Strategies for marketing computers and related products |
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| Institution: | 1. State Key Laboratory on Integrated Services Networks and School of Cyber Engineering, Xidian University, Xi''an, 710126, China;2. Department of Communications and Networking, Aalto University, Espoo, Finland;3. Department of Electrical and Computer Engineering, University of Alberta, Edmonton, AB T6R 2V4, Canada;4. School of Electro-Mechanical Engineering, Xidian University, Xi''an, 710071, China;5. Faculty of Engineering, King Abdulaziz University, Jeddah, 21589, Saudi Arabia |
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| Abstract: | Hi-tech industries are emerging and experiencing a very challenging as well as frustrating time. One of the hi-tech industries, computers have accumulated a substantial amount of marketing experience that may be used for other hi-tech industries. This article inductively constructs three models for computers and hi-tech marketing. The first model emphasizes hi-tech product characteristics and their implications in developing a marketing strategy. The second model explores entry strategies for computers and perhaps for other hi-tech companies. It emphasizes the fact that just any company cannot successfully enter the computer and other hi-tech markets without very careful analyses of the dynamics of hi-tech markets. Finally, the third model based on present experiences and inductive reasoning emphasizes the key components of successful future marketing strategies for this type of product. |
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