Successful marketing strategy for high tech firms:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston [u.a.]
Artech House
1998
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| Ausgabe: | 2. ed. |
| Schriftenreihe: | The Artech House technology management and professional development library
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XV, 266 S. graph. Darst. |
| ISBN: | 0890068542 |
Internformat
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| 100 | 1 | |a Viardot, Eric |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Successful marketing strategy for high tech firms |c Eric Viardot |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Boston [u.a.] |b Artech House |c 1998 | |
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Datensatz im Suchindex
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| adam_text | Contents
Acknowledgments xi
Introduction xiii
References vr
1 What Is High Tech Marketing? 1
1.1 What is marketing? 2
1.2 What is a high tech product? 6
1.2.1 The high tech sector 7
1.2.2 Characteristics of high tech products 8
1.2.3 Government involvement in the high tech sector 14
1.2.4 Product diversity in high technology 15
1.3 What is high tech marketing? 1 5
v
VI Successful. Marketing Strategy for High Tech Firms
1.4 Chapter summary 17
References 18
2 Corporate and Marketing Strategy in the
High Tech Industry 19
2.1 Corporate strategy in the high tech industry 19
2.1.1 The company s mission 20
2.1.2 Strategic segments: definition and choices 21
2.1.3 Identifying competencies: the value chain analysis 33
2.1.4 Allocation of resources 37
2.1.5 Development plans for new business activities 48
2.2 What are the marketing strategy and the marketing
plan for high tech products? 57
2.2.1 Situation analysis 58
2.2.2 Target market and marketing mix analysis 59
2.2.3 Action programs 5 9
2.2.4 Monitoring procedures 59
2.3 Chapter summary 60
References 62
3 Knowing Customers and Markets 63
3.1 Determining the customer s buying behavior 64
3.1.1 Purchasing factors for high tech consumer products 64
3.1.2 Purchasing factors for high tech goods and services in
business to business activities 68
3.1.3 Specific purchasing criteria for high tech products 72
3.2 Estimating demand 79
3.2.1 Concept tests and prototype tests 80
3.2.2 The opinions of experts 82
3.2.3 Sampling groups and test markets 83
3.2.4 Using a quantitative analysis 85
3.3 Chapter summary 88
References 89
Contents Vll
4 Understanding Competitors 91
4.1 Identifying competitors 92
4.1.1 Identification by market and by product 92
4.1.2 Identification of the competitive forces at the industry level 95
4.2 Analyzing a competitor s strategy 99
4.2.1 Strategic groupings of companies 99
4.2.2 Competitive analysis 100
4.3 Finding information about competitors 103
4.3.1 External sources 104
4.3.2 Internal sources 108
4.4 Organizing competitive analysis 109
4.4.1 Who performs the competitive analysis? 109
4.4.2 Performing the competitive analysis 110
4.5 Chapter summary 1 1 1
References 1 1 2
5 Selecting Markets 113
5.1 Two market segmentation methods for high tech
products and services 1 1 5
5.1.1 Product driven market segmentation:
the customer grouping approach 1 1 7
5.1.2 Market driven market segmentation:
the market breakdown approach 1 20
5.2 Evaluating and selecting segments 124
5. 3 The positioning of the solution ] 21
5.4 Segmentation and time 1 31
5.5 Chapter summary 133
References 1 34
6 Product Strategy 135
6.1 Managing the three product components 1 36
6.1.1 Managing a product s essence 136
Vl ii Successful Marketing Strategy for High Tech Firms
6.1.2 Managing a product s physical attributes 138
6.1.3 Managing a product s shell 146
6.2 Managing a product range 148
6.3 Managing a high tech product according to its product
life cycle 151
6.3.1 Introduction stage 153
6.3.2 Sales growth stage 156
6.3.3 Maturity and decline stages 159
6.4 Controlling complementary products 160
6.5 Chapter summary 161
References 161
7 Pricing High Tech Products 163
7.1 Determining price limits 165
7.1.1 Evaluating the price elasticity of demand 165
7.1.2 Estimating the costs learning curve 168
7.1.3 Taking competitors into account 169
7.2 Various pricing techniques 170
7.2.1 Cost + profit margin 171
7.2.2 Rate of return and break even point 171
7.2.3 Market price 172
7.2.4 Bidding price 173
7.2.5 Comparison with substitute products 173
7.2.6 Value perceived by customers 173
7.2.7 Pricing below costs 175
7.3 Adapting a price policy to different types of
high tech products 176
7.4 Integrating the other determinants of price 178
7.4.1 Pricing according to the product range 178
7.4.2 Pricing according to the company s pricing strategy 178
7.4.3 Pricing according to the reactions from other competitive
forces in the market 179
Contents IX
7.5 Chapter summary 179
References 180
8 Communication Strategy for High Tech Products 181
8.1 Communication for high tech products 182
8.2 Setting a communication budget 182
8.3 Allocating the advertising budget 18 3
8.4 Corporate advertising and public relations 192
8.5 Managing promotional tools 193
8.6 Chapter summary 19 5
References 196
9 Distributing and Selling High Tech Products 197
9.1 Selecting distribution channels for high tech products 198
9.1.1 Channel design decisions according to the size of the market 199
9.1.2 Channel design decisions according to the cost of the
distribution network 201
9.1.3 Channel design decisions according to the product
characteristics 204
9.1.4 Channel design decisions according to the degree of control
over a distribution network 204
9.1.5 Channel design decisions according to the flexibility of the
distribution network 205
9.2 Managing distributors of high tech products 205
9.3 Selling high tech products 209
9 J.I Prospecting 211
9.3.2 A teamwork approach 2H
9.3.3 Customer follow up 21 5
9.3.4 Support activities 216
9.3.5 After sales market 219
9.4 Chapter summary 221
References 222
X Successful Marketing Strategy for High Tech Firms
10 The Position of Marketing Within
High Tech Companies 223
10.1 The position of the marketing department in a
high tech firm 224
10.2 The internal organization of the marketing
department 227
10.3 The necessary cooperation of the marketing
department with other departments 229
10.3.1 Collaboration with research and development 230
10.3.2 Collaboration with manufacturing and customer service 236
10.3.3 Organizing cooperation among departments 238
10.4 Chapter summary 242
References 243
Appendix A: Key Success Factors of a Marketing
Department in a High Tech Company 245
Appendix B: The Marketing Plan 249
References 253
About the Author 255
Index 257
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| spelling | Viardot, Eric Verfasser aut Successful marketing strategy for high tech firms Eric Viardot 2. ed. Boston [u.a.] Artech House 1998 XV, 266 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier The Artech House technology management and professional development library High technology Marketing Technological innovations Marketing Industrie (DE-588)4026779-9 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Spitzentechnologie (DE-588)4124236-1 gnd rswk-swf Spitzentechnologie (DE-588)4124236-1 s Industrie (DE-588)4026779-9 s Marketing (DE-588)4037589-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008560335&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Viardot, Eric Successful marketing strategy for high tech firms High technology Marketing Technological innovations Marketing Industrie (DE-588)4026779-9 gnd Marketing (DE-588)4037589-4 gnd Spitzentechnologie (DE-588)4124236-1 gnd |
| subject_GND | (DE-588)4026779-9 (DE-588)4037589-4 (DE-588)4124236-1 |
| title | Successful marketing strategy for high tech firms |
| title_auth | Successful marketing strategy for high tech firms |
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| title_full | Successful marketing strategy for high tech firms Eric Viardot |
| title_fullStr | Successful marketing strategy for high tech firms Eric Viardot |
| title_full_unstemmed | Successful marketing strategy for high tech firms Eric Viardot |
| title_short | Successful marketing strategy for high tech firms |
| title_sort | successful marketing strategy for high tech firms |
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