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Technology in Product/Service Management. Intro Describe the use of technology in Product/Service...
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Transcript of Technology in Product/Service Management. Intro Describe the use of technology in Product/Service...
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Technology in Product/Service
Management
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Intro
• Describe the use of technology in Product/Service Management
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How technology is used to manage the product life cycle
• Technology provides a shared platform for collaboration among product
• The product lifecycle management (PLM) software market is evolving rapidly and growing fast.
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How technology is used to manage the product life cycle
• Product Lifecycle Management (PLM) Systems enable technology for PLM to integrate people, data, processes, and business systems and provide a product information backbone for companies and their extended enterprise.
• Techonology allows integration of these tools with methods, people and the processes through all stages of a product's life
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How technology is used to manage the product life cycle (cont.)
• Data Mining and Data Warehousing are two technology components which are collectively used for deriving valuable pieces of knowledge (in form of trends, patterns and rules) from hoards of data.
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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
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Technology in Product/Service Management
• Applications of Technology in Marketing:
1. Point-of-Sale Systems
2. Interactive Touch Screen Computer
– Scanners at cash registers, touch screens, –hand-held devices at checkout
– Example: Kiosks
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Technology in Product/Service Management Continued
• 3. Interactive TV
• 4. Customer Relationship Management
– Where TV is like a computer- order movies,click on Ragu for recipes, order food
– A customer can track an order. The CRM orbusiness can track customer satisfaction
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SIDE NOTE – Interactive TV
• 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
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Technology in Product/Service Management Continued
5. Enterprise Resource Planning Systems
– Software that allows all parts of the company’s management to be integrated
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Technology in Product/Service Management Continued
6. Internet– Wi-Fi– Search Engines– E-mail– E-commerce
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Product Labeling & Packaging Technology
• Some packages and labels also are used for track and trace purposes
• Food packaging protects and preserves food. A range of materials can be used for packaging, some of which are environmentally friendly. Labels carry information for the consumer. Some of this information is required by law.
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• A pack of pork from Tesco is labelled with a sticker that says "No Carbs per serving". This is clearly aimed at people on a low-carbohydrate diet.
Product Labeling & Packaging Technology (cont.)
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Packaging Functions & Technology
• to preserve the product
• to protect the product from damage
• to make the product more attractive to the consumer
• to make it easier to transport the product
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Packaging Technology
• Prototype Coca-Cola bottle, 1915.
• Later revised for better stability
• And mass production
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Packaging (cont.)
•What other packaging does Coke Cola use?
•WHY?
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How technology is used in market testing
• Virtual store simulations can be an indispensable tool for understanding in-store behavior and designing stores and merchandising programs that truly meet the needs of consumers.
• Use of computer-driven store simulation technologies to conduct market research and achieve other key business objectives is fast becoming a common practice among consumer product manufacturers and retailers
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• If conducted properly, virtual store tests can deliver a more accurate representation of at-shelf product selection and other shopping behaviors than traditional methods of consumer research and a faster, more cost-efficient alternative to in-store field tests.
How technology is used in market testing (cont.)
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• Startup costs can be significant, the use of virtual store simulations offers a wide variety of business benefits that practitioners say more than justify the initial expense.
• Valuable tool for new product development.
How technology is used in market testing (cont.)
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• Virtual store simulations can be an indispensable tool for understanding in-store behavior and designing stores and merchandising programs that truly meet the needs of consumers
• Contribute to a better new product success rate.
How technology is used in market testing (cont.)
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Now you design some Technology!• Teams of 1 or 2 - Select a store & design a
touch screen computer interface for an in store kiosk.
• Write down: 1) What questions should be asked? 2) What data/ information should be collected? Think about:– How could the company use the information? – What information does the company need to save
about the transactions?– What information does the company need to save
about the customers?