Marketing of High-Technology Products and Innovations / Edition 3

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Overview

The only text on the market that provides readers with the marketing information they need to successfully market high-tech products.

Introduction to World of High Technology Marketing; Strategic Market

Planning in; High-Tech Firms; Culture and Climate Considerations for High-Tech Companies; Market Orientation and Cross-functional (Marketing/R&D); Partnerships/Alliances and Customer Relationship Marketing; Marketing Research in High-Tech Markets; Understanding High-Tech Customers; Technology and Product Management; Distribution Channels and Supply Chain Management in High-Tech Markets; Pricing Considerations in High-Tech Markets; Marketing Communication Tools for High-Tech Markets; Strategic Considerations in Marketing Communications;

Strategic Considerations for the Triple Bottom Line in High-Tech Companies

MARKET: Marketing of High-Technology Products and Innovations provides comprehensive coverage of the latest academic research and leading-edge business practices to prepare readers for the unique challenges they will face when marketing high-tech products and services.

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Product Details

  • ISBN-13: 9780136049968
  • Publisher: Prentice Hall
  • Publication date: 2/13/2009
  • Series: Pearson Custom Business Resources Series
  • Edition description: New Edition
  • Edition number: 3
  • Pages: 576
  • Sales rank: 866,787
  • Product dimensions: 8.10 (w) x 10.00 (h) x 1.00 (d)

Table of Contents

CHAPTER 1 Introduction to World of High Technology Marketing
CHAPTER 2 Strategic Market Planning in High-Tech Firms
CHAPTER 3 Culture and Climate Considerations for High-Tech Companies
CHAPTER 4 Market Orientation and Cross-functional (Marketing/R&D) Interaction
CHAPTER 5 Partnerships/Alliances and Customer Relationship Marketing
CHAPTER 6 Marketing Research in High-Tech Markets
CHAPTER 7 Understanding High-Tech Customers
CHAPTER 8 Technology and Product Management
CHAPTER 9 Distribution Channels and Supply Chain Management in High-Tech Markets
CHAPTER 10 Pricing Considerations in High-Tech Markets
CHAPTER 11 Marketing Communication Tools for High-Tech Markets
CHAPTER 12 Strategic Considerations in Marketing Communications
CHAPTER 13 Strategic Considerations for the Triple Bottom Line in High-Tech Companies
END-OF-BOOK CASES
Is there more to Skype than hype?
The Future of TiVo?
Charting a New Course for Xerox: Strategic Marketing Planning
Environmental Systems Research Institute (ESRI)
Vision of the Future: Airbus 380 or Boeing 787 Dreamliner?
Goomzee Mobile Marketing
SELCO – India: Lighting the Base of the Pyramid

Detailed TOC

CHAPTER 1 Introduction to World of High Technology Marketing
The Lexicon of Marketing
Strategic
Functional
Tactical
Defining High Technology
Government-based Classifications
Common Characteristics of High-Tech Environments: Implications for Marketing Strategy
Types of Innovations
The Contingency Model for High-Tech Marketing
Framework for High-Technology Marketing Decisions
SUMMARY
APPENDIX A High Technology Industry Classification
APPENDIX B Outline for a Marketing Plan

CHAPTER 2 Strategic Market Planning in High-Tech Firms
Competitive Advantage: The Objective of Marketing Strategy
Resources and Competencies
Tests of Competitive Advantage for Value, Rareness, and Difficulty of Imitation
Key Strategy Decisions
Strategy Types
A Cautionary Note
Strategy Creation: Approaches and Structures
Marketing Performance Measurement
Summary
Appendix Funding and Resource Considerations for Small High-tech Start-ups
Funding a High-tech Start-up
Other Resources

CHAPTER 3 Culture and Climate Considerations for High-Tech Companies
Facilitators of a Culture of Innovativeness
Top Management Attention
Creative Destruction
Managers’ Willingness to Cannibalize
Product Champions
Skunk Works
Learning Orientation
Unlearning
Expeditionary Marketing
Risk Tolerance
Compensation for Innovation
Obstacles to Obtaining a Culture of Innovativeness
Core Rigidities
The Innovator’s Dilemma
Summary

CHAPTER 4 Market Orientation and Cross-functional (Marketing/R&D) Interaction
What It Means To Be Market Oriented
The Effect of Market Orientation on Company Performance
Dimensions of a Market Orientation
Becoming Market Oriented: Facilitating Conditions
Cross-Functional Interaction: New Product Development Teams and Marketing-R&D Interaction
Cross-Functional Teamwork in Product Development
R&D-Marketing Interaction
Summary
Appendix: What it Takes to Become Customer Focused

CHAPTER 5 Partnerships/Alliances and Customer Relationship Marketing
Partnerships and Strategic Alliances
Types of Partnerships
Reasons for Partnering
Risks of Partnering
Factors Contributing to Partnership Success
Outsourcing: High Risks/High Opportunity Vertical Partnerships
More Outsourcing Terminology
Reasons for Outsourcing
But Does It Work? Problems and risks in Outsourcing
A Contingency Approach to Managing Outsourcing for Success
The Future of Outsourcing
Open Innovation Networks and Alliances for New Product Development
Customer Relationship Management/Marketing
Step 1: Identify “high potential” customers
Step 2: Develop a customer acquisition strategy
Step 3: Develop the customer portfolio management strategy
Customer Relationship Management Software
Summary

CHAPTER 6 Marketing Research in High-Tech Markets
Gathering Information: High-Tech Marketing Research Tools
Concept Testing
Conjoint Analysis
Customer Visit Programs
Empathic Design
Lead Users
Quality Function Deployment
Prototype Testing
Beta Version Testing
Customer-Driven Innovation
Biomimicry
The Biomimicry Process
Biomimicry Benefits
Forecasting in High-Tech Markets
Forecasting Methods
Other Considerations in Forecasting
Summary

CHAPTER 7 Understanding High-Tech Customers
Customer Purchase Decisions
Problem Recognition
Information Search
Evaluate Alternatives
Purchase Decision
Post-purchase Evaluation
Adoption and Diffusion of Innovations
Factors Affecting Adoption of Innovation
Categories of Adopters
Crossing the Chasm
Early-Market Strategies: Marketing to the Visionaries
The Chasm
Crossing the Chasm: A Beachhead and A Whole Product Solution
Inside the Tornado
The Choice of Customer Target Market: Segmentation, Targeting, and Positioning
Divide Possible Customers Into Groups
Profile the Customers In Each Segment
Evaluate and Select a Target Market
Positioning the product within the segment
Customer Strategies to Avoid Obsolescence: Implications for upgrades and migration paths
Customer Migration Decisions
Marketers’ Migration Options
Consumers’ Paradoxical relationships with Technology and Unintended Consequences
Marketing Implications of Consumers’ Paradoxical Relationship With Technology
Summary

CHAPTER 8 TECHNOLOGY AND PRODUCT MANAGEMENT
Technology Mapping
The “What to Sell” Decision
Possible Options
What Decision Makes Sense?
Technology Transfer Considerations
Product Architecture: Modularity, Platforms, and Derivatives
Modularity
Platforms and Derivatives
A Cautionary Note on Issues Related to “Killing” New-Product Development
The Role of Product Management in the High-Technology Company
Developing Services as Part of the High-Technology Product Strategy
Unique Characteristics of Services: Implications for High-Tech Marketing
Intellectual Property Considerations
Types of Intellectual Property Protection
Rationale for Protection of Intellectual Property
Managing Intellectual Property
Summary
APPENDIX Details on the Patenting Process
International Patent Protection
Online Resources for Intellectual Property

Chapter 9 Distribution Channels and Supply Chain Management in High-Tech Markets
Issues in Distribution Channel Design and Management
Channel Structure
Channel Management
Channel Performance
Managing Hybrid Channels: Effective Multi-Channel Marketing
Step 1: Gather market data
Step 2: Work towards harmonization following contingency theory
Additional Considerations: Channel Relationship Quality, CRM, Compensation and Communication
Emerging Considerations in Distribution Channels
Distribution for “Digital” Goods: The Long Tail
Understanding Gray Markets
Black Markets, Piracy, and Restricted Exports
Unique Distribution Requirements for Developing (BOP) Markets
Supply Chain Management
Matching Supply Chain Strategies to Uncertainty
Supply Chain Management Technologies
Outsourcing
The “Greening” of the Supply Chain
Summary

CHAPTER 10 Pricing Considerations in High-Tech Markets
The High-Tech Pricing Environment
The Three Cs of Pricing
Costs
Competition
Customers
Customer-Oriented Pricing
Steps in Customer-Oriented Pricing
Implications of Customer-Oriented Pricing
Pricing of After-Sales Service
The Technology Paradox
Solutions to the Technology (Pricing) Paradox
Additional Pricing Considerations
Outright Sale of Know-How versus Licensing Agreements
Other Pricing Nuances: Usage Restrictions
Price Promotions
Summary

CHAPTER 11 Marketing Communication Tools for High-Tech Markets
Advertising and Promotion Mix: Integrated Marketing Communications
Internet Advertising and Promotion
Dealing with Disruption
The Website’s Part in Advertising-and-Promotion Strategy
Website Design
Build Site Traffic
Evaluate Website Effectiveness
Summary
APPENDIX Web Analytics: Monitoring the Traffic at a Website
Uses of Web Analytics
Limitations of Web Analytics
New Techniques in Web Analytics: Site Overlays and Geo-Mapping
Web 2.0 Considerations

CHAPTER 12 Strategic Considerations in Marketing Communications
Branding in High-Tech Markets
The Benefits and Risks of Branding Strategies
Developing a Strong Brand
Effectively Harness Web 2.0 Technologies and New Media
Ingredient Branding
Branding for Small Business
New-Product Preannouncements
Advantages and Objectives of Preannouncements
Disadvantages of Preannouncements
Tactical Considerations in the Preannouncement Decision
Summary
Appendix

CHAPTER 13
Strategic Considerations for the Triple Bottom Line in High-Tech Companies
Corporate Social Responsibility
Debates Over and Criticisms of CSR
Desired Outcomes from CSR
CSR Domains: People and Planet
Models of/Approaches to CSR
Measuring the Outcomes and Effectiveness of CSR Initiatives
Best-practices CSR for High-Tech Companies
Serving Base-of-they-Pyramid Markets:
Corporate Social Responsibility and Social Entrepreneurship
Domains For “Intervention”
Business Models/Approaches to Solving BOP Problems: Enlightened CSR and Social Entrepreneurship
Ongoing Challenges and Keys to Success for BOP Strategies
Criticisms of BOP Strategies
The Digital Divide
Solutions to Bridging the Digital Divide
Responding to the Risks and Opportunities of Global Climate Change
Best-Practices Environmental Strategy: A Four-Step Approach
Challenges for Environmentally-Responsible Business Practices
A Framework for Navigating Ethical Controversies
Summary
Concluding Remarks: Realizing the Promise of Technology
Discussion Questions
Glossary
Appendix Application of A Framework to Address Ethical Controversies: Merck, Ivermectin, and River Blindness

END-OF-BOOK CASES
Is there more to Skype than hype?
The Future of TiVo?
Charting a New Course for Xerox: Strategic Marketing Planning
Environmental Systems Research Institute (ESRI)
Vision of the Future: Airbus 380 or Boeing 787 Dreamliner?
Goomzee Mobile Marketing
SELCO – India: Lighting the Base of the Pyramid

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