Marketing
Distribution Model
Expanding your product through
existing and future markets
1
"Changing neural pathways every class period."
7/1/2016
A. Managing the Market
1.
Establish marketing objectives

2.
Analyze current market position

3.
Identify competition
Utilize technology to produce a
prototype product of customer needs

2
Identify customer needs
Support with research and analysis
of the market
"Changing neural pathways every class period."
7/1/2016
Managing the Market (cont.)
4.
Develop marketing strategy


5.
Test - The Market Place and product

6.
Release in limited markets
Gather feedback

3
Determine pricing, packaging and
promotional needs
Focus on Innovators and Early Adopters
Interpret market feedback and make
necessary changes
"Changing neural pathways every class period."
7/1/2016
Managing the Market (cont.)
Roll Out
7.

Roll out the product nationally
Make Final Evaluation
8.

Utilize the market analysis determine
probably of success in future markets
Monitor
9.

4
Monitor the frequency of adoption
and progression of the products
"Changing neural pathways every class period."
7/1/2016
B. The Lifecycle of a Tech
Product
1) New to marketplace

Educate the target market
2) Find a niche in the marketplace
Word of mouth marketing
 Increase sales

3) Sales growth slows as product matures:

5
Brand competition
"Changing neural pathways every class period."
7/1/2016
The Lifecycle of a Tech
Product (cont.)
4) Decline


New technology creates new competition
Newer, better brands hit the market and
begin to gradually erase the existing market.
5) Disappearance


6
It’s gone!
i.e. BetaMax
VCRs
"Changing neural pathways every class period."
7/1/2016