Analysis of Marketing Activities in High-Technology Manufacturing Companies

ABSTRACT This article examines the importance given to and success with which managers in a sample of high-technology manufacturing companies have implemented marketing activities. Interviews were conducted with marketing managers who indicated their perceptions of importance and company success for 29 marketing activities. These activities were subsequently grouped into eight marketing activity scales. The results show that managers perceive market size-up activities to be most important and that they feel they are relatively successful in this regard. Additional analysis indicates that the success variables may be reflecting more competence than is actually the case. Strategic marketing activities, particularly those related to product policy, also pose some problems for these companies.