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Table of Contents
FOREWORD V
TABLE OF CONTENTS VII
PREFACE XV
INTRODUCTION XIX
CHAPTER ONE: RESEARCH, 1
CATEGORIES OF RESEARCH, 2
THE BASIC RESEARCH METHODOLOGY, 4
CONJOINT ANALYSIS, 5
FOCUS GROUPS: 8
SURVEYS: 15
BUSINESS AND COMPETITIVE INTELLIGENCE, 21
COMPETITIVE INTELLIGENCE, 22
BENCHMARKING AND USABILITY RESEARCH, 24
CUSTOMER PROFILES, 24
PURCHASING RESEARCH, 25
FOCUS STORY: GUERRILLAS IN THE LOBBIES, 26
POSITIONING, PRICING, AND NAMING, 37
KEY ELEMENTS OF POSITIONING, 38
POSITIONING MISTAKES, 46
FOCUS STORY: WHATS IN A NAME?.46
BRANDS AND BRAND BUILDING, 52
PRICING, 58
FOCUS STORY: DEATH BY HYUNDAI, 62
RETURN ON INVESTMENT (ROI) MODELING, 68
NAMING PRODUCTS, 72
WARP SPEED! ENGA...ERR, LETS TOKE ON THIS, 73
CHANNEL DISTRIBUTION, 89
NEW TRENDS IN DISTRIBUTION, 90
THE INTERNET AND THE CHANNEL, 91
PUSH VS. PULL, 93
ONE VS. TWO-TIER DISTRIBUTION, 93
ELECTRONIC SOFTWARE DELIVERY, 99
DISTRIBUTORS, 102
RESELLERS, 103
KEY CHANNEL RELATIONSHIPS, 111
RESELLER AUTHORIZATION PROGRAMS, 113
CHANNEL CONFLICT AND RULES OF ENGAGEMENT, 120
GAINING ACCESS TO THE CHANNEL, 123
THE DISTRIBUTOR AND RESELLER SELECTION PROCESS, 123
DEMONSTRATING PRODUCT DEMAND, 124
CHANNEL MARKETING DEVELOPMENT FUNDS (MDF) PROGRAMS, 25
FOCUS STORY: THE ART OF THE DEAL, 126
CO-OP PROGRAMS,141
ALTERNATE CHANNELS, 142
EQUIPMENT MANUFACTURER (OEM) DISTRIBUTION, 145
AFFILIATE LABEL DISTRIBUTION, 148
FOCUS STORY: CLEAN AND DARK, 149
INTERNATIONAL DISTRIBUTION, 152
COLLATERALS, 167
THE IMPACT OF THE WEB ON COLLATERALS, 168
THE CORPORATE IDENTITY PROGRAM, 169
END-USER COLLATERALS, 169
CHANNEL COLLATERALS, 182
MERCHANDISING COLLATERALS, 185
PROMOTIONAL COLLATERALS, 186
FOCUS STORY: TOO MANY COOKS SPOIL THE COLLATERAL, 189
PACKAGING.192
FOCUS STORY: THE BAD, THE REALLY BAD, AND THE EXTREMELY UGLY .201
PUBLIC AND ANALYST RELATIONS AND PRODUCT REVIEWS PROGRAMS, 213
A TOUGH NEW MILLENNIUM FOR THE PRESS AND PR, 214
WHEN CAN YOU EXPECT TO SEE RESULTS?, 215
IN-HOUSE VS. OUTSIDE PR SERVICES, 216
PR SOFTWARE, 217
PR SPECIALTIES, 217
PR BASICS 218
PRODUCT REVIEWS, 226
PRE-ANNOUNCE PHASE, 227
ANNOUNCE DAY PHASE, 228
POST-ANNOUNCE PHASE, 229
FOCUS STORY: 100% LOYAL, 230
MANAGING A PRODUCT REVIEW PROGRAM, 235
LAYING THE GROUNDWORK, 237
IMPORTANT REVIEWS, 239
MANAGING BAD REVIEWS, 239
MEASURING YOUR PR ROI: 239
THE ANALYSTS, 241
ADVERTISING, 257
DOES ADVERTISING WORK?, 257
THE IMPACT OF THE INTERNET ON ADVERTISING, 260
TYPES OF ADVERTISING, 260
THE ADVERTISING FRAMEWORK, 261
CLASSES OF ADS, 261
TYPES OF ADS, 262
CORPORATE OR BRAND IDENTIFIER, 266
THE TRADITIONAL ADVERTISING MODEL, 267
THE AD SPACE MODEL, 269
FOCUS STORY: THE WORST SOFTWARE AD OF ALL TIME. 274
WHERE TO ADVERTISE, 275
CHANNEL ADVERTISING, 276
AD COSTS, 277
SALES PROMOTIONS, 299
TYPES OF SALES PROMOTION, 300
CLASSES OF OFFER, 303
ELEMENTS OF A SUCCESSFUL OFFER, 304
TYPES OF PROMOTIONS, 305
FOCUS STORY: BENTLEY SYSTEMSHAVE A HAPPY J DAY!, 308
PROMOTIONAL AIDS, 313
PROMOTIONS AND THE CHANNEL, 314
QUALIFYING CHANNEL PROMOTIONAL PROGRAMS, 314
GENERAL VS. LIGHTHOUSE PROMOTIONAL STRATEGIES, 315
CONTRACT FIELD SERVICES, 316
MEASURING CHANNEL PROMOTION, 316
PROMOTIONS AND THE RETAIL SELLING TERRAIN, 316
INTEGRATING PROMOTIONS, 317
TESTING PROMOTIONS, 317
EXECUTING PROMOTIONS, 319
DIRECT MARKETING, 329
WHO BUYS DIRECT?, 330
WHAT DIRECT MARKETING CAN ACCOMPLISH, 330
CONVENTIONAL DIRECT MARKETING, 331
DIMENSIONAL MAILINGS, 334
FOCUS STORY: DOING IT RIGHT (KIND OF), 335
DIRECT MAIL COSTS, 337
CARD DECKS, 338
DIRECT FAX, 340
HOME SHOPPING CLUBS, 341
INFOMERCIALS, 341
FOCUS STORY: CHER SELLS SOFTWARE! INFOMERCIALS
COME TO SOFTWARE, 347
MAILING AND LEAD LISTS, 359
DIRECT MAIL LIST BROKERS AND WAREHOUSES, 360
COMMON DIRECT MARKETING MISTAKES , 361
PRODUCTION PLANNING., 363
ELECTRONIC DIRECT MARKETING (EDM) 363
FOCUS STORY: E-MAIL RIGHTS (AND WRONGS), 375
E-MAIL LIST SERVICES, 376
FULFILLMENT, 383
TESTING, 384
MEASURING YOUR DIRECT MARKETING CAMPAIGNS, 385
BUNDLING, 397
TYPES OF BUNDLES, 398
HARDWARE BUNDLES, 398
SOFTWARE BUNDLES, 402
BOOK BUNDLES, 404
FOCUS STORY: A LITTLE GREEN MAKES GREEN.404
WEB AND INTERNET MARKETING, 415
WHY USE WEB AND INTERNET MARKETING?, 416
THE INTERNET, 417
WEB SITE TYPES AND COMPONENTS, 420
FOCUS STORY: IT TAKES A (GEEKY) VILLAGE, 424
FOCUS STORY: STAPLES "KROWNS" KIOSKS, 428
WEB SITE DEVELOPMENT , 445
WEB SITE DESIGN, NAVIGATION, AND WRITING, 447
WEB SITE ADVERTISING, 452
WEB SEMINARS (WEBINARS), 461
USENET AND FORUM MARKETING, 463
TRADE SHOWS 475
TRADE SHOW CATEGORIES, 476
WHY GO TO TRADE SHOWS?, 477
TRADE SHOW EXPENSES, 480
BOOTH PERSONNEL, 480
LEAD GENERATION AT TRADE SHOWS, 482
INTELLIGENCE GATHERING AT TRADE SHOWS, 483
YOUR LOCATION AT A TRADE SHOW, 484
BOOTH LAYOUT AND DESIGN, 484
TRADE SHOW INSTALLATION , 485
THE PRESS AND TRADE SHOWS, 486
TRADE SHOW GIVEAWAYS, 487
RESELLER SHOWS, 488
SHOW SPECIALS, 488
SHOW SELLING, 489
FOCUS STORY: HOW MUCH FOR THAT KEY CHAIN IN THE WINDOW?, 489
SALES METHODOLOGIES AND STRATEGIES, 505
THE RELATIONSHIP OF MARKETING TO SALES, 506
OVERVIEW OF SOFTWARE SELLING METHODOLOGIES, 506
THE PSYCHOLOGY OF CUSTOMER-BASED SELLING, 509
COMPENSATING YOUR SALES FORCE, 511
ESTABLISHING AN INTERNATIONAL SALES FORCE, 512
HOW LONG DOES IT TAKE TO CLOSE A MAJOR SALE?, 514
THE SOFTWARE SALES CYCLE, 515
THE SOFTWARE SELLING CYCLE, 525
THE NEGOTIATIONS ZONE, 530
UNSOLICITED REQUESTS FOR PROPOSALS (RFPS), 537
FOCUS STORY: A SIMPLE RFP, 538
PRESENTATION TECHNIQUES, 542
SELLING SOFTWARE SERVICES, 544
INTEGRATING MARKETING AND SALES, 546
PRODUCT MARKETING AND MANAGEMENT PROCESSES, 561
THE PRODUCT DEVELOPMENT TEAM, 566
THE PRODUCT MANAGEMENT PROCESS, 568
FOCUS STORY: JIVE FAXING, 572
MANAGING FEATURE REQUESTS, 573
PRODUCT ROADMAPS, 574
THE PRODUCT RELEASE BULLETIN (PRB) SYSTEM, 577
APPENDIX A: PRODUCT MARKETING COST MATRIX, 585
APPENDIX B: MARKETING RESOURCE DIRECTORY, 597
APPENDIX C: SOFTWARE MARKETING PIPELINE, 609
GLOSSARY, 625
INDEX, 639
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