Innovative marketing in the В2В market.

Abstract

Innovation is an iterative process based on the perception of a new product or new service technologies based on the invention. Innovation is characterized by four parameters: type, level, location and effect. In terms of level, innovations can be radical or additional. Analysis of the introduction of radical innovation has proved that disruptive innovation begins in one of two types of niche markets. The first, low level of the market, where there is an opportunity to dominate this segment first, and then to disrupt the rest of the market by drawing up functions and raising prices. The second type, the principle of high-class innovation: start with a high price in the market, and then go down to the mass market, adding additional functions and reducing (instead of increasing) the price. It has been proven that the efficiency of diffusion of new technology is based on the paradigm of variable speed of innovation adoption. The first potential customers are divided into two segments: where possible to use the methods of technologies and behavioral grounds for purchasing an innovative product. In developing innovative products, getting feedback from consumers is the most important part on the road to success. For both segments, the most appropriate way to collect information is to interview because depth of analysis is required. When the "type of innovative decision" is collective, the rate of adoption is lower than that of the individual. This makes the dissemination of ideas in the B2B sector more difficult as decisions are made at the organization level. It is recommended to consider the four components that allow the marketing program to be effective. An important part of the process of innovative marketing in B2B is understanding the decision-making process of its main participants. Identify 5 types of people who play a role in the decision-making process in the purchase of a new product: users, influencers, buyers, deciders and intermediaries. Each type requires a specific targeting strategy as they are due to different reasons.