Product/Service Management

offbeatnothingΛογισμικό & κατασκευή λογ/κού

2 Δεκ 2013 (πριν από 3 χρόνια και 4 μήνες)

76 εμφανίσεις

3.01
-
A

Product/Service

Management

Intro


Who is responsible for the last product you
bought?



Did you know…..


-
It took over 3 years to develop Google’s
search engine


-
It took over 4 years to develop the famous
chicken sandwich at Chick
-
fil
-
a

Product/Service Management


Product/Service Management is a
marketing function that involves
obtaining
,
developing
,
maintaining
, and
improving

a product.

Product/Service Management


Factors affecting Product/Service
Management:


1. Customer Needs and Wants

2. Company Goals and Strategies

3. Cost and Available Resources

4. Competition

5. Product Itself

6. Government Regulation

7. Stages in Life Cycle

8. Business and Economic Trends

Product/Service Management


What are Benefits to Product/Service
Management?

-
Offer products consumers want and

company’s profits increase

-
When developing the right products, a

company can gain new customers

-
When products are well managed there is

less of a chance for failure

Product/Service Management


What role does Product/Service Management
play in Marketing?

1.
Affects positioning of product

-
what image do you want to create about the product in

the minds of consumers?

2. Improves product success

3. Gives product an image



-
what impressions do you have of certain brands



Product/Service Management


Who is responsible for managing
product/service management?

-
Several employees of a company, certain departments, 1 employee
or just the boss. Normally depends on size of company.



3 Main Phases of Product/Service


Management

1. Developing New Products

2. Monitoring Existing Products


-

Sales, Profit, Market Share

3. Eliminate Weak Products

Sources


Marketing Essentials


MBA
-
LAPS
-
PM
-
017
-
SP

Product/Service Management (PSM)

Unit 3.01


Gum for
THEM



Students worked in groups of three of the same
sex. They had to create a
brand new
pack of gum
for the opposite sex.


Create an in depth 10 question survey to better
determine what type of gum will best interest the
opposite sex.


Based on their results create a pack of gum
and make a mock up.


It’s flavor, its packaging


Position the product


What is it’s image?

3.01
-
B

Product Life Cycles

Intro


What is a product that has been around for as
long as you can remember?



How has it changed over the years?

Product Life Cycle


Product Life
C
ycle

represents the stages that a
product goes through during its life.



There are 4 Stages of Life Cycle:

1. Introduction

2. Growth

3. Maturity

4. Decline

Product Life Cycle


What are the goals of the Introduction Stage?




To increase product awareness



Get the customer’s attention thru promotion



Lots of special promotion



During Growth Stage:



Customers are aware of product, sales increase



Companies focus on customer satisfaction



Competition starts from other companies

Product Life Cycle


What happens during Maturity Stage?


The product’s sales level off. More money is
spent on competition during this stage.




Discussion: Have class to choose a mature product



Discuss how company is managing:


1. Competition


2. Advertising


3. Distribution


Is it only sold at 1 place


4. Other Strategies they have put in place

Product Life Cycle


During the Decline Stage:


Sales start to decline. A company must decide to
alter the product, discount, or discontinue
product.

Product/Service Management (PSM)

Unit 3.01


Gum for
THEM



Students worked in groups of three of the same
sex. They had to create a
brand new
pack of gum
for the opposite sex.


Create an in depth 10 question survey to better
determine what type or gum will best interest the
opposite sex.


Based on their results create a pack of gum
and make a mock up.


Create it’s flavor, its packaging


Position the product / image


What’s the predicted life cycle?

3.01
-
C

Technology in
Product/Service
Management

Intro


Describe the use of technology in
Product/Service Management

Technology in Product/Service
Management


Applications of Technology in Marketing:



1. Point
-
of
-
Sale Systems

2. Interactive Touch Screen Computer

3. Interactive TV

4. Customer Relationship Management

5. Enterprise Resource Planning Systems

6. Internet

Technology in Product/Service
Management


Point of Sale



Scanners at cash registers, touch screens, hand
-
held devices at


checkout



Example: Kiosks



Interactive Touch Screen Computers



Interactive TV



Where TV is like a computer
-

order movies, click on Ragu for


recipes, order food

Technology in Product/Service
Management


CRM
-

Customer Relationship Management



A customer can track an order. The CRM or business can track


customer satisfaction



ERP
-

Enterprise Resource Planning



Software that allows all parts of the company’s management to be


integrated



Internet



Wi
-
Fi



Search Engines



E
-
mail



E
-
commerce

Technology in Product/Service
Management


Interactive TV helps marketers to develop a
database of their uses



This database analysis helps see the


customer’s reaction to products



They are testing Interactive TV for promotion

Product/Service Management (PSM)

Unit 3.01


Gum for
THEM



Students worked in groups of three of the same sex.
They had to create a
brand new
pack of gum for the
opposite sex.


Create an in depth 10 question survey to better
determine what type or gum will best interest the
opposite sex.


Based on their results create a pack of gum and make
a mock up.



Create it’s flavor, its packaging


Position the product / image


What’s the predicted life cycle?


Incorporate technology in PSM?

3.01
-
D

Ethical Considerations in
Product Packaging

Ethical Considerations in Product
Packaging



Business Ethics in Product/Service
Management



Ethical Considerations in Product
Packaging


Why do you think companies package and
label their products?

Answer: Create a good impression


Help sell product


Communicate benefits



Concerns for Product Packaging?


Product Safety
-

Glass now plastic



Tamper
-
resistant packages



Airtight containers for foods



Wasteful packaging



Switching for spray cans and pumps

Ethical Considerations in Product
Packaging


Product labeling must inform customers about
a product’s contents and give directions for
use.

1. Must have name of manufactures

2. Quantity of contents

3. Nutritional info

4. Health claims are the same on all products; light, fat free, etc.

5. Warnings on products like alcohol and cigarettes

6. How to care for clothes

Ethical Considerations in Product
Packaging


In order for a product to say recycled it must
show proof that it is retrieved a certain
amount of scraps.



For a food to be organic it must meet certain
standards

Ethical Considerations in Product
Packaging


What happens when a company fails to inform
customers about product risks?

1.
Company can get sued

2.
Harm to customer



What is Planned Obsolescence?



Making products that are known to not last long, or change, so that
people will need to replace them



Example: Cell phones are always coming out with newer functions and it
makes consumers want to purchase the new and improved cell phone


Product/Service Management (PSM)

Unit 3.01


Gum for
THEM



Students worked in groups of three of the same sex.
They had to create a
brand new
pack of gum for the
opposite sex.


Create an in depth 10 question survey to better
determine what type or gum will best interest the
opposite sex.


Based on their results create a pack of gum and make
a mock up.



Create it’s flavor, its packaging


Position the product / image


What’s the predicted life cycle?


Incorporate technology in PSM?