TEchNOLOGy TRaNSFER MODEL - Javna agencija

KNOWLEDGE FOR BUSINESS IN BORDER REGIONS
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Module 9: Product and Service Dissemination
mag. Anton Prettenhofer
9.1 Learning objectives of the module
How do you sell something that no one has ever seen before? That is a question many organizations and companies are struggling
with today. Usually the last step in the process of innovation and technology transfer is the dissemination of the new technology.
The objectives of this module “Product and Service Dissemination” within the framework of the whole technology transfer training
are the following:
• Overview of basic marketing methods in the field of innovation
• Overview of the process of adoption innovation
• To give a general view of creating a competitive advantage
• To get an understanding of segmentation and targeting
• Understanding the process of communication
• Overview of the channels used by the process of dissemination
9.2 Keywords
Dissemination, diffusion, innovation marketing, targeting, segmentation, creation of a competitive advantage, Unique Selling
Proposition
9.3 Introduction
Talking about technology marketing, it is essential to understand the basic goals and means of marketing.
Figure 1: Technology Marketing – the means and objectives
Marketing is the process by which companies determine what products or services may be of interest to customers, and the strategy
to use in sales, communications and business development. It is an integrated process through which companies create value
for customers and build strong customer relationships in order to capture value from customers in return (Kotler, Armstrong, Wong
& Saunders, 2008). Marketing uses a lot of different methods: marketing analysis, marketing planning, marketing research in order
to find the right instruments (marketing mix) to reach the right target group to finally create customer satisfaction and loyalty.
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