The phrase “Crossing the chasm” comes from a book “Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream costumers” by Geoffrey Moore which is a marketing strategy book. The book describes the marketing strategy of high tech products and states that the marketing for high tech products needs another marketing strategy than traditional products. Entrepreneurs need to find out the market segments in the technology adoption life cycle and should develop a strategy to move from the early adopter segment to the early majority.
Companies cannot go straight from the early adopters to the early majority because there is a gap, a so-called chasm. This gap is between the early market, consisting of a small group of enthusiasts, …show more content…
Companies which using market orientation develop a product strategy to cover the wants and the needs of their customers. The focus of the marketing is to create a product that costumers already want and not to convince customers about a product that they should want. Therefore, the market orientation is more focused on the customer than on the development of complex sales tactics. Companies that develop a marketing strategy need to listen to their customer but that does not mean to make an interview or review the data. Customers usually know what their problems are, what they like to have and what they don’t want to have. Companies have to find out what their customers really want and how they can develop the product to cover these …show more content…
The company does not use an aggressive sales force they rely on their customer’s decision to purchase their product. According to the Homepage of the Walt Disney Company (The Walt Disney Company, 2016) the goal of the Disney Imagineering section is to continuously design and implement new, fun and exciting product that will attract, amaze and excite their customers. Therefore, they are using their product differential competitive advantage.
The Walt Disney Company has a very strong brand name and image and their marketing mix (product, place, price and promotion) satisfy their target market. Because of their brand name, the company can sell their product easily. Beside their leisure parks, they have stores in big malls and shopping centers all around the world and online shops. The company promotes their products nearly everywhere, i.e. with posters, websites, YouTube, TV, McDonald’s toys, billboards, etc. Their pricing strategy focus on families with middle income.
The message of Walt Disney Company is to make the people happy and their strategy is to generate the best creative content possible, foster innovation and utilize the latest technology, while expanding into new markets around the world. (The Walt Disney Company,
Companies cannot go straight from the early adopters to the early majority because there is a gap, a so-called chasm. This gap is between the early market, consisting of a small group of enthusiasts, …show more content…
Companies which using market orientation develop a product strategy to cover the wants and the needs of their customers. The focus of the marketing is to create a product that costumers already want and not to convince customers about a product that they should want. Therefore, the market orientation is more focused on the customer than on the development of complex sales tactics. Companies that develop a marketing strategy need to listen to their customer but that does not mean to make an interview or review the data. Customers usually know what their problems are, what they like to have and what they don’t want to have. Companies have to find out what their customers really want and how they can develop the product to cover these …show more content…
The company does not use an aggressive sales force they rely on their customer’s decision to purchase their product. According to the Homepage of the Walt Disney Company (The Walt Disney Company, 2016) the goal of the Disney Imagineering section is to continuously design and implement new, fun and exciting product that will attract, amaze and excite their customers. Therefore, they are using their product differential competitive advantage.
The Walt Disney Company has a very strong brand name and image and their marketing mix (product, place, price and promotion) satisfy their target market. Because of their brand name, the company can sell their product easily. Beside their leisure parks, they have stores in big malls and shopping centers all around the world and online shops. The company promotes their products nearly everywhere, i.e. with posters, websites, YouTube, TV, McDonald’s toys, billboards, etc. Their pricing strategy focus on families with middle income.
The message of Walt Disney Company is to make the people happy and their strategy is to generate the best creative content possible, foster innovation and utilize the latest technology, while expanding into new markets around the world. (The Walt Disney Company,