Marketing and Operations

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Keele University

Management School

Marketing & Operations
MAN 40037

Marketing & Operations Management – 2012

|Course Tutor |Andrew Wagg |
|E Mail Address |a.l.wagg@ippm>keele.ac.uk |

Contents

The Marketing Context
1.1 Introduction 8
1.2 The Marketing Environment 11
1.3 Services Marketing & Non - Profit Organizations 13
1.4 Marketing Ethics 15
1.5 Summary 15

Managing Markets and Marketing Information
2.1 Introduction 16
2.2 Segmentation/Targeting/Positioning 17
2.3 Marketing Information 19
2.4 Buyer Behaviour 20
2.5 Summary 22

Strategic Operations Management
3.1 Introduction 23
3.2 The Manufacturing Strategy Paradigm 24
3.3 Structured Approaches to Formulating Manufacturing Strategy 31
3.4 Contemporary Factors in Achieving Strategic Edge in Operations 38
3.5 Summary 40

The Marketing Mix
4.1 Introduction 41
4.2 The Product Variable 42
4.3 The Price Variable 45
4.4 The Place Variable 48
4.5 The Promotion Variable 51
4.6 Summary 54

The Design of Operations
5.1 Introduction 56
5.2 Location Choice 57
5.3 Classification and Features of Operations Systems 58
5.4 Facilities Layout 64
5.5 The System Design Process 64
5.6 Contemporary Forms of Process Decisions 66
5.7 Summary 69

New Product and Branding
6.1 Introduction 70
6.2 New Product Development 72
6.3 The New Product Development (NPD) Process 75
6.4 The Concept of Branding 77
6.5 Operationalising and Managing Product Design 78
6.6 “Simultaneous” or “Concurrent” Design Engineering 81
6.7 Design For Operations/Manufacture 81
6.8 Product Redesign 82
6.9 Product Liability 85
6.10 Summary 85

Operations Planning and Control
7.1 Introduction 86
7.2 Planning and Control Concepts 88
7.3 Inventory Management Theory 95
7.4 Materials