How to market computers and information technology:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Basingstoke u.a.
Macmillan
1994
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | X, 332 S. |
| ISBN: | 0333608143 |
Internformat
MARC
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| 100 | 1 | |a Macarthur, Hamish E. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a How to market computers and information technology |c Hamish E. Macarthur and Merlin Stone |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Basingstoke u.a. |b Macmillan |c 1994 | |
| 300 | |a X, 332 S. | ||
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| 650 | 7 | |a Computers |2 gtt | |
| 650 | 7 | |a Marketing |2 gtt | |
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| 650 | 4 | |a Information technology |x marketing | |
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Datensatz im Suchindex
| _version_ | 1804124509307928576 |
|---|---|
| adam_text | CONTENTS
List of Figures x
1 THE SCOPE OF COMPUTER MARKETING 1
Aim of this book 1
Defining marketing 3
The main marketing tasks 4
The process in more detail 6
The marketing mix 9
Marketing implementation 10
2 STRATEGIC OVERVIEW 13
Understanding the market dynamics 13
Case Study 1 : the airline industry 15
Case Study 2 : the motor industry 16
Case Study 3 : the open systems opportunity 18
Case Study 4 : secondary account control through bank terminal systems 19
Case Study 5 : introducing new technologies by building walls around old
systems 20
Case Study 6 : selecting software as a basis of protecting investment 21
Case Study 7 : letting the dealer meet the user requirements 23
3 STRATEGIC ALTERNATIVES FOR SUPPLIERS 29
Purchasing process 29
Mainframe supplier strategies 31
Mid range supplier strategies 33
Personal computers and workstation vendors 35
Software product developers and vendors 37
Computer services companies 39
Peripheral suppliers 40
Dealers and distributors 41
Strategic conclusions : understand your markets and capabilities 43
4 UNDERSTANDING THE MARKET 44
Understanding the customer 44
Defining the market 54
Market size 55
Market segmentation 61
Market choice 65
Competitive analysis 67
Researching the competition 70
Market research 71
5 PRODUCT POLICY 75
Formulating product policy 75
The product policy mechanism 78
vii
The product planning process 83
Generation of new product ideas 86
Evaluating products 89
The product development process : summary 92
Aim of the staged approach 95
6 PRICES AND COSTS 96
Pricing in changing markets 96
Determinants of price 98
Discriminating between customers 101
Discounts 102
Negotiating 104
Distribution channel discounts 105
Pricing and competition 106
Invoicing problems 107
7 MARKETING COMMUNICATIONS 109
Establish a marketing communications strategy 109
The message 113
Media choice 116
Choosing the advertising agency 120
Budgeting 123
Measuring the effectiveness of marketing communications 125
Phasing of marketing communications policy 127
8 DISTRIBUTION CHANNELS 128
Distribution channels and marketing strategy 130
Channel options 136
Retailing 136
Dealers and distributors 143
Dealers 143
Computer distributors 144
Industrial distributors 145
Value added resellers 145
The direct sales force 146
Database marketing 150
Criteria for channel policy decisions 151
Managing channels 157
9 SELLING AND ACCOUNT MANAGEMENT 162
Identifying prospects and deciding the account mix 162
Researching the customer 167
The account plan 169
Developing a sales approach 170
Levels of the sale 175
Analysing account needs 178
Closing the sale 182
Negotiating the sale 183
Reviewing and controlling the selling process 189
Teamwork in account development 192
10 CUSTOMER CARE, SUPPORT AND SERVICE 196
Looking after your customers 196
Specific aspects of demand for service 204
Marketing effects of the search for service efficiency 209
Third party maintenance (TPM) and third party distribution 211
viii
11 NEW PRODUCT MARKETING STRATEGIES 216
Product marketing 216
The main marketing options 217
Choosing between strategies 218
Strengths and weaknesses of different options 223
Combining options 226
Choice criteria for specialisation options 227
Deciding on specialisation 229
Vertical marketing 234
Software product issues 236
12 DATABASE MARKETING 238
What is database marketing? 238
Automating the marketing process 240
Customer relationships 243
New products and services 245
Guidelines for strategic appraisal 246
Contact strategies 248
13 MARKETING OBJECTIVES AND PLANS 250
Definition and purpose of marketing planning 250
Planning objectives 252
Formulating the plan 256
14 MARKETING ORGANISATION 261
Avoid reorganising! 261
Division of responsibility between marketing and other functions 263
Multinational transfer pricing problems 268
The internal organisation of the marketing function 270
Organisation by market segment 271
Should marketing be separate from sales? 274
Levels of organisation and spans of control 275
Allocation of decisions between international levels 276
Human resources in the marketing organisation 277
15 MANAGING AND CONTROLLING MARKETING 280
Managing and objectives 280
Targeting the field sales operation 282
Developing selling strategies to achieve objectives 284
The manager s role in sales strategy 285
Purpose and method of control 286
Sales force turnover 288
Customer base management 291
Marketing budgeting 294
Marketing productivity 296
Comprehensive Contents of the Book 301
Index 323
ix
LIST OF FIGURES
1.1 Marketing process diagram 5
2.1 Differentiating open system markets to meet user requirements 23
2.2 Supporting the sales channels 26
3.1 Added value consideration for software product vendors 38
3.2 Outsourcing: business opportunity and vehicle for change 39
3.3 Pricing channels for your products and services 42
4.1 Market dynamics 57
5.1 Product/market matrix 80
5.2 Share/growth matrix 81
5.3 The factor weighting approach 91
8.1 Market map 130
8.2 Marketing roles and tasks 133
9.1 Evaluating prospects 163
9.2 Prospect evaluation matrix 164
9.3 Data requirements matrix 168
9.4 Account marketing plan format 171
9.5 Significant events map simple example 173
9.6 Simple and complex sales 174
9.7 The language of the customer 178
9.8 Account needs matrix 179
9.9 Account control form 191
10.1 Customer service and customer care 198
11.1 New product marketing options 219
11.2 Installed base growth under different marketing options 220
12.1 Integrated database marketing 239
12.2 Competitive forces 241
12.3 Achieving competitive superiority 242
12.4 Matching channel cost to customer value 244
12.5 Matching customers with sales resources 245
12.6 Steps in strategic appraisal 247
13.1 Predictability matrix 252
13.2 Marketing plan format 257
14.1 Responsibilities of the marketing organisation 262
14.2 An example of division of responsibilities 266
14.3 Training planning matrix 278
15.1 Hunters and breeders 281
15.2 Returns to mailshots 294
x
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| discipline | Informatik Wirtschaftswissenschaften |
| edition | 2. ed. |
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| id | DE-604.BV010116716 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T17:46:48Z |
| institution | BVB |
| isbn | 0333608143 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-006717393 |
| oclc_num | 31514589 |
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| owner | DE-473 DE-BY-UBG |
| owner_facet | DE-473 DE-BY-UBG |
| physical | X, 332 S. |
| publishDate | 1994 |
| publishDateSearch | 1994 |
| publishDateSort | 1994 |
| publisher | Macmillan |
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| spelling | Macarthur, Hamish E. Verfasser aut How to market computers and information technology Hamish E. Macarthur and Merlin Stone 2. ed. Basingstoke u.a. Macmillan 1994 X, 332 S. txt rdacontent n rdamedia nc rdacarrier Computers gtt Marketing gtt Computers Marketing Information technology marketing Marketing (DE-588)4037589-4 gnd rswk-swf Informationstechnik (DE-588)4026926-7 gnd rswk-swf Computer (DE-588)4070083-5 gnd rswk-swf Computer (DE-588)4070083-5 s Informationstechnik (DE-588)4026926-7 s Marketing (DE-588)4037589-4 s DE-604 Stone, Merlin Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006717393&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Macarthur, Hamish E. Stone, Merlin How to market computers and information technology Computers gtt Marketing gtt Computers Marketing Information technology marketing Marketing (DE-588)4037589-4 gnd Informationstechnik (DE-588)4026926-7 gnd Computer (DE-588)4070083-5 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4026926-7 (DE-588)4070083-5 |
| title | How to market computers and information technology |
| title_auth | How to market computers and information technology |
| title_exact_search | How to market computers and information technology |
| title_full | How to market computers and information technology Hamish E. Macarthur and Merlin Stone |
| title_fullStr | How to market computers and information technology Hamish E. Macarthur and Merlin Stone |
| title_full_unstemmed | How to market computers and information technology Hamish E. Macarthur and Merlin Stone |
| title_short | How to market computers and information technology |
| title_sort | how to market computers and information technology |
| topic | Computers gtt Marketing gtt Computers Marketing Information technology marketing Marketing (DE-588)4037589-4 gnd Informationstechnik (DE-588)4026926-7 gnd Computer (DE-588)4070083-5 gnd |
| topic_facet | Computers Marketing Computers Marketing Information technology marketing Informationstechnik Computer |
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