Pricing High Tech Products

9.1 Determining price limits 242

9.1.1 Evaluating the price elasticity of demand 242

9.1.2 Estimating the costs'learning curve 244

9.1.3 Taking competitors into account 247

9.2 Setting the price of high-tech products 249

9.2.1 Cost + profit margin 249

9.2.2 Rate of return and break-even point 250

9.2.3 Market price 251

9.2.4 Bidding price 252

9.2.5 Comparison with substitute products 252

9.2.6 Value perceived by customers 252

9.2.7 Pricing below costs 255

9.3 Adapting a price policy to different types of high-tech products 256

9.4 Integrating the other determinants of price 257

9.4.1 Pricing according to the product range 257

9.4.2 Pricing complementary products and tie-in offers 258

9.4.3 Pricing according to the reactions from other competitive forces in the market 259

9.5 Managing price 259

9.6 Summary 259 References 260

EQ The Position of Marketing Within High-Tech

Companies 263

10.1 The position of the marketing structure in a high-tech firm 264

10.2 The internal organization of the marketing structure 266

10.3 The necessity for interdepartmental cooperation 270

10.3.1 Collaboration with research and development 270

10.3.2 Collaboration with manufacturing and customer service 275

10.3.3 Organizing cooperation among departments 278

10.4 Summary 280 References 281

Key Success Factors of a Marketing

Department in a High-Tech Company 285

The Marketing Plan 289

References 292

About the Author 293

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