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Marketing of High-Technology Products and Innovations, 3/E
Jakki J. Mohr, University of Montana
Sanjit Sengupta, San Francisco State University
Stanley Slater, Colorado State Univesity

ISBN-10: 0136049966
ISBN-13:  9780136049968

Publisher:  Prentice Hall
Copyright:  2010
Format:  Cloth; 576 pp
Published:  02/05/2009
Status: Instock


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Description

For undergraduate and graduate courses on marketing high-tech products

 

Provide your students with the vital information they need to successfully market high-tech products. 

 

Marketing of High-Technology Products and Innovations is the only text on the market that focuses on the unique marketing challenges that surround high-tech products and service.

 

The third edition retains all the same concepts and materials of previous editions and includes comprehensive coverage of the latest academic research and leading-edge business practices. 


Features

<>For undergraduate and graduate courses on marketing high-tech products

 

Provide your students with the vital information they need to successfully market high-tech products. 

 

Marketing of High-Technology Products and Innovations is the only text on the market that focuses on the unique marketing challenges that surround high-tech products and service.

 

The third edition retains all the same concepts and materials of previous editions and includes comprehensive coverage of the latest academic research and leading-edge business practices. 


NEW! End-of-book Cases: The cases that have encouraged hands-on experience and in-depth analysis in previous editions have been replaced by current cases that better relate to today’s student. Facilitate critical thinking skills in your classroom with cases on:
•    Skype
•    TiVo
•    Xerox
•    ESRI (GIS software)
•    Boeing and Airbus
•    Goomzee
•    SELCO

UPDATED! In-depth Opening Vignettes: Each chapter begins with an opening vignette that highlights a particular company and how it has grappled with the issues in the coming chapter. In this edition the opening vignettes have not only been updated with current material but also delve deeper into the issues at hand providing students with greater insight.

 

NEW! “Technology Solutions to Global Problems”: These boxes feature real, cutting-edge companies, products/technologies, and business models that solve emerging problems such as the energy crisis or global warming.

 

NEW! Video: Supplementary videos are available to aid students in understanding the material. 


New To This Edition

NEW! End-of-book Cases: The cases that have encouraged hands-on experience and in-depth analysis in previous editions have been replaced by current cases that better relate to today’s student. Facilitate critical thinking skills in your classroom with cases on:
•    Skype
•    TiVo
•    Xerox
•    ESRI (GIS software)
•    Boeing and Airbus
•    Goomzee
•    SELCO

UPDATED! In-depth Opening Vignettes: Each chapter begins with an opening vignette that highlights a particular company and how it has grappled with the issues in the coming chapter. In this edition the opening vignettes have not only been updated with current material but also delve deeper into the issues at hand providing students with greater insight.

 

NEW! “Technology Solutions to Global Problems”: These boxes feature real, cutting-edge companies, products/technologies, and business models that solve emerging problems such as the energy crisis or global warming.

 

NEW! Video: Supplementary videos are available to aid students in understanding the material. 


Table of Contents

CHAPTER 1  Introduction to World of High Technology Marketing
CHAPTER 2  Strategic Market Planning in High-Tech Firms
CHAPTER 3  Culture and Climate Considerations for High-Tech Companies
CHAPTER 4  Market Orientation and Cross-functional (Marketing/R&D) Interaction
CHAPTER 5  Partnerships/Alliances and Customer Relationship Marketing
CHAPTER 6  Marketing Research in High-Tech Markets
CHAPTER 7  Understanding High-Tech Customers
CHAPTER 8  Technology and Product Management
CHAPTER 9  Distribution Channels and Supply Chain Management in High-Tech Markets
CHAPTER 10  Pricing Considerations in High-Tech Markets
CHAPTER 11  Marketing Communication Tools for High-Tech Markets
CHAPTER 12  Strategic Considerations in Marketing Communications
CHAPTER 13  Strategic Considerations for the Triple Bottom Line in High-Tech Companies
END-OF-BOOK CASES
Is there more to Skype than hype?
The Future of TiVo?
Charting a New Course for Xerox:  Strategic Marketing Planning
Environmental Systems Research Institute (ESRI)
Vision of the Future: Airbus 380 or Boeing 787 Dreamliner?
Goomzee Mobile Marketing
SELCO – India: Lighting the Base of the Pyramid

Detailed TOC
CHAPTER 1   Introduction to World of High Technology Marketing
The Lexicon of Marketing
    Strategic 
Functional 
Tactical 
Defining High Technology
Government-based Classifications
Common Characteristics of High-Tech Environments:  Implications for Marketing Strategy
Types of Innovations
The Contingency Model for High-Tech Marketing
Framework for High-Technology Marketing Decisions
SUMMARY
APPENDIX A High Technology Industry Classification
APPENDIX B  Outline for a Marketing Plan
 
CHAPTER 2   Strategic Market Planning in High-Tech Firms
Competitive Advantage: The Objective of Marketing Strategy
Resources and Competencies
Tests of Competitive Advantage for Value, Rareness, and Difficulty of Imitation
Key Strategy Decisions
Strategy Types
A Cautionary Note
Strategy Creation: Approaches and Structures
Marketing Performance Measurement
Summary
Appendix   Funding and Resource Considerations for Small High-tech Start-ups
Funding a High-tech Start-up
Other Resources
 
CHAPTER 3   Culture and Climate Considerations for High-Tech Companies
Facilitators of a Culture of Innovativeness
Top Management Attention
Creative Destruction
Managers’ Willingness to Cannibalize
Product Champions
Skunk Works
Learning Orientation
Unlearning
Expeditionary Marketing
Risk Tolerance
Compensation for Innovation
Obstacles to Obtaining a Culture of Innovativeness
Core Rigidities
The Innovator’s Dilemma
Summary
 
CHAPTER 4   Market Orientation and Cross-functional (Marketing/R&D) Interaction
What It Means To Be Market Oriented
The Effect of Market Orientation on Company Performance
Dimensions of a Market Orientation
Becoming Market Oriented: Facilitating Conditions
Cross-Functional Interaction: New Product Development Teams and Marketing-R&D Interaction
Cross-Functional Teamwork in Product Development
R&D-Marketing Interaction
Summary
Appendix:  What it Takes to Become Customer Focused
 
CHAPTER 5   Partnerships/Alliances and Customer Relationship Marketing
Partnerships and Strategic Alliances
    Types of Partnerships
    Reasons for Partnering
    Risks of Partnering
     Factors Contributing to Partnership Success
Outsourcing:  High Risks/High Opportunity Vertical Partnerships
    More Outsourcing Terminology
    Reasons for Outsourcing
    But Does It Work?  Problems and risks in Outsourcing
    A Contingency Approach to Managing Outsourcing for Success
    The Future of Outsourcing
Open Innovation Networks and Alliances for New Product Development
Customer Relationship Management/Marketing
    Step 1:  Identify “high potential” customers
    Step 2:  Develop a customer acquisition strategy
    Step 3:  Develop the customer portfolio management strategy
    Customer Relationship Management Software
Summary

CHAPTER 6    Marketing Research in High-Tech Markets
Gathering Information:  High-Tech Marketing Research Tools
    Concept Testing
    Conjoint Analysis
    Customer Visit Programs
    Empathic Design
    Lead Users
    Quality Function Deployment
    Prototype Testing
    Beta Version Testing
Customer-Driven Innovation
Biomimicry
    The Biomimicry Process
    Biomimicry Benefits
Forecasting in High-Tech Markets
    Forecasting Methods
    Other Considerations in Forecasting
Summary

CHAPTER 7   Understanding High-Tech Customers
Customer Purchase Decisions
    Problem Recognition 
    Information Search
    Evaluate Alternatives
     Purchase Decision
    Post-purchase Evaluation
Adoption and Diffusion of Innovations
    Factors Affecting Adoption of Innovation
    Categories of Adopters
Crossing the Chasm
    Early-Market Strategies:  Marketing to the Visionaries
    The Chasm
    Crossing the Chasm:  A Beachhead and A Whole Product Solution
    Inside the Tornado 
The Choice of Customer Target Market: Segmentation, Targeting, and Positioning
    Divide Possible Customers Into Groups
    Profile the Customers In Each Segment
    Evaluate and Select a Target Market
    Positioning the product within the segment
Customer Strategies to Avoid Obsolescence: Implications for upgrades and migration paths
    Customer Migration Decisions
    Marketers’ Migration Options
Consumers’ Paradoxical relationships with Technology and Unintended Consequences
    Marketing Implications of Consumers’ Paradoxical Relationship With Technology  
Summary
 
CHAPTER 8   TECHNOLOGY AND PRODUCT MANAGEMENT
Technology Mapping
The “What to Sell” Decision
    Possible Options
    What Decision Makes Sense?
    Technology Transfer Considerations
Product Architecture: Modularity, Platforms, and Derivatives
    Modularity
    Platforms and Derivatives
A Cautionary Note on Issues Related to “Killing” New-Product Development
The Role of Product Management in the High-Technology Company
Developing Services as Part of the High-Technology Product Strategy
    Unique Characteristics of Services: Implications for High-Tech Marketing
Intellectual Property Considerations
    Types of Intellectual Property Protection
    Rationale for Protection of Intellectual Property
    Managing Intellectual Property
Summary
APPENDIX  Details on the Patenting Process
    International Patent Protection
    Online Resources for Intellectual Property
 
Chapter 9      Distribution Channels and Supply Chain Management in High-Tech Markets
Issues in Distribution Channel Design and Management
    Channel Structure
    Channel Management
    Channel Performance 
Managing Hybrid Channels:  Effective Multi-Channel Marketing
Step 1:  Gather market data
Step 2:  Work towards harmonization following contingency theory
Additional Considerations:  Channel Relationship Quality, CRM, Compensation and Communication   
Emerging Considerations in Distribution Channels
    Distribution for “Digital” Goods:  The Long Tail
    Understanding Gray Markets
    Black Markets, Piracy, and Restricted Exports
    Unique Distribution Requirements for Developing (BOP) Markets
Supply Chain Management
    Matching Supply Chain Strategies to Uncertainty
    Supply Chain Management Technologies
    Outsourcing
    The “Greening” of the Supply Chain
Summary

CHAPTER 10  Pricing Considerations in High-Tech Markets
The High-Tech Pricing Environment
The Three Cs of Pricing
    Costs
    Competition
    Customers
Customer-Oriented Pricing
    Steps in Customer-Oriented Pricing
    Implications of Customer-Oriented Pricing
Pricing of After-Sales Service
The Technology Paradox
    Solutions to the Technology (Pricing) Paradox
Additional Pricing Considerations
    Outright Sale of Know-How versus Licensing Agreements
    Other Pricing Nuances: Usage Restrictions
    Price Promotions
Summary
 
CHAPTER 11   Marketing Communication Tools for High-Tech Markets
Advertising and Promotion Mix: Integrated Marketing Communications
Internet Advertising and Promotion
    Dealing with Disruption
The Website’s Part in Advertising-and-Promotion Strategy
Website Design
Build Site Traffic
Evaluate Website Effectiveness
Summary
APPENDIX   Web Analytics: Monitoring the Traffic at a Website
    Uses of Web Analytics
    Limitations of Web Analytics
    New Techniques in Web Analytics: Site Overlays and Geo-Mapping
    Web 2.0 Considerations
 
CHAPTER 12  Strategic Considerations in Marketing Communications
Branding in High-Tech Markets
    The Benefits and Risks of Branding Strategies
    Developing a Strong Brand
    Effectively Harness Web 2.0 Technologies and New Media
    Ingredient Branding
    Branding for Small Business
New-Product Preannouncements
    Advantages and Objectives of Preannouncements
    Disadvantages of Preannouncements
    Tactical Considerations in the Preannouncement Decision
Summary
Appendix
 
CHAPTER 13
Strategic Considerations for the Triple Bottom Line in High-Tech Companies
Corporate Social Responsibility
    Debates Over and Criticisms of CSR
    Desired Outcomes from CSR
    CSR Domains:  People and Planet
    Models of/Approaches to CSR
    Measuring the Outcomes and Effectiveness of CSR Initiatives
    Best-practices CSR for High-Tech Companies
Serving Base-of-they-Pyramid Markets: 
Corporate Social Responsibility and Social Entrepreneurship
    Domains For “Intervention”
            Business Models/Approaches to Solving BOP Problems:  Enlightened CSR and Social Entrepreneurship
    Ongoing Challenges and Keys to Success for BOP Strategies
    Criticisms of BOP Strategies
The Digital Divide
    Solutions to Bridging the Digital Divide
Responding to the Risks and Opportunities of Global Climate Change
    Best-Practices Environmental Strategy:  A Four-Step Approach
    Challenges for Environmentally-Responsible Business Practices
A Framework for Navigating Ethical Controversies
Summary
Concluding Remarks:  Realizing the Promise of Technology
Discussion Questions
Glossary
Appendix  Application of A Framework to Address Ethical Controversies:  Merck, Ivermectin, and River Blindness
 
END-OF-BOOK CASES
Is there more to Skype than hype?
The Future of TiVo?
Charting a New Course for Xerox:  Strategic Marketing Planning
Environmental Systems Research Institute (ESRI)
Vision of the Future: Airbus 380 or Boeing 787 Dreamliner?
Goomzee Mobile Marketing
SELCO – India: Lighting the Base of the Pyramid



Previous Edition(s)

  • Marketing of High-Technology Products and Innovations, 2/E
    Mohr, Sengupta & Slater
    ©2005  |  Prentice Hall  |  Paper; 480 pp  |  Out of Print
    ISBN-10: 0131411683  |  ISBN-13: 9780131411685
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Mohr, Sengupta & Slater
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