Upload
felicity-carter
View
214
Download
0
Embed Size (px)
Citation preview
www.FITT-for-Innovation.eu
Marketing
FITT
(Fostering Interregional Exchange in ICT Technology Transfer)
2 | 22.02.2010 Marketing
Marketing
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Source: American Marketing Association (2007)
Marketing is the wide range of activities involved in making sure that you're continuing to meet the needs of your customers and getting value in return. Marketing is usually focused on one product or service. Thus, a marketing plan for one product might be very different from that for another product.
Marketing activities include
1) “Inbound marketing," such as market research to find out, for example, what groups of potential customers exist, what their needs are, which of those needs you can meet, how you should meet them, etc. Inbound marketing also includes analyzing the competition, positioning your new product or service (finding your market niche), and pricing your products and services.
2) "Outbound marketing" which includes promoting a product through continued advertising, promotions, public relations and sales.
Source: http://www.managementhelp.org/ad_prmot/defntion.htm
3 | 22.02.2010 Marketing
Inbound Marketing
In the setting of Technology Transfer Officers, inbound marketing is important in order to commercialize the research results of researchers. It is extremely important to perform market research to get more information about the market potential of the invention.
Inbound marketing allows getting detailed insight into the positioning of new products and services by using new media on the internet e.g. search engine optimization may be very effective.
In-market testing allows you to observe customer response in an actual purchasing situation
Market Assessment
Templates for Technological Marketing
Living Labs in ICT
4 | 22.02.2010 Marketing
Market Assessment
Technological Analysis
Technology Transfer TeamPotential
Rejection
Market Analysis
Commercial Services
No Go90% of ideas
On Hold Go10% of ideas
Licensing Spin-Off
Company Formation
New Ventures Team
Investment Decision
Investment Team
Idea
Investigation of the market potential of new incoming project proposals
5 | 22.02.2010 Marketing
Templates for Technological Marketing
Specifications
Agreement• Definition of the issue, scope of the study • Objectives, expected results, timing, cost
Preliminary analysis • Value chain, segmentation, legislation• Way to find information• Interview guide, doc of presentation,,….
Phase 1 :Data
collection
Interviews• Face to face, phone, focus group
Phase 2 : interviews
Synthesis and data analysis • Minutes of the interviews• Market segmentation• Demand and offer analysis • Recommandations
Phase 3 : Synthesis
Stu
dy
Pre
-stu
dy
After the study • Satisfaction questionnaire directly after the presentation of the study and also 4 months later• Letters to the interviewed to thank them• Follow up of the contacts and of the action plan decided
Follow up and satisfaction
Po
st-
stu
dy
Template for specifications
Process of technological marketing studies at CEA
6 | 22.02.2010 Marketing
Industry Industry ConvergenceConvergence
Industry Industry ConvergenceConvergence
IncreasedIncreased
CompetitionCompetition
IncreasedIncreased
CompetitionCompetition
ShortenedShortened
Life CyclesLife Cycles
ShortenedShortened
Life CyclesLife Cycles
Only Only IncrementalIncremental
InnovationInnovation
Only Only IncrementalIncremental
InnovationInnovation
FailingFailing
InnovationInnovation
FailingFailing
InnovationInnovation
Even moreEven more
CompetitionCompetition
Even moreEven more
CompetitionCompetition
Living LabLiving Lab A Unique Environment to Experiment withA Unique Environment to Experiment withReal Innovation, with Users and the Complete Value Real Innovation, with Users and the Complete Value
NetworkNetwork
====
Living Labs in ICT
7 | 22.02.2010 Marketing
Outbound Marketing
Outbound marketing entails tradeshows, seminars, emailing, cold calling, telemarketing, print advertising, etc.
Outbound marketing is less important in the setting of Technology Transfer Officers as it regards the process of promoting new products and services. Marketing is all about getting business, knowing your customer, segmenting the market, structuring the action plan to go to market. This is a process that largely takes place once the venture has been created. Therefore, no practices of outbound marketing were included in the toolbox.
8 | 22.02.2010 Marketing
Suggested Readings
Link to bibliography
Link to code book
Valorization
Transfer opportunity
Time-to-market
Early adopters
Early majority
Link to related websites
http://www.managementhelp.org/ad_prmot/defntion.htm