document Requirements for Marketing Materials Document Control Systems, Procedures, Forms and Templates 1
A How Much Validation is needed for OTS Software - Marketing material only 21 CFR Part 820 - US FDA Quality System Regulations (QSR) 2
B Refurbisher (re-loader) of OEM X-Ray Tubes - Marketing to Canada ISO 13485:2016 - Medical Device Quality Management Systems 1
J Requirements for marketing collateral translation into local languages in Europe? EU Medical Device Regulations 3
C Do EU policies dictate Nutritional Product Marketing Content? EU Medical Device Regulations 3
S How to Audit our company Marketing Process Internal Auditing 7

Similar threads

Top Bottom