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Marketing of High-Technology Products and Innovations

by: Mohr, Jakki J.; Sengupta, Sanjit; Slater, Stanley

Marketing of High-Technology Products and Innovations

by: Mohr, Jakki J.; Sengupta, Sanjit; Slater, Stanley

ISBN 13:
9780131411685
ISBN 10:
0131411683
Edition: 2nd
Format: Hardcover
Copyright: 01/01/2010
Publisher: Prentice Hall
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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.

Preface

Acknowledgments

xvii

About the Authors

xix

Introduction to High Technology

(38)

Defining High Tech

(14)

Government Definitions of High Technology

(2)

Defining High Tech in Terms of Common Characteristics

(11)

A Supply Chain Perspective on Technology

(1)

A Continuum of Innovations

(9)

Radical/Breakthrough Innovations

(4)

Incremental Innovations

(3)

Implications of Different Types of Innovations: A Contingency Model for High-Tech Marketing

(2)

Does Marketing Need to Be Different for High-Technology Products and Innovations?

(5)

Framework for Making High-Technology Marketing Decisions

(4)

Job Opportunities in High Tech

(1)

Summary

(4)

Appendix A: Outline for a Marketing Plan

(2)

Strategy and Corporate Culture in High-Tech Firms

(43)

Strategic Market Planning in High-Tech Companies

(4)

Planning at Medtronic

(2)

Strategy in the High-Tech Firm

(5)

Key Strategy Decisions

(3)

Strategy Innovation

(2)

Competitive Advantage---The Objective of Strategy

(6)

Resources and Competencies

(2)

Tests of Competitive Advantage for Superiority and Sustainability

(3)

Approach to Developing Resources and Competencies

(1)

Culture and Climate in Innovative Companies

(13)

Cultural Obstacles to Innovativeness

(1)

Cultural Facilitators of Innovation

(10)

Applying Lessons of Innovativeness on the Internet

(1)

Challenges for Small Companies

(6)

Funding Concerns

(3)

Other Resources

(1)

Navigating a Complex Environment

(1)

Summary

(6)

Relationship Marketing: Partnerships and Alliances

(26)

Partnerships and Alliances

(12)

Types of Partnerships

(2)

Reasons for Partnering

(5)

Risks Involved in Partnering

(1)

Factors Contributing to Partnership Success

(4)

Customer Relationships

(6)

Acquisition Strategy

(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

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Marketing of High-Technology Products and Innovations

Marketing of High-Technology Products and Innovations

9780131411685

0131411683

Summary

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Amazon no longer offers textbook rentals. We do!

Marketing of High-Technology Products and Innovations

Marketing of High-Technology Products and Innovations

9780131411685

0131411683

Summary

Table of Contents

Supplemental Materials

Excerpts

Write a Review

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