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Crossing the Chasm Chapter 5-6

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Crossing the Chasm Chapter 5-6
Reflection Paper
Irem Yılmaz S002021
Assemble the Invasion Force – The whole product model includes 4 stages and it solves the “gap between the marketing made to the customer and ability of the shipped product to fulfill that promise”, by augmenting it with ancillary products and services. Generic product is the center of the cycle and it is what is shipped in the box and what is covered by the purchasing contract. Expected product follows the generic product and it is the product that the consumer thought s/he was buying when s/he brought the generic product. Augmented product is the cycle that covers the expected product and it is the product fleshed out to provide the maximum chance of achieving the buying objective. Potential product the last cycle of the whole product model and it represents the product’s room for growth as more and more ancillary products come on the market.
The simplified whole product model, there are only two categories. One of is the generic product (“what we ship”) and the other one is the generic product plus additions; the whole product (“whatever else the customer needs in order to” arrive to a buying decision). In marketing; a whole product is a generic product augmented by everything that is needed for the customer to have a compelling reason to buy. It is all about risk in high-tech, products are often more costly and complicated, so the customer has more at stake. Therefore market adoption of a technology product is dependent upon helping customers reduce perceived risk.
Define the Battle – Creating the competition in early markets comes in two ways; one is from “alternative modes of operation”, the other one is from “pragmatists who are vying with visionaries for dollars to fund projects”. Creating the competition in mainstream markets is defined by comparative evaluations of products and…...

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