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Lecture 5. 17/10/13. Documentum Salient Points: . Effectively identified a problem Built a technical solution Good management team Issues: How to choose a target market? Vertical versus Horizontal What type of sales team do they need? . Documentum Questions:.

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lecture 5

Lecture 5

17/10/13

documentum salient points
Documentum Salient Points:
  • Effectively identified a problem
  • Built a technical solution
  • Good management team
  • Issues:
    • How to choose a target market?
      • Vertical versus Horizontal
    • What type of sales team do they need?
documentum questions
Documentum Questions:
  • What did Documentum learn from the first two customers?
  • Should they go with the insurance company deal?
  • Is Moore’s approach to selecting the market a good one for the company?
  • Differences between vertical and horizontal market?
a market
A Market…
  • a set of actual or potential customers
  • for a given set of products or services
  • who have a common set of needs or wants, and
  • who reference each other when making a buying decision

Moore says, "the notion that part of what defines a high-tech market is the tendency of its members to reference each other when making buying decisions-- is absolutely key to successful high-tech marketing."

the chasm
‘The Chasm’
  • Crossing the Chasm is closely related to the technology adoption lifecycle where five main segments are recognized; innovators, early adopters, early majority, late majority and laggards.
  • According to Moore, the marketer should focus on one group of customers at a time, using each group as a base for marketing to the next group.
  • The most difficult step is making the transition between visionaries (early adopters) and pragmatists (early majority).
high tech marketing model
High-Tech Marketing Model
  • Technology Adoption Lifecycle becomes the foundation for a high-tech marketing model
    • the way to develop a market is to work the curve from left to right
    • progressively winning each group of users
    • using each "captured" group as a reference for the next
the stages
The Stages
  • Innovators pursue technology products aggressively
  • Early Adopters are the rare breed of visionaries, the core dream is a business goal, not a technology goal
  • Early Majority are pragmatists, they tend to be 'vertically' oriented, meaning that they communicate more with others like themselves within their own industry than do technology enthusiasts and early adopters
  • Late Majority share the concerns of the early majority, in addition they have a tendency to be uncomfortable with technology
  • Laggards typically do not want anything to do with technology