Marketing of High Technology Products and Innovations 3rd Edition by Jakki J Mohr, Sanjit Sengupta, Stanley Slater – Ebook PDF Instant Download/Delivery: 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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