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Marketing of High-Technology Products and Innovations,9780131411685
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Marketing of High-Technology Products and Innovations

by ; ;
Edition:
3rd
ISBN13:

9780131411685

ISBN10:
0131411683
Format:
Hardcover
Pub. Date:
1/1/2010
Publisher(s):
Prentice Hall
List Price: $106.00
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Summary

For upper-level undergraduate and graduate courses in High Tech Marketing and Innovation. This thoroughly updated text presents a balance between theoretical discussions and practical examples and provides a framework for making marketing decisions in a high-tech environment. Ideal for undergraduate/graduate elective courses in Marketing of High-Tech Products, as well as 'technology centric' courses in Marketing Management, Business-to-Business Marketing and New Products.

Table of Contents

Preface xi
Acknowledgments xvii
About the Authors xix
Introduction to High Technology
1(38)
Defining High Tech
3(14)
Government Definitions of High Technology
4(2)
Defining High Tech in Terms of Common Characteristics
6(11)
A Supply Chain Perspective on Technology
17(1)
A Continuum of Innovations
18(9)
Radical/Breakthrough Innovations
18(4)
Incremental Innovations
22(3)
Implications of Different Types of Innovations: A Contingency Model for High-Tech Marketing
25(2)
Does Marketing Need to Be Different for High-Technology Products and Innovations?
27(5)
Framework for Making High-Technology Marketing Decisions
28(4)
Job Opportunities in High Tech
32(1)
Summary
33(4)
Appendix A: Outline for a Marketing Plan
37(2)
Strategy and Corporate Culture in High-Tech Firms
39(43)
Strategic Market Planning in High-Tech Companies
42(4)
Planning at Medtronic
44(2)
Strategy in the High-Tech Firm
46(5)
Key Strategy Decisions
46(3)
Strategy Innovation
49(2)
Competitive Advantage---The Objective of Strategy
51(6)
Resources and Competencies
51(2)
Tests of Competitive Advantage for Superiority and Sustainability
53(3)
Approach to Developing Resources and Competencies
56(1)
Culture and Climate in Innovative Companies
57(13)
Cultural Obstacles to Innovativeness
58(1)
Cultural Facilitators of Innovation
59(10)
Applying Lessons of Innovativeness on the Internet
69(1)
Challenges for Small Companies
70(6)
Funding Concerns
71(3)
Other Resources
74(1)
Navigating a Complex Environment
75(1)
Summary
76(6)
Relationship Marketing: Partnerships and Alliances
82(26)
Partnerships and Alliances
84(12)
Types of Partnerships
84(2)
Reasons for Partnering
86(5)
Risks Involved in Partnering
91(1)
Factors Contributing to Partnership Success
92(4)
Customer Relationships
96(6)
Acquisition Strategy
97(3)
Customer Relationship and Retention Strategies
100(2)
Summary
102(2)
Appendix A: Learning from Partners in Collaborative Relationships
104(4)
Market Orientation and R&D-Marketing Interaction in High-Technology Firms
108(23)
What It Means to Be Market Oriented
110(7)
Becoming Market Oriented
112(2)
Barriers to Being Market Oriented
114(1)
The Hidden Downside of a Market Orientation
115(2)
R&D--Marketing Interaction
117(10)
Nature of R&D--Marketing Interaction: Breakthrough versus Incremental Innovations
120(1)
Barriers to R&D--Marketing Collaboration
120(1)
Achieving R&D--Marketing Integration
121(6)
Summary
127(4)
Marketing Research in High-Tech Markets
131(37)
Gathering Information: High-Tech Marketing Research Tools
134(19)
Concept Testing
135(1)
Conjoint Analysis
136(1)
Customer Visit Programs
136(2)
Empathic Design
138(3)
Lead Users
141(6)
Quality Function Deployment
147(3)
Prototype Testing
150(1)
Beta Version Testing
151(2)
Gathering Competitive Intelligence
153(3)
Forecasting Customer Demand
156(4)
Forecasting Methods
157(1)
Other Considerations in Forecasting
158(2)
Summary
160(4)
Technical Appendix: What Is Conjoint (Tradeoff) Analysis?
164(4)
Understanding High-Tech Customers
168(32)
Customer Purchase Decisions
172(13)
Process of Customer Purchase Decisions
172(4)
Categories of Adopters
176(5)
Crossing the Chasm
181(4)
The Choice of Customer: Segmenting Markets and Selecting Target Markets
185(9)
Customer Strategies to Avoid Obsolescence
194(3)
Customer Migration Decisions
194(1)
Marketers' Migration Options
195(2)
Summary
197(3)
Product Development and Management Issues in High-Tech Markets
200(52)
Technology Development
202(5)
The ``What to Sell'' Decision
207(5)
Possible Options
207(1)
What Decision Makes Sense?
208(3)
Technology Transfer Considerations
211(1)
Product Architecture: Modularity, Platforms, and Derivatives
212(4)
Modularity
212(1)
Platforms and Derivatives
213(3)
New Product Development Teams
216(2)
A Cautionary Note on Issues Related to ``Killing'' New-Product Development
218(1)
Developing Services as Part of the High-Technology Product Strategy
219(4)
Unique Characteristics of Services: Implications for High-Tech Marketing
222(1)
Protection of Intellectual Property
223(16)
Patents
225(8)
Copyrights
233(1)
Trademarks
233(1)
Trade Secrets
234(2)
Patents or Trade Secrets?
236(2)
Managing Intellectual Property
238(1)
Summary
239(4)
Appendix 7A: Steps in Obtaining International Patent Protection
243(3)
Appendix 7B: Proprietary Information Programs
246(6)
Distribution Channels and Supply Chain Management in High-Tech Markets
252(35)
Issues in Distribution Channel Design and Management
254(5)
Channel Considerations in High-Tech Markets
259(7)
Blurring of Distinctions between Members in the Supply Chain
259(1)
Need for Indirect Channels to Provide Value for Manufacturers
260(1)
Evolution of High-Tech Channels
261(1)
Understanding Gray Markets
262(3)
Black Markets, Piracy, and Restricted Exports
265(1)
Adding New Channels: The Internet
266(10)
Generating Incremental Revenue or Cannibalizing Existing Sales
267(3)
Avoiding Conflict
270(1)
Managing Conflict
271(1)
Steps in Managing Hybrid Channels
272(4)
Expanding the View: From Distribution Channels to Supply Chains
276(6)
Effective Supply Chain Management
278(2)
Trends in Supply Chain Management
280(2)
Summary
282(5)
Pricing Considerations in High-Tech Markets
287(26)
The High-Tech Pricing Environment
288(1)
The Three Cs of Pricing
289(4)
Costs
290(1)
Competition
290(1)
Customers
290(3)
Customer-Oriented Pricing
293(6)
Steps in Customer-Oriented Pricing
293(2)
Implications of Customer-Oriented Pricing
295(4)
Pricing of After-Sales Service
299(1)
The Technology Paradox
300(4)
Solutions to the Technology (Pricing) Paradox
301(1)
From Free to Fee
302(1)
Antitrust Considerations in Free Pricing
303(1)
The Effect of the Internet on Pricing Decisions
304(1)
Additional Pricing Considerations
305(4)
Outright Sale of Know-How versus Licensing Agreements
305(1)
Licensing Restrictions
305(1)
Pay-per-Use versus Subscription Pricing
306(1)
Price Bundling
306(1)
Leasing
307(2)
Summary
309(4)
Advertising and Promotion in High-Tech Markets: Tools to Build and Maintain Customer Relationships
313(49)
Advertising and Promotion Mix: An Overview
315(11)
Brief Overview of A&P Tools
316(4)
Internet Advertising and Promotion
320(6)
The Importance of Branding in High-Tech Markets
326(11)
Developing a Strong Brand
329(3)
Ingredient Branding
332(2)
Branding for Small Business
334(3)
New-Product Preannouncements
337(4)
Advantages and Objectives of Preannouncements
337(1)
Disadvantages of Preannouncements
338(1)
Tactical Considerations in the Preannouncement Decision
339(2)
The Role of Marketing Communications in Customer Relationships
341(5)
Categories of Customers
341(2)
Strategies for Customer Relationship Management
343(2)
Customer Relationship Management Software
345(1)
Summary
346(4)
Appendix A: Search Engine Placement
350(12)
E-Business, E-Commerce, and the Internet
362(34)
Lessons from the Dotcom Boom and Bust
365(7)
Capitalizing on the Unique Characteristics of the Online Environment
367(1)
Business Models
368(4)
Effective Website Design and Management
372(3)
Web Site Design
372(2)
Web Site Management
374(1)
Consumer Behavior and the Internet
375(3)
Peapod vs. WebVan
375(1)
Inhibitors of Consumer Use of the Web
376(1)
Facilitators of Consumer Use of the Web
377(1)
E-Business and Organizational (Business) Behavior
378(10)
Changing Distribution Channels
378(3)
New Purchasing Approach: Utilization of B2B Electronic Marketplaces
381(1)
Streamlined Supply Chain Management
382(3)
Accelerated Research and Development
385(1)
Enhanced Knowledge Management
386(1)
Efficient Training and Education
386(1)
Improved Customer Service Operations
386(1)
Customization of Products
387(1)
Delivery of Web Services
387(1)
Effective Partner Relationship Management
388(1)
Efficient Human Resource Management
388(1)
Gathering of Marketing Research
388(1)
Realizing the Internet's Full Potential
388(3)
New Devices for Access
389(1)
Diffusion of Broadband
389(1)
Semantic Web
390(1)
Overcoming Other Barriers
390(1)
Summary
391(5)
Realizing the Promise of Technology: Societal, Ethical, and Regulatory Considerations
396(35)
The Paradoxes of Technology and Unintended Consequences
398(8)
Technology Paradoxes
400(5)
Example of Backlash Due to Fears Arising from Technology: Protests over Genetically Modified Foods
405(1)
Ethical Controversies Surrounding Technological Advances
406(6)
Framework to Address Ethical Controversies: Merck, Ivermectin, and River Blindness
407(3)
Benefits of the Framework
410(2)
Social Responsibility and Business Decisions
412(7)
Social Responsibility and Innovation
416(3)
The Role of the Government
419(8)
Updating Antitrust Models
419(2)
Examining Intellectual Property Models
421(3)
Assisting with Access to Technology
424(3)
Concluding Remarks: Realizing the Promise of Technology
427(1)
Summary
427(4)
Name Index 431(6)
Subject Index 437

Excerpts

With this revised edition of theMarketing of High-Technology Products and Innovations,we invite you to consider the following ways in which the last three years have witnessed enormous changes in the technology arena: The economy has gone from one that characterized technology as a panacea, the driver of the economic engine, to a major source of the economic downturn in 2000-2002. Organizations and enterprise customers have tightened their enthusiasm for tech spending, monitoring more carefully the returns from investments in technology. In the area of consumer electronics and technology, the pace of innovation that offers a multiplicity of new products for customers continues unabated. In the Internet arena, businesses have more widely adopted electronic business technologies, designed to streamline business processes for enhanced effectiveness and efficiency. Companies and retailers are moving to harmonized distribution channels, offering customers bricks-and-clicks-models for a seamless shopping experience via a multitude of channel choices. Consumers continue to use the Internet for a wide array of activities, including searching for information, shopping, and joining virtual communities. The wider adoption of broadband technologies has allowed the sharing of more data, file-swapping of music, downloading of videos. Other bandwidth-intensive activities have also brought about a concomitant need to examine intellectual property rules, digital piracy, and legitimate use.These are but a few of the many changes the technology arena has witnessed during the three years since the first edition ofMarketing of High-Technology Products and Innovationswas released. Our intent with this revised edition is to continue the development and synthesis of decision frameworks and strategies that reflect best practices in the area of high-technology marketing. This edition offers a cutting-edge treatment of research and practice related to the marketing of technology and innovations, supported with a plethora of examples and applications.Thriving in the high-tech marketplace requires mastery of a diverse set of skills and capabilities. From adroitly reading market trends; investing wisely in future technologies; leveraging the skills and capabilities of technical and marketing personnel in a dynamic, interactive fashion; understanding customers intimately; offering a compelling value proposition; developing astute marketing campaigns; pricing with an eye to customer value; and harmonizing distribution channels and supply chains, high-tech marketing managers must be versatile, yet focused, flexible yet determined, tenacious yet open-minded.In light of this complicated and challenging environment, we offer a systematic, thorough overview of the issues high-tech marketers must address. More specifically, based on feedback and reviews of the first edition, this second edition: Offers more in-depth treatment to the topical coverage in the chapters. Brings more examples to the book. Streamlines the presentation of the material. Updates the material to reflect new developments both in the area of high technology marketing research and practice (for example, in the area of micro payments and subscription pricing), as well as new technological developments. Adds coverage of under-developed areas in the first edition, such as the marketing of high-technology services.Importantly, the addition of Sanjit Sengupta of San Francisco State University and Stan Slater of Colorado State University as new co-authors on this edition brings new expertise and perspectives. Their biographies appear at the conclusion of this preface; in brief, Professor Sengupta brings experience in e-business and executive education in high-tech marketing, and Professor Slater brings an extensive background in business strategy and market or


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