Mba 405 Unit - 5

MBA 4th SEM
Marketing of High Technology

product
MBA405
By: Mariyam Ahmed
ASSISTANT PROFESSOR
Department of MANAGEMENT
Kalinga University
Naya Raipur (C.G.), India.
MBA405 MARKETING OF HIGH TECHNOLOGY PRODUCT 1

MARKETING OF HIGH TEECHNOLOGY PRODUCTS
MBA405
Course Objectives:
• The objective of this course is to develop an understanding about
paradigms appropriate to successful commercial activities in high
technology industries
• Course Outcomes:
• Realize the importance of performance management system in
enhancing employee performance.

Text Book:
1. Decenzo, D. A., & Robbins, S. P. (2018). Fundamentals of Human
Resource Management India: Wiley.17th Ed.
Reference Books:
2. Pattanayak, B. (2018). Human Resource Management. Delhi.
Prentice hall of India.15th Ed.
3. Rastogi, S. Management of Human Resource. Sun India.

Content (Unit – III)
1. Pricing decision
2. Pricing environment
3. 3Cs of pricing cost
4. Customer oriented pricing
5. Pricing of after- sale service
6. (pricing ) paradox
7. Internet on pricing decision
8. Pay per use versus subscription pricing
9. Price bundling
10. Leasing
MBA405 MARKETING OF HIGH TECHNOLOGY PRODUCT
4
Unit – III
BBA303, Human Resource Management 5

UNIT 3 LESSON PLAN BBA303
Lecture Number Topics to be Covered Slide Number
L1-L5 Pricing decision 7

L5-L7 Pricing environment 8
L8-L11 3Cs of pricing cost 9
L12-L13 10
Customer oriented pricing
L14- L15 Pricing of after- sale service & 11-12
(pricing ) paradox
L16 Internet on pricing decision & Pay 13-16
per use versus subscription
pricing
L17 Price Bundling and leasing 17-18
6
MBA405 MARKETING OF HIGH TECHNOLOGY PRODUCT
Promotion Decisions
• Special pricing strategy is mostly used for the promotion of the

product. In this strategy, pricing is changed for a short interval of time.
• Promotion decision can be executed by implementing the following
steps −
• Step 1 − Setting of the objectives
• Step 2 − Determining promotion budget
• Step 3 − Target Market
• Step 4 − The appeal
• Step 5 − Promotion Mix
Promotion Mix
• Promotion mix is a combination of various marketing techniques, oriented to acquire a common

target. It provides a structure for budget allocation for different elements of the promotional mix.
• Some elements of promotional mix are as follows −
• Advertising
• Sales promotion
• Public relations and publicity
• Personal selling
• Direct marketing
• Type of product market
• Overall marketing strategy
• Buyer readiness stage
• Product life cycle stage

Direct Marketing
• Direct marketing is a form of marketing in which a single customer is approached

for advertisement of the product.
• It attempts to acquire and retain customers by contacting them without the use of an
intermediary. The objective of direct marketing is to garner a direct response, which
may take one of the following forms −
• A purchase over the telephone or by post
• A request for a catalogue or sales literature
• An agreement to visit a location / event (e.g., an exhibition)
• Participation is some form of action (e.g., joining a political party)
• A request for a demonstration of a product
• A request for a sales person’s visit
What are pre- announcements?
• A product launch is an event which is organized to launch a product
in the market. The product can be completely new or can be an
upgraded version of the existing product in the market.
• A product launch is when a company introduces a new product in the
market. A product launch can also be considered as a
marketing strategy to attract the consumers in large number and to
boost the sales of the product from its very first day in the market.

Advantages of pre- announcement
• Creates awareness
• Boost sales in the initial months of the launch
• Creates publicity
• Planning and staffing required for the product
• Provides a competitive edge
• More Business Opportunities

Disadvantages of pre- announcement
• Additional Work
• Planning
• Additional expenditure
• Can put negative impact
• Your ideas can be stolen

CRM (customer relationship management)
• Customer relationship management (CRM) is the combination of

practices, strategies and technologies that companies use to
manage and analyze customer interactions and data throughout the
customer lifecycle. The goal is to improve customer service
relationships and assist in customer retention and drive sales
growth. CRM systems compile customer data across different
channels, or points of contact, between the customer and the
company, which could include the company's website, telephone,
live chat, direct mail, marketing materials and social networks. CRM
systems can also give customer-facing staff members detailed
information on customers' personal information, purchase history,
buying preferences and concerns.
Importane CRM
• The use of CRM systems can benefit organizations ranging

from small businesses to large corporations, through:
• Having customer information such as past purchases and
interaction history easily accessible can help customer support
representatives provide better and faster customer service.
• Collection of and access to customer data can help
businesses identify trends and insights about their customers
through reporting and visualization features.
• Automation of menial, but necessary, sales funnel and
customer support tasks.

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MBA 4th SEM

Marketing of High Technology

MBA405 MARKETING OF HIGH TECHNOLOGY PRODUCT 1

MBA405 MARKETING OF HIGH TECHNOLOGY PRODUCT 2

MBA405 MARKETING OF HIGH TECHNOLOGY PRODUCT 3

BBA303, Human Resource Management 5

Lecture Number Topics to be Covered Slide Number

L1-L5 Pricing decision 7

• Special pricing strategy is mostly used for the promotion of the

• Promotion mix is a combination of various marketing techniques, oriented to acquire a common

BBA303, Human Resource Management 8

• Direct marketing is a form of marketing in which a single customer is approached

BBA303, Human Resource Management 10

BBA303, Human Resource Management 11

BBA303, Human Resource Management 12

• Customer relationship management (CRM) is the combination of

• The use of CRM systems can benefit organizations ranging

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