Sales and Marketing

T F AND MARKETING STRATEGY USING DOWNLOADABLES

NAME

SUBJECT

PROFESSOR

DATE

Managing Licensed Program Upgrade via Downloading Through the Internet

Since the discovery of the market power of the Internet , many business entities have focused a great deal of its marketing strategies involving the use of the Internet , including email advertisements , creation and management of business websites , and the making available of downloadable items which the target market /consumers can use , which generally translates to earned and increased market share and consumer percentage hold unless the new technology

/program /system causes `cross version failures (McCamant , 2003 ) inside the existing system , which may prompt a negative reaction from the target market of companies like T F For businesses which are focused in technology , especially , computer and Internet compatible technologies such as CAD applications and programs it is a common practice to use the Internet , specifically the company 's website as a portal not just for information but for product and services access . The move therefore of T F is something which can be considered as market-sensitive sales move . Before making a critical analysis on what T F should do with regards to the holders of a purchased licensed program which is a year old in lieu of making the product available in the Internet via downloading , there are first other important aspects of the marketing move made by the T F with regards to the decision to make the program which only a year ago they were selling for a fee and is now after 12 months downloadable through the Internet

IS IT A MARKETING MOVE - It is important if the action is indeed a solid marketing move of the company , part of the general business plan geared in winning the hearts , souls , personal computers and loyalty of the target customers . If it is a marketing move , then there should be a set of actions that T F as a company should make to appease clients who would sense indignation by the sudden appearance of a free , downloadable version of a program which they themselves bought . The level of appeasing strategies should focus on convincing old users that disc-based installers of programs and upgrades are still the best option by far , and that the downloadable is a mere freebie and enticement an act of goodwill by T F in the hope to reach out to a broader audience

ARE THERE LIMITATIONS TO THE DOWNLOADABLE VERSION - T F should start consoling its loyal patrons by first pointing out that while downloadable versions are free and easy to install or download , having a downloaded installer presents a certain level of degree that users with disc installers can avoid or minimize . News agencies focused on technology reported of such downloading and upgrading difficulties experienced by those switching from the old Microsoft operating system to the newer versions (BBC News Online , 2004 . In an Internet webpage discussing `Avoiding or Fixing Upgrade Problems , the author noted how important it is to be aware of the changes...