In the section about targeting markets, the main point of the tutorial is to teach its learners how to choose their customers. It identifies the market as all entities qualified to procure a companys products or services. The chapter then goes on to describe how to identify the right market. It also teaches how to segment a companys markets through different variables depending on the need of the company, identify and choose which from segment the company would benefit most, developing a marketing strategy in order to get to their target markets, and finally, how to position a product in order to have more appeal to the consumers with the perception that they hold about the productservice the company has.
Product decisions discusses about product decisions. It categorizes consumer products according to convenience, shopping, specialty, emergency and unsought products. As for business products, it categorizes them as raw materials, processed materials, equipment, basic components, advanced components, product components, and maintenance, repair and operating products. The tutorial tells the learner that decisions are often based on core benefits, actual product, and augmented product. Designing the product in order for it to become sellable is seen in the consumable product features, branding, packaging, and labeling. These bases of decision are tied to the consumers psychology that entices them to buy.
Finally, managing products deal with the roles of those involved in product management, branding strategies, product development, and adjusting product decisions. Those in product management are separated into four levels according to the number of items they are responsible for (product item, brand product line, category product line, and product mix). The process in developing new products (idea generation, screening, concept development and testing, business analysis, product and marketing mix development, market testing, and commercialization) is also discussed as well as how they are obtained. Finally, the topic ends with managing existing products, which deals with adjusting the products marketing strategy with reference to customer tastes, domestic and foreign competitors, economic conditions, and technological advances.
The tutorial is effective in a sense that it takes the learner through a step by step process in understanding the definitions of terms, what the different topics are about, and gives the learner an idea on how to apply the process in real marketing situations. The tutorial is also effective because it is simple and easy to understand. It also breaks down complicated topics and lays them out in an easy-to-understand manner. However, the only problem with the tutorial is that it lacked examples of real life situations to which the approaches were used, especially since examples often makes everything clearer and makes the whole presentation have more real life applications and not just theoretical things that can be skipped in the whole process of marketing a productservice.
In relation to information and information systems, and the issues associated with it, there are a few I found. The tutorial, though focused on marketing also has aspects that involve the production side of business. In this case information exchange and communication is very valuable between these two departments. Also, it is apparent that any decision by marketing is communicated to the whole organization since, apparently, they set the tone for the direction the whole company takes when it comes to bringing in money for the company.
Advice related to marketing and communication passed onto an IT manager would be to integrate a database and communication scheme between marketing and production. It is also advised that IT managers have a system that would tie information from different teams of marketing into one large database for easy access among its members. Finally, a sophisticated tracking of products for the purposes of research that will aid marketing decisions is important in carrying out the different methods discussed in the tutorial.
Product decisions discusses about product decisions. It categorizes consumer products according to convenience, shopping, specialty, emergency and unsought products. As for business products, it categorizes them as raw materials, processed materials, equipment, basic components, advanced components, product components, and maintenance, repair and operating products. The tutorial tells the learner that decisions are often based on core benefits, actual product, and augmented product. Designing the product in order for it to become sellable is seen in the consumable product features, branding, packaging, and labeling. These bases of decision are tied to the consumers psychology that entices them to buy.
Finally, managing products deal with the roles of those involved in product management, branding strategies, product development, and adjusting product decisions. Those in product management are separated into four levels according to the number of items they are responsible for (product item, brand product line, category product line, and product mix). The process in developing new products (idea generation, screening, concept development and testing, business analysis, product and marketing mix development, market testing, and commercialization) is also discussed as well as how they are obtained. Finally, the topic ends with managing existing products, which deals with adjusting the products marketing strategy with reference to customer tastes, domestic and foreign competitors, economic conditions, and technological advances.
The tutorial is effective in a sense that it takes the learner through a step by step process in understanding the definitions of terms, what the different topics are about, and gives the learner an idea on how to apply the process in real marketing situations. The tutorial is also effective because it is simple and easy to understand. It also breaks down complicated topics and lays them out in an easy-to-understand manner. However, the only problem with the tutorial is that it lacked examples of real life situations to which the approaches were used, especially since examples often makes everything clearer and makes the whole presentation have more real life applications and not just theoretical things that can be skipped in the whole process of marketing a productservice.
In relation to information and information systems, and the issues associated with it, there are a few I found. The tutorial, though focused on marketing also has aspects that involve the production side of business. In this case information exchange and communication is very valuable between these two departments. Also, it is apparent that any decision by marketing is communicated to the whole organization since, apparently, they set the tone for the direction the whole company takes when it comes to bringing in money for the company.
Advice related to marketing and communication passed onto an IT manager would be to integrate a database and communication scheme between marketing and production. It is also advised that IT managers have a system that would tie information from different teams of marketing into one large database for easy access among its members. Finally, a sophisticated tracking of products for the purposes of research that will aid marketing decisions is important in carrying out the different methods discussed in the tutorial.
No comments:
Post a Comment