Strategies for marketing computers and related products
Article Abstract:
Marketing of high technology products requires a study of the unique characteristics of computers and computer products that impact marketing strategies. These unique characteristics include: (1) careful planning by computer customers before purchasing, (2) computers as major investments, (3) the high level of research and development expenditures by high technology firms, (4) technological change being fundamental to computers, and (5) no derived demand. Computer entry strategies are: consumer-industrial, simultaneous entry, consumer only, industrial only, switchover and symbiotic. Key components of a computer marketing strategy are a research and development edge, service, and support.
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1986
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What presale and postsale services do you need to be competitive
Article Abstract:
To improve their international competitiveness, industrial marketers must develop more proactive marketing strategies. Such strategies must include services. Industrial marketers must develop their understanding of and sensitivity to customers' needs. To achieve this, they must understand that services need to be classified as presale and postsale, and decide which type of service is more important under what circumstances. Organizing and classifying services along the lines suggested in this article will give companies a competitive edge at almost no cost. A model is presented to demonstrate these ideas. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1992
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Developing futuristic product portfolios: a major panacea for the sluggish American industry
Article Abstract:
American competitiveness is on the decline. This article presents a new concept coined 'futuristic product portfolio.' These are portfolios dealing with product ideas for the future. This new concept if used effectively would enhance the competitiveness of the U.S. firms both at home and abroad. Discussion is centered around developing such a portfolio. Such portfolios are developed in three stages: (1) generating ideas, (2) evaluation, and (3) prioritization. An attempt is made to develop a paradigm that may be used to manage futuristic products. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1996
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