Papers by Author: Marina C. Terzi

Abstract: The paper considers the role of Integrated Marketing Communication in enhancing the brand awareness of high-tech laboratories. By acknowledging the great interaction of public and private laboratories with high-tech companies, the study is aimed at developing a simulation model to be incorporated in the marketing strategy of laboratories. The comprehensive dynamic simulation model that was developed highlights the emphasis that should be placed when B2B marketing activities are the matter of concern. Marketing Dynamic Simulation Modelling is based on the principles of Integrated Marketing. It has been tested in both private and public laboratories, concluding that marketing in the private sector receives more attention than in the public sector. The proposed model incorporates all the components for successfully marketing laboratories by taking their budget restrictions into consideration.

Abstract: New Product Development (NPD) in the high-tech sector is a rapid paced concept that requires constant efforts and great market awareness. Pricing has received little attention from companies, even if systematic pricing monitoring may lead to serious conclusions regarding the proper allocation of resources and the segmentation of the marketplace. The purpose of the present study is to develop the concept of pricing strategies simulation modelling for the development of new high-tech products. The Pricing Simulation Model successfully represents the process that companies should carefully consider so as to employ the optimal pricing strategy.