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Essay / Research Paper Abstract
This 12 page paper answers 6 questions concern the marketing of high tech products and services. The first considers how customers may migrate to a new product assessing a new disc printer as an example new product. The second question looks at the sale of the ‘know how’ or the ‘proof of concept’ what they are, how they differ and the way that ‘proof of concept’ may apply to derivative sales. The paper then discusses the need to match market research with the different types of innovation, the purpose of emphatic design, the product mix and co marketing and finally considers what technology that may challenge current cultural barriers may be seen as more popular in the future. The bibliography cites 3 sources.
Page Count:
12 pages (~225 words per page)
File: TS14_TEhitechm.rtf
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Unformatted sample text from the term paper:
CW-50 a printer designed to print labels onto CDs or DVDs Casio may have been seeking to gain the first mover advantages, especially with a very competitive price that is
under the $100 dollar mark. However, for the product to be a success they have to attract customers to buy the product and hope that they will migrant to the
new printer in order to boost the sales. For any new product those who buy it early in the life cycle are known as early adopters and it is
the way they may decide to adopt this technology that Casio have to consider in the way they market the product and the potential success they project. To adopt
a product there has to be some type of advantage seen, for those who love technology the ability to play with new gadgets is often a draw itself, however, this
is also a limited gadget with only a single function. With the pricing and the limited functionality, as it can only point on one part of the disc, this is
obviously aimed primarily at the domestic market for technology users who are writing their own CD or DVD discs, with the desire to help them create more professional looking results.
There is little that Casio can do to actively manage the migration path, there is no opportunity to make previous products redundant, which has been one approach at managing
this (Mohr et al, 2005). There are pens and labels as well as general printers that have the ability to pint onto discs, these are available form many sources,
so they are outside the control of the company. The migrations has to be created though the attraction of the ability to do a task in a new simpler
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