Marketing mix for consumer high technology products

• Author: Dovleac, L. - Balasescu, M.
• Position: PhD Student, Dept. of Economic Sciences and Business Administration, Transilvania University of Brasov - Dept. of Economic Sciences and Business Administration, Transilvania University of Brasov
• Pages: 41-48

Bulletin of the Transilvania University of Braşov • Vol. 5 (54) •No. 1 - 2012

Series V: Economic Sciences

MARKETING MIX FOR CONSUMER

HIGH TECHNOLOGY PRODUCTS

L. DOVLEAC1 M. BLŞESCU2

Abstract: This paper includes an analysis upon the variables of marketing

mix for high technology products used for individual consumption. There are

exposed the essential aspects related to marketing policies and strategies

used by high technology companies for providing consumers the best

solutions tailored to their needs. A special attention is given to the necessity

for inclusion in the marketing mix of the fifth element – the assistance and

informational support for customers.

Key words: marketing mix, high-technology products, strategy.

1 PhD Student, Dept. of Economic Sciences and Business Administration, Transilvania University of Braşov.

2 Dept. of Economic Sciences and Business Administration, Transilvania University of Braşov.

1. Introduction

A high-technology product is mainly a

durable product, actually being a relatively

complex product, consisting of parts and

subassemblies, designed and built to have

a medium period of usage and which can

carry out repairs or maintenance activities

[10]. A durable product is considered a

high-technology product if its production

involves a significant advanced

technology.

The modern and complex markets such

as high technology market changes to a

much faster rate than the companies.

Therefore, the best opportunities, strategies

and performance are obtained anticipating

changes in the external environment and

acting earlier. An organization that sets the

development direction must establish the

market strategies correlated with the

current state of products and its sources of

competitive advantage.

The marketing mix for high-technology

products includes in addition to the four

traditional elements - product, price,

promotion and distribution – a fifth

element: assistance and informational

support for customers.

In the process of establishing the

marketing mix a very important role was

played by the results of a qualitative

marketing research conducted in 2011

which involved eight managers from

multinational companies selling high

technology products. The theme of

qualitative market research was "The

managers’ opinions regarding the

particularities of marketing in innovation

area and development of high technology

products".

Next, it will be presented the marketing

policies and strategies for high –

technology products for individual

consumption.

2. Policies and strategies regarding high

– technology products

In the high tech industry, the decisions of

the organizations on product policy

organizations are related to the next