General overview of marketing strategy and analysis requirements.

1. Marketing in Technology-Based Business: Market Analysis and Marketing Strategy BLUE SAGE on Business Series

2. BLUE SAGE Model Market Strategy and Market Analysis

5. Marketing Plan Concepts

7. Secondary Market Research Secondary Market Size Competitive Landscape Market Segmentation Target Identification Needs-based Buyer behavior Revenue potential Reachability Serviceability Market position Substitute solutions Today & tomorrow Customer profile

8. Problem definition Sampling Exploratory Descriptive Causal Trade surveys Observation Experiments Causal Models Secondary data Qualitative research Consumer surveys Fieldwork Data analysis Adapted from “Global Marketing”, Johny K. Johansen, 1998. Stages of Consumer Research Research design Measurement/ scaling Questionnaire construction

9. Information Overload There has been more information produced in the last 30 years than during the previous 5,000…. … and the information supply available to us doubles every 5 years.

12. New Brands: The “Hierarchy of Effects” Awareness Interest Knowledge Satisfaction Thought Affect Affect Action Thought & Affect Action Action Attitude Liking Preference Trial Purchase Repeat Loyalty

17. “ We work with organizations to successfully sell and market their products and services.”