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Adam Tow UCF Class of 2010 Interdisciplinary Studies. High Tech Product Marketing, An interdisciplinary Approach. Disclaimer.
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UCF Class of 2010
I never learned
any of this in
Combining both traditional research methods, with emphasis on observational research, and primary source usage, this presentation will present a two-pronged case in support of an interdisciplinary approach to high-tech marketing.
How does each view the role of communicating technological details in conveying the significance of a product to consumers?
Scientists would like to see more emphasis put on explaining the technology and the science behind innovation as a means to drive sales.
Marketers are often unable to understand the science (often due to R&D communication lapses), and therefore hesitant to use science to form marketing campaigns. Marketers may also feel that consumers would not appreciate the science behind products.
Science – assumes the world is governed by physical laws, which can be used to manipulate clear advantages for human use.
Marketing (Business) – believes a predictable pattern of consumer behavior and purchasing patterns can be established, and directly related to marketing strategy
Scientists– see the problem as a consequence of lack of appreciation for scientific principles.
Marketing (Business) – sees the problem as caused by an inability to communicate complicated scientific principles via marketing channels.
*note: though physicists, chemists, and biologists are not practitioners of the same discipline, they are all scientists, with similar perspectives and assumptions. Moreover, the contrasts among scientists are negligible compared to the disparity between their counterparts in marketing. For this reason, the disciplines involved in R&D May be referred to en mass, as “scientists” throughout the presentation, only specified when warranted.
Establishing common ground among the disciplines incorporated in this project will depend on redefining the assumptions which predicate the disagreements between the scientific and business-oriented marketing approach. Marketers assume that complicated science doesn’t sell (which is likely a product of their own lack of appreciation for its significance), and scientists assume that laymen (such as marketers) have severely limited appreciation for technology, and will thus be unable to communicate its benefits fully, to the detriment of sales (which they feel would be increased by a fuller appreciation of the technology). In essence, the common ground between the two disciplines is that they both believe that the “correct” information is very powerful way to reach consumers. Redefining the assumptions that scientists and businessmen have will help establish common ground between them, such that they can better achieve their common goal of more successful sales of high-tech products, via disseminating the “proper” information.
To achieve common ground, the fundamental shared goals had to be established first. The goal of a firm is to maximize shareholder wealth. It's finance 101, and a goal that everyone in a company has in common, from the scientists in research and development to the businessmen developing marketing plans. When a product goes from idea, to prototype, to marketing meeting, it needs to be packaged such that it can yield the maximum profit. From this shared goal, a common ground can be established, that the best way to sell a product is by presenting the consumer with the best information. In this project, we show that a compromise can be reached which incorporates more scientific theory in a marketing package. Indeed, it is our contention, that the “right” information showcases the power of the science behind a product, but in a way that is accommodating to “lay” populations, as well. Doing so is established by creating a marketing package that integrates a moderate level science effectively, and is shown to have a good consumer response (the goal of a marketer). By combining the viewpoints of the developing scientists with the shared goals of the marketers (and by creating a successful, interdisciplinary marketing plan), the project will demonstrate an effective, integrative, and interdisciplinary model of marketing high-tech products.
Marketing philosophy teaches that marketers should demonstrate the fulfillment of a “need” with a product. Perhaps a better understanding of technology can make this process easier? Understanding how and what a high-tech product does, should be a logical first step in this process!
A five step plan to toward a more effective
high-tech marketing team
The consensus in
academics is clear,
cooperation is a huge
fulfill just this niche, which
is often seemingly
unattainable for many firms.
An Interdisciplinary Solution
Communicate consumer needs
Explain technology and
It‘s impact on consumers
Provided points for product
differentiation, via tech.
and in terms of CONSUMER impact!
This point is certainly important. Interdisciplinarians are especially qualified to lead marketing campaigns which communicate the benefits of the new technology, (using today’s marketing channels), that drives radical innovations.
Two categories for evaluating how technology can be used to create a marketing campaign.
The use of observational research, and the interdisciplinary approach to formulate a marketing campaign for a high tech product.
Note: this information is the exclusive property of Adam Tow and may contain confidential trade secrets.
Adam Tow is an undergraduate senior in the University of Central Florida’s Burnett Honors BS/MD program. Graduating with a BS in Interdisciplinary Studies (Biomedical/Physical Science concentration) and a business minor, Adam will be attending MBA program at the Ivy League’s Johnson School of Management in the fall. Adam is also CEO of Eazio Technologies and Multiple Sclerosis Research Project Director at the Sugaya Biomedical Research Laboratory.