Marketing IT Products and Services

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ISBN: 9781439803196 | 1439803196
Cover: Hardcover
Copyright: 9/14/2009

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The marketing of technology is unique, and the marketing of software to external customers requires that IT managers and developers understand their distinct roles as marketers. In helping these professionals develop successful marketing approaches, this book covers strategic planning, targeted markets, market research, competitive analysis, and market and product strategy development. The book also provides succinct advice on developing and managing products, crafting a distribution and sales strategy, adjusting to the nuances of global markets, developing a marketing budget, and pricing. A CD-ROM with time-saving templates and other supplemental material is included.

Marketing IT Products and Services	p. xiii
Acknowledgments	p. xv
About the Author	p. xvii
Introduction to Strategic Marketing Management	p. 1
The Micro-Marketing Level	p. 3
The Macro-Marketing Level	p. 4
Business Plan versus Strategic Plan versus Marketing Plan	p. 4
Strengths, Weaknesses, Opportunities, Threats (Trends) (SWOT[T])	p. 5
4Ps: The Marketing Mix	p. 7
Marketing Planning	p. 8
Marketing Ethics	p. 8
Subliminal Advertising	p. 10
Murketing	p. 10
Conclusion	p. 11
References	p11
Strategyand Implementation	p. 13
Strategic Planning	p. 14
Strategy Implementation	p. 17
Implementation Problems	p. 21
Conclusion	p. 24
References	p. 25
Understanding the High-Tech Customer	p. 27
The Customer Satisfaction Survey	p. 28
Using Force Field Analysis to Listen to Customers	p. 30
The Customer Economy	p. 31
Conculusion	p. 33
References	p. 34
The Expanding Market	p. 35
Global Markets and International Marketing	p. 37
Strategic Dimensions of Technology	p. 40
Conclusion	p. 44
References	p. 45
Market Research	p. 47
The Marketing Research Process	p. 47
Defining the Problem	p. 48
Analyzing the Situation and Getting Problem-Specific Data	p. 48
Interpreting teh Data	p. 49
Solving the Problem	p. 49
Target Markets: Segmentation and Evaluation	p. 49
Competitive Analyzing	p. 52
Conclusion	p. 57
References	p. 57
Product Strategy	p. 59
The Product Life Cycle	p. 60
Product Life-Cycle Management (PLM)	p. 62
The Product Development Process	p. 64
Moving Ideas off the Conceptual Plane to the Marketplace	p. 64
The S-Curve and Continuous Innovation	p. 66
Branding and Positioning	p. 68
Brading Checklist	p. 69
Conclusion	p. 72
References	p. 73
Innovation Management	p. 75
Encouraging Innovation	p. 75
The R&D Process	p. 77
Measuring Innovation	p. 81
The Six Steps for Increasing Creativity	p. 82
Make Sure Your Company's Goals Are Consistent with Your Value System	p. 82
Pursue Self-Initiated Activity by Choosing High-Motivation Projects	p. 82
Take Advantage of Unofficial Activity	p. 84
Be Open to Serendipity	p. 84
Diversify Your Stimuli	p. 84
Create Opportunities for Information Communication (Meet and Greet)	p. 84
Rewarding Employees for Innovative Ideas	p. 85
Conclusion	p. 86
References	p. 87
The IT Product Development Cycle	p. 89
New Product or Service Introduction	p. 89
The IT Product Development Process	p. 91
Idea Generation	p. 91
Idea Screening	p. 92
Concept Development and Testing	p. 93
Marketing Strategy Development	p. 93
Business Analysis	p. 93
Evaluation of Total Sales	p. 94
Evaluation of Profits and Costs	p. 94
Product Development	p. 94
Market Testing	p. 95
Commercialization	p. 95
When (Timing)	p. 96
Where (Geographic Strategy)	p. 96
To Whom (Target-Market Prospects)	p. 97
How (Introductory Market Strategy)	p. 97
Conclusion	p. 97
Pricing Products	p. 99
Factors Affecting Pricing Decisions	p. 100
Pricing Strategy	p. 102
The Internet's Effect on Pricing	p. 104
The Ethics of Pricing	p. 105
Pricing in a Global Environment	p. 106
Conclusion	p. 106
References	p. 107
Communications Strategies	p. 109
Developing an Integrated Marketing Communications Program	p. 110
Promotion	p. 110
Traditional Marketing Strategies	p. 112
Print Advertising	p. 113
Radio and Television Advertising	p. 113
Public Relations	p. 113
Marketing in the Digital Age	p. 114
Cutting-Edge Internet Marketing Strategies	p. 115
WOMM Strategies	p. 119
Using WOMM Services: P&G Tremor and BzzAgent	p. 199
WOMM Methodology	p. 120
Search Engine Marketing	p. 121
Search Engine Optimization	p. 121
Google	p. 123
Virtual Trade Shows	p. 125
Conclusion	p. 127
References	p. 128
Distribution Strategies	p. 129
Channels of Distribution	p. 129
Selling Intermediaries	p. 131
The Supply Chain	p. 132
Multichannel Distribution	p. 134
Packaging	p. 135
Partnership Techniques	p. 135
Affiliates	p. 136
Acquisitions	p. 137
Joint Ventures	p. 139
Negotiating the Sharing of Information	p. 140
Conclusion	p. 142
References	p. 143
Marketing Implementation and Control	p. 145
Marketing Control	p. 145
Feedback Improves the Marketing Management Process	p. 146
Good Implementation Builds Relationships with Customers	p. 147
Sals Analysis Shows What's Happening in the Market	p. 147
Marketing Cost Analysis	p. 148
Balanced Scorecard	p. 148
Marketing Math	p. 149
Marketing Financial Analysis
Control Analysis	p. 154
Markups and Markdowns	p. 154
Marketing Audit	p. 155
Marketing Manager Evaluation	p. 156
Conclusion	p. 157
References	p. 157
Social Networking and the Sales Strategy	p. 159
Why Social Network	p. 159
Brand Advertising on Social Networks	p. 161
Moving from Traditional to Social	p. 162
Conclusion	p. 163
E-Commerce as a Sales Mediump165
Advantages of E-Commerce	p. 165
Disadvantages of E-Commerce	p. 166
Value Chains in E-Commerce	p. 166
The E-Commerce Model	p. 167
Niche Models	p. 171
Chief Selling Propositions	p. 172
Internet Failures	p. 173
Web Site Legal Issues	p. 174
Privacy Policy	p. 175
Terms and Conditions	p. 175
False Advertising and Unfair Competition	p. 176
Defamation	p. 176
Use of Domain Names	p. 176
Tradematks	p. 177
Copyfights	p. 177
Patents	p. 178
Conclusion	p. 179
References	p. 180
Sample Marketing Plan For Computer Hardware	p. 181
Sample Marketing Plan for Computer Software	p. 197
Business Plan for an Established Business	p. 219
Strategic Plan-Sample	p. 239
Business Plan Executive Summary	p. 243
Business Plan for a Start-Up Business	p. 253
Marketing Plan for a Start-Up Business	p. 253
Strategic Plan Outline	p. 281
Marketing Glossary	p. 283
Index	p. 307
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