 Session 26 |
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Session
26: We started out this course with an article that questioned whether high-tech marketing is really any different from plain old low-tech marketing (Moriarty, Rowland T. and Thomas J. Kosnik, "High-Tech vs. Low-Tech Marketing: Where's the Beef?") Where they (and hopefully we) came out was that products of any kind can be characterized by two kinds of uncertainty: technical uncertainty and market uncertainty. The types of products covered in this course involve high levels of both kinds of uncertainty, but unless they represent complete technological discontinuities, the market uncertainties are the more challenging. In fact, when it comes to the marketing challenges, in many respects high-tech marketers can learn much from their "low-tech" counterparts. As summarized in the McKenna article assigned for Session 24, these lessons include the crucial role of the user in product conceptualization and design, the extra-economic subjective and emotional components of the buying process, and the centrality of "share of mind" alongside share of market. This course wrap-up lecture reviews
these multiple messages and their implications of these for market analysis and strategy. Lecture Notes:
Discussion Questions: 1. After reviewing the lecture notes for this session, please provide your own thoughts on the top 2-3 key "messages" of the course and their implication for "high-tech" market analysis and strategy. Once again, please build on each others' comments (add, disagree, etc.) so that we arrive at a collective conclusion. 2. Please provide any feedback (positive or negative) on the course that may help in refining it (or scrapping and rebuilding it, as the case may be) for the next class. Any suggestions regarding the distance learning format would be especially helpful. Market Plan:
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