Beruflich Dokumente
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Chapter 1
Business Considerations
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Confidential and Proprietary
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Marketing Strategy
Section B:
Design the Supply Chain Mass Marketing
“ the strategy of sending the same message to all
potential customers”
Chapter 1:
Business Considerations
Niche Marketing
“used to design messages to be especially appealing
Topic 1: Market, Financial to one or more market segments”
and Product Research and
Modeling
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Market Research Demand Creation Was: products identical to all Promotion Price
• Finding markets • From latent to actual demand customers; item generated need.
Placement
– Does anyone care? • Educating customers Is: dynamic; customer need is basis.
• Analyzing markets – Product/brand awareness
takes a long time. Designed to be customizable for segments.
– Who, where, when, why,
what, how many? – Use feedback to modify Customer care is an implied or explicit product.
• Refining product design approach/budget.
• Educating SC partners Customized design, manufacture, promotion,
– Strategic price.
– Persons who design, build distribution, sales methods, and customer care
– Include features with
positive contribution margin. transport, or sell product. training.
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Strategic decision based on Promotion Price How product/service gets to Promotion Price
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Promotion Price
“The stages of new product goes through the beginning to end i.e. the
Placement
stages that a product passes through from introduction to through growth”
Segmentation of promotions.
Creation of brand • Development
image (name, logo
and image). • Introduction
Customer-
• Loyalty from driven Cost-effective • Growth
product to promotional customization of
provider. activities • Maturity
advertising materials.
• Trust they will be • Decline
taken care of.
• Single failure
can undo. Research and analysis: study
buyer motivation and behaviors.
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Product design
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Make-to-stock Make-to-order
Low products products
Topic 3: Product Design for
Low
Demand High New Products or
Uncertainty
Requirements
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Chapter 2:
1: 2: 3: 4:
Multiple Semi- Integrated Extended
Supply Chain Design dysfunction functional enterprise enterprise
enterprise
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Nucleus firm
Potential partners
Collaboration meetings
Partners
Teams Technology audits
Executive team
Technical foundations
Technology team
Pilots
Inventory team Delivery team
Buying team Making team Selling team
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