Marketing of High-Technology Products and Innovations

1
Characterizing High-Tech Marketing Environments
Sources of Technological Uncertainty
Sources of Market Uncertainty
1. What needs might be met by the new
technology? 2. How will needs change in the
future? 3. Will the market adopt industry
standards? 4. How fast will the innovation
spread? 5. How large is the potential market?
1. Will the new product function as promised? 2.
Will the delivery timetable be met? 3. Will the
vendor give high-quality service? 4. Will there
be side effects of the product or service? 5.
Will the new technology make ours obsolete?
Technological Uncertainty
Market Uncertainty
Marketing of High-Technology Products and
Innovations
Competitive Volatility
Sources of Competitive Volatility
1. Who will be the new competition in the
future? 2. What competitive tactics will be
used? 3. What products will we compete with?