Operations and Marketing

The Capable Manager -- Book 9

The Open University

Publisher: The Open University, 1995

ISBN: 0-7492-4920-X

Synopsis:

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Table of Contents:

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• Session 1 Managing Operations
• Introduction
• 1.1 Managing Supply
• Establishing need
• Specification
• Identifying sources
• Assessing sources
• Managing the relationship
• Expediting
• Repeat buying
• 1.3 Managing Stockholdings
• Traditional stock control
• Materials Requirements Planning (MRP)
• 1.4 The ‘Just-In-Time’ or JIT Approach
• Flexible Manufacturing
• Make or buy
• 1.5 Logistics Management
• Production decisions
• Transport decisions
• Facility decisions
• Communications decisions
• Logistics
• Session 2 Marketing Management
• Introduction
• The four Ps
• 2.1 Marketing and Organisational Objectives
• 2.2 Product — What Exactly Is It?
• Product, service or something else?
• Marketing products to internal customers?
• Your product or service — a closer look
• Core product or service
• Actual product or service
• Augmented product or service
• The unique selling proposition (USP)
• Communicating with the customer
• Your organisation's image
• Designing a product strategy
• Product lifecycles
• New product development
• Pilot testing
• Product launch
• Product summary
• 2.3 Price — How Much to Charge?
• Price and value
• Calculating a price
• Factors affecting pricing decisions
• Pricing strategies
• Pricing summary
• 2.4 Place — How to Deliver?
• Distribution channels
• Selecting distribution channels
• Your markets/customers
• Your products or services
• Your organisation
• Competition and external factors
• Coping with the reality of distribution channels
• Setting terms and conditions
• Distributing a service