30 Questions
What is the primary focus of the book?
Marketing within high-tech enterprises
What is the guiding principle during this period according to the author?
Prudence and carefully rationed resources
What is the challenge in marketing according to the text?
Deciding whether to focus on a fad or a trend
What is the primary function of this book, according to the author?
To open up the logic of marketing decision making
What is the relationship between an early market and a mainstream market comparable to?
The relationship between a fad and a trend
What is the goal of high-tech marketing according to the text?
To turn a fad into a trend
Who is the target audience for this book, according to the author?
The entire high-tech community
What is the assumed benefit of the electric car, according to the text?
It is quieter and better for the environment
Why is it essential for everyone in the company to focus on a single end?
Because the company is in a period of great risk
What is the ultimate argument made by the author in the Conclusion?
That leaving the chasm behind requires significant changes throughout the high-tech enterprise
What is the author's goal for the marketing process?
To make it accessible to all players
What is the context in which the author is writing this book?
During a period of careful planning and prudence
What is the characteristic of the early market?
Flush with enthusiasm and vision
What occurs during the chasm period?
The early market tries to digest its ambitious projects
What is necessary to reap the rewards of the mainstream market?
Successfully responding to all three stages of the market
What is the main concern of the author in this passage?
The reasons behind the failure of a high-tech venture
What is the key to success in each stage of the market?
Focusing on the dominant adoption type in the current phase of the market
What is the common accusation made against the vice-president of marketing?
Ineffective marketing strategies
What is the goal of the chapter?
To illustrate how to adjust marketing strategy accordingly
What is the first step toward enlightenment?
To get a firm grasp on the obvious
What is the author implying about the quality of the products?
The less successful products are often superior in features
What is the consequence of a high-tech venture's failure?
The entire organization, including investors and employees, is affected
Why do sources of capital become wary of investing?
Due to the lack of clear reasons for venture success or failure
What is the author's tone in this passage?
Sarcastically humorous
What is the primary consideration when dealing with money belonging to the company?
Ensuring it is available cheaply
Where are technology enthusiasts typically found in large companies?
Advanced technology group
What is the role of a technology enthusiast in smaller companies?
Designated techie in the MIS group
How can you effectively reach technology enthusiasts?
Direct e-mail and web advertising
What type of advertising is least effective with technology enthusiasts?
Fancy image advertising
What are the two key requirements for doing business with technology enthusiasts?
Having the latest and greatest technology and not needing to make much money
A passage questioning why seemingly inferior products are more successful than their superior counterparts. It brings up examples of Oracle vs Sybase, Microsoft Word vs WordPerfect, and more. Can you identify the reasons behind this phenomenon?
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