Backing into the system: from the marketing concept to human factors in product design

Abstract

Perceiving products as tangible representations of essentially intangible services, consumer satisfaction can be said to come from the consumption of services rather than products. The needs for such services are backed into the organization through a network of internal clients while managing the unique characteristics of intangible services. The effectiveness of the organization in meeting the ultimate market needs depends on its ability to service these internal clients. This process can be facilitated by managing the internal marketing mix composed of the variables service, cost, structure, and communication. Economists are clients before they can be good service providers. In order to market ergonomics effectively, ergonomists must be in a position of responsibility and authority. Only then can they provide their clients with expertise that is critical to the development and marketing of superior service packages. Marketing of ergonomics is not an isolated question of ergonomics in product design. It...