Software Marketing Glossary
by Al Harberg, the press release guy from DP Directory

Software marketing ideas about

software marketing, software industry
market intelligence, and competitors

from chapters 3 and 5 of the book Kotler On Marketing - How to Create, Win, and Dominate Markets by Philip Kotler, the May, 2009 Educational Software Cooperative Software Marketing Book Club selection.

Identifying Market Opportunities Kotler defines marketing as "the art of finding, developing, and profiting from opportunities." The attractiveness of marketing opportunities depends upon the number of prospects, their ability to pay, and their need or desire for the product. Developing Targeted Value Offerings Translating Kotler's comments into the software industry, his questions about finding new consumers might include - How do people figure out that they need your software? How do they find it? How do consumers make their buying decisions? What is the consumer really doing with your software? What level and kind of support do they need to use your application? How do they keep the product fresh? The way to create marketing opportunities is to continually ask questions such as: How will your company get customers? Keep them? Grow them? Market intelligence and software sales To make intelligent decisions, You need information about the macro environment (trend information about economics, demographics, lifestyles, technology, and politics). You need information about consumers, collaborators, and competitors. And you need to know company information (sales, market shares, costs structure, profitability by segment/customer/product/channel/order-size/geography). A fast follower is a company that monitors competitors' products and services, and mimics them quickly after competitors introduce them. Marketing intelligence questions to ask Some of the questions (translated into the software industry) that we should ask are: Who buys your software? Why? What specifically do they want? Who makes the buying decision? How do they buy? Information about your competitors What are your competitors' objectives? What makes them profitable? Do they have technological leadership? What are your competitors' strategies? Are they trying to beat you by lowering prices, increasing quality, providing better service, or lowering their costs? What are your competitors' strengths and weaknesses? How do your competitors respond to you? What would they do if you raised or lowered your prices? Increased or decreased your advertising and promotion? Changed the feature-mix of your software? Software Marketing Glossary move to the previous or next book club sample chapter Quick Links: Lists: computer, business , education, multimedia, game, programming, others Ordering: place an order, prices and time frames, sample news releases, about us Information: free newsletters, press release FAQ, software marketing glossary Copyright © 1997-2011 DP Directory, Inc.

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Glossary Index A - B - C - D - E - F - G H - I - J - K - L - M N - O - P - Q - R - S - T U - V - W - X - Y - Z Table of Contents of the - S - pages: sales message satisfaction scannability scraper screen shot search engine search engine marketing search engine optimization search engine results page seeds self-mailer selling selling to families share of mind shareware Shareware Industry Conference (SIC) Shareware Industry Awards Foundation (SIAF) shareware marketplace shelfware shopping shopping cart SIC - Shareware Industry Conference and Software Industry Conference SIC - Standard Industrial Classification sign-in signature file siloing site license site map Software Industry Conference Software Marketing Book Club solution sound bite spam spell checker spider splash page spyware stakeholders stemming strategy strategic partnership strategic planning subdomains subscribers success Success Leaves Clues sugging suite suspect synonyms system requirements Subscribe to Al Harberg's Software Marketing Newsletter. Now. Free. Now you can take the guesswork out of your microISV company's software marketing. Learn from Al Harberg's 27+ years of software marketing experience. Subscribe today to his free monthly software marketing newsletter. Subscribe now to the newsletter, or read more than 100 articles in the newsletter's marketing archive.