Proper

Abstract

Technology marketing is a marketing activity that is designed by the Technology Licensing Office (TLO) to transfer technology (research results) derived from research development activities of public institutes to technological demand (Enterprises, Small and Medium Businesses, venture companies, etc.). In this study, the following improvements were made by analyzing this technology marketingusing the marketing mix (4 P). In terms of ‘Product’, it needs to discover market-oriented patents and manage the product portfolio.In terms of ‘Price’, it is necessary to enhance the transparency of technology value evaluation and to adopt various methods of technical payments. In terms of ‘Place’, the selective use of the technical information network, the relationship management based on PRM(Partner Relationship Management), and the strengthening of the competence of the technology transaction agency are necessary. In terms of ‘Promotion’, operations of integrated marketing communications and human sales capabilities and incentives enhancement are needed.