Marketing of High Technology Products and Innovations 3rd Edition by Jakki J Mohr, Sanjit Sengupta, Stanley Slater ISBN 0133808130 9780133808131

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ISBN 10: 0133808130
ISBN 13: 9780133808131
Author: Jakki J Mohr, Sanjit Sengupta, Stanley Slater

This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound book. For undergraduate and graduate courses on marketing high-tech products.   Provide Your Students with the Vital Information They Need to Successfully Market High-tech Products  Marketing of High-Technology Products and Innovations is the only text on the market that focuses on the unique marketing challenges that surround high-tech products and service.   The Third Edition retains all the same concepts and materials of previous editions and includes comprehensive coverage of the latest academic research and leading-edge business practices. 

Marketing of High Technology Products and Innovations 3rd Table of contents:

CHAPTER 1 Introduction to the World of High-Technology Marketing

The Lexicon of Marketing

Strategic Activities and Decisions

Functional Activities and Decisions

Tactical Activities and Decisions

Defining High Technology

Government-Based Classifications

Common Characteristics of High-Tech Environments

Types of Innovation

The Contingency Model for High-Tech Marketing

Framework for High-Technology Marketing Decisions

Summary

Glossary

Appendix 1.A: High-Technology Industry Classifications

Appendix 1.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

Key Strategy Decisions

Strategy Types

Product Leader (Prospector)

Fast Follower (Analyzer)

Customer Intimate (Differentiated Defender)

Operationally Excellent (Low-Cost Defender)

A Cautionary Note

Strategy Creation: Approaches and Structures

Emergent versus Formal Planning

Market-Focused Organizational Structure

Marketing Performance Measurement

Summary

Glossary

Appendix 2.A: Funding and Resource Considerations for Small High-Tech Start-Ups

Funding a High-Tech Start-Up

Utilizing 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

Corporate Imagination

Expeditionary Marketing

Risk Tolerance

Compensation for Innovation

Other Facilitators of Innovativeness

Obstacles to Maintaining a Culture of Innovativeness

Core Rigidities

The Innovator’s Dilemma

Summary

Glossary

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

Glossary

Appendix 4.A: What Does It Take to Become Customer Focused and Market Oriented?

CHAPTER 5 Partnerships, Alliances, and Customer Relationships

Partnerships and Strategic Alliances

Types of Partnerships

Reasons for Partnering

Risks of Partnering

Factors Contributing to Partnership Success

Outsourcing: High Risk/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

Open Innovation Networks

New Product Alliances

Customer Relationship Marketing/Management

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

Glossary

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

Glossary

CHAPTER 7 Understanding High-Tech Customers

Customer Purchase Decisions

Problem Recognition

Information Search

Evaluate Alternatives

Purchase Decision

Postpurchase 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

Step 1: Divide Possible Customers into Groups

Step 2: Profile the Customers in Each Segment

Step 3: Evaluate and Select a Target Market

Step 4: 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

Glossary

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

Customizing Complex Products

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

Glossary

Appendix 8.A: Details on the Patenting Process

Types of Patent Applications

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 toward 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

Glossary

CHAPTER 10 Pricing Considerations in High-Tech Markets

The High-Tech Pricing Environment

The 3 C’s of Pricing

Costs

Competition

Customers

Consolidating the 3 C’s into a Successful Strategy

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

Usage Restrictions

Price Promotions

Summary

Glossary

CHAPTER 11 Marketing Communication Tools for High-Tech Markets

Advertising and Promotion Mix: Integrated Marketing Communications

Media Advertising

Public Relations/Publicity

Direct Mail

Trade Shows, Seminars, and Training

Catalogs, Literature, and Manuals

Telemarketing

Personal Selling

Internet Advertising and Promotion

Display Ads

Search Ads

Pricing Models for Online Advertising

Web 2.0 Technologies

Web 3.0 Technologies

Viral Marketing

Mobile Advertising

Marketing in Virtual Reality Environments

Dealing with Disruption

The Website’s Part in Advertising and Promotion Strategy

Website Design

Building Site Traffic

Evaluating Website Effectiveness

Summary

Glossary

Appendix 11.A: 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

What Is a Brand?

The Benefits and Risks of Branding Strategies

Developing a Strong Brand

Ingredient Branding

Branding for Small Business

New Product Pre-Announcements

Advantages and Objectives of Pre-Announcements

Disadvantages of Pre-Announcements

Tactical Considerations in the Pre-Announcement Decision

Summary

Glossary

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 and Approaches to CSR

Measuring the Outcomes and Effectiveness of CSR Initiatives

Best-Practices CSR for High-Tech Companies

Serving Base-of-the-Pyramid Markets: Corporate Social Responsibility and Social Entrepreneurship

Domains for Intervention

Business Models and 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

The Kyoto Protocol

Best-Practices Environmental Strategy: A Four-Step Approach

Natural Capitalism

Challenges for Environmentally Responsible Business Practices

A Framework for Navigating Ethical Controversies

Summary

Glossary

Appendix 13.A : Application of a Framework to Address Ethical Controversies: Merck, Ivermectin, and

Step 1: Identify All Stakeholders Who Are Affected by the Decision

Step 2: For Each Stakeholder Group, Identify Its Needs and Concerns

Step 3: Prioritize the Stakeholder Groups and Perspectives

Step 4: Make and Implement a Decision

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