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.

MBA405 MARKETING OF HIGH TECHNOLOGY PRODUCT 2

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.

MBA405 MARKETING OF HIGH TECHNOLOGY PRODUCT 3

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

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 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
BBA303, Human Resource Management 7
 channel consideration
Proper channels should be selected at minimum cost considering the nature, size and condition of the products. While selecting channel, different factors may
affect. So, strategy should be made paying attention to such factors. The task of selecting

proper distribution channel is also very difficult.

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What are hybrid channels
• Hybrid channels are a mix of direct and indirect channels.
In this model, the manufacturer has a partnership with
intermediaries, but it still takes control when it comes to
contact with customers. One example is brands that promote
products online but don't deliver them directly to customers.

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What are the things to consider when choosing
distribution channels?
• When selecting the right combination of channels for the sales
and distribution of products and services, international trade
practitioners consider several factors.
• Target market buying behaviours. ...
• Product and service characteristics. ...
• Market location. ...
• Competition. ...
• Local business practices. ...
• Legislation. ...
• Market coverage.
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 Gray market
• A gray market is an unofficial market for financial securities. Gray
(or “grey”) market trading generally occurs when a stock that has
been suspended from trades off the market, or when new
securities are bought and sold before official trading begins. The
gray market enables the issuer and underwriters to gauge demand
for a new offering because it is a “when issued” market (i.e., it
trades securities that will be offered in the very near future). The
gray market is an unofficial one but is not illegal.

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 Black market
• A black market is an economic activity that takes place outside
government-sanctioned channels. Illegal market transactions
usually occur “under the table” to let participants avoid
government price controls or taxes. The goods and services offered
in a black market can be illegal, meaning their purchase and sale
are prohibited by law, or they can be legal but transacted to avoid
taxes.

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Managing supply chain management
• Supply chain management is
the management of the flow of
goods and services and
includes all processes that
transform raw materials into
final products. It involves the
active streamlining of a
business's supply-side activities
to maximize customer value and
gain a competitive advantage in
the marketplace.

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 Green supply chain
• the green supply chain concept occurs to mitigate
environmental degradations and
control air, water and waste pollution
through the adoption of green
practices in business operations.

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 Indirect distribution

• Indirect distribution allows you to: 

share shipping and storage costs.
make it easier for customers to find
your products. benefit from your
third-party's experience,
infrastructure and salesforce.

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 Evolution of channels
• Channels of distribution become more
complex as an economy evolves due to
increased separation between buyers and
sellers, a greater division of labor and an
increased specialization of economic activity
accompanied by increasingly differentiated
buyer wants.

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