Economia

INNOVACION TECNOLOGICA
JUAN CARLOS BOTELLO
Sesiones 17, 24 abril 8, 22 y 29 de mayo.
14:00 a 20:00 hrs.
Juancarlos.botello@upaep.mx
jbotello@ieu.edu.mx
bibliografia
marketing stanton, etzelWalker
ed. Mcgraw hill
Casos en video
Diseño y desarrollo de productos
ulrich Karl, eppinger, Steven
macgraw hill
Evaluación
Análisis de video casos 20% 24 de abril 2010
Plan de diseño ydesarrollo de productos 80%
Presentación 29 mayo 2010.
MODELO:
Planeación
Desarrollo de concepto
Diseño de detalles
Pruebas y refinamiento
Producción piloto.

Marketing
A total system ofbusiness activities designed to plan, Price, promote and distribute want-satisfying products to target markets in order to achieve organizational objectives.

The evolution of marketing conceptProduct-orientation stage
1800-1930
The firm’s strategy was focused on quality quantity of output.
The demand for goods exceeded the supply.
Manufacturers were worried about efficiency and cost controlrather than customer needs.
Producers had sales departments headed by excentives in order to supervise a sales force.

Sales-orientation stage
1930-1950
The 1920 crisis changed perceptions.
Thereal problem was to sale the resulting output from production methods.
Substantial postproduction effort.
Promotional and ad activities become important issues.

Market-orientation stage.
1950 tillnow.
War times changed people consumers.
Sophisticated consumers (more informed, less naïve, les easily influenced).
Technology made possible to produce greater variety of goods.
Produce whatpeople want.
Customize products.

The marketing concept
Costumer orientation

CRMMASS
e-CRM CUSTOMIZATION

SATISFACCION OF
CUSTUMERS NEEDS

Coordinated...