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STRATEGIC TECHNOLOGY MARKETING DR. ISMI RAJIANI

STRATEGIC TECHNOLOGY MARKETING DR. ISMI RAJIANI. Selling and Marketing Concepts Contrasted. Starting point. Focus. Means. Ends. Factory. Existing products. Selling and promotion. Profits through sales volume. (a) The selling concept. Target market. Customer needs. Integrated

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STRATEGIC TECHNOLOGY MARKETING DR. ISMI RAJIANI

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  1. STRATEGIC TECHNOLOGY MARKETING DR. ISMI RAJIANI

  2. Selling and MarketingConcepts Contrasted Starting point Focus Means Ends Factory Existing products Selling and promotion Profits through sales volume (a) The selling concept Target market Customer needs Integrated marketing Profits through customer satisfaction (b) The marketing concept

  3. Operational Model for Implementing the Philosophy of the Marketing Concept is the: Marketing Mix

  4. The Marketing MixConsists of Four Basic Strategic Variables (the four “P’s”) • Product Strategy • Price Strategy • Promotional Strategy • Place Strategy (Channels of Distribution)

  5. Four P’s Product Price Place Promotion Four C’s Customer solution Customer cost Convenience Communication Marketing Mix and the Customer

  6. Other Ps for Services(the three “P’s”) • People Strategy • Process Strategy • Physical Evidence Strategy

  7. The Four P’s elements

  8. Production Concept Product Concept Selling/Sales Concept Evolution of Company Orientation Marketing Concept Holistic Marketing Concept

  9. Marketing Management Philosophies • Consumers favor products that are • available and highly affordable. • Improve production and distribution. • Consumers favor products that offer • the most quality, performance, and • innovative features. • Consumers will buy products only if • the company promotes/ sells these • products. • Focuses on needs/ wants of target • markets & delivering satisfaction • better than competitors. • Focuses on needs/ wants of target • markets & delivering superior value. Production Concept Product Concept Selling Concept Marketing Concept Societal Marketing Concept

  10. Holistic Marketing Dimensions

  11. Revenue Early Adopters Lead Users Early Majority Late Majority Laggards Time Technology Adoption • Product Life Cycle (Based on G. Moore “Crossing the Chasm”) • Innovators  Lead Users : TechnologyEnthusiasts; They want to try it just to see if it works… • Visionaries  Early Adopters : They have the insight to match a new technology to a strategic opportunity • Pragmatists  Early Majority : They fell that some Risk may be taken, but with a good safety nets in place • Conservative  Late Majority : They are Conservatives that are against discontinuous innovations • Sceptics  Laggards : They are Sceptics...

  12. Technology Adoption • “The CHASM” is changing  highly industry dependent... 2.5% 13.5% 34% 34% 16% 2% 48 % 29% 16% 5% Lead Users Main Market Main Stream Market Early Market Possible Market (?) Classical Early market VS Mainstream Market The New Reality The CHASM may have moved depending on your industry !!!!

  13. Technology Adoption • Evolution of “The CHASM” (1/3) • In the last 10 years, people have become more and more tech-savvy  People are more comfortable with technology • Adoption of technology is faster today thanks to Internet, Twitter, Facebookand other social medias. • The Early Adopters area of the curve is today much larger  50% of the total market is now before the CHASM. Lead Users Main Market Possible Market (?) 50% of Market 50% of Market

  14. Conclusions • 1. Marketing Mix • Branding • A strong branding is required to ease market penetration and allow client retention. • Social Medias • Use all social medias on the web to help your market be aware of what you are doing. The difficulty is to do its soon enough but at the same time not too soon. • You must analyze periodically the social medias to know what is been said about your company, group and products. Use those medias to influence perceptions and be close to your clients (customer proximity). • 2. Understanding Market Segment • You must understand your market and this takes time and efforts. If your “beachhead” is very niche or is only a specific program (governmental, defense), you must work on the customer intimacy to influence his decisions toward your solution.

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