1. Technology Marketing Principles and Methodologies
Kim Han Joo, Techno MBA
Mobile:

2. Table of contents 1. The concept of marketing
2. The concept of Technology Marketing(TM)
3. The methodology of TM
- Before Service
- In Service
- After Service
4. Technology Evaluation
5. Summary

3. Learning Focus What is Technology Marketing?
Who is doing Technology Marketing?
Why we do Technology Marketing
Whom we do Technology Marketing for?
Where we do Technology Marketing?
How we do Technology Marketing?

4. 1. The concept of marketing
Product
Company
Customer
Cash
Survival & Growth
Satisfaction of needs
Exchange
* Sales: One way (Company’s push)
* Marketing: Two way (Customer’s pull & Company’ push)

5. The concept of Marketing
The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.
* 4P of marketing are Product, Price, Place, Promotion
* The current concept of Products can include ideas, goods and even services.
* Promotion include discount, public ad, sales promotion, sales forces operation, public relationship.
* Customer can be individual and organization.

6. The relationship between Marketing and R&D
70% of R&D investment is being used for product development.
60- 80% of successful products are based on satisfying market’s needs.
The cross function between marketing and R&D is inevitable & prerequisite for successful R&D project execution.
The innovative company is producing the products with marketability.
The feed back of latent needs from customers in the market is very important for R&D activities.

7. 2. The concept of Technology Marketing
The process of facilitating the planning, progressing, and commercialization of R&D projects to make a dominant design for a successful business which satisfy customers and markets.
* CFT activities, technology & market trend analysis for project planning stage.
* Technology outsourcing & collaboration, tech tree method support for project progressing stage
* Technology value evaluation, transfer, venturing for commercialization stage.

8. The role of technology marketing
Before service
In service
After service
R&D Project
planning
R&D Project
progressing
Commercial
-ization
Project Goal
setting support
Feed Back
of customer’s
latent needs
F/B of Market
& tech trend
Technology
outsourcing
Functional
approach
(Tech Tree Method)
F/B of Market
& tech trend
Tech value
assessment
Negotiation
& contracting
Business
Development
(Tech Application)

9. The role of technology marketing
BS:To support researchers with market
analysis and competitor’s tech information
when the R&D project is being setting up.
To support researchers with a prompt feed
back of market trend regarding the latent
needs of customers in the market.
IS: To support researchers with outsourcing the
promising technology from the outside origin
of innovative technology.
To make a functional approach for finding
a critical path with tech tree method
AS:To evaluate the value of developed technology
based on the future market projection.
To facilitate the transfer and commercialization of
technology for the successful business.

10. The relationship between TM and other R&D management roles
Tech information
Tech outsourcing
Tech transfer
Service for
researchers
Technology
Marketing BS IS AS
R&D Project
planning
R&D Project
progressing
Commercial
-ization
R&D IP
Service
R&D Planning
R&D Project
Management
Patent work
Patent analysis
Goal setting
CFT operation
Design Review
R&D methodology

11. 3. The Methodology of Technology Marketing
Before Service stage (Front End stage)
- Market Potential Analysis
- Cross functional team operation
In Service stage (Breakthrough stage)
Technology outsourcing
Technology Tree Method
- Feed back of the latent needs of customers
After Service stage (Application stage)
Technology value evaluation
Technology transfer
- The Process of venturing

12. Market Potential Analysis
Market / Sales Potential Method
- Chain Ratio Method
ex) Total coffee industry volume * Home coffee ratio *
Instant coffee ratio
= Home Instant coffee market potential
Market potential * Market share = Sales potential
Sales Forecasting Method
- Delphi Method
- Trend Projection
- Seasonal Variation

13. Cross Functional Team Operation
Why CFT operation?
R&D Project goal setting is very important.
Concurrent engineering concept can be adopted.
“The First or The Best” can be a candidate concept
Who join CFT?
Researchers, SBU planners.
Marketing engineers, IP management
R&D method specialists
How to do it?
Market potential analysis
Competitors R&D information searching
(Previous patents, thesis survey)
SWOT analysis , etc

14. Technology outsourcing
-Stages of Tech outsourcing
Hunting
Fishing
Farming
stage
Tech survey
Tech buying
Tech collaboration
Recruiting
Local organization
For researching
Standardization
action
Overseas trip
Local liaison office
Local lab/
R&D center
Org.

15. Technology Tree Method
Functional approach to design of experiment
Function necessary for customers can be accomplished by many technological approach.
Main Goal of Tech Tree Method
To find a promising research subject
To find a core technology and research goal
The process of Tech Tree Method.
Functional analysis
of research subject
Subdivide the core
technology
- 1 Target function
- Several basic function
- Theoretical mechanism of basic function
- Hypothesis and technological theme
extraction

16. Feed back of customer’s latent needs
The importance of Latent Needs.
R&D projects should target the potential needs of market and customers.
Periodic feed back can be done through continuous communication with customers.
KM can be a method for communication
Customer
Market KM
R&D
Development

17. Technology value evaluation

18. 4. The Evaluation of Technology Marketing
Why to evaluate
- To motivate the TM engineers
- To Upgrade the level of TM activities
What to evaluate
- Product of TM
- People of TM
- Process of TM
How often to evaluate
- Quarterly , Semi -yearly, Yearly

19. Technology Marketing control process
TM goal setting
Evaluation
index
development
Actual
performance
checking
Feed back
& adjustment
- Major Evaluation Index
CSI Index of researchers
No of CFT participation & the output quality
No of Market survey, Focus group interview, etc
Tech outsourcing result, Tech acquirement
Tech sales volume
Tech commercialization (No of ventures, New SBUs)

20. 5. Summary Technology Marketing for the innovation of R&D
Customer’s latent need feed back is very important.
(Especially in the planning and progressing stage)
R&D is not a cost center, but a profit center by TM
(Productivity concept should be the ratio of input to output)
Outsourcing of technology
Commercialization by researching in the marketplace
Value Innovation through technology innovation
Adopt the 4G R&D concept
Develop New Dominant Design
KMS activities for new capability and new architecture
e - R&D(Off line into On line)
The Best or The First