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NPD_ Marketing and selling technology

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NPD_ Marketing and selling technology

  1. 1. MARKETING AND SELLINGTECHNOLOGY
  2. 2. DIFFERENCE BETWEEN MARKETINGAND SELLING Marketing – We identify the target customer(s) and ask: “What do you need” Selling – We have a valuable product that will fill the customer’s need, so we ask: “Do you want to buy it?” In marketing and selling, the trick to being successful is to know the difference between a neat innovation and a great product. We need a marketing to turn the service or device into a product having a personality. They need a target customers, advertising , clear focus on product and fill customer needs.
  3. 3. SELLING VALUE, NOT COST Product truly is innovative Techniques employed in selling commodity items are completely useless The best approach is to emphasize something for customers that can’t be done any other way that we will save their money. We must emphasize values and not cost For example: water softeners using ion-exchange materials were state of the art of for many years. Then reverse osmosis technology advanced to the point where it become cost-effective for household use.
  4. 4. SELLING VALUE, NOT COST A few example of REVERSE OSMOSIS better:-  The novelty of innovative technology was a distinct advantage after demonstrated new method for certain water conditions  Longer term benefits due to more attractive life-cycle costs were emphasized in the second phase of selling.  The third phase of selling offered a choice of technologies – other performance characteristics.  Reverse osmosis sales improved considerably when positive health benefits were cited with the principal competing technology.  In other words, the other technology just couldn’t deliver this benefit.
  5. 5. THE IMPORTANCE OF MARKET SHARE “Marketing must invent complete products and drive them to commanding positions in defensible market segments” Davidow. In their study, state Companies with greater than a 30 percent market share almost always were profitable and conversely, those with less than a 15 percent share almost always lost money. Meaning that we don’t believe that rule is inviolable, but we agree that if our market share doesn’t fall into the greater than 15 percent level, there had better be a very, very good reason to pursue that market.
  6. 6. MARKETING TOOLS Salespeople have many techniques to keep in front of a customer. People wants a clear explanation of What We Do, Who We Are, Where We Are, What We Sell, How Much It Cost, and How to Get in Touch With Us… Generally they do a lot of homework before they even contemplate buying innovative products.  Researching technical journals  Attending trade shows  Listening to technical presentations at seminars and professional society meetings.
  7. 7. MEASURING PERFORMANCE(FACTORS) Do programs comply with the “strategic principle” Does marketing understand why customers will buy the product? Does a crusade mentality exist? Is customer satisfaction guaranteed? Does the product match the sales and distribution channels? Will the promotion program work? Is the product different? Does a marketing plan exist? Is pricing fair?
  8. 8. MEASURING PERFORMANCE(FACTORS) Do programs comply with the “strategic principle” Does marketing understand why customers will buy the product? Does a crusade mentality exist? Is customer satisfaction guaranteed? Does the product match the sales and distribution channels? Will the promotion program work? Is the product different? Does a marketing plan exist? Is pricing fair?
  9. 9. MEASURING PERFORMANCE(FACTORS) Are the marketing programs integrated? Is marketing in touch with the customer base? Does marketing respect sales, and vice versa? Does marketing drive the organization? Are products managed throughout their life cycles? Is a forecasting system in place? Does marketing have quality control?
  10. 10. TECHNOLOGY QUOTAS AND RETENTIONREQUIREMENTS ARE A MUST! Technology quotas and retention requirements provide for explicit goals to be at predetermined times for license agreements to remain force. If the license does not meet a goals, they are not retained and the license agreement is terminated. In the event that a licensee runs into bad luck or bad timing, efforts should be made to work with them to get things back on track by lending our technical, financial and marketing skills. All team members must behave professionally. Word of brutal treatment of licensees gets around.

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