chap11 - Technology Ventures : From Idea to Opportunity...

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Unformatted text preview: Technology Ventures : From Idea to Opportunity Chapter 11: Summary What is the best way to attract, serve, and retain customers? Any new firm needs to build a marketing plan that describes how it will attract, serve, and retain the customers targeted for its products. Summary Successful salesmanship is 90 percent preparation and 10 percent presentation. Bertrand R. Canfield Technology Ventures : From Idea to Opportunity Chapter 11: Marketing Marketing is a set of activities with the objective of securing, serving, and retaining customers for the firms product offerings. Chapter 11: Table 11.1 Technology Ventures : From Idea to Opportunity The Six Elements of the Marketing Plan Marketing Objectives Customer Target Segments Product Offering Description Marketing Research and Strategy Marketing Mix Customer Relationship Management Technology Ventures : From Idea to Opportunity Chapter 11: Figure 11.2 Opportunity Mission & Strategy Business Model Target Market & Customer Marketing Objectives Marketing Research Marketing Plan Sales Plan Building A Marketing Plan and a Sales Plan Technology Ventures : From Idea to Opportunity Chapter 11: Market segment A market segment consists of a group with similar needs or wants and may include geographical location, purchasing power, and buying attitudes. Technology Ventures : From Idea to Opportunity Chapter 11: Positioning Positioning is the act of designing the product offering and image to occupy a distinctive place in the target customers mind. A positioning map for personal computers showing the position of a new product, EasyPC. Chapter 11: Positioning Map Low Medium High Ease of Use High Medium Low X EasyPC X Apple Mac X HP X Dell X Gateway Performance Price Technology Ventures : From Idea to Opportunity...
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chap11 - Technology Ventures : From Idea to Opportunity...

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