www.FITT-for-Innovation.eu

Marketing

FITT

(Fostering Interregional Exchange in ICT Technology Transfer)

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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

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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

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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

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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

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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

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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.

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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