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

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.