• • • • • Marketing Manager Business Unit Imaging Systems (ISY) at HP Medical Group is contemplating about strategies for channel management and issues raised by the introduction of the new product of cardiac imaging. ABSTRACT This paper discusses the Imaging Systems Division of Hewlett-Packard.

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The offerings in these divisions are: patient monitoring systems, operating room systems, perinatal monitoring devices, clinical information systems and ultrasound devices for cardiologists and vascular surgeons. This paper discusses the marketing channels in the ISY department and then takes an overview of the marketing strategy followed for Sonos 100 C/F which is an ultrasound device launched for the hospitals and non-hospital settings. The paper further discusses the product launch, sales channels and distribution channels of the Sonos 100 C/F in a highly competitive market. Finally, the competitive strategy followed by Imaging Systems Division of HP for these ultrasound devices is assessed. INTRODUCTION Hewlett-Packard is a company that is manufacturing and marketing electronic products and systems for measurement and computation. Software Gratis Printer Hp Deskjet 2000. It has product lines such as patient monitoring systems, operating room systems, perinatal monitoring devices and clinical information systems. Keygen Php Maker Manual. ISY is a division within MPG that manufactures diagnostic ultrasound devices for cardiologists and vascular surgeons.

The MPG’s stated goal is “the ultrasound company” on the worldwide. Hp Deskjet 1180c Driver For Windows 10. Ultrasound imaging uses high-frequency sound waves to create images of the inner parts of the body. In 1992, the diagnostic ultrasound market was over $2 billion. Until the early 1980s, the ultrasound equipment produced two dimensional, black and white images using mechanical transducers. However in 1982 Hewlett Packard entered the cardiology market with an electronic phased array system. Over time the improvement in technology has enhanced the quality of the image obtained. Some of the giant corporations worked on new color-flow technologies that allow for even more improved tissue analyses.

Three dimensional imaging will become a commercial reality soon, especially in cardiology applications. MARKETING CHANNELS Marketing department has four managers: • Manager for marketing communications; • Manager for technical marketing; • Manager for product management; and • Manager for business development. Product management consists of managers for all the major markets and technologies. It guides the product from its development till introduction. This means working with R&Don engineering and manufacturing regarding: product definition, design and specifications with sales and marketing plan for the product. In business development, the main goal is to be a liaison between sales and marketing and being responsible for: product training, competitive analysis, price exceptions, trade shows, national account support and customer visits to the factory.