19. High-Technology Marketing: An Introduction to Key Concepts and Tools for Strategic Marketing of Technology Products Half Day / Beginning This course presents key concepts in strategic marketing that are critical to both startups and established firms. Concepts are presented using Web-based tools and information to show how to develop successful product marketing strategies and plans. Who Should Attend All entrepreneurs, product or engineering managers, and executives in startup or established companies who are involved in defining or directing business and marketing strategies. Organizer Randy Nickel Technology Marketing Consulting Lecturer Tim Shetler Informix Software Inc. Schedule 8:30 am: Introduction - Nickel Introductions and background Overview of material to be discussed 8:45 am: Key concepts for technology marketing - Nickel The course first discusses concepts, examples and applications of strategic marketing that are critical to the success of start-up companies and all firms marketing high technology. Key concepts discussed include: The technology adoption curve. Its significance and use. The chasm. What sometimes happens to high-tech companies that suddenly see early success turn into deep trouble. Target customer identification. How to identify target customers. Whole product: The strategic importance of both tangible and intangible elements of a company's whole product offering. Competitive positioning. 10:00 am: Break 10:15 am: Applying Web technology to the use of these concepts - Shetler/Nickel The course then addresses how Web technology can be used in the practical application of some of these key marketing concepts. Ways to capture information available via the internet, and tools for applying that information to the development of strategies for market leadership are discussed.

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Final SIGGRAPH 96 Web site update: 25 October 1996.
For complete information on the next conference and exhibition, see: http/www.siggraph.org/s97/