1. STRATEGIC TECHNOLOGY MARKETING DR. ISMI RAJIANI

2. Selling and Marketing Concepts Contrasted
Starting
point
Focus
Means
Ends
Factory
Existing
products
Selling and
promotion
Profits through
sales volume
(a) The selling concept
Target
market
Customer
needs
Integrated
marketing
Profits through
customer
satisfaction
(b) The marketing concept 4

3. Operational Model for Implementing the Philosophy of the Marketing Concept is the:
Marketing Mix

4. The Marketing Mix Consists of Four Basic Strategic Variables (the four “P’s”)
Product Strategy
Price Strategy
Promotional Strategy
Place Strategy (Channels of Distribution)

5. Marketing Mix and the Customer
Four P’s
Product
Price
Place
Promotion
Four C’s
Customer solution
Customer cost
Convenience
Communication

6. Other Ps for Services (the three “P’s”)
People Strategy
Process Strategy
Physical Evidence Strategy

7. The Four P’s elements

8. Evolution of Company Orientation
Production Concept
Product Concept
Selling/Sales Concept
The Buyer Decision Making Process
This CTR corresponds to Figure 5-6 on p. 153 and relates to the material on pp
Teaching Tip: Consider asking students to describe some of their purchases decisions made at the beginning of the term and link them to steps in the process.
Evolution of Company Orientation
Marketing Concept
Holistic Marketing Concept
Stages in the Buyer Decision Process
Need Recognition. Problems are recognized when people sense a difference between an actual state and some desired state. Problem recognition can be triggered by either internal or external stimuli.
Information Search. Consumers vary in the amount of information search they conduct. Information search may be a survey of information stored in memory or may be based upon information available externally. Search effort varies from heightened awareness corresponding to increased receptivity for relevant information to active information search modes where the person expends some energy to obtain information that is desired. External information vary in their informational and legitimizing characteristics. Riskier decisions usually elicit more search behavior than non-risky decisions.
Evaluation of Alternatives. Following information search, the person compares decisional alternatives available. Criterion for evaluation compares product attributes of the alternatives against degrees of importance each attribute has in meeting needs, beliefs about the product or brand's ability and utility, and an evaluation procedure that ranks the alternatives by preference that forms an intention to buy.
Purchase Decision. - The individual buys a product. Purchasing other than the intended product may be due to attitudes of others exerted after the evaluation of alternatives is completed or unexpected situational factors such as point of purchases promotions that affect the alternatives' ranking.
Post-purchase Behavior. This involves comparing the expected performance of the product against the perceived performance received. Cognitive dissonance describes the tendency to accentuate benefits and downplay shortcomings.

9. Marketing Management Philosophies
Consumers favor products that are
available and highly affordable.
Improve production and distribution.
Consumers favor products that offer
the most quality, performance, and
innovative features.
Consumers will buy products only if
the company promotes/ sells these
products.
Focuses on needs/ wants of target
markets & delivering satisfaction
better than competitors.
markets & delivering superior value.
Production Concept
Product Concept
Selling Concept
Marketing Concept
Societal Marketing Concept

10. Holistic Marketing Dimensions

23. Technology Adoption
Product Life Cycle (Based on G. Moore “Crossing the Chasm”)
Time
Revenue
Early Majority
Late Majority
Laggards
Early Adopters
Lead Users
Innovators  Lead Users : Technology Enthusiasts; They want to try it just to see if it works…
Visionaries  Early Adopters : They have the insight to match a new technology to a strategic opportunity
Pragmatists  Early Majority : They fell that some Risk may be taken, but with a good safety nets in place
Conservative  Late Majority : They are Conservatives that are against discontinuous innovations
Sceptics  Laggards : They are Sceptics...

24. Technology Adoption
“The CHASM” is changing  highly industry dependent...
2.5% % % % %
2% % % % %
Early Market
Main Stream Market
Lead Users
Main Market
Possible Market (?)
Classical
Early market VS Mainstream Market
The New Reality
The CHASM may have moved depending on your industry !!!!

25. Technology Adoption Evolution of “The CHASM” (1/3)
In the last 10 years, people have become more and more tech-savvy  People are more comfortable with technology
Adoption of technology is faster today thanks to Internet, Twitter, Facebook and other social medias.
The Early Adopters area of the curve is today much larger  50% of the total market is now before the CHASM.
Lead Users
Main Market
Possible Market (?)
50% of Market
50% of Market

26. Conclusions 1. Marketing Mix 2. Understanding Market Segment Branding
A strong branding is required to ease market penetration and allow client retention.
Social Medias
Use all social medias on the web to help your market be aware of what you are doing. The difficulty is to do its soon enough but at the same time not too soon.
You must analyze periodically the social medias to know what is been said about your company, group and products. Use those medias to influence perceptions and be close to your clients (customer proximity).
2. Understanding Market Segment
You must understand your market and this takes time and efforts. If your “beachhead” is very niche or is only a specific program (governmental, defense), you must work on the customer intimacy to influence his decisions toward your solution.