High Tech marketing
The High Tech marketing module was personally to me a very interesting topic. After learning to understand high tech in the first module, the marketing part was naturally derived from that. The best I remember things if I apply them in another context or think of a real life example. These are things I have added in my learning diary as well.
Buyer behavior with high tech products vs. daily user products
I found the conflict of the perception of new high tech products between the producers and the customers very interesting. After reading the studies made of the buyer behavior towards high tech products, I found the results very surprising but ...view middle of the document...
For example when I was buying a new phone, I felt really attached to the characteristics on my old phone, such as the size and the push-button keys and the fact that it was one of a kind. The new phone, iPhone, felt a little scary and out of my comfort zone and it demanded me to learn how to use the touch screen. Of course now that I’m used to the phone, I feel attached to it.
To me it’s easier to understand high-tech when I compare it to fashion. The ones who breath and live the fashion trends way before hand are acquainted with the newest trends by the time they hit the stores and feel like the weirdest things are necessities. It’s the same with the innovators on the high tech scene. Not all of the trends make it to the main stream just as not all high tech innovations make it through the chasm. The most hifi innovations on the fashion and high tech scenes are the money’s worth only to the people who consider it their passion and have given a lot of thought to it. It’s always the items that are easily applied to your “wardrobe”, but also seem like something you don’t have already that work the best for the biggest public.
I think for the first time I understood properly the bowling alley and the head pin synonyms. And they make complete sense to me now. The first lectures were about the customer behavior when adapting the new high tech innovations in general and this part was more about dividing the customers into sections. I believe the first part can be best applied to the pragmatists and the late adopters. The innovators are to a great extent the ones who are interested in the high tech products for the sake of them being high-tech, rather than the practicality of the products. Also this part gave an important insight on the importance of making a product a “whole product” with all the side-acts rather than just being satisfied filling one need of a bigger picture. A sunflower isn’t complete without its petals either.
The basic concept of segmentation is quite obvious. Not everyone will want to buy your product or they don’t know yet that they will want to buy it or they will want to buy your product if it is altered to their needs. This is why it is important to identify the groups that will want your product this way, who will want it now, who will want it later when they have heard good things about it and then the ones who will most likely, in no circumstances want to invest a penny on your product. Therefore, there is no point that you invest a penny on the ones who will not want your product, or that you would necessarily begin marketing your product first to the ones who wouldn’t want to buy it now. One needs to understand who will help the product to cross the chasm.
Of course you need to understand where you’re geographically compatible. Logistics, culture and such affect a lot on the marketing decisions about your product. Inside geography, you need to find demographics, eg. customers that...