1 / 10

Lecture 5

Lecture 5. 17/10/13. Documentum Salient Points: . Effectively identified a problem Built a technical solution Good management team Issues: How to choose a target market? Vertical versus Horizontal What type of sales team do they need? . Documentum Questions:.

ellis
Télécharger la présentation

Lecture 5

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Lecture 5 17/10/13

  2. Documentum Salient Points: • Effectively identified a problem • Built a technical solution • Good management team • Issues: • How to choose a target market? • Vertical versus Horizontal • What type of sales team do they need?

  3. Documentum Questions: • What did Documentum learn from the first two customers? • Should they go with the insurance company deal? • Is Moore’s approach to selecting the market a good one for the company? • Differences between vertical and horizontal market?

  4. Documentum Sales Strategy???

  5. A Market… • a set of actual or potential customers • for a given set of products or services • who have a common set of needs or wants, and • who reference each other when making a buying decision Moore says, "the notion that part of what defines a high-tech market is the tendency of its members to reference each other when making buying decisions-- is absolutely key to successful high-tech marketing."

  6. Technology Adoption Lifecycle

  7. ‘The Chasm’ • Crossing the Chasm is closely related to the technology adoption lifecycle where five main segments are recognized; innovators, early adopters, early majority, late majority and laggards. • According to Moore, the marketer should focus on one group of customers at a time, using each group as a base for marketing to the next group. • The most difficult step is making the transition between visionaries (early adopters) and pragmatists (early majority).

  8. High-Tech Marketing Model • Technology Adoption Lifecycle becomes the foundation for a high-tech marketing model • the way to develop a market is to work the curve from left to right • progressively winning each group of users • using each "captured" group as a reference for the next

  9. The Stages • Innovators pursue technology products aggressively • Early Adopters are the rare breed of visionaries, the core dream is a business goal, not a technology goal • Early Majority are pragmatists, they tend to be 'vertically' oriented, meaning that they communicate more with others like themselves within their own industry than do technology enthusiasts and early adopters • Late Majority share the concerns of the early majority, in addition they have a tendency to be uncomfortable with technology • Laggards typically do not want anything to do with technology

More Related