Scribd
Upload
14 views5 pages

BTF Part 7

The document discusses the impact of technology on marketing management, emphasizing the importance of market segmentation to tailor marketing mixes for different customer groups. It outlines various marketing orientations, including marketing, sales, production, and product orientations. Additionally, it defines operations management and introduces the Four Vs of operations: volume, variety, variation in demand, and visibility.

Uploaded by

ngochuongotuon
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
14 views5 pages

BTF Part 7

The document discusses the impact of technology on marketing management, emphasizing the importance of market segmentation to tailor marketing mixes for different customer groups. It outlines various marketing orientations, including marketing, sales, production, and product orientations. Additionally, it defines operations management and introduces the Four Vs of operations: volume, variety, variation in demand, and visibility.

Uploaded by

ngochuongotuon
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 5

2.2.1.

Marketing management
❖ The effect of technology

- All aspects of marketing products are increasingly affected by advances


in technology, especially by intelligent system.

- Example:

4/3/2024 31
2.2.1. Marketing management
2.2.1.2. The marketing mix and segmentation

- Market segmentation: The division of the market into homogeneous groups of


potential customers who may be treated similarly for marketing purposes.

- This segmentation allows the organisation to vary its marketing mix to each of the
segments it caters for.
Segment of market Target segment by placing most emphasis on

High income groups Promotion – to create the image of quality status

Families with children Product – size, safety

Low income groups Price – low Product – reliability economy

4/3/2024 32
2.2.1. Marketing management
2.2.1.3. Marketing orientation and its alternatives

- Marketing orientation: A marketing-oriented business is one which


accepts the needs of potential customers as the basis for its operations.
Its success is seen as being dependent on developing and marketing
products that satisfy those needs.

- Sales orientation

- Production orientation

- Product orientation

4/3/2024 33
2.2.2. Operations and production
2.2.2. Operations and production

Definition:

Operations (or production) management: Creating as required the goods


or services that the business is engaged in supplying to customers by being
concerned with the design, implementation and control of the business’s
processes so that inputs (materials, labour, other resources, information) are
transformed into output products and services.

4/3/2024 34
2.2.2. Operations and production
Four Vs of operations: Volume, variety, variation in demand and visibility.

- Volume: operations differ in the volume of inputs and the volume of outputs.
▪ High volume
▪ Low volume

- Variety: refers to the range of products or services an operation provides, or


the rang of inputs handled.
▪ High variety
▪ Low variety

4/3/2024 35

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy