Ch07 mng prod for bus mkts

This document discusses various topics related to marketing industrial products, including: - Product positioning involves measuring customer perceptions of a product's attributes relative to competitors. Repositioning may involve emphasizing important attributes or better communicating advantages. - New technologies often face a "chasm" between early adopters and mainstream customers. Crossing the chasm requires winning niche customers with 100% solutions to prove the technology for pragmatists. - The "bowling alley strategy" aims to leverage success in one niche to spread adoption to surrounding segments, while the "main street strategy" pushes for rapid distribution to drive the product mainstream before it becomes a commodity.