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| Viardot E. — Successful Marketing Strategies for High-Tech Firms |
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| Ïðåäìåòíûé óêàçàòåëü |
High-tech companies, advertising budgets 218
High-tech companies, mission 32—33
High-tech companies, situation analysis for 65—66
High-tech companies, successful 108
High-tech industry as “winner-takes-all” 41
High-tech industry, company mission/vision in 32—34
High-tech marketing, defined 23—26
High-tech marketing, lack of historical data 97
High-tech marketing, strategies 31—69 (see also “Marketing”)
High-tech products 6—23
High-tech products, B2B/B2C and 26
High-tech products, break-even point 250—251
High-tech products, cellular phone example 7—9
High-tech products, characteristics 7 218
High-tech products, chip manufacturing technology and 9—10
High-tech products, communication strategy 217—237
High-tech products, demand estimation and 93
High-tech products, differentiated 21
High-tech products, distinctive characteristics of 24
High-tech products, distributing 190—201
High-tech products, distribution channels 190—198
High-tech products, distributors 198—201
High-tech products, diversity 20—21
High-tech products, government involvement 21—23
High-tech products, innovation 12—16
High-tech products, managing, according to life cycle 176—184
High-tech products, market specificity 20
High-tech products, non-standard 195
High-tech products, price policy adaptation 256—257
High-tech products, prices, setting 249—259
High-tech products, pricing 239—260
High-tech products, purchasing criteria 85—93
High-tech products, purchasing factors (B2B) 79—84
High-tech products, purchasing factors (consumer) 74—79
High-tech products, quality 169—170
High-tech products, R&D investments 16—20
High-tech products, selling 201—213
High-tech products, short life-cycle 10—12
High-tech products, sophisticated technology 7—10
High-tech products, standard 21 195
High-tech services 8
Human Proteome Project 12
Human resources management 50—51
Inbound logistics 50
Infrastructure, in value chain model 51
Innovation-driven market segmentation 134—138
Innovation-driven market segmentation, Beta-test customer selection 138
Innovation-driven market segmentation, potential segment study 136—138
Innovation-driven market segmentation, product evaluation 135—136 (see also “Market segmentation”)
Innovations 12—16
Innovations, attitudes toward 85—91
Innovations, breakthrough 14
Innovations, competency-enhancing 57
Innovations, customers and 73
Innovations, disruptive 14
Innovations, incremental 152
Innovations, interconnected 41
Innovations, market sensitivity 88
Innovations, necessity 12
Innovations, quality 12
Innovations, radical 41
Innovations, technical feasibility of 39 (see also “Technologies”)
Innovative imitator strategy 33
Innovators, defined 85
Innovators, needs of 90
Innovators, targeting 90 179
Integrated marketing communications (IMC) 236
Introduction phase 38—41
Introduction phase, defined 35—36
Introduction phase, education 179
Introduction phase, failure and 39—40
Introduction phase, laser example 39
Introduction phase, product image 180
Introduction phase, strategies 179—181 181
Introduction phase, targeting similar product users 179—180
Introduction phase, testimonials/recommendations 180—181 (see also “Life cycles” “Technologies”)
Investment(s), more than competitors 47
Investment(s), R&D 16—20
Investment(s), R&D, strategic importance 57
ISO 9000 277
ISO 9001:2000 277—278
Joint marketing plan (JMP) 201
Joint Surveillance Target Attack Radar System (Joint STARS) 23
Joint ventures 62—63
Key success factors 281 285—287
Key success factors, collaboration 281 285
Key success factors, company abilities knowledge 285—286
Key success factors, customer knowledge 285
Key success factors, customer/organizational demand response 286
Key success factors, illustrated 286
Key success factors, product knowledge 287
Key success factors, symbiosis with R&D 286
Key success factors, timely product introductions 286
Key technologies 54
Lead user approach 137
Learning curve, costs 244—249
Learning curve, effect 244
Learning curve, validity 245
licensing 59
Life cycles 10—12
Life cycles, concept 35
Life cycles, decline stage 184
Life cycles, decline/saturation phase 37
Life cycles, growth phase 36 41—48 181—183
Life cycles, importance 176
Life cycles, introduction phase 35—36 38—41 178—181
Life cycles, maturity stage 183—84
Life cycles, PC 182—183
Life cycles, product management according to 176—184
Life cycles, product, theory 178
Life cycles, products and technology illustration 13 37
Life cycles, short-term 25
Life cycles, situation analysis and 65
Life cycles, technologies 35—38
light emitting diodes (LEDs) 15
Linux 49 182
Logos 165
Magazines 227—228
Mainstream users 86
Maintenance 172
Management, competitor style 121
Management, customer relations 101—102
Management, patent 56
Management, price 259
Management, product dimensions 156—173
Management, product range 173—176
Management, promotional tools 231—232
Management, strategic decisions 56
Manufacturing, cooperation with 275—278
Manufacturing, quick response 276
Many-to-many networks 45
Market price 251
Market segmentation 132
Market segmentation, criteria 150 151
Market segmentation, innovation-driven 134—138
Market segmentation, market-driven products 133 138—142
Market segmentation, methods 133—142
Market segmentation, Nokia case study 146—147
Market segmentation, summary 152—153
Market segmentation, time and 150—152
Market segments, defining 142
Market segments, evaluating 142—145
Market segments, most significant 143
Market segments, potential, study of 136—138
Market segments, targeting 142—145
Market(s), after-sales 211—213
Market(s), breakdown approach 136
Market(s), CAD-CAM 148
Market(s), competitor identification by 108—111
Market(s), focus on 33
| Market(s), government influence 115
Market(s), HPC 143
Market(s), penetration, accelerating 91
Market(s), selecting 131—153
Market(s), specificity 20
Market(s), targeting 66
Market(s), vision 271
Market-driven market segmentation 138—142
Market-driven market segmentation, criteria selection 139—142
Market-driven market segmentation, defined 138—139
Market-driven market segmentation, variables (business markets) 141
Market-driven market segmentation, variables (consumers) 141 (see also “Market segmentation”)
Marketing in value chain model 50
Marketing organization in company organization 268
Marketing organization, Cisco case study 267
Marketing organization, cooperation organization 278—280
Marketing organization, development stages 264
Marketing organization, interdepartmental cooperation 270—280
Marketing organization, internal 266—270
Marketing organization, manufacturing/customer service collaboration 275—278
Marketing organization, model 265
Marketing organization, position of 264—266 281
Marketing organization, R&D collaboration 270—275
Marketing organization, sales support functions 269
Marketing organization, view 265
Marketing plans 67 289—292
Marketing plans, benefits 289
Marketing plans, budget 291
Marketing plans, common (CMP) 201
Marketing plans, controls and contingency plans 291—292
Marketing plans, elements 289—290
Marketing plans, executive summary 290
Marketing plans, joint (JMP) 201
Marketing plans, market analysis 290 291
Marketing plans, marketing action program 290 291
Marketing plans, marketing strategies 290 291
Marketing plans, objectives 290—291
Marketing plans, operational 289
Marketing plans, strategic 289
Marketing plans, SWOT analysis 290 291
Marketing strategies 31—69
Marketing strategies as framework 64
Marketing strategies for large companies 93
Marketing strategies in marketing plan 290 291
Marketing strategies, corporate overlap 32
Marketing strategies, Dell example 31—32
Marketing strategies, development of 64
Marketing strategies, goal 31
Marketing strategies, pricing in 239
Marketing strategies, summary 68—69
Marketing strategies, technology dimensions 34—48
Marketing strategies, technology resource competence 48—58
Marketing, action program 290 291
Marketing, buzz 235—236
Marketing, concentrated 143
Marketing, contribution in patent management 56
Marketing, defined 1—6
Marketing, differentiated 144
Marketing, direct 225—226
Marketing, failures 150
Marketing, focus 2
Marketing, high-tech 23—26
Marketing, Linux and 49
Marketing, managers 23 26 74
Marketing, mix, designing 66
Marketing, on-line 226—227
Marketing, orientation 2
Marketing, philosophy 2 264
Marketing, position of 263—281
Marketing, professionals, cultural differences 270
Marketing, purpose 26
Marketing, R&D links 273
Marketing, recipe 23
Marketing, research 94
Marketing, role in corporate strategy 68
Marketing, SMS 227
Marketing, state of mind 6
Marketing, strategic 132
Maturity stage 183—184
Microsoft, AOL rivalry 122
Microsoft, platform strategy 174 175
Military, communications 23
Military, technology performance 22
Mission, definition of 32—33
Mission, Samsung example 34
Mission, statement 32
Monitoring, competitors 128
Monitoring, department 129
Monitoring, procedures 67
Moore’s Law 10—11
Multi protocol label switching (MPLS) 55
Multifunctional organization 279
Multifunctional project teams 280
nanotechnology 15
New product development (NPD) process 25
Newspapers 227—228
Nokia case study 146—147
On-line market research 99—101
On-line market research, advantages 101
On-line market research, disadvantages 100—101
On-line market research, participants 100
On-line market research, timesavings benefit 100
On-line marketing 226—227
One-to-many networks 45
Open architectures, Linux 49
Open architectures, providing 43—44
Operational marketing plan 289
Operations, in value chain model 50
Organic light-emitting diodes (OLEDs) 15
original equipment manufacturers (OEMs) 191
Outbound logistics 50
Outdoor advertising 229
packaging 227
Panels 125
partnerships 124
Patents, as competitor information source 124
Perceived value 252—255
Perception 79
periodicals 126
Personal factors, B2B product purchasing 84
Personal factors, consumer product purchasing 77—78
PESTEL analysis 65
platforms, defined 173
Platforms, Microsoft strategy 174 175
Platforms, scrutinizing 185
Platforms, uses of 173
Political data 119—120
Positioning 145—150
Positioning in strategic marketing 132
Positioning, conveying 150
Positioning, difficulty 147
Positioning, effective 149—150
Positioning, IPAQ options 145
Positioning, variables 149
Potential, product 173
Preannouncements 232—233
Preannouncements, benefits 232
Preannouncements, defined 232
Preannouncements, disadvantages 233 (see also “Communication”)
Price policies, adapting 256—257
Price policies, differentiation and 257
Price policies, product types and 256
Price sensitive meter (PSM) 253
Price setting 249—256
Price setting, below costs 255—256
Price setting, bidding price 252
Price setting, break-even point 250—251
Price setting, cost + profit margin 249—250
Price setting, market price 251
Price setting, perceived value 252—255
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