High-Tech Marketing
PPT Slide
Innovations can be classified as
Psychographic groups
The technology adoption life cycle
The NB of maintaining momentum to ensure passing on to next group (not left with fallen baton)
Surfing the Adoption cycle in case of LOTUS 123
1. Moore: Revised Technology Adoption Life Cycle.
2. The GAPS in the CURVE
3 The Chasm between early adopters and early majority
Chasm
HIGH TECHNOLOGY MARKETING
Early Markets Innovators: The Technology Enthusiasts &Visionaries
1.1 Buying Behaviour
1.2 How to find them
1.3 How to target them
2 Visionaries - Early Adopters
2.2 Selling to Visionaries
The Dynamics of Early Markets
Mainstream Markets
Early Majority: The Pragmatists
2.2 How to Locate them
1.3 Selling to Pragmatists
2 Late Majority: The Conservatives
2.1 Profile
Conservatives
2.3 Effective Marketing to Conservatives
3 Laggards : The Sceptics
Four fundamental characteristics of visionaries that alienate pragmatists.
Marketing strategy for technology based firms
Benefits of this strategy
Strategies: Application Niche Approach Thematic Niche Approach
Problems Application Niche Approach
High Tech Marketing
Step 1: The development of Sample Scenario ‘the data’
Step 2: Processing Characterisation Data: the Value Triad
The Value Triad
1-5 scaling to score where
Example Pen Based Laptop Value Matrix
The compelling reason to buy
To conservatives:
Step 3 traditional market research on target market customer
Segmentation checklist
Case Study
Email: ned@redbrick.dcu.ie
Home Page: http://ned.redbrick.dcu.ie
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