Critical success factors in personal selling of computer based products
Commercialization of new high-tech products is often the costliest stage of the entire product development process. Yet even when the process is well managed, the risk of failure remains high. New high- tech products usually have just one shot at the market. Get it wrong and the consequence...
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| Format: | Book Section |
| Language: | English |
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Penerbit UTM Press
2009
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| Online Access: | http://eprints.utm.my/id/eprint/14457/1/NorzaidahwatiZaidin2009_CriticalSuccessFactorsinPersonaSelling.pdf http://eprints.utm.my/id/eprint/14457/ |
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| Summary: | Commercialization of new high-tech products is often the costliest
stage of the entire product development process. Yet even when the
process is well managed, the risk of failure remains high. New high-
tech products usually have just one shot at the market. Get it wrong
and the consequences are invariably fatal. And though the launch
strategy is critical, this stage is largely neglected in the business press
and academic literature on high-tech marketing, innovation and new
product development. Furthermore, marketing of high technology
products and innovations are never to be the same as marketing of
the traditional products and services. Marketers have to deal with
customers’ fear, uncertainty, and doubt about how to use and attain
the full benefits of using the product. Therefore it needs a different
marketing consideration, which is able to deal with uncertainty,
fear and doubt. One of the promotional methods that seem able to
accommodate these needs is personal selling. |
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