THEORETICAL FRAMEWORK FOR IMPLEMENTING BENCHMARKING TO PROMOTE HI-TECH PRODUCTS IN INTERNATIONAL MARKETS

Olena V. Ptashchenko

Abstract


The paper reviews the key trends in global high-tech market development. An overview of marketing tools for high-tech products market positioning is presented. It is argued that product characteristics affect the choice of marketing promotion tools. The key benefits of using benchmarking in high-tech products promotion are investigated along with identifying its basic stages. Benchmarking is carried out ad strategic and operational levels. At a strategic level, benchmarking assumes a focus on strengths and weaknesses which are strategically important given the competition.

Keywords


high-tech marketing; high-tech products; benchmarking; marketing tools; high- tech marketing; high-tech entrepreneurship.



DOI: https://doi.org/10.30857/2413-0117.2017.6.9

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