The general consumer is the largest group and also the most conservative of the players. Because of the diverse cultures and education of individuals in the group, the promotion must be treated in a similar to selling a refrigerator, a can of coke or a lottery ticket. It must be simple and moreover rewarding in use, taste or benefits. For the scientist and engineer, the promotion must be more specific and in line with advocating advances in science and technology. They are technically educated and as such most often introduce skepticism in their thoughts. The program should not only be dedicated with a defined budget but must be approached successively with milestones to measure of the progress. These milestones should be marked with demonstrations and not paper studies. Demonstrations are more tangible and encourages support from individuals. For the financier and the politician, the promotion must be towards the potential rewards to their shareholders and constituents. They must answer for their actions and therefore must be convinced of the potential benefits. The process of reaching the results is not as important to them as the product/result. The first step in the promotion of a space solar power program to project an image. A win-win image for the space solar power program should be instilled and graphically advertised. Even in the infancy of the program, small successes or rewards must be presented. The milestones should be short, frequent and strategically predictable. These will help serve to build a strong relationship between the players and space solar power program. Positive successes will eventually lead in establishing a track record. Frequent and predictable successes will help gain public support. Take the example of Apple, the increased use of their computers has been from their image of user-friendliness and competitive price. The mouse and icon format has made a complicated system easy to use. In the price, the initial development cost was absorbed through high unit production and the cost spread out over time. Product identification through logo's, design, colors, etc. provides a tool for the program to network with the public. This enhances the exposure and recognition of space solar power program. As people begin to see advertisements and billboards carrying the insignia, people will begin to communicate and exchange their feelings of the product. As dialogue about the product develops, a communication chain reaction ( domino-effect) may ultimately achieved. This mode of transmittal is the most effective in that it reaches the household more directly and more personally. The partnership must be universal and all-embracing with the players. As with all partnership, it will be a process of give and take. The ideas must be flexible and non-offensive to anyone. We must not take for granted any of the players. They are all part of the space solar power program as we would like space solar power program to be a part of them. We must enhance awareness not only though advertisement but also through dialogue in classrooms, workshops, and hotlines. Education stimulates, encourages and brings greater acceptance and moreover proponents. The support structure can only become stronger when the level of understanding is high. 3.3 Marketing and Financing Schedule The activities concerning marketing and financing have to be prepared over a rather long period in the future. This section deals with how these activities have been scheduled and how they link to the overall program. The explanation for the figures of this section and the symbols used in them is given in Appendix G. This explanation is required to understand the following. The only addition to this is that the finance resource of each of the funding stages is mentioned in the lower left corner of the marketing boxes of Figure 3.6a. Figure 3.6a presents a task schedule with tasks, milestones, dependency lines and durations. There are six phases to be seen in this schedule. Each phase has a certain amount of subtasks which are more or less the same. In order to keep the overview understandable these have been put in
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