Artech.House.Publishers.Successful.Marketing.Strategy.for.High.Tech.Firms.3rd.edition.eBook-LiB.pdf

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Anh văn thương mại, kinh doanh Successful Marketing Strategyfor High-Tech FirmsThird EditionFor a listing of recent titles in the Artech House Technology Management andProfessional Development Library, turn to the back of this book.Successful Marketing Strategyfor High-Tech FirmsThird EditionEric ViardotArtech HouseBoston • Londonwww.artechhouse.comLibrary of Congress Cataloging-in-Publication DataA catalog record for this book is available from the U.S. Library of Congress.British Library Cataloguing in Publication DataA catalog record for this book is available from the British Library.Viardot, EricSuccessful marketing stratagy for high-tech firms.—3rd ed.—(Artech House technology management library)1. High technology—Marketing 2. Technological innovations—MarketingI. Title620.00688ISBN 1580537006Cover design by Gary Ragaglia© 2004 ARTECH HOUSE, INC.685 Canton StreetNorwood, MA 02062All rights reserved. Printed and bound in the United States of America. No part of this book may be reproducedor utilized in any form or by any means, electronic or mechanical, including photocopying, recording, or by anyinformation storage and retrieval system, without permission in writing from the publisher.All terms mentioned in this book that are known to be trademarks or service marks have been appropriatelycapitalized. Artech House cannot attest to the accuracy of this information. Use of a term in this book should notbe regarded as affecting the validity of any trademark or service mark.International Standard Book Number: 1-58053-700-610987654321ContentsIntroduction .xiAcknowledgments .xv1The Meaning of Marketing for High-Tech Firms . . 11.1 What is marketing? 11.2 What is a high-tech product? 61.2.1 The incorporation of sophisticated technology 71.2.2 A short life cycle 101.2.3 Innovation: evolution and revolution 121.2.4 High investments in research and development 161.2.5 Market specificity 201.2.6 Product diversity in high technology 201.2.7 Government involvement in the high-tech sector 211.3 What is high-tech marketing? 231.4 Summary 26References 272Corporate and Marketing Strategies in the High-TechIndustry 312.1 The company’s mission and vision in the high-tech industry 322.2 The strategic dimensions of technology 342.2.1 The technologies’ life cycles 352.2.2 The introduction phase of technology: why are companies usuallyunable to anticipate the market impact of technologies? 382.2.3 The growth phase of technology: how do you establish atechnological standard? 412.3 Technology as a strategic resource competence 482.3.1 The physical and virtual value chain model 50v2.3.2 The technology portfolio 532.3.3 Managing technology as a core competence 552.4 Developing technology competence through external growth 582.4.1 Relabeling 582.4.2 Licensing 592.4.3 External research contracts 592.4.4 Hiring from the industry 602.4.5 Alliances 602.4.6 Joint ventures 622.4.7 Acquisition 632.5 Marketing strategy and marketing plan for high-tech products 642.5.1 Situation analysis for high-tech firms 652.5.2 Targeting market(s) and designing the marketing mix 662.5.3 Action programs 662.5.4 Monitoring procedures 672.6 Summary 68References 693Knowing Customers and Markets 733.1 Determining the customer’s buying behavior 743.1.1 Purchasing factors for high-tech consumer products 743.1.2 Purchasing factors for high-tech products in business-to-business ac-tivities 793.1.3 Specific purchasing criteria for high-tech products 853.2 Estimating demand 933.2.1 Concept tests and prototype tests 943.2.2 The opinions of experts 963.2.3 Sampling groups and test markets 963.2.4 Using a quantitative analysis 973.2.5 On-line market research 993.3 Managing the relationship with customers 1013.4 Summary 102References 1034Understanding Competitors 1074.1 Identifying competitors 1084.1.1 Identification by market and by product 1084.1.2 Identification of the competitive forces at the industry level 1114.2 Analyzing a competitor’s strategy 1174.2.1 Strategic groupings of companies 1174.2.2 Competitive analysis 118vi Contents4.3 Finding information about competitors 1214.3.1 External sources 1214.3.2 Internal sources 1264.4 Organizing competitive analysis 1274.4.1 Who performs the competitive analysis? 1274.4.2 Performing the competitive analysis 1284.5 Summary 129References 1295Selecting Markets .1315.1 Two market segmentation methods for high-tech productsand services 1335.1.1 Innovation-driven market segmentation: the customer-grouping approach 1345.1.2 Market-driven market segmentation: the market-breakdownapproach 1385.2 Evaluating and targeting segments 1425.3 Positioning of the solution 1455.4 Segmentation and time 1505.5 Summary 152References 1536Product Strategy .1556.1 Managing the three product dimensions 1566.1.1 Managing a product’s essence 1566.1.2 Managing a product’s physical attributes 1576.1.3 Managing a product’s shell 1706.2 Managing a product range 1736.3 Managing a high-tech product according to its product lifecycle 1766.3.1 Introduction stage 1786.3.2 Sales growth stage 1816.3.3 Maturity and decline stages 1836.4 Summary 184References 1857Distributing and Selling High-Tech Products . . 1897.1 Selecting distribution channels for high-tech products 1907.1.1 Channel-design decisions according to the size of the market 1917.1.2 Channel-design decisions according to the cost of thedistribution network 193Contents vii7.1.3 Channel-design decisions according to the productcharacteristics 1957.1.4 Channel-design decisions according to the degree of controlover a distribution network 1967.1.5 Channel-design decisions according to the flexibility of thedistribution network 1977.2 Managing distributors of high-tech products 1987.3 Selling high-tech products 2017.3.1 Prospecting: the importance of qualification and probing 2037.3.2 A teamwork approach 2067.3.3 Customer follow-up 2087.3.4 Support activities 2097.3.5 After-sales market 2117.4 Summary 213References 2148Communication Strategy for High-Tech Products 2178.1 Communication for high-tech products 2188.2 Setting a communication budget 2198.3 Allocating the advertising budget 2218.3.1 Sales 2218.3.2 Trade magazines 2228.3.3 Trade shows 2238.3.4 Seminars and presentations 2248.3.5 Sales communication material 2258.3.6 Direct marketing, on-line marketing, and SMS marketing 2258.3.7 Packaging 2278.3.8 Magazines and newspapers 2278.3.9 Television 2288.3.10 Radio 2288.3.11 Outdoor advertising 2298.3.12 Communication mixes 2298.4 Managing promotional tools 2318.5 Preannouncement in the communication plan for high-techproducts 2328.6 Corporate advertising, public relations, and viral marketing 2338.6.1 Corporate advertising 2348.6.2 Public relations 2348.6.3 Word-of-mouth and viral marketing 2358.7 Summary 236References 2379Pricing High-Tech Products 239viii Contents . Library.Viardot, EricSuccessful marketing stratagy for high- tech firms. 3rd ed.— (Artech House technology management library)1. High technology Marketing 2. Technological. the back of this book. Successful Marketing Strategyfor High- Tech FirmsThird EditionEric ViardotArtech HouseBoston • Londonwww.artechhouse.comLibrary of
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Xem thêm: Artech.House.Publishers.Successful.Marketing.Strategy.for.High.Tech.Firms.3rd.edition.eBook-LiB.pdf, Artech.House.Publishers.Successful.Marketing.Strategy.for.High.Tech.Firms.3rd.edition.eBook-LiB.pdf, Artech.House.Publishers.Successful.Marketing.Strategy.for.High.Tech.Firms.3rd.edition.eBook-LiB.pdf, The incorporation of sophisticated technology, A short life cycle, Innovation: evolution and revolution, Innovation: evolution and revolution, High investments in research and development, High investments in research and development, Market specificity What is a high-tech product?, Product diversity in high technology, Government involvement in the high-tech sector, What is high-tech marketing?, The company’s mission and vision in the, The strategic dimensions of technology, The introduction phase of technology: why are, The physical and virtual value chain model, Joint ventures Technology as a strategic resource competence, Acquisition Technology as a strategic resource competence, Hiring from the industry, Alliances Marketing strategy and marketing plan for, Joint ventures Marketing strategy and marketing plan for, Acquisition Marketing strategy and marketing plan for, Situation analysis for high-tech firms, Targeting markets and designing the marketing mix Action programs, Monitoring procedures Marketing strategy and marketing plan for, Concept tests and prototype tests, The opinions of experts, Sampling groups and test markets, On-line market research Summary, Strategic groupings of companies, Competitive analysis Analyzing a competitor’s strategy, Two market segmentation methods for high-tech, Concept tests and prototype tests, The opinions of experts, Sampling groups and test markets, Using a quantitative analysis, On-line market research Estimating demand, Managing the relationship with customers, Identification by market and by product, Identification of the competitive forces at the industry, Introduction stage Managing a high-tech product according to its, External sources Finding information about competitors, Internal sources Selecting distribution channels for high-tech, Innovation-driven market segmentation: the, Sales Allocating the advertising budget, Trade magazines Allocating the advertising budget, Market-driven market segmentation: the, Outdoor advertising Communication mixes, Positioning of the solution, Adapting a price policy to different types of, Pricing according to the product range, Pricing complementary products and tie-in offers, Managing a product’s physical attributes, The position of the marketing structure in a, The internal organization of the marketing, Collaboration with research and development, Managing a product’s shell, Managing a product range, Sales growth stage Managing a high-tech product according to its, Maturity and decline stages, Channel-design decisions according to the size of the, Channel-design decisions according to the cost of the, Channel-design decisions according to the product, Channel-design decisions according to the degree of, Channel-design decisions according to the flexibility of, Managing distributors of high-tech products, Prospecting: the importance of qualification and, A teamwork approach Selling high-tech products, Customer follow-up Selling high-tech products, Support activities Selling high-tech products, After-sales market Selling high-tech products, Communication for high-tech products, Setting a communication budget, Sales Allocating the advertising budget, Trade magazines Allocating the advertising budget, Trade shows Allocating the advertising budget, Seminars and presentations Allocating the advertising budget, Sales communication material Allocating the advertising budget, Direct marketing, on-line marketing, and SMS, Packaging Magazines and newspapers, Television Allocating the advertising budget, Radio Allocating the advertising budget, Outdoor advertising Allocating the advertising budget, Communication mixes Allocating the advertising budget, Preannouncement in the communication plan for, Corporate advertising Corporate advertising, public relations, and viral, Public relations Corporate advertising, public relations, and viral, Word-of-mouth and viral marketing, Evaluating the price elasticity of demand, Estimating the costs’ learning curve, Taking competitors into account, Cost + profit margin Setting the price of high-tech products, Rate of return and break-even point, Market price Setting the price of high-tech products, Bidding price Setting the price of high-tech products, Comparison with substitute products, Value perceived by customers, Pricing below costs Setting the price of high-tech products, Adapting a price policy to different types of, Pricing according to the product range, Pricing complementary products and tie-in offers, Pricing according to the reactions from other, The position of the marketing structure in a, The internal organization of the marketing, Collaboration with research and development, Collaboration with manufacturing and customer, Organizing cooperation among departments

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