Marketing’s purpose is to develop and shape the real market and not to create illusions

A market is a set of actual or potential customers for a given set of products or services who have a common set of needs or wants and who reference each other when making a buying decision

Customers within a market must be able to communicate with each other

Technology adoption life cycle: innovators, early adopters, early majority, late majority, laggards

Technology enthusiasts (innovators) want the truth, access to the most technical people when things go wrong, and want to be first to get the good stuff, and they want it cheap

They are the gatekeepers for abt new technology

In search of excellence

Visionaries (early adopters) get the rest of an organization to buy into the product. Core of their dream is a business goal. Not looking for an improvement, looking for a breakthrough

The pragmatists (early majority) goal is to make percentage improvements

Risk is a bad word to them which refers to wastes time and money, not opportunity or excitement

They care about the company, the quality of the product they are buying, the infrastructure of supporting products and system interfaces, and the reliability of the service they are going to get

More vertically oriented so tough to break into a new industry through them

The conservatives (late majority) believe in tradition more than progress

Provide a whole solution to a particular target end user markets needs

The right strategy is to take a big fish, small pond approach

If you don’t know where you are going you probably aren’t going to get there

Marketing is warfare not wordfare

Positioning is about making your product easier to buy, not easier to sell