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| Ïîèñê ïî óêàçàòåëÿì |
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| Viardot E. — Successful Marketing Strategies for High-Tech Firms |
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| Ïðåäìåòíûé óêàçàòåëü |
Price setting, rate of return 250—251
Price setting, substitute product comparison 252
Price, bidding 252
Price, determinants, integrating 257—259
Price, determining 260
Price, makers 260
Price, managing 259
Price, market 251
Price/earnings ratio (PER) 118
Pricing 239—260
Pricing by competitive force reactions 259
Pricing by product range 257—258
Pricing in marketing strategy 239
Pricing, after-sales market 212 213
Pricing, below costs 255—256
Pricing, bottom price 243
Pricing, bundling and 258
Pricing, ceiling price 243
Pricing, comparisons 240
Pricing, competitors and 247—249
Pricing, complementary products 258—259
Pricing, costs learning curve and 244—246
Pricing, cut decision feedbacks 248
Pricing, decision 242
Pricing, differentiation and 257
Pricing, elasticity of demand 242—244
Pricing, limits, determining 242—249
Pricing, models 241
Pricing, smart 247
Pricing, summary 259—260
Pricing, TCO and 254
Pricing, tie-in offers 258—259
Procurement, in value chain model 50
Product essence 155
Product essence, changes 156
Product essence, defined 155
Product essence, identification 156
Product essence, managing 156—157
Product essence, quality and 157
Product orientation 2
Product physical attributes 155
Product physical attributes, brand name 163—169
Product physical attributes, characteristics 157—159
Product physical attributes, defined 155
Product physical attributes, managing 157—170
Product physical attributes, quality 169—170
Product physical attributes, styles 159—163
Product ranges, evolution 175
Product ranges, extending 174
Product ranges, extending upward 175—176
Product ranges, managing 173—176
Product ranges, pricing according to 257—258
Product ranges, scrutinizing 185
Product shell 155—156
Product shell, defined 155
Product shell, managing 170—173
Product shell, services 171—172
Production, cost minimization 46—47
Production, orientation 2 3
Products, bit rate-distance 40
Products, brand name 163—169
Products, characteristics 157—159
Products, compactness 160—161
Products, competitor identification by 108—111
Products, customization 162—163
Products, declining 184
Products, delivery 171
Products, differentiated 21
Products, dimensions 155—156
Products, dimensions, managing 156—173
Products, documentation 171—172
Products, ease of use 159—160
Products, functional requirements 272
Products, high-tech 6—23
Products, industrial 13
Products, knowledge of 287
Products, lame-duck 184
Products, life cycle 13
Products, maintenance 172
Products, marketing value evaluation 135—136
Products, physical 155
Products, potential 173
Products, quality 169—170
Products, raison d’etre 184
Products, reliability 161—162
Products, security 161—162
Products, simplicity 159—160
Products, standard 21
Products, strategy 155—185
Products, style 159—163
Products, substitute 111—112
Products, substitute, comparison with 252
Products, timely introductions of 286
Products, “champions” 269 270
Professional services 8
Promotional items 225
Promotional tools, efficiency 231
Promotional tools, managing 231—232 (see also “Advertising” “Communication”)
Prospecting 203—206
Prototype tests 95
Purchasing criteria 85—93
Purchasing factors (B2B) 79—84
Purchasing factors (B2B), criteria groups 82
Purchasing factors (B2B), economic situation 82
Purchasing factors (B2B), environmental factors 81—82
Purchasing factors (B2B), organizational factors 83—84
Purchasing factors (B2B), personal factors 84
Purchasing factors (B2B), political situation 82—83
Purchasing factors (B2B), price and 81
Purchasing factors (consumer products) 74—79
Purchasing factors (consumer products), criteria groups 76
Purchasing factors (consumer products), personal factors 77—78
Purchasing factors (consumer products), psychological factors 78—79
Purchasing factors (consumer products), psychosocial factors 77
Purchasing factors (consumer products), sociocultural factors 77
Purchasing factors (consumer products), Wi-Fi example 75—77
Push/pull decision 189
Quality, innovation 12
Quality, product 169—170
Quality, product essence and 157
Quantitative analysis 97—99
Quantitative analysis, based on qualitative information 98
Quantitative analysis, techniques 98
QWERTY keyword 42 90
R&D, aerospace industry 19—20
R&D, automotive industry 19
R&D, biotechnology 18
R&D, costs 246
R&D, cultural differences 270
R&D, electrical equipment industry 19
R&D, expenditures 17
R&D, high investments in 16—20
R&D, intensity evaluation 17
R&D, investment, strategic importance 57
R&D, IT 19
R&D, marketing collaboration with 270—275
R&D, marketing links 273
R&D, nuclear industry 20
R&D, solar industry 20
R&D, spender rankings 16
R&D, symbiosis with 286
R&D, turnover, by industry 18
Radio 228—229
| Rate of return 250—251
Rebels 87
Relabeling 58—59
Reliability in after-sales market 212
Reliability, product 161—162
Request for Proposals (RFPs) 84
Research contracts 59
Resources, optimal allocation of 53
Risk, attitudes toward 91—93
Sales, communication material 225
Sales, data 118
Sales, orientation 2 4
Salespeople 202
Salespeople as advisors 208
Salespeople, activities 203
Salespeople, customer confidence and 208
Salespeople, listening skills 204
Salespeople, support activities 209
Salespeople, time management 204
Salespeople, training 211
Salespeople, up-to-date 210 (see also “Selling”)
Sampling groups 96—97
Sampling groups, composition 96
Sampling groups, defined 96
Security, product 161—162
Segmentation, targeting, and positioning (STP) 132
Selective retention 79
Selling 201—213
Selling, activities 203 204
Selling, after-sales market 211—213
Selling, complexity 203
Selling, customer follow-up 208—209
Selling, profitability analysis 194
Selling, prospecting 203—206
Selling, qualification checklist 205—206
Selling, salespeople 202 203 204
Selling, summary 214
Selling, support activities 209—211
Selling, support functions 269
Selling, teamwork approach 206—207 (see also “Sales”)
Semantic Web research 15
Seminars 224—225
Service(s) as market success key 171
Service(s) in value chain model 50
Service(s), delivery 171
Service(s), documentation 171—172
Service(s), maintenance 172
Services Management System (SMS) 200 227
Short message service (SMS) 14
Silicon-on-insulator (SOI) 9—10
Simplicity, product 159—160
Situation analysis 65—66
Situation analysis, defined 65
Situation analysis, life cycle and 65
Situation analysis, technological force 65
Small and medium enterprises (SMEs) 220
Snake charts 144
Standard products 21
Standardization committees 124—125
Study trips 125
Style, product 159—163
Style, product, compactness 160—161
Style, product, customization 162—163
Style, product, reliability 161—162
Style, product, security 161—162
Style, product, simplicity, ease of use 159—160
Style, product, specialization 162—163 (see also “Product physical attributes” “Products”)
Substitute products 111—112
Suppliers as competitor information source 121—123 126
Suppliers, bargaining strength 113—114
Support activities 209—211
Supportive networks 47—48
System integrators 190
Tag lines 166
Targeting, innovators 90 179
Targeting, markets 66
Teamwork 206—207
Teamwork for mainframe computer 207
Teamwork, sales engineer and 207 (see also “Selling”)
Technologies as strategic resource competence 48—58
Technologies, basic 54
Technologies, development, in value chain model 50
Technologies, emergence time 38—39
Technologies, emerging 54
Technologies, evolution and revolution 12
Technologies, growth phase 36 41—48
Technologies, inferior 42
Technologies, introduction phase 35—36 38—41
Technologies, key 54
Technologies, life cycles 13 35—38
Technologies, managing, as core competence 55—58
Technologies, new uses for 16
Technologies, portfolio 53—55
Technologies, positioning of 37—38
Technologies, promising 15
Technologies, quick evolution 33
Technologies, sophisticated 7—10
Technologies, strategic dimensions 34—48
Technologies, succeeding technologies 14
Technologies, use prediction 41
Technology-based alliances 60—62
Technology-based alliances in aircraft manufacturing industry 62
Technology-based alliances, B2B 61
Technology-based alliances, benefits 61
Technology-based alliances, defined 60
Technology-based alliances, motivations 61 (see also “Alliances”)
Technology/product platforms 158
Television 228
Test markets 96—97
Tie-ins 258—259
Total Cost of Ownership (TCO) 254
Trade magazines 222—223
Trade magazines, coverage 223
Trade magazines, credibility 222
Trade magazines, sponsored 223 (see also “Advertising”)
Trade shows as competitor information source 124
Trade shows, advertising 223—224
Trade shows, trends 224
Traditionalists 87
Universal Mobile Telecommunications Service (UMTS) 116
Value chain model 50—53
Value chain model, defined 50
Value chain model, development 51
Value chain model, human resources management 50—51
Value chain model, inbound logistics 50
Value chain model, information treatment 51
Value chain model, infrastructure 51
Value chain model, marketing and sales 50
Value chain model, operations 50
Value chain model, outbound logistics 50
Value chain model, physical analysis with 52
Value chain model, primary activities 50—51
Value chain model, procurement 50
Value chain model, services 50
Value chain model, support activities 50—51
Value chain model, technology development 50
Value-added resellers 190
Vaporware see “Preannouncement”
Viral marketing 235—236
Wi-Fi 75—77
Wi-Fi, defined 75
Wi-Fi, technology derivation 76
“Wired & Wireless: High-Tech Capitals Now and Next” 80
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