Successful Marketing Strategies for High-Tech Firms

TeamLiB......Page 1
Cover......Page 2
Contents......Page 7
Introduction......Page 13
Acknowledgments......Page 17
1.1 What is marketing?......Page 18
1.2 What is a high-tech product?......Page 23
1.3 What is high-tech marketing?......Page 40
1.4 Summary......Page 43
References......Page 44
2. Corporate and Marketing Strategies in the High-Tech Industry......Page 48
2.1 The company's mission and vision in the high-tech industry......Page 49
2.2 The strategic dimensions of technology......Page 51
2.3 Technology as a strategic resource competence......Page 65
2.4 Developing technology competence through external growth......Page 75
2.5 Marketing strategy and marketing plan for high-tech products......Page 81
2.6 Summary......Page 85
References......Page 86
3. Knowing Customers and Markets......Page 90
3.1 Determining the customer™s buying behavior......Page 91
3.2 Estimating demand......Page 110
3.3 Managing the relationship with customers......Page 118
3.4 Summary......Page 119
References......Page 120
4. Understanding Competitors......Page 124
4.1 Identifying competitors......Page 125
4.2 Analyzing a competitor's strategy......Page 134
4.3 Finding information about competitors......Page 138
4.4 Organizing competitive analysis......Page 144
References......Page 146
5. Selecting Markets......Page 148
5.1 Two market segmentation methods for high-tech products and services......Page 150
5.2 Evaluating and targeting segments......Page 159
5.3 Positioning of the solution......Page 162
5.4 Segmentation and time......Page 167
5.5 Summary......Page 169
References......Page 170
6. Product Strategy......Page 172
6.1 Managing the three product dimensions......Page 173
6.2 Managing a product range......Page 190
6.3 Managing a high-tech product according to its product life cycle......Page 193
6.4 Summary......Page 201
References......Page 202
7. Distributing and Selling High-Tech Products......Page 206
7.1 Selecting distribution channels for high-tech products......Page 207
7.2 Managing distributors of high-tech products......Page 215
7.3 Selling high-tech products......Page 218
7.4 Summary......Page 230
References......Page 231
8. Communication Strategy for High-Tech Products......Page 234
8.1 Communication for high-tech products......Page 235
8.2 Setting a communication budget......Page 236
8.3 Allocating the advertising budget......Page 238
8.4 Managing promotional tools......Page 248
8.5 Preannouncement in the communication plan for high-tech products......Page 249
8.6 Corporate advertising, public relations, and viral marketing......Page 250
8.7 Summary......Page 253
References......Page 254
9. Pricing High-Tech Products......Page 256
9.1 Determining price limits......Page 259
9.2 Setting the price of high-tech products......Page 266
9.3 Adapting a price policy to different types of high-tech products......Page 273
9.4 Integrating the other determinants of price......Page 274
9.6 Summary......Page 276
References......Page 277
10. The Position of Marketing Within High-Tech Companies......Page 280
10.1 The position of the marketing structure in a high-tech firm......Page 281
10.2 The internal organization of the marketing structure......Page 283
10.3 The necessity for interdepartmental cooperation......Page 287
10.4 Summary......Page 297
References......Page 298
Appendix A: Key Success Factors of a Marketing Department in a High-Tech Company......Page 302
Appendix B: The Marketing Plan......Page 306
References......Page 309
About the Author......Page 310
Index......Page 312